CUSTOMER

RELATIONSHIP
MANAGEMENT
(CRM)
Solution Study

Insights, Landscape, & Vendor Analysis

 CUSTOMER RELATIONSHIP MANAGEMENT
Solution Study

Table of Contents
1 Executive Summary 03

2 What is Customer Relationship Management? 05

3 CRM Maturity Model 08

4 Benefits of CRM 10

5 CRM Deployment Lifecycle 13

6 Vendor Selection Criteria 15

7 CRM Solutions Landscape 21

8 Analyst Bottom Line 24

Action Plan 25

Our Solution Study Methodology 36

About 37
CUSTOMER RELATIONSHIP MANAGEMENT
Solution Study

Executive Summary
 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 4

Executive Summary
Effective Sales Enablement is a multi-stage process. In our Sales
Enablement Solution Study Series, we examine each key stage of Sales
This Solution Study covers:
Enablement, from initial marketing and sales alignment to the final deal
close and revenue capture.
What is CRM?
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 provide marketers with Benefits of CRM
a baseline understanding of the CRM landscape.

If your organization is considering CRM software, currently implementing

a CRM system, or providing a CRM-related product or service, this CRM Deployment Lifecycle
report will provide you with fresh insights on the landscape, technology,
strategies, and vendor solutions.

Vendor Selection Criteria

CRM Solutions Landscape

Action Plan
THE EVOLUTION OF SHOPPER MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 5

CUSTOMER RELATIONSHIP MANAGEMENT

Solution Study

What is Customer
Relationship Management?
 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 6

What is Customer Relationship Management?

Demand Metric defines Customer Relationship Management (CRM) as: FIGURE 1
Modern CRM Solutions

The strategies, processes, tools, and technologies

Contact Sales Support & Helpdesk &
to develop, manage, and support customer inter-
Management Email Marketing Trouble-ticket
actions, relationships, and experiences across the
organization.

Integrated Channel &

Modern CRM
Architecture & Partner
At their most basic, CRM systems support sales, marketing, and customer Platform Solutions Management
service functions.

Advanced Enterprise CRM systems now support the entire customer rela-
tionship, including activities and interactions from the back office to social Sales & Business eCommerce
Field Service
communities. Intelligence Integration
 SALES ENABLEMENT
ROLES RESPONSIBILITIES
Revenue Accountability
Senior
Staffing & Channel Management
Management
Reporting to CEO/Board
New Product Development
Product
Create Sales Tools/Guides
Management
Messaging & Positioning
Build Reports & Dashboards
Sales Operations Monitor Sales Productivity
Data Management
Build Reports & Dashboards
Marketing
Marketing Systems Admin
Operations
Data Management
Lead Generation & Events
Demand
Branding & Social Media
Generation
Content Marketing
Customer Acquisition
Sales/Account
Customer Retention
Mgmt.
Up-sell/Cross Sell
Staffing for Sales Enablement
Human
Sales Training
Resources Performance Management
Customer Service/Support
Customer
Identify Sales Opportunities
Support
Customer Insight/Feedback
Roles Matrix
PROCESSES
Budgeting & Planning
Performance Reviews & QA
Recruitment & Retention
Product Launch
Win/Loss Analysis
Competitive Analysis
Sales Forecasting
Territory Management
Sales Compensation
Marketing Budget
Campaign Analysis
Lead Scoring & Nurturing
Advertising/Sponsorship
Lead Generation & Appointments Digital Asset Management
Tradeshows & Webinars
Sales Process
Opportunity Management
Contact Management
Recruiting & Hiring
New Rep Onboarding
Performance & Firing
Helpdesk (phone support)
Email Support (case/ticket)
Online Community Requests
TECHNOLOGY
CRM
Business Intelligence
MRM
Product Mgmt. System
Enterprise Feedback/Survey
Content Management
CRM
Proposal/CPQ
Sales Content Portal
CRM & Marketing Automation
Analytics & B.I.
Asset Mgmt. & MRM
Marketing Automation/Email
Event/Survey Management
CRM
Proposal/CPQ
Sales Content Portal
HRIS
Learning Management System
LinkedIn & Job Websites
Customer Support, Twitter
CRM, Order Management
Accounting/Billing/ERP
CONTENT METRICS
Thought Leadership Blog Revenue by Channel
Webinar Presentations Customer Lifetime Value, NPS
Conference Keynotes Return on Customer (ROC)
Data Sheets, Whitepapers Market Share, Profitability
Case Studies/Testimonials Brand Equity
Competitive Analysis Content Usage
Compensation Model % Quota Achieved
TCO/ROI Calculators Sales Cost/Revenue Ratio
Sales Playbooks Incentive vs. Quota Ratio
Buyer Personas Sales Qualified Leads
Customer Journey Map Cost Per Lead (CPL)
Proposals, Presentations
Cost of Acquisition (CAC)
How-To Guides Campaign ROI, Email Metrics
Research Reports Marketing Qualified Leads
Webinars Contribution to Pipeline
New Features/Ideas for R&D % Quota Achieved
Objection Responses Renewal Rate, Revenue
Opportunity Metrics
Sales Scripts
Job Descriptions Avg. Time to Achieve Quota
Quality Assurance/Coaching % Unsuccessful Hires
Sales Training Manual # CV/Resume Submissions
New Features/Ideas for R&D Avg. Time to Resolution
Support Scripts % Escalations to Tier 2
FAQs, SLA Net Promoter Score (NPS)
 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 8

CRM Maturity Model

As our Customer Relationship Management Maturity Model (next page) Our Maturity Model shows the progression of an organization from Stage 1
illustrates, organizations moving from a lack of experience with CRM to those (Undefined) to Stage 4 (World Class) that is characterized by the following best
which fully embrace it must consider key components. practices:

Level of Commitment
The strength of the commitment and the focus on excellence in Mar-
keting initiatives and campaigns drives other best practices.

Planning
Marketers create strategies, goals, and KPIs for every point of
their Content Marketing effort.

Processes
Marketers develop measurable processes for each phase to
ensure progress and success.

Resources
World Class Organizations ensure that sufficient resources (time, talent,
tools, money) exist for each initiative, campaign, and phase of their plan.

Management
World Class companies effectively manage the change, progress,
and results of Content Marketing efforts.

Demand Metric’s CRM Program Maturity Model can be used in combina-

tion with the vendor landscape analysis and charts detailed in the CRM
Program Solutions Landscape section of this report.
 CRM PROGRAM
Maturity Model

STAGE 2 - Progressive
STAGE 1 - Undefined
No CRM System
Reps Manage Opportunity
Funnel in Excel or not at all
STAGE 3 - Mature
Contact Database used
Reps Manage Opportunity
Funnel in Contact Database but
reporting is inaccurate
STAGE 4 - World-Class
CRM System integrated with
other Business Applications
CRM System in place
Opportunity Funnel is accurate,
Reps manage Opportunity
ability to forecast
Funnel in CRM System
Lead Source tied to Sales to
Lead Sources are mostly known
determine Campaign ROI

Lead Sources are unknown
Sales Process is not defined
Success Metrics are unknown
and not tracked
Opportunity Win Rate is less
than 10%
Some Lead Sources known
Sales Process defined but not
mapped to Buying Process
Success Metrics for Top
Performing Reps are known
Opportunity Win Rate is 10-15%
Sales Process is mapped to
Sales Process is repeatable and
Buying Process and Opportunity
measurable
Funnel in CRM
Success Metrics are managed
Success Metrics tracked
closely to get reps performing
Opportunity Win Rate is 15%+
Opportunity Win Rate is 20%+

Want to rate your organization’s CRM maturity with an

interactive tool? Download our CRM Maturity Assessment VIEW RESOURCE
and get started today!
THE EVOLUTION OF SHOPPER MARKETING CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 10

CUSTOMER RELATIONSHIP MANAGEMENT

Solution Study

Benefits of CRM
 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY
Benefits of CRM
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.
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
11
Benefits for Sales
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 OF CRM CUSTOMER RELATIONSHIP MANAGEMENT (CRM) SOLUTION STUDY 12

Benefits for Marketing Additional Benefits

Advanced CRM solutions offer many benefits beyond
The primary benefits to marketing include:
those directly related to the sales cycle. These include:
List management to create campaigns targeted at the
Architecture/Platform Integration – depending on the
right customer groups
sophistication of the vendor, the vendor will either
Email marketing campaigns based on deep prospect/ integrate with a leading CRM Enterprise platform like
customer knowledge Salesforce.com, Oracle, or SAP, or allow this level of
Campaign templates to streamline marketing campaigns application integration

Lead generation and scoring to qualify sales leads Business intelligence and reporting for better
customer insights
Automated lead nurturing to develop leads into
opportunities Back office ERP integration to extend CRM
functionality from the frontlines to business operations
Social Marketing to enable marketers to listen,
functions, enriching the customer/contact information
engage, publish, and advertise across all social
with payment and invoicing history, etc.
channels and communities
Workflow automation for streamlining processes,
The ability to measure and track email marketing
activity monitoring, and inquiry routing
campaigns to determine ROI
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