Why Better Data, Not Better Tools, Creates Competitive Advantage ft. James Fothergill

Most revenue teams have more dashboards than they've ever had — and fewer decisions to show for it.James Fothergill is Director of Revenue Management at Forge Holiday Group, the UK holiday-letting business behind Sykes Holiday Cottages and Forest Holidays. Between the two brands, Forge prices and manages more than 25,000 owner properties and 700 owned lodges, sending over 2.5 million guests on holiday every year.In this episode of RevLabs, host Kyle Driskell, Manager of RM Partnerships at PriceLabs, sits down with James to break down the four things that actually create competitive advantage once everyone has access to the same pricing tools and distribution channels, and why most of it comes down to decision quality, not technology. James shares Forge's specific filter for deciding what to build in-house versus rent from a partner, how the business keeps 20+ regional brands feeling local while running one centralized platform, and where AI is already changing the job for both head office and frontline account managers.Key Takeaways:Why "everyone measures everything and decides nothing" is the most common failure mode in revenue teamsForge's test for whether to build a capability in-house or buy it off the shelfHow AI is reducing the cost of data analysis, and putting insight directly into the hands of people who can act on itWhy owned demand compounds and rented demand doesn'tWhat actually differentiates a 25,000-property portfolio from local competitorsTo learn more, visit https://hello.pricelabs.co/enterprise/Join RevLabs Newsletter and get curated insights from Kyle, featuring the best podcast conversations, market trends, upcoming live sessions, and practical trainings to help you grow as a revenue manager: https://survey.zohopublic.com/zs/NaBB1dThinking of giving it a try? Sign up for a free 30-day trial period at https://pricelabs.co/users/sign_up