Kate Leggett's Forecast 2015 Keynote: Fragmentation & Consolidation in Sales

Fragmentation And Consolidation In SalesForrester Research

Kate Leggett, VP and Principal Analyst

June 11, 2015

© 2015 Forrester Research, Inc. Reproduction Prohibited 3

Source: September 12, 2014 “The CIO's Blueprint For Strategy In The Age Of The Customer”, Forrester report

Customers Control The Conversation That They Have With Businesses


Source: June 27, 2014 “What drives a profitable customer experience”, Forrester report

Good Customer Experiences Are Good For Business

Retention Enrichment Advocacy

The likelihood that a customer will keep existing business with the company

The likelihood that a customer will buy additional products and services from the company

The likelihood that a customer will recommend the company to others


March 2014 “How Three B2B Firms Measure Customer Experience”


Two thirds of companies use CRM as a foundation for customer engagement

The CRM software category is a $26B category in 2015

It is projected to grow by 11% in 2015 and 13% in 2016


But, CRM Success Can Be Elusive“What are your organization’s biggest challenges to improving customer management capabilities?”

(Please select all that apply)

67%


PAIN FREE PROACTIVE

PERSONAL PRODUCTIVE

© 2015 Forrester Research, Inc. Reproduction Prohibited 10Source: Channel Management Core To Your Customer Service Strategy: Jan 20, 2015

Understand That Your Customers Expect Effortless Engagement

55% will abandon online purchases if they can’t find a quick answer

For 77%, valuing their time is the most important thing a company can do to provide them with good engagement


Caterpillar Identifies 12 Touchpoints That Drive Loyalty


Profile

Situation

Current/future needs


So what is happening with the CRM technology ecosystem?


Marketing

Customer Service

Sales

CRM Started Simple


Marketing

Customer Service

Sales

CRM Started Simple• Team and territory setup• Sales processes setup• Call scripts• Contact and account management• Lead management• Opportunity management• Deal tracking• Discounting and approvals• Forecasting• Sales performance management• Commissions management• Incentive compensation


Today, Much of CRM Is Commoditized-The Enterprise CRM Wave, 2015


Today, Much of CRM Is Commoditized-The Midsize CRM Wave, 2015


Cloud CRM Puts The Power In The Hands Of The Business Buyer



50%



30%


Marketing

Customer Service

Sales

CRM Is Fragmenting


Sales Management

Sales Professional

Sales Operations


Sales Professional

• Not mobile-enabled• Lack customer visibility• Fail to leverage sales collateral effectively• Lack insights about past deals and discounting

thresholds• Cannot manage their prospects on their terms• Waste time on administrative tasks


Sales manager

• Lack the ability to standardize processes• Struggle to up-level performance• Struggle to optimize territories• Struggle with pipeline management• Struggle to streamline quoting and discounting


Sales manager

Field sales

Sales ops

• Cannot optimize the sales process• Fail to maximize revenue/contract• Cannot effectively answer RFPs• Ineffectively manage renewals• Cannot effectively forecast


Sales Automation

Sales Content Mgmt CPQ

CLM

Sales Productivity

PRMAnalytics

Market intelligence

Sales Performance

Mgmt

Customer Success


Sales Automation

Sales Content Mgmt CPQ

CLM

Sales Productivity

PRMAnalytics

Market intelligence

Sales Performance

Mgmt

Customer Success

Apttus, CallidusCloud, PROS Cameleon CPQ, IBM Sterling CPQ, Big Machines

Apttus CLM Matrix, IBM Emptoris, Revitas, Selectica, Symfact, Axis, ServiceSource

Brainshark, KnowledgeTree, Prolifiq, Savo, Hoopla, Qvidian, Clearslide, Showpad, Skura, Mediafly

Yesware, Trustsphere, Toutapp, Introhive, RingDNA, RelateIQ

CallidusCloud, IBM Cognos SPM, Xactly, Beqom

Bluenose, Gainsight, Totango, Frontleaf, Amity, ServiceSource, Preact

InsideView, Avention, Dun & Bradstreet,

FirstRain

Netsuite Treehouse, Relayware, Planetgroup

Introhive, SalesChoice, Datahug, Revegy, Pega,

KXEN (SAP), Oracle (RTD)


Start with your buyer

Align your sales process to your buyer

Choose technology that supports the end-to-end process

Keep an eye on the technology landscape

Thank you

forrester.com

Kate LeggettVP and Principal Analyst@kateleggett

Kate Leggett's Forecast 2015 Keynote: Fragmentation & Consolidation in Sales

Sales

Transcript of Kate Leggett's Forecast 2015 Keynote: Fragmentation & Consolidation in Sales