A Neutral Comparative Analysis

Transcription

1 A Neutral Comparative Analysis Created By: Datix CRM Consulting COPYRIGHT DATIX Olive Blvd. St. Louis, MO

2 Determining the best CRM for your business When considering CRM options for your organization it s inevitable that you beg the question, What is the best CRM for my business? As both a Salesforce and Microsoft Dynamics certified partner, Datix, has rare, unique insight in to two of most notable CRM systems on the market today. With all things considered, we will be conducting a four part series in which we will pit these two powerful CRM s against one another to determine which CRM is a better fit for your business. In evaluating and examining the two systems, we will be looking at 4 core matchups between Salesforce and Microsoft Dynamics CRM. We will look at reporting capabilities, mobility, common desired integrations, and a comprehensive overview that takes in to account things like price and availability. We will also be providing insight as to what things are best to consider navigating during this selection process. Both of these system s provide valuable features for organizations seeking to further empower their sales, marketing, and customer service departments. However, when asked to choose between the two, we almost always respond by saying, the right tool for the right job. This is fundamental to the evaluation process. Each business that is considering these systems must determine for themselves which is truly the right tool for their business. This comprehensive piece can assist in that process. Comparing Salesforce and MS Dynamics In our series we will be comparing these tools in 3 separate categories, followed by a comprehensive overview: 1. Reporting 2. Mobility 3. Microsoft Products Integration 4. Comprehensive Overview

3 After comparing and contrasting both CRM s in these 3 categories, we will conduct a final breakdown of other important buying criteria to consider, such as organizational interest in cloud solutions, license costs, ideal environments, and more. Prior to digging into all the details, it is important to mention these two applications are ever-evolving in a best CRM arms race that is occurring between both Microsoft and Salesforce. As you might expect, neither Salesforce nor Dynamics offers an overall best CRM solution. However, depending on your business and preferences, there is a good chance one is a fit for your business cases than the other. The goal of this guild is to exploit key functionality warranted by the majority of business users and to determine how those uses of the system stack up in modern enterprise management. Part I: Reporting The user interface for reporting functions for both Microsoft Dynamics and Salesforce are very friendly to the end user. MS Dynamics CRM offers the familiar Microsoft software product look and feel that many may already be comfortable with. Dynamics also features some beautiful drill down functionality that is easy to use for beginners, and provides very aesthetically pleasing reports. An instance may include how users can depict graphical displays to filter through data in grids. Salesforce Sales Cloud provides users with an award-winning streamlined user experience that has become a new standard in how software products are designed today. As we move forward, we ll find simplicity in user reporting capabilities extends beyond user friendliness and is the foundation for the CRM s overall consummation. Separating Dynamics and Salesforce reporting functions at a usability level actually proves very difficult. Both offer great performance in this area. Interface simply comes down to personal preference. If this is a deciding factor for your organization, it is highly recommended key decision-makers inside the organization demo both CRM reporting functions for usability.

4 The biggest reporting difference Where Salesforce and Dynamics CRM really separate in this category is in their flexibility and ability to design custom reports. It is, however, currently much easier for a technical user to design, build and modify custom reports in Salesforce than it is for the equivalent user to perform the same tasks in MS Dynamics. Salesforce simply provides access to more powerful and flexible reporting for large, data-driven businesses. Salesforce offers a very user-friendly way for the technical user to build and create specialized reports without requiring them to modify code or have an expert level understanding of the software. MS Dynamics on the other hand is much more rigid in its ability to allow technical users to generate these same types of reports. In fact, it s not necessarily an option. A common instance of this is in the form of grouping and summing. If you choose to view a report that demonstrates total sales per quarter, but underneath that you d like to show all the deals each rep has in place, Salesforce can provide users a means of grouping and viewing a list of this data. This type of usability is not currently available in Dynamics; which can only provide this data in the form of dashboards (not in a list or group). If this kind of data or report would be vital to your business operations, Dynamics would be difficult to work with. Bottom line: Reporting If you re a large organization with a sophisticated sales department that is heavily reliant on data, there s a good chance that Salesforce would offer more effective reporting options for your business. However, if your business does not have a rigid sales process and is not dramatically reliant on data, it s very possible that the differences in reporting functionality wouldn t be an overly important factor in your organization s decision. The same goes for new businesses and those who may be implementing a CRM for the first time. In this case, both CRM could potentially be an equally good fit and your decision may ultimately come down to other factors.

5 Reporting In a nutshell Determining the best CRM for your business cannot be decided when reviewing only one component of a system. However, Salesforce and MS Dynamics diverge at reporting functionality. It will left to project leaders to determine which CRM yields the most relevant fit based on the organization s profile and how impactful reporting among other factors will be in the overall decision. As we continue forward in our Best CRM: Salesforce vs. MS Dynamics CRM piece, we will help layout the other important features and distinguishing characteristics you should consider. Part II: Mobility When it comes to CRM mobility, there is a clear leader between the two systems as it relates to functionality and interface. As we mentioned in Part I, these two systems are not an apples to apples comparison. Deciphering which is the best for your organization is really about using the right tool for the right job. And in this case, Salesforce is the clear CRM mobility leader not only against MS Dynamics CRM but the entire CRM industry. Best in its class You d be hard pressed to find the kind of functionality, reporting, interface and ease-of-use on a mobile device in any other system outside of Salesforce. Salesforce has made this their competitive advantage. As an end user on the customer relations, sales, or management side of business, Salesforce offers a complete experience. It s really the only CRM to offer the full client/desktop experience on your phone; including dashboards and reporting. If you re a sales user for example, you can bus between clients all day long creating contacts, managing activities, drawing reports and review dashboards all while using voice data entry along the way if you like.

6 It provides the desktop experience for the remote or traveling employee in a way that is easy to navigate and use. Not only that, but Salesforce enhances its CRM mobility experience by augmenting it with the power of their app store. The app store is a robust network of applications and integrations that can be added to a company s CRM setup to sync with other systems or provide added features (like Datix Connect for Salesforce). What Dynamics CRM brings to the table MS Dynamics CRM does offer a very robust and complete offering on a tablet device; however on cellular phone the CRM mobility experience is reduced to very basic functions. Users can simply input contacts, create new accounts and access basic functions. It provides the kind of functionality that really only becomes emergency use only. It is worth bringing up that this is an area that Microsoft has invested in very heavily. It is strongly expected that the latest versions of Dynamics CRM will feature a completely revamped mobile experience aimed at taking Salesforce off their pedestal. Is it important? While Salesforce is the clear winner in the CRM mobility category, that doesn t really matter very much if your organization won t utilize the mobile functions of CRM very often. You may find your organization only requires straightforward functions from something like Dynamics CRM on a mobile device. If that s the case, you should really look at the reporting, pricing, and Outlook/SharePoint integration aspects of the products as well to determine which might be the better fit for your organization.

7 If your organizational culture has a strong propensity for mobility traveling sales force, remote work and a flexible, fast-paced environment there s a good chance you would benefit from the advantages of strong CRM mobility. If that s the case, Salesforce is hands down, best in class. Until Dynamics CRM can prove to the world they can rival the complete functions and user-friendly experience that Salesforce offers, Salesforce will remain in a category by itself. Part III: Microsoft Integration As we ve mentioned throughout this series, these two systems are not an apples to apples comparison. Deciphering which is the best for your organization is really about using the right tool for the right job. And in this case, it s intuitive to assume that Microsoft heavily invested in CRM would integrate with other Microsoft products better than a competitor. However, when deciphering the best CRM for your organization there are always many factors to consider. With that said, Dynamics CRM is clearly going to offer more in this category than Salesforce. Salesforce stays afloat You d be hard pressed to find many that would expect Salesforce to provide a better Microsoft integration experience inside of their CRM than Microsoft would in theirs. However, despite the CRM s many constructional differences, Salesforce does an adequate job of integrating with Microsoft Outlook. If your business currently utilizes Outlook or the Office suite, there is no reason to fret or worry about how they might integrate with Salesforce. The user experience is not cumbersome and is fairly intuitive. In fact, many find the process of using the systems in tandem delivers on expectation. Most users are generally pleased with how Microsoft and Salesforce integrate. If your organization is considering Salesforce for its superior mobility, or more flexible reporting, it might not be in your best interest to pump the brakes on Salesforce simply because it does not have the integration qualities with the MS programs that Dynamics CRM has. However, it is worth mentioning, if your organization is heavily involved in the utilization of other Microsoft products, like SharePoint, product integration may need to become a stronger part of your consideration due to the additional features offered by Dynamics CRM.

8 Dynamics CRM takes the cake When it comes down to Microsoft integration, Microsoft Dynamics CRM is the clear winner. Anyone who has used the modern Microsoft suite is familiar with the tiled navigation and display at the top of the software. Dynamics CRM becomes just another added tile once added to the organization; making flipping between programs seamless. Additionally, almost every program has features from the Microsoft software embedded into each application. So when users operate inside of Dynamics CRM, merging calendars, dates, times, contact info, etc. is all occurring as if it was inside of a single program ( because it kind of is). The instance is truly what makes the Dynamics CRM integration with the rest of the Microsoft products so great. Microsoft created synergy across each of their programs and put Dynamics CRM right in the middle. It truly does feel as though you re really using a single Microsoft suite instead of three when navigating between CRM, SharePoint, and Outlook. If your organization is heavily invested in current Microsoft products, or is considering office-wide solutions for many parts of your infrastructure, the integration offered by Microsoft should be given heavy consideration. However if your business isn t as concerned with how easily this things fold together, and has a greater enthusiasm for powerful reporting and mobility, there s a good chance that this item could fall lower on your list of organizational considerations. What should you do? Pick the right tool for the right job. Consider the items from the past two categories. Which of these elements are most important? Try ranking them. Microsoft integration certainly is more important to some than others.

9 Reporting Summary We ve uncovered the reporting capabilities of both Salesforce and Dynamics CRM systems. It is clear Salesforce provides the most flexible and powerful reporting systems; whereas Dynamics offers beautiful dashboards and nice drill down functions, but is simply more rigid than Salesforce. A semi-technical user will find that they can do far better reporting with a program like Salesforce. That, of course, comes with a caveat. If your Sales organization is not overly sophisticated, nor heavily relies on data-driven metrics, this all may be a moot point; as Dynamics and Salesforce may both be able to offer you exactly what your organization needs. Furthermore, evolutionary tools, like Microsoft s Power BI application, can be integrated with CRM to offer end-to-end performance best suited for your organization. Mobility Summary Salesforce was the clear winner in this category, as well. Even with Microsoft announcing the reform of its Dynamics CRM mobile experience this year, Salesforce is the early adopter. The UI/UX and overall functionality of Salesforce from a mobile phone is as good (or better) than its desktop application. The same cannot be said of Dynamics at this time; however Microsoft is quickly closing the gap. If your sales team is often out of the office, or on the road, mobility is something your organization should consider. Look at your sales people and evaluate how they work. Would mobile functionality be a fit for your organization? How would this type of direction fit your company culture?

10 Microsoft Product Integration Microsoft gets better every year at allowing their software to all blend together. Dynamics CRM is no exception. Microsoft has created a powerful blend of suites that permit the CRM to easily integrate with common business software like SharePoint, Outlook, Excel, Yammer and more. Although Salesforce is not overly cumbersome integrating with these products, Dynamics provides a slick integration that enhances the quality of all the products. If your business is heavily invested in Microsoft products and uses them well you may want to consider how all these products can work together with CRM. It may just be the helpful blend that can greatly benefit your organization. However, you will have to weigh the benefits against mobility and reporting to make a final decision. This is not the right solution for every company, but for some this can be game-changing. Cloud considerations Ever heard of the cloud? Yes? We thought so. Salesforce has doubled down from the very beginning on being a cloud-based software offering. Salesforce renders their entire system portable, easy to access and agile enough for multiple upgrades and compatibilities. The catch? Salesforce is only available in a cloud format. For some organizations this is still philosophically challenging. If your organization is reluctant about moving your entire CRM architecture to a cloud platform it may be worth noting Dynamics CRM is available in a cloud and native application. While the cloud and its recent security concerns can be a drawback for some organizations, trends in the marketplace suggest that this is the direction developers and businesses are ultimately headed. However, many organizations are not ready for that transition. In this instance those investors should strongly consider a native application of something like Dynamics CRM.

11 Affordability While in our comparison it is apparent that Salesforce is more dominant than Dynamics CRM in the majority of the categories, it is also more expensive from a licensing perspective. Without going into exact licensing costs, Salesforce generally costs 30-40% more than Dynamics CRM. In addition to this higher price, Salesforce charges for API calls as well. This is an important consideration if you re looking at Salesforce. If you plan to make a large volume of calls to your database, this would certainly be something that could add to your bottom line cost with Salesforce. Microsoft Dynamics does not charge for these database calls. We might also mention, Salesforce provides an entire app store with their product. Users can download and purchase custom apps that provide a limitless potential to integration and compatibility. As we stated before, comparing these costs is far from apples to apples. It is worth noting that in most cases Dynamics CRM will cost less from license standpoint than Salesforce. However, this should not become the only determining factor in your decision; as it rarely leads to a successful implementation. What should you do? If software selection ranks anywhere on your agenda, know the implementation process of whichever CRM you choose will be the paramount to its success. If you evaluate your selection by considering all the elements we ve discussed in this series, you re likely to be on the right track. If your business is a large, data-driven organization with a sophisticated sales team that could use powerful mobile functionality, Salesforce may be a very good investment. Your organization may greatly benefit from the added features of Salesforce and would likely achieve a higher ROI with it. However, a small to medium sized business may not need the same mobile functions. Alternatively, Dynamics CRM may offer some flexibility benefiting those organization while saving some license money.

12 Conclusion It cannot be overstated enough (and will be mentioned continuously throughout this series) that these two systems are not an apples to apples comparison. Deciphering which is the best for your organization is really about using the right tool for the right job. Both CRM systems have their clear advantages and drawbacks, whilst offering some very different services. In conclusion, each of these categories and features should be evaluated against your business practices. Once the software has been chosen, we strongly suggest finding a partner to assist with the implementation. Fifty percent of CRM projects fail, but is easily avoidable and organizations can deter from falling into recurring traps over and over again. A partner is imperative in mitigating this risk. Datix is a certified partner of both Salesforce and Microsoft Dynamics CRM. We ve helped dozens of clients over the past two years implement, customize, integrate, and adopt these powerful systems inside of their business. We emphasize business process modeling, training, and change management as core parts of our consulting practice. If your business is considering one of these two systems, we highly recommend speaking to one of our CRM experts. All of our experts have experience with both systems, and can help your organization navigate this import decision ext. 1003