Forrester Research praises SAP CRM software

SAP CRM has steadily built out comprehensive functionality, according to a study by an independent research firm.

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By  Duncan MacRae Published  April 16, 2007

SAP CRM has steadily built out comprehensive functionality, according to a study by an independent research firm. In the recent report Forester Research also highlighted the extensive industry-specific functions of the SAP software, its high scalability and its support of global processes. William Band, principal analyst at Forrester and main author of the study ‘The Forrester Wave: Enterprise CRM Suites, Q1/2007’, recognizes SAP CRM's end-to-end process integration and comprehensive functionality. "During the past three years, SAP has worked steadily to fill out its CRM offering resulting in end-to-end process integration support,” Band said. “Most recently, the company has focused on improving usability and deepening support for strategic business processes." Band noted that the solution offers particularly powerful capabilities in the areas of sales and distribution, marketing, partner channel management, and analytics. SAP claims its CRM can be scaled for global deployments and offers numerous industry-specific scenarios, such as for the automotive or high-tech industry. The Forrester analyst regards the solution as the best suited for companies working on an international scale that already use ERP applications from SAP and need support for end-to-end processes. According to another study, ‘CRM Market Size And Forecast, 2006 To 2010’, the worldwide revenue for such software will increase from the current US$8.4 billion to $10.9 billion dollars by 2010. This growth shows the importance effective, IT supported CRM has for customer oriented companies. For the study, the market research company looked at 13 providers of CRM solutions and evaluated them in terms of 493 criteria grouped into the following categories: current offering, strategy, and market presence. In the selection of the CRM suites it analysed, Forrester placed great value on multifunctionality. The software had to provide solutions or tools for at least three of the numerous task areas within CRM, which include marketing, sales automation, field sales, partner channel management, e-commerce, customer analytics, and customer data management. Forrester also asked for references in the case of enterprises with complex CRM requirements. The criteria here were scalability, support for end-to-end processes, and the ability to manage a large volume of data.

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