Fragmentation And Consolidation In SalesForrester Research
Kate Leggett, VP and Principal Analyst
June 11, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 3
Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report
Customers Control The Conversation That They Have With Businesses
© 2015 Forrester Research, Inc. Reproduction Prohibited 4
Source: June 27, 2014 “What drives a profitable customer experience”, Forrester report
Good Customer Experiences Are Good For Business
Retention Enrichment Advocacy
The likelihood that a customer will keep existing business with the company
The likelihood that a customer will buy additional products and services from the company
The likelihood that a customer will recommend the company to others
© 2015 Forrester Research, Inc. Reproduction Prohibited 5
March 2014 “How Three B2B Firms Measure Customer Experience”
© 2015 Forrester Research, Inc. Reproduction Prohibited 6
Two thirds of companies use CRM as a foundation for customer engagement
The CRM software category is a $26B category in 2015
It is projected to grow by 11% in 2015 and 13% in 2016
© 2015 Forrester Research, Inc. Reproduction Prohibited 7
But, CRM Success Can Be Elusive“What are your organization’s biggest challenges to improving customer management capabilities?”
(Please select all that apply)
67%
© 2015 Forrester Research, Inc. Reproduction Prohibited 8
PAIN FREE PROACTIVE
PERSONAL PRODUCTIVE
© 2015 Forrester Research, Inc. Reproduction Prohibited 10Source: Channel Management Core To Your Customer Service Strategy: Jan 20, 2015
Understand That Your Customers Expect Effortless Engagement
55% will abandon online purchases if they can’t find a quick answer
For 77%, valuing their time is the most important thing a company can do to provide them with good engagement
© 2015 Forrester Research, Inc. Reproduction Prohibited 11
Caterpillar Identifies 12 Touchpoints That Drive Loyalty
© 2015 Forrester Research, Inc. Reproduction Prohibited 12
Profile
Situation
Current/future needs
© 2015 Forrester Research, Inc. Reproduction Prohibited 14
So what is happening with the CRM technology ecosystem?
© 2015 Forrester Research, Inc. Reproduction Prohibited 15
Marketing
Customer Service
Sales
CRM Started Simple
© 2015 Forrester Research, Inc. Reproduction Prohibited 16
Marketing
Customer Service
Sales
CRM Started Simple• Team and territory setup• Sales processes setup• Call scripts• Contact and account management• Lead management• Opportunity management• Deal tracking• Discounting and approvals• Forecasting• Sales performance management• Commissions management• Incentive compensation
© 2015 Forrester Research, Inc. Reproduction Prohibited 17
Today, Much of CRM Is Commoditized-The Enterprise CRM Wave, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 18
Today, Much of CRM Is Commoditized-The Midsize CRM Wave, 2015
© 2015 Forrester Research, Inc. Reproduction Prohibited 19
Cloud CRM Puts The Power In The Hands Of The Business Buyer
© 2015 Forrester Research, Inc. Reproduction Prohibited 20
Cloud CRM Puts The Power In The Hands Of The Business Buyer
50%
© 2015 Forrester Research, Inc. Reproduction Prohibited 21
Cloud CRM Puts The Power In The Hands Of The Business Buyer
30%
© 2015 Forrester Research, Inc. Reproduction Prohibited 22
Marketing
Customer Service
Sales
CRM Is Fragmenting
© 2015 Forrester Research, Inc. Reproduction Prohibited 23
Sales Management
Sales Professional
Sales Operations
© 2015 Forrester Research, Inc. Reproduction Prohibited 24
Sales Professional
• Not mobile-enabled• Lack customer visibility• Fail to leverage sales collateral effectively• Lack insights about past deals and discounting
thresholds• Cannot manage their prospects on their terms• Waste time on administrative tasks
© 2015 Forrester Research, Inc. Reproduction Prohibited 25
Sales manager
• Lack the ability to standardize processes• Struggle to up-level performance• Struggle to optimize territories• Struggle with pipeline management• Struggle to streamline quoting and discounting
© 2015 Forrester Research, Inc. Reproduction Prohibited 26
Sales manager
Field sales
Sales ops
• Cannot optimize the sales process• Fail to maximize revenue/contract• Cannot effectively answer RFPs• Ineffectively manage renewals• Cannot effectively forecast
© 2015 Forrester Research, Inc. Reproduction Prohibited 27
Sales Automation
Sales Content Mgmt CPQ
CLM
Sales Productivity
PRMAnalytics
Market intelligence
Sales Performance
Mgmt
Customer Success
© 2015 Forrester Research, Inc. Reproduction Prohibited 28
Sales Automation
Sales Content Mgmt CPQ
CLM
Sales Productivity
PRMAnalytics
Market intelligence
Sales Performance
Mgmt
Customer Success
Apttus, CallidusCloud, PROS Cameleon CPQ, IBM Sterling CPQ, Big Machines
Apttus CLM Matrix, IBM Emptoris, Revitas, Selectica, Symfact, Axis, ServiceSource
Brainshark, KnowledgeTree, Prolifiq, Savo, Hoopla, Qvidian, Clearslide, Showpad, Skura, Mediafly
Yesware, Trustsphere, Toutapp, Introhive, RingDNA, RelateIQ
CallidusCloud, IBM Cognos SPM, Xactly, Beqom
Bluenose, Gainsight, Totango, Frontleaf, Amity, ServiceSource, Preact
InsideView, Avention, Dun & Bradstreet,
FirstRain
Netsuite Treehouse, Relayware, Planetgroup
Introhive, SalesChoice, Datahug, Revegy, Pega,
KXEN (SAP), Oracle (RTD)
© 2015 Forrester Research, Inc. Reproduction Prohibited 29
Start with your buyer
Align your sales process to your buyer
Choose technology that supports the end-to-end process
Keep an eye on the technology landscape
Thank you
forrester.com
Kate LeggettVP and Principal Analyst@kateleggett