Salesforce Q1, FY22 revenue was $5.96B, the best quarter in the company’s history.
$1M+ deals hit an all-time high and were up 120% year-over-year. New $1M+ sales are averaging four or more Clouds, with senior management calling out Service Cloud during the earnings call as gaining strong traction in enterprises. Eight of the top 10 deals included Tableau, and five included MuleSoft.
FY22 Revenue guidance raised from $25.9B to $26B, approximately 22% year-over-year growth.
Service Cloud Q1, FY22 revenue is $1.5B, growing 20% year-over-year.
Tableau sales grew 38% year-over-year, reaching $394M in sales. MuleSoft grew 49% year-over-year, reaching $380M in sales in Q1, FY22.
The Slack acquisition is expected to close at the end of Q2, FY22.
Key takeaways from their Q1, FY22 results include the following:
Q1, FY22 revenue is up 23% year-over-year to $5.96B. Operating margins reached 5.9%, with non-GAAP operating margins reaching 20.2% in Q1. Salesforce successfully capitalizes on its customers’ urgency to transform their businesses while providing them with proven, well-integrated apps and platform strategies to help them build new digital businesses. Salesforce is also well-positioned to increase revenue based on the growing interest in analytics apps, combined with strong demand for mobile and social apps and multi-cloud integration. Combining proven apps and platforms with their ongoing R&D work in machine learning, AI, and predictive intelligence shows Salesforce is well-positioned for long-term growth in an increasingly multi-cloud enterprise world.
Successful multi-cloud sales strategies are propelling double-digit growth in the platform side of the business. Five of the ten $1M+ deals Salesforce signed in Q1 included MuleSoft. The Platform business is the fastest-growing segment of Salesforce today, attaining 28% year-over-year growth. Marketing and Commerce are next at 25% year-over-year revenue growth, driven by many Salesforce customers digitally transforming their selling and service strategies online. The latest quarters’ financial results by product area show how well-integrated and revenue-generating the ExactTarget, MuleSoft, and Tableau are turning out to be today.
Salesforce will reach $50B in revenue by 2026, supported by their Total Available Market (TAM), reaching $204B by CY2025. During the Q1, FY22 earnings call, Marc Benioff predicted Salesforce would nearly double in size in four years, reaching $50B from $26B, which is the projected FY22 revenue target. During the earnings call, Marc Benioff also said, “but I’ll tell you that it’s awesome to see not just be number one in CRM, but we’re going to be the number one enterprise software applications company in the world passing SAP.” The seven core product areas Salesforce compete are combining to create a TAM growing at an 11% CAGR between 2021 and 2025.
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.
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
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.
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.
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.
62% of highest performing salespeople predict guided selling adoption will accelerate based on its ability rank potential opportunities by value and suggest next steps according to Salesforces’ latest State of Sales research study.
By 2020, 30% of all B2B companies will employ AI to augment at least one of their primary sales processes according to Gartner.
High-performing sales teams are 4.1X more likely to use AI and machine learning applications than their peers according to the State of Sales published by Salesforce.
Intelligent forecasting, opportunity insights, and lead prioritization are the top three AI and machine learning use cases in sales.
Artificial Intelligence (AI) and machine learning show the potential to reduce the most time-consuming, manual tasks that keep sales teams away from spending more time with customers. Automating account-based marketing support with predictive analytics and supporting account-centered research, forecasting, reporting, and recommending which customers to upsell first are all techniques freeing sales teams from manually intensive tasks.
The Race for Sales-Focused AI & Machine Learning Patents Is On
Fueled by the proliferation of patents and the integration of AI and machine learning code into CRM, CPQ, Customer Service, Predictive Analytics and a wide variety of Sales Enablement applications, use cases are flourishing today. Presented below are the ten ways machine learning is most revolutionizing selling today:
AI and machine learning technologies excel at pattern recognition, enabling sales teams to find the highest potential new prospects by matching data profiles with their most valuable customers. Nearly all AI-enabled CRM applications are providing the ability to define a series of attributes, characteristics and their specific values that pinpoint the highest potential prospects. Selecting and prioritizing new prospects using this approach saves sales teams thousands of hours a year.
Lead scoring and nurturing based on AI and machine learning algorithms help guide sales and marketing teams to turn Marketing Qualified Leads (MQL) into Sales Qualified Leads (SQL), strengthening sales pipelines in the process. One of the most important areas of collaboration between sales and marketing is lead nurturing strategies that move prospects through the pipeline. AI and machine learning are enriching the collaboration with insights from third-party data, prospect’s activity at events and on the website, and from previous conversations with salespeople. Lead scoring and nurturing relies heavily on natural language generation (NLG) and natural-language processing (NLP) to help improve each lead’s score.
Combining historical selling, pricing and buying data in a single machine learning model improves the accuracy and scale of sales forecasts. Factoring in differences inherent in every account given their previous history and product and service purchasing cycles is invaluable in accurately predicting their future buying levels. AI and machine learning algorithms integrated into CRM, sales management and sales planning applications can explain variations in forecasts, provided they have the data available. Forecasting demand for new products and services is an area where AI and machine learning are reducing the risk of investing in entirely new selling strategies for new products.
Knowing the propensity of a given customer to churn versus renew is invaluable in improving Customer Lifetime Value. Analyzing a diverse series of factors to see which customers are going to churn or leave versus those that will renew is among the most valuable insights AI and machine learning is delivering today. Being able to complete a Customer Lifetime Value Analysis for every customer a company has provides a prioritized roadmap of where the health of client relationships are excellent versus those that need attention. Many companies are using Customer Lifetime Value Analysis as a proxy for a customer health score that gets reviewed monthly.
Knowing the strategies, techniques and time management approaches the top 10% of salespeople to rely on to excel far beyond quota and scaling those practices across the sales team based on AI-driven insights. All sales managers and leaders think about this often, especially in sales teams where performance levels vary widely. Knowing the capabilities of the highest-achieving salespeople, then selectively recruiting those sales team candidates who have comparable capabilities delivers solid results. Leaders in the field of applying AI to talent management include Eightfold whose approach to talent management is refining recruiting and every phase of managing an employee’s potential. Please see the recent New York Times feature of them here.
Guided Selling is progressing rapidly from a personalization-driven selling strategy to one that capitalized on data-driven insights, further revolutionizing sales. AI- and machine learning-based guided selling is based on prescriptive analytics that provides recommendations to salespeople of which products, services, and bundles to offer at which price. 62% of highest performing salespeople predict guided selling adoption will accelerate based on its ability rank potential opportunities by value and suggest next steps according to Salesforces’ latest State of Sales research study.
Improving the sales team’s productivity by using AI and machine learning to analyze the most effective actions and behaviors that lead to more closed sales. AI and machine learning-based sales contact and customer predictive analytics take into account all sources of contacts with customers and determine which are the most effective. Knowing which actions and behaviors are correlated with the highest close rates, sales managers can use these insights to scale their sales teams to higher performance.
Sales and marketing are better able to define a price optimization strategy using all available data analyzing using AI and machine learning algorithms. Pricing continues to be an area the majority of sales and marketing teams learn to do through trial and error. Being able to analyze pricing data, purchasing history, discounts are taken, promotional programs participated in and many other factors, AI and machine learning can calculate the price elasticity for a given customer, making an optimized price more achievable.
Personalizing sales and marketing content that moves prospects from MQLs to SQLs is continually improving thanks to AI and machine learning. Marketing Automation applications including HubSpot and many others have for years been able to define which content asset needs to be presented to a given prospect at a given time. What’s changed is the interactive, personalized nature of the content itself. Combining analytics, personalization and machine learning, marketing automation applications are now able to tailor content and assets that move opportunities forward.
Solving the many challenges of sales engineering scheduling, sales enablement support and dedicating the greatest amount of time to the most high-value accounts is getting solved with machine learning. CRM applications including Salesforce can define a salesperson’s schedule based on the value of the potential sale combined with the strength of the sales lead, based on its lead score. AI and machine learning optimize a salesperson’s time so they can go from one customer meeting to the next, dedicating their time to the most valuable prospects.
The more integrated the systems are supporting any selling strategy, the greater the chances sales will increase. That’s because accuracy, speed, and quality of every quote matter more than ever. Being able to strengthen every customer interaction with insight and intelligence often means the difference between successful upsells, cross-sells and the chance to bid and win new projects. Defining a roadmap to enrich selling strategies using SAP integration is delivering results across a variety of manufacturing and service industries today.
Getting more value out of the customer data locked in legacy SAP systems can improve selling results starting with existing sales cycles. Knowing what each customer purchased, when, at what price, and for which project or location is invaluable in accelerating sales cycles today. There are many ways to improve selling results using SAP integration, and the following are the top three based on conversations with SAP Architects, CIOs and IT Directors working with Sales Operations to improve selling results. These five approaches are generating more leads, closing more deals, leading to better selling decisions and improving sales productivity.
3 Ways SAP Integration Is Improving Selling Results
Reducing and eliminating significant gaps in the Configure-Price-Quote (CPQ) process by integrating Salesforce and SAP systems improves selling and revenue results quickly. The following two illustrations compare how much time and revenue escape from the selling process. It’s common to see companies lose at least 20% of their orders when they rely on manual approaches to handling quotes, pricing, and configurations. The greater the complexity of the deal is the more potential for lost revenue. The second graphic shows how greater system integration leads to lower costs to complete an order, cycle time reductions, order rework reductions, and lead times for entire orders dropping from 69 to 22 days.
Having customer order history, pricing, discounts and previously purchased bundles stored in SAP ERP systems integrated into Salesforce will drive better decisions on which customers are most likely to buy upsells, cross-sells and new products when. Instead of having just to rely on current activity with a given customer, sales teams can analyze sales history to find potential purchasing trends and indications of who can sign off on deals in progress. Having real-time access to SAP data within Salesforce gives sales teams the most valuable competitive advantage there is, which is more time to focus on customers and closing deals. enosiX is taking a leadership role in the area of real-time SAP to Salesforce integration, enabling enterprises to sell and operate more effectively.
Improving Sales Operations and Customer Service productivity by providing customer data in real-time via Salesforce to support teams on a 24/7 basis worldwide. The two departments who rely on customer data more than sales need to have real-time access to customer data on a 24/7 basis from any device at any time, on a global scale. By integrating customer data held today in SAP ERP and related systems to Salesforce, Sales Operations, and Customer Service will have the visibility they’ve never had before. And that will translate into faster response times, higher customer satisfaction and potentially more sales too.
Bottom line: Defining salesforce integration strategies from the customers’ perspective that streamline every aspect of their relationship with your company drives greater revenue, earns trust and creates upsell and cross-sell opportunities in the future.
In the most competitive selling situations the company that has exceptional insights into what matters most to prospects and customers win the most deals. It’s not enough to just have a CRM system that is hard-wired into the core customer-facing processes of a business. To win more sales cycles companies are getting the most from every system they have available. From SAP Enterprise Resource Planning (ERP) systems to legacy pricing, operations, services, pricing, and CRM systems, companies winning more deals today can use Salesforce integration as a catalyst for driving more revenue.
Five Strategies For Improving Customer Relationships Using Salesforce Integration
Making the Configure-Price-Quote (CPQ) process more efficient for customers and prospects by integrating ERP data into every quote. Today speed is a feature every system must have to stay competitive. Being able to create quotes that include the date the proposed configuration will ship and coordinate with services and programs delivery while providing order status from ERP systems is winning deals today. The tighter the ERP system integration, the better the quote accuracy in a CPQ system and the higher the chance of winning a sale. The following table shows the many benefits of having a well-integrated CPQ process.
Creating an omni-channel experience for customers needs to start with ERP, legacy, 3rd party and Salesforce integration that sets the foundation to exceed customer experiences daily. Providing a unified experience across every channel is challenging yet attainable, with market leaders using a series of integration strategies to provide this level of insight so customers’ expectations are exceeded in every single interaction. Only by integrating CRM systems including Salesforce with SAP ERP systems can any company hope to deliver a consistent, excellent series of experiences across all channels, all the time.
Set up sales teams for exceptional performance with tightly integrated mobile apps that accelerate sales cycles. By using mobile apps that integrate SAP ERP systems, Salesforce CRM, and legacy systems into simplified, highly efficient workflows, sales teams can close more deals without having to come back to their offices. Senior management teams can get more done using mobile apps that are an extension of their SAP ERP systems as well. Mobile apps are revolutionizing productivity thanks to SAP and Salesforce integration.
Attaining high product quality levels that exceed customer expectations by providing every manufacturing department real-time visibility into quality inspections and inventory control. By integrating inbound inspection, inventory control, and quality management data across manufacturing, Bunn can deliver products that exceed customer expectations. Bunn’s product quality inspectors can perform and record results right at the machines being tested. The warehouse management system can scan and record inventory counts in real time to SAP. Maintaining high levels of product quality are what make Bunn’s beverage equipment machines a market standard globally today.
Making new product launches more successful by having a tightly integrated approach to selling, producing and servicing new products that are in step with customers’ changing needs. From apparel to high-tech and financial services, customers are rapidly redefining which channels they choose to purchase through, how they choose to customize products, and which services they prefer to bundle in. Integrating Salesforce, e-commerce and ERP systems into a single, unified workflow that is designed to provide customers exactly what they need is essential for enabling new product launches to succeed. With an integrated system across Salesforce, ERP, distribution and pricing systems, new product launches can scale globally quicker and still allow for personalization to customers’ unique preferences. Salesforce integration is essential for successful new product introductions as the entire launch process gains speed, scale, and simplicity as a result.
The future of any enterprise software vendor is being decided today in their developer community.
Alex William’s insightful thoughts on Salesforce Is A Platform Company. Period. underscores how rapidly Salesforce is maturing as a cloud platform. And the best measure of that progress can be seen in their developer community.
(To be clear, Salesforce and the other companies mentioned in this post are not clients and never have been. I track this area out of personal interest.)
The last four years I’ve made a point at every Salesforce Dreamforce event to spend the majority of my time in the developer area. Watching mini hacks going on in the DevZone, mini workshops, the Salesforce Platform and Developer keynotes over the last few years has been a great learning experience. An added plus: developers are often skeptical and want to see new enhancements help streamline their code, extend its functionality, and push the limits of the Force.com platform. This healthy skepticism has led to needed improvements in the Force.com platform, including a change to governor limits on Application Programmer Interface (APIs) performance and many other enhancements. Despite the criticisms of Force.com being proprietary due to Apex and SOQL, the crowds at developer forums continue to grow every year.
I’ve started to look at the developer area as the crucible or foundry for future apps. While the Cloud Expo shows how vibrant the partner ecosystem is, the developer area is where tomorrow’s apps are being coded today. The Force.com Workbook, an excellent reference for Force.com developers, was just released October 1 and DeveloperForce shows how far the developer support is matured in Salesforce. In addition a new Force.com REST API Developer’s Guide is out just last month.
The Journey From Application To Platform
In visiting the developer area of Dreamforce over the last four years I’ve seen indications that Salesforce is successfully transforming itself into a cloud platform business:
Significant jump in the quantity and quality of developer attendees from 2010 to 2012. The depth of questions, sophistication of code samples, calls for more flexibility with governor limits, and better mobile support typified these years.
Steady improvement to visual design tools, application development environment and support for jQuery, Sencha and Apache Cordova.
The steady maturation of Salesforce Touch as a mobile development platform and launch of Salesforce Platform Mobile Services. Launched in 2011, this platform continues to mature, driven by developer’s requirements that reflect their customers’ needs for mobility support. HTML 5 is supported and the apps I’ve seen written on it are fast, accurate and ideal for customer service. ServiceMax has created exceptional mobile apps including their comprehensive ServiceMax for iPad app on the Force.com platform.
2012: Rise of the Mobile Enterprise Developer. Salesforce’s enterprise customers in 2009 weren’t nearly as active as they were last year with questions on legacy systems integration and how to create web services capable of integrating customer data. 2011 was a breakout year in mobile app development with 2012 showing strong momentum on mobile web services development. I expect this year’s Dreamforce developer community to reflect the rapidly growing interest in mobile as well.
How Enterprise Applications Make The Salesforce Platform Work For Them
In speaking with Salesforce developers over the years one of my favorite questions continues to be “what is the real payoff of having a native Force.com application in your company?” Initially I thought this was marketing spin from enterprise software vendors attempting to use features as benefits, however after a closer look it is clear that the platform has significant advantages, especially for any solution requiring global deployments or large numbers of users. Here is what I found out:
The investments Salesforce.com has made in their cloud infrastructure over several years (and continue to make) has resulted in a platform that developers are leveraging to rapidly deliver enterprise applications that deliver world-class performance, reliability, and security.
Of the many native Force.com applications that extend Salesforce beyond CRM, it’s been my experience the most challenging are Configure-Price-Quote (CPQ) and contract management. Creating a single system of record across these two areas is challenging even outside of Force.com, which is why many companies in this space have two entirely different product strategies. Apttus is the exception as they have successfully created a unified product strategy on Force.com alone. I recently had the chance to speak with Neehar Giri, President and Chief Solutions Architect. “Apttus’ strategic decision to deliver our enterprise-class applications natively on the Salesforce platform has allowed us to focus on our customer needs, meeting and exceeding their expectations in both functionality and speed of innovation,” said Neehar Giri, president and chief solutions architect, Apttus. “We’ve seen the platform evolve rapidly in its capabilities and global scalability. Apttus’ customers have and continue to benefit from the true multi- tenancy, world class security, reliability and performance of the Salesforce Platform.”
Salesforce.com’s multi-tenant architecture allows for optimization of computing resources resulting in savings and significant gains in efficiency for global enterprises even over applications deployed on private clouds.
Native Force.com applications share the same security model as Salesforce apps. Financialforce.com chose to develop their accounting, ordering and billing, professional services automation and service resource planning entirely on the Force.com architecture due to shared master data, multi- tenancy, world class security, reliability and performance. This shared architecture also benefits enterprise consumers of native applications by providing best-in-class uptime.
Native Force.com applications are contributing to greater return on investment (ROI). IT often does not need to manage data integration or sync issues, upgrades to even large numbers of users are easily deployed, and users can remain in a familiar interface. These benefits support faster and easier deployment as well as rapid user adoption both of which are critical to success and a high ROI for any solution. Enterprise developers have often mentioned the familiar interface and ease of deployment have led to higher rates of adoption than any other approach to delivering new application functionality.
Advanced APIs to support integration of legacy applications not on the Force.com platform.
Proven ability of Salesforce.com to support global deployments. The company has expanded its global support centers. Salesforce.com also publishes real-time statistics on system status: http://trust.salesforce.com/trust/.
A continuing acceleration of new capabilities resulting from increasing numbers of developers driving the advancement of the platform through their collective input, suggestions and requirements.
Ability to design applications that respond with greater customer insight and intelligence across mobile devices. ServiceMax has an impressive series of mobile applications that do this today. I had a chance to speak with David Yarnold, their CEO about his vision for the company. He wants to give ServiceMax’s customers the ability to deliver flawless field service where every interaction is perfect. By building on the Force.com architecture he explained how each service customers’ contextual intelligence can be seen in real-time by everyone involved in serving customers. Clearly ServiceMax is capitalizing on the mobile development platform area of Force.com as well.
Bottom Line: Enabling developers to attain greater revenue growth, while creating an extensive mobile app development platform is further proof Salesforce has turned the corner from being an application company to a platform provider.
In working with manufacturers and financial services firms over the last year, one point is becoming very clear: SaaS is gaining trust as a solid alternative for global deployments across the enterprise. And this trend has been accelerating in the last six months. One case in point is a 4,000 seat SaaS CRM deployment going live in Australia, Europe, and the U.S. by December of this year.
What’s noteworthy about this shift is that just eighteen months ago an Australian-based manufacturer was only considering SaaS for on-premises enhancement of their CRM system. What changed? The European and U.S. distribution and sales offices were on nearly 40 different CRM, quoting, proposal and pricing systems. It was nearly impossible to track global opportunities.
Meanwhile business was booming in Australia and there were up-sell and cross-sell opportunities being missed in the U.S. and European-based headquarters of their prospects. The manufacturer chose to move to a global SaaS CRM solution quickly. Uniting all three divisions with a global sales strategy forced the consolidation of 40 different quoting, pricing and CRM systems in the U.S. alone. What they lost in complexity they are looking to pick up in global customer sales.
Measuring Where SaaS Is Cannibalizing On-Premise Enterprise Applications
Additional take-aways from this report include the following:
Perceived lower Total Cost of Ownership (TCO) continues to be the dominant reason enterprises are considering SaaS adoption, with 50% of respondents in 2012 mentioning this as the primary factor in their decision.
CRM is leading all other enterprise application areas in net new deployments according to the Gartner study, with the majority of on-premise replacements being in North America and Europe.
Gartner projects that by 2016 more than 50% of CRM software revenue will be delivered by SaaS. As of 2011, 35% of CRM software was delivered on the SaaS platform. Gartner expects to see SaaS-based CRM grow at three time the rate of on-premise applications.
95% of Web analytics functions are delivered via the SaaS model whereas only 40% of sales use cloud today according to the findings of this study.
The highest adoption rates of SaaS-based applications include sales, customer service, social CRM and marketing automation.
SaaS-based ERP will continued to be a small percentage of the total market, attaining 10% cannibalization by 2012. Forrester has consistently said this is 13%, growing to 16% by 2015.
Office suites and digital content creation (DCC) will attain compound annual growth rates (CAGR) of 40.7% and a 32.2% respectively from 2011 through 2016. Gartner is making the assumption consumers and small businesses will continue be the major forces for Web-based office suites through 2013.
The four reasons why companies don’t choose SaaS include uncertainty if it is the right deployment option (36%), satisfaction with existing on-premise applications (30%), no further requirements (33%) and locked into their current solution with expensive contractual requirements (14%).
Bottom Line: Enterprises and their need to compete with greater accuracy and speed are driving the cannibalization of on-premise applications faster than many anticipated; enterprise software vendors need to step up and get in front of this if they are going to retain their greatest sources of revenue.
Enterprises are beginning to change their buying behaviors based on the deployment speed, economics and customization that cloud-based technologies provide. Gartner cautions however that enterprises are far from abandoning their on-premise models and applications entirely for the cloud.
Based on an analysis of the Gartner Hype Cycle for Cloud Computing, 2012, the best results are being attained by enterprises that focus on a very specific strategy and look to cloud-based technologies to accelerate their performance. Leading with a strategic framework of goals and objectives increases the probability of cloud-based platform success. Those enterprises that look to cloud platforms only for cost reduction miss out on their full potential.
While the hype surrounding cloud computing may have peaked, cloudwashing continues to cause confusion and inflated expectations with enterprise buyers. This just slows down sales cycles, when more straightforward selling could lead to more pilots, sales and a potentially larger market. Cloud vendors who have the expertise gained from delivering cloud platforms on time, under budget, with customer references showing results are starting to overtake those that using cloudwashing as part of their selling strategies.
Additional take-aways from the Gartner Hype Cycle for Cloud Computing include the following:
Cloud Email is expected to have a 10% adoption rate in enterprises by 2014, down from the 20% Gartner had forecasted in previous Hype Cycles. This represents modest growth as the adoption rate of this category had been between 5 and 6% in 2011.
Big Data will deliver transformational benefits to enterprises within 2 to 5 years, and by 2015 will enable enterprises adopting this technology to outperform competitors by 20% in every available financial metric. Gartner defines Big Data as including large volumes processed in streams, in addition to batch. Integral to Big Data is an extensible services framework that can deploy processing to the data or bring data to the process workflow itself. Gartner also includes more than one asset type of data in their definition, including structured and unstructured content. The Priority Matrix for Cloud Computing, 2012 is shown below:
Master Data Management (MDM) Solutions in the Cloud and Hybrid IT are included in this hype cycle for the first time in 2012. Gartner reports that MDM Solutions in the Cloud is getting additional interest from Enterprise buyers as part of a continual upward trend of interest in MDM overall. Dominant vendors in this emerging area include Cognizant, Data Scout, IBM, Informatica, Oracle and Orchestra Networks, are among those with MDM-in-the-cloud solutions.
PaaS continues to be one of the most misunderstood aspects of cloud platforms. The widening gap between enterprise expectations and experiences is most prevalent in this market. Gartner claims this is attributable to the relatively narrow middleware functions delivered and the consolidation fo vendors and service providers in this market.
By 2014 the Personal Cloud will have replaced the personal computer as the center of user’s digital lives.
Private Cloud Computing is among the highest interest areas across all cloud computing according to Gartner, with 75% of respondents in Gartner polls saying they plan to pursue a strategy in this area by 2014. Pilot and production deployments are in process across many different enterprises today, with one of the major goals being the evaluation of virtualization-driven value and benefits.
SaaS is rapidly gaining adoption in enterprises, leading Gartner to forecast more than 50% of enterprises will have some form of SaaS-based application strategy by 2015. Factors driving this adoption are the high priority enterprises are putting on customer relationships, gaining greater insights through analytics, overcoming IT- and capital budget-based limitations, and aligning IT more efficiently to strategic goals.
More than 50% of all virtualization workloads are based on the x86 architecture. This is expected to increase to 75% by 2015. Gartner reports this is a disruptive innovation which is changing the relationship between IT and enterprise where service levels and usage can be tracked.
Bottom line: Gartner’s latest Hype Cycle for Cloud Computing shows that when cloud-based platforms are aligned with well-defined strategic initiatives and line-of-business objectives, they deliver valuable contributions to an enterprise. It also shows how Infrastructure as a Service (IaaS) and Platform as a Service (PaaS) are the catalysts of long-term market growth. The following slide from the presentation High-Tech Tuesday Webinar: Gartner Worldwide IT Spending Forecast, 2Q12 Update: Cloud Is the Silver Lining (free for download) also makes this point.
Sales VPs for years have been test-driving SaaS-based CRM systems, piloting them with sales teams to see if using them leads to higher sales and greater customer retention. Marketing VPs and Chief Marketing Officers (CMOs) also continue to pilot SaaS-based web analytics and marketing automation applications.
What’s been missing from these pilots is the ability to bring CRM, marketing automation, sales management and web analytics systems into existing enterprise IT architectures just as fast. This is changing quickly. CRM vendors have been quick to respond to the challenge, offering Application Programmer Interfaces (APIs), integration adapters, connectors and from larger vendors, integrated bus architectures.
What the Hype Cycle for CRM Sales, 2012 Means
CRM’s real value is in unifying an entire enterprise based on its ability to sell, serve and retain customers better than before. Gartner shows this is a high priority for its CRM clients by underscoring which technology and application areas of the hype cycle are responding to his market dynamic, and which aren’t.
This Hype Cycle also reflects the urgency I hear from Sales VPs who want to get in control of the complex compensation, quota, territory management, job appraisal and sales coaching responsibilities they have. While each of these areas is essential, many companies, even those in enterprise software, have ignored these areas, allowing them to stay manually based. Gartner calls this area Sales Performance Management (SPM) and shows it has the highest benefit of all SaaS-based sales management applications in the next two years. Gartner’s analysis captures the time shortage that Sales VPs I know are facing; they have to get to high quota levels while also managing a diverse set of leadership responsibilities as well. The Hype Cycle for CRM Sales, 2012 (G00234919) is shown below:
Gartner estimates 35% of all CRM implementations today use SaaS, growing to over 50% by 2020 according to their projections. In 2011, more than $5 billion was invested in sales applications.
Cloud adoption varies significantly across CRM software categories with Web analytics achieving 95% adoption, Sales Force Automation achieving just over 50%, and Configure Price Quote (CPQ) achieving 40%. Cloud-based Sales Performance Management has the highest compound annual growth rate (CAGR) of any CRM category according to inquiry and client calls.
Sales, Customer Service, Social CRM and Marketing are the four fastest-growing areas of enterprise Sales applications on SaaS. Campaign Management is increasingly quickly, up from 19% using SaaS in 2010 to 29% in 2011.
Gartner sees significant growth in Configure Price Quote (CPQ), projecting a market of $300M in 2012, up from $240M in 2011. Gartner is due out with a MarketScope on CPQ shortly, where the 15 major vendors it tracks in this area will be ranked. 40% of existing implementations are on SaaS, and that proportion is increasing relative to licensed versions. Of the 15 vendors in this market, 12 have announced SaaS-based versions of their applications.
There are 3.8M Sales Force Automation SaaS users globally today.
By 2017, 25% of companies adopting CRM will have extended their customer service contact centers to include social media including Facebook, Twitter and other emerging online communities. As of 2012, Gartner is seeing only 1% of companies integrate social media into their companies’ departments and workflows to ensure a consistent customer experience.
Price Optimization will experience transformational growth in two to five years. Gartner sees this area as one of the most promising across all CRM Sales as can be seen in the Priority Matrix for CRM Sales 2012 below from the Hype Cycle for CRM Sales, 2012. The research firm has defined this market as including price analysis, price optimization and price execution. Gartner estimates this market was $180M to $190M in 2010. Vendor competing in this market include Accenture, Deloitte, Pros, Vendavo, Vistaar Technologies and Zilliant.
Social CRM (SCRM) for Sales is at the Peak of Inflated Expectations, with 90% of spending for these applications being generated from B2C companies. Gartner expects B2B companies to lead the growth of these applications through 2015, increasing spending from 5% of total SCRM sales in 2011 to 30% by 2015.
SaaS-based CRM sales within enterprises are expected to reach $4.48B in 2012, growing to $6.3B in 2015. The following table from the report Forecast: Software as a Service, Worldwide 2010-2015, 2H11 Update provides a frame of reference for SaaS-based CRM growth overall.
Salesforce leads all CRM vendors in market share growth, advancing 2.8% from 2010 to 2011 according to Gartner’s’ global market share analysis shown below. Salesforce attained 26.9% revenue growth from 2010 to 2011 ($1.3B to $1.6B) and 36.7% growth from 2011 to 2012 ($1.6B to $2.27B). The future momentum of Salesforce is in unifying the enterprise, redefining corporate IT in the context of the customer. Their recent acquisitions show analytics, marketing automation and development platforms are key priorities. The following table is from the report Market Share Snapshot: CRM Software, 2011 (G00233998).
Bottom line: Making CRM strategies successful has to start with a common vision and urgency for results. Both are happening quicker in CRM than ever before, driven by a much clearer understanding of what enterprises need and an impatience for results.