Scribe State of SMB CRM Integration Report - January 2013
 

Scribe State of SMB CRM Integration Report - January 2013

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In late 2012, Scribe conducted a survey of over 300 customers and partners to understand the state of Small-Medium sized businesses CRM data integration. The findings are shared in this report.

In late 2012, Scribe conducted a survey of over 300 customers and partners to understand the state of Small-Medium sized businesses CRM data integration. The findings are shared in this report.

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    Scribe State of SMB CRM Integration Report - January 2013 Scribe State of SMB CRM Integration Report - January 2013 Presentation Transcript

    • SMB CRM Integration 2012 IT Pain Points and Investments 2013 Industry Report Leader in CRM Data Integration
    • Table of ContentsAbout This Report - Letter from Scribe’s CEO Lou Guercia ………………… 3Key Findings ………………………………………………………………………………………. 4Section One: Common IT Pain Points and 2013 IT Investments…………. 6Section Two: CRM in SMB …………………………………………………………………. 12Section Three: Data Sharing and Reporting….…………………………………….. 19About This Report ……………………………………………………………………………… 24About Scribe Software ………………………………………………………………………. 28Appendix: Ease of Prospect Data Sharing…………………………………………… 31 Ease of Customer Data Sharing ………………………………………… 33 2
    • Dear CRM colleagues and peers, I am excited to share the findings of our latest industry survey – SMB CRM Integration, IT Pain Points and Investments in 2013. As we move into the next year, the SMB sector certainly is not slowing. We’re seeing small and medium businesses investing, making things happen, and reaping the benefits of an accelerated business pace. We at Scribe are here to support SMB investments in their key business applications and customer data.About This Report In 2013, Scribe will continue to make integration easy, simple, and affordable for SMBs to get closer to their data so SMBs can make smarter decisions and empower their employees to provide superior service to their customers. I look forward to continuing the dialogue with our SMB customers and partners over the next year and welcome your feedback. To all of our customers and partners world-wide, my heart felt thanks for your business and support. To a great 2013! Lou Guercia 3 CEO of Scribe Software
    • Key Findings CRM has become a critical business system for SMBs - SMBs are increasingly savvy in their use of Marketing, Analytics, and Forecasting as their Enterprise counterparts:  SMBs use their CRM for the management of prospect and customer contact information (94%), lead nurturing (65%), email marketing (59%), and sales forecasting (59%)  SMBs look to their CRM to store all prospect and customer information in one place (85%), provide capabilities to easily share data between departments (77%), report on the health of their sales pipeline (64%), and to run marketing reports (53%).  The larger the instance of CRM, the larger their need for seamless data sharing. SMBs with 20+ seats put more value on CRM’s ability to provide seamless sharing of data between departments compared those <20 seats.  Most small businesses (79%) report they intend to stick to their current CRM system of choice, while 20% indicate they may switch CRM providers in the next 3-6 months. 4 © Scribe Software 2013
    • Key Findings (cont.) The biggest IT challenge faced by SMBs today lies in data quality and data integration:  36% of respondents share the biggest IT challenge they face centers around data quality and data integration.  The methods SMBs use to achieve data integration leave a lot to be desired. Only 18% report marketing data is fully integrated with their CRM.  The lack of automated marketing data integration poses reporting challenges for SMBs– 52% find marketing reporting and 44% indicate sales reporting to be somewhat or very challenging.  SMBs are seriously challenged in their ability to share critical financial data on prospects and customers with the rest of the business:  60% of SMBs report challenges in achieving seamless prospect data sharing between finance and sales, and finance and marketing;  Seamless customer data sharing is still a challenge between finance and sales at 57%, and 59% between both finance and marketing, and finance and customer service. Marketing data automation in CRM is low:  85% with fewer than 20 CRM seats and 80% of those with more than 20 CRM seats either do not integrate or integrate manually. 5 © Scribe Software 2013
    • Section One:SMB IT Pain Points and PlannedAreas of Investment in 2013 6
    • Biggest IT Pain Points for SMBsSmall businesses (SMBs) rank Analytics and Reporting as their top IT systempain point (66%), followed by CRM in second place (21%) and Email (13%). Biggest IT System Pain Points for SMBs 7 © Scribe Software 2013
    • Biggest IT ChallengesThe biggest IT challenge faced by SMBs today lies around data quality anddata integration, as indicated by 36% of the survey respondents. Lack ofresources is quoted as distant second challenge by 22% and systemsperformance as third by 13%. Biggest IT Challenges for SMBs © Scribe Software 2013
    • CRM, Email and Analytics SatisfactionSMBs are generally satisfied with their CRM and Email platforms, although39%+ indicate there is more to be desired from CRM. Analytics and Reportingtools continue to earn low marks – with 71% indicating they are eithersomewhat or not satisfied with their BI capabilities Satisfaction Levels with CRM, Email and Analytics © Scribe Software 2013
    • 2013 SMB IT System Investments2013 will be all about accelerating the pace of small business marketing –SMBs will invest in virtual events and conference platforms (23%), followed byemail (16%), and sales compensation platforms (11%) 2013 SMB IT System Investments © Scribe Software 2013
    • How CRM Pros Stay Up To DateTechnology media is the primary source for news and trends for SMB CRMand IT pros. Top cited publications include InformationWeek, TechNet, CRMMagazine, CIO.com, ComputerWeek, ZDNet and eWeek. Vendor resources –websites, blogs, and webinars, come in second, followed by online research,and industry newsletters and blogs Top News and Trend Resources for SMBs © Scribe Software 2013
    • Section Two:State of CRM and SMB 12
    • SMB CRM LoyaltyThe majority of SMBs (79%) plan to stick to their current CRM, while 20% mayswitch CRM systems in the next 3-6 months. Those SMBs with fewer than 20CRM seats are less satisfied and more likely to switch CRM systems next year Likelihood to Switch CRM CRM System Satisfaction (# of Seats) Systems (next 3-6 months)80% 78% 80% 79% Under 20 Seats70% Over 20 Seats Under 20 Seats Aggregate60% n=306 Over 20 Seats50% Aggregate40% n=30630%20% 19% 12% 12%10% 8% 9% 3%0% Not Likely Somewhat Likely Very Likely © Scribe Software 2013
    • How CRM Systems Are ValuedSMBs treat CRM as their system of record for prospect and customer data andreporting. They look to their CRM to store all prospect and customerinformation in one place, easily share data between departments, and reporton the health of their marketing and sales pipeline Ways SMBs Assess CRM Value © Scribe Software 2013
    • How CRM Systems Are Valued (cont.)SMBs with 20+ seats put more value on CRM’s ability to provide seamlesssharing of data between departments compared those <20 seats, indicatingthat data sharing and collaboration needs become more sophisticated as thenumber of CRM users increases Ways SMBs Assess CRM Value (by # of CRM Seats) © Scribe Software 2013
    • Top CRM Use CasesThe top use of CRM by SMBs is the management of prospect and customercontact information, followed by lead nurturing, email marketing, and salesforecasting – the myth that SMBs might need less or are less sophisticated issimply not true any longer CRM Use Cases – All Respondents © Scribe Software 2013
    • Email-to-CRM IntegrationEmail-to-CRM integration is high with SMBs –only 18% have the two systemsrunning in silos. This close integration is likely one of the reasons why SMBsreport they’ll stick with their current CRM– the more integrated the systems,the lower the likelihood for SMBs to seek CRM alternatives CRM Use Cases – All Respondents © Scribe Software 2013
    • Marketing Data Automation in CRMMarketing data automation in CRM is low - only 15% of SMBs with fewer than20 CRM seats and only 20% of those with more than 20 seats claimautomated integration.The remainder (85% with fewer than 20 CRM seats; 80% of those with morethan 20 seats) either do not integrate or integrate manually. Marketing Data Automation with CRM © Scribe Software 2013
    • Section Three:Data Sharing and Reporting 19
    • Ease of CRM ReportingThe lack of automated marketing data integration poses reporting challengesfor SMBs – 52% find marketing reporting either very or somewhatchallenging; 44% indicate sales reporting is also somewhat or very challenging Ease of CRM Reporting © Scribe Software 2013
    • Ease of Prospect Data SharingFinancial prospect data integration with CRM poses challenges for SMB –while 59% of businesses report seamless prospect data sharing betweenmarketing and sales, only 40% are able to achieve the same level of seamlessdata sharing between finance and sales, and finance and marketing. Ease of Prospect Data Sharing Among Divisions © Scribe Software 2013
    • Prospect Data Sharing: Finance & SalesFinancial prospect data sharing is reported as a key challenge, withbusinesses with 20+ seats finding it more difficult to achieve such integration;65% of those with 20+ seats report it is either somewhat or very challengingto integrate prospect data between finance and sales compared to 56% with>20 seats. Ease of Prospect Data b/n Finance & Sales 60% 55% Seamless 50% 46% 43% Somewhat Challenging 40% 35% Very 30% Challenging n=306 20% 10% 10% 10% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Ease of Customer Data SharingSimilar to prospect data sharing, financial customer data sharing posessignificant challenges for SMB – while 64% report seamless data sharingbetween marketing and sales, only 43% achieve the same levels of seamlessdata sharing between finance and sales, and finance and marketing Ease of Customer Data Sharing Between Divisions © Scribe Software 2013
    • About This Report 24
    • About This ReportTotal respondents: 306 Timing: November/ December 2012 # of CRM Seats Purchased Type of CRM System Used Over 20 Cloud CRM CRM Seats Under 20 On-Premise 32% CRM Seats 34% n=306 n=306 66% 68%Ownership of CRM System Management CRM Systems in Use: • Microsoft Dynamics CRM & CRM Online • Salesforce.com • SugarCRM • SalesLogix, Zoho, NetSuite © Scribe Software 2013
    • CRM System Ownership Ownership for CRM falls primarily within IT, with sales, operations and marketing slowing gaining a share at the CRM tableOwnership of CRM System: 20+ seats Ownership of CRM System: <20 seats © Scribe Software 2013
    • Systems Integration ResponsibilitiesThe IT department within SMBs still owns systems integration, followed bythird-party consultants SMB Systems Integration Responsibilities © Scribe Software 2013
    • About Scribe Software 28
    • About Scribe SoftwareScribe Software is the leader in CRM data integration solutions, helpingbusinesses maximize their investments in CRM, ERP, industry applications,and other data assets.With over 12,000 customers and 1,000 partners worldwide, Scribe is aproven provider of cost-effective, reliable data solutions that give acompetitive advantage to businesses large and small. With a range ofofferings covering cloud, hybrid, and premise integration needs, Scribe hassolutions that span a wide array of industries including Financial Services,Life Sciences, Manufacturing, and Media & Entertainment. Visit us online at ScribeSoft.com Follow us on Twitter and LinkedIn Visit our blog Try Scribe for free © Scribe Software 2013
    • Appendix:Prospect and Customer Data Sharing 30
    • Prospect Data Sharing: Marketing & SalesProspect data sharing between marketing and sales is happening seamlesslyfor the majority of SMBs (56%+), although those with 20+ seats find it morechallenging than businesses with >20 seats Ease of Prospect Data Sharing b/n Marketing & Sales 80% Seamless 70% 65% 60% 56% Somewhat Challenging 50% Very 40% Challenging 36% 31% n=306 30% 20% 10% 8% 4% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Prospect Data Sharing: Finance & MarketingFinancial prospect data sharing between marketing and finance is alsoreported as a top challenge; 65% of those with 20+ seats report it is eithersomewhat or very challenging to integrate prospect data between financeand marketing compared to 44% with >20 seats. Ease of Prospect Data Sharing b/n Finance & Marketing 60% 52% Seamless 50% 46% Somewhat 42% Challenging 40% 35% Very Challenging 30% n=306 20% 12% 13% 10% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Customer Data Sharing: Sales & MarketingOver 50% of all SMBs find it either challenging or somewhat challenging toshare customer data between marketing and sales. SMBs with 20+ seats find itmore difficult than their >20 CRM seats counterparts. Ease of Customer Data Sharing Between Sales and Marketing 60% Very 51% Challenging 50% 49% 45% 43% Somewhat Challenging 40% Seamless 30% n=306 20% 10% 6% 6% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Customer Data Sharing: Finance & Sales32%-37% of SMBs are still hampered by their ability to seamlessly share keycustomer data between finance and sales Ease of Customer Data Sharing between Finance and Sales 80% 70% 68% Seamless 63% 60% Somewhat Challenging 50% Very Challenging 40% 33% n=306 30% 30% 20% 10% 4% 2% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Customer Data Sharing: Finance & MarketingOnly 39% of businesses with 20+ CRM seats report seamless integrationbetween finance and marketing Ease of Customer Data Sharing between Finance and Marketing 60% 54% Seamless 50% 46% 47% Somewhat 39% Challenging 40% Very Challenging 30% n=306 20% 10% 7% 7% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Customer Data Sharing: Customer Service & MarketingWhen it comes to servicing the customer, businesses report higher level ofcustomer data sharing between marketing and customer services than withfinance. Again, those with 20+ seats share it is harder for them to achieveseamless integration than those with >20 seats. Ease of Customer Data Sharing between Customer Service and Marketing 60% 60% 52% Seamless 50% Somewhat 41% Challenging 40% Very 31% Challenging 30% n=306 20% 10% 9% 7% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Customer Data Sharing: Customer Service & FinanceThe majority of businesses find it either somewhat or very challenging toseamlessly share customer data between customer service and finance. Ease of Customer Data Sharing between Customer Service and Finance 60% 51% Seamless 50% 44% 45% Somewhat 41% Challenging 40% Very Challenging 30% n=306 20% 11% 10% 8% 0% Under 20 Seats Over 20 Seats © Scribe Software 2013
    • Thank You!Happy New Year 38