SMB CRM Integra.on 2012 IT Pain Points and Investments 2013

Transcription

1 SMB CRM Integra.on 2012 IT Pain Points and Investments 2013 Industry Report Leader in CRM Data Integra0on

2 Table of Contents About This Report - Le?er from Scribe s CEO Lou Guercia 3 Key Findings. 4 Sec.on One: Common IT Pain Points and 2013 IT Investments. 6 Sec.on Two: CRM in SMB. 12 Sec.on Three: Data Sharing and Repor.ng About This Report 24 About Scribe SoRware. 28 Appendix: Ease of Prospect Data Sharing 31 Ease of Customer Data Sharing 33 2

3 Dear CRM colleagues and peers, About This Report I am excited to share the findings of our latest industry survey SMB CRM IntegraDon, IT Pain Points and Investments in As we move into the next year, the SMB sector certainly is not slowing. We re seeing small and medium businesses inves.ng, making things happen, and reaping the benefits of an accelerated business pace. We at Scribe are here to support SMB investments in their key business applica.ons and customer data. In 2013, Scribe will con.nue to make integra.on easy, simple, and affordable for SMBs to get closer to their data so SMBs can make smarter decisions and empower their employees to provide superior service to their customers. I look forward to con.nuing the dialogue with our SMB customers and partners over the next year and welcome your feedback. To all of our customers and partners world- wide, my heart felt thanks for your business and support. To a great 2013! Lou Guercia 3 CEO of Scribe SoJware

4 Key Findings S CRM has become a cri.cal business system for SMBs - SMBs are increasingly savvy in their use of Marke.ng, Analy.cs, and Forecas.ng as their Enterprise counterparts: S S S S SMBs use their CRM for the management of prospect and customer contact informa.on (94%), lead nurturing (65%), marke.ng (59%), and sales forecas.ng (59%) SMBs look to their CRM to store all prospect and customer informa.on in one place (85%), provide capabili.es to easily share data between departments (77%), report on the health of their sales pipeline (64%), and to run marke.ng reports (53%). The larger the instance of CRM, the larger their need for seamless data sharing. SMBs with 20+ seats put more value on CRM s ability to provide seamless sharing of data between departments compared those <20 seats. Most small businesses (79%) report they intend to s.ck to their current CRM system of choice, while indicate they may switch CRM providers in the next 3-6 months. 4

5 Key Findings (cont.) S The biggest IT challenge faced by SMBs today lies in data quality and data integra.on: S 36% of respondents share the biggest IT challenge they face centers around data quality and data integra.on. S The methods SMBs use to achieve data integra.on leave a lot to be desired. Only 18% report marke.ng data is fully integrated with their CRM. S The lack of automated marke.ng data integra.on poses repor.ng challenges for SMBs 52% find marke.ng repor.ng and 44% indicate sales repor.ng to be somewhat or very challenging. S SMBs are seriously challenged in their ability to share cri.cal financial data on prospects and customers with the rest of the business: S S 6 of SMBs report challenges in achieving seamless prospect data sharing between finance and sales, and finance and marke.ng; Seamless customer data sharing is s.ll a challenge between finance and sales at 57%, and 59% between both finance and marke.ng, and finance and customer service. S Marke.ng data automa.on in CRM is low: S 85% with fewer than 20 CRM seats and 8 of those with more than 20 CRM seats either do not integrate or integrate manually. 5

6 Sec0on One: SMB IT Pain Points and Planned Areas of Investment in

7 Biggest IT Pain Points for SMBs Small businesses (SMBs) rank Analy.cs and Repor.ng as their top IT system pain point (66%), followed by CRM in second place (21%) and (13%). 8 7 Biggest IT System Pain Points for SMBs 66% % 13% Analy cs/ CRM Repor ng 7

8 Biggest IT Challenges The biggest IT challenge faced by SMBs today lies around data quality and data integra.on, as indicated by 36% of the survey respondents. Lack of resources is quoted as distant second challenge by 22% and systems performance as third by 13%. 4 35% 3 36% Biggest IT Challenges for SMBs 25% 22% 15% 13% 8% 8% 5% 3% 3% Data Quality and Integra on Lack of Resources Performance, Speed and Reliability User Adop on Monitoring, Repor ng, and Management Maintenance, Upgrades and Backups Moving to Cloud n=210

9 CRM, and Analy.cs Sa.sfac.on SMBs are generally sa.sfied with their CRM and plaiorms, although 39%+ indicate there is more to be desired from CRM. Analy.cs and Repor.ng tools con.nue to earn low marks with 71% indica.ng they are either somewhat or not sa.sfied with their BI capabili.es 8 Sa7sfac7on Levels with CRM, and Analy7cs % 36% 59% 39% 29% 62% Very Sa sfied Somewhat Sa sfied Not Sa sfied CRM 3% 2% 9% Analy cs/ Repor ng

10 2013 SMB IT System Investments 2013 will be all about accelera.ng the pace of small business marke.ng SMBs will invest in virtual events and conference plaiorms (23%), followed by (16%), and sales compensa.on plaiorms (11%) 25% 23% 2013 SMB IT System Investments 15% 16% 11% 5% 2% 2% 1% 1% Virtual Events and Conference Pla orm Pla orm Sales Compensa on Pla orm BI CRM or CRM Upgrade Document Management ERP or ERP Upgrade

11 How CRM Pros Stay Up To Date Technology media is the primary source for news and trends for SMB CRM and IT pros. Top cited publica.ons include Informa.onWeek, TechNet, CRM Magazine, CIO.com, ComputerWeek, ZDNet and eweek. Vendor resources websites, blogs, and webinars, come in second, followed by online research, and industry newsle?ers and blogs 19% Top News and Trend Resources for SMBs 15% 16% 11% 8% 5% 6% 6% 4% Industry Resources: Technology Media Vendor Resources: Websites, Blogs, Webinar Online Research: Search Engines Industry Resources: e-newsle ers Industry Resources: Blogs Social Media: Twi er, LinkedIn Live Events/ Conferences Peers/ Networking Online Forums/ Webinars

12 Sec0on Two: State of CRM and SMB 12

13 SMB CRM Loyalty The majority of SMBs (79%) plan to s.ck to their current CRM, while may switch CRM systems in the next 3-6 months. Those SMBs with fewer than 20 CRM seats are less sa.sfied and more likely to switch CRM systems next year Likelihood to Switch CRM Systems (next 3-6 months) CRM System Sa7sfac7on (# of Seats) % 8 79% 19% 8% 12% Not Likely Somewhat Likely 12% 9% 3% Very Likely Under 20 Seats Over 20 Seats Aggregate 8 Under 7 20 Seats Over 6 20 Seats 57% 5 Aggregate 4 38% 3 5% Under 20 Seats 62% 35% 2% Over 20 Seats Very Sa sfied Somewhat Sa sfied Not Sa sfied Ve So Sa No

14 How CRM Systems Are Valued SMBs treat CRM as their system of record for prospect and customer data and repor.ng. They look to their CRM to store all prospect and customer informa.on in one place, easily share data between departments, and report on the health of their marke.ng and sales pipeline 10 Ways SMBs Assess CRM Value 85% Ability to store all prospect of customer informa on in one place % 77% 77% 64% 64% 53% 53% Ability to share data among sales, marke ng, finance and customer Ability to store all prospect of Ability customer to run informa on reports on the in one health place of your sales pipeline Ability to share data among sales, Ability marke ng, to run marke ng finance and reports customer (number of leads, number of qualified leads) Ability to run reports on the health of your sales pipeline 4 Ability to run marke ng reports (number of leads, number of qualified leads)

15 How CRM Systems Are Valued (cont.) SMBs with 20+ seats put more value on CRM s ability to provide seamless sharing of data between departments compared those <20 seats, indica.ng that data sharing and collabora.on needs become more sophis.cated as the number of CRM users increases 10 Ways SMBs Assess CRM Value (by # of CRM Seats) % 82% 64% 52% 82% 67% 66% 56% Ability to store all prospect of customer informa on in one place Ability to share data among sales, marke ng, finance and customer Ability to run reports on the health of your sales pipeline 4 Ability to run marke ng reports (number of leads, number of qualified leads) Over 20 Seats Under 20 Seats

16 Top CRM Use Cases The top use of CRM by SMBs is the management of prospect and customer contact informa.on, followed by lead nurturing, marke.ng, and sales forecas.ng the myth that SMBs might need less or are less sophis.cated is simply not true any longer % CRM Use Cases All Respondents 6 65% 59% 59% 4 Managing Contacts Lead Nurturing Marke ng Sales Forecas ng 9% Customer Service 5% 5% Informa on Management Order Management 2% Sales Tracking Management

17 - to- CRM Integra.on - to- CRM integra.on is high with SMBs only 18% have the two systems running in silos. This close integra.on is likely one of the reasons why SMBs report they ll s.ck with their current CRM the more integrated the systems, the lower the likelihood for SMBs to seek CRM alterna.ves % CRM Use Cases All Respondents 6 65% 59% 59% 4 Managing Contacts Lead Nurturing Marke ng Sales Forecas ng 9% Customer Service 5% 5% Informa on Management Order Management 2% Sales Tracking Management

18 Marke.ng Data Automa.on in CRM Marke.ng data automa.on in CRM is low - only 15% of SMBs with fewer than 20 CRM seats and only of those with more than 20 seats claim automated integra.on. The remainder (85% with fewer than 20 CRM seats; 8 of those with more than 20 seats) either do not integrate or integrate manually. 35% 35% Marke7ng Data Automa7on with CRM 32% Aggregate 3 25% 25% 25% 25% 23% 3 28% 15% 15% 24% 18% No 5% Yes, Process is Manual Yes, Process is Par ally Manual Under 20 Seats Over 20 Seats Yes, Process is Automated

19 Sec0on Three: Data Sharing and ReporDng 19

20 Ease of CRM Repor.ng The lack of automated marke.ng data integra.on poses repor.ng challenges for SMBs 52% find marke.ng repor.ng either very or somewhat challenging; 44% indicate sales repor.ng is also somewhat or very challenging % Ease of CRM Repor7ng 38% 48% 42% Seamless Somewhat Very Sales Reports 6% Marke ng Reports

21 Ease of Prospect Data Sharing Financial prospect data integra.on with CRM poses challenges for SMB while 59% of businesses report seamless prospect data sharing between marke.ng and sales, only 4 are able to achieve the same level of seamless data sharing between finance and sales, and finance and marke.ng. Ease of Prospect Data Sharing Among Divisions 6 59% % 38% 52% 39% 49% Seamless Somewhat Very 7% 12% Marke ng and Sales Finance and Sales Finance and Marke ng

22 Prospect Data Sharing: Finance & Sales Financial prospect data sharing is reported as a key challenge, with businesses with 20+ seats finding it more difficult to achieve such integra.on; 65% of those with 20+ seats report it is either somewhat or very challenging to integrate prospect data between finance and sales compared to 56% with >20 seats Ease of Prospect Data b/n Finance & Sales 43% 46% 35% 55% Seamless Somewhat Very Under 20 Seats Over 20 Seats

23 Ease of Customer Data Sharing Similar to prospect data sharing, financial customer data sharing poses significant challenges for SMB while 64% report seamless data sharing between marke.ng and sales, only 43% achieve the same levels of seamless data sharing between finance and sales, and finance and marke.ng 8 Ease of Customer Data Sharing Between Divisions 7 64% % 43% 51% 41% 52% 54% 38% 42% 49% Seamless Somewhat Very 3% 6% 7% 8% 9% Marke ng and Sales Finance and Sales Finance and Marke ng Customer Service and Marke ng Customer Service and Finance

24 About This Report 24

25 About This Report Total respondents: 306 Timing: November/ December 2012 # of CRM Seats Purchased Type of CRM System Used 32% 68% Over 20 CRM Seats Under 20 CRM Seats 66% 34% Cloud CRM On-Premise Ownership of CRM System Management 8% IT 8% Sales Opera ons 64% Marke ng Other CRM Systems in Use: MicrosoR Dynamics CRM & CRM Online Salesforce.com SugarCRM SalesLogix, Zoho, NetSuite

26 CRM System Ownership Ownership for CRM falls primarily within IT, with sales, opera.ons and marke.ng slowing gaining a share at the CRM table Ownership of CRM System: 20+ seats Ownership of CRM System: <20 seats 6% 8% 9% 64% 8% IT Sales Opera ons Marke ng Other 56% 8% 7% 15% 14% IT Sales Opera ons Marke ng Other

27 Systems Integra.on Responsibili.es The IT department within SMBs s.ll owns systems integra.on, followed by third- party consultants SMB Systems Integra7on Responsibili7es % 71% 77% IT Third-Party IT Consultants 5 Marke ng 4 Other 3 17% Aggregate 4% 5% 18% 5% 6% Under 20 Seats 14% 3% 6% Over 20 Seats

28 About Scribe SoIware 28

29 About Scribe SoRware Scribe SoRware is the leader in CRM data integra.on solu.ons, helping businesses maximize their investments in CRM, ERP, industry applica.ons, and other data assets. With over 12,000 customers and 1,000 partners worldwide, Scribe is a proven provider of cost- effec.ve, reliable data solu.ons that give a compe..ve advantage to businesses large and small. With a range of offerings covering cloud, hybrid, and premise integra.on needs, Scribe has solu.ons that span a wide array of industries including Financial Services, Life Sciences, Manufacturing, and Media & Entertainment. S S S S Visit us online at ScribeSoR.com Follow us on Twi?er and LinkedIn Visit our blog Try Scribe for free

30 Appendix: Prospect and Customer Data Sharing 30

31 Prospect Data Sharing: Marke.ng & Sales Prospect data sharing between marke.ng and sales is happening seamlessly for the majority of SMBs (56%+), although those with 20+ seats find it more challenging than businesses with >20 seats Ease of Prospect Data Sharing b/n Marke7ng & Sales 65% 56% 36% 31% Seamless Somewhat Very Under 20 Seats 4% Over 20 Seats 8%

32 Prospect Data Sharing: Finance & Marke.ng Financial prospect data sharing between marke.ng and finance is also reported as a top challenge; 65% of those with 20+ seats report it is either somewhat or very challenging to integrate prospect data between finance and marke.ng compared to 44% with >20 seats Ease of Prospect Data Sharing b/n Finance & Marke7ng 52% Seamless 46% 42% Somewhat 35% Very 12% 13% Under 20 Seats Over 20 Seats

33 Customer Data Sharing: Sales & Marke.ng Over 5 of all SMBs find it either challenging or somewhat challenging to share customer data between marke.ng and sales. SMBs with 20+ seats find it more difficult than their >20 CRM seats counterparts Ease of Customer Data Sharing Between Sales and Marke7ng 49% 45% 43% 51% 6% 6% Very Somewhat Seamless Under 20 Seats Over 20 Seats

34 Customer Data Sharing: Finance & Sales 32%- 37% of SMBs are s.ll hampered by their ability to seamlessly share key customer data between finance and sales Ease of Customer Data Sharing between Finance and Sales 68% 3 Under 20 Seats 63% 33% 2% 4% Over 20 Seats Seamless Somewhat Very

35 Customer Data Sharing: Finance & Marke.ng Only 39% of businesses with 20+ CRM seats report seamless integra.on between finance and marke.ng Ease of Customer Data Sharing between Finance and Marke7ng % 47% 39% 54% Seamless Somewhat Very 7% 7% Under 20 Seats Over 20 Seats

36 Customer Data Sharing: Customer Service & Marke.ng When it comes to servicing the customer, businesses report higher level of customer data sharing between marke.ng and customer services than with finance. Again, those with 20+ seats share it is harder for them to achieve seamless integra.on than those with >20 seats. Ease of Customer Data Sharing between Customer Service and Marke7ng % 52% 41% Seamless Somewhat Very Under 20 Seats 9% Over 20 Seats 7%

37 Customer Data Sharing: Customer Service & Finance The majority of businesses find it either somewhat or very challenging to seamlessly share customer data between customer service and finance. Ease of Customer Data Sharing between Customer Service and Finance % 45% 41% 51% Seamless Somewhat Very 11% 8% Under 20 Seats Over 20 Seats

38 Thank You! Happy New Year 38