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Posts from the ‘customer relationship management’ Category

What’s New In Gartner’s Hype Cycle For CRM, 2019

  • Worldwide enterprise application software revenue totaled more than $193.6B in 2018, a 12.5% increase from 2017. CRM made up nearly 25% of the entire enterprise software revenue market.
  • 72.9% of CRM spending was on software as a service (SaaS) in 2018, which is expected to grow to 75% of total CRM software spending in 2019.
  • Worldwide spending on customer experience and relationship management (CRM) software grew 15.6%, from $41.7B in 2017 to $48.2B in 2018, and is projected to reach $55.2B in 2019.
  • Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share, according to Gartner’s market share estimates.
  • CRM revenue in 2018 is comprised of software and services revenue from Customer Service and Support (35.7%), Sales (25.9%), Marketing (25.4%), and Digital Commerce (13%). These four categories together comprise the customer experience and relationship management market, according to Gartner.

New technologies are proliferating across the CRM landscape, driven by the need every business has to understand, communicate, serve, and strengthen customer relationships. Gartner’s decision to create its first-ever Hype Cycle for CRM Sales Technology, 2019, reflects the widening spectrum of new technologies being introduced to improve sales effectiveness while improving operational efficiency. Gartner’s Hype Cycle for CRM Sales Technology, 2019 is based on an update to their Hype Cycle for CRM Sales, 2018.  Gartner’s definition of Hype Cycles includes five phases of a technology’s lifecycle and is explained here.  The Gartner Hype Cycle for CRM, 2019, is shown below:

Details Of What’s New In Gartner’s Hype Cycle For CRM, 2019

  • Four new technologies are on the Hype Cycle for CRM, reflecting enterprises’ need for greater integration of diverse systems and the demand for more predictive and prescriptive analytics-based insights. The four technologies include the following:
    • Blockchain for lead generation. Gartner sees the potential for blockchain to provide a decentralized peer-to-peer network model that supports exchanging data to the highest bidders using smart contracts. Gartner predicts this approach reduces or in some cases eliminates the need for a centralized authority such as a data intelligence solution. It also allows for a new ecosystem of managing, sharing and monetizing data for revenue-generating purposes.
    • Knowledge graphs for sales. The ability to build an AI-enabled knowledge model of real-world entities and their relationships to one another, expressed in a data schema, shows potential to increase sales effectiveness. Gartner predicts this emerging technology provides organizations with the ability to create data-driven sales organizations using graphs arranged in a network of nodes rather than in tables of rows and columns. The significance is the ability to correlate sales activities and benchmark against performance metrics in a more digestible and insightful way, which is often too complex for human analysis.
    • Digital adoption solutions. Gartner sees potential in this technology to improve the adoption of multiple tools across a selling and marketing organization. Digital adoption solutions enable sellers to onboard more quickly and improve productivity.
    • Relationship intelligence. By relying on machine learning, sales organizations can map out their universe of network connections, both internal and external, to identify potential avenues of engagement with any prospect or client. Gartner sees this as useful in its ability to provide warm introductions or even referrals for revenue-generating activities while reducing sales cycles.
  • Gartner predicts the following five technologies will deliver the most significant transformational benefits to selling organizations in 2 years or less. The five most transformation technologies in the near term are the following according to Gartner:
    • CPQ Application Suites
    • Digital Content Management for Sales
    • Lead Management
    • Partner Relationship Management (PRM)
    • Price Optimization and Management for B2B
  • The following CRM technologies have gained wide usage and adoption in the last year, as reflected by their position on this year’s Hype Cycle. Data intelligence solutions for sales, CPQ application suites, digital content management for sales, and sales KPI analytics are among the most adopted mature technologies on the hype cycle today.
  • Visual configurators have moved at a much faster pace to mainstream adoption along the Hype Cycle this year. Gartner credits visual configurators’ rapid adoption rate to how the majority of them are now embedded or easily integrated with configure, price, quote (CPQ) applications, or in digital commerce sites. State-of-the-art visual configurator are enabling engineering, production, and sales to become real-time collaborators in creating new products. For additional insights into visual configurators, please see How To Make Complex CPQ Selling Simple With Visual Configurators published earlier this week.
  • Algorithmic guided selling is now listed as obsolete. Gartner has re-assigned this technology as it’s now an embedded core capability in many CPQ and sales force automation (SFA) applications. By doing this, Gartner is saying it is doubtful algorithmic guided selling applications will be sold stand-alone in the future.
  • Social for sales and predictive B2B marketing analytics are off the CRM Hype Cycle. Gartner has chosen to merge them into the data intelligence solutions for sales market. Social for sales is more of a process, not a technology market. The majority of social for sales-based strategies are executed over social networks that have the audience and scale to make them succeed, with LinkedIn being an example. Gartner believes the predictive B2B marketing analytics vendor landscape has shrunk and is not a viable market long term, as they have seen inquiries regarding market share in this area steadily drop in this area since 2016.
  • Gartner is seeing two main drivers of investment and innovation in CRM in 2019 and beyond. The first is digital optimization or a process and program of using digital technology to maximize existing operating processes and business models. The second is predictive/prescriptive-enabled technology or technology using capabilities such as machine learning that provides predictive signals and prescriptive “next best action” recommendations. Please see their research note, 4 Key Insights from the Gartner Hype Cycle for CRM Sales Technology, 2019, for additional details.

Sources:

4 Key Insights From the Gartner Hype Cycle for CRM Sales Technology, 2019, published October 2, 2019

Hype Cycle for CRM Sales Technology 2019, July 10, 2019 (Client access required)

Salesforce Now Has Over 19% Of The CRM Market

 

  • Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share.
  • Worldwide spending on customer experience and relationship management (CRM) software grew 15.6% to reach $48.2B in 2018.
  • 72.9% of CRM spending was on software as a service (SaaS) in 2018, which is expected to grow to 75% of total CRM software spending in 2019.
  • Worldwide enterprise application software revenue totaled more than $193.6B in 2018, a 12.5% increase from 2017 revenue of $172.1B. CRM made up nearly 25% of the entire enterprise software revenue market.

CRM remains the largest and fastest growing enterprise software category today according to the latest market sizing, and market share research Gartner published this weekGartner defines CRM as providing the functionality to companies across the four segments of customer service and support, digital commerce, marketing, and sales. All four subsegments of the CRM market grew by more than 13.7%, with marketing emerging as the fastest growing segment, increasing by 18.8% and representing more than 25% of the entire CRM market. Customer service and support retain its No. 1 position, contributing 35.7% of CRM market revenue, attaining $17.1B in revenues in 2018.

Key insights include the following:

  • With 19.5% market share, Salesforce has over 2X the CRM sales SAP has and over 3X of Oracle. Salesforce continues to dominate CRM globally, increasing its market share from 18.3% in 2017 to 19.5% in 2018. Adobe is the only other vendor to grow its market share in 2018. Microsoft and SAP successfully held onto to market share while Oracle lost share.

  • Adobe and Salesforce grew faster than the overall market, increasing CRM revenues 21.7% and 23.2% respectively. Adobe’s CRM sales jumped from $2B in 2017 to $2.4B in 2018. Salesforce CRM revenues increased from $7.6B in 2017 to $9.4B in 2018, growing the fastest of all competitors in this market. SAP grew 15.5% between 2017 and 2018, just below the overall market growth of 15.6%. Microsoft (15%) and Oracle (7.1%) grew slower than the market. The following graphic compares growth rates between 2017 and 2018.

  • Adobe dominates the marketing subsegment of CRM with 19% market share in 2018. Salesforce has 11.7% of the marketing subsegment, followed by IBM (5.7%), SAP (4%), Oracle (3.6%) and HubSpot (3.4%). Gartner estimates the marketing subsegment was a $12.2B market in 2018, increasing from $10.3B in 2017, achieving 18.8% growth in just a year.
  • Eastern and Western Europe were the fastest growing regions at 19.7% and 17.5% respectively. North America and Western Europe were the largest two regions with North America growing at 15.2% to reach $28.1B in revenue.

Sources:

Gartner Says Worldwide Customer Experience and Relationship Management Software Market Grew 15.6% in 2018

Market Share: Customer Experience and Relationship Management, Worldwide, 2018 (client access required)

Which CRM Applications Matter Most In 2018

 

According to recent research by Gartner,

  • Marketing analytics continues to be hot for marketing leaders, who now see it as a key business requirement and a source of competitive differentiation
  • Artificial intelligence (AI) and predictive technologies are of high interest across all four CRM functional areas, and mobile remains in the top 10 in marketing, sales and customer service.
  • It’s in customer service where AI is receiving the highest investments in real use cases rather than proofs of concept (POCs) and experimentation.
  • Sales and customer service are the functional areas where machine learning and deep neural network (DNN) technology is advancing rapidly.

These and many other fascinating insights are from Gartner’s What’s Hot in CRM Applications in 2018 by Ed Thompson, Adam Sarner, Tad Travis, Guneet Bharaj, Sandy Shen and Olive Huang, published on August 14, 2018. Gartner clients can access the study here  (10 pp., PDF, client access reqd.).

Gartner continually tracks and analyzes the areas their clients have the most interest in and relies on that data to complete their yearly analysis of CRM’s hottest areas. Inquiry topics initiated by clients are an excellent leading indicator of relative interest and potential demand for specific technology solutions. Gartner organizes CRM technologies into the four category areas of Marketing, Sales, Customer Service, and Digital Commerce.

The following graphic from the report illustrates the top CRM applications priorities in Marketing, Sales, Customer Service, and Digital Commerce.

Key insights from the study include the following:

  • Marketing analytics continues to be hot for marketing leaders, who now see it as a key business requirement and a source of competitive differentiation. In my opinion and based on discussions with CMOs, interest in marketing analytics is soaring as they are all looking to quantify their team’s contribution to lead generation, pipeline growth, and revenue. I see analytics- and data-driven clarity as the new normal. I believe that knowing how to quantify marketing contributions and performance requires CMOs and their teams to stay on top of the latest marketing, mobile marketing, and predictive customer analytics apps and technologies constantly. The metrics marketers choose today define who they will be tomorrow and in the future.
  • Artificial intelligence (AI) and predictive technologies are of high interest across all four CRM functional areas, and mobile remains in the top 10 in marketing, sales and customer service. It’s been my experience that AI and machine learning are revolutionizing selling by guiding sales cycles, optimizing pricing and enabling CPQ to define and deliver smart, connected products. I’m also seeing CMOs and their teams gain value from Salesforce Einstein and comparable intelligent agents that exemplify the future of AI-enabled selling. CMOs are saying that Einstein can scale across every phase of customer relationships. Based on my previous consulting in CPQ and pricing, it’s good to see decades-old core technologies underlying Price Optimization and Management are getting a much-needed refresh with state-of-the-art AI and machine learning algorithms, which is one of the factors driving their popularity today. Using Salesforce Einstein and comparable AI-powered apps I see sales teams get real-time guidance on the most profitable products to sell, the optimal price to charge, and which deal terms have the highest probability of closing deals. And across manufacturers on a global scale sales teams are now taking a strategic view of Configure, Price, Quote (CPQ) as encompassing integration to ERP, CRM, PLM, CAD and price optimization systems. I’ve seen global manufacturers take a strategic view of integration and grow far faster than competitors. In my opinion, CPQ is one of the core technologies forward-thinking manufacturers are relying on to launch their next generation of smart, connected products.
  • It’s in customer service where AI is receiving the highest investments in real use cases rather than proofs of concept (POCs) and experimentation. It’s fascinating to visit with CMOs and see the pilots and full production implementations of AI being used to streamline customer service. One CMO remarked how effective AI is at providing greater contextual intelligence and suggested recommendations to customers based on their previous buying and services histories. It’s interesting to watch how CMOs are attempting to integrate AI and its associated technologies including ChatBots to their contribution to Net Promoter Scores (NPS). Every senior management team running a marketing organization today has strong opinions on NPS. They all agree that greater insights gained from predictive analytics and AI will help to clarify the true value of NPS as it relates to Customer Lifetime Value (CLV) and other key metrics of customer profitability.
  • Sales and customer service are the functional areas where machine learning and deep neural network (DNN) technology is advancing rapidly.  It’s my observation that machine learning’s potential to revolutionize sales is still nascent with many high-growth use cases completely unexplored. In speaking with the Vice President of Sales for a medical products manufacturer recently, she said her biggest challenge is hiring sales representatives who will have longer than a 19-month tenure with the company, which is their average today.  Imagine, she said, knowing the ideal attributes and strengths of their top performers and using machine learning and AI to find the best possible new sales hires. She and I discussed the spectrum of companies taking on this challenge, with Eightfold being one of the leaders in applying AI and machine learning to talent management challenges.

Source: Gartner by Ed Thompson, Adam Sarner, Tad Travis, Guneet Bharaj,  Sandy Shen and Olive Huang, published on August 14, 2018.

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