BOSTON--(BUSINESS WIRE)--In its 2H 2016 CRM Value Matrix, Nucleus Research sees a move toward making core service, sales and marketing features more widely available across the organization. This in turn is helping to break down silos by giving more users within the business access to all three areas, which leads to better customer experiences.
“We are seeing a blurring of the lines between service, sales and marketing – the three legs of the CRM stool. Leading vendors are helping businesses reach across the three areas and quickly align to new trends such as micro-marketing and a new view on the sales funnel,” said Rebecca Wettemann, VP of Research at Nucleus.
Salesforce and Oracle lead the market in functionality and usability, with Microsoft and others making advances as well. The CRM industry remains highly competitive, as vendors race to add more value through richer functionality and better usability. At the same time, they are seeking to accelerate deployment while reducing risk. CRM Leaders are increasingly adding vertical functionality as well to drive faster time to value for key industries.
“Although marketing is just one part of the core CRM, vendors enabling micro-marketing – equipping non-marketers with tools to help them manage the ground-level, tactic aspects of marketing – are increasingly differentiating themselves in the industry,” said Moira Smalley, analyst for Nucleus.
The full report is available at CRM Value Matrix
About Nucleus Research
Nucleus Research is a global provider of investigative, case-based technology research and advisory services that provide real-world insight into maximizing technology value. For more information, visit NucleusResearch.com or follow us on Twitter @NucleusResearch.