Oracle’s latest innovations support today’s CRO and multi-experience sales engagement

May 13, 2021 | 5 minute read
Katrina Gosek
Vice President, Product Development, Oracle Advertising and CX
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B2B sales engagement has moved beyond just selling. It’s now a well-orchestrated process derived from sales and business planning that aligns revenue-generating functions all the way from lead acquisition, opportunity management, and conversion through fulfillment, financials, and customer success.

It mixes and matches multiple experiences across marketing, sales, sales operations and management, human relations, and finance. And let’s not forget the buyer. Both online and offline B2B buyer experiences should be at the center of today’s multi-experience sales engagement process.

Successful chief revenue officers who oversee multi-experience sales engagement should seek to enable data- and process-sharing among all the company’s primary revenue streams. The CRO is responsible for unifying these efforts and optimizing revenue generation across the company to engage with B2B buyers in a way that drives growth.

The Oracle team is focused on helping today’s CROs impact their company’s sales funnel and provide the tools they need to generate revenue and offer a positive customer experience.

Let’s take a look at a few recent innovations that help us deliver on this goal.

Watch the replay of Oracle's Quarterly Update on Innovations for Advertising and CX

Complete Sales Intelligence

One of the biggest barriers to revenue growth for CROs is lagging CRM system adoption by the sales organization. Historically deployed as a tool to capture pipeline data from sellers, traditional CRM systems don’t help sellers sell or better connect with customers.

Oracle Sales Automation’s Sales Intelligence capabilities can help drive CRM adoption and more fruitful customer engagement with prescriptive, data-driven guidance throughout the sales process. With AI and Machine Learning embedded throughout, the solution streamlines the sales process by applying straightforward automation to ML-derived data. And our most recent innovations continue to demonstrate our commitment to delivering technology that provides useful insights for reps, helping them derive more value from the CRM.

This quarter, we introduced Sales Insights for Leads, Opportunities, and Accounts. These new capabilities build on:

  • The Predictive Lead Scoring capabilities released late last year that use AI/ML to generate probability scores for how likely a lead will close based on data such as past interactions, product purchases, and account profile.
  • The latest Smart Lists UX enhancements that help Workspace work harder for sellers by automatically generating saved lists of important records based on each seller’s unique behavior and upcoming events.

Sales Insights for Leads and Opportunities helps sales managers and reps course-correct to keep leads and opportunities progressing. For each company, successful leads and opportunities typically have a certain level of sales engagement—activities like tasks, appointments, meetings, emails, and calls.

Sales Insights for Leads and Opportunities analyzes historical data to determine the ideal level of activity and then flags the account with a Good, Average, or Needs Attention label. From there, reps and managers can dive in to determine whether it’s a data-entry issue or if they should boost sales activity, so a lead or opportunity doesn’t stall. Ultimately, this allows reps to optimize the time they spend on opportunity management and lead nurturing, while sales managers can monitor and support lead and opportunity progression.

Sales Insights for Leads and Opportunities

Sales Insights for Accounts enables sales reps to monitor engagement levels across all of their accounts, including activities related to an account’s leads and opportunities as well as more broadly related activities like service requests.

As it monitors touchpoints and engagement for each account, Sales Insights identifies accounts that fall behind with engagement and gives reps and managers the most recent sales engagement numbers for context. Similar to Sales Insights for Leads and Opportunities, Sales Insights for Accounts helps reps focus their efforts and spend their time more effectively.

Sales Insights for Accounts

Subscription-Enabled Business

The entire C-Suite recognizes that subscription business models no longer simply support the business—they are the business. When it comes to revenue generation, subscription models can completely change the entire brand’s relationship with customers from a one-and-done transaction to long-term retention and renewal.

Oracle helps companies deliver ongoing sales and subscription relationships by offering a unified view of the subscriber lifecycle across financial, order/inventory, supply chain, and logistics systems, as well as upstream touchpoints like marketing, sales, commerce, and service.

This quarter, we shared subscription management innovations to help businesses offer a true end-to-end subscription experience, helping them continually improve KPIs.

Predictive dashboards for churn probability use current and historical indicators to help sales reps and customer success agents take timely corrective action.

Predictive dashboards

Pre-built reports for key subscription KPIs give businesses a clear picture of subscription account health and adoption with trends like:

  • Renewed, churned, and outstanding subscriptions.
  • Top customers and products by MRR.
  • ARR and TCV by account and product

Subscription KPIs Dashboard

Oracle Subscription Management is now also fully integrated with Oracle Service Logistics. Time is no longer wasted and customer satisfaction isn’t at risk because the service team in the field has full visibility into what services, rates, and discounts are covered as part of the customer’s contract.

integrates with Oracle Service Logistics

Additionally, Oracle Subscription Management integrates with Oracle Commerce, enabling buyers to configure, order, and manage their subscription directly without the help of sales and service reps. Buyers can directly create subscriptions composed of complex configurable services with recurring prices and flexible durations as defined in the CPQ application. They can also modify configurations, change quantity, and upgrade or downgrade their service.

Subscriptions configuration

To learn more about these and other Oracle Advertising and Customer Experience innovations, visit

Katrina Gosek

Vice President, Product Development, Oracle Advertising and CX

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