Gartner defines the revenue action orchestration (RAO) market as a category of technology vendors that use AI to improve sales productivity. Vendors capture revenue signals into one normalized data model, creating an AI-ready commercial dataset. RAO serves as the primary system of seller action and a single source of truth for sales interactions. For sellers, RAO facilitates AI-guided decision making and helps execute sales actions across multiple channels. For operations, RAO integrates AI into deal management, pipeline analytics and forecasting.
Clari’s Enterprise Revenue Orchestration platform delivers Revenue Context to Run Revenue – running AI and agents at enterprise scale.
The Clari Revenue Orchestration Platform leverages all structured and unstructured data from every human- and machine-generated revenue interaction into a single, time-series data model, managing over $5 trillion in revenue for global enterprises.
Thousands of sales, marketing, and customer success teams at leading companies use Clari’s insights to improve win rates, prevent slipped deals, forecast with accuracy, and boost the productivity of all revenue-critical employees.
Salesloft is a software designed to streamline sales engagement processes for teams by providing tools to facilitate communication, tracking, and workflow management. The software helps users manage customer interactions through automated email sequencing, phone dialing, and social engagement features, enabling consistency and efficiency in outreach efforts. It offers analytics and reporting capabilities that allow businesses to assess the effectiveness of sales activities and strategies. Salesloft integrates with various customer relationship management platforms, supporting the synchronization of contact and activity data. The software aims to address challenges in sales productivity and visibility, supporting users to organize, automate, and analyze engagement tasks for improved forecasting and alignment with business objectives.
Gong is a software designed to analyze customer interactions across phone calls, web conferences and emails, providing insights to sales teams and customer-facing organizations. The software uses conversation intelligence technology to capture and process communications, enabling users to track deal progress, assess sales messaging effectiveness and identify key trends in customer engagement. Gong facilitates coaching by highlighting opportunities for improvement and flagging risks in sales pipelines. It integrates with customer relationship management systems and various collaboration platforms to streamline workflow and data accessibility. Businesses use this software to optimize sales strategies, improve team performance and enhance decision-making based on data-driven analysis of past interactions.
ZoomInfo Sales is a software designed to support sales teams by providing access to a comprehensive database of business contacts and company information. The software enables users to identify, connect, and engage with potential prospects using enriched organizational profiles, direct dials, and email addresses. It offers tools for lead generation, pipeline management, and market segmentation, allowing sales professionals to target the right audiences efficiently. By integrating with various customer relationship management platforms, ZoomInfo Sales streamlines the sales workflow and aims to optimize outreach strategies. The software addresses the business challenge of finding accurate contact information and decision-makers efficiently, helping organizations improve lead qualification and accelerate sales processes.
HubSpot Sales Hub is a software designed to streamline and manage sales processes for businesses. It offers features including contact and lead management, email tracking, pipeline management, reporting, and task automation. The software provides tools for scheduling meetings, logging sales activities, and tracking deals at various stages. HubSpot Sales Hub integrates with customer relationship management systems to centralize data and automate routine sales tasks, supporting improved productivity and organization for sales teams. The software addresses the business problem of fragmented sales workflows by consolidating information, facilitating collaboration, and providing insights that help identify opportunities and forecast revenue.
Salesforce Sales Engagement is a software designed to streamline and automate sales processes by providing tools for managing communications, tracking interactions, and coordinating sales activities. The software integrates with customer relationship management systems to offer features such as automated email sequencing, call logging, activity tracking, and analytics that allow sales teams to monitor progress and optimize outreach strategies. By centralizing sales engagement tasks in one platform, the software aims to enhance operational efficiency, improve collaboration among sales representatives, and address challenges related to inconsistent follow-ups and inefficient workflows.
Microsoft Dynamics 365 Sales is a software designed to support sales organizations in managing customer relationships, streamlining sales processes, and increasing productivity. The software provides tools for tracking leads, opportunities, and accounts, facilitating collaboration among team members, and automating routine tasks. Users can access analytics and reporting features to gain insights into sales performance and pipeline management. Integration with other business applications enables teams to unify data and workflows across different departments. By offering customizable solutions for sales forecasting and activity tracking, the software aims to address challenges related to sales engagement, data management, and revenue growth.
Revenue.io is a software designed to enhance sales engagement and productivity through tools that facilitate inbound and outbound communications. The software offers features such as real-time conversation guidance, automated call logging, and performance analytics. It integrates with customer relationship management platforms to deliver context-driven insights during sales calls and meetings. Revenue.io streamlines workflows by enabling voice, SMS, and email communications directly within sales teams existing platforms. The software aims to resolve business challenges related to sales efficiency, coaching, and data-driven decision-making by providing actionable intelligence and automating repetitive tasks.
Revenue Grid is a sales engagement software that provides tools for managing customer interactions and sales processes. The software offers features such as guided selling, revenue intelligence, and activity capture, designed to help sales teams automate workflows and gain insights into sales performance. Revenue Grid integrates with customer relationship management platforms to collect data, track communications, and deliver actionable analytics. By centralizing sales data and monitoring activities, the software aims to address challenges related to sales forecasting, pipeline visibility, and productivity for businesses seeking to improve their sales operations.
Apollo Platform is a software that supports sales and marketing teams by providing tools for lead generation, engagement, and workflow automation. The software enables users to search and filter business contacts and companies, manage outreach campaigns, and analyze data for improved prospecting efficiency. It integrates with customer relationship management systems and email platforms to streamline the process of identifying, connecting, and communicating with potential clients. By automating routine tasks and centralizing contact information, the software assists businesses in optimizing their sales pipelines and enhances the efficiency of managing customer interactions.
Reply.io is a software designed to automate and optimize sales engagement processes for businesses. The software offers multi-channel outreach including email, calls, SMS, LinkedIn, and WhatsApp, aiming to assist users in scaling and personalizing communication with prospects. It features workflow automation, contact management, reporting and analytics, task scheduling, and integrations with customer relationship management platforms. The software addresses the business problem of managing and tracking outreach campaigns by streamlining communication, improving follow-up efficiency, and enhancing productivity for sales teams.
Vymo is a software designed to assist sales teams and managers in financial services organizations by automating activity capture and providing insights into sales processes. The software leverages artificial intelligence to analyze user activities and suggest next best actions that can improve productivity and streamline client engagement. Vymo integrates with existing enterprise systems to aggregate data, enabling organizations to monitor, benchmark, and optimize sales performance. The software aims to address challenges such as manual data entry, inefficiencies in sales workflows, and limited visibility into field activities, ultimately facilitating more informed decision-making and operational effectiveness.
Conquer Cadence is a software designed to streamline and automate sales and customer engagement workflows within enterprise environments. The software integrates with customer relationship management platforms to facilitate efficient multi-channel communication, enabling users to manage phone calls, emails, and other outreach activities from a unified interface. Conquer Cadence offers features that include scheduled touchpoints, customizable sequences, and tracking of customer interactions, supporting teams in organizing and executing sales processes. The software addresses challenges related to manual outreach, inconsistent follow-up, and limited visibility into engagement performance, helping organizations improve productivity and standardize customer engagement strategies across sales teams.
VanillaSoft is a sales engagement software designed to streamline and automate the workflow of sales teams. The software offers features such as lead management, queue-based routing, integrated dialing, email and SMS capabilities, and real-time reporting. VanillaSoft enables users to prioritize leads, track interactions, and manage customer communications in a centralized platform. The software addresses business challenges related to inefficient lead handling, missed follow-up opportunities, and a lack of actionable insights by providing tools to enhance productivity, maintain compliance, and improve engagement with prospects. VanillaSoft is used by organizations that require efficient processes for inside sales, fundraising, and appointment setting.
People.ai is a software designed to enhance sales and revenue operations by leveraging artificial intelligence to capture, manage, and analyze data from various customer interactions. The software automates the process of tracking activities such as emails, meetings, and calls, integrating with existing CRM systems to ensure accurate and up-to-date information. People.ai provides insights into sales performance by mapping engagement across accounts and identifying patterns that can inform business strategies. The software aims to address challenges related to data entry, account visibility, and forecasting accuracy in sales processes, supporting organizations in optimizing productivity and decision-making across their revenue teams.
Aviso is a software designed to assist revenue teams with forecasting, pipeline management, and sales operations. The software uses artificial intelligence to analyze sales data, providing predictive insights and recommendations that help organizations improve deal execution and forecast accuracy. Aviso integrates with customer relationship management systems and other business tools to centralize sales data, enabling teams to reduce manual data entry and assess risk in pipeline opportunities. The software supports collaboration and data-driven decision-making, allowing users to track progress toward sales targets and identify areas for improvement. Aviso aims to address business challenges related to sales forecasting and resource prioritization by delivering actionable analytics and workflow automation for sales and revenue operations.
Koncert Platform is a software designed to streamline and automate outbound sales processes for businesses. It offers features such as multi-channel engagement, including voice, email, and social outreach, allowing sales teams to increase productivity and manage contacts efficiently. The software provides analytics and reporting tools to track activity and outcome, helping users measure performance across campaigns. It includes integrations with customer relationship management systems to facilitate workflow and data synchronization. Koncert Platform aims to address the challenge of manual and repetitive tasks in sales operations by delivering automation and scalability, thereby enabling sales teams to focus on value-added interactions and improve overall engagement with prospects.
CIENCE GO Engage is a software that supports businesses in managing and automating outbound engagement campaigns across multiple channels. The software offers features such as account and contact targeting, messaging workflows, task automation, analytics, and reporting to streamline the process of connecting with potential prospects. It provides tools for building and managing outreach sequences, enabling users to monitor engagement and response data. The software is designed to address the challenge of executing consistent and scalable prospect outreach, aiming to improve sales development efficiency and prospect engagement by providing a centralized platform for outbound communication management.
LeadLoft is a software designed to assist sales teams and professionals in optimizing their lead generation and outreach processes. The software provides tools for identifying potential business contacts, managing prospect lists, and automating sequences for communication. Users can track interactions, access verified contact information, and monitor campaign performance through centralized dashboards. LeadLoft enables integration with various customer relationship management systems to streamline data management. The software aims to address challenges associated with manual prospecting and repetitive outreach tasks, offering features that reduce time spent on lead research and increase efficiency in connecting with potential customers.
Salesmate is a customer relationship management software designed to help businesses manage sales processes, track deals, and automate tasks. The software offers features such as contact management, pipeline tracking, communication management, workflow automation, and reporting. It supports integration with various third-party applications and provides tools for managing email campaigns, scheduling appointments, and monitoring team performance. Salesmate addresses business challenges related to organizing customer interactions, improving sales efficiency, and enhancing visibility into sales operations. The software aims to streamline sales cycles and enable businesses to make data-driven decisions for growth and productivity.
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Features of Revenue Action Orchestration
Updated April 2026
Mandatory Features:
Advanced activity intelligence — Detects buyer interactions in other systems (e.g., email, calendars, web meeting platforms and team collaboration tools) and turns this information into insight. Applies AI to extract metadata (e.g. sentiment, topics, action triggers) and indexes results for querying to provide insight into the quality of an interaction and inform RAO AI capabilities (e.g., AI guided actions, deal scoring)
Deal scoring — Calculates deal health scores, win probabilities, and risk flags for every opportunity by combining advanced activity intelligence with deal context within a specified time frame.
AI-guided actions — Builds a prioritized next-best-actions queue using account intelligence, deal context and advanced activity intelligence signals. Delivers real-time guidance and enables sales teams to dispatch AI agents to execute work.
Knowledge base — Houses a centralized repository of revenue context (e.g., best practices, playbooks, messaging and product info) organized in RAO's knowledge architecture. Continuous AI/ML optimization keeps context up to date, supporting AI-guided actions and AI sales assistant capabilities.
Programmable action orchestration — Orchestrate AI-guided actions with an action library and workflow automation builders. Enables editable rules-based automation (e.g., cadences) and agentic workflow design (e.g., next best actions). Includes modules to govern the platform (e.g., AI agents, accessibility and content permissioning) and optimize actions (e.g., performance tracking).
Data interoperability — Provides a consolidated revenue data model that captures, snapshots and writes-back across CRM, data lakehouses and third-party technologies. Provides a customizable metrics studio. Data is consumable by AI for consistent interpretation and action (i.e., is AI-ready).
Pipeline analytics — Delivers dashboards with consolidated opportunity views, funnel-conversion metrics, win/loss analyses and market-level insights. Supports configurable sales methodologies and business models. Incorporates RAO intelligence (e.g., account, buyer, deal scoring, advanced activity) to offer insight into team and individual performance.
Optional Features:
AI sales assistant — Provides an easy-to-use interface for sellers to ask questions, receive guidance or nudges, access collateral and compose customer communications. Supports a variety of user experiences (e.g., web app, a chat-based UX, browser extension, in collaboration apps.)
Peer Lessons Learned for Revenue Action Orchestration
Published January 2025
These lessons focuses on the responses to the questions: “If you could start over, what would your organization do differently?” and “What one piece of advice would you give other prospective customers?”