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In late 2012, Scribe conducted a survey of over 300 customers and partners to understand the state of Small-Medium sized businesses CRM data integration. The findings are shared in this report.
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SMB CRM Integration 2012IT Pain Points and Investments 2013
Industry Report
Leader in CRM Data Integration
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Table of ContentsAbout This Report - Letter from Scribe’s CEO Lou Guercia …………………
Key Findings ……………………………………………………………………………………….
Section One: Common IT Pain Points and 2013 IT Investments………….
Section Two: CRM in SMB ………………………………………………………………….
Section Three: Data Sharing and Reporting….……………………………………..
About This Report ………………………………………………………………………………
About Scribe Software ……………………………………………………………………….
Appendix:
Ease of Prospect Data Sharing……………………………………………
Ease of Customer Data Sharing …………………………………………
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About This Report
Dear CRM colleagues and peers,
I am excited to share the findings of our latest industry survey – SMB CRM Integration, IT Pain Points and Investments in 2013. As we move into the next year, the SMB sector certainly is not slowing. We’re seeing small and medium businesses investing, making things happen, and reaping the benefits of an accelerated business pace. We at Scribe are here to support SMB investments in their key business applications and customer data.
In 2013, Scribe will continue to make integration easy, simple, and affordable for SMBs to get closer to their data so SMBs can make smarter decisions and empower their employees to provide superior service to their customers.
I look forward to continuing the dialogue with our SMB customers and partners over the next year and welcome your feedback.
To all of our customers and partners world-wide, my heart felt thanks for your business and support.
To a great 2013!
Lou Guercia
CEO of Scribe Software
Key Findings
CRM has become a critical business system for SMBs - SMBs are increasingly savvy in their use of Marketing, Analytics, and Forecasting as their Enterprise counterparts: SMBs use their CRM for the management of prospect and customer
contact information (94%), lead nurturing (65%), email marketing (59%), and sales forecasting (59%)
SMBs look to their CRM to store all prospect and customer information in one place (85%), provide capabilities to easily share data between departments (77%), report on the health of their sales pipeline (64%), and to run marketing reports (53%).
The larger the instance of CRM, the larger their need for seamless data sharing. SMBs with 20+ seats put more value on CRM’s ability to provide seamless sharing of data between departments compared those <20 seats.
Most small businesses (79%) report they intend to stick to their current CRM system of choice, while 20% indicate they may switch CRM providers in the next 3-6 months.
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Key Findings (cont.)
The biggest IT challenge faced by SMBs today lies in data quality and data integration: 36% of respondents share the biggest IT challenge they face centers around data
quality and data integration. The methods SMBs use to achieve data integration leave a lot to be desired. Only
18% report marketing data is fully integrated with their CRM. The lack of automated marketing data integration poses reporting challenges for
SMBs– 52% find marketing reporting and 44% indicate sales reporting to be somewhat or very challenging.
SMBs are seriously challenged in their ability to share critical financial data on prospects and customers with the rest of the business: 60% of SMBs report challenges in achieving seamless prospect data sharing between finance and
sales, and finance and marketing; Seamless customer data sharing is still a challenge between finance and sales at 57%, and 59%
between both finance and marketing, and finance and customer service.
Marketing data automation in CRM is low: 85% with fewer than 20 CRM seats and 80% of those with more than 20 CRM seats either do
not integrate or integrate manually. © Scribe Software 2013
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Section One:SMB IT Pain Points and Planned Areas of Investment in 2013
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Biggest IT Pain Points for SMBs
Biggest IT System Pain Points for SMBs
Small businesses (SMBs) rank Analytics and Reporting as their top IT system pain point (66%), followed by CRM in second place (21%) and Email (13%).
© Scribe Software 2013
Biggest IT Challenges
Biggest IT Challenges for SMBs
The biggest IT challenge faced by SMBs today lies around data quality and data integration, as indicated by 36% of the survey respondents. Lack of resources is quoted as distant second challenge by 22% and systems performance as third by 13%.
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CRM, Email and Analytics Satisfaction
SMBs are generally satisfied with their CRM and Email platforms, although 39%+ indicate there is more to be desired from CRM. Analytics and Reporting tools continue to earn low marks – with 71% indicating they are either somewhat or not satisfied with their BI capabilities
Satisfaction Levels with CRM, Email and Analytics
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2013 SMB IT System Investments
2013 will be all about accelerating the pace of small business marketing – SMBs will invest in virtual events and conference platforms (23%), followed by email (16%), and sales compensation platforms (11%)
2013 SMB IT System Investments
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How CRM Pros Stay Up To Date
Top News and Trend Resources for SMBs
Technology media is the primary source for news and trends for SMB CRM and IT pros. Top cited publications include InformationWeek, TechNet, CRM Magazine, CIO.com, ComputerWeek, ZDNet and eWeek. Vendor resources – websites, blogs, and webinars, come in second, followed by online research, and industry newsletters and blogs
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Section Two:State of CRM and SMB
SMB CRM Loyalty
The majority of SMBs (79%) plan to stick to their current CRM, while 20% may switch CRM systems in the next 3-6 months. Those SMBs with fewer than 20 CRM seats are less satisfied and more likely to switch CRM systems next year
CRM System Satisfaction (# of Seats)Likelihood to Switch CRM Systems (next 3-6 months)
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How CRM Systems Are Valued
SMBs treat CRM as their system of record for prospect and customer data and reporting. They look to their CRM to store all prospect and customer information in one place, easily share data between departments, and report on the health of their marketing and sales pipeline
Ways SMBs Assess CRM Value
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How CRM Systems Are Valued (cont.)
SMBs with 20+ seats put more value on CRM’s ability to provide seamless sharing of data between departments compared those <20 seats, indicating that data sharing and collaboration needs become more sophisticated as the number of CRM users increases
Ways SMBs Assess CRM Value (by # of CRM Seats)
© Scribe Software 2013
Top CRM Use Cases
CRM Use Cases – All Respondents
The top use of CRM by SMBs is the management of prospect and customer contact information, followed by lead nurturing, email marketing, and sales forecasting – the myth that SMBs might need less or are less sophisticated is simply not true any longer
© Scribe Software 2013
Email-to-CRM Integration
CRM Use Cases – All Respondents
Email-to-CRM integration is high with SMBs –only 18% have the two systems running in silos. This close integration is likely one of the reasons why SMBs report they’ll stick with their current CRM– the more integrated the systems, the lower the likelihood for SMBs to seek CRM alternatives
© Scribe Software 2013
Marketing Data Automation in CRM
Marketing data automation in CRM is low - only 15% of SMBs with fewer than 20 CRM seats and only 20% of those with more than 20 seats claim automated integration.
The remainder (85% with fewer than 20 CRM seats; 80% of those with more than 20 seats) either do not integrate or integrate manually.
Marketing Data Automation with CRM
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Section Three:Data Sharing and Reporting
Ease of CRM Reporting
The lack of automated marketing data integration poses reporting challenges for SMBs – 52% find marketing reporting either very or somewhat challenging; 44% indicate sales reporting is also somewhat or very challenging
Ease of CRM Reporting
© Scribe Software 2013
Ease of Prospect Data Sharing
Financial prospect data integration with CRM poses challenges for SMB – while 59% of businesses report seamless prospect data sharing between marketing and sales, only 40% are able to achieve the same level of seamless data sharing between finance and sales, and finance and marketing.
Ease of Prospect Data Sharing Among Divisions
© Scribe Software 2013
Prospect Data Sharing: Finance & Sales
Financial prospect data sharing is reported as a key challenge, with businesses with 20+ seats finding it more difficult to achieve such integration; 65% of those with 20+ seats report it is either somewhat or very challenging to integrate prospect data between finance and sales compared to 56% with >20 seats.
Ease of Prospect Data b/n Finance & Sales
© Scribe Software 2013
Ease of Customer Data Sharing
Similar to prospect data sharing, financial customer data sharing poses significant challenges for SMB – while 64% report seamless data sharing between marketing and sales, only 43% achieve the same levels of seamless data sharing between finance and sales, and finance and marketing
Ease of Customer Data Sharing Between Divisions
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About This Report
About This Report
# of CRM Seats Purchased
Total respondents: 306 Timing: November/ December 2012
Type of CRM System Used
Ownership of CRM System Management CRM Systems in Use: • Microsoft Dynamics
CRM & CRM Online• Salesforce.com• SugarCRM• SalesLogix, Zoho,
NetSuite
© Scribe Software 2013
CRM System Ownership
Ownership of CRM System: 20+ seats Ownership of CRM System: <20 seats
Ownership for CRM falls primarily within IT, with sales, operations and marketing slowing gaining a share at the CRM table
© Scribe Software 2013
Systems Integration Responsibilities
The IT department within SMBs still owns systems integration, followed by third-party consultants
SMB Systems Integration Responsibilities
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About Scribe Software
Scribe Software is the leader in CRM data integration solutions, helping businesses maximize their investments in CRM, ERP, industry applications, and other data assets.
With over 12,000 customers and 1,000 partners worldwide, Scribe is a proven provider of cost-effective, reliable data solutions that give a competitive advantage to businesses large and small. With a range of offerings covering cloud, hybrid, and premise integration needs, Scribe has solutions that span a wide array of industries including Financial Services, Life Sciences, Manufacturing, and Media & Entertainment.
Visit us online at ScribeSoft.com
Follow us on Twitter and LinkedIn
Visit our blog
Try Scribe for free
About Scribe Software
© Scribe Software 2013
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Appendix:Prospect and Customer Data Sharing
Prospect Data Sharing: Marketing & Sales
Prospect data sharing between marketing and sales is happening seamlessly for the majority of SMBs (56%+), although those with 20+ seats find it more challenging than businesses with >20 seats
Ease of Prospect Data Sharing b/n Marketing & Sales
© Scribe Software 2013
Prospect Data Sharing: Finance & Marketing
Financial prospect data sharing between marketing and finance is also reported as a top challenge; 65% of those with 20+ seats report it is either somewhat or very challenging to integrate prospect data between finance and marketing compared to 44% with >20 seats.
Ease of Prospect Data Sharing b/n Finance & Marketing
© Scribe Software 2013
Customer Data Sharing: Sales & Marketing
Over 50% of all SMBs find it either challenging or somewhat challenging to share customer data between marketing and sales. SMBs with 20+ seats find it more difficult than their >20 CRM seats counterparts.
Ease of Customer Data Sharing Between Sales and Marketing
© Scribe Software 2013
Customer Data Sharing: Finance & Sales
32%-37% of SMBs are still hampered by their ability to seamlessly share key customer data between finance and sales
Ease of Customer Data Sharing between Finance and Sales
© Scribe Software 2013
Customer Data Sharing: Finance & Marketing
Only 39% of businesses with 20+ CRM seats report seamless integration between finance and marketing
Ease of Customer Data Sharing between Finance and Marketing
© Scribe Software 2013
Customer Data Sharing: Customer Service & Marketing
When it comes to servicing the customer, businesses report higher level of customer data sharing between marketing and customer services than with finance. Again, those with 20+ seats share it is harder for them to achieve seamless integration than those with >20 seats.
Ease of Customer Data Sharing between Customer Service and Marketing
© Scribe Software 2013
Customer Data Sharing: Customer Service & Finance
Ease of Customer Data Sharing between Customer Service and Finance
The majority of businesses find it either somewhat or very challenging to seamlessly share customer data between customer service and finance.
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Thank You!
Happy New Year
