The Emergence of Revenue Orchestration Platforms with Forrester's Anthony McPartlin

Operations with Sean Lane

It can be hard sometimes to keep up with the pace of change in the tech landscape. New tools, new possibilities, new categories emerge. Luckily, there are folks whose job is to not only keep tabs on all these trends, but decipher what they mean for the rest of us. One such person, Anthony McPartlin, is our guest today.

Anthony is a Principal Analyst at Forrester, and he recently co-authored an article about a new category that he and his colleagues at Forrester had identified: the Revenue Orchestration Platform.

Revenue Orchestration is actually the consolidation of of other categories like sales engagement, conversational intelligence, and revenue intelligence platforms (enough buzz words for you?). In our conversation, Anthony teaches me about the market conditions that led to to the creation of this category, why too many people solve for tech, not business outcomes, and of course, how generative AI is going to disrupt this newly formed category all over again.

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