Revenue Optimization Radio by Upland Altify

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Predictions for CRM in 2020


With Salesforce’s CRM industry conference Dreamforce just having come to a close, there’s a lot of talk about the future of CRM. To get into more of the details from Dreamforce and to get more insight on the future of CRM, we are joined this week by Nigel Cullington, VP of Marketing for Upland Altify. In this episode, Nigel gives his views on Dreamforce and the key themes and strategies for driving success with CRM in 2020. From the emergence of data integration for end-users to activating the entire revenue team, Cullington shares his insights on driving success with CRM and the emerging evolution of Customer Revenue Optimization.


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Revenue Optimization Radio is hosted by Patrick Morrissey of Altify which is a program on the Funnel Radio Channel.  Altify is the sponsor of Revenue Optimization Radio.

Startling Results: Altify’s 2019 Customer Optimization Study


Host Patrick Morrissey interviews Altify’s Sr. Director of Product Marketing, Nigel Cullington about the results of Altify’s Customer Optimization Benchmark Study. Pat and Nigel discuss  the report results which show  dramatic shifts underway for companies attempting to drive top-line results. Customer Optimization appears to be the secret sauce for these companies as they look at sales and marketing leadership and execution.

  • Revenue Growth is the top Priority (Optimizing for growth starts with people)
  • Digital Transformation and the rise of AI continue to disrupt the landscape (Trust is in a precipitous decline)
  • Companies are focusing on sales effectiveness to drive revenue (with some limited results)
  • Sales Teams require more investment
  • Win rate is directly tied to deal qualification and forecast accuracy

The 29 page report, loaded with graphics and charts is discussed at length.   

Down load the report here: 


Customer Revenue Optimization Benchmark Study

The research report is reviewed on the Sales Lead Management Today blog and has earned a Recommended Read badge.


Predictable Revenue Radio is hosted by Patrick Morrissey and is sponsored by Altify.

Altify's CRO applications helps thousands of salespeople, sales leaders and executives achieve sustained customer revenue optimization and sales success.

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