The Inside Story: How The Top 18 CRM Solutions Stack Up In 2012

 

The most frequent question I get every day is: “What is the best CRM technology solution for my company?” I recently teamed with four other Forrester analysts (Kate Leggett, Boris Evelson, Brian Walker, and Stephen Powers) to evaluate 18 leading CRM solutions against more than 400 product feature, platform, and market presence criteria. Here’s a sneak peek at our key findings from two new reports: The Forrester Wave™: CRM Suites For Large Organizations, Q3 2012 and The Forrester Wave™: CRM Suites For Midsized Organizations, Q3 2012.

■        CRM solutions are widely adopted, and buyers plan to increase investment. In fact, 50% of the 556 North America and European large organizations we recently surveyed have implemented a CRM solution (a marketing, sales, or customer service application). An additional 23% have plans to adopt a CRM solution within the next 12 to 24 months.

■        Consolidation alters the vendor landscape. In response to the demand for solutions that support the cross-channel, end-to-end customer journey that defines the quality of the experience an organization delivers, large CRM vendors such and Oracle, SAP, and salesforce.com have acquired direct competitors or have snapped up companies in adjacent spaces to broaden the range of their offerings.

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