Transforming how you drive revenue isn’t about a single breakthrough—it’s a process with real challenges along the way. In our recent webinar, Go Behind the Scenes on Oracle’s Own Transformation, Lawrence Lindsey and I shared what we’ve learned as we adapt and improve our approach at Oracle—the real-world wins, the setbacks, and what other organizations might find useful.

Start by Acting Like Your Own Customer

Oracle’s size and complexity—20,000 sellers, five regions, and diverse product lines—can make coordinated change difficult. But that same complexity has forced us to ask tough questions:

Do we genuinely know what our customers need? Are our teams working with those goals in mind?

To tackle this, we leaned on our own CX and ERP tools—Fusion Sales, Fusion Marketing, Unity, Subscription Management, and more—to piece together a clearer picture of customer needs. With a shared view, we could adjust our plays and content to focus on what customers value, rather than how we’re organized internally.

Best practice #1: Start with the customer reality, not your org chart.

Build an Always-On Engine

Shifting from campaign-focused activities to a continuous, insights-driven approach isn’t easy. It takes new technology – AI Agents and a change in mindset. First- and third-party signals, with AI in the mix, helped equip teams with timely information, but aligning on what matters (like a mutual definition of a “play”) takes time and effort.

Best practice #2: Don’t chase volume. Chase relevance.

Let Technology Clear the Path

AI and Fusion now play a role in everything from lead scoring to renewals. Lawrence’s team at Oracle Applications Lab runs Fusion across the board, so we get to experience what works—and what doesn’t—firsthand. While we’ve reduced manual tasks, it’s still a process of ongoing adjustment to maximize real benefit and keep things customer-focused. The payoff? Less manual work and more time building meaningful customer connections.

Best practice #3: Automate the rinse-and-repeat work so people can focus on relationships.

Don’t Skip the Change Management

The truth is, new technology alone doesn’t fix outmoded processes. We had to rethink—and sometimes rebuild—the workflows that no longer fit an AI-first world. And we had to make the value obvious for sellers, because if it doesn’t help them win, it won’t stick.

Best practice #4: Transform the work, not just the technology.

Your Transformation Can Start Today

You don’t need Oracle’s global scale to apply these ideas. Practical steps—like building shared insights across teams, aligning around key motions, using AI to guide the next best action, and freeing up time for customer value—are possible for any organization.

👉 Watch the Replay

To dive deeper into our approach—and see the full conversation—watch the replay on Cloud Customer Connect. Be sure to log in using the email associated with your Cloud Customer Connect account to access the session.