Customer Relationship Management

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How to Select CRM Technology in 2018

Tony Byrne – March, 2018 RSG: Research & Analysis for Early-Stage Decision-MakingLicensed to: Real Story Group user -

Analyze vendor weaknesses and strengths for your unique needs

Benchmark your digital effectiveness

Advise and mentor on successful technology decision-making Licensed to: Real Story Group user - What Real Independence Looks Like

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Digital Workplace & Marketing TechnologyLicensed to: Real Story Group user - Vendor Map Real Story Group’s vendor evaluations and advisory services have helped CELUM thousands of organizations find their way. We can help you too. Take a test ride—download a sample today: BRIGHT www.realstorygroup.com/try INTERACTIVE ENTERMEDIA CONTENTFUL HANNON HILL

ACT-ON EVOLPHIN BRANDWORKZ FOTOWARE PICTUREPARK WIDEN RESOURCESPACE INTELLIGENCE E-SPIRIT BANK COREMEDIA EQUILIBRIUM EXTENSIS MERLINONE WEBDAM WOODWING CROWNPEAK UMBRACO CENSHARE SITECORE APRIMO CONTENS TYPO3 CANTO BRIGHTSPOT ADAM CCI EUROPE BPM’ONLINE GX HUBSPOT WAVE CRAFTER SOFTWARE ATEX AVID EZ SYSTEMS TERMINALFOUR RAZUNA PLONE MARKETO INFOR SAP PROGRESS SOFTWARE ENONIC STYLELABS NETX SUGAR BLOOMREACH PEGA KENTICO EPISERVER MICROSOFT GOSS OMNIUPDATE BYNDER INFUSIONSOFT TERADATA NORTH ESKO/ VUTURE MODX PLAINS MEDIABEACON SALESFORCE OPENTEXT EMC-DELL DRUPAL NUXEO ORACLE SDL MAGNOLIA WORDPRESS JOOMLA! IBM BACKBASE INGENIUX UPLAND DOTNETNUKE EXO SOFTWARE ALFRESCO CITRIX HARMON.IE GOOGLE BOX JIVE EVERTEAM SYNCPLICITY LIFERAY ADOBE INTERACT ATLASSIAN HYLAND KEY

SLACK ACCELLION IMANAGE NEUDESIC Web Content & Experience Management

TRACTION SPRINGCM Digital Asset Management SITRION Enterprise Collaboration & Social Software IGLOO M-FILES Marketing Automation & Campaign/ Lead Management FACEBOOK TIBCO Enterprise Portals THOUGHTFARMER ECM & Cloud File Sharing VMWARE Customer Relationship Management VERINT – Real Story Group ATOS BLUEKIWI www.realstorygroup.com/vendormap/ Licensed to: Real Story Group user - The “Mystical Quadrant”

GEEKS MYSTICS

LOSERS POSERS

h/t Martin White – intranetfocus.com

5 Licensed to: Real Story Group user - Customer Relationship Management

CANTO BPM’ONLINE HUBSPOT WAVE

RAZUNA MARKETO INFOR SAP

NETX SUGAR PEGA MICROSOFT INFUSIONSOFT TERADATA

SALESFORCE EMC-DELL ORACLE SDL MAGNOLIA Licensed to: Real Story Group user - Digital Engagement ”Mall”

“Multi-Product Suite” “Unified”

Sales Etc.

Sales Service Service Support Marketing Support Etc.

Marketing

Smaller Legacy “Multi-Product Suite” “Unified”

• Vertical

• Regional

• Smaller / Simpler

Common Customer Challenges • Overall Complexity • Lack of scalability, interoperability, and ecosystem in legacy vertical solutions • Difficulty orchestrating modules and add-ons in “suites” • Lack of universal robustness in ”unified” platform (e.g., analytics)

Source: Real Story Group Vendor Evaluation

Strategic Considerations

Source: Real Story Group Vendor Evaluation

“Design-Thinking”

Team Test Iterate Adapt

Test via scenarios in RFP

Test via custom demos

Test via head-to- head pilots Licensed to: Real Story Group user - Putting It All Together: Real Quadrant

www.realstorygroup.com/Tools/

16 Licensed to: Real Story Group user - CRM Marketplace Filtering in RealQuadrant…

Part Science, Part Art…. Licensed to: Real Story Group user - Competitive POC / Bake-Off

Final 2

• Real scenarios

• Real content

• Real people

• Real environment

• Negotiate fees

Can be resource intensive, but what’s the cost of a failed implementation?

19 Licensed to: Real Story Group user - 17 Years of Hard-hitting Research

Real Story Group’s CRM research critically evaluates strengths and weaknesses of 8 major vendors.

• Learn the real weaknesses of the leading tools

• Avoid common pitfalls & negotiate a good price

• Download the reviews in minutes -- get the right shortlist in hours

• Sample at www.realstorygroup.com/Try

20 Licensed to: Real Story Group user - Stay in Touch…

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