Do mid-size companies recognise CRM's value?

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By: Wise Marketer Staff |

Posted on June 14, 2002

There is a vast gulf between what CRM vendors want to charge and what end-users are willing to pay, according to a new research report, 'Customer Relationship Management: Mid-Market Holds Surprises', from Aberdeen Group.

Unlike the larger enterprise market, the value of customer relationship management (CRM) software in the mid-size enterprise market has not been fully recognised. If vendors are to attract the smaller enterprises they will need to streamline their production and implementation strategies and educate potential end-users on the value of their CRM systems, according to Denis Pombriant, vice president of Aberdeen's CRM practice.

Using its own 'technology forecasting consortium' - comprising chief information officers, chief technology officers and other senior information technology executives - the firm surveyed mid-size organisations to gauge their CRM purchasing intentions. The survey also garnered data on leasing CRM via application service providers, and on the potential impact of Microsoft's recent entry into the CRM market.

For those vendors seeking to make their presence felt in the mid-market for CRM, the report contains some valuable facts and figures. Hugh Bishop, co-author of the report, adds, "It also helps users in benchmarking their own CRM solutions."

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