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Posts tagged ‘Software-as-a-Service’

5 Ways Brexit Is Accelerating AWS And Public Cloud Adoption

  • London sykline duskDeutsche Bank estimates AWS derives about 15% of its total revenue mix or has attained a $1.5B revenue run rate in Europe.
  • AWS is now approximately 6x the size of Microsoft Azure globally according to Deutsche Bank.

These and other insights are from the research note published earlier this month by Deutsche Bank Markets Research titled AWS/Cloud Adoption in Europe and the Brexit Impact written by Karl Keirstead, Alex Tout, Ross Sandler, Taylor McGinnis and Jobin Mathew.  The research note is based on discussions the research team had with 20 Amazon Web Services (AWS) customers and partners at the recent AWS user conference held in London earlier this month, combined with their accumulated research on public cloud adoption globally.

These are the five ways Brexit will accelerate AWS and public cloud adoption:

  • The proliferation of European-based data centers is bringing public cloud stability to regions experiencing political instability. AWS currently has active regions in Dublin and Frankfurt, with the former often being used by AWS’ European customers due to the broader base of services offered there. An AWS Region is a physical geographic location where there is a cluster of data centers. Each region is made up of isolated locations known as availability zones. AWS is adding a third European Union (EU) region in the UK with a go-live date of late 2016 or early 2017. Microsoft has 2 of its 26 global regions in Europe, with two more planned in the UK.  Google’s Cloud Platform (GCP) has just one region active in Europe. The following Data Center Map provides an overview of data centers AWS, Microsoft Azure and GCP have in Europe today and planned for the future.

Data Center Map

  • Brexit is making data sovereignty king. European-based enterprises have long been cautious about using cloud platforms to store their many forms of data. Brexit is accelerating the needs European enterprises have for greater control over their data, especially those based in the UK.  Amazon’s planned third EU region based in London scheduled to go live in late 2016 or early 2017 is well-timed to capitalize on this trend.
  • Up-front costs of utilizing AWS are much lower and increasingly trusted relative to more expensive on-premise  IT platforms. Brexit is having the immediate effect of slowing down sales cycles for managed hosting, enterprise-wide hardware and software maintenance agreements. The research team found that the uncertainty of just how significant the economic impact Brexit will have on the European economies is making companies tighten capital expense (CAPEX) budgets and trim expensive maintenance agreements.  UK enterprises are reverting to OPEX spending that is already budgeted.
  • CEOs are pushing CIOs to get out of high-cost hardware and on-premise software agreements to better predict operating costs faster thanks to Brexit. The continual pressure on CIOs to reduce the high hardware and software maintenance costs is accelerating thanks to Brexit. Because no one can quantify with precision just how Brexit will impact European economies, CEOs, and senior management teams want to minimize downside risk now. Because of this, the cloud is becoming a more viable option according to Deutsche Bank. One reseller said that public cloud computing platforms are a great answer to a recession, and their clients see Brexit as a catalyst to move more workloads to the cloud.
  • Brexit will impact AWS Enterprise Discount Program (EDP) revenues, forcing a greater focus on incentives for low-end and mid-tier services. Deutsche Bank Markets Research team reports that AWS has this special program in place for its very largest customers. Under an EDP, AWS will give price discounts to large customers that commit to a full year (or more) and pay upfront, in many cases with minimum volume increases. One AWS partner told Deutsche Bank that they’re aware of one EDP payment of $25 million. In the event of a recession in Europe, it’s possible that such payments could be at risk. These market dynamics will drive AWS to promote further low- and mid-tier services to attract new business to balance out these larger deals.

2015 Gartner CRM Market Share Update

  • Worldwide customer relationship management (CRM) software totaled $26.3B in 2015, up 12.3% from $23.4B in 2014.
  • SaaS revenue grew 27% yr-over-yr, more than double overall CRM market growth in 2015.
  • Asia/Pacific grew the fastest of all regions globally, increasing 9% 2015, closely followed by greater China with 18.4% growth.

These and many other insights into the current state of the global CRM market are from Gartner’s Market Share Analysis: Customer Relationship Management Software, Worldwide, 2015 (PDF, client access) published earlier this month.  The top five CRM vendors accounted for 45% of the total market in 2015. Salesforce dominated in 2015, with a 21.1% annual growth rate and absolute growth of over $902M in CRM revenue, more than the next ten providers combined. Gartner found that Salesforce leads in revenue in the sales and customer service and support (CSS) segments of CRM, and is now third in revenue in the marketing segment. Gartner doesn’t address how analytics are fundamentally redefining CRM today, which is an area nearly every C-level and revenue team leader I’ve spoken with this year is prioritizing for investment. The following graphic and table compare 2015 worldwide CRM market shares.

CRM Market Share 2015

table 1

Adobe, Microsoft, and Salesforce Are Growing Faster Than The Market

Adobe grew the fastest between 2014 and 2015, increasing worldwide sales 26.9%. Salesforce continues to grow well above the worldwide CRM market average, increasing sales 21.1%. Microsoft increased sales 20% in the last year.  The worldwide CRM market grew 12.3% between 2014 and 2015.

Spending by vendor 2015

 Analytics, Machine Learning, and Artifical Intelligence Are The Future Of CRM

Advanced analytics, machine learning and artificial intelligence (AI) will revolutionize CRM in the next three years. Look to the five market leaders in 2015 to invest heavily in these areas with the goal of building patent portfolios and increasing the amount of intellectual property they own. Cloud-based analytics platforms offer the scale, speed of deployment, agility, and ability to rapidly prototype analytics workflows that support the next generation of CRM workflows. My recent post on SelectHub, Selecting The Best Cloud Analytics Platform: Trends To Watch In 2016, provides insights into how companies with investments in CRM systems are making decisions on cloud platforms today. Based on insights gained from discussions with senior management teams, I’ve put together an Intelligent Cloud Maturity Model that underscores why scalability of a cloud-based analytics platform is a must-have for any company.
cloud-maturity-model

Sources:  Gartner Says Customer Relationship Management Software Market Grew 12.3 Percent

The Era Of The Intelligent Cloud Has Arrived

intelligent cloudBottom line: Enterprises are impatient to translate their investments in cloud apps and the insight they provide into business outcomes and solid results today.

The following insights are based on a series of discussions with C-level executives and revenue team leaders across several industries regarding their need for an Intelligent Cloud:

  • In the enterprise, the cloud versus on-premise war is over, and the cloud has won. Nearly all are embracing a hybrid cloud strategy to break down the barriers that held them back from accomplishing more.
  • None of the C-level executives I’ve spoken with recently are satisfied with just measuring cloud adoption. All are saying the want to measure business outcomes and gain greater insights into how they can better manage revenue and sales cycles.
  • Gaining access to every available legacy and 3rd party system using hybrid cloud strategies is the new normal. Having data that provides enterprise-wide visibility gives enterprises greater control over every aspect of their selling and revenue management processes. And when that’s accomplished, the insights gained from the Intelligent Cloud can quickly be turned into results.

Welcome to the Era of the Intelligent Cloud

The more enterprises seek out insights to drive greater business outcomes, the more it becomes evident the era of the Intelligent Cloud has arrived. C-level execs are looking to scale beyond descriptive analytics that defines past performance patterns.  What many are after is an entirely new level of insights that are prescriptive and cognitive. Getting greater insight that leads to more favorable business outcomes is what the Intelligent Cloud is all about. The following Intelligent Cloud Maturity Model summarizes the maturity levels of enterprises attempting to gain greater insights and drive more profitable business outcomes.

maturity model

 

Why The Intelligent Cloud Now?  

Line-of-business leaders across all industries want more from their cloud apps than they are getting today. They want the ability to gain greater insights with prescriptive and cognitive analytics. They’re also asking for new apps that give them the flexibility of changing selling behaviors quickly.  In short, everyone wants to get to the orchestration layer of the maturity model, and many are stuck staring into a figurative rearview mirror, using just descriptive data to plan future strategies.  The future of enterprise cloud computing is all about being able to deliver prescriptive and cognitive intelligence.
Consider the following takeaways:

 

Who Is Delivering The Intelligent Cloud Today?

Just how far advanced the era of the Intelligent Cloud is became apparent during the Microsoft Build Developer Conference last week in San Francisco.  A fascinating area discussed was Microsoft Cognitive Services and their implications on the Cortana Intelligence Suite. Microsoft is offering a test drive of Cognitive Services here. Combining Cognitive Services and the Cortana Intelligence Suite, Microsoft has created a framework for delivering the Intelligent Cloud. The graphic below shows the Cortana Analytics Suite.
Cortana suite

 

The Best Cloud Computing Companies And CEOs To Work For In 2016

careeer startEmployees would most recommend Zerto, FusionOps, Google, OutSystems, AppDirect, Sumo Logic, Cloudera, HyTrust, Tableau Software and Domo to their friends looking for a cloud computing company to work for in 2016. These and other insights are from an analysis completed today to determine the best cloud computing firms and CEOs to work for this year.

To keep the rankings and analysis completely impartial and fair, the latest Computer Reseller News list, The 100 Coolest Cloud Computing Vendors Of 2016 is the basis of the rankings. Cloud computing companies are among the most competitive there are about salaries, performance and sign-on bonuses and a myriad of perks and benefits. They are also attracting senior management teams that have strong leadership skills, many of whom are striving to create distinctive company cultures. The most popular request from Forbes readers are for recommendations of the best cloud computing companies to work for, and that’s what led to this analysis.

Using the 2016 CRN list as a baseline to compare the Glassdoor.com scores of the (%) of employees who would recommend this company to a friend and (%) of employees who approve of the CEO, the table below is provided. You can find the original data set here. There are many companies listed on the CRN list that doesn’t have than many or any entries on Glassdoor, and they are excluded from the rankings shown below but are in the original data set. If the image below is not visible in your browser, you can view the rankings here.

best cloud computing companies to work for in 2016 large

The highest rated CEOs on Glassdoor as of February 3rd, 2016 include the following:

  • Ziv Kedem, Zerto, 100%
  • Gary Meyers, FusionOps, 100%
  • Christian Chabot, Tableau Software, 100%
  • John Burton, Nintex, 100%
  • Rob Mee, Pivotal, 100%
  • Rajiv Gupta, Skyhigh Networks, 100%
  • Ken Shaw Jr., Infrascale, 100%
  • Beau Vrolyk, Engine Yard, 100%
  • Ramin Sayar, Sumo Logic, 99%
  • Sundar Pichai, Google, 98%
  • Lew Cirne, New Relic, 97%
  • Daniel Saks, AppDirect, 96%
  • James M. Whitehurst, Red Hat, 96%
  • Marc Benioff, Salesforce, 96%
  • Tom Kemp, Centrify, 95%
  • Jeremy Roche, FinancialForce, 95%

Five Key Take-Aways From North Bridge’s Future Of Cloud Computing Survey, 2015  

  • bostonSaaS is the most pervasive cloud technology used today with a presence in 77.3% of all organizations, an increase of 9% since 2014.
  • IT is moving significant processing to the cloud with 85.9% of web content management, 82.7% of communications, 80% of app development and 78.9% of disaster recovery now cloud-based.
  • Seeking simple and clear relationships, over 50% of enterprises opt for online purchasing or direct to provider purchasing of cloud services. Online buying is projected to increase over the next two years up to 56%.
  • Vendor leadership/consolidation continues to take hold with 75% of enterprises using fewer than ten

These and many other insights are from North Bridge Growth Equity and Venture Partners’ Future of Cloud Computing Survey published on December 15th. North Bridge and Wikibon collaborated on the study, interviewing 952 companies across 38 different nations, with 65% being from the vendor community and 35% of enterprises evaluating and using cloud technologies in their operations  The slide deck is accessible on SlideShare here:

Key takeaways from the study include the following:

  1. Wikibon forecasts the SaaS is worth $53B market today and will grow at an 18% Compound Annual Growth Rate (CAGR) from 2014 to 2026. By 2026, the SaaS market will be worth $298.4B according to the Wikibon forecast. The fastest growing cloud technology segment is Platform-as-a-Service (PaaS), which is valued at $2.3B today, growing at a CAGR of 38% from 2014 to 2026.  Infrastructure-as-a-Service (IaaS) has a market value of $25B and is growing at a 19% CAGR in the forecast period.  Please see the graphic from the report below and a table from Wikibon’s excellent study, Public Cloud Market Forecast 2015-2026 by Ralph Finos published in August.

SaaS Graphic from North Bridge study

 

Public Cloud Vendor Revenue Projection

  1. Cloud-based applications are becoming more engrained in core business processes across enterprises. The study found that enterprises are migrating significant processing, systems of engagement and systems of insight to the cloud beyond adoption levels of the past.  81.3% of sales and marketing, 79.9% of business analytics, 79.1% of customer service and 73.5% of HR & Payroll activities have transitioned to the cloud. The impact on HR is particularly noteworthy as in 2011; it was the third least likely sector to be disrupted by cloud computing.
  1. 78% of enterprises expect their SaaS investments to deliver a positive Return on Investment (ROI) in less than three months. 58% of those enterprises who have invested in Platform-as-a-Service (PaaS) expect a positive ROI in less than three months.
  1. Top inhibitors to cloud adoption are security (45.2%), regulatory/compliance (36%), privacy (28.7%), lock-in (25.8%) and complexity (23.1%). Concerns regarding interoperability and reliability have fallen off significantly since 2011 (15.7% and 9.9% respectively in 2015).
  1. Total private financing for cloud and SaaS startup has increased 4X over the last five years. North Bridge and Wikibon found that average deal size rose 1.8X in the same period. The following graphic provides an overview of cloud and SaaS finance trends from 2010 to present.

cloud and saas financing

 

5 Insights & Predictions On Disruptive Tech From KPMG’s 2015 Global Innovation Survey

  • cloud computing survey 215% of U.S. tech leaders see biotech/digital health/healthcare IT as the most disruptive consumer-driven technology in the next three years.
  • 13% of U.S. tech leaders predict data and analytics will be the most disruptive enterprise technology in three years.
  • Global tech leaders predict cloud computing (11%), mobile platforms and apps (9%), Internet of Things (IoT)/machine-to-machine (M2M) (9%) and data and analytics (9%) will be the most disruptive technologies over the next three years.

These and many other insights are from the fourth annual 2015 Global Technology Innovation Survey released via webcast by KPMG last month. KPMG surveyed 832 technology industry business leaders globally, with the majority of being C-level executives (87%). Respondents were selected from a broad spectrum of businesses including tech industry startups, mid- and large-scale enterprises, angel investors and venture capital firms. For an in-depth explanation of the survey methodology, please see slides 6 and 7 of the webinar presentation. The goals of the survey include spotting disruptive technologies, identifying tech innovation barriers and opportunities, and tracking emerging tech innovation hubs.

The five insights and predictions from the report include the following:

  • Global tech leaders predict cloud computing (11%), mobile platforms and apps (9%), Internet of Things (IoT)/M2M (9%) and data and analytics (9%) will be the most disruptive technologies over the next three years.  U.S. tech leaders predict biotech/digital health/healthcare IT (15%), data and analytics (14%) and cloud computing (14%) will be the three most disruptive technologies over the next three years.  Chinese tech leaders predict artificial intelligence/cognitive computing (15%) will be the most disruptive technology impacting the global business-to-consumer (B2C) marketplace.

tech driving consumer technologies

  • The three most disruptive technologies predicted to drive business transformation in enterprises over the next three years in the U.S. include cloud computing (13%), data and analytics (13%), and cyber security (10%). Japanese tech leaders predict artificial intelligence/cognitive computing will have the greatest effect (23%), and 14% of Chinese tech leaders predict the Internet of Things/M2M (14%) will have the greatest impact on business transformation in their country.  The following table compares global tech leader’s predictions of which technologies will disrupt enterprises the most and drive business transformation over the next three years.

business transformation

  • Improving business efficiencies/higher productivity, and faster innovation cycles (both 20%) are top benefits tech leaders globally are pursuing with IoT strategies. The point was made on the webinar that in Asia, consumers are driving greater adoption of IoT-based devices to a richer contextual customer experience. Greatest challenges globally to adopting IoT is technology complexity (22%), lack of experience in the new technology or business model (16%), and both displacement of the existing tech roadmap and security (both 13%).       

IoT in the enteprrise

  • Analytics are most often adopted to gain faster innovation cycles (25%), improved business efficiencies and higher productivity (17%) and more effective R&D (13%).  The greatest challenges are technology complexity (20%) and lack of experience in the new technology or business model (19%),

data and analytics KPMG Survey

  • Tech leaders predict the greatest potential revenue growth for IoT in the next three years is in consumer and retail markets (22%).  IoT/M2M is also expected to see significant revenue growth in technology industries (13%), aerospace and defense (10%), and education (9%).  The following graphic compares tech leader’s predictions of the industries with the greatest potential revenue growth (or monetization potential) in the next three years.

Emerging Tech IoT monetization

 

Sources:

Tech Innovation Global Webcast presenting the findings of KPMG’s 2015 Global Technology Innovation Survey

KPMG Survey: Top Disruptive Consumer Tech – AI In China, Healthtech In U.S., 3-D Printing In EMEA

 

Salesforce On The State Of Analytics, 2015

  • analytics predictions 2015Between 2015 and 2020, the number of data sources analyzed by enterprises will jump 83%.
  • 9 out of 10 enterprise leaders believe analytics is absolutely essential or very important to their overall business strategies and operational outcomes.
  • 54% of marketers say marketing analytics is absolutely critical or very important to creating a cohesive customer journey.
  • High performing enterprises are 5.4x more likely than underperformers to primarily use analytics tools to gain strategic insights from Big Data.

These and many other interesting insights are from the 2015 State of Analytics study from Salesforce Research. Salesforce conducted the study in mid-2015, generating 2,091 responses from business leaders from enterprises (not limited to Salesforce customers). Geographies included in the study include the U.S., Canada, Brazil, U.K., France, Germany, Japan, and Australia.  While Salesforce is a leading provider of analytics, the report strives to deliver useful insights beyond just endorsing their product direction.

10 insights and predictions on the state of analytics include the following:

  • Between 2015 and 2020, the number of data sources analyzed will jump 83%. Salesforce Research found that the number of data sources actively analyzed by businesses has grown just 20% in the last five years. This is projected to accelerate rapidly, attaining a compound annual growth rate of 120% in the 10-year forecast period. High performing enterprises will be relying on a projected 50 different data sources by 2020, leading all performance categories tracked in the study.

data explosion

  • Relying on manual processes to get all the data in one view (53%) is one of the greatest challenges enterprises face today. Additional factors driving enterprises to integrate more data sources into their analytics applications include finding that too much data is left unanalyzed (53%), spending too much time updating spreadsheets (52%), and analysis is performance by business analysts, not end users of the data (50%).  All of these factors and those shown in the graphic below form the catalyst that is driving greater legacy, 3rd party and broader enterprise data integration into analytics applications.

lack of automation

  • 9 out of 10 enterprise leaders believe analytics is absolutely essential or very important to their overall business strategies and operational outcomes. In addition, 84% of high performers are projecting that the importance of analytics will increase substantially or somewhat in the next two years. 65% of all business leaders surveyed are predicting that the importance of analytics will increase substantially or somewhat in the next two years.

analytics is critical to driving business strategy

  • High performing enterprises are 4.6x more likely than underperformers to agree that data is driving their business decisions. In addition, 60% of high performing enterprises’ leaders agree with the statement that their organizations have moved beyond numbers keeping score to data driving business decisions. Salesforce Research also found that 43% of high performers rely on empirical data, developing hypotheses and then experimenting and observing the outcomes before making a decision.

data drives decisions

  • Driving operational efficiencies and facilitating growth (both 37%) are the two areas enterprises are initially focused on with analytics today.  Once analytics apps are delivering insights and are part of daily workflows, enterprises expand their use into optimizing operational processes (35%), identifying new revenue streams (33%) and predicting customer behavior (32%). The following graphic provides a comparison of the top ten use cases.

analytics every corner

  • High performance enterprises consistently analyze more than 17 different kinds of data across their analytics apps.  In contrast, underperforming organizations only analyze 10 different data sources, and moderate performers, 15. The following graphic provides an overview of the top ten most-used sources of data.

companies track a wide variety of data

  • High performers are 3.5x more likely than underperformers to extensively use mobile reporting tools to analyze data wherever they are. 55% of high performing enterprises are more likely to be extensively using mobile reporting tools to analyze data.  The following graphic compares mobile analytics adoption across high, medium and low performing enterprises.

top teams tap mobile analytics

  • Speed of deployment (68%), ease of use for business users (65%) and self-service and data discovery tools (61%) are the three top three priorities leaders place on selecting new analytics apps.  Mobile capabilities to explore and share data (56%) and cloud deployment (54%) are the fourth and fifth factors leaders mentioned.  The following graphic compares the decision factors that go into selecting an analytics app.

decision factor analytics app

  • Industries who have the greater analytics adoption today (over 50% of users active on apps and tools) include high tech (36%) and financial services (32%). Automotive (30%) and media & communications (30%) also have attained significant adoption.

adoption

  • High performing enterprises are 5.4x more likely than underperformers to primarily use analytics tools to gain strategic insights from Big Data. Leaders in high performance enterprises see the value of Big Data (76%) to a much greater extent than their lower performing counterparts (14%).   High performing enterprises are 3.1x more likely than underperformers to be confident in ability to manage data from internal systems, customers, and third parties.

Key Take-Aways From The 2015 Pacific Crest SaaS Survey

  • Cloud Computing M&A40% of SaaS companies are using Amazon Web Services (AWS) to deliver their apps today.
  • Median subscription gross margins for SaaS companies in 2015 are 78%.
  • Overall, SaaS companies are projecting median revenue growth of 46% in 2015.
  • Channel sales and inside sales strategies delivered the highest revenue growth rates in 2014.
  • Companies in the $5M – $7.5M range achieved 70% revenue growth in 2014, surpassing the median 36% growth rate last year.

These and many other insights are from the 2015 Pacific Crest SaaS Survey published by David Skok of Matrix Partners in collaboration with Pacific Crest Securities. You can download a free copy of Part I of the study here (PDF, opt-in, 72 pp). 305 SaaS companies were interviewed, 31% from international locations and 69% from North America.  David Skok and Pacific Crest Securities will publish Part 2 of the results in the near future. SaaS Metrics 2.0 – Detailed Definitions provides a useful reference for many of the SaaS metrics mentioned in the study.

This year’s survey attracted an eclectic base of respondents, with median revenues of $4M a year, with 133 companies reporting less than $5M, and 57 over $25M. Annual Contract Value (ACV) across all respondents is $21K, with 17% of respondents reporting ACVs over $100K.  Please see pages 3 & 4 of the study for a description of the methodology. Key take-aways from the study include the following:

  • SaaS GAAP revenue growth is accelerating in 2014 and is projected to increase further in 2015 from 44% to 46%. Median revenue growth in 2014 for all survey respondents was 44%, with the aggregate projected growth for 2015 reaching 46%. When SaaS companies with less than $2.5M in revenues are excluded, median GAAP growth was 35% in 2014 and is expected to reach that same level in 2015.

grow SaaS Revenue

 

  • SaaS companies with mixed customer strategies are growing at 57% a year.  Excluding respondent companies with less than $2.5M in revenues, a mixed customer strategy dominates all others. Concentrating on enterprises and small & medium businesses (SMBs) both drove 33% revenue growth of respondent companies this year.

median growth rate as a function of customer

 

  • 40% of SaaS companies are using Amazon Web Services (AWS) to deliver their apps today. AWS is projected to increase to 44% three years from now, with Microsoft Azure increasing from 3% today to 6% in 3 years.

SaaS Delivered

 

  • 41% of all SaaS companies surveyed rely primarily on field sales.  Factoring out the companies with less than $2.5M in revenue, field sales accounts for 32%.

primary mode of distribution

 

  • Field sales dominates as the most effective sales strategy when median deal sizes are $50K or more. In contrast, inside sales dominates $5K to $15K deal sizes, and the Internet dominates deal sizes less than $1K.  The following graphic provides insights into the primary mode of sales by median initial contract size.

mode by initial contract size

 

  • 16% of new Average Contract Value (ACV) sales is from upsells, with the largest companies being the most effective at this selling strategy. One of the strongest catalysts of a SaaS companies’ growth is the ability to upsell customers to a higher ACV, generating significantly greater gross margin in the process. SaaS companies with revenues between $40M to $75M increase their ACV by 32% using upsells. Larger SaaS companies with over $75M in sales generate 28% additional ACV with upsell strategies.

ACV Value

 

  • The highest growth SaaS companies are relying on upsells to fuel higher ACV.  There is a significant difference between the highest and lowest growth SaaS companies when it comes to upsell expertise and execution.  The following graphic provides an overview by 2014 GAAP revenue category of percent of ACV attributable to upsells.

fast upsell

 

  • 60% are driving revenues with “Try Before You Buy” strategies, with 30% generating the majority of their revenues using this approach.  On contrast, only 30% of companies generate revenues and ACV from freemium.

freemium

The Hottest Cloud-based Marketing Startups of 2015

  • What's Hot in CRM, 2012 Apttus, Booker, Lattice Engines, Segment and Tubular Labs are the five hottest cloud-based marketing startups of 2015.
  • 13 of the hottest 34 cloud-based marketing startups are from the Bay Area, followed by Los Angeles with 3, and Bangalore and New York, both with 2.
  • 14 are in Pre Series A, 7 in A-Stage, 5 in B-Stage and 3 in C-Stage funding rounds.

These and other insights are from a quick analysis completed today using Mattermark Pro, in response to reader requests for more research on marketing startups.

Mattermark uses a combination of artificial intelligence and data quality analysis to provide insights into over 1 million private companies, over 470,000 with employee data, and over 100,000 funding events. In the interest of full disclosure I’m not today and have never done any consulting work of any kind with Mattermark.

Finding The Hottest Cloud-based Marketing Startups

To find the hottest cloud-based marketing startups, an initial query requesting startups competing in the cloud computing and marketing industries was completed. Next, advanced query tools in Mattermark Pro were used to filter out all startups that had exited as indicated by their stage status in Mattermark’s data. This filtered out startups who had been acquired, completed an IPO or had exited through other means. The table below is the result of an analysis completed today with Mattermark data.  You can download the table here in Microsoft Excel format.

hottest cloud-based marketing startups

The Mattermark Growth Score shown in the table below and downloadable Excel file is a measure of how quickly a company is gaining traction at a given point in time. It incorporates the Mindshare Score (web traffic, social traction) as well as business growth metrics (e.g. employee count over time, funding). The underlying assumption is that companies who see growth across these signals are shipping product and talking to customers, and are more likely to continue to grow as a result. This score is not meant to provide guidance on which startup to invest in.  Rather it’s a measure of momentum across the metrics and KPIs that Mattermark measures.

Businesses Adopting Big Data, Cloud & Mobility Grow 53% Faster Than Peers

  • London sykline duskOrchestrating big data, cloud and mobility strategies leads to 53% greater growth than peers not adopting these technologies.
  • 73% of midmarket companies say the complexity of their stored data requires big data analytics apps and tools to better gain insights from.
  • 41% of midmarket companies are using big data to better target marketing efforts.
  •  54% of midmarket companies’ security budgets are invested in security plans versus reacting to threats.

These and many other insights are from Dell’s second annual Global Technology Adoption Index (GTAI 2015) released last week in collaboration with TNS Research. The Global Technology Adoption Index surveyed IT and business decision makers of mid-market organizations across 11 countries, interviewing 2,900 IT and business decision makers representing businesses with 100 to 4,999 employees.

The purpose of the index is to understand how business users perceive, plan for and utilize four key technologies: cloud, mobility, security and big data. Dell released the first wave of its results this week and will be publishing several additional chapters throughout 2016. You can download Chapter 1 of the study here (PDF, no opt-in, 18 pp.).

Key take-aways from the study include the following:

  • Orchestrating big data, cloud and mobility strategies leads to 53% greater growth than peers not adopting these technologies. Midmarket organizations adopting big data alone have the potential to grow 50% more than comparable organizations. Effective use of Bring Your Own Device (BYOD) mobility strategies has the potential to increase growth by 53% over laggards or late adopters..

orchestrating tech for greater growth

  • 73% of North American organizations believe the volume and complexity of their data requires big data analytics apps and tools.  This is up from 54% in 2014, indicating midmarket organizations are concentrating on how to get more value from the massive data stores many have accumulated.  This same group of organizations believe they are getting more value out of big data this year (69%) compared to last year (64%).  Top outcomes of using big data include better targeting of marketing efforts (41%), optimization of ad spending (37%), and optimization of social media marketing (37%).

top outcomes

  • 54% of an organization’s security budget is invested in security plans versus reacting to threats. Dell & TNS Research discovered that midmarket organizations both in North America and Western Europe are relying on security to enable new devices or drive competitive advantage.  In North America, taking a more strategic approach to security has increased from 25% in 2014 to 35% today.  In Western Europe, the percentage of companies taking a more strategic view of security has increased from 26% in 2014 to 30% this year.

security strategic

  • IT infrastructure costs to support big data initiatives (29%) and costs related to securing the data (28%) are the two greatest barriers to big data adoption. For cloud adoption, costs and security are the two biggest barriers in midmarket organizations as is shown in the graphic below.

security costs

  • Cloud use by midmarket companies in France increased 12% in the last twelve months, leading all nations in the survey.  Of the 11 countries surveyed, France had the greatest increase in cloud adoption within midmarket companies.  French businesses increased their adoption of cloud applications and platforms from 70% in 2014 to 82% in 2015.

Sources: Dell Study Reveals Companies Investing in Cloud, Mobility, Security and Big Data Are Growing More Than 50 Percent Faster Than Laggards. October 13, 2015

 

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