The Gartner CRM

G00271753
The Gartner CRM Vendor Guide, 2015

Published: 11 March 2015
Analyst(s): Jim Davies, Ed Thompson, Gareth Herschel, Michael Maoz, Robert P. Desisto, Kimberly Collins,
Joanne M. Correia, Patrick J. Sullivan, Bern Elliot, Twiggy Lo, TJ Singh, Kensuke Kawabe, Chris Fletcher,
Jenny Sussin, Penny Gillespie, Saul Judah, Olive Huang, David Kohler, Rob Dunie, Brian Manusama,
Tad Travis, Jason Daigler
Digital CRM technologies that drive growth and elevate the customer
experience top the list of CEOs' investment priorities for the next five years.
Data and analytics tools that facilitate consistent, contextual interactions
across all communications channels help provide market differentiation.
Key Findings
The CRM software market is projected to grow at a 14.7% compound annual growth rate
(CAGR).
SaaS- or cloud-based deployments represent more than 40% of all CRM deployments, and
they appear set to reach 50% during 2016.
Recommendations
Leverage the Gartner CRM Maturity Model framework to assess your organization's CRM
maturity objectively and to form the basis for your CRM road map. Ensure that CRM programs
are business-driven. Organizations that believe that only a technology investment is needed to
solve their problems are likely to fail.
Leverage mobile, social media and technologies that facilitate enterprise collaboration internally
and externally throughout your CRM products to increase sales, marketing and service
opportunities.
Beware of expectations that everything will be in the cloud, and do not expect to source all
applications that way. Maintain some on-premises skills in-house to be prepared for hybrid
CRM delivery models. Focus on integration skills.
Review "Predicts 2015: CRM Sales" and the Gartner Recommended Reading at the end of this
document for additional perspective.
Table of Contents
Analysis.................................................................................................................................................. 3
Market Forecast: Positive Outlook for CRM, Worldwide, Through 2018............................................ 3
Cool Vendors................................................................................................................................... 5
Cool Vendors, 2014....................................................................................................................6
Cool Vendors, 2013 Through 2006.............................................................................................6
Sales.............................................................................................................................................. 11
Sales Opportunity Management................................................................................................11
Sales Effectiveness................................................................................................................... 15
Sales Performance Management.............................................................................................. 22
Social for Sales.........................................................................................................................27
Partner Relationship Management............................................................................................ 29
Digital Commerce...........................................................................................................................30
Digital Commerce Platforms..................................................................................................... 30
Digital Commerce Ecosystem................................................................................................... 33
Marketing....................................................................................................................................... 46
Integrated Marketing Management........................................................................................... 46
Multichannel Campaign Management....................................................................................... 48
Digital Marketing....................................................................................................................... 51
Lead Management................................................................................................................... 51
Marketing Resource Management............................................................................................ 52
Marketing Analytics...................................................................................................................55
Social for Marketing.................................................................................................................. 56
Customer Service........................................................................................................................... 58
Customer Engagement Center................................................................................................. 58
Contact Center Workforce Optimization....................................................................................62
Web Customer Self-Service......................................................................................................68
Contact Center Infrastructure....................................................................................................77
Social for Customer Service......................................................................................................83
Customer Service Analytics...................................................................................................... 85
Text Analytics........................................................................................................................... 86
Field Service............................................................................................................................. 88
Customer Experience Management..........................................................................................90
Voice of the Customer.............................................................................................................. 92
Customer Experience Management Service..............................................................................93
Cross-CRM.................................................................................................................................... 97
Cross-Functional Customer Analytics....................................................................................... 97
Page 2 of 134
Gartner, Inc. | G00271753
Real-Time Decisioning.............................................................................................................. 99
Text Analytics........................................................................................................................... 99
Intelligent Business Process Management Suites....................................................................101
Master Data Management for Customer Data.........................................................................102
Regional CRM Specialists.............................................................................................................103
European CRM Application Software Specialists.................................................................... 103
Asia/Pacific Region CRM Application Software Specialists......................................................108
CRM Business Process Outsourcers............................................................................................ 113
Outsourcing Providers With Capabilities in North America.......................................................113
Outsourcing Providers With Capabilities in Latin America........................................................115
Outsourcing Providers With Capabilities in EMEA................................................................... 116
Outsourcing Providers With Capabilities in the Asia/Pacific Region......................................... 118
CRM Service Providers.................................................................................................................120
CRM Service Providers With Capabilities in North America..................................................... 120
CRM Service Providers With Capabilities in EMEA.................................................................. 121
CRM Service Providers With Capabilities in Asia/Pacific Region and Japan............................ 123
CRM Service Providers for SaaS Implementations.................................................................. 125
CRM Suites for Small or Midsize Businesses (SMBs).................................................................... 131
CRM Suites for SMBs.............................................................................................................131
Gartner Recommended Reading........................................................................................................ 132
List of Figures
Figure 1. Actual Growth (2013) Versus Expected CRM Market Growth Through 2018............................4
Figure 2. Percentage of Worldwide CRM Revenue by Region, 2014 and 2018....................................... 5
Analysis
Market Forecast: Positive Outlook for CRM, Worldwide, Through 2018
Gartner expects CRM market growth to increase slightly, continuing to grow at a moderate rate in
2015 (see Figure 1 and "Forecast: Enterprise Software Markets, Worldwide, 2011-2018, 4Q14
Update"), following multiple strong years of investment. The outlook continues to be positive
throughout the forecast period, with an overall CAGR of 14.7%, as buyers focus on technologies
that enable more-targeted customer interactions in multichannel environments.
Page 3 of 134
Currently, SaaS- or cloud-based deployments represent more than 40% of all CRM deployments,
and they appear set to reach 50% during 2016. In many ways, the "low-hanging fruit" for cloud
adoption has already been picked. The remaining areas of CRM application functionality will be ever
harder to adopt in a cloud delivery model, so the switch to cloud will slow down steadily.
Figure 1. Actual Growth (2013) Versus Expected CRM Market Growth Through 2018
Source: Gartner (March 2015)
Today, North America is the largest CRM regional market. Growth in underserved markets, such as
the Asia/Pacific region and Latin America, will be driven through 2018 by large global company
purchases and rapid establishment of new enterprises, changing consumer buying patterns, and
increasing adoption among the small or midsize businesses (SMBs).
Emerging markets, particularly Latin America and the Asia/Pacific region, will see the strongest
growth over the next five years, although from a much smaller installed and revenue base. North
America and Western Europe remain the largest regions for CRM, accounting for 80% of total
software revenue in 2014, with the regions expected to decline 2.3% of share over the forecast
period to 77.7% in 2018 (see Figure 2 and "Forecast: Enterprise Software Markets, Worldwide,
2011-2018, 4Q14 Update"). Most regions will experience double-digit growth rates for the next five
years, with Western Europe having the lowest CAGR at 12.4%, as the markets will have a mixed
economic performance.
Page 4 of 134
Figure 2. Percentage of Worldwide CRM Revenue by Region, 2014 and 2018
Source: Gartner (March 2015)
Customer service support is the backbone of CRM operations and has the largest share in Greater
China, Latin America and emerging Asia/Pacific countries. "Greenfield" opportunities from these
emerging regions come from all CRM subsegments (sales, customer service support, marketing
and digital commerce). Nevertheless, emerging countries tend to be fragmented, with uneven
growth opportunities across different verticals (see "Forecast Overview: CRM Software Worldwide,
2014").
Cool Vendors
Gartner's definition of a Cool Vendor is a small company offering a technology or product that is:
Innovative It enables users to do things they couldn't do before the technology emerged.
Impactful It has or will have a business impact; it's not just technology for the sake of
technology.
Intriguing It has caught Gartner analysts' and clients' interest or curiosity during the past six
months.
Our research is structured so that users can quickly determine what is cool about the vendor, what
its challenges are and who in the buyer organization will benefit from the vendor's offering.
Page 5 of 134
Cool Vendors, 2014

We have updated the following Cool Vendors lists to reflect changes to a vendor status or name
since first being mentioned in our Cool Vendors research.
Adam Software
Buttle Information Systems
ClearSlide
DataSource
Eudata
FacitiltyLive
Gainsight
HubSpot
KMS lighthouse
MindMixer
Personetics
Provenir
Selligy
Cool Vendors, 2013 Through 2006

Cool Vendors, 2013:
Conversocial
Datahug
Lattice Engines
Rant & Rave
RedPoint
SproutLoud
SundaySky
The TAS Group
WalkMe
Workfront
Page 6 of 134
Xiaoi
Cool Vendors, 2012:
Badgeville
Blooming
Commerce Guys
CustomerXPs
Decideware
Engage121
GeoFluent
GoodData
Hearsay Social
Interactions
KomBea
OctaShop
Oracle (BlueKai)
Peer Squared (renamed Smartify)
Qlika (acquired by The Priceline Group)
Qvidian
Social Vision (Ni3)
Spendsetter
Vivastream
Cool Vendors, 2011:
Acumen Solutions
Anboto
Coffee Bean Technology
Collective Intellect (acquired by Oracle)
General Sentiment
Gigya
Page 7 of 134
Lucent (Proxomo)
Openstream
Qontext (acquired by Autodesk)
Soluto
Telnic
ThreatMetrix
Whisbi
WorkFlex Solutions
ZoomSafer (Aegis Mobility)
Cool Vendors, 2010:
Artisan Solutions (now known as Artisan)
Balihoo
Foursquare
GyPSii
Jigsaw (acquired by Salesforce)
modomodo
NextStage Evolution
Pontis
Prolifiq Software
QuickSearch
SelfService Company
Siri (acquired by Apple)
Synthetix
Thunderhead
Transera
Cool Vendors, 2009:
Cloud9 Analytics
Digby (acquired by Phunware)
Page 8 of 134
dna13 (acquired by CNW)
Helpstream
Makana Solutions (acquired by Cornerstone Software)
MuseWorx
NexJ Systems
Pontis
Reimage
Silent Edge
Viclone
Visible Measures
Cool Vendors, 2008:
Advizor Solutions
Aggregate Knowledge
Cvent
Eidoserve (GetAbby)
EveryScape
LandSonar (acquired by Triangle Software)
Lemonade
Orchestra Networks
Saepio
SalesCentric
SupportSpace
The Fizzback Group (acquired by Nice Systems)
TopQuadrant
Vitrium Systems
Xmonic-Imparta
Ydilo
Zoomix (acquired by Microsoft)
Page 9 of 134
Cool Vendors, 2007:
5Square Technologies
Accept Software
Eloqua
Enkata
Experian Hitwise
Exploria
Infonis International
InsideView
KXEN (acquired by SAP)
Landslide
Loyalty Lab (acquired by Tibco Software)
NearbyNow (acquired by JiWire)
OpenQ
PowerReviews
RLPTechnologies
Swivel Secure
TOA Technologies (acquired by Oracle)
Vistaar Technologies
XpertUniverse
Cool Vendors, 2006:
Business Events
Communispace
Exchange Solutions
Health Market Science
InvisibleCRM
Invoke Solutions
Involve Technology
Page 10 of 134
Marketing Management Analytics
Massive
Nice Systems
Olista
Savo
Sigma Dynamics (acquired by Oracle)
SugarCRM
Umbria
Venda
Sales
Sales Opportunity Management
Opportunity Management (Activities, Contacts, Accounts, Pipeline)
Opportunity management is a systematic approach to modeling a sales process to pursue
opportunities in the context of a sales channel's preferred philosophy, methodology or strategy. A
sales process, or set of phases/steps, is defined to capture and track progress in following up on
leads and closing sales. Sales pipeline management capabilities provide an aggregated view of all
opportunities by sales stage or potential close date. The opportunity management system (OMS)
enables salespeople to create and submit forecasts from their active opportunities, or sales
management to draw from forecasts, without involving salespeople, by analyzing sales activity
progress.
Vendors include:
Aplicor
Aptean (Pivotal CRM)
CRMnext
FrontRange Solutions (GoldMine)
Infor (Saleslogix)
Maximizer Software
Microsoft (Dynamics CRM, Dynamics CRM Online)
NetSuite
Page 11 of 134
Oracle (Sales Cloud, Siebel CRM)
Sage CRM
Salesforce
SAP
Soffront Software
SugarCRM
Swiftpage (Act)
Tour de Force CRM
Zoho
Sales Analytics and Reporting

Sales analytics solutions encompass business intelligence technologies predesigned by best-ofbreed vendors or packaged to support sales organizations in identifying, modeling and
understanding the root causes of sales trends and outcomes. New sales analytics tools have
emerged that create actionable metrics that enable sales management to take action on the data
being presented. Sales analytics systems provide functionality that supports the discovery and
diagnostic exercises that enable the manipulation of parameters, measures, dimensions or figures
as part of an analytics or planning exercise. Typically, interfaces, fields, models and features are
tailored to reflect sales terminology, responsibilities (e.g., pipeline analysis), and discovery and
optimization processes (such as deal analysis or territory balancing). Graphical interfaces have
become easier to use, and the presentation of the information has been converted to endless
options of graphs, charts and diagrams.
Solutions vary in technical sophistication, from embedding simple, ad hoc querying capabilities in
dashboards, to supporting more complex multidimensional analyses, to providing data mining
models that improve visibility into sales channels and market conditions, discern actual progress
and generate forecasts.
Vendors include:
Angoss Software
Birst
GoodData
IBM (Cognos)
Microsoft (SQL Server Analysis Services)
MicroStrategy
Oracle (Oracle Business Intelligence Suite Enterprise Edition Plus [OBIEE])
Page 12 of 134
Qlik
Right90
Salesforce (Wave)
SAP (SAP BusinessObjects)
SAS
Tableau Software
Tibco Software (Spotfire)
Vecta
Recurring Revenue Management

The business of managing renewal revenue or recurring revenue has created a new market for SaaS
technology companies. While existing CRM systems assist in managing accounts, contacts and
new opportunities, companies must also capitalize on every customer-recurring opportunity to meet
and exceed revenue targets. Revenue from customer relationships represents a frequently
undervalued asset that, when properly managed, can provide an annuity stream and platform for
growth.
Recurring revenue management companies utilize operational data from existing systems (e.g.,
CRM and ERP analytics) to provide qualitative benchmarking of their clients' key service
consumption and adoption metrics. They also conduct performance analyses by contract size,
customer segment, product group, service level, distributor or reseller throughout the customer life
cycle. Some vendors also provide customer success management capabilities.
Renewal or recurring revenue is not reserved only for technology companies or SaaS models,
although numerous startups have emerged to manage the billing aspects of SaaS. The concept of
managing accounts that buy products consistently every month and have to manage the business
is a complex challenge for many companies. There are many CRM and partner relationship
management tools for managing and attaining new business. However, a new market has emerged
where vendors focus on renewal or recurring revenue. Companies lose business consistently due to
the lack of attention to their customers and shifts in buying patterns.
Vendors include:
Aria Systems
Bluenose
Gainsight
Intacct
NetSuite
Page 13 of 134
Pros
ServiceSource
Right On Interactive
Totango
Zilliant
Zuora
Sales Predictive Analytics

Sales predictive analytics is an emerging category of sales enablement software. Solutions in this
space are SaaS-only, and fill a gap between traditional sales force automation (SFA) functionality
and sales business intelligence (BI) solutions. Applying heuristic and machine learning algorithms to
a firm's historical opportunity data, predictive analytics solutions provide data-driven insights into
the sales process. They perform analytical tasks not provided in most opportunity management
systems, such as calculating propensity-to-close scores, providing estimated close dates,
calculating estimated deal size and updating forecast category values. The leading vendors provide
functionality akin to lead scoring models, whereby different opportunity scoring models can be
applied to different business units. Other vendors use predictive analytics to identify product white
space opportunities, in support of customer success and renewal processes.
Early adopters of opportunity management predictive analytics solutions cite improvements in deal
closure rates, win rates, renewal rates, pipeline and revenue. Gartner also notes that it improves the
productivity of sales teams because it reduces time spent updating forecasts and pipeline reports.
Vendors include:
6sense
C9
Clari
Fliptop
Gainsight
Host Analytics
Infer
Lattice Engines
Leadspace
Mintigo
ServiceSource
Page 14 of 134
TopOPPS
Totango
Sales Effectiveness
Mobile Sales Productivity
This is a new emerging category of vendors that have specially designed mobile applications to
help salespeople be more productive in their daily tasks, such as logging emails and phone calls,
preparing for sales meetings, managing tasks, and following through with prospects for fulfillment.
At this time, these applications are not replacements for a corporate-based SFA system and are
often directly purchased by salespeople. Most of these apps will integrate information with a sales
organization's SFA system.
Not included on this list are SFA vendors, all of which provide some mobile application to provide
access to CRM data. Instead, we are looking at mobile-centric vendors that are focused more on
the productivity of a salesperson.
Vendors include:
AppMesh
Base
Clari
MobileForce Software
Resco
Selligy
Tactile
Configure, Price and Quote Application Suites

Configure, price and quote (CPQ) application suites provide an integrated software feature set that
supports sales configuration, pricing and quote/proposal generation activities. CPQ application
suites improve the guidance, governance and efficiencies of selling unique combinations of
products and/or services for different sales situations, while reducing the nonselling work and
selling cycle times, as well as improving overall sales effectiveness. These applications are designed
to be deployed directly to salespeople, as well as for usage by indirect channels (partners) and
customers in self-serve environments. CPQ application suites support needs assessments, guided
selling, and solution and negotiated sales processes.
Page 15 of 134
Emerging capabilities include product and pricing data management, proposal generation, deeper
analytics and knowledge management (KM), contract management, sales order management, and
revenue management capabilities.
Vendors include:
Apttus
CallidusCloud
Cincom Systems
Configit
Configure One
FPX
IBM Sterling CPQ
Infor Product Configuration Management (PCM)
Oracle (BigMachines CPQ Cloud, E-Business Suite, Siebel CPQ)
Pros (Cameleon Software)
SAP CPQ
Tacton Systems
Proposal Generation
Proposal generation systems are sales and business development tools that automate the creation
of documents for presenting value propositions, business justifications, product details, deal
components, terms and conditions, and/or pricing of a company's product line tailored to a specific
sales situation. The purpose of the generated deliverables is to satisfy outstanding points raised by
prospects or clients, and to help salespeople close transactions. This category can be divided into
two segments:
Supporting selling personnel directly by generating standard sales proposals, drawing upon
largely boilerplate content
Providing support to sales and subject matter experts for generating responses to RFPs and
participating in formal bidding processes
Advanced tools should provide templates, content administration and collaborative capabilities (to
manage projects), as well as workflow for versioning, approval and publication processes, to
improve the scaling of proposal resources. Users may desire support for FAQ knowledge bases,
marketing collateral repositories and integrations to contract management systems for standard
legal language to facilitate formal responses to RFPs, as well as to enforce communication
discipline and governance over deals.
Page 16 of 134
Vendors include:
Apttus
Cincom Systems
Intravation
Octant
Oracle
Proposal Software
Qorus Software
Quosal
Quote Roller
Qvidian
RFPMonkey.com
salesElement
Savo
SpringCM
Digital Content Management for Sales

Digital content management applications for sales encompass repositories, authoring tools,
collaborative environments and interfaces dedicated to publishing, managing and presenting
documentation and information that help salespeople develop and close sales opportunities or grow
recurring business. These systems manage sales collateral, presentations, best practices, cases
studies, objection-handling points, sales insights, RFPs and responses, and competitive information
in a variety of formats that sales personnel can assess and share.
Many solutions in this space serve as content management systems that provide strong content
library functions like versioning, workflow, search and relevancy indicators. The leading solutions
provide a dedicated mobile application, where sales presentations can be accessed, shared and
emailed to contacts and leads. Other solutions are built on HTML5, which means that the
applications are fully optimized for tablet form factors. Other solutions offer deep integration into
sales processes and SFA applications. Also, several solutions have consumption and adoption
metrics, so that managers can determine how collateral pieces affected sales cycles.
Vendors include:
bigtincan
Bloomfire
Page 17 of 134
Brainshark
CallidusCloud
Exploria
Microsoft
Oracle
Osix (Speedshare)
Prolifiq Software
Proscape Technologies
Qvidian
Salesforce
Savo
Seismic
Skura
SpringCM
Price Optimization and Management

Price optimization and management (PO&M) is based on a set of analytics, SFA and sales
effectiveness tools that enable companies to analyze, optimize and execute more-effective pricing
strategies, and to maximize both margin and revenue. The three core functional areas of PO&M
include price analytics, price optimization and price execution. These three functional capabilities
enable companies to implement and improve closed-loop pricing processes that quantify the size
and scope of the pricing challenge; provide guidance to maximize margins, revenue and profits; and
enable pricing governance and oversight of sales processes and direct/indirect sales channels.
PO&M adoption is concentrated in industries that sell high-volume products and that rely on price
as one of the key differentiators of the product. Major industry segments include airlines and travel,
chemicals, consumer goods, energy, financial services, food and beverage, high tech, life sciences,
manufacturing, telecommunications, and wholesale.
Vendors in this category may provide all of the three core PO&M functionalities; more broadly, some
vendors will provide a subset of the total PO&M functionality or may focus on the specific needs of
one or two vertical industries. Other companies may provide a combination of analytics tools and
price management services to achieve similar results. Integration with SFA, sales effectiveness
applications, CPQ tools, and tablet or mobile devices is a growing priority of the sector, as
companies focus on making PO&M capability a more integral part of the customer experience.
Vendors include:
Page 18 of 134
Accenture
Apttus
Capgemini
Deloitte
FICO
Hitachi
IBM
L&T Infotech
McKinsey & Co.
Model N
Navetti
Pros
PTC
Syncron
Vendavo
Wipro
Zilliant
Sales Order Management

Sales order management is a critical application for opportunity-to-cash processes. These
applications enable sales and business partners to manage sales orders, reduce administrative
sales workload, increase solution/order accuracy, improve the quality of deliverables to clients and
prospects, and, through analytics, provide valuable insights into customers' buying patterns. The
applications enable numerous functions, including inventory availability and available-to-promise
information, load and delivery management and bulk stock management, user-defined information,
recurring order and order template processing, customer and item preference profiles,
comprehensive order and line status tracking, flexible pricing, and discounting, which support
promotions, contracts and allowances.
OMS-centric SFA vendors provide configuration and customization tools that enable users to create
"good enough" order management capabilities, eliminating the need for a third-party vendor. ERP
suite vendors often provide more breadth of functionality to cover multiple functional areas.
Page 19 of 134
Vendors include:
Acctivate
Acumatica
Amdocs
CloudSense
Esker
Fujitsu (Glovia)
IBM
Microsoft
NetSuite
Oracle
Rootstock Software
SAP
TradeGecko
Zoho
Sales Information Services

Sales information services provide, capture, filter, cleanse or aggregate data used by sales and
marketing organizations. Sales information services are used to:
Develop databases for marketing campaigns and lead management programs.
Augment internal sources of data for customers, partners and prospective customers.
Provide informed levels of insight about competitive, partner, peer or prospect organizations.
Sales information services are increasingly used to establish individual, personal contacts in the
context of sales networking and initiatives. Sales information services can provide access to
information such as financial data, credit ratings, news, organizational hierarchies, and management
teams and personnel changes. Analytics applications in this segment can extract insight on
opportunities from external and internal data sources to identify correlations and improve lead
conversion rates. Other applications use social tools to correct, append or augment customer and
prospect data.
The insight can be used for lead scoring, lead prioritization and customer acquisition, and to
improve sales effectiveness. Sales and marketing teams are also using social CRM and social sites
as sources of insight and data to augment third-party sales information data sources and to keep
customer databases current.
Page 20 of 134
Vendors include:
Acxiom
Artesian Solutions
Avention
Bureau van Dijk
BoardEx
Broadlook Technologies
Dow Jones (Factiva)
Dun & Bradstreet
Experian
Harte Hanks
Infogroup
InsideView
Lattice Engines
Mintigo
Reed Elsevier
Salesforce (Data.com)
SalesPredict
ZoomInfo
Sales Contract Management

Sales contract management systems (also referred to as sell-side contract management) support
the creation and/or assembly of binding legal documents and any associated content, such as
statements of work (SOWs) and addenda. These systems usually help sales support organizations
oversee and assist sales teams in exploiting suitable contract content in the closing phases of sales
cycles (when a deal goes to contract and negotiations). Such systems focus on ensuring
compliance with corporate standard terms and conditions, managing proposed changes, and
exercising revision control during negotiations. Baseline functionality includes online document
repositories (for boilerplate templates and executed agreements), clause libraries, search
functionality (full text), authoring and editing tools, version control, approval workflow, and
administrative features for managing executed contracts and monitoring the expiration of
agreements.
Page 21 of 134
Functionality may also extend support for project workspace, contract pricing, contract profitability
impact analytics, e-signature capabilities and renewals, and invoice compliance and terms
management. Organizations are focusing on contract compliance and renewals as they transform to
subscription-based engagements.
Sales contract management remains a fragmented, niche market. Vendors active in this space tend
to cater to specific industries and departmental priorities, or provide add-ons to third-party business
applications or content management systems.
Vendors include:
Apttus
CLM Matrix
FPX (Glider)
IBM
Model N
Oracle
Prodagio Software
Revitas
SAP
SciQuest (Upside Software)
Selectica
SpringCM
Symfact
Vistex
Sales Performance Management

Sales Incentive Compensation Management Software
Sales incentive compensation management (ICM) applications document remuneration plans and
associated rules and quotas for internal and external salespeople, and track and report results and
performance-based payments. Sales ICM applications are designed to manage credits,
adjustments and calculations of commissions and bonuses for direct and partnered sales
organizations. Such software packages should provide extensive reporting for sales management
and finance, and include tools to model and analyze compensation strategies for influencing selling
behaviors.
Vendors include:
Page 22 of 134
Anaplan
beqom
CallidusCloud
Cornerstone Software
IBM (Cognos Sales Performance Management [SPM])
Incentives Solutions
NetCommissions
Nice Systems
Optymyze
Oracle (Sales Cloud)
SAP
Xactly
Zoho
Territory Management Software

Territory management software helps organizations define the market coverage of their sales
channels, typically with an emphasis on field sales. This software segment encompasses the
planning, mapping, definition and assignment processes for allocating sales resources to maximize
market coverage productivity. Such applications should help enterprises establish the sales
hierarchies, different types and levels of sales territories, and accounts assigned to salespeople,
based on the enterprise's strategies for growing revenue, margins or product unit volumes.
The sophistication of these applications ranges from basic administrative functionality for rendering
hierarchies, assignments and crediting rules, to simple mapping software, to advanced analytics for
optimizing territories. The advanced analytics category may help companies determine the market
potential of specific regions. It includes functionality for balancing and sizing territories to ensure
that territories provide equitable opportunities to each selling resource.
Vendors include:
AlignStar
CallidusCloud
Cegedim
Cognizant
IBM (Cognos Sales Performance Management)
Page 23 of 134
Mapping Analytics (ProAlign)
Oracle (Sales Cloud)
Optymyze
Salesforce
SAP
Tactician
The TerrAlign Group
Zoho
ZS Associates
Sales Training Management Solutions

Sales training solutions are designed to help organizations train salespeople on the policies,
procedures, processes, methodologies, best practices, and market and product information
required to fulfill sales responsibilities. Solutions in this category are commonly termed as learning
management systems (LMS), but Gartner notes that there are several non-LMS solutions emerging,
coming from companies that embed training videos and rich-content text directly into SFA systems.
Enterprises typically seek sales training solutions to improve onboarding processes for new hires,
enable appraisal processes to better understand skill levels, provide continuing education on
business practices and skills requirements, and help salespeople address events in sales cycles
more effectively.
Vendors include:
Axiom Sales Force Development
Brainshark
CallidusCloud
ClearSlide
CloudCoaching International
Cornerstone OnDemand
IBM (Kenexa)
Miller Heiman
Richardson
Saba
Sales Performance International (SPI)
Page 24 of 134
Savo
The TAS Group
WalkMe
Xentor Solutions
Sales Appraisal Management

Appraisal and evaluation systems enable sales management to understand the salesperson's
progress against quantitative measures (quota attainment, key performance indicator [KPI]
attainment) and qualitative measures (product knowledge, industry expertise, selling techniques).
Appraisals can be formal, such as year-end evaluations, or informal, such as observing sales calls.
Use performance appraisal and assessment solutions to help manage goals and objectives, assess
competencies (self-assessment to 360-degree assessment), and create developmental plans.
Vendors include:
CallidusCloud
Cornerstone OnDemand (Sonar6)
Halogen Software
IBM (Kenexa)
Oracle (Taleo)
Salesforce (Work.com)
SAP (SuccessFactors)
Strategic Account Management

Strategic account management (SAM) is the discipline of account planning, sales plan execution
and selling techniques that unite internal sales resources around a common action plan for meeting
revenue and relationship objectives at specific accounts. These systems automate work commonly
performed manually, providing resources with action plans, playbooks, status reports, relationship
maps and workflows.
Vendors include:
Anaplan
Interactive Medica
Page 25 of 134
Miller Heiman
Revegy
Salesforce (Sales Path)
Savo
The TAS Group
Sales Coaching Systems

One subset of e-learning is the specific coaching/training requirements of salespeople, linked to
quality evaluations from sales or field calls or recorded calls from telesales. These solutions help
optimize performance through the delivery of appropriate feedback and coaching materials, such as
best practices or specific coaching notes from the supervisor.
Automated coaching applications enable sales management to teach, train, lead and manage in a
consistent and effective manner. When linked with other SPM applications, these tools enable the
sales force to understand where it is deficient and to access needed education that will enable the
salespeople to sell effectively with potentially less interaction from marketing or management.
Tools have emerged across the sales effectiveness layer to help salespeople leverage drill-down
applications. For example, sales coaching systems can be used:
In peer-to-peer collaboration environments for sharing best practices on creating winning

proposals
To help salespeople produce more-effective customer interactions
Objectives may also be desired for specific selling activities or outcomes, as well as accompanying
tools to help sales managers track the progress of team members and provide coaching.
Vendors include:
beqom
CallidusCloud
CSL
IBM
Incentive Solutions
Nice Systems
Optymyze
Salesforce (Work.com)
Page 26 of 134
Sales Performance International (SPI)
ValueSelling Associates
Xentor Solutions
Gamification for Sales

Gamification is the use of game mechanics and game design techniques in nongame contexts to
design behaviors, develop skills or engage people in innovation. Combined with other technologies
and trends, gamification can cause major discontinuities in innovation, sales performance
management, education, personal development and customer engagement.
Using gamification to manage sales contests and incentive programs has also become a normal
course of action for many sales organizations. In this case, they do not necessarily apply "game
design" techniques, but use badges, ranking or scoring to keep track and award salespeople.
Vendors include:
Badgeville
Bunchball
CallidusCloud
Incentive Solutions
Hoopla
LevelEleven
Salesforce
SAP
ZincNet
Social for Sales

Social Analytics for Sales
Social analytics applications for sales help organizations uncover nuances in prospect or customer
interactions that help transform diverse sets of social data into actionable strategies.
Vendors include:
Artesian Solutions
Avention
FirstRain
Page 27 of 134
LeadSift
realSociable
Tracx
Social Media Engagement for Sales

Social media engagement applications for sales enable salespeople to monitor and respond to
social media activity in order to reach out to prospects.
Vendors include:
Artesian Solutions
Hearsay Social
LinkedIn
Nimble
Tracx
Internal Community Software

Internal community software for customer service enables internal collaboration for salespeople
around a prospect, an account or a set of accounts. Internal community software capabilities ideally
should be embedded within a broader sales application.
Vendors include:
IBM
Jive Software
Microsoft
Oracle
Salesforce
SugarCRM
Social Contact Enrichment for Sales

Social contact management applications help organizations consolidate social contact profiles with
another contact profile of record.
Vendors include:
Ecquire
Page 28 of 134
IDInteract
InsideView
KiteDesk
Lattice Engines
Partner Relationship Management

Partner Relationship Management
Partner relationship management (PRM) enables organizations with indirect sales channels such
as agents, brokers, dealers, distributors and value-added resellers to more effectively and
efficiently access content/tools, and manage activities related to sales, lead management, deal
registration and opportunity management.
Much of the PRM investment during the past year has focused on basic opportunity management,
lead management, forecasting and sales reporting capabilities to partners, often through the
implementation of hosted CRM/SFA solutions, such as Salesforce. However, companies in
industries including high tech and manufacturing have made deeper investments in PRM
applications, based on products from CRM leaders or from smaller, specialized PRM vendors.
Investment in PRM-licensed or hosted vendor solutions (as opposed to internally developed and
highly customized applications) has been strongest in banking, brokerage, high tech, insurance, life
sciences and manufacturing. The majority of PRM solutions deployed as new implementations or to
replace internally developed, indirect channel management solutions will continue to be SaaSbased, and will provide the sales-focused basics of PRM. Opportunity management and lead
management are two subsegments that will continue to grow faster than the rest of the PRM
segment.
Vendors include:
Channeltivity
Cognizant
Gorilla Toolz
LogicBay
Microsoft
NetSuite
Oracle
Relayware
Requisite Software
Page 29 of 134
Salesforce
SAP
TreeHouse Interactive
Digital Commerce
Digital Commerce Platforms
Digital commerce platforms provide the basic functionality to support a digital commerce site.
Historically, digital sales and physical sales were supported on separate platforms, but today's
robust platforms support both the selling of physical goods and digital subscriptions, with many
also starting to support the selling of services. Also, many platforms are starting to support both
business-to-consumer (B2C) and B2B sales.
A digital commerce platform facilitates a purchasing transaction over the Web, and supports the
creation and continuing development of an online relationship with a consumer or business
customer across multiple channels (e.g., retail, wholesale, mobile, direct and indirect sales, call
center, and digital sales channels). Basic functionality includes the creation and management of
product catalogs, Web storefronts, shopping carts, digital store management, digital merchandise
management, localization and personalization, security and compliance, customer care,
multichannel support, back-office integration via APIs, reporting, and search engine optimization
(SEO) capabilities.
Clients typically make their digital commerce technology decisions based on whether the software
is on-premises (or hosted), SaaS, or open source.
On-Premises (or Hosted)
On-premises software can be installed on local servers or hosted by either a third-party or the
commerce platform vendor. While on-premises is the traditional approach to software licensing and
maintenance, more and more clients seem to be moving toward off-premises hosting due to the
freedom it gives technology leaders from the daily responsibilities of managing availability,
scalability and reliability.
Vendors include:
Active Commerce
Bridgeline Digital
eBay (Magento Enterprise Edition)
Elastic Path Software
Emeldi Commerce
EPiServer
Page 30 of 134
hybris, an SAP company
IBM (WebSphere Commerce)
Infor
Insite Software
Intershop Communications
Oracle (Commerce, iStore, Micros Systems)
Orckestra
Sana Commerce
SAP hybris
Sitecore Commerce
Znode
SaaS
SaaS is multitenant software that is hosted and maintained by the vendor with no option for an onpremises installation. It is uniformly available to all qualified subscribers. A SaaS service subscriber
is exposed only to application-level functionality, configuration and any user interfaces provided by
the vendor. Typically, the subscriber does not monitor, manage or control the underlying
infrastructure (including network, servers, OSs, storage, databases or application platform services),
but various implementations of SaaS are starting to appear where some previously shared
components are no longer shared. (See "Gartner Reference Model for Elasticity and Multitenancy"
for a detailed discussion on these differences.) Because the software is maintained by the vendor,
there are fewer options for customization, and the vendor manages product releases, feature
requests and product road maps. Many of these vendors also license use of their software on a
revenue-share basis.
Vendors include:
Alibaba
Amazon (Amazon.com, Amazon Webstore)
Aptean (Truition)
Apttus
arvato
Avangate
Bigcommerce
Page 31 of 134
cleverbridge
CloudCraze
Demandware
Digital River
eBay Enterprise
Ecwid
Epicor Software (Shopvisible)
Infor (Rhythm)
Jagged Peak
MarketLive
NetSuite (SuiteCommerce, Venda)
Shopify
Volusion (Mozu)
Vtex
Znode
Open Source
Open-source software (OSS) solutions for digital commerce range from shopping carts to entire
platforms. OSS is generally available for free under a GNU's Not Unix (GNU) general public license,
although there are other license types, and fees may exist for varying types of memberships.
The adoption of OSS for certain aspects of digital commerce such as application servers, OSs
and databases (Linux, Apache, MySQL, PHP [LAMP] and Java platforms) has been a mainstream
activity for more than five years. However, many large enterprises remain concerned about the
reliability of OSS to support large transaction volumes. Organizations want to know if digital
commerce OSS is scalable, secure and robust enough for large-scale transactional sites, given that
many startup companies and SMBs that use open source are not transactional.
While OSS solutions continue to improve, it will take several more years for OSS solutions to mature
to the standards of today's enterprise digital commerce licensed software and SaaS solutions.
Vendors include:
AgoraCart
Apache OFBiz
Avetti
Page 32 of 134
Broadleaf Commerce
Commerce Guys (Drupal Commerce)
CubeCart
dashCommerce
eBay (Magento Community Edition)
Hotwax Commerce (Apache OFBiz)
Interchange
JadaSite
LiteCommerce
Nexternal
OpenCart
osCommerce
PrestaShop
Shopizer
simpleCart
SoftSlate Commerce
Solveda (BigFish)
Spree Commerce
TomatorCart
Ubercart
VirtueMart
Zen Cart
Zeuscart
Digital Commerce Ecosystem

Additional functionality beyond the digital commerce platform is required to deliver world-class
digital commerce. Therefore, it is imperative for vendors to identify the organic ecosystem
technologies associated with their digital commerce platforms that they also sell, as well as the
functionality that is achieved through business partnerships and jointly developed APIs.
Page 33 of 134
These are the applications and functionality identified by Gartner that are required to support a
digital commerce solution either through a vendor's solution, via OEM or via a vendor's strategic
partner. They may be included as part of the digital platform or separately.
Search
Search functionality on a digital commerce site ideally matches visitors with the products and
services they want, contributing to increased sales, leads and higher profits. Digital commerce
search capabilities must not only offer effective definition matching, but also handle ambiguity in
query terms. Approaches to resolving these differences include statistical analysis, thesauruses
designed for specific vertical markets and submarkets, and custom business rules. Advanced
search functionality will include the ability to predict the intended search terms based on minimal
information entered by the visitor and to customize the results.
Vendors include:
Adobe
Apache Software Foundation (Apache Solr)
Attivio
BA Insight
BloomReach
EasyAsk
Elasticsearch
exorbyte
Google
IBM InfoSphere Data Explorer
Oracle (Endeca)
SLI Systems
Web Content Management

Web content management (WCM) is the process of controlling content to be consumed over one or
more digital channels through the use of management software based on a core repository. This
software may be procured as commercial products, open-source tools or hosted service offerings,
and is sometimes used by merchandisers to create, populate and manage a product catalog for use
in an online store. It is important for the digital commerce provider to have the ability to make full
use of the WCM application, which means that these applications need to have mature APIs, Web
services, RESTful interfaces, etc.
Page 34 of 134
Functionality typically goes beyond simply publishing Web pages to include basic library services,
such as check-in/check-out and versioning, content authoring and creating, workflow, content
deployment functions, interoperability with digital commerce and marketing technologies, asset
management, Web analytics, and real-time adaptation to visitor interactions through delivery
engines or enhanced frameworks.
Vendors include:
Acquia
Adobe
Automattic
CoreMedia
Ektron (merged with EPiServer)
EPiServer
e-Spirit
eZ Systems
GX Software
HP
IBM
Microsoft
OpenText
Oracle
SDL
Sitecore
Squiz
Order Management
Order management is the ability to provide end-to-end management of a customer order from the
time of receipt to the time of delivery, and to include returns if needed. Order management informs
the customer of inventory availability, ship date and receipt date. More sophisticated order
management applications are commonly referred to as distributed order management (DOM), and
support optimized fulfillment logistics and service levels, inventory management, and multichannel
ordering and order management. Order management is a critical back-office application supporting
digital-commerce-enabling functions, such as reordering via a previously placed order, ordering via
Page 35 of 134
order templates, data entry and management of large orders containing hundreds of items or more
in a single order, and ordering from sales contracts.
Vendors include:
CommerceHub
Demandware (Mainstreet Commerce)
Dydacomp
eBay Enterprise (Retail Order Management)
Epicor Software (ShopVisible)
IBM (Sterling Commerce)
Jagged Peak
JDA Distributed Order Management
Manhattan Associates
NetSuite (OMX)
Oracle
OrderDynamics
Saleswarp
SAP (hybris Order Management, Sales Order Management)
Shopatron
Sopra Group
UniteU
Virtual Stock
Configure, Price and Quote Application Suites

CPQ application suites provide an integrated software feature set that supports sales CPQ/proposal
generation activities. CPQ application suites improve the guidance, governance and efficiencies of
selling unique combinations of products and/or services for different sales situations, while reducing
the nonselling work and selling cycle times, as well as improving overall sales effectiveness. These
applications are designed to be deployed directly to salespeople, as well as for usage by indirect
channels (partners) and customers in self-serve environments. CPQ application suites support
needs assessments, guided selling, and solution and negotiated sales processes.
Page 36 of 134
Emerging capabilities include product and pricing data management, proposal generation, deeper
analytics and KM, contract management, sales order management, and revenue management
capabilities.
Vendors include:
Apttus
CallidusCloud
Cincom Systems
Configit
Configure One
Experlogix
FPX
IBM Sterling CPQ
Infor (TDCI)
Intelliquip
New Energy Group (bit2win)
Oracle (BigMachines CPQ, Siebel CPQ)
SAP
Selectica
Sigma Systems
Sofon
Tacton Systems
Digital Personalization Engines

Personalization is a process that creates a relevant, individualized interaction between two parties
designed to enhance the experience of the recipient. It uses insight based on the recipient's
personal data as well as behavioral data about the actions of similar individuals to deliver an
experience to meet specific needs and preferences.
Digital personalization engines are technology solutions that identify the optimum experience for an
individual, and will alter the online presentation layer, trigger an automated response, or pass
analysis to the seller or service personnel to act on as deemed fit.
Page 37 of 134
To be classified as a digital personalization engine for digital commerce, personalization engine

technology should incorporate multiple types of analytics and analyze multiple types of customer
data. Personalization engines should either suggest or serve unique content to an individual through
search, landing pages, product offers and recommendations. Today, most personalization engines
focus their primary effort on digital commerce and are used to enhance the digital experience. In
some cases, a personalization engine may be used to provide data to staff to enhance their
personal interactions with customers or other constituents. It should be noted, however, that
personalization engines have value beyond digital commerce. They can also be used to customize
content for customers, constituents or employees. In digital commerce, they create unique
experiences for customers, and can increase cross-selling, upselling, overall conversion rate,
shopping cart value and customer loyalty.
Vendors include:
4-Tell
Adobe
Barilliance
Baynote
BloomReach
Blueknow
Boxever
BySide
Certona
Dynamic Yield
Flytxt
IBM
IgnitionOne
InteractEdge
Kitewheel (formerly Provenir)
Marketo (formerly Insightera)
Maxymiser
Monetate
MyBuys
nectarOM
Page 38 of 134
NGData
Nosto
Optimizely
Oracle (Real-Time Decisions)
Peerius
prudsys
Qubit
RichRelevance
Sailthru
Salesforce
SAP
SAS
Strands
Digital Analytics
Analytics play a crucial in digital commerce, enabling sellers to better understand how their
websites are performing, and to provide content to prospects and shoppers that is more likely to
resonate.
What started out as Web analytics has morphed into a set of specialized analytics applications used
to understand and improve the online digital experience for shoppers, and will ultimately cover all
channels, including those that use human interaction (e.g., a call center), are fully automated (e.g., a
website or mobile device), are operated by third parties (e.g., an independent retail store) or have
limited two-way interaction (e.g., display advertising). Customers perceive themselves as interacting
with brands and not departments or channels, and thus expect consistent experiences and
recognition across all channels, requiring the increased use of analytics and personalization.
Core processes of digital analytics include collecting, monitoring, analyzing and reporting on
customer behavior in order to improve the customer experience and make other activities more
effective. The improved activities include, but are not limited to, search engine advertising, email
campaigns, cross-selling or upselling targets, social media activity, and customer service. Products
offer reporting and ad hoc analysis capabilities, basic segmentation, analytical and performance
management, historical storage, and integration with other data sources and processes.
The tools are used by marketing professionals, advertisers, content developers, CSS and the digital
commerce team. Social and text analytics provides additional insight to brand marketers seeking
sentiment, intent and behavioral insights from various content types, such as blogs, news sites,
customer conversations (audio and text), and interactions occurring on the social Web (see "Hype
Page 39 of 134
Cycle for Digital Commerce, 2014"). Using digital content analytics, digital commerce sites can take
into account shopper behavior inside and outside the search process, and use technology to
recommend products to shoppers or identify the most appropriate content. Digital analytics can
also be used to identify problems with specific Web pages and digital processes.
Vendors include:
Adobe (Analytics)
Celebrus Technologies
ClickFox
comScore
Google (Analytics)
IBM (Coremetrics)
OrderDynamics
SAS
Site Intelligence Group
Webtrends
Web Content Experimentation Tools

Vendors continue to improve their segmentation capabilities to be able to deliver more
individualized experiences, and are adding native mobile A/B testing as well. Some have even
expanded into more of a digital personalization engine.
In order to continually improve content, vendors offer two options: A/B testing and multivariate
testing (MVT).
A/B testing is used to show two different versions of a piece of content to two different sets of
users. The content is commonly a Web page, email or online advertisement. By comparing a
desired user action between the two variants, one variant can be declared more effective than
the other. Statistical models are used by the A/B testing tools to ensure validity of the results.
MVT is an advanced version of A/B testing, where multiple changes to content are tested at the
same time. The changes are combined into a subset of versions and shown to different sets of
users. Matrix algebra and statistical models are used to determine the most effective
combination of changes in a much more efficient way than running separate A/B tests of every
possible combination.
Vendors include:
Adobe
Google
Page 40 of 134
Maximizer Software
Monetate
Optimizely
SiteSpect
Visual Website Optimizer
Webtrends
Digital Subscription Management

Subscription management enables the business processes that support the sales, contractual,
fulfillment, financial management and billing functionality required by companies that are selling
products and services on a recurring basis. Examples of products that are sold in a recurring
revenue model include software, media, gaming and music services, as well as business services,
such as maintenance and technical support. In addition, subscription management can be used to
support the sale of physical products in an automated replenishment model in which products are
shipped periodically or when a specific inventory level is reached.
Subscription management supports a variety of recurring business models, such as monthly or
annual usage, metered usage, or one-time usage. Leading subscription management services
provide for integration with digital commerce or sales applications, and with back-end financial
management and billing systems. Depending on specific industry requirements, additional
functionality can include real-time metering and rating, mediation, allowance management,
payments, multitier pricing, multiple revenue streams per customer, service and product bundling,
usage caps, and entitlements. Vendors in this segment provide subscription management
platforms, either stand-alone or as an integrated function as part of a broader digital commerce
platform.
Vendors include:
Aria Systems
Avangate
Chargify
cleverbridge
Digital River
Elastic Path Software
Ericsson (MetraTech [Metanga])
goTransverse
Monexa
Page 41 of 134
NetSuite
Oracle
Recurly
SAP
Vindicia
Zuora
Web Payment Gateways and Processors

A payment gateway supports multiple payment types and connects a seller's digital store to the
seller's merchant bank (aka merchant acquirer or processor), or to the seller's payment service
provider ([PSP], which shares a merchant bank relationship among its many clients), and to other
processors or payment authorizers, contingent on the type of payment (credit, debit, gift card,
automated clearinghouse [ACH], PayPal, PayPal Credit) being authorized.
Vendors include:
Acculynk
ACI Worldwide
Alipay (China)
allpago (Brazil)
Authorize.Net, a CyberSource solution
Ayden
BluePay
BlueSnap
Chase Paymentech
Computop Wirtschaftsinformatik
CyberSource, a Visa company
DataCash (MasterCard)
Delego
Digital River
eBay Enterprise (Payments and Protection)
eBay PayPal
Elavon (U.S. Bank)
Page 42 of 134
Electronic Payment Exchange (EPX)
First Data
Flagship Merchant Services
GlobalCollect
Global Payments
Heartland Payment Systems
Limonetik
Merchant Link
Merchant Warehouse
N&TS Group
Paymentwall
Paymetric
Sage
SecureNet
Shift4
Square
Stripe
The SafeCharge Group
Total Merchant Services
TSYS
Vantiv
Verifone
Worldline
Worldpay
Mobile Payments
Mobile payments occur in two primary ways: online or offline (aka in-store):
Online mobile payments can be similar to those conducted on the Web. The customer either:
Page 43 of 134
Provides traditional payment credentials by selecting a payment method that was

previously used for digital commerce and stored by the seller for convenient reuse
Enters payment credentials in a mobile Web browser
Enters payment credentials within a seller's mobile application
Offline mobile payments may occur when the customer's mobile device serves as a wallet,
enabling the customer to use one or more payment types (such as debit, credit, etc.) at the
store point of sale (POS).
Different technologies such as quick response (QR) codes, SMS and Near Field Communication
(NFC) may be used to communicate the exchange of payment information between the seller and
buyer devices. Mobile payments can also be branded by the provider (e.g., Google and Apple) or
white-labeled, as in the case of Paydiant.
Vendors include:
Apple (Apple Pay)
Google (Google Wallet)
Intuit (GoPayment)
MasterCard (MasterPass)
Paydiant
PayPal (PayPal Mobile)
Square Order
Visa Checkout
Social for Digital Commerce

Social commerce uses social networks and social media content to drive measurable, repeatable
and scalable sales transactions using a variety of applications and approaches. The three primary
approaches are product reviews and ratings, social network selling, and product (or brand)
advocacy.
Product Review Technologies
Product reviews and ratings are the presentation, capture and sharing of product-, service- or
experience-specific perspectives among customers and partners, both on- and off-domain. Buyers
can write, post and view reviews on an e-commerce or social website while shopping or browsing
online. Product review technologies enable potential e-commerce customers to make decisions
based on feedback from individuals who have purchased or are using the product. Online product
reviews are becoming more critical to purchase decisions, including on an e-commerce shopping
site, as well as in a brick-and-mortar retail facility.
Page 44 of 134
Vendors include:
Bazaarvoice
Gigya
Pluck
PowerReviews
Revoo
ShopSocially
Social Network Selling
Social network selling influences purchases, either indirectly or directly, via social networks. When
indirect, social selling enables customers to promote their likes and purchases to others through
social networks, in the hopes that others will follow suit. Sellers may also offer incentives for
prospects to make purchases. When direct, social selling results in a sale, as the prospective buyer
is able to make a purchase either on the social network or through a link on the social network to
the seller's website.
Vendors include:
Bazaarvoice
Fluid
Gigya
Mixpo (ShopIgniter)
Offerpop
Oracle
Pluck
PowerReviews
Ready Pulse
Revoo
ShopSocially
Product or Brand Advocacy
Product (or brand) advocacy is a personalized product review by an existing customer. Prospective
customers correspond with customers (via email or chat) who have previously purchased and are
using the products under consideration.
Page 45 of 134
Vendors include:
Bazaarvoice
Needle
PowerReviews
Revoo
ShopSocially
Marketing
Integrated Marketing Management
Integrated Marketing Management
Integrated marketing management (IMM) represents the marketing strategy, process automation
and technologies required to integrate people, processes, campaigns, channels, resources and
technologies across the marketing ecosystem. The marketing ecosystem includes internal
marketing staff and external stakeholders to the company (see "IT Leaders Need to Understand
Integrated Marketing Management Capabilities to Adequately Support Marketing").
IT leaders supporting marketing should understand the numerous roles and functions across the
marketing ecosystem that must be integrated to complete marketing programs, campaigns and
initiatives. There are three major types of processes that these roles and functions must support,
with numerous subprocesses and capabilities required for each role and function. The three major
types of processes are:
Executional: These processes analyze customer data, segment customers, and target
campaigns and offers to customers or partners across multiple channels and points of
interaction (both digital and offline), and across different types of interactions (outbound,
inbound and event-triggered). Multichannel campaign management (MCCM) is the term we use
to describe this set of executional capabilities and processes.
Operational: These processes support the internal operations of the marketing department and
management of resources (e.g., budgets, projects, HR and content/assets). Key competencies
include planning and financial management, creative production and project management,
marketing asset management, and marketing fulfillment. Marketing resource management
(MRM) is the term we use to describe this set of operational processes and associated
application functionality.
Analytical: These processes support executional and operational processes by driving

planning, optimizing outcomes and measuring performance. Many of these processes are
embedded within the executional and operational ones, but marketing performance
management (MPM), marketing ROI and marketing mix optimization require integration of
campaign management and MRM.
Page 46 of 134
IMM integrates executional, operational and analytical marketing processes in a closed loop across
the marketing ecosystem to support marketing initiatives (e.g., programs, campaigns and creative
projects) and to enable the different roles to perform their various functions. For each subprocess
step in the closed-loop marketing process, IMM blends the appropriate executional, operational
and analytical capabilities required for that step. Key steps include developing the concept or idea;
planning and optimizing the initiative, resource allocation, campaign or content creation; conducting
a pilot; executing the campaign or program; and evaluating and analyzing the results and feedback
into ongoing and new initiatives. The impact of technology and applications across these processes
is quite profound and will require a strong relationship between IT and marketing.
A variety of suppliers offers marketing technologies and functionality. These suppliers generally fall
into one of five categories:
Enterprise and CRM suites
Integrated marketing suites
Campaign management suites
MRM suites
Boutique/specialty vendors
Vendors with a broad solution include:
Adobe
Direxxis
IBM
Infor
Marketo
Microsoft (Dynamics)
Oracle
Pegasystems
Pitney Bowes
RedPoint
SAP
SAS
SDL
Teradata
Page 47 of 134
Multichannel Campaign Management

Segmentation and Outbound Campaign Management
Segmentation is the grouping of customers along one or more dimensions, on either a formal or ad
hoc basis. Segmentation tools typically can group customers based on different attributes, such as
products owned and demographics. New functionality allows for segmentation by customer value
and life stages. Key attributes for improved campaign segmentation can be determined by using
modeling, clustering algorithms, visualization and data mining. These multidimensional techniques
are used to make decisions for the right campaigns with the right customer in the right combination
of channels.
MCCM processes enable companies to define, orchestrate and communicate offers to customer
segments across a multichannel environment, such as direct mail, call centers, websites, email and
social communities. Basic campaign management includes functionality for segmentation,
campaign execution and campaign workflow. Advanced analytics functionality includes predictive
analytics and campaign optimization. Advanced execution functionality includes loyalty
management, content management, event triggering and real-time decisioning/offer management in
inbound and outbound environments.
Vendors include:
Adobe
Experian
IBM
Infor
Marketo
Oracle
Pegasystems
Pitney Bowes
RedPoint
Salesforce
SAP
SAS
SDL
Selligent
Sitecore
Teradata
Page 48 of 134
Zeta Interactive
Event-Triggered Marketing
Event-triggered marketing uses events personally relevant to the customer, such as a birthday, an
upcoming renewal date or the achievement of a new buyer status, as the basis for offers and
communication. For example, customers are automatically acknowledged with a special offer when
they recruit family members or friends, or they receive a special offer when they purchase a series
of luxury goods, qualifying them for a change in buyer status.
An appealing customer offer meets a real or perceived need. The offer must be delivered when the
customer recognizes the need and is receptive to a relevant offer.
Event-triggered marketing uses analytics for event detection and/or profile changes to recognize
cross-sell or retention opportunities in the customer base. Business process management enables
execution of those offers through the most-effective channels of communication. Effective
deployment involves five stages, from event identification to response execution.
Vendors include:
Adobe
IBM
Infor
Marketo
Oracle
Pontis
Salesforce
SAP
SAS
Teradata
Next-Best-Offer Recommendations/Inbound Marketing

Next-best-offer recommendations use predictive analytics and decision capabilities to identify the
optimal action the business should take during a customer interaction, based on the customer's
needs and the organization's strategy. The analysis can be based on a variety of approaches, such
as the customer's product affinities, demographic profiles or prior purchases. The result is a
recommended course of action and/or a decision between different offers (next-best offer).
Vendors include:
Page 49 of 134
Adobe
FICO
IBM
Infor
Oracle
SAS
Tibco Software
Loyalty Management
Loyalty management uses incentives and rewards to attract, acquire and retain customers.
Advocacy and loyalty management campaigns can enhance the total customer value proposition by
integrating buyer incentives with the brand promise and product marketing messages.
Few vendors, however, have an integrated vision for bringing loyalty, customer advocacy
techniques, and customer acquisition and retention together in a multichannel marketing
framework. Social marketing has offered a new way to engage with followers and influencers, but
this approach still needs more hard metrics to substantiate conversions. Eventually, loyalty
management will be treated as more than just another division or a separate initiative, and instead
will become part of a larger-scale focus on managing the customer experience.
Vendors include:
Aimia
Bond Brand Loyalty
Brierley+Partners
Comarch
Epsilon
Kobie Marketing
Oracle (Siebel)
SAP
Tibco Loyalty Lab
Page 50 of 134
Digital Marketing
Transactional Marketing
Transactional marketing is typically associated with a website and selling, and takes advantage of
in-session/on-site behavior to recommend products and services of interest (e.g., "You recently
viewed this digital camera, so you might also be interested in camera tripods."). For example, a
lawn care company could ask customers for two pieces of information: What type of grass do you
have? What is your ZIP Code? With this information, the company could move from mass email
campaigns to presenting thousands of combinations of personalized offers based on location, type
of grass and season. Personalizing offers can lead to increased response rates and lower marketing
costs.
Vendors include:
Acxiom
Adobe
ContactLab
DotMailer
Epsilon
Experian (CheetahMail)
IBM (Silverpop)
Lyris
Marketo
Oracle (Responsys)
Salesforce (ExactTarget)
StrongView
Lead Management
Lead Management
Lead management processes take in unqualified contacts and opportunities from a variety of
sources, including Web registration pages and campaigns, direct mail campaigns, email marketing,
multichannel campaigns, database marketing and third-party leased lists, social media, tradeshows,
webinars, and other events. The output of lead management processes qualified, scored,
nurtured, augmented and prioritized selling opportunities is handed off to direct, indirect or ecommerce sales channels for action and closure. Lead management integrates business process
Page 51 of 134
and technology: to connect marketing with direct or indirect sales channels, and to identify and
develop higher-value opportunities through improved demand creation, execution and opportunity
management.
Companies that implement lead management processes are primarily B2B or business-to-businessto-consumer (B2B2C) business models, but B2C organizations selling high-value, complex
products such as financial services, insurance, capital-intensive consumer products, and sports
and entertainment are also investing in and implementing lead management applications.
Vendors include:
Act-On
Adobe (Campaign)
CallidusCloud (Marketing Cloud)
HubSpot
IBM (ExperienceOne, Silverpop)
Marketo
Microsoft (Dynamics Marketing)
Oracle (Eloqua)
Salesforce (ExactTarget, Pardot)
Salesfusion
SAP (SAP CRM)
SugarCRM
Teradata (Aprimo)
TreeHouse Interactive
Velocify
Zoho
Marketing Resource Management

Marketing Resource Management
MRM is a set of processes and capabilities designed to enhance a company's ability to orchestrate
and optimize internal and external marketing resources. MRM applications enable companies to
plan and budget; create and develop content and programs, and manage creative projects; store
and manage content and collateral; support KM; fulfill and distribute marketing content and
Page 52 of 134
collateral; and measure and optimize marketing performance (see "The Five Competencies of MRM
'Re-' Defined").
Clients are more sophisticated and more astute about their requirements. First-time buyers are
looking across a broader set of MRM competencies and at the global impact of the initiatives,
whereas MRM veterans are looking to expand functionality, as well as to expand globally, while
consolidating prior purchases. Early buyers are re-evaluating their choices as the market matures.
The market is becoming somewhat polarized, with megavendors such as IBM, Infor, Microsoft,
SAP, SAS and Teradata becoming major players, and smaller providers, such as Workfront,
entering the market. Most of the other vendors concentrating on MRM have less than $15 million in
total revenue. Therefore, buyers will have to make trade-offs between overall vendor viability and
breadth and depth of functionality based on their requirements and the relationships the vendor
brings to clients' issues (see "Magic Quadrant for Marketing Resource Management").
Consolidation is driven predominantly by: (1) the need to expand MRM capabilities to meet client
requirements; and (2) the growing interest and investment in MRM among larger application
vendors. New entrants are expected in the MRM market, but the window of opportunity is closing
for small vendors as consolidation increases among larger players. To help further evaluate how
MRM vendors meet your requirements, see "Toolkit: How to Create a Marketing Resource
Management Application RFP."
Vendors include:
Adam Software
Adgistics
Adnovate
Workfront
Balihoo
BrandMaker
BrandSystems
BrandWizard
Brandworkz
Capital ID
Celartem (Extensis)
celum
Clarizen
Contentserv
Page 53 of 134
DataSource
Direxxis
Elateral
Gap Systems
IBM
Infor
Kodak
Longwood Software
Marketingunity
Marketo
Mtivity
North Plains
OpenText
Oracle
Pica9
Prolifiq Software
PTI Marketing Technologies
Quark
Saepio
SAP
SAS
Savo
SDL
SproutLoud
Teradata
The Lateral Group
Wedia
Page 54 of 134
Marketing Analytics
Marketing Performance Management
MPM enables the marketing organization to monitor, manage and predict the performance of its
strategies, processes, programs, campaigns and other initiatives through the use of analytics
applications and tools. Analytics for MPM supports descriptive, diagnostic, predictive and
prescriptive analytics.
MPM encompasses the tools, technologies, consulting services and solutions that enable marketing
users to access insights, analyze data, make predictions, and optimize marketing programs and
resources. MPM is a critical element of an IMM platform, providing visibility into performance,
understanding that performance and taking action based on that knowledge. MPM also enables
enterprises to make predictions about customers, markets and competitors, as well as run
simulations on future marketing scenarios and scenario planning.
Few vendors offer a comprehensive MPM solution. Most are focused tactically on providing insights
into how to use the software application, not into examining the functional performance of the
marketing organization and its processes. However, more marketing vendors are investing in MPM
capabilities with improved dashboards, visualization and advanced analytics. System integrators,
professional services providers, and marketing service providers and agencies also are likely to
show interest in partnering with technology providers to build solutions around MPM or in
enhancing their consulting offerings to focus on key MPM objectives.
Vendors include:
Accenture
Adobe
Allocadia
Beckon
BrandMaker
Dentsu Aegis Network (Covario)
Direxxis
General Sentiment
GroupM
HP Autonomy
IBM
Infor
iQor (HardMetrics)
Page 55 of 134
Marketo
MarketShare
Mindtree
MMA
Mu Sigma
Oracle
RedPoint
Sailthru
SAP
SAS
Teradata
ThinkVine
Social for Marketing

External Community Software
External community software enables customers and partners to blog, post, rate products/services
and construct ideas, as well as enable peer interaction and offer incentives for loyalty.
Vendors include:
Get Satisfaction
Jive Software
Lithium Technologies
MindMixer
Salesforce
Social Analytics for Marketing

Social analytics applications for marketing enable marketers to identify influencers and trends,
profile customers, evaluate content and campaigns, and classify social content by subject/topic,
sentiment and intent.
Page 56 of 134
Vendors include:
Brandwatch
Crimson Hexagon
NetBase
Salesforce
Synthesio
Sysomos
Social Media Engagement for Marketing

Social media engagement applications for marketing enable marketers to monitor and respond to
social media activity in order to promote, develop, strengthen or defend a product, service or brand.
Vendors include:
Engage121
Hootsuite
NextPrinciples
Spredfast
Sprinklr
Synthesio
Social Media Publishing for Marketing

Social media publishing applications for marketing enable organizations to coordinate social media
campaigns and ultimately push content out to different social networks.
Vendors include:
Adobe
Falcon Social
Oracle
Salesforce
Shoutlet
SocialFlow
Sprinklr
Page 57 of 134
Social Contact Enrichment for Marketing

Social contact management applications help businesses consolidate social contact profiles with
other contact profiles of record.
Vendors include:
Gigya
IDInteract
Janrain
Mblast
Provenir
Customer Service
Customer Engagement Center
Customer Engagement Center Suite
The customer service business application space is evolving rapidly from software that manages
cases to a multichannel customer engagement center (CEC) that handles all incoming and outgoing
media channels and devices, as well as customer engagement rules, content, and workflow.
The new capabilities are for social engagement with customers on social channels, such as forums,
Twitter and Facebook, as well as heavier use of video chat, co-browsing, mobile support and
Internet devices embedded in objects and wearables worn by customers. The basic CEC is divided
into nine logical groupings:
1.
CSS problem management, trouble ticketing and case management; generally must have a
CRM database/account, case and activity objects to be considered
2.
Knowledge base solutions and advanced desktop content federation and search
3.
Desktop integration with telephony, co-browsing and mobile devices
4.
Web and mobile extension of the solution to online communities interested in peer-to-peer
(P2P) collaboration management, as well as social media engagement tools (such as Facebook,
Twitter and forums)
5.
Real-time analytics for decision support, including routing, workflow, sales and offer
management
6.
Other analytics; includes social network analysis, reputation, sentiment analysis of posts, text,
voice and images, real-time feedback, and surveys
7.
Business process management and workflow for case and engagement
Page 58 of 134
8.
Connections to remote sensors embedded in equipment, such as consumer electronics
9.
Content management to guide customer communication
The first layer CRM business applications for customer interactions handles a wide range of
tasks, such as case management and problem resolution. Other functions include advisory
services, problem diagnostics and resolution, account management, and returns management.
Applications may also be industry-tuned for government, not-for-profit agencies and higher
education. They may include knowledge-enabled service resolution (such as advanced search
tools), community management, offer management and service analytics dashboards. They are
designed to enable employees or agents of a company to support clients directly, usually within a
contact center, whether the product is a consumer good, a durable good or a business service,
such as financial services, customer services (for example, retail banking, wealth management or
insurance), hospitality, telecommunications, government, utilities and travel. Some of the
capabilities include:
The agent needs to support the customer, regardless of whether the customer is on a website
or social media, on a mobile device, at a kiosk or in a vehicle. This means that the agent:
Sees what the customer sees
Knows the path that the customer has taken before the voice conversation takes place (the
agent knows the communication context of the interaction)
Has the tools to solve the customer's problem or address his or her issue from a remote
location
The CEC needs to send out proactive, automated alerts. For example, when the status of a
back-end system changes to one the customer needs to be aware of, an alert is sent to one or
several devices until the customer responds that he or she has received the notification. For
example, customers might need to be notified about a bank balance, credit card fraud, flight
delays, available (product) upgrades, a price range reached, a special offer on cars or insurance
policy exceptions.
The application contains business rules for complex entities (for example, contact, enterprise,
subsidiary or partner) and the workflow processes to route a case, opportunity or order based
on the rule set for the specific relationship.
A case may be routed from one department to another, depending on the type of case.
An application supports multiple languages simultaneously.
In some situations, real-time decision support is important.
Multiple back-end systems synchronize using their own rules (for example, credit card fraud;
telecommunications-specific functions, such as telecommunication billing, service and resource
management; product life cycle management; digital content; and advertising bundling) and
integrated order management.
Page 59 of 134
For the positioning of key vendors, see "Magic Quadrant for the CRM Customer Engagement
Center."
We divide our list of providers into two sections:
Core customer service CRM application vendors for the CEC
Tools to enhance the core customer service agent desktop
Vendors with core customer service CRM applications for the CEC include:
Amdocs
Aptean
Astute Solutions
Coheris
CRMnext
eGain
Eptica
Microsoft (Dynamics CRM 2013 and 2015)
mplsystems
Neocase Software
NexJ Systems
Oracle (Siebel CRM, RightNow CX Cloud Service)
Pegasystems
Pitney Bowes
Salesforce
SAP
ServiceNow
SugarCRM
update software
Verint Systems (Kana Software)
Vertical Solutions
Wilke Global
Page 60 of 134
Zendesk
Point-Based Solutions in the Customer Service Market

Beyond the small number of CRM vendors delivering complete customer service desktop and
business applications are many more vendors that augment agent capabilities. Some of these
provide KM capabilities, while others have business process management (BPM) features, or next
best action or customer behavior analytics. We list them because of the significant value they might
have to your enterprise customer service strategy.
Vendors include:
24/7 Technology Solutions
AnswerDash
AnswerOne
Attensity
Beyond Verbal
bpm'online
Cirrus Insight
Clarabridge
ClearMash
ClickFox
Click With Me Now
Coveo
Dimelo
eGain
FacilityLive
ForeSee Results, an Answers company
Humanify
IBM (Tealeaf)
Interactions
InvisibleCRM
Jacada
Page 61 of 134
Knowesia
Medallia
MindTouch
Morphis
NextPrinciples
Nice Systems
Panviva
Pitney Bowes
RightAnswers
SAP KXEN
Satmap
Telligent (Zimbra)
Thunderhead
Transversal
WalkMe
Contact Center Workforce Optimization

Workforce Optimization Suite
The traditional siloed approach to buying agent-centric technologies stifles a contact center's ability
to be efficient, yet still align with strategic customer objectives, such as retention, satisfaction and
growth. Organizations need an integrated solution that enables information, insights, workflow and
core contact center functions to work together seamlessly, and that complements and aligns with
the business's CRM deployment. Integrated solutions have emerged during the past four years
under the name "contact center workforce optimization." The incremental value associated with an
integrated workforce optimization suite should influence the organizational buying strategy for these
contact center applications.
Vendors include:
Aspect
Calabrio
Collab
Page 62 of 134
Genesys
inContact (Uptivity)
Interactive Intelligence
Nice Systems
Verint Systems
Workforce Management
At its core, contact center workforce management software is intended to maximize the use of
agent labor by projecting incoming and outgoing call volumes or other communication methods
(e.g., email or chat) and scheduling staff to meet these needs by a designated time for example,
time of day, day of week or week of month.
Vendors include:
ac2 Solutions
Aspect
Calabrio
Collab
Expert Systems Industries
Genesys
Globitel
Holy-Dis
Infor (Infor Workforce Management, Infor WFM Workbrain)
InVision
ISC Consultants
Monet Software
NetCall
Nice Systems
Open Wave
Oracle
Page 63 of 134
Pipkins
Portage Communications
ProScheduler (formerly known as XLScheduler)
Qmax Systems
SAP
ScheduleSource
Teleopti
Telstrat
The Workforce Management Software Group
Verint Systems
Workflex
Interaction Recording
The quality management software market encompasses applications for on-demand, selective and
full-time recording of customer audio interactions, as well as screen capture of agent desktop
activity. The vendors in this market also provide call evaluation tools, online monitoring tools for
joining live calls and speech analytics for audio insight. These tools are traditionally used for
compliance and quality.
Vendors include:
ASC
Aspect
HP Autonomy (HP Qfiniti)
Cacti
Calabrio
Cognia
Collab
dvsAnalytics
Envision
Globitel
HigherGround
Page 64 of 134
KnoahSoft
LiveOps
Magnetic North
Mattersight
Mitel Networks (Aastra and Oaisys)
Monet Software
NetCall
Nice Systems
OnviSource
Red Box Recorders
TantaComm
Telrex
Telstrat
Verint Systems
VirtualLogger
VPI
Zoom International
Agent Evaluation
Agent evaluation traditionally relies on the playback of captured call recordings, and an assessment
of each agent's performance by a supervisor or dedicated quality team. Calls are selected randomly
or by using basic operational criteria, such as call length or routing logic. Most interaction recording
vendors supply this software, but with varying degrees of sophistication. The emergence of speech
analytics adds a degree of intelligence to this process and introduces evaluation vendors that may
own the interaction recordings.
Vendors include:
See Interaction Recording section
See Interaction Analytics section
Page 65 of 134
Performance Management
Performance management systems in the contact center integrate the enterprise's in-place contact
center technologies, CRM systems and other data sources to provide a transparent picture of
performance across sites, functions, levels and agents, while aligning targets with business
objectives. These solutions are combined with business intelligence analytical tools to filter, drill,
graph and analyze KPIs to determine the root cause of good or bad performance and make
adjustments, even in real time, if needed.
Vendors include:
AnswerOn
Cognos (Databeacon)
CRM vendors (for example, Oracle's Siebel CRM)
Empirix
Enkata
Exony
iQor (HardMetrics)
Jacada
Mattersight
Nice Systems
QPC
SAP (SuccessFactors)
Verint Systems
Interaction Analytics
Interaction analytics combine and analyze the multiple, disparate data sources involved in a
customer-agent interaction to identify trends and insights. The data can be structured, such as
operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM or
chat). Deployment in a contact center can potentially uncover a diverse range of insights to improve
the performance of the contact center and its agents, as well as provide customer and
departmental insights (such as customer perceptions of a marketing campaign or new product
pricing strategy).
Vendors include:
Almawave
Avaya (Aurix)
Page 66 of 134
CallMiner
Genesys (Utopy)
HP Autonomy
Mattersight
Nexidia
Nice Systems
Ramp
Raytheon BBN Technologies (Avoke Analytics)
Verint Systems
Postcall Surveys
Postcall surveying captures the customer's perspective of the interaction that he or she had with an
agent, and can be a key factor in evaluating customer satisfaction and agent performance.
Traditional interactive voice response (IVR)-based survey tools are making way for more crosschannel solutions that enable contact centers to collect feedback via email, SMS and other
channels. Operational integration triggers the customer invitation automatically and personalizes it
so that the name of the agent and topic of conversation are highlighted. The questions are related
to the interaction that occurred. Leading enterprise feedback management vendors or agent
evaluation vendors typically offer this feature.
Vendors include:
See Enterprise Feedback Management section
See Agent Evaluation section
Agent Coaching
A further subset of e-learning is the specific coaching/training requirements of customer service
representatives (CSRs), linked to quality evaluations from recorded calls. These solutions help
optimize agent performance through the delivery of appropriate feedback and lightweight coaching
materials, such as best-practice audio clips, documents and specific notes from the supervisor.
Vendors include:
See Interaction Recording section
See Agent Evaluation section
Page 67 of 134
E-Learning
Gartner defines e-learning as the electronically enabled transfer of skills and knowledge. It is a
multimodal style of distributed learning that includes Web-based learning, computer-based learning,
mobile learning, virtual classrooms and online collaboration. Courses are delivered via a variety of
mechanisms, including an internal learning portal, the Internet, audiocasts and videocasts, mobile
devices, and CD-ROM.
The call center e-learning marketplace is a subset of the broader e-learning market. Many
companies are shifting a portion of their instructor-led training to e-learning. However, in many
organizations, the call center remains a siloed environment, because CSRs who are linked to quality
evaluations from recorded calls require specific coaching and training. E-learning solutions help
optimize agent performance through the delivery of appropriate learning programs, from basic skills
training to complex-scenario courses and assessments.
The vendors listed here provided off-the-shelf course content for training call center employees.
Courseware content can also be developed using courseware authoring tools or by custom content
development firms.
Vendors include:
Impact Learning Systems
Intradiem
ProEdge Skills
Skillsoft
SQLearning (formerly known as StarQuest)
Web Customer Self-Service

Customer Self-Service Applications
Due to evolving customer preferences, CSS organizations require the flexibility to add self-service
options across new, emerging channels. Providing customers with the self-service tools they want,
and in the channels of their choice, will drive customer experience and preserve loyalty.
Growing at an average of $100 million a year, customer self-service spending on CRM software and
software subscriptions will reach $1.5 billion in 2015. Over 75% was spent on vendor solutions that
provide a full, functionally rich suite. Organizations prefer buying solutions that are preintegrated, as
the cost to integrate a number of point-based products can increase the total cost of ownership
(TCO) on a project over a five-year period by up to 55%.
Self-service on mobile devices has begun to emerge over the last three years. Channels frequently
used to deliver customer self-service are email response, live chat, self-service portal and singlechannel implementation.
Page 68 of 134
Knowledge management for self-service is becoming increasingly popular as customers rely on

being self-sufficient, and use assisted service only as an option when encountering complex service
situations.
Email response remains a popular self-service channel, particularly in the U.S. An email response
management system (ERMS) handles inbound customer email transactions in an automated
fashion, or provides the email operator with an interface to customer management systems and
knowledge repositories. ERMS is also used for proactive service.
Live chat is an agent-based interaction or discussion via text chat, and is more popular in EMEA. It
can stand alone or assist an interaction that a customer is carrying out on his or her mobile device.
A chat session involves interactive, Internet-browser-based, live-text or video interactions among
CSRs, or among live chat agents and external customers. During a chat session, complementary
Internet-based interactions (such as collaborative browsing, screen or application sharing, and
assisted forms completion) could take place. A chat session could also be initiated through other
self-service applications like a virtual assistant, then passed to a live agent. Live chat is primarily an
externally focused collaboration tool, as opposed to IM, which is an internally focused collaboration
tool.
It is unwise to implement ERMS or chat as a stand-alone or independent self-service solution from
the rest of an organization's customer service implementations, because the implementation
requires business rules, workflows and KM that exist in those solutions. Single-channel
implementation will yield expensive solutions with limited benefits due to a lack of automation and
repetitive work done on the areas noted. Only consider multichannel solutions, even if it is the first
step in installing a complete suite of multifunction, multichannel self-service applications, all on the
basis of your customers' journeys.
Cost savings are no longer the only expected ROI for implementation of self-service applications.
Instead, organizations expect improved operations and increased customer satisfaction.
Vendors include:
[24]7 (IntelliResponse)
Anboto
Avaya
Diabolocom
eGain
Eptica
Genesys
iSOCO
Page 69 of 134
Moxie
mplsystems
Oracle (RightNow)
Presence Technology
Salesforce
SAP
TouchCommerce
Knowledge Management
KM emphasizes an integrated approach to managing an enterprise's knowledge assets, which are
made up of the information available to an enterprise about its best practices, critical business
processes and operating environment. A successful KM strategy is comprised of:
People People who inform our need for information can come from within an enterprise and
outside the enterprise. The goal of a KM strategy is to empower as many people as possible to
participate in creating and consuming relevant knowledge.
Processes KM processes include the methods utilized to develop, maintain, deliver and
measure knowledge, and to encourage participation. This can be highly complex, as there is a
potentially wide range of KM processes.
KM is composed of a back-end knowledge base, search technology and a user interface.

KM is used widely:
For internal employees
For customer self-service (on mobile and the Web, kiosks, and high-tech equipment/appliances
and wearables)
For social media efforts (communities)
By partners
In other applications, such as for POS, automated teller machines (ATMs) and ticket machines
CSS processes are required on all channels of engagement and on all types of devices (including
home appliances and wearables) and to perform a wide variety of tasks. Every enterprise faces the
complex KM challenge of accessing the exact piece of information to solve a problem or answer a
question.
It is not possible for any one software supplier to address all combinations of KM requirements for
CRM customer service. KM happens through virtual customer assistants, in chat sessions, on the
Page 70 of 134
telephone, in community forums and in many other areas. Knowledge artifacts can be found
through search tools via enterprise portals or by way of content management tools. Business cases
must focus on integrating the knowledge base with multiple channels: Web chat to reduce chat
duration, ERMS to return emails with accurate answers and virtual assistants to enhance
information delivery in addition to the self-service search on the website. Realizing the value of KM
is possible as part of a long-term commitment to fine-tuning and enhancing the knowledge base.
The focus in KM is to achieve at least an 85% relevance of responses, guarantee constant use and
avoid users abandoning the search. The knowledge should be contextual and available on all
communication channels.
KM for CSS consists of six categories of knowledge:
1.
Agent The contact center agent is a repository of information on corporate products and
services, as well as problem resolution. Capturing agent knowledge in a repository can speed
up the delivery of services and the training of new individuals.
2.
Corporate Corporate knowledge contains the total body of knowledge necessary to deliver
on the strategic aims and objectives of an organization. It provides product and service
information, and can typically be accessed by any internal corporate Web citizen. Typically, the
head of operations will take responsibility for this information. In a sales-oriented organization,
the head of sales will take responsibility for this information's upkeep and delivery.
3.
Social Many people belonging to social networks post information on bulletin boards and
blogs. By gathering and analyzing the information written about your corporate products and
services, you will become aware of the public perception of your organization. Collect this
information and store it centrally for self-service access, because your customers often know
more about your products and services than you do. Use social knowledge to expand your
corporate thinking, taking into account what is being said about your organization.
4.
Partner If you have partners in your supply chain, then they are often the ones dealing
directly with your customers. Collect and store this information for Web-based, self-service
access by other partners within the supply chain so you have a common way to resolve
problems and queries. Also, use this information to bring new partners online in as short a time
as possible, and to check on the quality and content of interactions that your partners have with
your most valuable asset: your customers.
5.
Search Public search engines do not include corporate knowledge unless specific items of
corporate knowledge are tagged as accessible to search engine spiders. By opening up some
areas of corporate knowledge via a public self-service engine, it is possible to have your internal
information listed together with publicly searched results.
6.
Hosted community In developing and deploying theme-based community forums, a group of

like-minded people impart valuable information that can be collected, filtered, authored and
provided back to the community or other areas for self-service search. Use these community
areas to capture knowledge or to provide the community with access to the knowledge
repository to store its specific information, which can be accessed and retrieved only by that
community.
Page 71 of 134
Vendors include:
Almawave (Iride CRM)
AnswerDash
Aptean (Knova)
Astute Solutions (Astute Knowledge)
Coveo
Dezide
eGain KnowledgeAgent
Eptica
FacilityLive
Kana Knowledge Management (Verint Systems)
KMS lighthouse
KnowledgeBroker
Microsoft (Parature)
MindTouch
Moxie
noHold
Oracle (Knowledge)
Panviva
PTC (Servigistics)
RightAnswers
Safeharbor Knowledge Solutions (Enghouse Interactive)
Transversal
Virtual Customer Assistant

A virtual customer assistant (VCA) simulates a conversation to deliver information and, if advanced,
can also take action on behalf of the customer. It consists of four technology components:
1.
Natural-language processing engine
2.
User interface that receives the request and delivers the response via speech or text
Page 72 of 134
3.
Search engine that can traverse big data repositories of knowledge and content, with strong
content authoring and management
4.
A context engine to understand the intent of an individual
Work by current VCA vendors is raising awareness of general vulnerability assessment (VA)
technology as a practical tool. The transition from reactive virtual assistants that respond to
questions for which answers can be found in structured content libraries to proactive VCAs that
look at the characteristics of the individual and act on their behalf is underway, but will require a few
years to reach the mainstream. With the transition to a mobile-first user experience, many of the
VCAs are in need of updating, especially to leverage the information available on smartphones.
Effective use of a VCA can divert customer interactions away from an expensive phone channel to a
less expensive, self-service channel, and especially to a mobile platform. The use of a voiceenabled VCA in a kiosk or an automated teller machine can alleviate the need for typed
interventions, and can assist in creating an interesting interaction for a nontraditional audience.
The interaction with a virtual customer assistant is via the Web, SMS, chat messenger, or other
Web-based or mobile interfaces. Building a virtual assistant depends on speech-based applications
in situations where voice processing is enabled and relies extensively on a KM back end that is the
storage repository for the virtual assistant's knowledge. This combination of speech technology and
the virtual assistant provides a strong customer service proposition. A great virtual assistant offers
more than just search. It should enrich the quality of the customer experience and assist the
customer throughout the online interaction.
Vendors include:
[24]7
Anboto
Artificial Solutions
CodeBaby
Creative Virtual
Ecreation
eGain
Eidoserve (GetAbby)
Existor
GyrusLogic
Google
Inbenta
InteliWISE
Page 73 of 134
Interactions
Intoote
iSOCO
LogicJunction
Microsoft
Next IT
novomind
Nuance Communications (VirtuOz)
Occambee
Oddcast
SelfService Co.
Stanusch Technologies
Synthetix
Transversal
Viclone
Virtual Zone
Xiaoi
Zucchetti

and construct cases, and also enables peer interaction and KM.
Vendors include:
Dimelo
Get Satisfaction
Jive Software
Salesforce
Zimbra
Page 74 of 134
Recorded Video Customer Support

Recorded video customer service is the process of using prerecorded video clips to impart "how to"
instructions for customer service, or provide product or service training. These videos can be
hosted on popular social media sites such as YouTube or embedded in a Web self-service
knowledge base for a great customer experience.
General consumer acceptance of YouTube for instructional videos, combined with increased
bandwidth via new generations of mobile networks, has made video an increasingly important
aspect of the customer experience. Prerecorded video clips that impart how-to instructions to
support customer service or training can reduce interactions with the CEC. Phone or Web chat
agents can also provide customers with a URL to a recorded video clip that will show how to
address a particular problem.
Videos are particularly effective at capturing and recording deep and broad instructions for various
processes. Manipulative acts for mechanics, development logic for software workers and lengthy
time-lapse processes for workers of all kinds are just a few of the "task families" that video can
present to educate customers and employees in learning activities. Whether using a how-to video to
change a battery on a vehicle or a laptop, or as a demonstration tool, organizations can deflect
interactions from the CEC. These video clips can form part of an organization's video knowledge
repository, or can be indexed from social networks such as YouTube and accessed using a search
tool for internal knowledge bases. When stored in the knowledge repository, it is referred to as
"video knowledge."
Vendors include:
Avaya
eGain
Moxie
Oracle (RightNow CX Cloud Service)
Salesforce
Mobile Customer Service

During 2013, mobile device sales surpassed the sales of desktop and laptop devices. Together with
the ever-increasing processing power of the smartphone, this has resulted in many organizations
investing in a mobile strategy for expanding their customer interactions.
Mobile customer service applications provide mobile applications that reside in or are accessible
from smartphones and tablets, and are completely supported by the enterprise. This can take the
form of contextual search, contextual delivery of knowledge, location-based service or multimodal
Page 75 of 134
(the customer can be in a self-service process, but request or be given live agent support via chat,
voice or co-browsing) customer support.
Over the last 12 months, we have observed the rising popularity of mobile customer service
applications in multiple industries and geographies. However, development has not been as fast as
we thought, as many consumer-facing apps that people use daily are free of charge and thus
provide minimum or no support. The in-app support, as well as support via a company's mobile
website, has only started to emerge in industries such as hotels, airlines, banking and
telecommunications, where expectations of customer service via mobile devices are higher than
other channels.
The mobile customer interaction can be presented in one of three ways:
Mobile browser Using a mobile device's built-in Web browser to access Web-based content
is the least expensive investment an organization can make when starting to deploy customer
interactions. Any Web-based functionality and content available on a laptop or via a desktop
browser can be accessed by a mobile device. The customer experience, however, is not very
rich, because content drops off the bottom and right side of the screen, requiring the customer
to continuously scroll to access all content.
Mobile Web Organizations deploy mobile Web technologies on a back-end server. The
mobile server recognizes the incoming device, and formats the screen content accordingly. A
BlackBerry is distinguished from an iPhone, in that the content is formatted on the server and
delivered to another device with the correct function keys and formatting enabled for that
particular device. This method caters to a vast array of mobile devices and retains the
processing power on the server, as opposed to relying on the phone, and can deliver a rich
customer interaction.
Mobile application The mobile application is downloaded from the Web and installed on the
device. Because mobile applications are unique to every mobile platform, multiple versions of
the application are needed. The mobile application moves some processing power and all
display and formatting processing to the mobile device, and focuses mostly on the transfer of
information. The mobile application has the potential to deliver rich customer interactions, but is
the most expensive method for moving interactions to a mobile device.
Vendors included:
[24]7 (IntelliResponse)
Creative Virtual
eGain
Eptica
Genesys
Moxie
Page 76 of 134
mplsystems
Oracle
Pegasystems
Salesforce
SAP
TouchCommerce
Vendors that have mobile CRM customer service applications that are available exclusively on a
mobile device, and not available as a desktop or laptop installation, include:
[24]7
Apple (Siri)
EasyAsk (EasyAsk Quiri)
Iris Mobile
Nuance Communications (Nina)
Sherpa
Urban Airship
Contact Center Infrastructure

Contact Center Routing Systems
The contact center infrastructure (CCI) market has been showing a trend toward consolidation for
several years, along with an increased focus on cloud-based solutions. While some best-of-breed
point products will remain relevant, customers are progressively moving to broader solutions from
vendors that can provide a portfolio of applications spanning a broad set of functionality, including
automatic call distribution (ACD), multimedia routing, IVR, automated outbound calling, computertelephony integration (CTI) and workforce optimization.
Enterprises are increasingly recognizing the potential synergies between customer-facing CCI and
software solutions, and their current or planned investments in internal-facing unified
communications (UC) architectures. As a result, planners must consider how these investment
strategies can coexist and potentially share communications and collaboration components.
"Magic Quadrant for Contact Center Infrastructure" provides an overview of the leading CCI
vendors.
Vendors include:
Page 77 of 134
8x8
Aastra Technologies
Alcatel-Lucent
Altitude Software
Aspect
Atlantic Technologies
Avaya
Bell Canada
BT Group
C-Zentrix
Capgemini
CenturyLink
Cisco
Colt
ComputerTalk
Content Guru
Convergys Zimbra
Dimension Data
Drishti-Soft Solutions
eGain
Enghouse Interactive (Apropos, CosmoCom, Syntellect, Zeacom)
Five9
Genesys (Echopass)
Huawei
inContact
KPN International
LiveOps
Mattersight
Page 78 of 134
Mitel
NEC
NewVoiceMedia
Noda
Orange
Protocol One
SAP
Satmap
Shoretel
Telax
Telefonica
TeleTech
Toshiba
Transera
Unify
Verizon
Vocalcom
Vodafone
VoltDelta
West Interactive
Zeacom
ZTE
Voice Self-Service
Automated self-service that includes voice functionality is an important option for contact centers.
These solutions provide an alternative to live contact center agents when resolving a range of
customer service issues, and allow managers to balance the quality of live call service with the cost
and scaling advantages of automation. Most contact centers seek to increase self-service
automation by continuously evaluating customer satisfaction while simultaneously developing
options that increase self-service utilization and call completion rates.
Page 79 of 134
There are two primary options for interacting with telephone callers using voice self-service:
The first is via the standard touch-tone telephone keypad, and this remains the most common
form of telephone information entry.
The second is to use speech recognition. This is particularly effective for certain types of
problems and environments, and comes in various forms.
There is an increased demand for options that allow interacting with callers who also have other
simultaneous interaction options. Two related options are initiating calls to customer service from
within a Web session and using omnichannel tools to improve self-service.
1.
There are different ways to initiate a live call from a Web session. Current common options for
integrating Web activity with a subsequent call are "click-to-call-back" and the use of visual IVR
tools to assist in converting IVR scripts to Web and mobile screens. An emerging trend is
initiating voice calls to customer service directly from within a self-service Web session using
Web real-time communication (WebRTC) or another browser-based session. A related form of
voice interaction is when customers contact customer service via a voice over IP (VoIP) soft
client, such as Skype. As Internet voice usage increases, these forms of interaction will become
an attractive option for some call centers.
2.
Omnichannel interactions are primarily geared toward interacting with callers with smart mobile
devices where it is possible to interact with multiple channels. These interactions occur when a
single session is aware of the other channels and can offer options to incorporate them. For
example, in a self-service call flow, a caller asking about a doctor's office or a restaurant might
be given the option of having the address sent to the SMS number from which he or she is
calling. This saves the caller from having to write down information, which is especially critical if
he or she is driving in a car.
Voice Response Platforms
Voice response platforms provide voice access to information and applications, and can perform
complex call routing based on information provided by the caller (see "MarketScope for IVR
Systems and Enterprise Voice Portals").
IVRs initially were deployed on dedicated, special-purpose hardware-based platforms. Starting in
2000, a new generation of more open-software-based communications platforms emerged. These
supported IVR functionality based on a Web-style architecture that separated the Web applications
from the voice portal platform. In effect, there were two layers: the Web application layer and the
voice portal platform layer. The control protocol between the two layers is based on Internet
standards, in particular on VoiceXML and Call Control XML (CCXML). These new voice portal
architectures increasingly also supported VoIP standards, such as Session Initiation Protocol (SIP),
and speech standards, such as Media Resource Control Protocol (MRCP). The voice portal model
became the dominant approach by 2005.
In 2010, another architectural approach emerged that was designed for flexible cloud deployments;
Gartner calls this approach the native cloud communication ecosystem (NCCE). NCCEs use the
three-layer approach common to cloud architectures infrastructure as a service (IaaS), platform
Page 80 of 134
as a service (PaaS) and SaaS. The communication PaaS layer incorporates functionality similar to
the voice portal, and typically supports VoiceXML. To do this, the communication PaaS layer has
unique characteristics to enable real-time communications, such as voice, telephony and video. In
current implementations, some solutions integrate the communication PaaS and IaaS layers in order
to support the more exigent real-time communications requirements. However, the solutions also
may leverage established IaaS solutions, such as Amazon Web Services (AWS) or Microsoft Azure,
for scaling and cost reasons.
The NCCE approach currently offers significant advantages when addressing the omnichannel
requirements of applications and users, because it can more easily be extended to accommodate
emerging technology options. The communication PaaS and IaaS approach offers significant
scaling and startup cost advantages, because communication PaaS applications only pay for
services as they are used and the IaaS approach allows rapid scaling on demand. An important
characteristic of these solutions is their ability to leverage an ecosystem of partners to deliver
services at each of the layers. In some cases, the communication PaaS layer leverages other SaaS
and PaaS solutions to meet application needs. The result is that the applications come together as
a cloud communications ecosystem.
NCCE communication PaaS vendors include:
Aspect
Plivo
Tropo
Twilio
Below, we list the vendors whose IVR platforms are often sold as stand-alone solutions. Many
additional vendors sell IVR applications primarily as part of a broader contact center solution.
IVR vendors include:
Aspect
Avaya
Cisco
Convergys
Enghouse Interactive
Genesys
Plum Voice
West Interactive
Page 81 of 134
Speech Technologies
Contact center speech software enables communications IVR applications to identify spoken words
or phrases (utterances). This technology, often called automatic speech recognition (ASR), allows
certain IVR tasks to be performed more effectively than via touch-tone phone keypad entry.
ASR offers improvements in three major areas:
Complex data entry An entry such as date and time or the names of cities and states is
extremely difficult to accomplish via a telephone keypad. ASR allows callers to speak the date
and time or the name of the city and state. The system identifies the answer.
Open-menu applications Complex menus are difficult to navigate via touch tone and result in
low call completion rates. For example, applications offering callers a broad range of possible
problem-solving options or offering many service options are not easily accomplished via touch
tone. An open menu can simply ask, "How may I help you?" and then use speech recognition to
identify the caller's needs.
Hands-free operation This is a third area where ASR is particularly helpful. It is useful when
the caller must make requests without using his or her hands for example, the caller may be
operating a vehicle or some other type of machinery when seeking help.
Speech recognition IVR applications are more expensive than standard dual-tone multifrequency
(DTMF) touch-tone applications. To properly evaluate the options, enterprises must understand how
much incremental improvement the ASR technology will offer over the less expensive DTMF
interface.
Speech technology vendors include:
Aspect
AT&T (Watson)
Microsoft
Nuance Communications
Open-source ASR options include:
CMU Sphinx (developed at Carnegie Mellon University [CMU],Pittsburgh, Pennsylvania)
Julius (developed at Nagoya Institute of Technology, Japan)
Simon (a project at the Federal University of Para, Brazil)
VoxForge (part of Source Forge)
Several ASR-related technologies can enhance application performance and the user experience
under specific conditions: speaker verification, human-assisted IVR and speech functionality.
Speaker verification, also known as voice recognition and voice biometrics, identifies the person
who is speaking by the characteristics of his or her voice. The most common applications are
Page 82 of 134
password reset and the prequalification of callers into a sensitive IVR application, such as those
used by the banking or healthcare industries.
Vendors include:
Aspect
MModal
ValidSoft
VoiceVault
Human-assisted IVR integrates speech recognition functions with a live human agent. This
integration can significantly increase speech recognition rates while also leveraging speech
recognition automation. One approach is to record spoken utterances that are not recognized by
the ASR engine and pass them to a pool of waiting agents who identify what is being said. This
happens quickly and without the awareness of the caller.
Vendors include:
Interactions
Spoken Communications
Social for Customer Service

and construct cases, as well as enable peer interaction and KM.
Vendors include:
Dimelo
Get Satisfaction
Jive Software
Salesforce
Zimbra
Page 83 of 134
Social Analytics for Customer Service

Social analytics applications for customer service enable organizations to pinpoint the area where a
customer service process falls short, and the factors that caused inadequate support of the
customer. These applications are often packaged with social media engagement applications for
customer service.
Vendors include:
Attensity
Clarabridge
Conversocial
Coosto
Engagor
Five9
Social Media Engagement

Social media engagement applications for customer service enable social media monitoring and
response. These applications handle inquiries and complaints raised on popular social networks,
forums and blogs in a linear, case-by-case manner.
Vendors include:
Conversocial
Coosto
Dimelo
Engagor
Sparkcentral
Internal Community Software

Internal community software for customer service enables internal collaboration among customer
service agents for a case, a set of cases or a customer record. Internal community software
capabilities ideally should be embedded in a customer service application.
Vendors include:
IBM
Jive Software
Page 84 of 134
Microsoft
Salesforce
SugarCRM
Social Media Publishing

Social media publishing applications for customer service enable organizations to push content out
to different social networks for consumer alert purposes.
Vendors include:
Attensity
Clarabridge
Conversocial
Medallia
Salesforce
Sprinklr
Social Contact Management

Social contact management applications help CRM specialists consolidate social contact profiles
with another contact profile of record.
Vendors include:
Ecquire
Gigya
IDInteract
Janrain
Mblast
Customer Service Analytics

operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM
and chat). Deployment in a contact center can potentially uncover a diverse range of insights to
Page 85 of 134
improve the performance of the contact center and its agents, as well as provide customer and
pricing strategy).
Vendors include:
Almawave
Avaya (Aurix)
CallMiner
Genesys (Utopy)
HP Autonomy
Mattersight
Nexidia
Nice Systems
Ramp
Verint Systems
Text Analytics
Text analytics can process large volumes of text-based material to derive business insight,
understand customer behavior, automate processes and organize information. The text analytics
market consists of a large number of vendors, but many of them are small and are using immature
technologies and products that may be unsuitable for some uses. We list a sample set of leading
vendors.
Vendors include:
Attensity
Clarabridge
HP Autonomy
IBM
Lexalytics
Megaputer Intelligence
Nice Systems
Page 86 of 134
Salesforce
SAS
Social Analytics for Customer Service

Social analytics applications for customer service enable organizations to pinpoint the area where a
customer service process falls short, and the factors that caused inadequate support of the
customer. These applications are often packaged with social media engagement applications for
customer service.
Vendors include:
Attensity
Clarabridge
Conversocial
Coosto
Engagor
Five9
Real-Time Decisioning
Real-time decisioning software combines analytical insight with business strategy to identify the
optimal customer treatment that applies broadly across the enterprise. Most deployments are in the
contact center and focus on cross-selling activity. Real-time decisioning solutions have also been
deployed across other channels, such as retail stores, bank branches and websites. Other
applications include prioritizing customer support opportunities, fraud detection and service
personnel alignment.
Vendors include:
Convergys
ExactTarget (iGoDigital)
FICO
IBM
Infor
Oracle
Pegasystems
Pitney Bowes Software (Portrait Software)
Page 87 of 134
Pontis
SAP (KXEN)
SAS
Teradata
ThinkAnalytics
Field Service
Field Service Management
The applications that we focus on in this section help field service personnel in four ways:
With the receiving requests for a field service technician, received over the Internet, over the
telephone or arriving from an intelligent device
With making assignments to a service technician (long, midrange, weekly and intraday
optimization of the technician, factoring in assets and improved service-level agreement
compliance)
With allowing complete mobilization of the technician to perform end-to-end service tasks,
including the ability to look up inventory status in real time or cached on a wireless device
With obtaining field service functionality that supports a continuum of field service models, from
reactive to preventive to predictive to reliability-centered maintenance
In addition to the core scheduling component and mobile support mentioned above, an end-to-end
field service management (FSM) solution may also contain the following:
Field technician management (skills, plan board, assignment, route and technician schedule
optimization)
Entitlements and contract management
Product and pricing configuration
Location-based field service work, on a variety of mobile devices
Case-based reasoning/KM
Project management software
Reporting and service analytics
Bill/invoice preparation
Field parts, tools and material/parts management (essentially, a field supply chain management
[SCM] system)
Intelligent device management and fleet management
Page 88 of 134
Depot repair
Software for mobile application support that includes a user experience that maps to mobile
workflow, as well as client-side and server-side middleware
A service integration framework or platform
Vendors include:
ABB (Ventyx)
Arris
Astea International
ClickSoftware
Comarch
FastLeanSmart (FLS)
FieldConnect
FieldOne Systems
FieldPower
FieldSolutions
Hitachi Solutions
IFS (Metrix 360 Scheduling)
Infor (Single Source Systems, Infor Lawson)
isMobile
Marathon Data Systems
mplsystems
Oracle (Siebel, E-Business Suite, Real-Time Scheduler)
Overit
PTC (Servigistics)
Quintiq
Retriever Communications
SAP
ScheduleSoft (Workloud)
ServiceMax
Page 89 of 134
ServicePower
Tesseract
TOA Technologies
Vertical Solutions
ViryaNet
WennSoft
Customer Experience Management

Enterprise Feedback Management
Enterprise feedback management is a fragmented market, with no leaders and more than 300
offerings identified by Gartner. We group these into three types of vendors:
One type provides simple tools for collecting surveys in a single communications channel (such
as via the Web or IVR).
A second type specializes in processes such as customer satisfaction surveying, employee

satisfaction, new product development feedback or complaint management.
A smaller group, listed below, provides enterprise feedback management applications that work
across multiple channels, and that can be used for multiple processes. Gartner hears the most
about these vendors from our end-user clients, partners and vendor clients.
We expect consolidation to occur in the enterprise feedback management market during the next
few years, and will keep clients apprised of changes.
Vendors include:
Aptean (Respond)
CallidusCloud (Clicktools)
Charter UK
Clarabridge (Market Metrix)
Concept (myK)
Confirmit
FBC Software
ForeSee Results
GetFeedback
IBM (SPSS)
Page 90 of 134
InMoment (Mindshare Technologies)
InsightNow
Interview SA
InTouch
Inworks
iPerceptions
iSky
MaritzCX
Medallia
Nice Systems
NetReflector
OpinionLab
PeriscopeIQ
Qualtrics
QuestBack
QuickSearch
Ransys Feedback Technologies
ResponseTek
SAS
SandSIV (CustVox)
Satmetrix
Smoke Customer Care Solutions
SynGro
Thirty by Thirty
Vision Critical
Verint Systems
Page 91 of 134
Voice of the Customer

Voice of the customer (VoC) solutions combine multiple, traditionally siloed technologies associated
with the capture, storage and analysis of direct, indirect and inferred customer feedback.
Technologies such as social media monitoring, enterprise feedback management, speech analytics,
text mining and Web analytics are integrated to provide a holistic view of the customer's voice.
Astute CRM specialists capitalize on the resultant customer insights by disseminating relevant
information to the right person at the right time on the right channel. The landscape is still taking
shape, and the leading vendors come from a variety of backgrounds with very different core
strengths.
Vendors include:
Attensity
CallMiner
Clarabridge
ClickFox
Confirmit
CustVox
ForeSee Results
HP Autonomy
InMoment
iPerceptions
iSky
MaritzCX
Medallia
NetReflector
Nexidia
Nice Systems
OpinionLab
Qualtrics
QuestBack
ResponseTek
SandSIV
Page 92 of 134
Satmetrix
Smoke Customer Care Solutions
SynGro
Thirty by Thirty
Verint Systems
Customer Experience Management Service

We group customer experience management service providers into five groups: Tier 1 system
integrators, marketing service providers, business process outsourcers, digital agencies and
specialist consultancies.
Tier 1 system integrators include:
Accenture
arvato
Atos
BearingPoint
BT (BT Global Services)
Business & Decision
Capgemini
CGI
Cognizant
CSC
Deloitte
EY
Fujitsu
HCL Technologies
HP Enterprise Services
IBM Global Business Services
Infosys
NTT Data
PwC
Page 93 of 134
Reply
Tata Consultancy Services (TCS)
Tech Mahindra Business Services Group (BSG)
Wipro Technologies
Marketing service providers include:
Acxiom
Affinity Solutions
Aimia (formerly known as Carlson Marketing)
Allant Group
Brierley+Partners
Dex Media
dunnhumby
Epsilon
Equifax
Experian
FICO
Harte Hanks
KBM Group
Merkle
Rapp
Targetbase
Valassis (Valassis Relationship Marketing Systems [VRMS])
Business process outsourcers include:
Aegis
Alorica
Atento
Concentrix
Convergys
Expert Global Solutions (Asia/Pacific Customer Services)
Page 94 of 134
Firstsource
IBM Global Process Services
NCO
Serco
Sitel
Sutherland Global Services
Sykes
Teleperformance
TeleTech
Transcom
transcosmos
Vertex Business Services
West Communication Services
Xerox
Digital agencies include:
Accenture Digital
Creuna
Deloitte Digital
FullSIX
IBM (Interactive Experience)
iCrossing
Interpublic Group (Draftfcb, MRM//McCann, R/GA)
Isobar
Landor Associates
Lippincott
Meredith Xcelerated Marketing
Page 95 of 134
Omnicom Group (Organic, RAPP)
Publicis Groupe (DigitasLBi, Nurun, Pixelpark,Razorfish, Rosetta, Sapient)
Salmon
Universal Mind
Wieden+Kennedy
Work Club (Havas)
WPP (Acceleration, AKQA, Blast Radius, Ogilvy Digital, Possible, Syzygy, VML, Wunderman)
Specialist consultancies include:
AboutFace
Adaptive Path
Andrew Reise Consulting
Beyond Philosophy
ClearAction
Copernicus Marketing Consulting
CustomerBliss
Econsultancy
EffectiveUI
EMC (EMC Consulting)
Fifth Quadrant
Futurelab
Kobra
Lighthouse Technologies
Mulberry Consulting
Nielsen Norman Group
Nunwood
OgilvyOne
Peppers & Rogers Group (part of TeleTech)
Prophet
Root
Page 96 of 134
Strativity Group
Talent Vectia
TandemSeven
The Customer Experience Co.
The Service Profit Chain Institute
Utopia Image
Walker Information
West Monroe Partners
ZS Associates
Zyman Group
Cross-CRM
Cross-Functional Customer Analytics
Web Analytics
Web analytics is a market of specialized analytics applications used to understand and improve the
online channel user experience, visitor acquisition and actions, and to aid optimization efforts in
digital marketing or intranets. Products offer reporting and segmentation capabilities, analytical and
performance management, historical storage, and integration with other data sources and
processes. The tools are used by marketing professionals, advertisers, content developers, CSS
and the website's operations team.
Vendors include:
Adobe
Anametrix
comScore
Google
IBM
KISSmetrics
SAS
Teradata
Page 97 of 134
Webtrends
Customer Value Analysis

Customer value analysis usually includes channel and product profitability (often finance-driven), as
well as the multiple types of marketing-driven customer profitability (such as contribution, current
profitability and lifetime value) prevalent in most businesses. This subject requires a wide range of
capabilities, from activity-based costing (ABC) to predictive modeling and raw scoring capabilities.
Vendors include:
Ignite Technologies
Oracle
SAP
SAS
Teradata
Customer Predictive Analytics

Predictive analysis involves estimating or modeling the potential aspects of a relationship.
Predictive analysis solutions come in the widest variety of any CRM application solution. From data
mining workbenches to industry vertical black-box applications, user organizations need to
consider the level of expertise each user will have.
The term "predictive analytics" is used to describe approaches to data mining with four attributes:
an emphasis on prediction (rather than description, classification or clustering); rapid time to insight
(measured in hours or days); an emphasis on the business relevance of the resulting insights; and
an increasing emphasis on ease of use, thus making the tools accessible to business users.
Vendors include:
Alpine Data Labs
Alteryx
Angoss Software
Dell
FICO
IBM
Mattersight
Microsoft
Oracle
Page 98 of 134
Pegasystems (Chordiant Software)
SAP
SAS
Tibco Software
Real-Time Decisioning
Real-time decisioning software combines analytical insight with business strategy to identify the
optimal customer treatment that applies broadly across the enterprise. Most deployments are in the
contact center and focus on cross-selling activity. Real-time decisioning solutions have also been
deployed across other channels, such as retail stores, bank branches and websites. Other
applications include prioritizing customer support opportunities, fraud detection and service
personnel alignment.
Vendors include:
Convergys
ExactTarget (iGoDigital)
FICO
IBM
Infor
Oracle
Pegasystems
Pitney Bowes (Portrait Software)
Pontis
SAP (KXEN)
SAS
Teradata
ThinkAnalytics
Text Analytics
Text analytics can process large volumes of text-based material to derive business insight,
understand customer behavior, automate processes and organize information. The text analytics
market consists of a large number of vendors, but many of them are small and are using immature
technologies and products that may be unsuitable for some uses. We list a sample set of leading
vendors.
Page 99 of 134
Vendors include:
Attensity
Clarabridge
HP Autonomy
IBM
Lexalytics
Megaputer Intelligence
Nice Systems
Salesforce
SAS
operational data and call flow dynamics, or unstructured, such as audio and text (voice, email, IM or
chat). Deployment in a contact center can potentially uncover a diverse range of insights to improve
the performance of the contact center and its agents, as well as provide customer and
pricing strategy).
Vendors include:
Almawave
Avaya (Aurix)
CallMiner
Genesys (Utopy)
HP Autonomy
Mattersight
Nexidia
Nice Systems
Ramp
Page 100 of 134
Verint Systems
Intelligent Business Process Management Suites

Intelligent Business Process Management Suites
An intelligent business process management suite (iBPMS) takes advantage of system and human
intelligence to create, manage and improve a wide range of business processes frequently, those
for customer service, but often those coordinated across different business functions. An iBPMS is
a process-centric, model-driven application development platform, which uses process and rules as
the primary orchestration focus of an application and is easily built and changed by modifying an
abstract model of the application, rather than writing code. A key aspect of an iBPMS is that
business users tend to be highly involved in managing the process.
Examples of intelligent business processes include the ability to discover trends or predict events
that could adversely impact business outcomes, and then suggest alternative approaches that may
dynamically change the process to avoid events (e.g., possible service-level breaches). The iBPMS
may also enable collaboration in the context of a specific process instance to ensure improved
outcomes, perhaps by using information obtained in a similar situation. In more advanced iBPMSs,
ad hoc actions can be "automated" by a smart agent or a goal-seeking, rule-driven capability that
learns from prior process instances and improves the ad hoc response over time (see "Select the
Right Type of BPM Platform to Achieve Your Application Development, Business Transformation or
Digital Business Goals").
In an iBPMS, the universe of process knowledge can expand using data intelligence business
activity monitoring (BAM), a term that means data from external sources can be dynamically
correlated and analyzed with in-flight process performance data (see "Find the Best Approach to
Decision Management"). As a result, an iBPMS can take advantage of the insights derived from the
processes it orchestrates, as well as the insights and context derived from other sources (such as
big data and context brokers). This capability is essential to compressing the time it takes to go
from insight (context evaluation) to action in exploiting each digital business moment allowing
organizations to service their customers in a more contextually relevant and intelligent way.
Vendors include:
AgilePoint
Appian
AuraPortal
BP Logix
DST Systems
IBM
K2
Page 101 of 134
Kofax
Newgen Software
Oracle
Pegasystems
PNMsoft
Software AG
Tibco Software
Whitestein
Master Data Management for Customer Data

Master Data Management for Customer Data
Master data management (MDM) helps organizations create and maintain a consistent, shareable
and accurate single version of customer data across their business operations. It provides both a
framework and technology, to ensure the uniformity, accuracy, stewardship, semantic consistency
and accountability of enterprisewide, shared customer master data assets.
Trusted customer data and a single view of the customer are fundamental to the success of a CRM
or other customer-centric strategy. The ability to identify customers correctly and to draw on a
reliable, accurate and comprehensive single-customer view in customer-centric processes and
interactions is highly valuable to groups that interact with customers, such as marketing and sales
and service organizations. It can help organizations deliver the appropriate customer experience,
cross-sell (between products and markets), retain customers, and execute end-to-end processes
efficiently and effectively. It can help organizations manage risk and enable regulatory compliance.
As the use of social media and big data becomes business-as-usual, MDM of customer data is
increasingly key to managing the links between the fragments of customer data, enabling
organizations to better understand the behavior and sentiment of their customers.
Vendors include:
Ataccama
IBM
Informatica
Oracle
Orchestra Networks
SAP
SAS
Page 102 of 134
Talend
Tibco Software
VisionWare
Regional CRM Specialists

European CRM Application Software Specialists
Europe has many local CRM vendors, in addition to large global vendors. Because customer-centric
activities in Europe tend to be regionally driven, local software vendors specialize in regional needs
and functional capabilities. Many European companies prefer local country providers, because they
assume these providers know more about local customer experience needs. Knowledge of cultural
norms, language and localization provides a strong value proposition for vendors in the local space.
Many of these vendors operate in multiple countries or specialize by industry. The best-known
European specialists, including non-European companies, are listed by country.
Vendors include:
Austria:
Fabasoft
UNiQUARE
update software
Upper Network
Viscovery
Belgium:
Efficy
Selligent
Smart I.T. Systems
Czech Republic:
Futurelytics
Denmark:
AGNITiO
BIQ
ChannelCRM
Page 103 of 134
Falcon Social
Voxmeter
Finland:
Dealmachine
Innofactor
France:
Atos (blueKiwi)
Cegedim
Coheris
Criteo
easiware
Eptica
eServGlobal
FBC Software
iAdvize
IKO System
Neocase Software
PTC (Servigistics)
Seesmic
Sparkow
Synthesio
Germany:
Accenture (CAS Software)
Camos
Cursor Software
OpenText (Cordys)
GFT
Intershop
Page 104 of 134
ITyX
PiSA sales
Team4
unblu
USU
Valuescope
Greece:
Interworks Cloud Services
Ireland:
BAE Systems Applied Intelligence
Datahug
Fineos
Idiro Technologies
Israel:
Amdocs
Nice Systems
Pontis
Italy:
Almawave
Esa Software
Gruppo Formula
Pat Group
Siseco
Trueblue
Xtel, a Kantar Retail Co.
Netherlands:
Amyyon
Exact
Page 105 of 134
getBIZZI
IDB Groep
SalesManager Software
Scope marketing technology
SelfService Co.
UNIT4
Norway:
24SevenOffice
Confirmit
QuestBack
SuperOffice
Poland:
Comarch
Portugal:
Altitude Software
Russia:
InvisibleCRM
Terrasoft
Spain:
Accenture (Neo Metrics Analytics)
B-kin
Comverse (Solaiemes)
Infonis
Interactive Medica
Leelo
Vincle Internacional
Yunbit
Sweden:
Page 106 of 134
Abalon
Brimstone
EDB (Proconsa Application Suite)
IFS
Proconsa
Tacton Systems
Teleopti
Wipcore
Switzerland:
BPA Solutions
BSI
Easyone
SandSIV
Turkey:
Ericsson (Bizitek)
SFS
VeriPark
Ukraine:
BPM-Online CRM
U.K.:
Actis Sales Technologies
BAE Systems Applied Intelligence
EmergeAdapt (CaseBlocks)
Celerity
Charter UK
CommuniGator
Conversocial
Creative Virtual
Page 107 of 134
DataSift
Elateral
Feefo
Lyris
Maximizer Software
Noetica
Northgate Information Solutions
numero (Smart Analytics)
Pro EQ
Rant & Rave
Really Simple Systems
Redcastle
Relayware
SDL
SynGro
The Lateral Group
ThinkAnalytics
Transversal
Trovus
webCRM
Workbooks.com
Asia/Pacific Region CRM Application Software Specialists

The Asia/Pacific region continues to invest in CRM, with a focus on sales, followed by customer
service and marketing. Overall investments in social for CRM, marketing automation and digital
commerce increased in 2014. The Asia/Pacific region includes multiple markets with diverse needs
and maturity levels. Although multinational corporations continue to invest in the region, local
players challenge the global players in various industries and geographies.
Vendors include:
[24]7
Adobe
Page 108 of 134
Amdocs
Aptean (Consona and CDC Software)
Avaya
Axind Software
Blackbaud
Capillary Technologies
Cegedim (Dendrite International)
CipherCloud
Cisco
Criteo
Epicor Software
Experian
Flytxt
Genesys
IBM
Infor
InteractCRM
IntelliResponse
Jacada
Jive Software
Mara-Ison Technologies
Microsoft (Dynamics CRM)
NetSuite
Nice Systems
OpenText
Page 109 of 134
Oracle
Pegasystems
Pitney Bowes
Sage
Salesforce
SAP
SapientNitro
SDL
Squiz
SugarCRM
SunTec Business Solutions
Teleopti
Teradata
Vinculum
Zendesk
Zoho
Below, we divide the list further by country regional providers, including:

Australia:
Cyara
Fifth Quadrant
Panviva
Premier Technology
Pronto Software
SMS Management & Technology
TechnologyOne
Unity4
UXC
China:
Page 110 of 134
800APPs
Alibaba
AsiaInfo
ChinaPnR
China UnionPay
CIC
Computop
Dodoca Information Technology
eSoon
Facishare Technology
Huawei
iFLYTEK
Kingdee
Neusoft
ShopEx
Sina Weibo
Tencent
TravelSky
Ufida Software
Weimob
Weixinhai
Xiaoi
Xiaoshouyi
ZTEsoft
India:
Axind Software
Cirrius Wireless Technologies
CRM24x7
Page 111 of 134
CRMnext
CustomerXPs
Drishti-Soft Solutions
Flytxt
Litmus7
Manthan Systems
MartJack
NetSoft Solutions
Net Solutions
Octashop
Ramco Systems
Talisma
Vinculum
Japan:
Canon Esquisse System
Commerce21
CTC Technology
Fujitsu
Iwatsu Electric
Lockon
Mitsui Knowledge Industry (MKI)
NEC
Nihon Unisys
NRI
NTT Communications
NTT Data
NTT Software
Oki
OKWave
Page 112 of 134
Softbrain
Softcreate
Synergy Marketing
Plus Alpha Consulting
TechMatrix
XyXon
Korea:
Bridgetec
Buttle Information Systems
Hansol Telecom
MPC
Rsupport
Will-Be Solution
Malaysia:
Juris Technologies
NuSuara Technologies
Singapore:
NCS
Vocanic
CRM Business Process Outsourcers

Outsourcing Providers With Capabilities in North America
Major providers include:
Accenture
Aegis
Alorica
American Customer Care
Arise Virtual Solutions
Page 113 of 134
C3i
CallTek Center International
Capgemini
Cincom Systems
Computer Generated Solutions (CGS)
Concentrix
Convergys
CSC
DecisionOne
EXL
Firstsource
GC Services
General Dynamics (Vangent)
Genpact
Harte Hanks
HGS
HP
iGATE (Patni Computer Systems)
LiveOps
Minacs
Percepta
Senture
Sitel
SMT Direct Marketing
Startek
Sykes
TCS
Page 114 of 134
Teleperformance
Telerx
TeleTech
Telus International
Unisys
West
WNS
Working Solutions
Xerox
Outsourcing Providers With Capabilities in Latin America

Major providers include:
Aegis
Atento
Cincom Systems
Concentrix
Contax
Convergys
CSU
Digitex
Konecta
GSS Group
HP
Sitel
SVI Connect (Telemarketing Concepts)
Sykes
Teleperformance
TeleTech
Page 115 of 134
Televista
Trivit.net
Unisono
Xerox
Outsourcing Providers With Capabilities in EMEA

Most of these European-headquartered providers have a major presence across EMEA. They are
listed by country. Vendors include:
France:
Atos
Capgemini
CCA International
Teleperformance
Webhelp
Germany:
arvato
walter services
Ireland:
Voxpro
Italy:
Almaviva
Nordic countries and Luxembourg:
Transcom
Netherlands:
Cendris
Romania:
FSP Global
South Africa:
BPeSA Western Cape (formerly known as Calling the Cape)
Page 116 of 134
Dialogue Communications
Dimension Data
Mindpearl
Savant
Spain:
Atento
Digitex
Konecta
Unisono
Turkey:
Turkcell Global Bilgi
U.K.:
Parseq (2Touch)
Capita (Ventura)
Domestic & General Group (Inkfish)
Serco (The Listening Co.)
Non-European-headquartered providers with a sizable presence in EMEA include:
Accenture
Aegis
Arise Virtual Solutions
Cincom Systems
Concentrix
Convergys
CSC
Harte Hanks
Page 117 of 134
HCL Technologies
HP
iGATE (Patni Computer Systems)
Infosys
Minacs
Sitel
Sykes
TCS
TeleTech
Unisys
WNS
Xerox
Outsourcing Providers With Capabilities in the Asia/Pacific Region

CRM business process outsourcing providers are active in the Asia/Pacific region. Vendors include:
Asia/Pacific region:
Aegis
Atos
Capgemini
Concentrix
Convergys
CSC
Firstsource
Fuji Xerox
Harte Hanks
HCL Technologies
Page 118 of 134
HGS
HP
Intelenet
Ison BPO
PT Visionet Internasional (VisioNet)
Salmat
Scicom
Sitel
Spanco
Sykes
Tata Business Support Services
Teleperformance
TeleTech
TMJ (formerly known as Telemarketing Japan)
Unisys
VADS
China:
Beyondsoft
CDG
Wicresoft
Japan:
Bellsystem24
CSK ServiceWare
Moshi Moshi Hotline
NTT Solco
Prestige International
TMJ (formerly known as Telemarketing Japan)
Page 119 of 134
transcosmos
CRM Service Providers

CRM Service Providers With Capabilities in North America
The North American market for CRM solution implementation services (the combination of
consulting and system integration services related to CRM initiatives) expanded to $19.3 billion in
2014, with 10% growth from $17.5 billion in 2013. The growth in this market is expected to continue
through year-end 2016 with growth in the upper single numbers. The successful providers all bring
multidomain competencies to these solutions, including CRM software, enterprise architectures,
industry consulting, e-commerce, multichannel integration, CRM analytics, mobility, and social and
cloud technologies.
These providers also can address a wide range of technologies and platforms. Most of them have
capabilities on one or more of the major platforms, including SAP CRM, SAP Hana CRM, Oracle
Siebel, Oracle PeopleSoft, Oracle Sales Cloud, Salesforce and/or Microsoft Dynamics CRM.
Virtually all incorporate a global delivery model as part of their engagement execution models.
These providers support large, complex on-premises and SaaS-based CRM implementations (see
"Magic Quadrant for CRM Service Providers, Worldwide").
We list the largest providers of project-based CRM services that operate in North America. Vendors
include:
Accenture
Avanade
Capgemini
CGI
Ciber
Cognizant
CSC
Deloitte
eVerge Group
EY
Fujitsu (Fujitsu Consulting)
HCL Technologies
Hexaware Technologies
Page 120 of 134
Hitachi Consulting
HP Services
iGATE
Infogain
Infosys
ITC Infotech
L&T Infotech
NTT Data
Oracle (Consulting)
Persistent Systems
PwC
Salesforce Services
SAP Services
TCS
TeleTech
Wipro Technologies
CRM Service Providers With Capabilities in EMEA

The Western European market for the CRM implementation services market was approximately
more than $17 billion in 2013, significantly less than North America and with a much lower growth
rate. Large, complex CRM solutions in Western Europe are driven by business-centric solutions to
improve front-office operations through multiple domains of competence, including CRM software,
enterprise architectures, industry consulting, CRM analytics, e-commerce, mobility, social and
cloud technologies. The European market has become more focused on Salesforce CRM as the
leading platform, but SAP remains more important to the consultants and system integrators than in
other regions.
These providers support large, complex on-premises and SaaS-based CRM implementations, and
most have capabilities on one or more of the major platforms, including SAP CRM, SAP Hana CRM,
Oracle Siebel, Oracle PeopleSoft, Oracle Sales Cloud, Salesforce and/or Microsoft Dynamics CRM.
Page 121 of 134
We list the largest providers of project-based services that operate across multiple EMEA countries
to support pan-European projects.
Vendors include:
Accenture
Atos
Avanade
BearingPoint
Business & Decision
Capgemini
CGI
Ciber
Cognizant
CSC
Deloitte
EY
Fujitsu Consulting
HCL Technologies
HP Services
iGATE
Infosys
NTT Data
Oracle (Consulting)
Ordina
PA Consulting
Reply
Salesforce Services
SAP Services
Page 122 of 134
Sopra Steria
TCS
Tieto
T-Systems
Wipro Technologies
CRM Service Providers With Capabilities in Asia/Pacific Region and Japan

The Asia/Pacific and Japan market for CRM services is forecast to reach $5 billion in 2015, which is
significantly less than North America and Western Europe, but with a higher growth rate. In recent
years, business buyers have gradually become more influential in driving CRM solutions. Business
users are looking for solutions to solve their business issues, as well as alternative delivery and
contracting options that can provide them with more flexibility and faster ROI. As a result,
organizations are gradually moving from on-premises to cloud-based CRM solutions (including
public, private, managed cloud or hybrid), because of the perceived benefits of lower initial setup
costs and flexibility, and, most important of all, CRM is considered as less mission-critical.
There has been rising interest and uptake of Salesforce and Microsoft CRM solutions in Asia/Pacific
and Japan (APJ), and, in fact, Salesforce ranks No. 2 in Gartner's 2013 CRM software market share
database in the region. However, at present, Oracle and SAP remain more important to the
consultants and system integrators because organizations are taking CRM in a more holistic
approach and require external help in enterprise architectures, industry consulting, e-commerce,
multichannel integration, CRM analytics, mobility, and social and cloud technologies. Most
providers have capabilities on one or more of the major platforms, including SAP CRM, Oracle
(Siebel, PeopleSoft), Salesforce or Microsoft Dynamics CRM.
Vendors include:
ABeam Consulting
Accenture
Agtiv Consulting
Asterisk Computer
Atos
Avanade
Capgemini
Cognizant
CSC
Page 123 of 134
Deloitte
Fujitsu
HCL Technologies
Hitachi
Ignify
iMatriz Solutions
Infosys
IT Holdings
Itochu Techno-Solutions
Microsoft
NEC
Nihon Unisys
Nomura Research Institute
NS Solutions
NTT Data
OBS
Oracle (Consulting)
Pactera
PwC
Samsung SDS
SAP Services
SMS Management & Technology
TCS
Tectura
transcosmos
Wipro Technologies
Page 124 of 134
CRM Service Providers for SaaS Implementations

Organizations continue to adopt SaaS solutions and related IT services. For CRM applications,
spending on SaaS is growing at three times the rate of on-premises CRM application spend.
Parallel adoption of consulting and solution implementation (CSI) services for SaaS is also
accelerating, especially in CRM, where more than 50% of new deployments are SaaS-based
solutions. This growth presents an opportunity for providers to enter or expand their presence in
this marketplace.
The configuration and deployment of SaaS CRM solutions are often done as a stand-alone
implementation. However, these solutions are deployed more frequently as part of a front-office
transformation and must integrate with many applications and data sources. This often represents a
business process change as much as a technology change, and typically requires the use of a CRM
service provider to design, integrate, deploy and support the change management requirements.
First, we list traditional system integrators that address all major SaaS platforms. This is followed by
lists of smaller SaaS specialists that are separated into Salesforce-centric providers and Microsoft
Dynamics CRM providers. For more information on the market for Salesforce CRM services, see
"Reduce Risk and Increase Speed Using Gartner's Guide for Salesforce.com Implementation
Partners."
Global and traditional system integrators with Salesforce focus include:
Accenture
BearingPoint
Business & Decision
Capgemini
CGI
Cognizant
CSC
Deloitte
Fujitsu Consulting
HCL Technologies
IBM Global Services
iGATE
Infosys
NTT Data
TCS
Page 125 of 134
Wipro Technologies
Salesforce specialist providers are listed by geography of coverage and include:

Specialists with global coverage (North America, Europe, Asia):
Appirio
Bluewolf
Ciber
Cloud Sherpas
North America Salesforce providers:
Acumen Consulting
Aptaria
Astadia
Bodhtree
Cinovate
Cloudware Connections
Etherios
Force by Design
Idealist Consulting
Ledgeview Partners
Perficient
Persistent Systems
Rainmaker
Riptide Software
SDG
Sererra
Shift CRM
Silverline
Slalom Consulting
Page 126 of 134
Solient Consulting
Sonoma Partners
Virsys12
U.K. Salesforce service providers:
CloudSense
Tquila
Western European Salesforce service providers:
ABSI
Fluido
H+W Consult
ITBconsult
Kerensen Consulting
Nefos
Nubalia
Australia Salesforce service providers:
Customer Experience Consulting
ProQuest Consulting
Microsoft Dynamics CRM specialist providers (listed by country/region) include:

Microsoft Dynamics CRM global and traditional system integrators:
AlfaPeople
Avanade
Business & Decision
Capgemini
Ciber
Cognizant
Columbus Global
Page 127 of 134
CSC
Delaware Consulting
Fujitsu Consulting
HCL Technologies
Hitachi Consulting
HP
iGATE
incadea
Indra
Infosys
ITC Infotech
L&T Infotech
McGladrey
Ness Technologies
NTT Data
PwC
TCS
Tectura
xRM1
North America Microsoft Dynamics CRM service providers:
360 Visibility
AbleBridge
Adxstudio
Avtex
Axonom
Catapult Systems
Edgewater Fullscope
Green Beacon Solutions
Page 128 of 134
Ignify
Infinity Information Systems
InterDyn BMI
mcaConnect
Pariveda Solutions
Perficient
PowerObjects
Protech Associates
Slalom Consulting
Socius
Sonoma Partners
Tribridge
Webfortis
Zero2Ten
U.K. and Ireland Microsoft Dynamics CRM service providers:
Cloud9 Insight
Codec-dss
Pythagoras Communications
TouchstoneCRM
Version 1
Western Europe Microsoft Dynamics CRM service providers:
Accentis
CRM Partners
CRM Resultants
FWI Information Technology
Ibermatica
Infoavan Soluciones
Infront
Page 129 of 134
k.section business solutions
MakeSoft Technologies
NTTAGIC
Orbis Software
QS Solutions
Reply
RealDolmen (Traviata)
The Prodware Group
Nordic Microsoft Dynamics CRM service providers:
Acando
Cinteros
Mepco Oy
Netcompany
Norvestor (Inmeta Crayon)
Eastern Europe, Middle East and Africa Microsoft Dynamics CRM service providers:
ATP Ticari Bilgisayar
AutoCont
crmAkademi
Dot.Cy Developments
Eyron Software Group
Guardian Information Systems
Korus Consulting
Link Development
MalamTeam
Mint Management Technologies
Netwise
Norbit
VeriPark
Page 130 of 134
CRM Suites for Small or Midsize Businesses (SMBs)

CRM Suites for SMBs
More than 20 vendors serve SMBs with an average of fewer than 50 seats, including:
24SevenOffice
Act-On
Apptivo
amoCRM
Averiware
Batchbook
Bitrix24
CampaignerCRM
Capsule CRM
Clevertim
ContactMe
Contactually
Epicor Software
FreeCRM.com
Highrise CRM
icomplete.com
Infusionsoft
Insightly
Interaction
InTouch CRM
Maximizer Software
Meltwater (JitterJam)
MySky crm
NetSuite
Page 131 of 134
Nimble
Norada (Solve CRM)
Nutshell
PicaPica
PipelineDeals
PipelinerCRM
Really Simple Systems
Sage CRM
Salesboom
Salesnet
Seren
Software AG (AgileApps Live, formerly LongJump)
SprintCRM
Streak
SugarCRM
SuperOffice
Swiftpage (Act)
Tactile CRM
Trivaeo
Vtiger
webCRM
Workbooks.com
X2Engine
Zendesk
Zoho
Gartner Recommended Reading

Some documents may not be available as part of your current Gartner subscription.
"Predicts 2015: CRM Sales"
Page 132 of 134
"Predicts 2015: Customer Relationship Management"

"Toolkit: The Gartner CRM Maturity Model"
"Market Trends: CRM Digital Initiatives Focus on Sales, Marketing, Support and E-Commerce"
"Toolkit: CRM Industry Heat Map"
Page 133 of 134
GARTNER HEADQUARTERS
Corporate Headquarters
56 Top Gallant Road
Stamford, CT 06902-7700
USA
+1 203 964 0096
Regional Headquarters
AUSTRALIA
BRAZIL
JAPAN
UNITED KINGDOM
For a complete list of worldwide locations,

visit http://www.gartner.com/technology/about.jsp
2015 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. or its affiliates. This
publication may not be reproduced or distributed in any form without Gartners prior written permission. If you are authorized to access
this publication, your use of it is subject to the Usage Guidelines for Gartner Services posted on gartner.com. The information contained
in this publication has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy,
completeness or adequacy of such information and shall have no liability for errors, omissions or inadequacies in such information. This
publication consists of the opinions of Gartners research organization and should not be construed as statements of fact. The opinions
expressed herein are subject to change without notice. Although Gartner research may include a discussion of related legal issues,
Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner is a public company,
and its shareholders may include firms and funds that have financial interests in entities covered in Gartner research. Gartners Board of
Directors may include senior managers of these firms or funds. Gartner research is produced independently by its research organization
without input or influence from these firms, funds or their managers. For further information on the independence and integrity of Gartner
research, see Guiding Principles on Independence and Objectivity.
Page 134 of 134

The Gartner CRM

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

The Gartner CRM

Caricato da

Copyright:

Formati disponibili

G00271753

The Gartner CRM Vendor Guide, 2015

Gartner, Inc. | G00271753

Gartner, Inc. | G00271753

Source: Gartner (March 2015)

Gartner, Inc. | G00271753

Figure 2. Percentage of Worldwide CRM Revenue by Region, 2014 and 2018

Source: Gartner (March 2015)

Gartner, Inc. | G00271753

Cool Vendors, 2014

Buttle Information Systems

Cool Vendors, 2013 Through 2006

Rant & Rave

The TAS Group

Gartner, Inc. | G00271753

Cool Vendors, 2012:

Peer Squared (renamed Smartify)

Qlika (acquired by The Priceline Group)

Social Vision (Ni3)

Cool Vendors, 2011:

Coffee Bean Technology

Collective Intellect (acquired by Oracle)

Gartner, Inc. | G00271753

Qontext (acquired by Autodesk)

ZoomSafer (Aegis Mobility)

Cool Vendors, 2010:

Artisan Solutions (now known as Artisan)

Jigsaw (acquired by Salesforce)

Siri (acquired by Apple)

Cool Vendors, 2009:

Digby (acquired by Phunware)

Gartner, Inc. | G00271753

dna13 (acquired by CNW)

Makana Solutions (acquired by Cornerstone Software)

Cool Vendors, 2008:

LandSonar (acquired by Triangle Software)

The Fizzback Group (acquired by Nice Systems)

Zoomix (acquired by Microsoft)

Gartner, Inc. | G00271753

Cool Vendors, 2007:

KXEN (acquired by SAP)

Loyalty Lab (acquired by Tibco Software)

NearbyNow (acquired by JiWire)

TOA Technologies (acquired by Oracle)

Cool Vendors, 2006:

Health Market Science

Gartner, Inc. | G00271753

Marketing Management Analytics

Sigma Dynamics (acquired by Oracle)

Aptean (Pivotal CRM)

FrontRange Solutions (GoldMine)

Microsoft (Dynamics CRM, Dynamics CRM Online)

Gartner, Inc. | G00271753

Oracle (Sales Cloud, Siebel CRM)

Tour de Force CRM

Sales Analytics and Reporting

Microsoft (SQL Server Analysis Services)

Oracle (Oracle Business Intelligence Suite Enterprise Edition Plus [OBIEE])

Gartner, Inc. | G00271753

SAP (SAP BusinessObjects)

Tibco Software (Spotfire)

Recurring Revenue Management

Gartner, Inc. | G00271753