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.