Press Release

Altify’s Customer Revenue Optimization Powers the Post-CRM World for French Enterprises

Industry-first suite of CRO applications enables value creation at every customer touchpoint to unlock and maximize new revenue opportunities

Industry-first suite of CRO applications enables value creation at every customer touchpoint to unlock and maximize new revenue opportunities

San Jose, Calif. and Paris — Jun 27, 2019 — Altify, the pioneer and leader in Customer Revenue Optimization (CRO), today announces significant validation from leading French enterprises which have achieved sales transformation with CRO. Using Altify’s first suite of CRO applications, organizations such as Sodexo, Orange Business Services, Alcatel Lucent Enterprise, Teleperformance have been able to bring additional value to their customers while achieving improved sales execution and sustained sales success.

Altify’s 2019 CRO Benchmark Study of global sales and business leaders revealed 92 percent see revenue generation as their primary focus for 2019, with growth from new customers as the top revenue driver for 75 percent of sales teams. This is a shift away from previous Altify benchmarks, which have had Customer Retention in the top spot. Adopting a CRO approach ensures businesses no longer need compromise between delivering short-term revenue goals and building long-lasting and lucrative customer relationships.

CRO is the future of enterprise selling, developed by Altify and bolstered by support from analyst houses including Ovum, IDC and Aragon Research, whose research paper pitted the development of CRO as the next step on from CRM. In particular this involves the creation of extended revenue teams, consisting of everyone within an organization who has contact with a customer, from pre-sales and consulting, to post-sales support and partners.

“Today’s empowered and educated buyers expect great experiences – they don’t want to be sold to,” said Altify CEO, Anthony A. Reynolds. “Continuously heightened customer expectations require Chief Revenue Officers and the entire revenue team to put the customer first and to optimize every experience to deliver value. Failing to understand this and to properly leverage Customer Revenue Optimization is the difference between winning customers and losing them.”

CRO was developed based on the insight that sales and business leaders are under constant pressure to align customer retention and revenue generation, two metrics which are traditionally at odds. Customer Revenue Optimization modernizes the traditional Customer Relationship Management (CRM) model by improving the personalization of the customer experience (CX) – two critical success factors in highly complex B2B sales.

“We fully appreciate the need to build strong business relationships with our clients to allow us to position ourselves as a strategic partner,” said Anne Porcario, VP Group Sales Effectiveness and CRM Solution at Sodexo. “Altify’s Relationship Map will enable us to navigate the web of influence within the clients’ organization and have better knowledge of their needs and expectations – creating value towards the goal of developing a longstanding, mutually profitable collaboration.”

CRO combines Altify’s deep understanding of sales strategy and best practices with sales methodology, enabled with augmented and artificial intelligence to enable guided selling. Customer Revenue Optimization radically re-imagines and enhances the traditional CRM model to ensure organizations truly put customers at the center of their business by:

  • Harnessing the knowledge of the entire enterprise to understand the customers’ business problems.
  • Improving revenue capability and execution by moving from selling products to enabling customer outcomes.
  • Continuously optimizing all organization resources to drive better experiences and unlock more revenue.
  • Making every employee part of the revenue team.

“Enterprises’ digital transformation must implement a truly customer centric approach to have an impact. Internal processes need to be seamless, especially when it comes to helping the revenue team. In their journeys to create and sustain a trusting engagement with their clients in the long run, thus growing revenues in a predictable way, they need solutions to guide them. At Devoteam our priority is to accompany our clients with a “Tech for People” perspective”, said Benoist Bazzara, President at Devoteam Customer Effectiveness. “We want them to be able to make the most of the latest technologies to help their employees be even more productive and successful in their roles. We have therefore chosen to collaborate with Altify as their solutions and approach address the challenges of companies with an agile mindset.”

The Future of Strategic Selling

Leading analyst firm, Aragon Research, outlined the future of strategic selling in their latest research report “Customer Revenue Optimization (CRO): Automate Sales or get Left Behind”.

Aragon describes Customer Revenue Optimization as a new category that automates the selling process into a set of definable actions that sales reps and sales managers need to take to win deals, grow accounts, and maximize revenue for new business as well as upsell, cross sell, and manage renewals in an account. According to Aragon Research, the market for CRO solutions will reach US $3.12 billion by 2024, growing at an aggressive 39% CAGR.

According to the report, when sales teams implement CRO into the selling process, they can expect consistent revenue growth with account plans and opportunity plans that guide sellers and the extended revenue team.

About Altify

Altify is the Customer Revenue Optimization company, helping businesses generate value and grow revenue. Providing best practices, methodology and technology, Altify helps revenue teams visualize customers and their desired outcomes, unlocking revenue growth and building sales excellence.

Built natively on the Salesforce platform, Altify’s CRO application helps thousands of salespeople, sales leaders and executives achieve sustained customer revenue optimization and sales success. Altify customers include Autodesk, Bell Canada, BT, Comcast, GE, Workday, HP Enterprise, Johnson Controls, United Healthcare, Optum, Salesforce, and Western Union Business Services.

For more information visit or connect via social media:

Twitter (@AltifyInc)
The Altify Blog

About Devoteam

At Devoteam, we deliver innovative technology consulting for business.

As a pure player for Digital Transformation of leading organisations across EMEA, our 7,200 professionals are dedicated to ensuring our clients win their digital battles. With a unique transformation DNA, we connect business and technology.

Present in 18 countries in Europe and the Middle East, and drawing on more than 20 years of experience, we shape Technology for People, so it creates value for our clients, for our partners and for our employees.

Devoteam achieved revenues of €652.4 million in 2018. At Devoteam, we are Digital Transformakers.

ISIN: FR 0000073793, Reuters: DVTM.PA, Bloomberg: DEVO FP