Not Your Father's CRM: You've Been Ready For CRM, Now CRM Is Ready For You

Not Your Father’s CRM:
You’ve Been Ready for CRM,

Now CRM is Ready for You
December 2, 2010
William Band, VP & Principal Analyst, Forrester Research

Martin Schneider, Sr. Dir. Communications, SugarCRM
Agenda
Introductions
Ten Trends Driving CRM
SugarCRM – Not Your Father’s CRM
Q&A
Ten Trends Drive
Next-Generation CRM
William Band, Vice President & Principal Analyst
December 2, 2010
3 © 2010
2009 Forrester Research, Inc. Reproduction Prohibited
Forrester’s definition of CRM
Forrester defines CRM as the set of business

processes and supporting technologies used to
acquire, retain, and enhance customer relationships.
CRM encompasses the activities organizations use to

understand, target, deliver, and respond to customers
across marketing, sales, and service, as well as
among external demand chain partners.
4 © 2010 Forrester Research, Inc. Reproduction Prohibited

Your definition of CRM!

Next-generation CRM is here
CRM 1.0
CRM 2.0
Coal-fired
Geo-thermal

You’ve been ready for CRM,
now CRM is ready for you.

Key trends
1. Adoption of customer management solutions increases

2. Better customer experiences correlate to loyalty
3. Benefits of CRM more evident

4. Software-as-service (SaaS) solutions gain acceptance
5. CRM UIs improve
6. Prices of CRM solutions more transparent

7. Time-to-value declines
8. Mobile CRM a must-have
9. Interest in multichannel social customer engagement grows

10. OSS widely adopted

Trend 1: Adoption of customer management solutions
increases

Securing customer loyalty is top a priority

Trend 2: Better customer experiences correlate to
loyalty

Trend 3: The benefits of CRM are more evident

Trend 4: Software-as-service (SaaS) solutions gain
acceptance
55%

“Cloud” solutions perceived to be cost-effective and
rapid to deploy

Trend 5: CRM UIs improve
Yesterday Today

Trend 6: Prices of CRM solutions more transparent
List prices of leading CRM SaaS solutions

Salesforce.com Netsuite Oracle CRM Microsoft RightNow Sage Sugar CRM
CRM+ On Demand Dynamics SalesLogix
CRM Online Cloud
$65 /user/month $34 $65 /user/month $30
(Professional /user/month2 /user/month
Edition)
$135 $129 $75 $34 $110 $65/user/month $50
/user/month1 /user/month /user/month /user/month2 /user/month /user/month
(Enterprise
Edition)
1additional charges for data storage may apply

2promotional pricing for first 12 months to new customers until June 30, 2011
Source: October 26, 2010, Search CRM.com

Trend 7: Time-to-value decreasing

Trend 8: Mobile CRM a must-have capability
“Using a scale of 1 to 5, where 5 = “Very important” and 1 = “not at all important,” how important is mobilizing
your CRM systems and processes (i.e. mobile CRM) in the context of the other
IT project initiatives within your organization this year?”
Very important 13%
4 45%
3 32%
2 8%
Not at all important 1%
Base: All Respondents
Source: Online survey of 1,005 Global IT and Business Decision Makers involved in CRM purchase decisions. Conducted by Forrester
Consulting on behalf of RIM.

Trend 9: Interest in social computing for
multichannel customer engagement increases
Source: January 2010 “Topic Overview: Social CRM Goes Mainstream”

“Social CRM” supports several types of customer
engagement objectives
Source: January 2010 “Topic Overview: Social CRM Goes Mainstream”

Trend 10: OSS widely adopted
“Which of the OSS infrastructure tools have you included as part of your
development activities or deployed an application or software project to?“ (Select
all that apply.)
Programming languages (e.g. PHP, Ruby, Python, Java) 57%
Operating systems (e.g. Red Hat Linux, Suse, OpenSolaris) 48%
Development IDEs (e.g. Eclipse, NetBeans) 46%
Databases (e.g. MySQL, PostgreSQL, SQLLite) 45%

Web servers or networking components (e.g. Apache, Samba,
Radius)
45%
Application servers (e.g. JBoss, Glassfish, Tomcat) 28%
Application frameworks (e.g. Spring, Rails, Zend) 22%
Have not used OSS as part of my development projects 21%
Content Management Systems (e.g. Alfresco, Drupal) 10%
Business Intelligence tools (e.g. BIRT, Jasper Reports, Spago) 7%
Other, please specify 7%
Business applications (Sugar CRM, Bravo) 4%
Portals or mash-up servers (e.g. Liferay, Dapper) 3%
Base: 1,298 development pros at North American and European enterprises and SMBs
Source: Forrester -Dr. Dobb’s 2009 Developer Technographics Survey, Q3 2009

21 © 2010
2009 Forrester Research, Inc. Reproduction Prohibited
Many CRM solutions choices to consider
Source: “The Forrester Wave™: CRM Suites For Midsized Organizations, Q2 2010”
Do your homework
Source: August 2010 “Benchmarks For CRM Selection And Deployment”

Summary: Not your father’s CRM!
1. Adoption of customer management solutions increases

2. Better customer experiences correlate to loyalty
3. Benefits of CRM more evident

4. Software-as-service (SaaS) solutions gain acceptance
5. CRM UIs improve
6. Prices of CRM solutions more transparent

7. Time-to-value declines
8. Mobile CRM a must-have
9. Interest in multichannel social customer engagement grows

10. OSS widely adopted

Thank you
William Band
+1 617.613.6323
wband@forrester.com
www.forrester.com
© 2009 Forrester Research, Inc. Reproduction Prohibited

Sugar 6 – Not Your Father’s
CRM!
Martin Schneider, SugarCRM
©2010 SugarCRM Inc. All rights reserved.

Sugar 6 – CRM Made Simple
SugarCRM
Business
Leading provider of Open Source CRM Software
$46M in financing from NEA, DFJ, and Walden Intl.
150 Employees; Cupertino, Munich
Market Traction
6,500+ customers in 30 countries
700,000+ users on 65,000 systems
220+ partners on five continents
Growth
20% billings growth Q2 2010 over Q1 2010
50% billings growth Q2 2010 over Q2 2010
165 New EMEA new customers in Q3 2010
Sugar 6 – Making CRM (Finally!) Simple
Increased Productivity and Adoption

Intuitive, Powerful User Experience
The “Socialization” of Sales and Marketing
LinkedIn, Twitter Connectors
Enhanced Collaboration
Sugar Feeds
Box.net
Anywhere, Anytime Access
Sugar Mobile
12/2/2010 ©2010 SugarCRM Inc. All rights reserved. 29

Increase Productivity with User Experience
Equip Sales Leaders with Tools They Want To Use!
Increase Operational Efficiencies
Increase Employee Morale and Adoption
Increase Sales!

Intuitive, Modern UI Drives Adoption
Industry-Leading Web 2.0
User Experience
Works the Way YOU Work
Perform Common Tasks with
Fewer Clicks
Powerful Search &
Shortcut Bar
“We are very impressed with the
enhanced UI and simplified
navigation. The whole package also
seems faster. You have made a truly
excellent product even better!”
— Brad Saunders
Systems Engineer, BrandLogic Corp.

Intuitive User Experience = Greater Productivity

Intuitive User Experience = Greater Productivity

Eliminate Sales, Marketing, Service Silos
Align Knowledge, Strategy, tactics Across Teams
Only 20% of Companies “Silo-Free”
They Are Executing Better!

Increase Collaboration – Decrease Silos

Increase Collaboration – Decrease Silos

The “Socialization” of Sales & Marketing
The Cold Call is Dead!
Social Media allows Sales & Marketing to Work
Smarter
Mine valuable data in Free social databanks!

Socialization of Sales and Marketing
Monitor Twitter Streams

Find Relevant Data
Identify Relationships via LinkedIn

Give Agents Access to Data in Real Time

Access CRM Data Anywhere
Reduce “Delayed Decisions”
Increase System Use, Adoption

Mobile Access – Your Data, Anywhere!

Select Case Studies
SugarCRM Deployments Showcase These Trends:
Increased Adoption of CRM Strong Return on Investment
Great User Experience Fast time to Deploy and Value

Increased Adoption
 Advanced Glazings in Canada develops, manufactures and markets

BACKGROUND sustainable and commercially viable technologies related to sunlight
 A SugarCRM customer for three years
 Extensive project timelines with sales cycles from two months to two years
PROBLEM  Need to track multiple stakeholders, revisions, touch points and details
 Required option for on-site deployment in the future
 Chose Sugar Professional over Microsoft and Salesforce.com

SOLUTION  Performed high-level customizations to track, monitor, maintain and report on
the finest details of its customer interaction.
 Highly sophisticated sales operation with 100% of its sales team using Sugar
VALUE  Able to maintain highly detailed metrics to close gaps and recognize emerging
markets that support ongoing growth
“
Sugar works around our needs rather than us having to work around Sugar. It
has gone beyond ROI and is the backbone of our business.”
— Avi Bar, Vice President Architectural Products, Advanced Glazings

Strong ROI & Fast Deployment
 BNSF Logistics provides value-added transportation services to customers

around the globe.
BACKGROUND  Its vision is to establish BNSF Logistics as the leader in providing creative
logistics solutions that consistently exceed its customer’s expectations.
 Low user adoption rate of previous solution, Salesforce.com

PROBLEM  Lacked accountability and efficiency in overall account management
 Unable to execute outbound marketing initiatives
 Switched from Salesforce.com to Sugar Professional for sales automation

with lead, account and opportunity management and reporting.
SOLUTION  Added additional subscriptions to include its procurement team.
 Able to implement 80 percent of its high-level, business driven modifications

within minutes, not hours.
VALUE  Gained accountability between teams and a high-level of visibility into key
accounts.
“
Sugar has allowed us to implement 80 percent of our high-level, business
driven modifications within minutes, not hours.”
— Shannon Boyd, Director of Marketing, BNSF Logistics

Fast Time to Value
 Tenzing Health is a member-driven community that provides the tools and

BACKGROUND services members need to navigate the healthcare system.
 Focused on relationships with its members, not healthcare providers.
 Needed a CRM solution to be the foundation of its business and support its
PROBLEM
goal of making each member relationship intensely personal.
 Could not launch its business or manage a single member without a CRM
solution.
 Tenzing chose Sugar Professional and worked with Epicom, a SugarCRM
gold-level partner.
SOLUTION  It began with Sugar’s out-of-the-box solution and customized as its business
demanded.
 Easily up and running within two weeks yet still had a limitless platform to
VALUE
quickly scale the solution.
 Exceeded membership goals, reduced employer’s healthcare costs by 20
“
percent and reduced member processing time by 60 percent.
In just over a year of our Sugar Professional implementation, we have
exceeded our membership goals, reduced employer’s health care costs
by 20 percent and reduced membership processing time by 60 percent.”
Marty Heaner, CTO, Tenzing Health

Summary – CRM is Ready for You!
Increased Productivity and Adoption

Intuitive, Powerful User Experience
The “Socialization” of Sales & Marketing
LinkedIn, Twitter Connectors
Sugar Feeds
Box.net
Sugar Mobile

Questions?

Thank You!
All Attendees Receive a Complimentary Copy of The

Forrester Wave™: CRM Suites For Midsized
Organizations, Q2 2010 Report
A Link to Download the Report will be Emailed to

You Following this Webinar

info@sugarcrm.com
Thank You!

Not Your Father's CRM: You've Been Ready For CRM, Now CRM Is Ready For You

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Not Your Father’s CRM:

You’ve Been Ready for CRM,

William Band, VP & Principal Analyst, Forrester Research

Forrester defines CRM as the set of business

CRM encompasses the activities organizations use to

4 © 2010 Forrester Research, Inc. Reproduction Prohibited

5 © 2010 Forrester Research, Inc. Reproduction Prohibited

6 © 2010 Forrester Research, Inc. Reproduction Prohibited

7 © 2010 Forrester Research, Inc. Reproduction Prohibited

1. Adoption of customer management solutions increases

3. Benefits of CRM more evident

6. Prices of CRM solutions more transparent

9. Interest in multichannel social customer engagement grows

8 © 2010 Forrester Research, Inc. Reproduction Prohibited

9 © 2010 Forrester Research, Inc. Reproduction Prohibited

10 © 2010 Forrester Research, Inc. Reproduction Prohibited

11 © 2010 Forrester Research, Inc. Reproduction Prohibited

12 © 2010 Forrester Research, Inc. Reproduction Prohibited

13 © 2010 Forrester Research, Inc. Reproduction Prohibited

14 © 2010 Forrester Research, Inc. Reproduction Prohibited

15 © 2010 Forrester Research, Inc. Reproduction Prohibited

List prices of leading CRM SaaS solutions

1additional charges for data storage may apply

Source: October 26, 2010, Search CRM.com

16 © 2010 Forrester Research, Inc. Reproduction Prohibited

17 © 2010 Forrester Research, Inc. Reproduction Prohibited

Very important 13%

Not at all important 1%

Base: All Respondents

18 © 2010 Forrester Research, Inc. Reproduction Prohibited

Source: January 2010 “Topic Overview: Social CRM Goes Mainstream”

19 © 2010 Forrester Research, Inc. Reproduction Prohibited

Source: January 2010 “Topic Overview: Social CRM Goes Mainstream”

20 © 2010 Forrester Research, Inc. Reproduction Prohibited

Programming languages (e.g. PHP, Ruby, Python, Java) 57%

Operating systems (e.g. Red Hat Linux, Suse, OpenSolaris) 48%

Development IDEs (e.g. Eclipse, NetBeans) 46%

Databases (e.g. MySQL, PostgreSQL, SQLLite) 45%

Application servers (e.g. JBoss, Glassfish, Tomcat) 28%

Application frameworks (e.g. Spring, Rails, Zend) 22%

Have not used OSS as part of my development projects 21%

Content Management Systems (e.g. Alfresco, Drupal) 10%

Business Intelligence tools (e.g. BIRT, Jasper Reports, Spago) 7%

Other, please specify 7%

Business applications (Sugar CRM, Bravo) 4%

Portals or mash-up servers (e.g. Liferay, Dapper) 3%

Source: Forrester -Dr. Dobb’s 2009 Developer Technographics Survey, Q3 2009

Source: August 2010 “Benchmarks For CRM Selection And Deployment”

23 © 2010 Forrester Research, Inc. Reproduction Prohibited

1. Adoption of customer management solutions increases

3. Benefits of CRM more evident

6. Prices of CRM solutions more transparent

9. Interest in multichannel social customer engagement grows

24 © 2010 Forrester Research, Inc. Reproduction Prohibited

© 2009 Forrester Research, Inc. Reproduction Prohibited

Martin Schneider, SugarCRM

©2010 SugarCRM Inc. All rights reserved.

Increased Productivity and Adoption

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12/2/2010 ©2010 SugarCRM Inc. All rights reserved. 30

12/2/2010 ©2010 SugarCRM Inc. All rights reserved. 31

12/2/2010 ©2010 SugarCRM Inc. All rights reserved. 32