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December 8, 2015

As companies invest in CRM and CPQ solutions, big data has become a priority for many organisations as the main vehicle to drive revenue growth. In 2016, we will see changes in the big data industry as more companies use predictive and prescriptive analytics to stand out from their competitors.

1. 2016 is the year of predictive and prescriptive analytics

In 2016, organisations will realise that data has uses far beyond seeing what happened in the past with descriptive analytics. They will use analytics, aided by data science, to develop prescriptive actions, including what customers are most likely to buy and what prices will win business. Companies will realise the benefits of these analytics and identify actions they can take. These prescriptive actions will set a path to drive meaningful revenue and margin growth, and deliver material and measurable business impact.

2. Chief Revenue Officers and Chief Insight Officers are the next big things

Chief Revenue Officers will take on an expanded leadership role in 2016 as companies realise they need an executive specifically responsible for profitability. This role will incorporate both sales and marketing functions in an organisation, uniting business goals and removing obstacles that are inhibiting the organisation’s ability to drive revenue growth.

In 2016, Chief Insight Officers – versus Chief Data Officers – will emerge as crucial leaders in big data compilation and as drivers of actionable insights that generate meaningful revenue growth, and expand and sustain profitability.

3. CRM and CPQ are 2016’s dynamic duo.

Jahrelang war CRM ein funktionsorientiertes Tool, das auf die Automatisierung von Prozessen, Prognosen und Berichten ausgerichtet war und für Vertriebsleiter entwickelt wurde, um ihre Vertriebsteams im Auge zu behalten. Ein Tool, das viele Vertriebsteams verachten.

In 2016, CRM will evolve as CPQ – configure, price, quote – adds capabilities that help sales teams drive real revenue and profit growth. By enabling teams to configure offers for customers with data-driven pricing, they can respond quickly with quotes developed in minutes, not weeks or hours. We’ll see a shift from CRM oversight to CRM productivity, resulting in revenue and margin benefits for companies.

Auch CPQ und Preisoptimierung werden immer mehr an Bedeutung gewinnen. Das neue und aufkommende Geheimnis der CPQ ist das magische "P", das die datengesteuerte Preisoptimierung beinhaltet. 2016 wird der Wendepunkt für intelligente Preisgestaltung sein, da CRM und CPQ zusammenwachsen, sodass Marketing- und Vertriebsteams viel besser in der Lage sind, Umsatzwachstum zu erzielen.

4. 2016 will be a challenging year for meeting sales quotas

Die Prognosen deuten darauf hin, dass das Umsatzwachstum im Jahr 2016 aufgrund einer Vielzahl globaler Faktoren nur schleppend verlaufen wird: Chinas Konjunkturabschwächung, Entlassungen in der Industrie, gedrückte Ölpreise und ein niedriges BIP sowie die anhaltende Volatilität der Weltwährungen, der Rohstoffe und des globalen Wettbewerbs. Im Jahr 2016 werden die Unternehmen mit einer gleichzeitigen Flut dieser Faktoren konfrontiert sein, mit dramatischen Preisdeltas, die über die üblichen Erwartungen hinausgehen. Wir gehen davon aus, dass die breite Bevölkerung mit den Tatsachen konfrontiert wird, dass die Schulden aus dem Crash von 2008 abgetragen werden müssen, was zu weniger Ausgaben in der gesamten Wirtschaft führen wird.

In 2016, procurement organisations will increase their negotiating pressure and hammer teams to lower prices. Organisations that don’t use data-driven predictive and prescriptive analytics to advance selling will find themselves behind more agile competitors. By using CRM systems enabled with CPQ, organisations will be ahead of the pack and winning deals.

5. Companies relying on oil and oil-based derivatives to produce products will continue to experience increased pricing pressure

Companies in the chemicals and transportation industries consistently deal with volatility in managing their businesses. With the 2015 downward spiral in oil and gas, we expect 2016 will be another challenging year.

Suppliers should be prepared for continued pressure from customers demanding lower prices when they know input costs have decreased. Suppliers need to understand each customer’s profitability and know where they can lower prices – not margins. Smart suppliers will selectively maintain price points, while keeping customers profitable and competitive with other companies.

6. Commodity food prices will fluctuate even more, as oil prices remain depressed

In 2016, we’ll continue to deal with volatility in the food industry, which continues to be inextricably linked to depressed oil prices. Uncertainty caused by the actions of global players, including China and Russia, will likely be a factor. Successful companies will identify the path to profitability using data science and prescriptive analytics to align product, demand and availability, generate meaningful revenue growth, and expand and sustain profitability.

7. Currency volatility and instability will continue to create difficulties for global food suppliers

As companies deal with customers in countries where global currency swings are the norm, they must be prepared to take advantage of these fast-changing markets and protect their profitability. Prescriptive, data-driven analytics will play a key role in enabling them to realise their own revenue and profit potential amidst the chaos.

8. The age of scientific pricing is here to stay

In 2015, there has been a lot of talk about dynamic pricing, from ride-sharing services, sporting events, and even governments using it to manage traffic and parking congestion. In 2016, we expect to see broader adoption of dynamic pricing as companies strive to better balance supply and demand, and get comfortable with the available data and technology needed to adopt this practice. Consumers are also becoming more accepting of companies that use these practices, as long as the bounds of price variability remain reasonable.

By: Craig Zawada, die intelligente Preisverwaltung von PROS integrieren, Chief Visionary Officer