October 31, 2012
New Gleanster Research Finds CRM a Hub for Top Performers
By Meenakshi Shankar
The growing popularity of software-as-a-service offerings and the comprehensiveness of solutions have ultimately made customer relationship management (CRM) a compelling, low-risk option for small and midsize businesses.
Market research firm Gleanster has released a new benchmark report, “CRM for Small and Midsize Businesses.” The report offers a comprehensive look at how top performers are using CRM to automate all types of interactions and transactions, including sales processing and order fulfillment, between companies and their customers.
"For Top Performers, CRM has become a hub for centralizing customer engagement and outreach, especially since most of the solutions can now integrate with multi-channel marketing platforms," Jeff Zabin, research director at Gleanster, said in a statement.
Drawing from the experiences of 318 companies, the report, which is available for free download, examines the common characteristics of top performing companies. It looks at how they're maximizing the value of their investment in CRM, by putting not only the right technologies in place but also the right business processes, organizational resources, and performance metrics.
According to Gleanster research, only a relatively small segment of the SMB marketplace had considered adopting CRM until recent years. Company believes that the trend has now changed, and the right technology choices can produce enormous benefits not only for the business adopters but also for their customers.
Gleanster’s benchmark report consists of seven sections: topic overview, reasons to implement, value drivers, challenges, performance metrics, success stories and the vendor landscape. The latter section includes descriptions and analyst commentaries for 34 related solution providers. It also includes comparative rankings across four key dimensions of evaluation: ease of deployment, ease of use, features and functionality and overall value.
Gleanster research ranks vendor based on the experiences of industry practitioners and not by analyst assessment or opinion. The solution providers that received the highest scores across all four dimensions are: Acumatica, Aplicor, Capsule, GoldMine, Infusionsoft, Mothernode, Workbooks.com, Microsoft Dynamics and SugarCRM (News - Alert).
In another release, Gleanster announced the launch of Vendor and Solution
Showcases for the CRM topic area. These showcases provide free access to hundreds of vendor-submitted white papers, success stories, videos, presentations, solution sheets and more.
Edited by Rachel Ramsey