The State of Customer Data Integration 2012

Transcription

1 Top Areas of Customer-Facing Systems Investment and Integration SFA BI Cloud based systems CRM SaaS Social CRM ERP Mobi MA Collabo tools The State of Customer Data Integration

2 Table of Contents Letter From Lou Guercia 3 Foreword 4 Executive Summary 5 Major Findings 6 The State of Customer-Facing Systems Integration 8 CRM Data Integration Investment and ROI 12 Business Priorities 15 Customer Data Integration Trends 18 Survey Participant Demographics 20 About Scribe Software, Resources from Scribe 23 2

3 The What, Why and How of CRM Integration Letter from Lou Guercia Dear Fellow Business and IT Leaders, I am excited to bring to you to the first annual The State of Customer Data Integration In 2012 report. Scribe reached out to business leaders, partners and end users from around the globe to get their take on what it takes to build a connected enterprise, one that is fully equipped to service their customers in This report reflects their insights, priorities, and needs. There is no doubt that customer relationship management is evolving. Today, customers expect businesses not only to service them through multiple mobile and social channels but also to provide them with a more personal connection. There is a proliferation of devices and an explosion of data coming from multiple sources, increasingly in real time. And although CRM systems have claimed their rightful place as the main customer data hub, these customer systems need help from other critical business systems to get the job done well and successfully. In a world where customers have instant access to a wealth of information about products and services as well as high expectations for their interactions with companies, we must find smarter ways to connect and manage customer data. It is no longer acceptable to provide a partial picture to customer facing employees. Data integration has transformed from a luxury to a necessity. How well your company integrates its data will be the difference between sales success and failure, customer retention and loss. Properly executed, integration is a critical component of any successful customer-centric business an essential asset. For the last 15 years, Scribe has worked to empower partners, systems integrators and businesses to connect the enterprise with its customer data. As business becomes more complex, the role of the partner to help the enterprise succeed is more pronounced today than ever. Not only are enterprises connecting systems and data, the ecosystem around CRM and customer systems is becoming more integrated. We at Scribe cannot be more excited to be part of such a vibrant and growing community of vendors, partners, and customers. Thank you to those of you who shared your insights for this report. I look forward to your reactions, comments, and suggestions. Lou Guercia CEO, Scribe Software 3

4 Foreword Scribe connected with close to 300 technical professionals and business leaders as well as third-party systems integrators, VARs and partners from a cross-section of industries, company sizes and sophistication of customer-facing systems integration. We heard from a variety of roles in these organizations: C-level executives sponsoring the project; the business analysts and IT engineers who manage and support the data integration function within their organizations; and systems integrators and consultants who design and implement data integration for their enterprise clients. Survey Respondent Role 43% Third-Party Systems Integrators & Consultants Business Respondents n=278 57% Deployment of Customer-Facing Systems CRM is the centerpiece of customer-facing enterprise systems, followed by Business Intelligence (BI) and Sales Force Automation (SFA) applications. Surprisingly, investment in Social CRM precedes Marketing Automation and Customer Services applications. The reported under-deployment of Marketing Automation and Customer Service systems is likely due to these functions increasingly being included as part of the CRM systems % 56% 46% 3 27% Customer Service Marke ng Automa on Social CRM Sales Force Automa on Business Intelligence CRM n=159 Migration to the Cloud Our respondents indicate they are increasingly using hybrid system environments, with 51% of businesses reporting using a combination of on-premise and cloud-based systems. Thirdparty systems integrators and consultants have also embraced the cloud, reporting that between 65-69% of their integration projects involve hybrid solutions. Eleven percent (11%) of the business respondents report operating within cloud-only environments. 4

5 The What, Why and How of CRM Integration Executive Summary Key Learnings Results from Scribe s The State of Customer Data Integration in 2012 survey, based on over 300 responses from businesses and channel partners, show that when customer data integration is done right, it can help companies solve operational challenges with sales, marketing and customer service. Despite all the talk about integration, businesses still have a long way to go to implement Customer Relationship Management (CRM) integration in a meaningful way. There is no doubt companies are facing confusing choices about what customer systems to use, what these systems can and cannot do, and where and how to integrate them together. Although CRM systems are quoted as the de facto customer data hubs, getting increasingly more integrated with other applications, CRM systems, for the most part, are still standing alone. This is particularly true for cloud-only businesses. While almost all businesses aspire to sell more and service better, increased investment in other customer systems does not translate to increased organizational efficiency. Many businesses lack a solid framework for planning and implementing other systems integrations that would be most beneficial to their business and have the greatest operational impact. As a result, many CRM systems remain an island in the business. Integration should be considered a key part of any CRM or customer facing system initiative to get maximum operational benefit and return on investment. As they begin to realize tangible benefits, companies point to customer data integration as a key way to make the most out of their planned systems investments. Top benefits include better visibility into sales pipelines and better information about their customers. More importantly, companies that integrate their customer data see increased adoption and satisfaction with their CRM systems. Investments in customer data integration, therefore, lead to wide-ranging enterprise gains that include better return on CRM system investments. The importance of collaborating with third-party vendors and consultants cannot be understated systems integrators have the breadth and depth of integration experience that can benefit many internal IT departments, who do not have the time nor resources to build themselves. The survey data reveals that businesses using third-party vendors and consultants see more benefits, less risk, and greater cost savings than those that tackle integration projects without an outside partner. One thought in closing - even small steps in integration, targeted at the right spots, can bring immense value to the enterprise. And businesses don t have to go the road alone they are well advised to use the help of a partner. In this case, it s money well spent. 5

6 Major Findings Here are the major findings from the State of Customer Data Integration survey conducted by Scribe Software in February 2012: The State of Customer-Facing Systems Integration Overall integration: Only 1 of the businesses surveyed for this report indicate full integration among their various customer-facing systems. 5 report partial integration, with 3 beginning their customer data integration journey. Third-party system integrators give their business customers higher integration marks: 26% report their customers are achieving full integration, with 62% reporting partial integration. Cloud less integrated than on-premise: 33% of businesses operating within cloud-only environments report their systems are not integrated compared to 9% for those who operate fully on-premise. CRM integration: 21% of businesses report CRM being fully integrated with Sales Force Automation (SFA) systems, and 18% Marketing Automation (MA). Third-party system integrators report higher between-system integration for their clients, reporting full integration between SFA systems for 36% of business, MA systems for 29%. Where CRM integration matters: Businesses rate full integration between Customer Service Support (CSS) applications as top priority (68%), followed by Business Intelligence (BI) systems (66%), SFA applications (6), and MA applications (6). Siloed systems: Businesses report that only 11% of their CRM systems are fully integrated with BI applications. Integration between Mobile is in place for only 8%, followed by CRM and Social for 6%. CRM Data Integration Investment & ROI Why CRM data integration is important: Integrated CRM data equals better accuracy and consistency of customer information for 63% and 61% of business and third party respondents, respectively, followed by reduced time for accessing multiple systems for 44% of them, and achieving a holistic view of the customers for 41%. The ROI of CRM data integration: 7 of businesses lack a formal process for evaluating CRM data integration investments, compared to 51% of businesses serviced by third-party consultants who have instituted ways to measure return. Businesses with formal evaluation processes in place report increased ability to view all customer information (31%), followed by CRM system satisfaction at 28% and CRM system adoption at 18%. Planned investment in customer-facing systems: 4 of businesses report increased investment in customer-facing systems, while 84% of systems integrators expect their clients to spend more in that area. 6

7 The What, Why and How of CRM Integration Major Findings (cont.) Business Priorities Satisfaction with integration: Only 4% of businesses say they are very satisfied, while 32% report they are not satisfied with their integration levels. Without formal ways of planning around system integration and assessing its value, businesses are left wanting more from their systems. Customer service issues on the rise: 32% of businesses expect customer service issues to increase in 2012, compared to 56% of systems integrators. It is important to note that 4 of business respondents did not feel equipped to answer this question. Given that 57% represent IT professionals, these respondents likely don t have the visibility that third-party systems integrators have into areas of customer service friction. Lines of business effectiveness: The majority of business respondents rate the effectiveness of their business colleagues as high. Sales teams earned the highest marks - rated as highly effective or effective by 74% of respondents, followed by Customer Service teams at 68%, and Marketing teams at 63%. Business Analytics teams ranks fourth at 54%. Business priorities in 2012: Increased sales is the top business priority for the enterprise in 2012, as reported by 68% of businesses. Next come increased customer satisfaction (5), increased revenue per customer (4) and increased leads (39%). Customer Data Integration Trends Integration approaches: 59% of businesses develop their own custom code, while 4 use third-party integration software products. 38% of businesses still use manual data entry to transfer customer data from one system to another pointing to inefficiencies and data quality issues still plaguing the enterprise. Integration go-getters: 86% of businesses rely on their IT organization, while 3 tap into outside systems integrators or consultants. Top selection criteria for data integration software: When selecting third-party data integration software, businesses consider ease of use, costs and specific integration capabilities for the business applications or systems they look to integrate. Integration trends: Businesses want to learn more about integration with SharePoint and other collaboration tools as reported by 64% of the respondents, followed by integration for and marketing analytics solutions, cloud-based services and social networking services. 7

8 The State of Customer-Facing Systems Integration Integration Adoption in the Enterprise Only 1 of businesses report full integration among their various customer-facing systems. 8 still have progress to make, with 3 just beginning their customer system integration journey. Businesses serviced by third-party systems integrators and consultants tend to have better integration of their systems 26% are fully integrated, followed by 62% with partial systems integration. Business Respondents Third-Party Systems Integrators n= % n= Fully Integrated Par ally Integrated 21% Only Components are Integrated 14% Not Integrated % Fully Integrated Par ally Integrated 12% Only Components are Integrated Not Integrated Cloud Systems Less Integrated Than On-Premise 33% of businesses operating within cloud-only environments report their systems not being integrated compared to 9% for those who operate with on-premise only infrastructure. Businesses operating solely in the cloud need to borrow best practices from their on-premise peers to reap the most benefits from their systems investment. Percentage of Non-Integrated Systems: On-Premise vs. Cloud 35 33% % 5 0 On-Premise Cloud n=96 8

9 The What, Why and How of CRM Integration Integration With Customer-Facing Systems Although businesses report some level of integration between their CRM with SFA and MA systems, the majority of customer-facing systems remain siloed. Systems integrators and consultants report higher integration among their customers for example, 36% of systems integrators indicate that their clients CRM systems are fully integrated with SFA systems compared to only 21% of customer survey participants. This same pattern is visible in all integrations, indicating that systems integrators and consultants are key enablers for businesses to achieve tighter integration between their systems. Level of Fully Integrated Customer-Facing Systems 4 36% Business Respondents Third-Party Systems Integrators 3 n=141 n= % 26% 2 24% 21% 22% 23% 2 18% % 11% 11% 1 8% 6% Sales Force Automa on Marke ng Automa on Customer Services Financial /ERP Business Intelligence Mobile Social The Role of the Partner The critical role of third-party systems integrators and consultants becomes even more pronounced when looking at the levels of non-integration between systems. Businesses report between 39-62% of their customer-facing systems as not yet integrated. This percentage drops dramatically for businesses serviced by third-party systems integrators, as indicated in the graph below: Level of Non-Integrated Customer-Facing Systems % 13% Sales Force Automa on 41% 8% Marke ng Automa on 39% 8% Customer Services 4 4% Financial /ERP 43% 9% Business Intelligence 62% 12% Mobile 62% 21% Social Third-Party Systems Integrators n=115 Business Respondents n=141 9

10 Integration with CRM Critical to Marketing Automation Success The majority of business respondents agree that tighter integration between their CRM systems and CSA, BI and MA is critical in This is likely driven by the business potential from the integration; for instance, companies with integrated marketing automation are more likely to report better percentages of leads converting to opportunities (67% vs. 29%) according to a 2011 Lenskold Group report 2011 Lead Generation Marketing ROI Study. The Lenskold Group also reports that companies using full-featured MA integrated with CRM or SFA indicate much higher rates of reporting and forecasting metrics. Compared to businesses with no MA in place, integrated MA users are more likely to report better performance metrics (average 58% vs. 36% per metric), financial metrics (average 46% vs. 22%) and forecast metrics (average 56% vs. 3). Importance of Customer-Facing Systems Integration 8 Not Important 7 68% 66% Very Important % 52% n= % 37% % 2 17% 13% 16% 1 1 Customer Services Business Intelligence Sales Force Automa on Marke ng Automa on Financial/ERP Mobile Social Customer-Facing Systems Least Likely to be Integrated The customer-facing systems that remain least likely to be integrated with CRM are BI, Mobile, and Social. It is interesting to note that despite the increased interest in social media within the last few years, survey respondents do not list integration with social as a top priority likely because most businesses still need to focus on enabling critical business applications first % 62% 16% 16% Mobile Social Not Integrated Fully or Par ally n=141 43% 3 Business Intelligence Despite the lack of interest in BI integration with CRM, we do expect that a number of businesses will invest in analytics in According to Forrester s US Interactive Marketing Forecast, 2011 to 2016, marketers are investing in analytics as part of a larger focus on customer relationship management. The report points to the tangible benefits from such investment. 10

11 The What, Why and How of CRM Integration Mobile Growing in Importance Only 26% of businesses report using a Mobile CRM, however, Mobile CRM is growing in importance. When asked about the importance of Mobile CRM to the overall business strategy of the enterprise, 53% of respondents state that it will be very important or important for their businesses this year: % Enterprises Using Mobile CRM n= % 2 1 Yes No Don't Know 5 47% Importance of Mobile CRM to CRM System Strategy in 2012 n= % 1 6% Top Priority Important Not Important Don't Know The interest in Mobile CRM is already driving increased investments to smart phones. According to previously quoted Forrester report US Interactive Marketing Forecast, 2011 to 2016, firms looking to differentiate themselves in the age of the customer will create customized experiences across their customers preferred touch points, augment existing online media efforts and inspire development of new platforms like smart phone and tablets. 11

12 CRM Integration Investment & ROI Investment in Customer-Facing Systems Higher investment levels reported by systems integrators are likely due to their role in the ecosystem systems integrators recommend and implement new systems for their customers, therefore working with companies who are investing more heavily. Business Respondents Third-Party Systems Integrators Expected Levels of Investment in Customer-Facing Systems in % 33% % Yes No Don't Know n=141 2 Yes 3% No 14% Don't Know n=115 12

13 The What, Why and How of CRM Integration Importance of CRM Data Integration Businesses implement CRM data integration to gain more accuracy and consistency of customer information (rated at 63% and 61% respectively), followed by reduced time for accessing multiple systems and gaining a holistic view of the customers at 44% and 41%, respectively. Systems integrators place higher emphasis on reduced time accessing multiple systems. Business Respondents % % 41% 33% 32% 2 1 Accuracy of Informa on Consistency of Informa on Reduced Time Accessing Mul ple Systems Master Record Management/ Holis c View Timeliness of Informa on Consolidated Repor ng Cost Reduc on Staff Reduc on n=131 Assessing & Scoping CRM Data Integration Projects Despite higher investments in customer-facing systems in 2012, 7 of businesses report lacking a formal process for evaluating their investments, compared to 51% of businesses serviced by third-party consultants. Systems integrators and consultants bring a more formal project process and better articulate the benefits and the operational returns on investment for CRM integration initiatives. This can be attributed to the fact that when companies outsource, they usually require vendors to provide clear ROI to justify the cost and benefits of such services. Business Respondents Third-Party Systems Integrators % Yes 7 No 4 Don't Know % Yes, in Most Cases 38% 37% Yes, in Some Cases No 12% Don't Know n=131 n=106 13

14 Benefits of CRM Integration Businesses that measure the return on their CRM data integration report an increased ability to view all customer information holistically as the leading metric (31%), followed by CRM system satisfaction at 28% and CRM adoption at 18%. Third-party systems integrators report CRM system adoption and ability to view all customer information as the top two metrics % Ability to View all Customer Informa on Business Respondents 28% CRM System Sa sfac on 18% CRM System Adop on 1 Faster Customer Service Issue Resolu on Reduc on in Customer Service Issues n= Third-Party Systems Integrators 2 2 CRM System Adop on Ability to View all Customer Informa on 22% CRM System Sa sfac on 17% Reduc on in Customer Service Issues Faster Customer Service Issue Resolu on n=106 Customer data integration is directly correlated to overall CRM success. According to MIT Sloan Management Review Why CRM Fails and How to Fix It, organizations spent $220 billion implementing CRM solutions between 2000 and The article goes on to state that despite these investments, publicly available data consistently show that 5 to 7 of companies failed to meet the expected return on their CRM investments. Businesses that integrate CRM with other customer-facing systems outperform those businesses who do not; the year-over-year revenue performance gains for best-in-class companies are significantly higher than industry averages 22.7% vs. 13.4%, according to a recent research brief from Aberdeen How Top High Tech Companies Grow Channel Revenue and ROMI,. Scribe expects to see more businesses investing in customer data integration as a way to show return for their CRM investment in

15 The What, Why and How of CRM Integration Business Priorities Satisfaction Integration Only 4% of businesses say they are very satisfied with their integration levels, while 32% report they are not satisfied. Without formal ways of planning around systems integration and assessing its value, businesses are left wanting more from their systems. Systems integrators report higher levels of satisfaction with systems integration for their clients, with lower percentage of clients who are not satisfied (28% for third-party systems integrators vs. 32% for businesses). Business Respondents Third-Party Systems Integrators % 32% 13% % 28% 11% Sa sfied Not Sa sfied Don't Know Sa sfied Not Sa sfied Don't Know n=141 n=115 15

16 Customer Service Issues on the Rise 32% of businesses expect customer service issues to increase in 2012, compared to 56% of systems integrators. It is important to note that 4 of business respondents did not feel equipped to answer this question. Given that 57% of them represent IT professionals, these respondents likely don t have the visibility that outside partners would have working directly with those functional areas. Clearly, servicing customers and increasing customer satisfaction is a major concern for survey respondents. Business Respondents Third-Party Systems Integrators Do You Expect Customer Service Issues to Increase or Decrease in 2012? % 29% % 31% % Increase Decrease Don't Know Increase Decrease Don't Know n=139 n=113 Servicing customers consistently across all touchpoints will become even more important. According to a recent NBRI article, Customer Loyalty: What It Is And Why It s Important, 8 of customers who do not receive quality customer service, do not complain they simply take their business elsewhere. 16

17 The What, Why and How of CRM Integration Lines of Business Effectiveness The majority of business respondents rate the effectiveness of their business colleagues as high. Sales earned the highest marks - rated as highly effective or effective by 74% of respondents, followed by Customer Service teams at 68%, and Marketing teams at 63%. Business Analytics teams ranks fourth at 54%. How Effective are the Following Teams in their Ability to Drive Business Results? 8 74% Don't Know 7 68% 63% Not Very Effec ve 6 54% Very Effec ve 5 n= % 24% 21% % 14% 13% 17% 1 Marke ng Sales Business Analy cs Customer Service Top Business Priorities for 2012 Increased sales is the top business priority for the enterprise in 2012, as reported by 68% of business. Next come increased customer satisfaction (5), increased revenue per customer (4) and increased leads (39%) % Increased Sales 5 Increased Customer Sa sfac on 4 Increased Revenue Per Customer 39% Increased Leads n=139 17

18 Data Integration Trends Integration Approaches 59% of businesses develop their own custom code while 4 use third-party integration software products. 38% of businesses still use manual data entry to transfer customer data from one system to another which points to businesses still being challenged by inefficiencies and data quality issues. According to Yeoman Technology Group report 2012 State of Cloud Computing, published in InformationWeek, one of the major gaps in how organizations are selecting, integrating and monitoring the services is custom code. Nearly half (47%) of 500 IT professionals polled for the report have opted to custom code each application directly into their back end systems, with only 9% leveraging cloud integration providers. The report exposes that not leveraging cloud integration software is an expensive omission likely to cripple your network by not only increasing inbound traffic, but also by burdening IT departments with the support of a proliferation of integration points, causing users wait for days for their updates. Internal IT departments can borrow a best practice from their systems integrator counterparts who report using third-party integration software products 83% of the time. 6 59% How Do you Integrate your Customer-Facing Systems Today? % a 1 Custom Code Wri en Internally Who Implements Integration? 86% of businesses rely on their IT organization, while 3 tap into outside systems integrators or consultants. 1 of IT departments report relying directly on integration software vendors for their needs. 3rd Party So ware Products % Our IT Organiza on Manual Data Entry or Process (Loading via Microso Excel or Other Batch Files) 3 Outside Systems Integrator or Consultant Custom Code Wri en by a Consultant n=129 1 Integra on Vendor Professional Services n=131 18

19 The What, Why and How of CRM Integration Top Selection Criteria for Data Integration Software The top considerations for businesses and systems integrators are ease of use and cost, with ease of use as the front runner for businesses and cost more often listed by systems integrators. Business Respondents Third-Party Systems Integrators % 62% Ease of Use Cost 58% 57% Built for Scalability and the Business Performance Applica on or System(s) We Want to Integrate n= Cost 68% East of Use 64% 56% Built for Scalability and the Business Performance Applica on or System(s) We Want to Integrate n=106 Next Areas of Integration with CRM Businesses are interested in integration with SharePoint and other collaboration tools as reported by 64% of the respondents, followed by integration for and marketing analytics solutions, cloud-based services and social networking services % SharePoint or Other Collabora on Tools Interest in Additional Integration Trends 49% & Marke ng Analy cs Solu ons 34% SaaS or Cloud-Based Services 34% Social Networking Services n=131 19

20 Survey Participant Demographics: Business Respondents Company Revenue 3 33% % 22% 1 12% 12% 1 < $10MM $10MM-$50MM $51MM-$100MM $101MM-$250MM $250MM+ n=129 Represented Industries Services 18% Manufacturing 18% Finance, Insurance, Real Estate 17% Nonprofit 13% Healthcare 8% Internet 7% Retail, Wholesale Government Agriculture, Mining 3% Communica ons, U li es 2% Construc on 1% n=129 20

21 The What, Why and How of CRM Integration Global Regions Organizational Roles Customer-Facing Systems in Use % US 10 57% IT 72% 8% 6% 6% 4% UK Canada 32% Line of Business Deployment of Customer-Facing Systems Europe 8% Senior IT, CTO, CIO Other n=129 n= % 46% 3 27% CRM Business Intelligence Sales Force Automa on Social CRM Marke ng Automa on Customer Service n=159 21

22 Top CRM Systems in Use All of the respondents indicate that they are currently using a CRM system or a combination of CRM systems for their business. Top CRM systems in use include Microsoft Dynamics CRM, Salesforce.com, Microsoft Dynamics CRM Online, Sage Saleslogix, Siebel/Oracle, SAP, Clientele, ACT!, and Goldmine. Top Sales Force Automation (SFA) Systems 56% of respondents report using a specific SFA system for their business. Top SFA systems include Microsoft, Salesforce.com, Sage Saleslogix, Siebel/Oracle, SAP, and Epicor. Top Marketing Automation (MA) Systems 3 of respondents indicate they are currently using a MA system such as Genius, Eloqua, Marketo, Silverpop, Salesfusion, ClickDimensions, Coremotives, and Exact Target. Top Customer Service Support (CSS) Systems 27% of respondents indicate they are using a dedicated CSS system. Top CSS systems include Salesforce.com, Microsoft Dynamics, Oracle, NetSuite, Get Satisfaction, TechExcel, OTRS, and Sage SalesLogix. Top Business Intelligence (BI) Systems 72% of respondents indicate that they are currently using a BI system today. Top BI systems in use include Microsoft, Cognos, Oracle, SAP, SAS, Tableau Software, Crystal, Information Builders, and ZAP. Social CRM Systems in Use 46% of respondents report that they are already using a Social CRM system. Microsoft and Saleforce.com lead the way, followed by Sage and Awareness Social Media Management Hub. 22

23 The What, Why and How of CRM Integration About Scribe Software Scribe Software is the leader in CRM data integration solutions, helping businesses maximize their investments in CRM, ERP, industry applications, and other data assets. With over 12,000 customers and 1,000 partners worldwide, Scribe is a proven provider of costeffective, reliable data solutions that give a competitive advantage to businesses large and small. With a range of offerings covering cloud, hybrid, and premise integration needs, Scribe has solutions that span a wide array of industries including Financial Services, Life Sciences, Manufacturing, and Media & Entertainment. Read our Blog: Follow us on Twitter Visit us on Facebook Join us on LinkedIn Join us on YouTube Free Webinars & Trials For more information on Scribe, sign up for our live weekly webinars or try Scribe free for 15 days. The SPARK Solution Developer Program: The SPARK Solution Developer Program is designed to help solution providers quickly build data integration capabilities between their solutions and CRM, as well as any other application or endpoint on Scribe Online. Using Scribe s latest offering, SaaS independent software vendors (ISVs) who offer integration to more than one CRM vendor can extend their presence in multiple CRM markets. As customers expand the scope of CRM in their businesses, integration can readily incorporate the SaaS ISVs offerings with connections both to to other complementary applications. 23