Despite investing over $149 billion annually in CRM and ERP modernization, most enterprises still struggle to manage complex, hybrid revenue streams. CFOs are under immense pressure to deliver, but forecasts are often off, revenue leaks persist, and finance teams are overwhelmed by manual work.
Many finance teams feel that flawless execution of complex revenue streams—from quote to cash to close—is unattainable. But it doesn’t have to be this way. A well-executed hybrid monetization model is entirely possible, and it’s the key to a more profitable bottom line.
What is hybrid monetization?
Customer expectations are driving companies away from one-time sales. Hybrid monetization models provide a mix of solutions, services, and pricing options within a single offering, including subscriptions, usage-based billing, and outcome-based pricing. These options improve customer loyalty and accelerate revenue.
To manage these hybrid revenue streams, companies need to:
- Reduce complexity
- Plug cross-stream leaks
Here are three steps to get started:
Step 1: Pinpoint your revenue roadblocks
You can’t fix what you can’t see. Start by identifying the primary points of friction:
- Legacy systems: Traditional CRMs manage relationships, not revenue. ERPs provide stability, not agile monetization. This misalignment forces teams into a maze of spreadsheets that can’t keep pace with dynamic price changes and multi-party revenue sharing.
- Poor data integrity: Revenue-critical data is often scattered, inaccurate, or missing. The 2024 Global Corporate Reporting Survey by Ernst & Young found that 96% of finance teams struggle with the integrity of non-financial data—a fundamental obstacle to accurate reporting.
- Disclosure complexity: Continuous adjustments to hybrid pricing models drastically increase contract management and reconciliation tasks, making financial disclosure compliance a time-consuming and high-risk process.
Step 2: Adopt proven growth drivers
Solving these challenges requires a unified approach across people, process, and technology. Gather a cross-functional team, including finance, sales, marketing, and customer success, to eliminate blind spots.
Focus on streamlining the revenue lifecycle:
- Standardize your profit levers: Analyze contract and pricing data to identify your most effective models. Use these insights to refine practices for maximum profitability.
- Integrate quote and contract management: Eliminate the manual handoff (e.g., emailing a PDF from sales to billing) by linking your CRM and contract management systems. This closes gaps, reduces errors, and accelerates invoicing.
Step 3: Leverage automation and AI
The C-suite mandate is clear: adopt AI and accelerate growth. Yet, meaningful ROI within finance often remains elusive because of the underlying data issues identified in Step 1.
When it comes to complex revenue monetization, here are a few strategic ways to use AI across the revenue lifecycle:
- Autonomous Contract Orchestration: Use AI to instantly detect and interpret revenue-impacting contract changes in real-time. This is essential for models requiring continuous adjustments to pricing and terms.
- Automated reconciliation: AI-driven automation can analyze, validate, and reconcile high volumes of invoices and usage events with speed and efficiency.
- Predictive insights: Implement alerts that highlight predictive revenue trends, churn signals, and billing leakage, moving your team from reactive reconciliation to proactive strategy.
Modern revenue management platforms like RecVue RevOS are helping cut complexity and plug cross-stream leaks. By connecting back-office and front-office systems, automating processes at scale, and leveraging AI to detect and interpret revenue-impacting change, enterprises can monetize quickly, accurately, and with flexibility across hybrid monetization models for profitable growth.
Contact one of our experts to learn how you can unify your operations, from quote to cash, by running your revenue on one intelligent platform.
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