Ventana Research Value Index Sales Performance Management

Sales Performance Management Value Index

2019 Vendor and Product Assessment

MARKET REPORT

Prepared for: a Research: TITL Ventana Research Sales Performance Management Value Index

Bend, Oregon

September 2019

Ventana Research performed this research and analysis independently. Our goals were to determine the Value Index for Sales Performance Management and to evaluate vendors and products in accordance with the Ventana Research sales performance management blueprint. We charged no fees for this research and invited to participate all vendors that are delivering relevant applications to enable sales performance management. This report includes products generally

available as of August 2019.

Our purpose in conducting this research was to evaluate the maturity of software vendors and products and their value for enterprise use in sales performance management. Nothing in this report of our research is intended to imply that one vendor or product is the right choice for any particular organization. Rather, it provides a baseline of knowledge that organizations can use to evaluate vendors and products to manage and improve sales performance management. Unlike IT analyst firm reports that use subjective factors to rate vendors, our findings are drawn from thorough research-based analysis of customer assurance and product categories that best represent how an organization should evaluate its technology supplier.

The full Value Index report with detailed analysis is available for purchase. We can provide detailed insights on this Value Index and advice on its relevance to an organization through the Ventana On-Demand research and advisory service. Assessment services based on this research also are available.

We certify that Ventana Research performed the research to the best of our ability; that the analysis is a faithful representation of our knowledge of vendors and products; and that the analysis and scoring are our own.

Bend, Oregon, USA 541-940-1010 [email protected]

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Table of Contents

Sales Performance Management ...... 4 Value Index Overview ...... 7 The Findings ...... 9 Products Evaluated ...... 13 Value Index Methodology ...... 14 Evaluation Categories ...... 16 Usability of the Product ...... 16 Manageability of the Product ...... 17 Reliability of the Product ...... 17 Adaptability of the Product ...... 18 Capability of the Product ...... 18 Customer Assurance: Validation of the Vendor ...... 19 Customer Assurance: TCO/ROI of the Vendor ...... 19 Scoring of Vendors Across Categories: ...... 20 How To Use This Value Index ...... 21 Evaluating Vendors: The Process ...... 21 Vendors Evaluated in This Value Index ...... 23 Anaplan ...... 23 beqom ...... 25 IBM ...... 26 Incentives Solutions ...... 27 NICE ...... 28 Optymyze ...... 29 Oracle Corporation...... 30 SAP ...... 31 Xactly ...... 32 Appendix: Vendor Inclusion...... 33 About Ventana Research ...... 34

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Sales Performance Management Ensuring that the sales organization contributes as fully as possible to the success of the organization — to revenue, growth, profitability and the overall customer experience — requires not only dedication but effective strategy and planning. A well-developed strategy and plan to utilize current and future sales talent is essential for the best possible sales performance. To carry out this mission, organizations need a set of coordinated sales-related activities, processes and systems that enable the sales organization, from leadership and operations to the manager and sellers, to operate in a coordinated and collaborative manner. We call this sales performance management.

Sales is a business unit designed to deliver the most effective return on the company’s products and services. It must ensure that selling is done efficiently and intelligently. Sales organizations typically are complex entities, often with cultures and histories that can inadvertently sabotage their performance. And many in leadership believe a sales organization can adapt and change its behavior without seeking out and using best practices.

In our view, effective management of sales performance requires well-designed and continuously optimized territories and accounts for which quotas are designed to capitalize on the organization’s full potential. This foundation must be established through modeling and planning that will provide analytics and metrics to guide sales leadership and operations in planning for the coming month, quarter and year. Ensuring that the sales organization This is an approach that focuses on sales contributes as compensation and how commissions and fully as possible to incentives can be used to influence sales the success of the behavior and priorities. In order to optimize sales performance, organizations thus must organization be able to design and apply incentives that requires not only motivate sales reps to reach their targets. To dedication but evaluate whether sales plans and incentives effective strategy are effective, sales leadership and operations personnel need tools to help them assess the and planning. relationship between compensation plans and actual performance. Comparing compensation and incentive plans among all sales personnel and with other parts of the organization, for example, can help managers determine whether what they offer is appropriate. Goals and objectives must be defined, established, tracked and then linked to incentives and rewards to help guide sales performance. Moreover, organizations need to be able to know whether their sales compensation is competitive in their market. Using

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benchmarks to compare compensation to that of others in the industry can provide this information.

Organizations often lack expertise in sales compensation and planning and sometimes don’t understand the importance of commissions and compensation in sales. Our research finds that only 57 percent of participants from small companies view those factors as very important, substantially fewer than those from very large organizations (73%). Nearly half (47%) of all research participants said their sales organization has impediments that are motivating them to invest in sales analytics, which can produce the benchmarks needed for market comparisons. Among the five impediments they cited most often are inconsistent execution (47%) and lack of sales effectiveness (38%), which can directly impact results and sales revenue.

Using spreadsheets to manage aspects of sales, including compensation and incentives, is ineffective and can be problematic. Spreadsheets are not designed for serious benchmarking. They waste valuable time and cannot scale as a company grows, which a dedicated sales performance management tool can do. The use of multiple spreadsheets, often stored on users’ local drives, is a factor in producing Organizations scattered sales information, which organiza- often lack tions cited most often (52%) among impedi- expertise in sales ments in the systems they use to assess plans and incentives. Incomplete or inconsis- compensation and tent information can undercut the ability to planning and assess compensation plans accurately. sometimes don’t understand the Even sales-related applications such as sales importance of force automation (SFA) and customer relationship management (CRM) that are commissions and designed to capture data about accounts, compensation in contacts and opportunities cannot deliver sales. optimal visibility and sales performance management. Reports from SFA systems

typically look only at historical performance, but backward-looking reports can’t provide timely guidance on the current state of quotas and incentives for individual sales reps and are not flexible enough to provide information on or credits to others involved in deals. Only one-fifth (21%) of all research participants and 19 percent of those with less than $100 million in revenue said they are satisfied with the use of SFA or CRM for sales analytics.

The good news is that small sales organizations can have access to the same technology available to larger ones. The best systems can help them level the playing field for sales competition by providing tools for comparative analysis.

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For example, sales compensation benchmarks enable direct comparisons with others’ pay internally and across the industry. Benchmarks are built by applying analytics to sales compensation and performance-related data; comparing the compensation and performance analyses can provide the insights needed to make sales force decisions.

Used properly in sales performance management, sales analytics can yield important benefits. Two-thirds of organizations that use dedicated sales analytics tools said they have improved the outcomes of their sales activities and processes significantly (20%) or slightly (47%). The top-ranked benefits of having sales-related analytics capabilities are being able to align the sales force to business strategy and goals (for 38%) and better Our continuous managing and tracking progress of product and sales initiatives (24%). research and analysis of the Ventana Research has over almost two market for decades conducted market research in a business spectrum of related areas including sales applications and performance management as well as broader sales areas ranging from sales force automa- technologies guide tion (SFA) and CRM to sales analytics and our planning. We also have done research on comprehensive digital commerce and subscription manage- approach to this ment applications. Recently we have examined the expansion of sales performance Value Index. management through applications that help address the needs of managers and sellers, in some instances through the use of artificial intelligence and machine learning. Our continuous research and analysis of the market for business applications and technologies guide our comprehensive approach to this Value Index.

The Value Index for Sales Performance Management uses the Ventana Research methodology, a framework that evaluates application vendors and their products in seven categories of requirements. Five are product-related, assessing usability, manageability, reliability, capability and adaptability, while two quantify the customer assurance issues of vendor validation and total cost of ownership and return on investment (TCO/ROI).

This Value Index report evaluates the following vendors that offer products that deliver sales performance management as we define it: Anaplan, beqom, IBM, Incentives Solutions, NICE, Optymyze, Oracle, SAP and Xactly.

We urge organizations to do a thorough job of evaluating sales performance management systems and tools and offer this Value Index as both the results of our in-depth analysis of these vendors and as an evaluation methodology. The

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Value Index can be used to evaluate existing suppliers and also provides evaluation criteria for new projects; applying it can shorten the cycle time for an RFP.

Unlike many IT analyst firms that rank vendors from an IT-only perspective or consider futures or vision over what is available in the products today, Ventana Research has designed the Value Index to provide a balanced perspective of vendors and products that is rooted in an understanding of business drivers and needs. This approach not only reduces cost and time but also minimizes the risk of making a decision that is bad for the business. Using the Value Index will enable Ventana Research your organization to achieve the levels of has designed the efficiency and effectiveness needed to opti- Value Index to mize sales performance management. provide a balanced Value Index Overview perspective of vendors and This report on the Ventana Research Value Index: Sales Performance Management in products that is 2019 is the distillation of a year of market rooted in an and product research efforts by Ventana understanding of Research, the premier benchmark research business drivers and advisory services firm. Built on a foun- and needs. dation of almost two decades of business and technology research, this unbiased, fact-based index is the first such industry undertaking to assess the value of software designed specifically for enabling sales performance management.

This Ventana Research Value Index is an analytic representation of our assessment of how well vendors’ offerings meet buyers’ requirements for software that enables and supports sales performance management. The Index evaluates the software in seven key categories that are weighted to reflect buyers’ needs based on our expertise and research. Five are product-related: usability, manageability, reliability, capability and adaptability. In addition, we consider two customer assurance categories: vendor validation and total cost of ownership and return on investment (TCO/ROI). To assess functionality, one of the components of capability, we applied the Ventana Research sales performance management methodology and blueprint, which links the personas and processes for sales performance management to an organization’s requirements.

We use our research-based analytics and methodology to generate the Value Index percentages. We then build them into a set of indicators that we present

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graphically as pie charts that express levels of performance. The extent to which each pie chart is full reflects our assessment of value to you, the potential buyer. Thus, we present the Value Index in both analytic and graphic form, each depicting the value of a specific vendor’s offering in terms of what it can deliver that is relevant to your sales performance management needs.

The Value Index is not an abstraction; Ventana Research uses a carefully crafted best practices-based methodology to represent how organizations actually assess vendors and products. We have designed the Value Index to ensure that it provides objective research and guidance to organizations looking to assess and evaluate their applications for business and IT needs. The Value Index is not an abstraction; The structure of the Value Index reflects we use a carefully our understanding that the proper evalu- crafted best ation of vendors and products involves far more than just examining product features practices-based or potential revenue or customers gene- methodology to rated from marketing and sales. We represent how believe it is important to take this compre- organizations hensive research-based approach, since actually assess making the wrong choice of a sales performance management system can raise the vendors and total cost of ownership, lower the return on products. investment and hamper an organization’s ability to reach its performance potential. In addition, this approach can reduce the project’s development and deployment time and eliminate the risk of relying on a short list of vendors that does not represent a best fit for your organization.

To ensure the accuracy of the information we collected, we asked participating vendors to provide product and company data across the seven categories that taken together reflect the concerns of a well-crafted RFP. Ventana Research then validated the information, first independently through our database of product information and extensive web-based research, and then in consultation with the vendors. The majority of selected vendors also participated in one-on- one consultative sessions, after which we requested them to provide additional documentation to support any new input.

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The Findings The Value Index for Sales Performance Management in 2019 finds Oracle first on the list with Xactly in second place and IBM in third. Companies that rank in the top three in any category earn the designation Value Index Leader. Oracle has done so in all seven categories; IBM and Xactly are Value Index Leaders in four of the seven evaluation categories; Opty- myze is in two categories; and Ana- plan, beqom and SAP are in one.

Our Value Index methodology assigns the weighting for each of the seven categories to best represent the needs of buyers. Here is our specific analysis for each of the categories.

The Capability category makes up 25 percent of this Value Index rating. The relatively significant weighting is due to the breadth of requirements for effectively managing sales performance; not just one application but many are required to assist sales organizations at all levels. This Value Index assesses how well the vendor supports the overall needs of sales performance management, examining the specific applications (more than two dozen) that help manage sales performance across all levels and types of professionals in the sales organization. It also assesses the support for mobile devices and for collaboration across roles and sales processes. It examines ease of integration between the platform and applications and the rest of the enterprise, as the product needs to receive and publish data from accounting, compensation, ERP, learning management, sales force automation and payroll systems. We examined specific support for the following roles in sales: management, manager, account manager or sales professional, sales operations, analyst, administration and IT support. In this category Oracle, Optymyze and SAP are Value Index Leaders.

Usability is also important to address a wide range of the business needs of executives, line managers, sales professionals, sales operations, analysts and those responsible for the administration of sales performance management. The weighting for this category, in which Oracle, Xactly and IBM are the top three vendors, is 20 percent of the Value Index rating. Vendors’ products are

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evaluated in this category on the user experience provided for the range of roles in sales performance management. The research examined the level of intelligence provided in the user experience, including notifications and the use of AI and machine learning. It also examined the accessibility of the user experience across a range of channels and devices including mobile, web and conversational experiences via voice and chat.

Adaptability is weighted at 10 percent. This category assesses the degree to which the application can respond to enterprise requirements with respect to configurability, customization and integration. This evaluation includes assessing how well integrity is maintained as the platform and applications integrate across the people, business, processes, application and data needs of the organization. Adaptability also involves the ability to readily integrate with other systems — for example, commission and incentives need to easily connect with payroll and accounting processes and systems, and closed deals must be integrated with SFA or order management systems. Oracle, Optymyze and Xactly are the highest-rated vendors in this category.

Manageability, which encompasses administration, privacy, security and licensing, is weighted at 15 percent of this Value Index. The vendor rankings in this evaluation category are tightly grouped together, reflecting vendors’ emphasis on investment in this aspect of the technology. This category is essential for SPM as the breadth of applications and support for processes these systems must provide can make effective management difficult. Oracle, IBM and beqom are the Value Index Leaders in this category.

For sales performance management to operate efficiently and for sellers and managers to engage with the applications, the software on which they run must be able to scale and perform reliably to support an array of processes, including commission calculation, analytical computation and real-time access to sales performance by anyone at any level. This is the Reliability category and it is weighted at 10 percent of this Value Index. Oracle, IBM and NICE are the Value Index Leaders in this category, providing the highest level of confidence they can operate reliably as needed 24 hours a day.

The Validation category contributes 10 percent to the overall Value Index rating. The leaders here are Oracle, Xactly and Anaplan. This assessment finds wide variation in the level of detail that vendors provide regarding many areas including the product roadmap, customer success references and case studies, services and support. A lack of information about a vendor’s product support and services is a challenge that an organization looking to evaluate and select software simply should not have to face. After all, a vendor’s success is about not just technology but also its relationship with the customer and the overall experience it provides.

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TCO/ROI, a category that addresses vendor support for a buyer’s investment evaluation by providing information, tools and services to help with the business case (including the benefits and costs) makes up 10 percent of the Value Index rating. Value Leaders IBM, Oracle and Xactly currently do the best job providing potential prospects and customers with this information along with services to help organizations effectively get funding for sales performance management. However, our research finds that some vendors struggle significantly in this category and are ill prepared to help organizations effectively in the evaluation and buying process.

As noted above, this Ventana Research Value Index evaluates the software in seven key categories. The chart below places the product-related and customer assurance ratings on the X and Y axes respectively to provide a visual representation of our Value Index evaluation. Vendors whose products performed higher in aggregate in the five product categories place farther to the right; the combination of ratings for the two customer assurance categories determines their placement on the vertical axis. In short, vendors that place closer to the upper-right on this chart rated higher than those closer to the lower-left.

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The vendors that rank the highest overall on the aggregated product axis, which has a maximum value of 80 percent, are Value Index Leaders Oracle, Optymyze and Xactly. The vendors that rank the highest overall on the customer assurance axis, which has a maximum value of 20 percent, are Value Index Leaders IBM, Oracle and Xactly. These vendors represent best-in-class approaches to sales performance management in these aggregated categories of product and customer assurance.

We warn that close vendor performance ratings should not be taken to imply that the packages evaluated are functionally identical or equally well suited for use by every organization or for a specific process. Although there is a high degree of commonality in how organizations handle sales performance management, there are many idiosyncrasies and differences in how they do these functions that can make one vendor’s offering a better fit than another’s with a particular organization’s needs.

After more than a decade of technology advances, all the products we evaluated are feature-rich, but not all the capabilities they offer are equally valuable to users. Moreover, the existence of too many capabilities may be a negative factor for an organization if it introduces unnecessary complexity. Nonetheless, one company may decide that a larger number of options is a plus, especially if some of them match its established practices or better support a new initiative that is driving the purchase of new software.

Other factors besides features and functions or assessments about the vendor can turn out to be a deciding factor. For example, a company may face budget constraints such that the TCO evaluation can tip the balance to one vendor or another. This is where the Value Index methodology and the appropriate weighting can be applied to determine the best fit of vendors and products to your specific needs.

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Products Evaluated

Vendor Product Names Version Release Year

Anaplan Anaplan for Sales August 2019 2019 beqom Sales Performance Management 9.1 2019 IBM IBM Incentive Compensation 10.1 2019 Incentive Solutions JOOPY 9.39 2019

NICE NICE ICM 153 2019 Optymyze Optymyze Sales Operations 19.8 2019

Oracle Oracle Engagement Cloud — Sales and Service 13 19C 2019 Oracle Sales Performance Management Oracle Sales and Service Premium Cloud

SAP SAP Sales Cloud 19.08 2019

Xactly Xactly Enterprise August 2019 2019 Xactly AlignStar Xactly Sales Resource Planning Xactly Benchmarking Xactly Incent Xactly Commission Expense Accounting Xactly Insights Xactly Objectives Xactly Connect

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Value Index Methodology The Ventana Research Value Index is an analytic assessment of how well vendors’ offerings will address buyers’ requirements for a particular category of software. The Value Index, which we have prepared for more than a decade, is structured to replicate an RFI/RFP process by incorporating all criteria needed to evaluate, select and deploy technology and maintain relationships with vendors. Ventana Research believes that an objective review of specific vendors and products is critical to the establishment of sales performance management. An organization’s review should include a thorough analysis of both what’s possible and what’s relevant. Our research will help you understand how vendors and products fit into a sales performance management framework.

To prepare this value index, we drew on our research-related work with organizations over the past 16 years, which has included benchmarking and advising thousands of organizations. Our continuous market research across sales performance management provides the context of the real needs of buyers; this was complemented by our research on technology suppliers, knowledge of the market and expertise in this area.

All vendors that offer relevant products and meet the inclusion requirements are invited to participate in the Value Index evaluation process, at no cost to them. If a vendor does not respond to or declines the invitation, a determination is made whether to include it in our analysis based on our defined set of inclusion criteria. These criteria include vendors’ geographic operations, customer base and revenue as well as all relevant aspects of the products’ fit for the particular category being evaluated. If a vendor is actively marketing, selling and developing a product as reflected on its website that is within the scope of the Value Index, it is automatically evaluated for inclusion. We have adopted this approach because we view it as our responsibility to assess all relevant vendors whether or not they choose to actively participate. This report includes products

generally available as of August 2019.

To ensure the accuracy of the information we collect and ensure that the Value Index reflects the concerns of a well-crafted RFP, we require participating vendors to provide evaluation data across all seven categories. Ventana Research then validates the information, first independently through our knowledge base of product information and extensive web-based research, and then in consultation with the vendors.

The Value Index is designed to be independent of the specifics of vendor packaging and pricing and whether the products are priced or sold as part of a suite or bundle or individually. To represent the real-world environment in which businesses operate, we include vendors that offer suites or packages of products, as the relevant individual modules or applications must still be

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evaluated by those responsible for those business processes. We take no position on the offering approach of the products or packages; where options exist, organizations using the Value Index will need to decide whether they choose a suite of products or individual applications that best meet their requirements. Here are the major requirements as they were presented to potential participants: • A vendor could submit as many products as it wished; each was evaluated to determine individual category compliance as well as ranking in the functionality evaluation. • Any package of products that was submitted for Value Index consideration also had to be listed on the vendor’s website and be generally available to prospective buyers. • Vendors were requested to complete a questionnaire detailing the specific functional requirements and capabilities of products submitted. • Verification of functionality was required through product documentation and/or a demonstration of the actual product. • Vendors were asked to respond to questions about specific criteria in all of the seven evaluation categories to provide us with information while providing insight into the vendor’s ability to meet specific criteria.

Our knowledge and expertise in the market, drawn from continuously assessing vendors and products, our benchmark research, a Value Index questionnaire, interviews with each vendor and reviews of the products themselves provided the input for this research. Across the seven categories, each response was assessed, reviewed and rated. After validation, we aggregated the performance to determine the vendor’s and the product’s performance totals. If a vendor submitted more than one product for evaluation, we included the product with the best performance in our capability evaluation. The result is the vendor’s best product fit for our criteria.

To arrive at the overall sales performance management Value Index for a given vendor, we weighted each category to reflect its relative contribution to the value as realized by an organization. We established the weighting of the evaluation categories at the beginning of the process based on our experience and prioritizations derived from our benchmark research.

We have made every effort to encompass in this Value Index the functional requirements and capabilities of our sales performance management blueprint, which we believe reflects what a well-crafted RFP should contain. Even so, there may be additional areas that affect which vendor and products best fit your particular requirements. Therefore, while this research is complete as it stands, utilizing it in your own organizational context is critical to ensure that products deliver the highest level of support for your projects in this area.

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Evaluation Categories Ventana Research designed the evaluation categories to reflect the breadth of the real-world criteria incorporated in a request for proposal to vendors in sales performance management, based on our benchmark research. We evaluated vendor submissions for the Ventana Research Value Index for sales performance management in seven categories, five relevant to the product or package being evaluated and two to the vendor. Each section below presents the analysis and ranking of vendors in one of those categories.

Usability of the Product The Usability category examines how effectively the vendor has addressed the user experience, intelligence and accessibility aspects of the product. It involves evaluation criteria selected to explore utility for varied levels of business and the diverse ages and competencies of organizations’ employees. The evaluation criteria include the extent to which the product provides the support needed by each of the functional roles involved in enabling sales performance management — executives (CxO), management (EVP, SVP, VP), managers, sellers, operations, analysts and those involved from the IT organization. They also include how sophisticated the product’s support of mobile technologies is and the extent to which the product design enables its use by workers of different generations. The Value Index for Sales Performance Management in 2019 weights Usability at 20 percent of the overall rating. The analysis finds the Usability Value Index Leaders to be Oracle, Xactly and IBM.

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Manageability of the Product The Manageability category involves evaluation criteria selected to evaluate how well the products can be managed, secured and licensed from a technology and business administration perspective. The evaluation criteria include the support that the product provides for configuration and notification to IT and by business. They also include the flexibility of the security provisions built into the application with respect to user identity, role and access, how effective the data security is that the application provides, to what extent it supports auditing and compliance, what the license options are, how use is audited and what investments are required in licensing or subscription and maintenance. The Value Index for Sales Performance Management in 2019 weights Manageability at 15 percent of the overall rating. The analysis finds the Manageability Value Index Leaders to be Oracle, IBM and beqom.

Reliability of the Product The Reliability category involves evaluation criteria intended to ensure that the products can reliably deliver the performance and scalability needed. The evaluation criteria include the nature of the product’s support for an organization’s architecture at the level of the enterprise, the network, the server and the data. The criteria also include the extent to which it supports access by web, remote and mobile users, how well and quickly it performs server processing, how well it scales in terms of number of users, volume and complexity of data and server demand, and what investments are required to ensure reliability. The Value Index for Sales Performance Management in 2019 weights Reliability at 10 percent of the overall rating. The analysis finds the Manageability Value Index Leaders to be Oracle, IBM and NICE.

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Adaptability of the Product The Adaptability category applies evaluation criteria selected to ensure that the products can be configured, customized and integrated to meet the needs of a given business. The evaluation criteria include configuration flexibility, development and programming support for customization, and whether the product supports integration into mobile and web-based platforms. The criteria also include how well the product integrates across data-related process and workflow systems and business applications and what investments are made to enhance adaptability. The Value Index for Sales Performance Management in 2019 weights Adaptability at 10 percent of the overall rating. The analysis finds the Adaptability Value Index Leaders to be Oracle, Optymyze and Xactly.

Capability of the Product The Capability category includes the evaluation of a wide range of product features that support sales performance management, from management and operations to the unification of processes and information to support the mission of achieving the maximum sales performance possible. The research examined emerging business technologies, application-specific support, mobile technology and collaboration capabilities as well as integration support for sales and related applications. It evaluated the role requirements for management, manager, seller, analyst, operations and IT needs. The Value Index for Sales Performance Manage- ment in 2019 weights Capability at 25 percent of the overall rating. The analysis finds the Capability Value Index Leaders to be Oracle, Optymyze and SAP.

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Customer Assurance: Validation of the Vendor The Validation category applies evaluation criteria selected to assess the vendor’s commitment to the market segment of sales performance management along with the breadth of its communication of relevant information. The evaluation criteria include examining the viability of the vendor and looking closely at customer references, case studies, a proven customer success model, consistent revenue growth and a clear and compelling product roadmap. It also examined the services, support and partners it has to support its relationship with customers. The Value Index for Sales Performance Management in 2019 weights Validation at 10 percent of the overall rating. The analysis finds the Validation Value Index Leaders to be Oracle, Xactly and Anaplan.

Customer Assurance: TCO/ROI of the Vendor The TCO/ROI category applies evaluation criteria designed to assess how effective the vendor is in demonstrating the business case, including product value, total cost of ownership and total benefit of ownership. The criteria also include an evaluation of the tools and documentation it provides to enable customer evaluation of ROI and TCO and what the vendor cites as its investment and services to support it. The Value Index for Sales Performance Management in 2019 weights TCO/ROI at 10 percent of the overall rating. The analysis finds the TCO and ROI Value Index Leaders to be IBM, Oracle and Xactly.

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Scoring of Vendors Across Categories: The table below presents the Value Index analysis of each of the seven evaluation categories for each participating vendor. The first column shows the overall Value Index rating for each. We urge organizations to identify which of the sales performance management categories are priorities and then to use the Value Index findings presented in the charts above and this table to identify which vendors are most likely to support their specific needs.

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How To Use This Value Index The Ventana Research Value Index assesses how well vendors’ offerings meet buyers’ requirements for software that enables and supports a particular aspect of business. Built on a foundation of almost two decades of business and technology research, the Value Index evaluates a focused category of business software by scoring it in two major areas: Product and Customer Assurance. We consider seven evaluation categories that are weighted to reflect buyers’ needs based on our market research and subject matter expertise. The five product- related areas are Usability, Manageability, Reliability, Capability and Adaptability. The two customer assurance categories are Vendor Validation and Total Cost of Ownership and Return on Investment (TCO/ROI).

To prepare the Value Index, Ventana Research uses a carefully crafted best practices-based methodology that draws data and insights from our benchmark research to represent how organizations actually assess vendors and products. We have designed this Value Index as a tool to provide objective guidance to organizations looking to deploy applications and tools to address their sales performance management needs.

The structure of the Value Index reflects our understanding that proper evaluation involves far more than just examining product features, potential revenue or customers gained. We believe it is important to take this comprehensive research-based approach, since making the wrong choice of technology can raise the total cost of ownership, lower return on investment and hamper an organization’s ability to reach its performance potential. In addition, this approach can reduce the project’s development and deployment time and eliminate the risk of relying on a short list of vendors that does not represent a best fit for your organization.

Evaluating Vendors: The Process In our view, business improvement efforts should be based on best practices that research indicates deliver value quickly. Our Value Index evaluates sales performance management business systems and tools in accordance with that belief.

We advocate using the Value Index as part of a structured approach that begins by incorporating these steps into a program document that will both summarize and detail your initiative or project. Then consult the Value Index to ensure you make choices that will yield the results you want.

The steps listed below provide a framework for a technology-driven business improvement project.

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1. Define the business case and goals. Develop the business case for investment. Define the mission of the business project: What is it to do, why is it important, what outcome do you want to achieve and how will you measure the project’s success? The goals should be grounded in your organization’s strategy and plans and should make clear the expected outcomes.

2. Specify the project’s business requirements. What must be done to achieve these goals? Defining the business requirements helps identify what specific capabilities are required with respect to people, processes, information and technology.

3. Identify the required roles and responsibilities. Assess and specify the individuals required for the project at every level of the organization from executives to front line workers and what each will contribute.

4. Outline the project’s critical path. What needs to be done, in what order, and who will do it? This outline should make clear the prior dependencies at each step of the project plan.

5. Develop the technology approach. Determine the technology approach that most closely aligns to your organization’s requirements for sales performance management. Then develop the long list of potential vendors and products that best fit your needs.

6. Establish technology evaluation criteria. Define the business and technology criteria that you will use to evaluate vendors. We recommend using the criteria we have developed based on our benchmark research and use to build the Value Index: usability, manageability, reliability, functionality, adaptability, validation and TCO and ROI. This step will provide the tool to enable you to move from the long list to a short list of vendors and products to evaluate for final selection.

7. Evaluate and select the technology properly. Weight the seven categories of technology evaluation criteria to reflect your business’s priorities. Then evaluate the short list of vendors based on your business case and requirements and the technology evaluation criteria for your project.

8. Establish the business initiative team to start the project. Identify who will lead the project and the members of the team to plan and execute it. Have them begin by establishing a timeline and allocating resources.

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Vendors Evaluated in This Value Index Vendors that were included in this Value Index research are highlighted in this section. For each we provide its own description taken from its website; these do not represent Ventana Research’s assessment, which follows them. The pie charts shown correspond graphically to the percentages at right; together they represent each vendor’s performance on the value scale overall and for each category. Value Index Leaders are those vendors that have earned a performance percentage among the top three either overall or in the individual evaluation categories.

Anaplan https://www.anaplan.com/

Company and Product Profile

“Be dynamic. Be collaborative. Be intelligent. Accelerate Decision Making with Connected Planning. Discover how the Anaplan Connected Planning platform turns response time to real time. Leaders turn to Anaplan to drive business forward. The Anaplan platform helps you be dynamic, collaborative and intelligent — just what you need to drive your business forward.”

“Anaplan for Sales is built to empower your go-to-market strategy, giving you a single platform for managing your sales organization top to bottom. With dynamic insight into your entire organization, you can anticipate market changes and act accordingly. Motivate the right sales behaviors, model future performance, and maximize selling time, all while keeping your organization connected, flexible, and prepared for the future.”

Ventana Research Evaluation Anaplan, a vendor focused on cloud computing-based business planning software that went public in October 2018, ranked fourth overall in this Value Index evaluation. Anaplan is a Value Index Leader in Validation, with strong customer reference case studies, a proven customer success model, consistent revenue growth and a clear and compelling product roadmap.

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Its product, Anaplan for Sales, includes a specialized focus on modeling and analytics but also can simply define territories with accounts and quotas that are optimally designed for compensation with commissions and incentives. The product’s flexibility in planning-related tasks is exceptional and the components of its offering reflect this. The platform’s focus on enterprise-wide planning that can be used in any line of business led to a strong rating in Manageability as its administration and security abilities can meet the needs of the sales organization. Its solid performance in Reliability is due to its ability to model and calculate metrics across sales performance requirements.

Our assessment finds room for improvement in the product’s capabilities, the category where it performed least well and ranked seventh. While it delivered in the specific role requirements for management, manager and operations, it lacked sufficient support for collaboration, mobile and application integration and could improve its use of newer digital technologies such as artificial intelligence and machine learning. Its second-lowest performance was in Usability. The user experience was sufficient for sales performance management roles but was lacking in its accessibility across devices and mediums to support the entire sales organization.

Anaplan’s commitment to helping sales organizations has been longstanding and while it provides a broader business planning platform, it will need to continue to work to ensure it can support the specific requirements of sales performance management.

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beqom https://www.beqom.com/

Company and Product Profile “Why beqom compensation software? We focus exclusively on managing compensation for large enterprises who cannot afford to compromise on their compensation strategy. Our focus on compensation enables us to address the needs of global industry leaders.”

“Sales Performance Management. Enterprise scale: your plans, your data, your value, your way. Our platform scales to your needs without any compromise. beqom’s “flexibility in a framework” approach supports your enhanced data model.”

Ventana Research Evaluation Placing seventh overall in the Value Index is beqom, a compensation management software vendor offering a specific product for sales performance management. The vendor is a Value Index Leader in Manageability due to the product’s administration and security and its support for managing usage in larger deployments.

This vendor’s product has helped organizations use one provider to handle their overall compensation as well as meet the commission and incentive needs in sales and other lines of business. Its investments to ensure it can adapt and integrate with a broader range of processes and applications including those in sales helped its performance in Adaptability where it earned its second-highest ranking.

Our assessment finds room for improvement in the product’s capabilities. In this category it earned its lowest ranking, struggling to meet application-specific needs. The vendor could provide more robust collaboration and mobile-specific support. It also has room for improvement in meeting the specific needs of sales managers and sellers, though it has begun to provide better mobile support for these roles.

A dedicated provider of compensation management software, beqom has done much to demonstrate how it supports the sales organization, but it will have to invest further to meet the broader application and process needs of sales performance management. Despite this, the vendor has been able to meet a diverse set of organizations’ requirements and provides a solid offering.

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IBM https://www.ibm.com/

Company and Product Profile “Improve sales performance and operations with better incentive compensation plan management and smarter sales territories and quotas administration. Get faster insights with advanced analytics.”

“The IBM Incentive Compensation Management (ICM) rapid deployment service provides IBM expertise in partnership with your organization. It delivers the ability to rapidly deploy the ICM solution on the IBM cloud environment within weeks.”

Ventana Research Evaluation IBM’s comprehensive SPM offering ranked third overall in this Value Index evaluation. The longstanding vendor in this category is a Value Index Leader in four categories: Usability, Reliability, Manageability and TCO-ROI. IBM’s strong performance in Validation and TCO-ROI contributed to its rating as a Value Index Leader in Customer Assurance. Its strength in TCO-ROI is evident in its depth of support for customers assessing the value in an investment.

The product, IBM Incentive Compensation, provides broad support for the needs of sales performance management. It has a history of meeting a range of requirements for sales organizations, in not only variable compensation but also modeling and planning so an organization can reach its full potential. This is reflected in its performance in Manageability and Reliability, where it is a Value Index Leader.

Our assessment finds room for improvement in the product’s capabilities and adaptability; the product ranked fifth in both categories. It is lacking in application-specific support and while its support for collaboration and mobile technology needs in sales operations is quite strong, it could do more for the sales organization. The vendor also ranked fifth in Adaptability, where it met the minimum requirements for sales performance management but could improve integration.

IBM has continued to invest in this product line, and while it has operated from within the IBM financial services industry effort it has optimized its value for sales organizations. Nevertheless, IBM Incentive Compensation has the potential to meet the needs of any sales force, regardless of size or industry.

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Incentives Solutions https://www.incentives-solutions.com/

Company and Product Profile “We are a leading SPM platform, providing organizations with Business Insights to GROW their bottom line, SIMPLIFY their sales operations processes and gain better CONTROL over their commission payment budget. Our advanced cloud based platform, JOOPY, facilitates the entire working processes and calculations of commission, incentives and bonuses among organizations.”

“JOOPY is a leading cloud based Sales and Service Performance Management (SPM) platform, which enables sales organizations to increase their sales and improve their profitability. JOOPY enables the enterprise to manage its entire internal and external sales channels/partners under a unified platform, combining identical operational processes and policies.”

Ventana Research Evaluation Incentives Solutions struggled to compete in a mature marketplace in this Value Index evaluation, placing last overall. Its strongest showings were in the Manageability and Reliability categories, where it demonstrated its ability to support administration for its deployment. Its product, JOOPY, is a focused application that covers the basics of modeling, planning and analytics for managing sales compensation and performance. Its strengths are its focused approach to manageability and support for sales leadership and operations teams.

Our assessment finds room for improvement in TCO-ROI, as the vendor provides little information to help organizations assess an investment. On the product side its lowest performance was in Adaptability, where it struggled in providing easy integration with other processes and systems. The low performance rating in Capability was due to its lack of depth in application- specific support as well as collaboration, mobile support and integration with required systems for sales performance management.

Incentive Solutions is a newer provider of sales performance management to organizations outside its base of operations in Israel. The vendor’s biggest challenge is supporting larger sales organizations with more complex requirements. It has potential, having expanded its R&D efforts for the broader category of sales performance management.

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NICE https://www.nice.com

Company and Product Profile “When the world's leading companies want to improve their business performance, increase their operational efficiency, prevent financial crime, ensure they're fully compliant or enhance their safety and security, they talk to NICE.”

“Replace manual compensation systems with NICE ICM – a scalable and highly flexible solution designed for complex compensation modeling, large-volume crediting calculations, and sales operations process automation. On- premises or hosted, NICE ICM lets you manage every aspect of your sales incentive compensation, improving payment accuracy, increasing efficiency, enhancing visibility and trust.”

Ventana Research Evaluation NICE, a vendor of sales performance management systems and tools, ranked eighth overall in this Value Index evaluation. NICE is a Value Index Leader in Reliability, with great support for performance and scalability and strong overall technology architecture.

Its product, NICE ICM, does well processing large volumes of orders and complex crediting of commissions and incentives, which is represented in its strong performance and ranking in Reliability. Its strength in Manageability is due to good business and technology administration of sales compensation and ultimately performance. Its investment into customers and providing tools with which to establish a business case for investment contributed to its good performance in the Validation and TCO-ROI categories.

Our research found areas for improvement in the product’s Adaptability where it could improve its support for customization and integration, especially process- focused, and for the broader requirements of sales performance management. It’s eighth-place rank in Usability would improve with better intelligence and accessibility.

NICE’s ICM is part of the vendor’s larger product portfolio offering in customer experience, contact centers and outbound call centers. Its potential to support high-volume sales efforts combined with its contact center capabilities can help many organizations streamline their incentive and performance efforts.

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Optymyze https://www.optymyze.com

Company and Product Profile “Optymyze transforms sales operations into a strategic competitive advantage— from improving individual business processes to building centers of excellence. Optymyze enables sales improvement with a set of integrated, no-code, highly- scalable cloud platforms and applications to easily and quickly adapt to change.”

“Optymyze transforms sales operations into a strategic competitive advantage from improving individual business processes to building centers of excellence. Sales Performance Management: Leverage deep expertise enabled by industry-leading technology to drive and efficiently manage salesperson, sales team, and overall sales force performance.”

Ventana Research Evaluation Optymyze ranked fifth overall in this Value Index evaluation. The vendor is a Value Index Leader in the Capability and Adaptability categories, demonstrating strong flexibility in configuration and customization. Its robust platform supports a range of applications and capabilities for sales operations and the overall organization. Strong performance across these and the Usability, Manageability and Reliability categories contributed to Optymyze being an overall Product Value Index Leader.

Despite its name, Optymyze Sales Operations supports broader requirements for sales performance management that go well beyond sales operations. The vendor is a longstanding dedicated SPM provider and is used by some of the largest sales organizations. The product offers solid support for all roles in a sales organization and leads the field in administration and support for sales operations and management.

Our assessment finds room for improvement in TCO-ROI as it did not demonstrate depth in its tools and services to support a business case for investment. In the Validation category, the vendor could improve support and services demonstrating its commitment to the customer experience. Optymyze is a leader in SPM, with comprehensive breadth of applications and flexibility to adapt to a sales organization’s overall needs.

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Oracle Corporation https://www.oracle.com

Company and Product Profile “Master your sales planning process by ditching the spreadsheets and using connected data across finance, sales, partner, and service operations. Drive revenue optimization with Oracle’s advanced incentive compensation, quota, and territory management tools that help sales managers and sales operations staff align individual sales rep goals with the overall sales strategy.”

“Embedded incentive compensation capabilities enable you to model, roll out, and manage compensation plans efficiently, reducing operational costs while optimizing for increased revenue. Compensation dashboards show reps how they are performing, while managers gain visibility into their team’s performance against goals.”

Ventana Research Evaluation Oracle’s SPM offering dominated this Value Index evaluation; the vendor achieved the status of Value Index Leader in each of the seven categories we consider, never scoring below 92 percent and leading the field in all categories except TCO-ROI. This enabled it to also be a Value Index Leader in both Product and Customer Assurance.

Its products, Engagement Cloud Sales and Service, Sales Performance Manage- ment and Sales and Service Premium Cloud, bring a portfolio of support for the applications and needs of a sales organization. Its strongest performance was in Capability, providing best-in-class depth for a broad set of roles, from sales operations to managers and sellers. The level of mobile technology support was also best in class. The platform’s performance in Manageability and Adaptability was excellent due to easy configuration and strong support for analytics and planning, quotas and territories.

Our assessment finds room for improvement in TCO-ROI; though it was ranked second overall it could improve its tools and services for its customers. Oracle is a clear leader in sales performance management, bringing breadth and depth to connect sales applications to performance. Oracle’s challenges are less overall in the product and technology than in its effectiveness in marketing and sales.

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SAP https://www.sap.com/

Company and Product Profile “Improve sales with better selling experiences. Enhance your sales reps' day-today work experience, while improving customer experiences and accelerating the buying process.”

“Give sales reps the data they need in one place, available anytime and anywhere, so they can make every interaction count. Use real-time lead scoring and centralize account and opportunity management. Gain visibility into your pipeline. Forecast quarterly revenue accurately. Drill down into individual deals and coach sales reps to help close deals.”

Ventana Research Evaluation SAP ranked sixth overall in this Value Index evaluation. The vendor is a Value Index Leader in Capability, demonstrating strong support for the product line and longevity in the market.

Its product, SAP Sales Cloud, includes a portfolio of applications including those acquired from CallidusCloud. The sales performance management focus of the offering reflects a very mature product line that is in use by a significant number of organizations today and well known for its balanced offering. This is reflected in this Value Index, in not just the Capability rating but also its high performance in Reliability, Manageability and Adaptability.

Our assessment of SAP finds room for improvement in the product’s Usability and the accessibility of the offering for all roles as well as how it provides visibility into the user experience by offering information and demonstrations online. The vendor also could improve the customization and integration of the platform and could provide better online information about the services and tools to help an organization build a business case.

SAP’s acquisition of CallidusCloud in 2018 was a smart move, bringing in a well- established offering in sales performance management. The vendor has an opportunity to ensure further investment and relevance in the broader SAP Sales Cloud offering and to continue to innovate and advance the product line.

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Xactly https://www.xactlycorp.com/

Company and Product Profile “World Class Sales Performance Management Leveraging 14+ years of pay and performance data to balance territories, design and automate comp plans, and accelerate attainment.”

“Leverage Artificial Intelligence (AI) to predict employee productivity and expected payback of individual reps in order to reconcile top-down targets with bottoms-up capacity. Use data-driven metrics to assess target achievability. Align corporate targets across territories, products, business segments and sales roles.”

Ventana Research Evaluation Xactly ranked second overall in this Value Index research. The vendor’s product line supporting sales performance management performed well, earning Value Index Leader status in four categories: Usability, Adaptability, TCO-ROI and Validation. Strong performance across all seven categories means the vendor is a Value Index Leader in both Product and Customer Assurance.

The vendor’s broad sales performance management portfolio covers three main application areas of planning, execution and optimization. Providing industry comparisons through Xactly Benchmarking and newer resource planning capabilities for capacity analysis and commission expense accounting have expanded the vendor’s footprint and the industry’s view on the potential of SPM. Xactly’s continued investment in all areas, particularly Usability and Manageability, enables it to meet a broader set of roles across sales. Xactly Connect for integration to application and data sources enabled it to be a Value Index Leader in Adaptability.

Our analysis found its lowest performance rating in Capability where it ranked fourth overall; the vendor could improve its support for managers and sellers as well as collaboration capabilities. Metrics on its performance and scalability would better demonstrate its ability to serve very large sales organizations.

Xactly’s commitment to SPM and customers is clearly a strength and its Value index Leader rating in Customer Assurance represents a critically valuable part of its efforts. The vendor’s investments in its product portfolio have bolstered its relevance and market leadership in sales performance management.

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Appendix: Vendor Inclusion All vendors that offer relevant sales performance management products and meet the inclusion requirements were invited to actively participate in the Value Index evaluation process, at no cost to them. If a vendor did not respond to or declined the invitation, a determination was made whether to include it in our analysis based on our inclusion criteria. These criteria are designed to ensure we include in our evaluation all vendors with geographic operations, customer base and revenue as well as all relevant aspects of the products’ fit for the particular category being evaluated.

For inclusion in the Ventana Research Sales Performance Management Value Index for 2019, a vendor had to be in good standing financially and ethically and have more than 50 dedicated workers, at least $5 million in annual or projected revenue and at least 25 customers. The principal source of the relevant business unit’s revenue had to be software related and there must have been at least one major software release in the last 18 months. The product needed to be able to manage including modeling and measuring sales performance through quotas; manage and optimize sales compensation and incentives plans; support sales reps or sellers, managers, operations and executives; enable management and optimization of territories by quotas and reps; and perform sales planning, analytics and reporting.

If a vendor is actively marketing, selling and developing a product as reflected on its website that is within the scope of the Value Index, it is automatically evaluated for inclusion. We have adopted this approach because we view it as our responsibility to assess all relevant vendors whether or not they choose to actively participate.

Seven of the nine suppliers responded positively to our requests for information and provided completed questionnaires and demonstrations to help in our analysis of their sales performance management products. SAP and Optymyze declined to fully participate in our assessment. To organizations evaluating this vendor, we recommend extra scrutiny as part of the software assessment because it did not make its technology or complete information available for the Value Index evaluation process; online material that was generally available was used for the analysis along with briefings and information provided. This

report includes products generally available as of August 2019.

We did not include a number of other vendors in this Value Index evaluation because they did not satisfy the criteria that our methodology for this research requires.

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