Process automation software solutions have become table stakes for Enterprise solution companies. Up until recently, companies have been focusing on process automation as a key differentiator, and for good reason. Process automation is extremely necessary to standardize and scale business process, as well as remove many of the instances of human error and variability. Capable automation tools have been, and still are, highly sought out by companies looking to consistently drive revenue growth and gain the edge over competitors. Process automation, however, is no longer the differentiator that it once was. As is the case with technology, companies that may have missed the train in the past have caught up. There are a vast number of adequate solutions that fit a business’s needs. While process automation is still important in the purchasing path for companies, it has become a box to check off, something that will get you to the table but won’t win you the deal. Companies now need to focus their energies elsewhere if they hope to move customers to purchase. 



The Path of Process Automation

Automation solutions have reigned in disparate systems, as well as disparate employees. From automating a certain individual task, solutions have evolved to encompass entire process paths. In sales specifically, CRM and Quote-to-Cash solutions have enabled companies to get the most out of reps by removing many of the possibilities of variance. However, is automation beginning to reach its upper limit? As companies continue to add capabilities, what is the next frontier? Well, it is time for companies to take a break from linear process-oriented tactics (continually driving upgraded performance through improved product capabilities), and embrace an outcome-focused, behavior driven and machine intelligent strategy.



Behavioral Capabilities

While process automation has made it easier to track and create consistency in business, how is it producing the optimal behavior? In reality, it is not. As a result, it has recently become a major focus of leading companies to effectively influence the optimal behavior, especially in sales reps. While automation guides a rep towards the correct behavior, many times it does not change much. Often times, for example, reps will still operate outside of the correct process, asking for extreme discounts of sales management or failing to adopt the solution.



For enterprise solution companies to gain the edge over competitors, and move past process automation as a differentiator, companies should move toward behavioral capabilities that produce the outcomes that the consumer wants, not just the features and functions that may, or may not, produce the desired outcome. How can you influence the behavior of your end user to produce the desired outcome? Potential customers are looking for the next step past automation, solution companies must respond and move towards behavior.



Intelligence Focused

Machine Learning. It is a buzzword, but it is one for good reason. Potential customers are beginning to expect companies to incorporate machine intelligent strategies into their solutions. While process automation gets you to the table, an intelligence strategy will win you the deal. In organizations, there are very large amounts of information based off of the data collected from what people have done in the past. This data can be leveraged to produce insights that weren’t previously available. These insights may reduce cost, eliminate efficiencies, drive revenue, and more; all things that resonate deeply with C-level executives. As the capabilities, and hype, of Machine Learning grows, companies will begin to expect the technology to be incorporated into their solutions. As a result, enterprise solution companies need to begin developing a strategy to match these needs.



While the features and functions of process automation have gotten enterprise solutions to this point, they are no longer the differentiator that they once were. Process automation is becoming table stakes; something that may get you in the running, but not something that will completely move an opportunity to purchase. Enterprise software solutions must begin to look towards the horizon; toward behavioral and machine intelligence capabilities that will produced the desired outcome in the customer, not just equip them with more features and functions.

Interested in more information on the future of software solution differentiation? Watch Apttus CEO Kirk Krappe speak about how Apttus is moving past process automation, leveraging behavioral incentives and Machine intelligence to drive the outcomes company’s require to succeed.