CRM Solution Study

1. CRM Solution Study Customer Relationship Management (CRM): Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study By: Clare Price, VP Research With: Kristen Maida, Research Analyst April 2014

2. 3 4 5 7 9 12 Executive Summary What is Customer Relationship Management? Benefits of CRM The CRM Solutions Landscape CRM Deployment Lifecycle Vendor Selection Criteria 21 22 23 About the Research Analysts Our Solution Study Methodology About Demand Metric 18 20 Action Plan Analyst Bottom Line Table of Contents 3 4 5 7 9 12 Executive Summary What is Customer Relationship Management? Benefits of CRM The CRM Solutions Landscape CRM Deployment Lifecycle Vendor Selection Criteria 21 22 23 About the Research Analysts Our Solution Study Methodology About Demand Metric 18 20 Action Plan Analyst Bottom Line Table of Contents

3. EXECUTIVE SUMMARY Customer Relationship Management: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on one of the two foundation technologies of Sales Enablement – Customer Relationship Management (CRM). The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the CRM landscape. This Solution Study will cover:  Definition of the Solution  The Benefits of the Solution  The CRM Solutions Landscape If your organization is considering CRM software, currently implementing a CRM system or providing a CRM-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies and vendor solutions.  CRM Deployment Lifecycle  Vendor Selection Criteria  Action Plan & Toolkit EXECUTIVE SUMMARY Customer Relationship Management: Insights, Landscape & Vendor Analysis © 2014 Demand Metric Research Corporation. All Rights Reserved. Effective Sales Enablement is a multi-stage process. In our Sales Enablement Solution Study Series, we examine each key stage of Sales Enablement from initial marketing and sales alignment to the final deal close and revenue capture. In this report, we focus on one of the two foundation technologies of Sales Enablement – Customer Relationship Management (CRM). The insights and analysis presented in this report are given to provide marketers with a baseline understanding of the CRM landscape. This Solution Study will cover:  Definition of the Solution  The Benefits of the Solution  The CRM Solutions Landscape If your organization is considering CRM software, currently implementing a CRM system or providing a CRM-related product or service, this report will provide you with fresh insights on the landscape, technology, strategies and vendor solutions.  CRM Deployment Lifecycle  Vendor Selection Criteria  Action Plan & Toolkit

4. Demand Metric defines Customer Relationship Management as the strategies, processes, tools and technologies to develop, manage and support customer interactions, relationships and experiences across the organization. At their most basic, CRM systems support sales, marketing and customer service functions. Advanced Enterprise CRM systems now support the entire customer relationship, including activities and interactions from the back office to social communities. WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT? © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis Modern CRM Solutions Integrated Architecture & Platform Sales & Business Intelligence eCommerce Integration Field Service Channel & Partner Management Contact Management Sales Support & Email Marketing Helpdesk & Trouble-ticket Figure 1: Modern CRM Solutions Demand Metric defines Customer Relationship Management as the strategies, processes, tools and technologies to develop, manage and support customer interactions, relationships and experiences across the organization. At their most basic, CRM systems support sales, marketing and customer service functions. Advanced Enterprise CRM systems now support the entire customer relationship, including activities and interactions from the back office to social communities. WHAT IS CUSTOMER RELATIONSHIP MANAGEMENT? © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis Modern CRM Solutions Integrated Architecture & Platform Sales & Business Intelligence eCommerce Integration Field Service Channel & Partner Management Contact Management Sales Support & Email Marketing Helpdesk & Trouble-ticket Figure 1: Modern CRM Solutions

5. The primary benefits of CRM are associated with the three functional areas these systems support – sales, marketing and customer service. Here we explore the fundamental features/benefits of a standard CRM solution. We will explore the advanced and emerging features and benefits such as customer experience and lifecycle management discussed in the CRM Solutions Landscape section of this report. Sales Benefits The primary sales benefits of CRM include:  Prospect customer profiling to provide a comprehensive view of customer details, interests and activities  Lead scoring and account management to enable sales to manage the account as it moves from lead to close  Opportunity management to enable sales to quickly determine where to spend their time for the highest ROI  Territory and quote management to maintain performance and margins  Social selling tools to integrate insights on prospect/customer social activity into the sales cycle and knowledge base  Pipeline management and forecasting with dashboard analytics for better sales performance management  Mobility apps to provide sales the ability to present and sell anywhere on any device (PC, tablet, Smartphone) Benefits to Marketing The primary benefits to marketing include:  List management to create campaigns targeted at the right customer groups  Email marketing campaigns based on deep prospect/customer knowledge BENEFITS OF CRM © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis The primary benefits of CRM are associated with the three functional areas these systems support – sales, marketing and customer service. Here we explore the fundamental features/benefits of a standard CRM solution. We will explore the advanced and emerging features and benefits such as customer experience and lifecycle management discussed in the CRM Solutions Landscape section of this report. Sales Benefits The primary sales benefits of CRM include:  Prospect customer profiling to provide a comprehensive view of customer details, interests and activities  Lead scoring and account management to enable sales to manage the account as it moves from lead to close  Opportunity management to enable sales to quickly determine where to spend their time for the highest ROI  Territory and quote management to maintain performance and margins  Social selling tools to integrate insights on prospect/customer social activity into the sales cycle and knowledge base  Pipeline management and forecasting with dashboard analytics for better sales performance management  Mobility apps to provide sales the ability to present and sell anywhere on any device (PC, tablet, Smartphone) Benefits to Marketing The primary benefits to marketing include:  List management to create campaigns targeted at the right customer groups  Email marketing campaigns based on deep prospect/customer knowledge BENEFITS OF CRM © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis

6.  Campaign templates to streamline marketing campaigns  Lead generation and scoring to qualify sales leads  Automated lead nurturing to develop leads into opportunities  Social Marketing to enable marketers to listen, engage, publish and advertise across all social channels and communities  The ability to measure and track email marketing campaigns to determine ROI Benefits to Customer Service The primary benefits to customer service include:  A single-view console for faster case management  Access to the complete customer history to quickly answer questions and resolve issues  Detailed product information through access to an online product directory with online query search  Real-time access to customer services metrics through dashboards, reports and alerts  Management of service contracts Additional Benefits Advanced CRM solutions offer many benefits beyond those directly related to the sales cycle. These include:  Architecture/Platform Integration – depending on the sophistication of the vendor, the vendor will either integrate with a leading CRM Enterprise platform like Salesforce.com, Oracle or SAP or allow this level of application integration  Business intelligence and reporting for better customer insights  Back office ERP integration to extend CRM functionality from the frontlines to business operations functions enriching the customer/contact information with payment and invoicing history, etc.  Workflow automation for streamlining processes, activity monitoring and inquiry routing © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis  Campaign templates to streamline marketing campaigns  Lead generation and scoring to qualify sales leads  Automated lead nurturing to develop leads into opportunities  Social Marketing to enable marketers to listen, engage, publish and advertise across all social channels and communities  The ability to measure and track email marketing campaigns to determine ROI Benefits to Customer Service The primary benefits to customer service include:  A single-view console for faster case management  Access to the complete customer history to quickly answer questions and resolve issues  Detailed product information through access to an online product directory with online query search  Real-time access to customer services metrics through dashboards, reports and alerts  Management of service contracts Additional Benefits Advanced CRM solutions offer many benefits beyond those directly related to the sales cycle. These include:  Architecture/Platform Integration – depending on the sophistication of the vendor, the vendor will either integrate with a leading CRM Enterprise platform like Salesforce.com, Oracle or SAP or allow this level of application integration  Business intelligence and reporting for better customer insights  Back office ERP integration to extend CRM functionality from the frontlines to business operations functions enriching the customer/contact information with payment and invoicing history, etc.  Workflow automation for streamlining processes, activity monitoring and inquiry routing © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis

7. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director at and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development. ABOUT THE RESEARCH ANALYSTS © 2014 Demand Metric Research Corporation. All Rights Reserved. Customer Relationship Management: Insights, Landscape & Vendor Analysis Clare Price, VP Research – Demand Metric Clare is an expert in marketing strategy, branding, strategic communications, sales enablement, social media marketing, content marketing and leveraging marketing technologies. Clare is a former Gartner Research Director at and helped build their Internet Strategies Services division with clients such as Microsoft, IBM, HP, Cisco, Proctor & Gamble and Wells Fargo. Her specialties include: brand strategy, brand development, customer acquisition and relationship development, content and digital marketing strategy, sales enablement and social media marketing. Kristen Maida, Research Analyst – Demand Metric Kristen has worked with Demand Metric for the past 4 years, learning about and gaining experience in all aspects of the organization. She has developed job functions in almost every department to help with Demand Metric’s rapid growth. Her specialties include: social media marketing, digital marketing, content marketing & management and business process development.

8. OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved.  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools. Customer Relationship Management: Insights, Landscape & Vendor Analysis OUR SOLUTION STUDY METHODOLOGY The Modern Marketing landscape is an ever changing, ever evolving environment in which new strategies, technologies, vendors and products appear continually. Demand Metric Solution Studies provide marketers with a focus on a specific technology solution set or focus area so that they are armed with the knowledge, information and tools they need to development effective strategies and action plans for their organizations. Each Solution Study involves hours of analyst research, draws information from interviews with vendor executives and established vendor clients for a specific technology solution and is usually accompanied by a mini Tool-kit of practical resources. Solution Study Tool-kits are designed to provide marketers with the tools & templates they need to plan for an initiative in a given focus area, analyze the vendor landscape and select the best vendor for their organization. Our Sales Enablement report series includes Solution Studies on:  Enablement Knowledge Management  Configure, Price Quote (CPQ)  Sales Intelligence We provide a comprehensive overview of Sales Enablement in the companion report – Sales Enablement in 2013 Best Practices Report © 2014 Demand Metric Research Corporation. All Rights Reserved.  Customer Relationship Management (CRM)  Marketing Automation (MA)  Sales Communications Tools. Customer Relationship Management: Insights, Landscape & Vendor Analysis

9. © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today! © 2014 Demand Metric Research Corporation. All Rights Reserved. Solution Study ABOUT DEMAND METRIC Demand Metric is a global marketing research & advisory firm serving a membership community of over 40,000 marketing professionals, CEOs, and business owners with advisory services, custom research & benchmarking reports, vendor studies, consulting methodologies, training, and a library of 500+ tools and templates. Using Demand Metric resources, members complete projects faster and with greater confidence, boosting respect for the marketing team and making it easier to justify needed resources. Our 1,000+ clients range from start-ups to members of the Global 1000. TO LEARN MORE ABOUT DEMAND METRIC To read the rest of this Benchmark Report, become a Demand Metric member today!