Customer Relationship Management (CRM)
Market, Supplier, Risk and
Competitive Intelligence

Industry Outlook & Drivers

Global CRM Industry Outlook

• CRM refers to practices and technologies that organizations adopt to manage and analyze customer interactions. CRM can improve customer relationships, help in customer retention, and drive sales growth. CRM can combine customer data from different channels, such as the company's website, telephone, live chat, direct mail, and social media, which can provide detailed information on customers' personal information, purchase history, buying preferences and challenges faced by the customers.

Global CRM Industry Analysis

• APAC and LATAM are emerging markets with shifting focus on SaaS, Mobile CRM, and analytics

CRM Supply Analysis: Supply Market Outlook 

Global/Regional Supplier

• Mature and Diversified Market: CRM market is highly matured and key differentiator among CRM vendors is the ability to integrate cross-functional data. E.g., Customer data across sales, marketing, and customer support. In addition, buyers prefer vendors who has integration-ready partnerships and one-stop solutions. E.g., Oracle's Marketing Cloud should connect seamlessly with Salesforce sales cloud
• Increase in SaaS CRM Adoption: There is a rapid shift in the CRM deployment model, as the buyers are moving from on-premise model to SaaS model, due to diversified user base, increased cost savings, and low maintenance

CRM Supplier Perspective: Vertical/Local Supplier

• Experience Across Industries: In CRM, Tier-2 suppliers are also known as vertical specific suppliers. Enterprises are more focused on product capability rather than the supplier strength (revenue/client base, etc.)
• E.g., Veeva and Cegedim are key vendors, who deliver SaaS based sales CRM module specific to pharmaceutical industry

Engagement Trends

• Most Adopted Engagement Model Globally: Multi-vendor sourcing strategy
• No One Size Fits all Solution: No CRM solution is complete and all CRM solutions require custom development or third-party applications to achieve 100 percent efficiency. An enterprise can have more than one CRM solution based on their business requirement, such as marketing, sales, e-Commerce and customer support. Due to constant change in business models/geo location enterprises are seeking better CRM solutions that can keep them ahead of competition and help achieve better customer service
• Contract Length: 2–3 years, with an option of contract extension based on performance linked with SLA's

Key Global CRM Suppliers

Global Supplier List and Service Capabilities

• Salesforce (SFDC) is the leading vendor in CRM market and the key competitors are SAP, Oracle, Microsoft, and IBM. The key factor behind the growth and leadership position of Salesforce is their 100 percent focus on SaaS model
• Key factors that are used in the selection of CRM vendors include, maturity of the buyer, industry, existing business processes, customer  segment (B2B or B2C), and budget. Leading CRM vendors have the  capability to serve across all the parameters. However, what  differentiates them is the depth of capability and ability to integrate with third-party solutions