2012 CRM MARKET LEADER AWARDS

The CRM market continues to prove its worth with some impressive growth. According to one analyst firm's CEO survey, CRM is the most important area of investment to improve business over the next five years. Fueling this growth are investments in software-as-a-service, social, mobile, analytics, and even gamification applications. Find out which vendors are ramping up these offerings and best responding to industry needs in this year's Market Leader awards.

1. Enterprise Suite CRM
The Market This year, CEOs rated CRM as the most important area of investment to improve their business over the next five years, according to Gartner's 2012 CEO Survey. Global CRM software revenue totaled $12 billion in 2011, a 13.5 percent increase from 2010. Software-as-a-service (SaaS) deployments continued their growth trend, accounting for 32 percent of the CRM software market in 2011. CRM vendors are increasingly tasked with tying workflows, analytics, mobile, and social components into an experiencedriven solution that addresses the entire customer journey, according to Gartner. The Leaders Microsoft earned a solid score of 4.0 in cost for its pricing strategy. There has been a changing of the guard for Dynamics CRM this year, with Microsoft naming Dennis Michalis as general manager of Microsoft Dynamics CRM, a move analysts approved. The hiring of a new corporate vice president for Dynamics this spring was equally well-received. "With the arrival of Bob Stutz, competitors can expect a shift to the enterprise," comments Ray Wang, principal analyst and CEO of Constellation Research. While Wang applauds Microsoft's offering choice in deployments, Paul Greenberg, president of The 56 Group, notes that Microsoft's social and analytics components need to be strengthened. NetSuite's scores were consistent with category averages across the board. Like some others on the leaderboard, NetSuite is paying careful attention to cloud commerce. This year, NetSuite unveiled its commerce-as-a-service solution, SuiteCommerce, allowing enterprises to manage business and customer interactions through a cloud platform on NetSuite's ERP/CRM business management application. John Ragsdale, vice president of technology research for the Technology Services Industry Association, calls NetSuite's integrated professional services automation and CRM a "major plus for an OnDemand solution." Oracle made our leaderboard again, with good reason. Of all the enterprise CRM vendors evaluated, Greenberg says Oracle "might have the most complete functionality." Other analysts agreed, giving Oracle a 4.2, the top score for functionality. Brent Leary, partner at CRM Essentials, notes Oracle's "acquisition spree" over the last 18 months, picking up RightNow Technologies, Taleo, Endeca, Inquira, Market2Lead, Collective Intellect, and Vitrue, "which has allowed it to [add] top-notch functionality to its traditional CRM offerings." Leary mentions Oracle's developing a "broad focus on customer experience—and dividing that focus into B2B and B2C workflows, processes, and solutions." An active player in this spring's string of big-name acquisitions, SAP again makes its presence known in the enterprise suite CRM category. Acquiring cloud-based business commerce company Ariba for $4.3 billion reinforces the fact that "people are getting into end-to-end commerce," Wang says. Cloud-based enterprise network and procurement is a $5 billion market, and SAP wanted a piece of it. Martin Schneider, CRM analyst at 451 Research, says SAP is essentially "rebuilding what it's doing" in terms of mobility and analytics. "[SAP is] entrenched in so many big businesses on the back end side with the financials that they can take the time [and] do it right. I think SAP is going to come back in CRM in a big way," Schneider says. SAP's score of 3.9 for company direction was solid, but not without a nod to the movement that awaits. The Winner Salesforce.com, our enterprise victor, showed off a prime score of 4.5 for company direction. The company continued to wow judges this year, especially with its $50 million acquisition of SaaS solution Assistly (now Desk.com) last fall. "While it brings social service functionality that can be used in the service cloud, it also is a service rooted in serving small businesses," Leary says of Salesforce.com's multimarket reign. Oracle's pursuit of marketing automation (in its snapping up of Vitrue this May) was soon followed by Salesforce.com's acquisition of social marketing solution suite Buddy Media. "Salesforce.com continues to make a lot of moves," Schneider maintains.

and SMB users. partner at Emergent Research. calls Sugar "a solution that continues to expand. "In terms of the bigger picture…it should be the way people think [about CRM].1 last year. 2.com a "consistently strong vendor of midmarket CRM.8 billion last year. It's coming on strong. nabbing a 4. But he added that "it's interesting what [Microsoft] can do with all of its components to really create an experience-driven CRM. and other . That uptick carried out across the globe. analysts had questions about how Oracle Fusion CRM was shaking out.0 in customer satisfaction and retained its title as One to Watch.1 for cost. Endeca.com's "ability to…ramp up to $750 million in revenue before quickly attacking the enterprise…proves it runs the gamut really well. as Gartner predicts revenues in the United States will total $9. vice president of technology research for the Technology Services Industry Association. Midmarket Suite CRM The Market Last year's blurring of the lines between midmarket and enterprise CRM offerings has not cleared much. calls NetSuite "a great midmarket choice. and at press time. CRM analyst for 451 Research." and his praise was echoed by a declaration from McCabe that "Salesforce. pulling the rug out from under its competitors for reputation for company direction with a score of 4. Japan. NetSuite took a solid 3. so that CRM data is available to them for history and decision support without having to access multiple screens. says Microsoft "has hung in there [against competitor Salesforce. earning a score of 4." says Martin Schneider." Ament says. a partner with SMB Group. "Ease of use is provided via a single sign-on with one interface for agents. earning a solid 4." says Leslie Ament. a drop from last year's 4. depth of functionality. and company direction. and mobile computing. introducing the cloud-based SuiteCommerce platform as a way for companies to manage customers across numerous touch points. Leslie Ament.1 billion in 2012. Steve King. King calls Salesforce. RightNow CX Cloud. "Microsoft showed some very interesting visions at [Convergence 2012] and they're kind of percolating.com's acquisition of Buddy Media further proved that the company planned to pad its social-media marketing capabilities. Expect to see SaaS growth continue." The Winner Salesforce." with customer satisfaction that appears to be "climbing.com continued its winning streak. NetSuite continued to pad its midmarket and enterprise partner network this year. up from $7. and Latin America's growing adoption of CRM or ERP deployments. with Asia-Pacific. with Fusion CRM—bolstering the multichannel view of the customer.4. Salesforce." While Paul Greenberg. but analysts seemed pleased with this vendor's overall performance.7 in company direction—among the lowest on our leaderboard—justifies analysts' "wait and see" sentiment. and while the company didn't make it to the leaderboard this year. a slight dip from its 4. The likely trailblazers in the midmarket are those vendors that account for the surge in cloud." Laurie McCabe.4.com is still the leader. SugarCRM held its competitive pricing edge.com was hot on Oracle's heels for depth of functionality.1." Salesforce." Analysts were sweet on this vendor for replacing IBM's Siebel Systems implementation with SugarCRM.5 billion did not hurt RightNow Technologies' position as a strength player. who adds that Salesforce. "This vendor has a significant offering with a good reputation for customer satisfaction. he did point out NetSuite's inherent nature as an ERP company. which included native support for mobile devices and planned upgrades in social customer care. social. senior analyst and vice president of Hypatia Research Group. senior analyst and vice president of Hypatia Research Group. says she is "favorably impressed" by the company's spring launch of the Service Experience Management platform. Oracle scored strong in functionality.com] and that tenacity seems to be paying off. The Leaders Microsoft's release of Dynamics CRM 2011 continued to shake out with a Q2 2012 update. which is targeted for the enterprise. which indicates to King that it's "moving beyond small businesses. along with ATG. especially with Oracle's recent acquisitions. notes that "social components in the CRM component of its suite" are lacking. president of The 56 Group. "After being acquired by Oracle. midmarket. A 3.9 for company direction.One to Watch KANA came in as our One to Watch." McCabe says." One to Watch Being snapped up by Oracle last year for $1.0 for its bells and whistles. as it scored a 4. Last year. John Ragsdale." But the general word among analysts was that this vendor needs to juice up its analytics. Schneider says. The vendor remains a CRM provider of choice for enterprise. Oracle had just paired its customer experience suite.

it is still positioned as a leader in the SMB realm. Affordability and pricing often take precedence over intricacies in functionality. added a plethora of features like Pulse for internal collaboration.5. dropping from 3." says Leslie Ament. a CRM analyst at 451 Research." he remarks that this is generally a solution geared toward larger small businesses. But despite the all-around "excellence" in offerings King speaks of. counted Zoho among the "rising stars" for small-business CRM.0 for functionality." Schneider says.com disrupted the Siebels of the world and [now you see] Zoho disrupting Salesforce" in on-demand. Our winner in this category for five years straight. easy to use. according to Forrester Research. It continues to be seen as a top innovator among industry experts. he points out. and integrated Zoho Support with Facebook and Twitter.com did not relinquish its crown without a fight. Another 25 percent plan to deploy a CRM system this year or beyond. Forty-one percent of SMBs report having a CRM system in place this year. "Zoho is emerging as a very strong candidate. While McCabe touts NetSuite's overall big-picture strategy.front-office vendors. in functionality. NetSuite inched up from its position as One to Watch last year to place on our leaderboard. Smaller sales and marketing teams demand a no-nonsense approach.5 for cost and a 4. While King praises the suite's "excellent functionality." Still. It took top spot in company direction with a 4. like the mobile platform. John Ragsdale. says Microsoft has "great third-party support. partner at Emergent Research. came out with myriad mobile integrations. This year. but positioned itself as our One to Watch. and continues to add on attractive functionality priced like an a la carte menu." While it may seem Sugar has its eyes on the enterprise after integrating with the IBM LotusLive collaboration suite and replacing Siebel as IBM's ondemand CRM of choice. with a score of 4. "but there are others that find it getting a little too convoluted. the introduction of the SuiteCommerce platform integrating ERP and CRM capabilities—she does point out that "you don't actually see too many small businesses buying NetSuite CRM. following a four-year lapse. earning a solid 3. indicating the small and midsized environment is ripe for growth. The Winner Zoho stepped up its game and stole top spot as our winner with a 4. analysts' scores still reflected that Sage offers a cost-effective solution for small businesses. great midmarket product. Steve King. senior analyst and vice president of Hypatia Research Group. cash is king. it settled in at 3. [offering a] solid product at a good price. and small wonder. as well as mobile support for devices such as Android and iPhone." Laurie McCabe." This may explain why the vendor's company direction dipped slightly from last year. vice president of technology research for the Technology Services Industry Association.0 in the cost category. says McCabe. This year.7. Salesforce. it will be interesting to see if RightNow will be able to maintain the level of customer satisfaction built up over many years. Zoho has that disruptive star quality. "Zoho CRM is cost-effective. The Leaders Microsoft made it on to our leaderboard for the second year in a row. and software-as-a-service solutions that zero in on an SMB's lines of business and build out an all-in-one product will be most competitively positioned. Analysts had plenty of positive things to say about this vendor.com's acquisitions…[are not] necessarily pulled together and neat yet. While King says Sage has "fallen a bit behind in the cloud" in comparison to some of its counterparts. but it's really the innovator. which enables smaller businesses to scale as necessary. Salesforce. asserts. Some [small businesses] really like it. . small-business CRM. with impressive efforts in multichannel and e-commerce—namely." McCabe notes.7." and Martin Schneider.com's smallbusiness pulse appears less clear. King calls Sugar "a leader in open-source CRM. and this year's small-business suite CRM leaders are no exception. adding that "Salesforce. "I think they have a really great. One to Watch Sage was nudged off the leaderboard. spoke of its many "interesting components. Small-Business Suite CRM The Market When it comes to small and midsized businesses (SMBs).2. Sage launched a Cloud Platform with Essentials and Professional editions." 3. For the small business that requires functionality at a price it can afford. a partner with SMB Group. Zoho gave its user interface a full facelift." SugarCRM carved out a niche again on the small-business suite CRM leaderboard. "Some of Salesforce.9 to 3. but I'm…skeptical that they are scaling it down enough for the true small business.

For the fourth year in a row. says Ray Wang.0 for company direction. "Microsoft is trying to figure out…how do we get [social. Oracle pulled a 4. but it's got tools to be innovative in others. adding that customers will be eyeing "how it plans to modernize and improve its core SaaS architecture." There's something to be said for getting back to basics." giving it a huge advantage. Last year's Market Awards found NetSuite eyeing larger enterprise. as well as collaboration.2 for depth of functionality.com led the pack for functionality. going full steam ahead with social business offerings and beefing up its sales solution pipeline. and Blytheco.5 billion purchase of cloud-based CRM provider RightNow Technologies last fall. CRM analyst at 451 Research. principal analyst and CEO of Constellation Research. Among enterprise and midmarket solution providers that recently made the move to NetSuite Cloud were Deloitte Consulting. ." The release of Oracle RightNow CX Cloud Service. After coming in as our One to Watch last year. Chatter. Web conferencing. underpinned by its "ability to offer choice in deployments. As a result of this effort. >Zoho nudged its way onto our radar screen to take the title of One to Watch.9).4.s safe to say that it's "mapped on to the transformative nature of social and analytics in the workplace. SugarCRM recently clinched $33 million in financing to further expand its enterprise offerings. customer support." The Leaders Microsoft's "hiring a major product strategist for Microsoft Dynamics CRM is one of the best moves [it] has made. "It's playing catchup in some ways. The Winner For the seventh consecutive year.com was gearing up for its summer 2012 release. Schneider explains. The Microsoft Dynamics CRM Q2 2012 Update introduced Microsoft Dynamics CRM Mobile and cross-browser support for Dynamics on versions of Internet Explorer. and analytics capabilities. Securing the top spot for company direction with a 4. blended its customer experience solution with sales force automation for a cross-departmental view of the customer.7. Sales Force Automation The Market Sales force automation (SFA) has been and continues to be about enabling sales teams to sell better. Safari. but there's a big cultural change in that. Wang says that SugarCRM's "win with IBM puts it on the map for enterprise-class. NetSuite's revenue spiked. and it appears the company made some headway in that regard. which weds social accounts." says Martin Schneider. and rightfully so. One to Watch A newcomer to the SFA ranks this year." NetSuite earned an enviable score of 4.com stole the show for its Sales Cloud. "[Collaboration] does make people better by linking them to other people.3. This vendor "continues to lead the market with thought leadership. Oracle clinched a title as an SFA Market Leader. Bob Stutz came on board to lead the Dynamics CRM effort.4. with an impressive 4. offering solutions that serve as "an attractive option for businesses requiring basic marketing. Microsoft earned a 4. At press time. showing a 30 percent year-over-year increase in the first quarter of 2012." asserts Leslie Ament. mobile. "Salespeople are kind of on an island—they're set with a quota and they want to be able to track and manage the basics. and Google Chrome. and sales force automation functionality. and its vision of a social enterprise goes beyond sales. catching the industry's attention. experiencing 118 percent growth in global billings in the first quarter of 2012 from first quarter 2011. which could be correlated to the company's healthy stream of acquisitions. Ament says this is a company with small-business know-how. Salesforce. SugarCRM was clearly not content to watch from the sidelines. Grant Thornton.0 as the SFA category leader in customer satisfaction. He adds. The industry is witnessing a push for deeper social and mobile SFA capabilities. senior analyst and vice president of Hypatia Research Group. John Ragsdale. Salesforce." Schneider notes." Wang says. mobile components] into a stronger SaaS or cloud model?" Schneider says. "Zoho is emerging as a very strong candidate for the space…where people just want 'enough'" to seamlessly close the deal. Salesforce. calls it a "functional best of breed. coupled with Oracle Fusion CRM. not the least of which was the $1. Oracle's score for company direction dropped slightly (3. Firefox. down from 3. vice president of technology research for the Technology Services Industry Association. it. open source solutions." after IBM bid farewell to its Siebel solution last year and said hello to Sugar.

group vice president of software business solutions at IDC. and SPSS. compensation. integrated Softscape's talent and performance management solutions into its offerings. "Xactly remains a progressive thought leader as it adds gaming mechanics to incentives. says Xactly provides "a strong and modern user experience and [does] simplicity better [than other vendors]. "This partnership represents an important step in our current strategy: to make our U. With its high score of 4. IBM snapped up the Canada-based vendor. After acquiring Softscape two years ago. SumTotal's offerings point to a growing trend in companies investing in more HR technology. . or following Xactly on Twitter." said Excentive International CEO Fabio Ronga in a statement. such as Unica. In addition. and forward-thinking companies are turning to game mechanics to influence employees' and customers' behavior. and more." but needs to "shake things up. says the acquisition "adds a broader vision" to the range of solutions in Merced's portfolio.1 in company direction. social collaboration. Combining Varicent's software. finance. NICE Systems . with IBM's other acquisitions. SumTotal Systems." "Champion.–based company takes the title of IM winner for the fourth year in a row. Friends of Xactly." One to Watch French compensation provider Excentive International slipped off the leaderboard this year. a retail bank consulting and sales training practice. Customers can exchange points for discounts to its user conference. Synygy reported 35 percent total revenue growth for Q1 of 2012 compared to the same quarter last year. and talent management solutions provider StepStone Solutions. a few months after Varicent Software reported a 42 percent revenue growth for 2011. Fauscette notes that the company has a "good set of functionalities.5. only to reappear on the leaderboard as part of SumTotal Systems. Cognos. it announced partnerships with Kane Bank Services. which will include Excentive in its offerings to its customers. Calif. free training. After receiving the 2010 One to Watch title. managing partner of CSO Insights. performance. analytics. that rewards customers with points for activities. Incentive Management The Market Incentive management (IM) is heating up. Chris Cabrera. Michael Fauscette. a company based in Israel that provides analytical tools for recording service transactions. which automates and analyzes data to uncover trends across sales. TX– based SPM consulting firm. Analysts approve of the acquisition. The year was marked by a number of major consolidations as companies seek ways to invest in their employees. and IT departments.S. Softscape disappeared last year. As part of its strategy. such as speaking at Xactly's user conference. the company announced a partnership with OpenSymmetry. providing a case study. making it the company's best year in terms of sales and client acquisitions. One of the earliest vendors to enter this space. The economy is putting pressure on companies to find smarter." according to Dickie." Last year. analysts seem confident that Varicent will do well on IBM's roster. human resources." Wang says. planning. The Winner Xactly has done it again: The San Jose. Xactly unveiled a new customer loyalty/gamification platform. according to Wang. providing a software suite that covers key human resource functions including training. or dinner with Xactly's CEO. Dickie notes that integrating Merced with NICE's capabilities gives customers a "more robust [sales performance management] solution." Ray Wang." Analysts also praise the vendor for its innovative approaches. provides customers with a "very strong analytics solution set. The Leaders The newly acquired Merced Systems has once again earned a spot on the leaderboard. Along with SumTotal. In April. announced that it would buy Merced Systems for approximately $150 million. Wang notes that Synygy appears on a lot of short lists "because of its wide range of industries and depth of functionality. a provider of human capital management solutions. Late last year." says Jim Dickie. in addition to earning status levels such as "Fan. and a 56 percent rise in managed support subscriptions. "This is a very hot area. the company may return to the leaderboard next year. an Austin. hiring. Synygy holds steady as an IM leader. costefficient ways to motivate their sales teams as well as help them uncover and track more leads. gamification has become the latest industry buzzword." Given its new strategy. with lots of innovation and merger activity going on. principal analyst and CEO at Constellation Research." and "Rockstar. Excentive International has made North America "a top priority for 2012" according to a company statement. subsidiary the number one operation of Excentive International.

The company also recently unveiled Marketo Social Marketing. Wang points out that SAS's industry solutions "remain its strength" and it has "made strides in improving its offerings in social [media]. CMOs will spend more on IT than their counterpart CIOs. According to Ray Wang. an inbound solution that analyzes customer interactions in real time. assistant professor of marketing and director of research at The Schey Sales Center at Ohio University." Last summer the company unveiled new features for its SAS Social Media Analytics.0s for depth of functionality and company direction but stumbled on product cost. 7. In a Webinar. Business Intelligence . and competitive intelligence functionality. Adding Crowd Factory to its portfolio makes Marketo a "complete happy family. Marketing Solutions The Market Marketers continue to place their bets on digital technology as vendors roll out increasingly sophisticated solutions. On a positive note. and referrals. such as video sharing. increase campaign reach.0s in depth of functionality and company direction. "They're competing heavily against IBM and SAS Institute. "Marketo's leadership understood…that social marketing applications were missing from their product family so acquiring Crowd Factory was really a smart move. "Marketo's move to acquire Crowd Factory signals a realization that social is not only a requirement but also a key strategic differentiator. McLellan noted. which include social scorecards. and they're starting to run into Marketo more. Eloqua launched a new Social Media Suite that enables users to improve form conversions. "Technology is at the heart of marketing—and adoption is well under way." posing a challenge for the vendor. "They're serious about building out. One to Watch Despite falling short of the leaderboard once again." says Raj Agnihotri. Despite its success. Brent Leary. but Marketo shook things up this spring when it bought social campaign management firm Crowd Factory in its first-ever acquisition." he says." According to Wang. Digital tools covering online. analysts had mixed reactions to Eloqua. include a new collection of social campaign applications. SAS Institute is the"Rolls Royce of [the] market." Wang says. Michael Fauscette. cofounder and partner of CRM Essentials. according to the judges.2." The Leaders Returning leader Aprimo (acquired by data warehousing and business analytics company Teradata in 2010) is a "dominating presence among Fortune 100 companies and a solid brand. the software-as-a-service marketing automation pioneer. Last summer. Oracle's recent acquisition of Vitrue. and score leads. and email are "taking the lion's share" of the marketing budget at the expense of traditional advertising and marketing vehicles. Gartner analyst Laura McLellan predicts that by 2017. group vice president of software business solutions at IDC. Marketo Social Boost and Marketo Social Promotions. a suite of products designed to make marketing campaigns inherently social. was a response to Marketo's Crowd Factory purchase and an attempt to "leapfrog" its own gap in social marketing automation.6. mobile. Unica remains "the gold standard" for high-end solutions. Aprimo expanded its Integrated Marketing Management solutions this year with the Aprimo Real-Time Interaction Manager. The suite's first offerings. according to Wang. with a 3. This year marks the second year that Unica has held its spot on the leaderboard after IBM acquired the marketing software maker for about $480 million in 2010. according to a report by Forrester principal analyst Tracy Stokes. Oracle offers a lot of potential. sweepstakes." Fauscette says. an author hub. To get the most out of its purchase. says Teradata faces "a lot of competitors coming from different angles. says making Unica "more accessible" so that end users can "take advantage of the [solution's] vast amount of functionality would go a long way in maximizing [IBM's] investment in the platform." Fauscette says. monitor real-time conversations." In addition. voting. Although it managed to stay on the leaderboard." Fauscette notes that the company has a "decent reputation" but it needs to improve its company direction." adds Agnihotri. The vendor scored a 4. Social marketing automation solutions have been a weak spot for many vendors. With solid 4. the release "significantly improves the user experience and is designed to simplify the most complex scenarios. CEO and principal analyst at Constellation Research. a social marketing platform. analysts are pleased with Aprimo's development.2 for customer satisfaction and 4. The Winner Marketo grabbed the crown for the second year in a row.

Forrester analyst Boris Evelson explains that Oracle's 2011 acquisition of Endeca. introducing social decision-making on its self-service BI platform to help users collaborate to make more insightful decisions. "QlikTech's focus on ease is helping to democratize business intelligence. Wang notes that "customers love the Business Objects capabilities." Ragsdale says." and the user interface of its products is becoming "increasingly easy for business users. respectively.8 in customer satisfaction. is highly adopted and highly regarded by large high-tech firms. OpenPages. Qliktech. analyze it." Steve King. "It just takes a little time to get there. The Winner The reigning champion for the fourth year in a row. "Cognos. Last year's One to Watch. the company's coffers are growing. particularly around social analytics. and Cognos. "Oracle has leapfrogged all other leading BI vendors in its capability to integrate unharmonized data sources and perform searchbased BI. has jumped to the leaderboard. explains. One to Watch As a business intelligence provider. which could boost SAS Institute's results with analysts next year." SAS Institute's offerings continue to secure its position on the leaderboard. Oracle still has room for improvement. however. Gartner notes that the company has been making an effort to address such criticism. Clarity Systems. There is still room for smaller. he says. Its 37 percent sales growth over the past year helped it snag third place. In a "Magic Quadrant for Business Intelligence Platforms" report. In a blog post." he says." Michael Fauscette. Start-ups and established vendors are racing to help companies unlock insights about consumers by offering tools to mine data. The fact that the company's product is difficult to implement holds it back. The market is dominated by companies buying their way in because BI is "such a hot space. but the company still needs to harmonize its metadata model with the rest of its acquisitions. "[SAP seems] to be set up nicely for the future with HANA. Teradata is a company to watch." says John Ragsdale. though." Fauscette says. Although Teradata's market share in this space is small compared to companies on the leaderboard. Part of IBM's success is its ability to solve complicated issues for its customers. The Leaders "Oracle gets big data. in particular.7 and 4." Ragsdale notes. the business intelligence market does too. and received a 3. which could . and business intelligence solutions. Web commerce. was key in differentiating the company. on Forbes' annual list of America's 25 Fastest-Growing Tech Companies." Wang says. "IBM's Smarter Analytics is the high end of the market in the types of problems solved and the ability to address complex scenarios. the company unveiled QlikView 11. a partner at Emergent Research. including Algorithmics. IBM continues to be a "dominant player. according to Ragsdale. vice president of technology research for the Technology Services Industry Association. and a thorough roadmap for collaborative analytics and mobile BI— two areas that promise to be crucial. says Qliktech's fast." Evelson writes." thanks to multiple strategic acquisitions in the BI space." CRM Essentials cofounder and partner Brent Leary says. Qliktech offers a "fresh. Ray Wang. principal analyst and CEO at Constellation Research." Wang says. In fall 2011.6 for depth of functionality and company direction. surpassed only by LinkedIn and Apple. placing it behind several vendors. notes. a provider of unstructured data management. in addition to investments in predictive analytics vendors such as SPSS. more nimble players to gain a toehold. Having added Varicent to a broad collection of acquisitions in its Smarter Analytics System. IBM is going strong. adding that the company is oriented toward helping customers leverage BI through its core applications. businessfriendly BI tools"remain the envy of business users around the world. Its solutions are "highly flexible. group vice president of software business solutions at IDC.The Market As big data continues to grow." SAP once again snagged a spot on the leaderboard with SAP Business Objects and its HANA in-memory database. and track it in real time. modern application. Judges awarded the vendor best-in-category scores of 4. "SAS customers are extremely loyal and love the industry focus on solutions.

5) and company direction (4.9 billion this year. The company's 3. and missed sales opportunities—at about one sixth of the company budget at many organizations. already a long-time staple in the data quality field. relevant.5 score in depth of functionality climb even higher next year. which is far more complex to maintain and update. actionable.4) and a second-place finish in customer satisfaction (4. Pitney Bowes joined the data quality ranks in 2004 when it acquired Group 1 Software.4. but it also attracted attention for making its solutions cloud-ready (with support for the Amazon and Microsoft Azure clouds). And while a few large vendors dominate. lost contacts. Moreover. Informatica has all the pieces needed to master big data and provide high-fidelity stream as we make the shift from data to decisions. noting that the company "is now engaging directly with customers by offering ROI value propositions that attract both upstream and downstream decision-makers. it's back among the leaders on the strength of its scores for cost and value. "Trillium has amassed an impressive quantity of clients.9 score in cost was second only to Talend. Beyond that. but has been slow to capture market share. The company reported a 21 percent increase in revenue for the first quarter of 2012. it released version 9. The Leaders DataFlux." she says. an area Gartner says will grow to $1. more than half of the revenue industrywide will come from smaller. a division of Harte-Hanks. 8. or virtual. a new area of attention has been product and marketing data. A One to Watch in both 2008 and 2009 after placing on the leaderboard in 2007. data quality continues to be recognized as an inherent issue for larger master data management projects. says.lead to more powerful solutions down the road. sits proudly among the industry elite for the ninth straight year. but will lower operational costs and time to implementation too. will only expand its reach. If they pay dividends for the company. timely. the lowest in the industry.9).2 billion by 2015. which failed to place this year. Vivisimo. it could see its 4. principal analyst and CEO of Constellation Research. and secure. Trillium Software.3 was among the highest in the industry. Analyst firm The Information Difference valued the data quality market at about $948 million in 2011. In May. The company also scored an impressive 4. which it says will not only make corporate big data more valuable. more specialized vendors.5 of its Informatica Platform. Data Quality The Market Current estimates put the waste associated with poor data quality—blamed for duplicate mailings. That unacceptable loss has prompted an uptick in the data quality market. calls its flexibility an asset." The Winner Informatica ran away with the top spot in the industry for the third year in a row after capturing top scores in functionality (4. IBM. Its partnership with Microsoft." IBM was kept out of the top spot in data quality this year by its score on cost (2." . While the industry's main focus has been on customer contact information. its data management platform supports any domain. the most recent being DemandTec. As such. a part of SAS Institute. compared to the same quarter a year ago. according to Gartner. for which it received an industry-leading score of 4. batch. in any time frame—real. Leslie Ament. and Tealeaf Technologies. maintains its leadership position mostly on the strength of its customer satisfaction. senior analyst and vice president at Hypatia Research Group. "From data quality to master management to integration. Ray Wang. but don't count Big Blue out just yet. showing 7 percent growth over 2010. stirred the pot this year with several key acquisitions that strengthen its position in data quality and analytics. up 21 percent from last year. any data source type." Ament says. and offering on-premises and hosted offerings. which positions it as the first and only choice for data quality profiling and cleansing within the Microsoft Dynamics CRM environment.1).3 in depth of functionality. and to $3. "DataFlux enables its brand-name retail apparel clients that sell direct via multiple channels…to consolidate customer records via multiple channels. Its depth of functionality score of 4.

integration is often a struggle. The company was also bolstered again this year by a number of key partnerships. its customers were among some of the happiest. The Winner As it has done since the category was launched in 2008. 4. Though it has a strong following among small and midsized firms.8 in three of the other judging criteria—depth of functionality. which are enriched by its many partnerships with other developers. It had been absent from our rankings since 2008. draws its strength from its developer and user community.000 registered members. vTiger makes the top ranks of companies in the open-source CRM space simply by virtue of its industry-leading score (4.5 in customer satisfaction more than compensated for its below-average score in cost. which has a strong presence in the cloud-based ERP space. Consona again takes a place among the industry elite. led the industry this year with a score of 4.000 a year. The company also pulled in a better-than-average score (4.0) in cost. The company scored an industry-leading 4. and the fact that its products are deployable individually or as a full suite in either software-as-a-service or on-premises versions. company direction. when it appeared as a One to Watch. its 4.1. according to Andy Hayler. and if modifications are needed after deployment. most of them operating in the Java/J2EE environment.7 score in depth of functionality. the company struggles with direction.1 in that criteria. a staple on the leaderboard. but its recent push in the cloud could take it farther. As with many acquisitions.2) in depth of functionality. and that was certainly the case at Oracle. and customer satisfaction—but perhaps is most known for its ease of use. The company has found its warmest welcome in developing markets. it is an enterprise system with a lot of capability and some of the strongest tie-ins to other systems and databases. Open-Source CRM The Market Open-source CRM solutions haven't exactly hit the mainstream just yet. the acquisitions continued this year.4. Also true to the open-source creed.3) in cost. with a community edition that is free and three other editions that range in price from $300 to less than $1. like so many others in this category.0 in customer satisfaction.6 in company direction. programmers are usually easy to find. Concursive boasts a developer and user community of more than 17. much of the enterprise-class application's power is likely to go unused. "It has very solid core offerings.One to Watch Oracle last year was projected to advance to the leaderboard following several key acquisitions in the data management area. The company. bolstered by its 2010 acquisition of Compiere. Still. As the most significant open-source CRM solution vendor by a wide margin at this time. managing partner at CSO Insights. The Leaders ADempiere. And while the past year has seen a continuation of the shift to a "freemium" model. Nonetheless. was helped along by the second-highest score (4. a staple on CRM's leaderboard before the acquisition." says Jim Dickie. mostly on the strength of its offering in terms of cost. president and CEO of The Information Difference. which are at the core of the open-source movement in the first place. This year. a spin-off of Compiere. Concursive. more than four-tenths of a point above its nearest competitor. it is trying to expand its reach beyond CRM to other business applications. Well. according to industry analysts. "The way vendors have packaged their solutions on a premium and pay-as-you-go basis has been a model for success. analysts have warned that in some cases. but they weren't enough to propel the company beyond being a One to Watch again in 2012. but they have a lot going for them." says Jeff Kaplan. 9. which scored at the bottom of the field in company direction with a 3. it climbs onto the leaderboard. in fact. with a total score of 4. It also scored 3. founder and managing director of ThinkStrategies. but analysts also favored the company's very strong presence and robust set of offerings in the social CRM space. They're often far less expensive and easier to modify than their proprietary counterparts. and 4. an essential requirement for such solutions. the real momentum shift has centered around the hosted model. . SugarCRM emerged as the standard bearer for open-source CRM solutions. but the fact that it is mostly known for its ERP products kept it from rising higher in the other judging criterion.

9. managing partner at CSO Insights. The Leaders All four of this year's leaders have been around for a while. according to Dickie. release management. Nonetheless. it is still known as an ERP vendor with limited product offerings in CRM. Consultancies The Market As the CRM market grows with additional solutions." she says. does its complexity. so. according to analysts.0. a powerhouse in the areas of analytics and compensation management. and flexible licensing and pricing options. as the company rang up an above-average score of 3.9. Accenture." IBM. says the company's accomplishments will go far beyond. Deloitte is welldifferentiated from its competition. Ament attributes its leadership position to a much broader reason. for example." Ament says. where it tallied a score of 3. customizations. And while the company's main focus has been on compensation management. and product support and maintenance. and mobile operating systems. And while Jim Dickie. a crop of new players has been emerging to help clients assess where. "Accenture has certainly made inroads into the customer management arena with its digital marketing offerings. where it scored a 3. and how to take advantage of new cloud-based alternatives. it has "been busy developing intellectual property around social risk and reputation management. training. many consulting firms have expanded beyond very basic services this year to include implementation strategies.One to Watch xTuple. marketing.0. the One to Watch for the past two years. most have stayed true to what has placed them at or near the top in the category since CRM magazine began presenting its Market Leader Awards more than 10 years ago. Some have even aligned themselves with specific solutions vendors to ensure a steady stream of business. where it racked up an industry-leading 4.9. where it garnered a respectable score of 4. analysts were particularly impressed with the way that xTuple integrates all critical functional areas in one system. IBM's portfolio of CRM-related consulting and software offerings is unmatched. and support issues. French company Capgemini's differentiator this year was customer satisfaction. While the largest consulting houses continue to dominate the market. With business management software geared especially toward growing companies starting from scratch. But that comes with a caveat: "Customers should carefully evaluate whether they require the full portfolio of resources that a management consulting firm brings to the table or whether a digital marketing agency or marketing services provider would serve as well. earning a score of 3. 10. Its largely European and multinational clientele is very happy with the level of services it provides. business intelligence and analytics. which is fueling impressive growth in the CRM consulting industry as well." Ament says. when." Leslie Ament. vice president and senior analyst at Hypatia Research Group. Linux. data integration." she says. Deloitte continues to demonstrate its ability to execute. "While navigating global services is often challenging. product upgrades and migrations.9). system testing. In addition to specializations. continues in that role this year after better-than-average scores in each of the judging criteria and a particularly strong finish in cost. and its ability to execute (3. this year also flexed its muscle in company direction. and while some of them have changed their focus slightly. Both should position Capgemini to continue atop the field for years to come. ably produces in its ability to execute. says the company continues to offer "the broadest practice for dealing with sales. its multiplatform support for Mac.8 in both its ability to execute and its company direction. roughly a quarter-point higher than its nearest competitor. "Coupled with its comprehensive portfolio of risk intelligence services. Another crop specializes in social media monitoring. Windows. too. The Winner .

The CRM Magazine – August 2012 – www.8) in customer satisfaction and a 3. Oracle. with a 3. which hasn’t appeared on the leaderboard since 2009. they do very well.0). and Hyperion." she says. a newcomer to the leaderboard. and supply chain. shared the top mark in ability to execute. strategic technology. One to Watch Hitachi Consulting. customer and channel.3) and cost (4. And while its offerings might not be as broad as some of its competitors. "what they do. SAP. And though still largely a niche player focusing on solutions in corporate management." Dickie says. "Cognizant's rapid growth in the B2C sector after carving out impressive wins in the manufacturing sector and supply chain operations make this consultancy one to watch in the customer management service line. was lifted up by a second-place score (3.Cognizant. Ament is just as enthusiastic.com .9.destinationcrm. but where it really impressed analysts was its company direction (4. Hitachi has a rather impressive customer base and strategic alliances with industry powerhouses like Microsoft. Lawson.7 score in its ability to execute.

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