A New Revenue Paradigm
Boards demand operating leverage, increased efficiency and results, yet sales teams remain buried in administrative tasks and fragmented tools.
The old model of disconnected data and manual reporting is broken.
Every enterprise must now decide: transform or fall behind.
Helping revenue teams adopt and use AI effectively is the key to meeting Board demands.
What Is Revenue Action Orchestration (RAO)?
Revenue Action Orchestration (RAO) is a new sales technology market defined by Gartner.
It unifies legacy systems—sales engagement, revenue intelligence, and CRM/SFA—into one AI-driven system of seller action.
“Revenue action orchestration, a new sales technology market, merges capabilities across sales engagement, revenue intelligence and CRM/SFA markets into a unified, AI-driven solution.”
— Gartner, “Boost Sales AI Impact With Revenue Action Orchestration: A Gartner Trend Insight Report,” Dan Gottlieb and Steve Rietberg, 1 October 2024.
Core RAO Attributes (per Gartner):
Primary System of Seller Action: The central hub for guided, AI-driven selling.
Unified, AI-Ready Data Foundation: Captures and normalizes all revenue signals.
Cross-Functional Scope: Connects Sales, RevOps, Marketing, and IT.
AI-Guided Decisions: Predicts outcomes and prescribes next best actions.
Early Mainstream Adoption: Rated High Benefit on the Gartner Hype Cycle for Revenue and Sales Technology, 2025.
(Source: Gartner, “Hype Cycle for Revenue and Sales Technology, 2025,” Sandhya Mahadevan et al., 18 July 2025.)
Rox Setting the Pace in the RAO Revolution
Rox is purpose-built for RAO
AI Native from Day One
While traditional vendors bolt AI onto old systems, Rox was designed as a full-stack, AI-native platform — not a lightweight automation layer. Rox can runs directly on your enterprise data warehouse, serving as both the system of context (where all customer data and signals from all internal and external sources live) and the system of action (where thousands of AI agents autonomously execute work).
This means, sellers can spend more time with customers while agents can orchestrate every step of the revenue process and complete 90% of the necessary knowledge work.
Rox Alignment With Gartner’s RAO Capabilities
Advanced Activity Intelligence
Gartner Definition: Detects buyer interactions across systems (email, calendars, collaboration tools) and analyzes communications for insight.
How Rox Delivers: Rox agents continuously monitor accounts via email, Slack, CRM, and public sources through the Monitor feature.
Deal Scoring
Gartner Definition: Combines activity and deal attributes to assess deal health and close probability.
How Rox Delivers: The Opportunity Management feature uses AI to flag pipeline risks and prioritize winnable deals.
Pipeline Analytics
Gartner Definition: Illustrates risks and opportunities down to the deal level.
How Rox Delivers: Rox centralizes internal and external data to power real-time pipeline and forecast insights. It flags risks across all deals and notifies you of the most important ones.
AI Actions
Gartner Definition: Provides sellers with a prescriptive list of next best actions.
How Rox Delivers: Rox surfaces relevant insights related to accounts and recommends next best actions.
AI Sales Assistant
Gartner Definition: End-to-end workflow assistant for daily tasks, often chat-based.
How Rox Delivers: Rox Command is a conversational interface that lets you research, reason, and take action directly on top of your system of context. From a single prompt, it can run outreach campaigns, write pre-meeting briefs, surface deep insights across your data, fill RFPs, and more.
Sales Forecasting
Gartner Definition: Uses augmented analytics for predictive forecasting.
How Rox Delivers: Rox supports forecasting through Custom Apps built on AI risk and pipeline models.
Account Intelligence
Gartner Definition: Combines first- and third-party data to guide account planning.
How Rox Delivers: Rox unifies all public and private data signals into one intelligence layer.
Persuasion Insight
Gartner Definition: Measures buyer sentiment, behavior, and relationship health.
How Rox Delivers: Rox’s Meet analyzes conversations to assess engagement quality and sentiment.
Sources: Gartner, “Boost Sales AI Impact With Revenue Action Orchestration: A Gartner Trend Insight Report,” Dan Gottlieb and Steve Rietberg, 1 October 2024; Gartner, “Hype Cycle for Revenue and Sales Technology, 2025,” Sandhya Mahadevan et al., 18 July 2025.
The Business Impact of RAO
Gartner highlights that RAO “unlocks pipeline, revenue and productivity growth by capturing data across platforms, consolidating activity data for consistent interpretation, and orchestrating actions among go-to-market roles to improve collaboration.”
— Gartner, “Hype Cycle for Revenue and Sales Technology, 2025,” Sandhya Mahadevan et al., 18 July 2025.
Rox operationalizes this vision by delivering:
Increased forecast accuracy from unified data models
Higher win rates and engagement through continuous, context-aware action orchestration
Higher Conversion, Selling Price and Faster Seller Ramp Up – Customer Results:
10-15% higher conversion rates (Ramp)
40-50% higher average selling price (Bynder)
50% faster ramp time for new team members (WSP)
The New Standard for Revenue Performance
Rox empowers every revenue team to move from data collection to action orchestration. With Rox, every seller gains an AI copilot, every leader gains real-time visibility, and every enterprise accelerates growth through orchestration at scale.
The future of revenue is orchestrated.
Explore Rox
Ready to see Rox in action?
Get started here or contact sales.
Gartner Disclaimer
GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates and is used herein with permission. All rights reserved.
References to Gartner research are provided for contextual understanding and do not constitute endorsements of any vendor, product, or service.
