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LICENSED FOR INDIVIDUAL USE ONLYThe Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack Upby Kate LeggettOctober 22, 2018Why Read This ReportKey TakeawaysIn our 33-criterion evaluation of CRM suiteproviders, we identified the 11 most significantones — Aptean, bpm’online, CRMNEXT, Infor,Microsoft, NetSuite, Oracle, Pegasystems,Salesforce, SAP, and SugarCRM — andresearched, analyzed, and scored them. Thisreport shows how each provider measures upand helps application development and delivery(AD&D) professionals select the right CRMprovider for their needs.Oracle And Salesforce Lead The PackForrester’s research uncovered a market inwhich Oracle and Salesforce are Leaders; SAP,Microsoft, Pegasystems, and bpm’online areStrong Performers; SugarCRM, NetSuite, andCRMNEXT are Contenders; and Infor and Apteanare Challengers.Intelligence And Vertical Offerings Are KeyDifferentiatorsIntelligence-driven engagement streamlines workand allows CRM users to focus on the tasksthat matter most to business outcomes. Verticaleditions codify standard process flows, allowingenterprises to invest in areas of differentiation.This PDF is only licensed for individual use when downloaded from forrester.com or reprints.forrester.com. All other distribution prohibited.FORRESTER.COM

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALSThe Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack Upby Kate Leggettwith Daniel Hong, John Bruno, Lori Wizdo, Liz Herbert, Sarah Dawson, and Peter HarrisonOctober 22, 2018Table Of ContentsRelated Research Documents2 Modern CRM Is At The Heart Of The Age OfThe CustomerFive Key CRM Trends For 2018 That Shape HowCompanies Drive Relationship And Revenue3 Evaluation SummaryThe Forrester Wave : CRM Suites For EnterpriseOrganizations, Q4 20166 Vendor OfferingsTransform Customer Processes And Systems ToImprove Experiences6 Vendor ProfilesLeadersStrong PerformersContendersChallengers13 Evaluation OverviewShare reports with colleagues.Enhance your membership withResearch Share.Vendor Inclusion Criteria14 Supplemental MaterialForrester Research, Inc., 60 Acorn Park Drive, Cambridge, MA 02140 USA 1 617-613-6000 Fax: 1 617-613-5000 forrester.com 2018 Forrester Research, Inc. Opinions reflect judgment at the time and are subject to change. Forrester ,Technographics , Forrester Wave, TechRadar, and Total Economic Impact are trademarks of Forrester Research,Inc. All other trademarks are the property of their respective companies. Unauthorized copying or distributingis a violation of copyright law. Citations@forrester.com or 1 866-367-7378

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALSOctober 22, 2018The Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack UpModern CRM Is At The Heart Of The Age Of The CustomerForrester defines CRM as:The business processes and supporting technologies that support the key activities of targeting,acquiring, retaining, understanding, and collaborating with customers.Improvements to operational efficiencies have been the key benefit of CRM and are easy to quantify.This has led AD&D pros to widely deploy CRM in organizations of all sizes — large and small. However,gains in operational efficiencies have become table stakes. The value of CRM has shifted towardhelping organizations better support customers in their end-to-end engagement journeys to garnertheir satisfaction and long-term loyalty — an outside-in perspective.Modern CRM strategies enable differentiated customer experiences. They support customerinteractions over a range of channels and touchpoints. How? By leveraging vast amounts ofinteraction, behavioral, and transaction data to enable contextual experiences that deliver value to thecustomer and preserve the value of the company brand. Modern CRM has evolved along the followingdimensions to deliver differentiated experiences, and companies should look for providers that:›› Support select business models and organizational sizes. The CRM needs of a B2B companyare different than those of a B2C company — and of a midsize company compared with anenterprise. For example, B2B companies with complex, long-running sales and service cyclesrequire more complex process management for quote-to-order and renewals than B2C companieswhere eCommerce may be the primary sales channel. CRM vendors are now much better ataccommodating the right size and complexity of organization based on the inherent strengths oftheir feature sets.›› Operationalize intelligence to impact outcomes. Enterprises that manage huge volumes ofdata struggle to pinpoint optimal offers, discount levels, product bundles, or the right contentor knowledge for an interaction. They have difficulty focusing customer-facing employees onthe tasks that matter most to the business. CRM vendors now offer comprehensive intelligencestrategies to uncover insight and prescribe the right action for the business user to take incustomer-facing interactions.›› Offer vertical editions. Horizontal CRM can only take you so far, as different industries havedifferent requirements and lexicons for engaging with customers. CRM vendors increasingly offereditions — templates, common process flows, data model extensions, and UI labels — pertinent tospecific industries as well as personnel with deep domain expertise.›› Expose platform services. Silos of data and processes within enterprises emerge as enterprisespurchase CRM not as a unified suite but as discrete sales, marketing, customer service, andeCommerce applications. As a result, platforms that unify data, processes, and security within variousenterprise CRM deployments are rising in importance. Platforms also allow developers or businessanalysts using low-code tooling to create applications that extend capabilities within packaged CRM. 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.Citations@forrester.com or 1 866-367-73782

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALSOctober 22, 2018The Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack Up›› Invest in ecosystems of value. CRM users on the frontlines can’t serve modern customers usingonly core CRM. They struggle with duplicate work or manual call wrap-up procedures, whichdecrease their productivity and limit their effectiveness. Today, CRM vendors have invested inapplication exchanges. These application exchanges contain an ecosystem of point solutions suchas eSignature capture, automated data capture, dialers, and schedulers — to name a few — thatextend and enhance the power of core CRM. CRM vendors invest in and curate these applicationexchanges to varying degrees.›› Enhance client relationships through partners and customer success programs. In a maturemarket, you have to dig deep to find real differences between vendor offerings. CRM successdepends on the right choice of consulting partners to implement and integrate your solution. Lookfor CRM vendors that have mature consulting services, regional and global strategic servicespartners, and investments in customer success to properly onboard customers and activelymanage customer relationships.Evaluation SummaryOur Forrester Wave evaluation highlights the fact that even though core CRM capabilities are mature,CRM vendor suites are still evolving. Technologies such as AI are introducing new efficiencies intoCRM processes, and acquisitions such as configure-price-quote (CPQ) and eCommerce are expandingthe footprint of CRM.This evaluation found that vendors fall into two distinct categories: Vendors such as Oracle, Salesforce,and SAP have best-of-breed, discrete applications suitable for enterprise deployments; havecomposed their CRM suites via acquisition; and are now dedicated to unifying these acquisitions.Vendors such as bpm’online, Microsoft, NetSuite, and SugarCRM have streamlined capabilities moresuitable for midsize organizations and offer CRM capabilities on a unified platform. However, in allcases, the focus on supporting end-to-end business transformation — that crosses the front, mid, andback office — becomes top of mind for all vendors. Some offer full front- and back-office businesssuites, which include CRM; others offer industry editions; and yet others offer packaged adapters andintegration frameworks to back-office applications.We intend this evaluation of the CRM suites market to be a starting point only and encourage clients toview detailed product evaluations and adapt criteria weightings to fit their individual needs through theExcel-based vendor comparison tool (see Figure 1 and see Figure 2). Click the link at the beginning ofthis report on Forrester.com to download the tool. 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.Citations@forrester.com or 1 866-367-73783

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALSOctober 22, 2018The Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack UpFIGURE 1 Forrester Wave : CRM Suites, Q4 2018CRM SuitesQ4 ApteanWeakercurrentofferingWeaker strategyStronger strategyMarket presence**A gray marker indicates incomplete vendor participation. 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.Citations@forrester.com or 1 866-367-73784

FOR APPLICATION DEVELOPMENT & DELIVERY PROFESSIONALSOctober 22, 2018The Forrester Wave : CRM Suites, Q4 2018The 11 Providers That Matter Most And How They Stack UpForw resei tegh r’stingApteabp n*m’onCRM lineNEInfo XT*rMicroN sofettSuO iteraclePegasSa ystemlessSA forcePSugarCRMFIGURE 2 Forrester Wave : CRM Suites Scorecard, Q4 2018Current offering50%1.05 2.51 1.89 1.83 3.47 1.96 4.37 3.35 4.16 3.81 2.06Sales force automation (SFA)10%1.00 3.00 3.00 1.00 5.00 1.00 5.00 3.00 5.00 3.00 3.00Configure price quote (CPQ)5%0.00 1.00 3.00 3.00 1.00 1.00 5.00 1.00 3.00 5.00 1.00Marketing automation15%1.00 2.00 2.00 2.00 1.00 1.00 5.00 3.00 5.00 3.00 1.00Customer service15%1.00 3.00 1.00 1.00 5.00 1.00 5.00 5.00 5.00 3.00 3.00Field service10%1.00 3.00 1.00 3.00 5.00 1.00 5.00 3.00 5.00 5.00 1.00Commerce10%0.00 0.00 0.00 1.00 0.50 3.00 3.00 0.00 4.00 5.00 0.00Business intelligence15%1.00 2.00 2.00 2.00 5.00 2.00 4.00 4.00 4.00 4.00 2.00Portfolio cohesion and consistency15%2.30 4.40 2.90 2.50 3.80 4.40 3.10 4.30 1.70 3.40 4.405%1.00 3.00 3.00 1.00 3.00 3.00 5.00 5.00 5.00 5.00 1.00Strategy50%1.20 3.13 2.46 1.13 3.31 2.55 3.98 2.63 4.16 3.01 2.89Product strategy35%1.00 3.00 3.00 1.00 3.00 1.00 5.00 3.00 5.00 3.00 3.00Go-to-market approach15%1.40 2.50 2.30 1.00 3.20 3.60 4.30 2.80 2.70 3.70 2.50Supporting services20%2.00 3.00 3.00 1.00 3.00 5.00 3.00 2.00 4.00 3.00 3.00Delivery and extensibility ecosystem 20%0.45 3.00 1.55 1.90 3.90 2.30 3.90 2.30 5.00 3.00 2.30Pricing and commercial terms10%1.50 5.00 1.50 0.50 4.00 2.00 2.00 3.00 2.00 2.00 4.000%1.00 1.00 2.00 1.00 5.00 2.00 4.00 2.00 5.00 3.00 2.00100%1.00 1.00 2.00 1.00 5.00 2.00 4.00 2.00 5.00 3.00 2.00Customer journey supportMarket presenceInstalled baseAll scores are based on a scale of 0 (weak) to 5 (strong).*Indicates a nonparticipating vendor. 2018 Forrester Research, Inc. Unauthorized copying or distributing is a violation of copyright law.Citations@forrester.com or 1 866-367-73785