Gartner Research

Market Trends: CRM Digital Initiatives Focus on Sales, Marketing, Support and E-Commerce

Published: 27 January 2014

ID: G00259125

Analyst(s): Ed Thompson, Yanna Dharmasthira, Joanne M. Correia

Summary

Organizations are leveraging CRM technologies as a major part of their digital initiatives to enhance the customer experience. Demand for modern technology customer relationships is driving refresh or expanded integration and usage of all areas of CRM software, but at different rates.

Table Of Contents

Introduction

Market Trend

  • Line-of-Business Buyers Have Different Operational Requirements
  • Internet of Everything Joins the Nexus of Forces as the Fifth Driver
  • Critical Need for More-Traditional Operational CRM Applications Amid the Excitement
  • Expect Augmentation of Core Systems Where Budgets Are Tight

Contrarian View

  • Business as Usual Continues — Majority of Organizations Accept That Technology Does Not Correlate Success in CRM Projects

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