London – July 2025 – Revenue Transformation is more than just a buzzword – it’s a strategic shift that forward-thinking organisations are embracing to stay competitive in today’s evolving markets. From recurring revenue models to unified customer experiences, businesses are reimagining how they sell, price, and deliver their products and services.
In this two-part blog series, we sit down with Principal Solution Engineer for Revenue Transformation at Oracle, Orabi Muhammad, to explore how this transformation is unfolding and how Oracle plays a vital role in enabling it.
As a long-standing, dedicated Oracle partner, Enigen brings this vision to life and is at the forefront of this shift.
To quote Kartik Raghavan, Oracle’s SVP of Product Development: “Oracle CPQ has long been the engine behind a better, more efficient seller experience—streamlining complex sales, accelerating quote‑to‑cash, and driving revenue growth.”
Orabi, can you tell us a bit about your role at Oracle?
As part of Oracle’s CX and Revenue Management pre-sales team, my role is to help organisations align their customer experience strategies with scalable revenue operations. That includes guiding them through CPQ modernisation, helping unify pricing and product catalogues, and ensuring they can support new revenue models without increasing complexity. Oracle’s approach emphasises a unified platform that seamlessly integrates front-office and back-office functions.
What are you seeing in the market right now?
The market trend is clear: flexibility and consistency across channels are paramount. Eswar Vadya, Head of Product Management of Oracle CPQ Cloud, highlights the growing importance of adaptive pricing models and unified customer experiences in today’s evolving sales environment—needs that Oracle’s CPQ solution is purpose-built to address.
As he explains: “As legacy tools sunset, Oracle is already helping global enterprises transform revenue streams with a single, scalable suite. For leaders prioritising agility in monetisation, this isn’t just an upgrade—it’s a strategic reset.”
We’re seeing companies move beyond one-time product sales into diversified models—subscriptions, usage-based pricing, partner-led channels, and self-service options. This shift requires:
- A unified product catalogue that decouples product definition from how it’s sold
- Pricing strategies tailored to market, location, or mandatory services
- Consistent customer experiences across all sales channels, including self-service
Businesses are rethinking how they approach customers. Whether it’s direct sales or self-service, consistency is key.
Legacy CPQ platforms, especially those from acquired players like SteelBrick, often struggle to support this shift without layering expensive upgrades or new SKUs. Oracle’s native capability to support evolving models is a key differentiator.
How does this connect to helping clients transform their revenue processes?
Revenue Transformation is about creating a connected journey—from front office to back. It involves aligning sales, finance, operations, and customer experience on a single platform. Oracle CPQ is like the engine that drives this journey—capturing revenue efficiently, accurately, and at scale.
Oracle’s integrated approach ensures that all departments work from a single source of truth. This alignment is critical for organisations aiming to streamline their quote-to-cash processes and enhance revenue accuracy.
Many Salesforce customers today deal with multiple vendors across the quote-to-cash cycle—from CPQ to billing to analytics. This patchwork architecture can limit agility and add cost. Oracle provides a fully integrated stack to address this from day one.
What does ‘Revenue Transformation’ mean in practical terms?
For many businesses, it means:
- Selling the same product through multiple channels without duplicating definitions
- Managing multiple pricing and billing models
- Supporting different teams with different tools, but ensuring they all operate from a single source of truth
Practical revenue transformation involves operational agility. Oracle’s CPQ solution enables businesses to adapt quickly to market changes, ensuring consistency and efficiency across all sales channels.
Companies with bolt-on CPQ solutions often hit a ceiling when trying to expand to usage-based or recurring pricing models. Oracle’s flexibility eliminates that ceiling—empowering teams to adapt pricing and delivery models without rebuilding the system.
What are the most common challenges in quote-to-cash processes?
- Fragmented systems between sales and finance
- Inflexible CPQ tools that can’t scale
- Errors in pricing, bundling, or approvals
- Lack of visibility across the revenue cycle
Fragmentation often leads to inefficiencies and errors. Oracle’s unified platform addresses these challenges by providing end-to-end visibility and control over the entire revenue lifecycle.
These pain points are especially common among Salesforce CPQ users reliant on SteelBrick’s legacy codebase, which requires custom development for even basic extensions. Oracle’s native scale and breadth make it easier to grow without complexity.
Part one of our conversation with Orabi makes it clear that Revenue Transformation isn’t just about new tools – it’s about rethinking how businesses operate across sales, finance, and customer experience. As we’ve seen, Oracle’s unified CPQ solution plays a critical role in enabling that shift with the scalability, flexibility, and integration today’s revenue models demand.
We look forward to sharing Part 2 shortly “Unpacking the How with Oracle CPQ”