The 2015 CRM Market Leaders: Microsoft Dynamics CRM

At Cloud2020, we’re always keen to keep on top of the latest news and updates around CRM solutions and how Microsoft Dynamics CRM compares to other Enterprise CRM products available. Here’s our update:

What’s the CRM market like?

According to a Gartner report, the CRM software market grew from 20.4 billion USD in 2013 to 23.2 billion in 2014 – a massive 13.3% growth. It seems An ongoing trend among enterprise is still the movement from on-premises solutions to cloud-based. More and more, larger companies are seeking easy deployments and quick ways to improve legacy systems with complementary functionality. In the report, Joanne Correia, research vice president at Gartner, noted that the demand for software-as-a-service continues: “with SaaS accounting for almost 47% of total CRM software revenue in 2014.”

Who are the big dogs?

NetSuite is going in the right direction – its high score in company direction demonstrates this. Jim Dickie, managing director at CSO Insights, a division of MHI Global, notes that though the solution is “not seen often for large enterprises,” the company has its sights set on larger organisations.

“We’ve been moving upmarket ever since we’ve gone public in 2007,”

CEO Zach Nelson said at SuiteWorld, the company’s annual user conference, in May this year. The company also got a really rather respectable customer satisfaction score  of 3.8. Rebecca Wettemann, vice president of Nucleus Research, says:

“the strength of NetSuite still lies in its single database and ability for sales and other users to see not just CRM but order and other data.”

Like last year, Oracle scored the second highest in depth of functionality with 4.1. The company’s offerings, which include the Sales Cloud, Eloqua, CPQ, analytics, and mobile functionality:

“are…solid capabilities enterprises need,” but that Oracle “still needs some improvement in setup.”

She suggests changes are on the way, however, as the company “has made significant advances in usability.” Cost still do continue to be an issue for Oracle; the company had its lowest score in that area with 3.3.  still stands out for its company direction and customer satisfaction, two areas where it scored a 4.2.

Analysts put this largely down to the to the company’s focus on an improved user interface. Wettemann says:

“the investments it is making in UI and in-app analytics will really pay off and make Salesforce’s offerings even more attractive to customers in the near term.”

John Ragsdale, vice president of technology and social research for the Technology Services Industry Association (TSIA), agrees, saying that the solutions are becoming more usable and that the company’s focus on its Customer Success platform “is paying off with strong adoption and consumption by customers.”

SAP scored lowest in cost 3.4 and highest in depth of functionality with nearly 4.0. Ragsdale suggests that SAP’s embedded analytics:

“offer tremendous value” to buyers, who are “increasingly demanding sophisticated analytics and dashboards.”

Leslie Ament, senior vice president and principal analyst at Hypatia Research Group, noted that the company has improved its customer engagement and journey tracking capabilities.

“Encompassing sales, marketing, customer service, and commerce, SAP has delivered an enterprise-class CRM solution,” she told CRM magazine via email.

Despite this praise, it is notable that of the leaders, SAP ranked the lowest in company direction 3.6. Wettemann says that “SAP seems to have lost its way in CRM and doesn’t have a clear story on how it delivers value or how it can catch up on product road maps.”

And the winner is…!

Microsoft takes the title this year from longtime defending champion

the company was given high marks in company direction 4.5. Ragsdale said:

“Microsoft is heavily investing in its CRM platform, adding sophistication across sales, marketing, and service, and as a result is seeing increased adoption by large enterprises.”

Wettemann singles out as strengths the “Parature service capabilities and knowledge base” as well as “integration with Office 365 and PowerBI,” and Ament lauded the company’s improved suite of integrated customer engagement products. Its software enables companies to reach customers “via multiple touch points and to do so with enterprise-wide intelligence, supported by Microsoft’s Business Analytics platform (PowerBI and Azure Data Services),” Ament said via email. 

And finally… the ‘one to watch’:

Infor stepped up as One to Watch this year and very nearly made it onto the leader board. The company’s acquisition of SalesLogix in August has bolstered its sales functionality, the category in which it scored the highest (3.8). “Infor has long had strong marketing capabilities with Epiphany and continues to build out its CRM offering with…SalesLogix,” Wettemann says.

As a Microsoft Dynamics CRM Online partner, we’re proud we’ve invested in the leading CRM solution globally. Please get in touch if you’d like to hear how it can improve your businesses’ bottom line.

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