by Business Objects
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Published on: August 2007
Type of content: WHITE PAPER
Adobe Acrobat (.pdf)
Length: 5 pages
After years of relatively stagnant growth, organizations of all sizes are now starting to embrace and rapidly adopt the SaaS model for business applications. With no software or hardware to buy, install, maintain, or upgrade, the popularity of SaaS – also known as on-demand – is growing steadily as organizations are increasingly being asked to do more with less, in a shorter period of time.
The undisputed poster child for the SaaS movement is on-demand customer relationship management (CRM) leader, Salesforce.com. The proliferation of on-demand CRM, stemming from the success of Salesforce.com, has not only increased the usage of CRM within organizations but has also created an overabundance of data from customer contact information, past purchases, current opportunities, call reporting, appointments, and other data points.
Raw data is not, however, fundamentally useful. What key stakeholders – including sales, sales management, marketing, finance, and executives – increasingly demand is information, delivered in precise, accurate, and understandable terms. A mid-2006 Gartner survey of CIOs with CRM investments found that the number one application business area targeted for spending in 2007 was performance management, BI, and analytic tools to transform their transactional data into information that would help run the business better. A 2007 sales performance study by CSO Insights revealed that almost 65% of CRM users plan to enhance their CRM applications with sales process integration and sales management analytics.
With their CRM solution installed, the crucial next step for Salesforce.com users is to put in place the ability to obtain truly actionable, timely information.
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