The document discusses the fragmentation and consolidation in sales and customer relationship management (CRM) as of 2015, highlighting the growth of CRM technology and its challenges. It emphasizes the importance of customer experience in driving retention and business success, along with the evolving role of cloud CRM in empowering business buyers. Additionally, it outlines the obstacles faced by sales professionals and managers in optimizing their processes and maximizing revenue.

2. Fragmentation And Consolidation In
Sales
Forrester Research
Kate Leggett, VP and Principal Analyst
June 11, 2015

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Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report
Customers Control The Conversation That
They Have With Businesses

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Source: June 27, 2014 “What drives a profitable customer experience”, Forrester report
Good Customer Experiences Are Good For
Business
Retention Enrichment Advocacy
The likelihood that a
customer will keep
existing business
with the company
The likelihood that a
customer will buy
additional products
and services from
the company
The likelihood that
a customer will
recommend the
company to
others

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March 2014 “How Three B2B Firms Measure Customer Experience”

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Two thirds of companies use
CRM as a foundation for
customer engagement
The CRM software category is
a $26B category in 2015
It is projected to grow by 11%
in 2015 and 13% in 2016

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But, CRM Success Can Be Elusive
“What are your organization’s biggest challenges to improving customer management capabilities?”
(Please select all that apply)
67%

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PAIN FREE PROACTIVE
PERSONAL PRODUCTIVE

10. © 2015 Forrester Research, Inc. Reproduction Prohibited 10Source: Channel Management Core To Your Customer Service Strategy: Jan 20, 2015
Understand That Your Customers Expect
Effortless Engagement
55% will
abandon online
purchases if
they can’t find a
quick answer
For 77%, valuing their
time is the most
important thing a
company can do to
provide them with
good engagement

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Caterpillar Identifies 12 Touchpoints That Drive Loyalty

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Profile
Situation
Current/future needs

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So what is happening with
the CRM technology
ecosystem?

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Marketing
Customer
Service
Sales
CRM Started Simple

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Marketi
ng
Customer
Service
Sales
CRM Started Simple
• Team and territory setup
• Sales processes setup
• Call scripts
• Contact and account management
• Lead management
• Opportunity management
• Deal tracking
• Discounting and approvals
• Forecasting
• Sales performance management
• Commissions management
• Incentive compensation

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Today, Much of CRM Is Commoditized
-The Enterprise CRM Wave, 2015

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Today, Much of CRM Is Commoditized
-The Midsize CRM Wave, 2015

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Cloud CRM Puts The Power In The Hands Of
The Business Buyer

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Cloud CRM Puts The Power In The Hands Of
The Business Buyer
50%

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Cloud CRM Puts The Power In The Hands Of
The Business Buyer
30%

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Marketing
Customer
Service
Sales
CRM Is Fragmenting

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Sales Management
Sales Professional
Sales Operations

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Sales Professional
• Not mobile-enabled
• Lack customer visibility
• Fail to leverage sales collateral effectively
• Lack insights about past deals and discounting
thresholds
• Cannot manage their prospects on their terms
• Waste time on administrative tasks

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Sales manager
• Lack the ability to standardize processes
• Struggle to up-level performance
• Struggle to optimize territories
• Struggle with pipeline management
• Struggle to streamline quoting and discounting

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Sales manager
Field sales
Sales ops
• Cannot optimize the sales process
• Fail to maximize revenue/contract
• Cannot effectively answer RFPs
• Ineffectively manage renewals
• Cannot effectively forecast

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Sales
Automation
Sales
Content
Mgmt
CPQ
CLM
Sales
Productivity
PRMAnalytics
Market
intelligence
Sales
Performance
Mgmt
Customer
Success

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Sales
Automation
Sales
Content
Mgmt CPQ
CLM
Sales
Productivity
PRMAnalytics
Market
intelligence
Sales
Performance
Mgmt
Customer
Success
Apttus, CallidusCloud, PROS
Cameleon CPQ, IBM Sterling
CPQ, Big Machines
Apttus CLM Matrix,
IBM Emptoris,
Revitas, Selectica,
Symfact, Axis,
ServiceSource
Brainshark, KnowledgeTree, Prolifiq, Savo,
Hoopla, Qvidian, Clearslide, Showpad,
Skura, Mediafly
Yesware,
Trustsphere,
Toutapp, Introhive,
RingDNA,
RelateIQ
CallidusCloud,
IBM Cognos
SPM, Xactly,
Beqom
Bluenose, Gainsight,
Totango, Frontleaf, Amity,
ServiceSource, Preact
InsideView, Avention,
Dun & Bradstreet,
FirstRain
Netsuite Treehouse,
Relayware, Planetgroup
Introhive, SalesChoice,
Datahug, Revegy, Pega, KXEN
(SAP), Oracle (RTD)

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Start with your buyer
Align your sales process to your
buyer
Choose technology that supports
the end-to-end process
Keep an eye on the technology
landscape

30. Thank you
forrester.com
Kate Leggett
VP and Principal Analyst
@kateleggett