The Forrester Wave™: Enterprise CRM Suites, Q3 2008
Forrester evaluated leading enterprise CRM suite solutions against 516 criteria and found that with the latest releases of their solutions, Oracle’s Siebel and SAP maintain their status as Leaders with comprehensive functionality and much improved usability.
August 29, 2008 | Updated: September 2, 2008
The Forrester Wave™: Enterprise
CRM Suites, Q3 2008
by William Band
for Business Process & Applications Professionals
Making Leaders Successful Every Day
For Business Process & Applications Professionals
Includes a Forrester Wave™
August 29, 2008 | Updated: September 2, 2008
The Forrester Wave™: Enterprise CRM Suites, Q3
2008
Buyers Face Difficult Choices In A Crowded Market
by William Band
with Sharyn C. Leaver, Pete Marston, Natalie L. Petouhoff, Ph.D., Elisse Gaynor, and Andrew
Magarie
EXECUT I V E S U M MA RY
Forrester evaluated leading enterprise CRM suite solutions against 516 criteria and found that with the
latest releases of their solutions, Oracle’s Siebel and SAP maintain their status as Leaders with
comprehensive functionality and much improved usability. Microsoft, salesforce.com, RightNow, and
Oracle CRM On Demand have improved their credibility as enterprise-class solutions and have graduated
into the Leaders group. The latter vendors all get high marks for ease-of-use and quick time-to-value. The
Leaders are challenged by Strong Performers offering a diverse range of benefits. Oracle’s E-Business Suite
CRM and PeopleSoft CRM are good options for their respective ERP customers looking for end-to-end
integration. Chordiant, ciboodle, and Pegasystems offer business process management (BPM) strengths to
help enterprises orchestrate complex customer-facing processes. Infor CRM Epiphany and Onyx CRM are
working to regain market momentum through investments in product enhancements being made by their
respective new corporate parents, Infor and Consona. Amdocs finds success with buyers as a Contender
solution for service-intensive industries with custom needs, such as telecommunications.
TABLE O F CO N T E N TS N OT E S & R E S O U R C E S
2 The CRM Solution Landscape Is Increasingly In Q2 2008, Forrester evaluated 35 CRM
Complex solutions. In the CRM enterprise suites category,
6 Enterprise CRM Suites Evaluation Overview Forrester surveyed 10 CRM vendors, comprising
14 products: Amdocs, Chordiant Software,
10 The Results: Enterprise Buyers Have Many
ciboodle, Consona, Infor, Microsoft, Oracle
Choices To Sift Through
(E-Business Suite CRM, PeopleSoft CRM, Siebel
12 Vendor Profiles CRM, and Oracle CRM On Demand products),
18 Supplemental Material Pegasystems, RightNow Technologies, salesforce.
com, and SAP. We also surveyed 165 vendor
customers.
Related Research Documents
“Topic Overview: Customer Relationship
Management”
March 25, 2008
“Forrester’s Best Practices Framework for CRM”
August 27, 2007
© 2008, Forrester Research, Inc. All rights reserved. Forrester, Forrester Wave, RoleView, Technographics, TechRadar, and Total Economic Impact
are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. Forrester clients may make one
xx attributed copy or slide of each figure contained herein. Additional reproduction is strictly prohibited. For additional reproduction rights and
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2 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
THE CRM SOLUTION LANDSCAPE IS INCREASINGLY COMPLEX
Since our last iteration of the Forrester Wave™ evaluation of CRM enterprise suites, the vendor
solution space has continued to change in ways that makes choosing the right solution for your
organization an even more complicated decision.
The Cast Of CRM Characters Continues To Evolve
The CRM applications vendor space has gone through a period of considerable turmoil during the
past 36 months. The dust is still settling as the vendors continue to jockey for position in a market
expected to grow by more than 25% from $8.6 billion in 2007 to $10.9 billion by 2010.1 What does
this all mean for CRM business process and applications professionals? To make the right CRM
solution investment and/or application upgrade decisions, you must navigate:
· A revolving door of products and vendors. In a virtual game of capture the flag, larger players
have acquired smaller vendors to gain access to customers and fill in product gaps. For example,
Oracle completed its acquisition of PeopleSoft in early 2005 and then swallowed Siebel in early
2006. SSA Global acquired Epiphany in August 2005 and was, in turn, acquired by Infor in mid-
2006. M2M Holdings acquired Onyx in August 2006, renamed itself Consona, and then acquired
KNOVA in March 2007. In April 2007, CDC Software acquired Saratoga Systems, and in April
2008, Graham Technology become part of the Sword Group and was rebranded as ciboodle.
· More choices for enterprise-class organizations. CRM vendors that have traditionally served
midmarket organizations are using modern architectures and new deployment options to gain a
stronger foothold with enterprise-class organizations. Examples include Consona’s Onyx CRM —
which offers a flexible, business process-centric architecture — and RightNow Technologies and
salesforce.com, which are pioneering CRM SaaS deployment. Microsoft is trying to exploit its
desktop applications hegemony advantage in large enterprises and promote its now more robust
business applications to this sector.2 Chordiant Software and Pegasystems are gaining traction
with CRM capabilities that leverage underlying business process management (BPM) platforms
and advanced customer-interaction rules and business intelligence.
· Different approaches to improved usability. This desire for more user-friendly applications
is driving interest in CRM application upgrades as vendors make better UIs available in new
releases. For example, the new UI for SAP CRM 2007 has been completely re-architected to
support varying user roles and has “iGoogle”-like flexibility, with drag-and-drop personalization
embedded across the entire solution. The Oracle Siebel 8.1 UI can also be highly personalized,
uses embedded analytics, and is task-driven. And the Microsoft Dynamics CRM look-and-feel
itself resembles a familiar tool: Microsoft Office Outlook.
· SaaS and open source options and challenges. As of late 2007, SaaS adoption by large
enterprises is now is 16%, up sharply from the previous year’s 12%, and CRM is one of the
August 29, 2008 | Updated: September 2, 2008 © 2008, Forrester Research, Inc. Reproduction Prohibited
The Forrester Wave™: Enterprise CRM Suites, Q3 2008 3
For Business Process & Applications Professionals
categories of highest interest for SaaS buyers.3 Vendors like BLUEROADS, NetSuite, RightNow
Technologies, and salesforce.com have pioneered as SaaS pure plays, and now traditional CRM
vendors have responded with their own SaaS offerings like Siebel’s — now Oracle’s — CRM On
Demand and SAP’s CRM on-demand solution. Microsoft now offers a SaaS option, Microsoft
Dynamics CRM Online. Sage Software offers SageCRM as both an on-premise and SaaS
solution, and SugarCRM now offers a SaaS version of its open source solution development
model.4 In fact, many CRM vendors now offer a variety of “on-demand” deployment models:
multi-tenancy, private hosting, and hosting of traditional on-premise solutions. Some also offer
“hybrid” deployment: a SaaS solution integrated with an on-premise version.
· New approaches to upgrading customer data integration (CDI) and intelligence. By
combining operational data, streamlining customer data management processes, and presenting
a single view of the customer, CDI allows CRM professionals to manage compliance, improve
customer interaction efficiencies, and focus on customer experience management. For instance,
retailers and financial services firms that rely on data from many source systems use CDI
software from DWL and Oracle to consolidate and deliver customer information to and from
call centers, branch offices, back-end administrative systems, and Web sites to support cross-
sell and upsell activities.5 The importance being placed by vendors on enhancing their data
integration and business intelligence capabilities is underscored by SAP’s late 2007 acquisition of
Business Objects and Oracle’s early 2008 acquisition of Hyperion.
· Various mobile CRM solutions — with different price tags. In a recent survey, we found that
nearly 50% of enterprises were piloting, rolling out, or currently using mobile applications for
sales. Similarly, more than 40% of small and medium-size businesses (SMBs) were piloting,
rolling out, or were using mobile applications to support their sales apps. Many CRM vendors
offer mobile sales solutions as extensions of their CRM applications.6 Cross-market solution
providers like Microsoft, Oracle, salesforce.com, and SAP offer apps that can be used on
handhelds as part of their CRM solutions. Midmarket-centric vendors like FrontRange Solutions
(with its GoldMine offering), Maximizer Software, and Sage Software also offer solutions that
work on a variety of handheld devices. These handheld sales solutions are natural extensions of
the CRM applications that the vendors provide. But sales and IT leaders still struggle to
understand the complexities of the vastly different mobile sales options and architectures.
· Emerging social consumer behavior. CRM professionals must find innovative ways to engage
with emerging “social consumers”, enrich the customer experience through community-based
interactions, and architect solutions that are flexible and foster strong intra-organization and
customer collaboration.7 This new trend has number of names: CRM 2.0, social CRM, and
collaborative CRM. Vendors like Oracle’s Siebel and Oracle CRM On Demand are just now
starting to offer solution enhancements based on social technologies. SAP has plans to enhance
its use of social technology solutions for CRM, and Chordiant offers “Chordiant Mesh”, a
collaborative — social — environment for working closely with its own customers.
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008
4 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
· Niche solutions to fill gaps. Notwithstanding the trend toward consolidation of CRM vendors
into suite solutions, specialty players continue to innovate by offering new functionality for
special requirements — for example, BLUEROADS offers partner channel management through
the SaaS deployment model. Additionally, in the contact center/eService sector, eGain, KANA,
KNOVA (acquired by Consona), and Talisma offer unique capabilities.
The Three Types Of CRM Vendors To Consider
As a buyer considering CRM solutions, you have three groups to choose from (see Figure 1):
· Enterprise CRM suites. This category comprises vendor solutions primarily targeted toward
organizations with revenues of more than $1 billion per year and/or more than 1,000 employees.
CRM vendors focused on the enterprise-class organizations typically offer a full range of
functionalities, can scale to serve large user populations, and offer support for multiple languages
and countries. They offer their products primarily through the traditional on-premise license
model. However, many of the leading players now also offer hosted and SaaS deployment options.
· Midmarket CRM suites. This category comprises vendor solutions primarily targeted toward
the SMB market — organizations with revenues of less than $1 billion per year and/or less
than 1,000 employees. CRM vendors in this group also offer a breadth of CRM functionalities,
but these often have more limited capabilities in specific areas and are simpler to use than
solutions built for the enterprise market. These vendors are less suitable for large-scale global
deployments. Vendors in this group also offer a variety of deployment options, including on-
premise licensed, hosted, and SaaS. A number of vendors in this category have upgraded their
solutions to be more suitable to enterprise-class buyers and are gaining acceptance in that
segment as well.
· CRM specialty tools. This category comprises vendors that offer solutions with narrow
functional breadth but deep specialty capabilities, for both enterprise and midmarket
organizations. Specialty CRM tools are available for marketing automation, sales force
automation (SFA), customer service, partner channel management and collaboration, customer
analytics, and customer data management.
August 29, 2008 | Updated: September 2, 2008 © 2008, Forrester Research, Inc. Reproduction Prohibited
The Forrester Wave™: Enterprise CRM Suites, Q3 2008 5
For Business Process & Applications Professionals
Figure 1 Types Of CRM Solutions
Enterprise CRM suites CRM specialty tools
CRM suites appropriate for firms with revenues of Analytics tools:
$1 billion a year or more and/or 1,000 employees • SPSS Predictive Analytics
or more
• Amdocs CES Customer Management Customer data management tools:
• Chordiant Software Cx Suite • D&B Purisma’s Purisma Data Hub
• ciboodle • IBM InfoSphere MDM Server
• Consona’s Onyx CRM* • Initiate Master Data Service
• Infor CRM Epiphany • Oracle’s Customer Data Hub
• Microsoft Dynamics CRM* • Oracle’s Siebel Universal Customer Master
• Oracle CRM On Demand* • SAP NetWeaver MDM
• Oracle’s E-Business Suite CRM • SAS DataFlux’s CDI Solution
• Oracle’s PeopleSoft CRM • Siperian MDM Hub
• Oracle’s Siebel • Sun Master Data Management Suite
• Pegasystems’ Customer Process Manager
• RightNow CRM* Customer service tools:
• salesforce* • Consona’s KNOVA Service Resolution
• SAP CRM Management Suite
• eGain Service
Midmarket CRM suites • Genesys Telecommunications Lab’s CIM
Platform
CRM suites appropriate for firms with revenues
less than $1 billion a year and/or less than • InQuira’s Customer Experience Platform
1,000 employees • KANA Suite
• LivePerson’s Enterprise Platform
• CDC Software’s Pivotal CRM
• Numara FootPrint’s for eService
• Consona’s Onyx CRM*
• Talisma CIM
• Entellium’s eSalesforce, Rave, eCustomer Center
• FrontRange Solutions’ GoldMine Enterprise Edition Marketing automation tools:
• Maximizer CRM
• Alterian Marketing Suite
• Microsoft Dynamics CRM*
• Aprimo Enterprise
• NetSuite
• SAS’ Customer Intelligence Platform
• Oracle CRM On Demand*
• Teradata Customer Management
• Oracle’s Siebel CRM Professional Edition
• Unica’s Affinium Marketing Management
• RightNow CRM*
• Sage CRM Partner channel management and
• Sage SalesLogix collaboration tools:
• BLUEROADS
• salesforce*
• Click Commerce’s eCommerce Suite
• Selligent X@
• Sugar Enterprise Sales force automation tools:
• CDC Software’s Saratoga
*These vendors have a significant base of both enterprise and midmarket customers.
Source: Forrester Research, Inc.
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008
6 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
ENTERPRISE CRM SUITES EVALUATION OVERVIEW
To assess the state of the CRM market and see how the vendors stack up against each other, Forrester
evaluated the strengths and weaknesses of top CRM vendors — including enterprise suite and
midmarket suite vendors — across 516 criteria. We then applied two sets of criteria weightings: one
appropriate for large, enterprise-class deployments and another focused on midmarket priorities.8
The following assessment will help you see how the 14 enterprise CRM suite products that we
evaluated stack up against each other.
Buyers Focus On Current Offering, Future Vision, And Strength Of Install Base
After examining past research, user need assessments, and vendor and expert interviews, we
developed a comprehensive set of evaluation criteria (see Figure 2). We evaluated vendors against
516 criteria, which we grouped into three high-level categories:
· Current offering. We looked at the breadth of vendors’ product offering(s), global capabilities,
and adaptation to specific industry requirements. We evaluated vendor customer data
management abilities and usability, and took into consideration cost and the strength of vendors’
technology platform and tools.
· Strategy. We looked at the strength of the vendors’ product strategy and vision and how they
intend to be leaders in the enterprise CRM market. An important set of criteria focuses on
the methods vendors use to deliver a satisfactory application ownership experience to their
customers and how long it takes customers to realize value from their solution.
· Market presence. We gauged the size of the vendors’ customer base in the enterprise CRM
segment and evaluated the depth of human and financial resources available to enhance their
products and serve customers.
Vendors Offer A Breadth Of Capabilities For Complex Enterprises
We included 14 solutions in our assessment of enterprise CRM suites: Amdocs CES Customer
Manager, Chordiant Software Cx Suite, ciboodle, Infor CRM Epiphany, Microsoft Dynamics CRM,
Onyx CRM, Oracle CRM On Demand, Oracle E-Business Suite CRM, Pegasystems Customer
Process Manager, PeopleSoft CRM, RightNow CRM, salesforce, SAP CRM, and Siebel (see Figure 3).
Each of these vendors:
· Offers a multifunctional CRM applications suite. Each vendor included in this Forrester
Wave has functionality in a minimum of three of the following CRM subdisciplines and tools:
marketing, sales force automation, customer service, field service, partner channel management,
eCommerce, customer analytics, and customer data management.
August 29, 2008 | Updated: September 2, 2008 © 2008, Forrester Research, Inc. Reproduction Prohibited
The Forrester Wave™: Enterprise CRM Suites, Q3 2008 7
For Business Process & Applications Professionals
· Targets large enterprises with complex requirements. The vendors we included focus on,
and have references with, enterprise-class organizations with complex requirements. These
requirements include the ability to scale on a global basis, manage end-to-end business process,
integrate into complex legacy environments, and manage large volumes of customer and related
data.
· Offers a product in now general release and use by customers. The vendors we included have
a specific solution (release) that was generally available at the time of data collection for this
evaluation with at least three references available for contact.
Figure 2 Evaluated Vendors: Product And Selection Criteria
Product version Version
Vendor Product evaluated evaluated release date
Amdocs Amdocs CES Customer Management 7.5 January 2008
Chordiant Software Chordiant Software Cx Suite Chordiant FDN 6.1, MD, CDM December 2007
ciboodle ciboodle 2.7 April 2008
Consona CRM Onyx CRM OEP 6.0 September 2006
Infor Infor CRM Epiphany 7 May 2008
Microsoft Microsoft Dynamics CRM 4.0 December 2007
Oracle Oracle CRM On Demand Release 15 March 2008
Oracle E-Business Suite CRM R12 2007
Oracle PeopleSoft CRM 9.0 August 2006
Oracle Siebel 8.1 2008
Pegasystems Customer Process Manager 5.2.3 April 2008
RightNow Technologies RightNow CRM February ‘08 February 2008
salesforce.com salesforce Summer ’08 May 2008
SAP SAP CRM SAP CRM 2007 March 2008
Vendor selection criteria
The vendor offers a multifunctional CRM applications suite, comprising three or more CRM subdisciplines.
The vendor targets enterprise-class organizations with complex business requirements.
The solution was generally available at the time of data collection for this evaluation with at least three
references available for contact.
Source: Forrester Research, Inc.
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008
8 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
Figure 3 Forrester Wave™: Enterprise CRM Suites, Q3 ’08
Risky Strong
Bets Contenders Performers Leaders
Strong
Oracle
E-Business Oracle Siebel
Suite CRM Go online to download
SAP the Forrester Wave tool
Oracle for more detailed product
PeopleSoft Microsoft
CRM evaluations, feature
Oracle CRM salesforce
On Demand comparisons, and
.com
customizable rankings.
Consona CRM Pegasystems RightNow
Infor ciboodle Technologies
Current
offering Amdocs
Chordiant
Software
Market presence
Full vendor participation
Weak
Weak Strategy Strong
Source: Forrester Research, Inc.
August 29, 2008 | Updated: September 2, 2008 © 2008, Forrester Research, Inc. Reproduction Prohibited
The Forrester Wave™: Enterprise CRM Suites, Q3 2008 9
For Business Process & Applications Professionals
Figure 3 Forrester Wave™: Enterprise CRM Suites Q3 ’08 (Cont.)
Oracle E-Business Suite CRM
Oracle CRM On Demand
Chordiant Software
Consona CRM
Weighting
Forrester’s
Microsoft
ciboodle
Amdocs
Infor
CURRENT OFFERING 50% 2.40 2.37 2.68 2.89 2.69 3.56 3.33 3.71
Sales 5% 2.93 2.71 2.58 3.60 3.31 4.75 4.11 4.49
Marketing 5% 1.08 3.45 1.39 2.77 2.79 2.91 2.77 3.95
Customer service 5% 2.77 3.63 3.69 3.63 2.77 3.01 3.11 3.73
Field service 5% 2.69 0.00 1.49 1.09 0.07 2.32 0.83 4.52
eCommerce 5% 1.87 1.50 0.89 0.53 2.36 1.47 0.15 2.98
Partner channel management 5% 0.69 0.12 0.83 1.92 0.95 1.88 2.89 4.07
Analytics 10% 1.54 2.44 1.59 2.60 3.00 3.33 2.89 3.89
Customer data management 10% 1.94 1.58 2.38 2.61 1.67 3.31 2.81 3.37
Internationalization 5% 3.35 2.00 3.02 3.68 4.01 5.00 4.01 4.67
Industry business process support 5% 2.22 1.35 1.45 1.59 1.02 1.12 1.52 3.01
Architecture and platform 15% 3.31 3.71 4.29 3.56 3.39 4.16 4.41 3.68
Usability 20% 2.83 2.63 3.73 3.83 3.50 4.80 4.47 3.60
Cost 5% 2.25 2.85 2.45 2.60 3.00 3.80 4.60 2.80
STRATEGY 50% 2.27 3.12 3.36 2.96 2.99 4.44 4.05 3.04
Time-to-value 20% 1.00 3.00 5.00 3.00 3.00 5.00 5.00 1.00
Product strategy 30% 2.10 3.00 3.00 3.00 3.00 5.00 4.10 3.20
Application ownership experience 20% 4.05 2.40 3.46 3.31 3.34 4.60 4.15 4.30
Corporate strategy 30% 2.10 3.80 2.55 2.65 2.75 3.40 3.30 3.40
MARKET PRESENCE 0% 3.53 1.65 1.30 2.00 2.58 3.40 2.20 3.25
Customer base 80% 3.50 1.50 1.00 2.00 2.50 3.00 1.50 3.00
Employees 10% 4.75 1.50 1.50 1.50 3.25 5.00 5.00 5.00
Financial performance 10% 2.50 3.00 3.50 2.50 2.50 5.00 5.00 3.50
All scores are based on a scale of 0 (weak) to 5 (strong).
Source: Forrester Research, Inc.
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008
10 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
Figure 3 Forrester Wave™: Enterprise CRM Suites Q3 ’08 (Cont.)
RightNow Technologies
Oracle PeopleSoft CRM
salesforce.com
Oracle Siebel
Pegasystems
Weighting
Forrester’s
SAP
CURRENT OFFERING 50% 3.71 4.27 2.91 3.25 3.33 4.10
Sales 5% 4.03 4.65 3.72 3.85 4.57 4.92
Marketing 5% 3.45 4.41 1.88 3.13 2.19 3.48
Customer service 5% 3.90 4.32 4.15 4.35 3.26 3.59
Field service 5% 2.70 4.50 0.00 0.27 2.26 4.00
eCommerce 5% 2.53 3.71 0.27 1.00 0.44 4.18
Partner channel management 5% 3.46 4.91 1.25 2.80 3.95 4.66
Analytics 10% 4.02 4.66 3.48 3.49 1.86 3.96
Customer data management 10% 3.43 4.03 2.31 2.68 2.36 3.57
Internationalization 5% 4.67 4.67 4.01 4.34 3.68 5.00
Industry business process support 5% 3.34 4.14 1.30 2.34 1.71 4.52
Architecture and platform 15% 4.08 4.53 4.66 4.05 4.04 4.49
Usability 20% 4.16 4.27 3.27 3.57 4.87 4.17
Cost 5% 2.40 2.00 3.00 4.20 4.60 2.50
STRATEGY 50% 2.99 3.95 3.10 4.19 4.17 4.19
Time-to-value 20% 1.00 1.00 3.00 5.00 5.00 2.00
Product strategy 30% 3.00 5.00 3.00 4.10 4.10 4.80
Application ownership experience 20% 4.35 4.29 3.48 4.25 4.32 4.25
Corporate strategy 30% 3.40 4.65 3.00 3.70 3.60 5.00
MARKET PRESENCE 0% 3.25 4.90 1.90 1.80 4.00 4.10
Customer base 80% 3.00 5.00 1.50 1.50 4.00 4.00
Employees 10% 5.00 5.00 3.00 3.00 3.00 5.00
Financial performance 10% 3.50 4.00 4.00 3.00 5.00 4.00
All scores are based on a scale of 0 (weak) to 5 (strong).
Source: Forrester Research, Inc.
THE RESULTS: ENTERPRISE BUYERS HAVE MANY CHOICES TO SIFT THROUGH
The evaluation uncovered a market in which:
· Oracle’s Siebel and SAP CRM still offer the most complete solutions with better usability.
During the past three years, SAP has worked steadily to fill out its CRM offering, resulting in
end-to-end process integration support that no longer comes at the expense of missing CRM
August 29, 2008 | Updated: September 2, 2008 © 2008, Forrester Research, Inc. Reproduction Prohibited
The Forrester Wave™: Enterprise CRM Suites, Q3 2008 11
For Business Process & Applications Professionals
functionality. Meanwhile, Oracle has promoted the Siebel product and brand as its most fully
featured solution, with a breadth and depth of functionality for many industry verticals. In their
most current releases, both vendors have moved to address a primary complaint of buyers: poor
usability. Siebel 8.1 features the Siebel User Interface, which can be highly personalized, uses
embedded analytics, and is task-driven. SAP CRM 2007’s UI is flexible to support varying roles.
The product offers drag-and-drop personalization embedded across the entire solution, which
allows any section of any page to be rearranged by the end user.
· Microsoft, salesforce, RightNow, and Oracle CRM On Demand prove enterprise credibility.
The top two vendors are being chased by a pack of strong players, who have now proven
their ability to serve enterprise-class organizations. RightNow and salesforce.com, which are
SaaS solutions, are much faster to deploy, and easier to change, than traditional on-premise
offerings; Microsoft recently launched its own SaaS solution, Microsoft Dynamics CRM
Online; and Oracle CRM On Demand is gaining traction in the market as a SaaS companion to
Oracle’s Siebel. Although these players are not fully featured across the board, they are gaining
acceptance from enterprise buyers looking for fast time-to-value solutions.
· Oracle E-Business Suite and Oracle PeopleSoft CRM are good options for ERP customers.
Oracle continues to support two other important CRM customer franchises. Oracle E-Business
Suite (EBS) customers are attracted to the benefits of EBS CRM’s ease of integration into the rest
of the Oracle EBS suite. Similarly, companies currently using PeopleSoft products are attracted
to PeopleSoft CRM for its integration benefits. Both products offer strong capabilities across the
broad footprint of most CRM functionalities, including marketing, sales, service, field service,
and partner channel management, but they are less robust for customer data management and
eCommerce.
· Amdocs, Chordiant, ciboodle, and Pegasystems fill process gaps. As enterprises begin to
understand the importance of truly integrating end-to-end customer-facing processes from
front office to back office, they are turning to solutions with native BPM capabilities that
can support highly unique — and flexible — process flows. Pegasystems offers robust BPM
capabilities. Upstart ciboodle (formerly Graham Technology) has pushed into the CRM market
with focus on the intersection of business process modeling, customer service, and customer
interaction management. Chordiant offers a process-centric platform combined with advanced
decisioning tools to orchestrate multichannel interactions. Amdocs has achieved success in
the telecommunications sector by integrating customer service management processes with
customer billing, using its deep professional services capabilities to achieve process integration.
· Infor CRM Epiphany and Consona’s Onyx CRM work to regain market momentum. Both
Epiphany and Onyx have languished in recent years due in part to buyer concerns about the long-
term viability of these two products. Epiphany was acquired by Infor and is now being
repromoted to the market as Infor CRM Epiphany. Infor, a $2 billion global company, has made
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008
12 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
For Business Process & Applications Professionals
investments in the product to make it easier to integrate with Infor’s ERP solutions and has added
marketing resource management (MRM) capabilities. Similarly, the acquisition of Onyx by
Consona, a $100 million company, means that buyers can have more confidence in vendor
viability when considering the benefits of Onyx’s modern process-centric and Microsoft-oriented
architecture. And Consona anticipates announcing a major product revamp in early 2009.
This evaluation of the enterprise CRM suites market is intended to be a starting point only. We
encourage readers to view detailed product evaluations and adapt the criteria weightings to fit their
individual needs through the Forrester Wave Excel-based vendor comparison tool.
VENDOR PROFILES
Leaders: A Range Of Solutions To Fit Different Needs
· SAP CRM continues to improve functionality and usability for the SAP user community.
SAP views customer relationship management as a mission-critical business strategy in order to
gain persistent competitive advantage, ultimately leading to sustainable, profitable growth. To
meet this need, SAP has steadily built out comprehensive functionality focused on improving
usability and deepening support for strategic business processes as part of the SAP Business
Suite. With the release of SAP CRM 2007, the vendor offers a product that is strong across the
board for sales, marketing, partner channel management, customer service, and analytics. But
it offers less robust support for customer data management requirements. SAP CRM 2007 now
features a very strong user interface. Particular strengths include ease of use, icons and cues that
are consistent with standards, and a UI that supports multiple user roles and channels.
SAP CRM offers some deployment flexibility through its SaaS CRM solution. However, the SaaS
product supports only a limited subset of capabilities compared with the on-premise version.
These include core sales, service, and marketing functionality, supporting end-to-end business
processes with integration to SAP ERP. The on-premise product can scale to support global
deployments and offers many industry-specific process solutions. Cost, complexity, and lengthy
implementation schedules have been drawbacks in the past, however the new SAP CRM 2007 is
making progress on this front. SAP has seen initial results with quick deployments of SAP CRM
2007. SAP CRM is best suited for global buyers committed to SAP and its ERP platform who
need to support end-to-end industry processes.
· Oracle’s Siebel maintains a lead in across-the-board best-in-class CRM functionality.
Oracle is intent on sustaining Siebel’s leadership position in the CRM market. In addition to
Oracle’s Siebel for enterprise customers, the product family also includes Oracle’s Siebel CRM
Professional Edition for the midmarket and Oracle CRM On Demand. Oracle’s Siebel vision
is to provide robust capabilities that empower users to better address customer needs, enable
businesses to be more responsive to growth, and create a superior ownership experience for the
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enterprise. The Siebel product for enterprise-class customers has achieved best-of-breed status
for most CRM functionalities, with the exception of eCommerce. Usability has been improved
through Siebel Task UI, a wizard-style interface where the user is driven through the flow by
navigating via a “next,” “previous,” “pause,” and “cancel” toolbar.
Siebel offers deployment flexibility through its sister solution Oracle CRM On Demand, with
whom it shares a common code base. Oracle Siebel boasts good industry-vertical adaptations
that are increasingly being integrated with other Oracle products to offer end-to-end industry
solutions. For example, Siebel 8.1 features application integration architecture (AIA) process
integration packs (PIPs) that enable the integration of business processes between Siebel CRM
and other Oracle applications. Application complexity, high cost, and lengthy implementation
schedules are drawbacks. However, Oracle Siebel is working to address this concern and has
introduced enhancements to improve time-to-value in its latest release. The product is best
suited for buyers who value advanced functionality tailored for specific industries, customer
insight through strong analytics and customer data management, and the ability to support
global organizations.
· Microsoft Dynamics CRM shines by offering flexibility to enterprise buyers. Microsoft is
trying to exploit its desktop applications strength in large enterprises and promote its now-more-
robust business applications to this sector. Its strategy for growth is to offer buyers a choice of
both on-premise and SaaS service deployment, a flexible user interface, a choice of payment
options, and a strong partner community. Buyer interest in Microsoft solutions is high in the
SMB market and is growing in the enterprise segment. The product provides sound, but not
industry-leading, capabilities in sales, marketing, and customer service, but it is weaker in
eCommerce, partner channel management, and field service.
Buyers have a full range of deployment options: on-premise, SaaS, on-premise hosted, or hybrid.
The solution’s code is the same regardless of deployment choice, so migration from one
deployment type to another is relatively easy. There are no industry-specific solution sets,
although Microsoft is working with its extensive network of ISVs to develop industry solutions
on the Microsoft Dynamics platform. Enterprise buyers will be attracted to Microsoft Dynamics
CRM if they have made a commitment to a Microsoft infrastructure in order to lower their TCO
in buying and managing business technologies. Buyers also like Microsoft Dynamics CRM’s
usability, lower price, and its quick time-to-value compared with traditional CRM applications.
· Salesforce proves the credibility of SaaS for enterprise-class organizations. Salesforce.com is
growing quickly by making CRM solutions available through the SaaS deployment model. The
company’s strategy for growth in the CRM solutions sector is to focus on helping companies
that want to roll out business solutions quickly while minimizing their overall IT risks and
implementation costs. The San Francisco-based company claims to have grown its customer
base to more than 45,000 and is gaining ground in attracting enterprise-class organizations to
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its solution, in addition to its strength in the SMB sector. The salesforce application is an easy-
to-use tool with deep SFA capabilities. The product also boasts strong functionality in partner
relationship management and sound support for customer service. Where the solution is weaker,
however, is in support for marketing, field service, customer analytics, and eCommerce.
The application is built on top of a modern architecture, allowing for robust scalability, reliability
and availability, and openness to connect to other applications via Web services. However, the
product is only available in SaaS deployment, so organizations selecting salesforce must be
committed to the SaaS deployment model. It lacks industry-specific vertical solutions, with
the exception of Wealth Management in the financial services segment. Along these lines, the
vendor relies on its partner ecosystem (AppExchange) to complement its shortcomings in the
areas where the application is not robust. Salesforce is an application best suited for businesses
that are looking for an easy-to-use, rapidly deployable sales management and customer service
CRM application, and who are committed to the SaaS as deployment approach.
· RightNow CRM remains focused on improving the customer experience for B2C
enterprises. RightNow Technologies is gaining success by offering a CRM suite solution
available through the SaaS deployment model. The company’s mission is to help companies
grow their businesses by delivering improved customer experiences while lowering operating
costs. This core concept of enabling customers to compete on customer experience has been
RightNow’s guiding principle since inception. RightNow CRM’s key strengths are customer
service and internationalization. Its low upfront application costs are attractive to businesses
that are hesitant to commit large amounts of capital to a CRM solution. Drawbacks to the
solution, however, are weak support for field service and eCommerce.
Although the vast majority of customers select RightNow CRM in SaaS deployment, the product is
also available in on-premise deployment and the code base is the same — allowing buyers the
flexibility to migrate from one deployment method to another. RightNow provides very strong
support for the CRM processes in the public sector and sound support for the retail sector, but it
lacks support for industry-specific CRM processes for most other sectors. Customer references
report high levels of satisfaction with the company and the solution. It is best suited for B2C
organizations in need of a customer-service-centric CRM suite solution with a rapid time-to-value.
· Oracle CRM On Demand offers expanded functionality and CRM 2.0 capabilities. This
product has achieved success in the market by offering the same benefits as other CRM SaaS
solutions: quick time-to-value, usability, and low upfront costs. This value proposition is
attractive to SMB buyers and is finding increasing acceptance in units of enterprise-class
organizations. Product functionality has been enhanced during the last 18 months. It has
very strong SFA capabilities and provides sound support for marketing, partner channel
management, customer service, and analytics. But it lacks field service and eCommerce
capabilities. Oracle CRM is innovating with new capabilities such as social CRM (Fusion Edge
applications) to increase collaboration, innovation, and adoption of CRM within organizations.
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In combination with its sister products, Oracle’s Siebel and Siebel CRM Professional Edition,
Oracle CRM On Demand lets customers choose among enterprise-grade SaaS, hosted, packaged,
and SOA-based component applications. The product generally does not offer industry-specific
solutions. However, the vendor has plans to add more vertical industry capabilities in the future.
Oracle CRM On Demand is best suited for businesses that want a SaaS deployment method and
that are committed to the Oracle platform and Oracle technologies.
Strong Performers: Business Process Integration
· Oracle’s E-Business Suite CRM delivers integration benefits. Oracle’s E-Business Suite, a
comprehensive enterprise application suite, includes a broad range of CRM capabilities. Its vision
for growing in the CRM sector is to offer incremental improvements to features and functions
and emphasize its fit for companies that desire the simplicity and lower total cost of ownership of
a suite of front- and back-office applications. The EBS CRM solution provides capabilities across
all major CRM functionalities. It is strong in sales, field service, and partner channel
management, and it has the ability to scale for global deployments. Areas of relative weakness
include eCommerce and customer data management. Oracle is investing heavily in a next-
generation product strategy, Fusion Applications, to fully modernize its technology architecture.
The solution offers on-premise, or on-premise hosted, deployment options; however, it does not
offer a SaaS deployment alternative. The solution provides sound support for industry-specific
CRM business processes. For example, it provides very strong support for the manufacturing,
high-tech, and retail sectors. On the other hand, it provides weak support for the finance and
insurance sector business processes. E-Business Suite CRM is best suited for buyers committed
to Oracle for platform and applications that need comprehensive multinational capabilities.
· Oracle’s PeopleSoft CRM keys on integration advantages. Oracle’s PeopleSoft CRM product
line has a significant base of loyal customers who value the integration benefits and usability
of PeopleSoft’s HR and ERP suite. Through delivered integration to Oracle applications and
technologies, Oracle’s vision for PeopleSoft products to continue to help customers join together
business processes. Oracle’s PeopleSoft CRM solution offers a broad range of functionality
across all the major components of CRM, with particular strengths in sales, customer service,
and analytics. It has less robust, but sound, capability for marketing, field service, eCommerce,
and customer data management.
The solution does not offer a SaaS deployment option. It provides very strong support
for the public sector, particularly education, and strong support for the utilities and
telecommunications sectors. PeopleSoft CRM is well suited for existing PeopleSoft customers
who need a broad-based CRM platform to build on.
· Consona’s Onyx CRM builds UI and product feature enhancements. Onyx was one of the
first enterprise CRM solutions to adopt a flexible, three-tier architecture with tight alignment to
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Microsoft technologies and to include native BPM capabilities. The company was taken private
by Consona Corporation (formerly M2M) in August 2006, which has helped to allay buyer
concerns about the long-term viability of the product and company. The corporate strategy
for Consona CRM is to focus on remaining a financially stable and profitable vendor for its
customers, and on increasing the service and value it provides to its current customer base.
The product’s key strengths center on usability, internationalization, customer service, SFA,
and architecture. Conversely, the product’s primary weaknesses are in eCommerce and field
service. Consona is pursuing ongoing research and design activities to develop Onyx CRM’s
next-generation UI, and acquired KNOVA, a suite of self-service, contact center, forums, and
help desk applications, in early 2007, The next release of Onyx CRM, planned for Q1 2009, is
expected to be the most feature-rich release in the product’s history.
The solution is available through both on-premise and hosted on-premise deployment models;
however, there is no SaaS deployment option. It provides sound support for selected CRM
processes in the finance and insurance, utility, and public sectors, but the solution generally does
not offer industry-specific capabilities. Onyx CRM is best suited for buyers who want a flexible
CRM solution — with BPM capabilities — that leverages Microsoft infrastructure technologies.
· Pegasystems Customer Process Manager offers a dynamic business process platform. In
the past, Pegasystems has been viewed by most buyers as a pure-play leader in the human-
centric business process management suites (BPMS) market.9 Now, through its CRM offering,
Pegasystems offers specific support for customer-facing processes. Pegasystems’ strategy for
growth is to lead the process-centric CRM market with solutions and methodologies that enable
business agility. Its greatest strengths are its comprehensive architecture and BPM platform,
which orchestrates highly dynamic business procedures. Customer Process Manager offers
sound solutions sales, customer service, and analytics, but its packaged CRM functionality is
limited in the areas of marketing, field service, and customer data management.
The solution is offered through both an on-premise and hosted on-premise deployment
methods, but there is no SaaS option. Pegasystems generally does not offer industry-specific
solutions; however, it provides strong support for selected processes in the finance and
insurance industry, healthcare, and the public sector. Customer Process Manager is best suited
for buyers — especially in financial services and healthcare organizations — who want to
strengthen their ability to support rules-based customer sales and service processes.
· ciboodle offers BPM strengths for orchestrating customer interactions. Formerly Graham
Technology, ciboodle was acquired by the Sword Group in April 2008. Under its former name,
the company had achieved a growing reputation as a leader in the field of customer interaction
management, with focus on contact centers.10 The company continues to focus on the
intersection of business process modeling with customer service, but ciboodle is now expanding
its functional footprint to compete in the CRM enterprise suites arena. Its goal is to become the
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preferred provider of customer interaction management software for specific consumer-centric
markets: financial services, telco, utilities and retail. The solution’s value proposition rests on
the ciboodle Process Platform to support enterprise-scale organizational agility. The product
provides strong support for customer service but generally weaker support for other functional
areas of CRM such as sales, marketing field service, analytics, and customer data management.
The solution does not offer a SaaS deployment option or industry vertical solutions. It’s a good
fit for buyers who are looking for a vendor that can bring business process acumen to solving
customer-service centric CRM challenges.
· Infor CRM Epiphany offers marketing strengths and integration with Infor ERP solutions.
The Infor CRM solution is based primarily on the functionality of Epiphany, a product
Infor acquired through its acquisition of SSA in mid-2006 (SSA had acquired Epiphany in
August 2005). The Infor CRM Epiphany strategy for growth focuses primarily on enhancing
marketing applications for use by nontechnical people in the financial services, insurance,
telecommunications, retail, hospitality, travel, leisure, and manufacturing industries, and on
building pre-integrations with Infor ERP solutions. Infor CRM Epiphany’s primary strengths
are its marketing applications that support users who want to launch customized and highly
targeted campaigns quickly and easily. In May 2008, Infor CRM Epiphany launched an MRM
solution. The product offers sound capabilities across other functional areas of CRM, including
sales, customer service, and analytics, but provides minimal support for partner channel
management, eCommerce, and customer data management.
Infor CRM Epiphany does not offer a SaaS deployment option or industry-specific solutions.
The solution is best suited for buyers who need strength in marketing campaign management
and inbound marketing, including interaction management and analytics.
· Chordiant Software Cx Suite excels as an evangelist for customer experience management.
Chordiant has built upon a BPM-oriented platform to focus on the needs of companies in three
core verticals — telco, insurance/healthcare, and financial services — that all need to orchestrate
thousands of multichannel customer interactions each day. Chordiant’s decision management
tools let companies analyze data from many customer touchpoints so that they can understand
outcomes and apply rules to improve each interaction. Chordiant Software Cx Suite provides
strong support for marketing and customer service. Support for sales functionality is sound, but it
lacks capabilities in other CRM functional areas such as field service, analytics, and customer data
management. Future product enhancements for Cx Suite will focus on building upon centralized
decisioning capabilities, primarily for outbound communications and inbound marketing.
The product does not offer a SaaS deployment option. It provides strong support for finance and
insurance/healthcare CRM processes but does not offer solutions specifically for other industry
verticals such as the manufacturing sector. But a unique feature of the solution is the Chordiant
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18 The Forrester Wave™: Enterprise CRM Suites, Q3 2008
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Mesh collaborative development environment offered to customers to foster co-development of
solutions that are highly tuned to specific industry requirements. Chordiant Cx Suite is good fit
for very large B2C-centric organizations, with complex customer interaction channels, that are
looking for the means to coordinate an intentional and consistent customer experience at every
point of contact.
Contenders: Industry Expertise
· Amdocs is a stand-out with integrated customer-centric processes for telecom companies.
Amdocs primary customers are large telecommunications services providers, to which it
offers applications to support billing, CRM, self-service, order management, mediation, and
content revenue management. Amdocs’ vision is to enable customers to realize their integrated
customer management strategies through becoming agile, aligned, and customer-centric. As
the telecommunications service provider market experiences more consolidation, greater
competition from new entrants, and the increasing complexity of quadruple-play offerings,
Amdocs continues to grow its offering of modular integrated software and services across BSS
and OSS. The key strengths of Amdocs CES Customer Management are in customer service
and field service. The company lags behind other vendors in marketing, partner channel
management, analytics, and eCommerce, but it partners with SAS to fill these gaps.
Amdocs does not offer a SaaS deployment option. The company has a large professional services
organization to customize the solution for complex customer environments. Amdocs is best
suited for high-transaction, consumer-intensive industries with complex customer service
requirements — specifically, telecommunications service providers.
SUPPLEMENTAL MATERIAL
Online Resource
The online version of Figure 3 is an Excel-based vendor comparison tool that provides detailed
product evaluations and customizable rankings.
Data Sources Used In This Forrester Wave
Forrester used a combination of three data sources to assess the strengths and weaknesses of each
solution:
· Vendor surveys. Forrester surveyed vendors on their capabilities as they relate to the evaluation
criteria. Once we analyzed the completed vendor surveys, we conducted vendor calls where
necessary to gather details of vendor qualifications.
· Vendor strategy briefings. Forrest conducted briefings with each vendor to learn about
the vendor strategy for participating in the market, its espoused key differentiators, and its
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product development road map for the future. During some briefings, Forrester also received
demonstrations of the vendor’s product functionality to validate details of product capabilities.
· Customer reference survey. To validate product and vendor qualifications, Forrester also
conducted a survey of three to five of each vendor’s current customers. The total number of
customers surveyed was 165.
The Forrester Wave Methodology
We conduct primary research to develop a list of vendors that meet our criteria to be evaluated
in this market. From that initial pool of vendors, we then narrow our final list. We choose these
vendors based on: 1) product fit; 2) customer success; and 3) Forrester client demand. We eliminate
vendors that have limited customer references and products that don’t fit the scope of our evaluation.
After examining past research, user need assessments, and vendor and expert interviews, we develop
the initial evaluation criteria. To evaluate the vendors and their products against our set of criteria, we
gather details of product qualifications through a combination of lab evaluations, questionnaires,
demos, and/or discussions with client references. We send evaluations to the vendors for their review,
and we adjust the evaluations to provide the most accurate view of vendor offerings and strategies.
We set default weightings to reflect our analysis of the needs of large user companies — and/or
other scenarios as outlined in the Forrester Wave document — and then score the vendors based
on a clearly defined scale. These default weightings are intended only as a starting point, and we
encourage readers to adapt the weightings to fit their individual needs through the Excel-based
tool. The final scores generate the graphical depiction of the market based on current offering,
strategy, and market presence. Forrester intends to update vendor evaluations regularly as product
capabilities and vendor strategies evolve.
ENDNOTES
1
As a consequence of the forces that propel enterprise investments in CRM solutions offset by the factors
that create cautious buying attitudes, growth in expenditures for CRM technologies will match the pace
for overall spending on business software applications. See the October 20, 2006, “CRM Market Size And
Forecast, 2006 To 2010” report.
2
Forrester evaluated leading enterprise CRM suites vendors across 493 criteria and found that Oracle’s Siebel
CRM and SAP’s mySAP CRM are the clear Leaders. They offer broad and deep functional capabilities,
industry specialization, and the scalability to support global organizations. Nevertheless, these Leaders are
challenged by a diverse set of Strong Performers. RightNow Technologies and salesforce.com offer software-
as-a-service (SaaS) deployment with excellent usability, low upfront costs, and quick time-to-value, albeit
with some functionality limitations. Meanwhile, Microsoft Dynamics CRM provides a growing breadth
of functionality and the opportunity to leverage the Microsoft platform to lower total cost of ownership
(TCO). See the February 5, 2007, “The Forrester Wave™: Enterprise CRM Suites, Q1 2007” report.
© 2008, Forrester Research, Inc. Reproduction Prohibited August 29, 2008 | Updated: September 2, 2008