Sales, Customer Service, and Marketing Top Technology Investment Priority List

A few weeks ago, I shared results from Forrester’s Forrsights Software Survey Q4 2012, spotlighting the fact that strengthening customer relationships and driving revenue growth are the top prioritiesof senior business leaders today. This is playing out in the technology market where the leaders of key customer-facing functions have become driving forces behind technology spending.


In our survey of 2200 software decision-makers, the number one ranked department for investment was Sales (42%).  Customer service was tied for the second most important priority (36%), followed by Field Service (27%), and Marketing (25%).


Investment priorities for mobile technologies show a similar pattern. The Sales department tops the list in priority 48%. The next most important priority departments for mobile investment are Field Service (42%), Customer Service (34%), and Marketing (34%).


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Carpe Diem With The CRM Playbook: Growing Customers And Revenues Are Top Priorities For 2013

As more signs point to strengthening economic activity in the US and selected regions of other parts of the world, corporate austerity is fading and growth is back in the spotlight.  Acquiring customers, improving the customer experience, and growing revenues have returned to center stage.  

Forrester asked more than 2,000 global business decision-makers at large organizations what their “critical” and “high” priorities are for the next 12 months. We found that:

  • Their top priority is acquiring and retaining customers (73%).
  • Tied for the top spot is growing overall company revenue (73%).  
  • The third most important priority is addressing the rising expectations of customers and improving customer satisfaction (68%).
  • Lowering operating costs now only takes sixth place on the priority list (63%).
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