TheGartnerCRMVendorGuide_XXXX_4Dec12

[e-mail]@capgemini.comG00245944TheGartnerCRMVendorGuide,2013Published:4December2012Analyst(s):JimDavies,EdThompson,MichaelMaoz,RobertP.Desisto,KimberlyCollins,JoanneM.Correia,PraveenSengar,ChrisFletcher,PatrickStakenas,PennyGillespie,AdamSarner,JeffFreyermuth,JennySussin,DrewKraus,BernElliot,JohanJacobs,GarethHerschel,TJSingh,PatrickJ.Sullivan,TwiggyLo,TsuyoshiEbina,JohnRadcliffeThisguidewillhelpITleadersandotherschargedwithselectingCRMtechnologyidentifykeyvendorsin98subdomainsofCRM.Thesecategoriesspansales,e-commerce,marketingandcustomerservice,andprovideadetailedviewofoperational,social,analyticalandmobilefunctionality.KeyFindings■Thelong-termoutlookforCRMremainspositive.CRMrevenueisexpectedtoperform1.5%abovetheannualgrowthrate(AGR)forthetotalsoftwaremarketduringthenextfiveyears.■In2013,investmentwilllikelycontinuetofocusontechnologiesthathelpdriveloyalty,satisfactionandrevenuegrowth,despitetheuncertainglobaleconomicenvironment.■Investmentwillcontinueinonlinetechnologies,suchase-commerceandWebself-service,aswellasintechnologiesthatorganizationsneedtoexecuteonamorestrategicapproachtosocialandmobileinteractions.■Marketshiftswilllikelyoccurasacquisitionactivitycontinues,adoptionofsoftwareasaservice(SaaS)grows,andserviceprovidersbecomemorevisibleinthemarket.Recommendations■Planforsomemarketdisruptionresultingfromongoingconsolidationamongvendorsthrough2015.Expectmarketmomentumtoshiftbetweenbest-of-breedandsuiteplatformsoftwarevendors.■Weightherisk(andpotentialreward)ofselectingsmallervendorsinavolatileCRMspaceagainstthegreatercommitmentandhighercostsofusinglargerenterpriseapplicationvendors.Determinetheviabilityforcoolvendorstoprovidecompetitivedifferentiation.■ExpectnearlyallnewCRMvendorstouseSaaSasthedeliverymodel.However,resistthetemptationtobypasstheITorganizationintheshortterm,andincludebusinessu[e-mail]@capgemini.comunderstandthepotentialdownstreamrequirementsforintegrationandincreasedfunctionalitytoavoidunplannedbudgetaryissues.TableofContentsStrategicPlanningAssumption(s)...........................................................................................................3Analysis..................................................................................................................................................4MarketForecast:PositiveOutlookforCRM,Worldwide,Through2016............................................4CoolVendors...................................................................................................................................6CoolVendors,2012....................................................................................................................6CoolVendors,2011Through2005.............................................................................................7Sales..............................................................................................................................................11Operational...............................................................................................................................11Analytical..................................................................................................................................20Social.......................................................................................................................................23Mobile......................................................................................................................................25E-Commerce..................................................................................................................................27Operational...............................................................................................................................27Analytical..................................................................................................................................33Social.......................................................................................................................................35Mobile......................................................................................................................................37Marketing.......................................................................................................................................39Operational...............................................................................................................................39Analytical..................................................................................................................................44Social.....................................................................................................................