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Technology Value Matrix CRM First Half 2015

Customer relationship management (CRM) continues to be one of the most competitive markets in enterprise software.

Customer relationship management (CRM) continues to be one of the most competitive markets in enterprise software, as established vendors continue to enhance their functionality and usability and new and edge entrants fill capability gaps and offer new enhancements. The pace of innovation from both camps, coupled with the fact that CRM is the enterprise application area with the most rapid rate of turnover, makes it necessary for vendors to deliver greater functionality and usability at a fairly rapid cadence or lose ground in the market (and the Matrix).

Technology Value Matrix CRM 1H 2015

While innovations in Internet of things (IoT) capabilities, social and mobile, and analytics continue to be areas of increased investment, other trends are also driving shifting positions in the Matrix including:

  • Verticalization
  • Integration
  • Big data

Other trends impacting positioning in this and future Matrices include vendor investments in modernizing user interfaces that (in some cases) are more than a decade old; continued investments to integrate more channels as well as the core pillars of sales, support and service; mergers and acquisitions; and organic product development. It is important to note that vendors in the Matrix are evaluated on their capabilities in SFA, marketing automation, and service automation and not on other tangential areas such as ecommerce support, and that they are ranked on their own solutions, not the broader value delivered by their partner ecosystem applications.

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