Appinions CRM Influence Study

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved. 1

November 2013

CRM Influence Study

Copyright © 2013 Appinions. All rights reserved. Copyright © 2013 Appinions. All rights reserved.

In this Influence Study

What is the current state of CRM? How is CRM impacting business decisions for leading companies? What are the dominant themes among influencers in this market? These are the questions that the Appinions data journalism team sought to answer in this CRM Influence Study.

Our analysis of the industry landscape reveals the most influential companies in this space and the influential key opinion holders who are driving the most dominant conversations around CRM solutions providers. This study also drills down into six themes that shape the way in which influencers are opining on CRM, which include partnerships, cloud, marketing, data, social and mobile. The analysis provided – such as knowing which customer opinions are driving a vendor’s influence in CRM, or knowing the factors that drive a competitor’s influence – yield actionable insights from influencers that can inform and guide marketing strategies.

2


Methodology

This report is based on 60 days of data taken between September 14 and November 12, 2013. To evaluate the most influential companies and people in the CRM space, the Appinions data journalism team set up a topic based on Boolean logic to capture the CRM market. The results yielded the key themes explored in this report – partnerships, cloud, marketing, data, social and mobile, and revealed the most influential companies and solutions in the space – Salesforce, Oracle On Demand, Microsoft Dynamics CRM, NetSuite, SAP and SugarCRM. Appinions then set up topics on each of these themes, companies and solutions to perform a comprehensive influence analysis of the CRM industry dynamics.

About Appinions

Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/.

3


How Appinions Analyzes Influence

What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others.

How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements: •  Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective

influence on that topic; •  Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and •  Frequency: The volume of opinions attributed to that influencer over the past 60 days.

What is the Net Influence Score (NIS)?

Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic.

What is the most “Actioned” opinion?

The most “actioned” opinions are those that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media.

4


CRM Influence Analysis Overview

5


Key CRM Themes

2,656 2,604 2,376

1,451 1,254

998

-

500

1,000

1,500

2,000

2,500

3,000

Net Influence Score

6,383

1,503 1,502

773 524 211

-

2,000

4,000

6,000

8,000

Influential CRM Companies & Solutions

Net Influence Score

Classic case of winner takes all: Salesforce is miles ahead of its competitors.

6


CRM Themes

7


Theme: Partnerships Oracle is leveraging every partnership and M&A strategy it can to close the gap!

8

Net Influence Score Top Corporate Influencers

106 Oracle 15 Salesforce 10 SugarCRM 9 ClickSoftware 8 NetSuite 4 Enterprise Hive 4 Alpine Metrics 4 Microsoft 3 PenguinCRM 2 Fujitsu

Net Influence Score Top Executive Influencers

36 Leyla Seka – VP, AppExchange and Partner Operations, Salesforce

24 Larry Ellison – CEO, Oracle 14 Lynn Vojvodich – CMO, Salesforce

12 Guido Haarmans – VP, Business Development and Developer Programs, NetSuite

12 Jeremy Hanks – CEO, DropShip Commerce 11 Joe Staples – CMO, Interactive Intelligence 10 Misty Lackie – CEO, Advantly 10 Anita Wehnert – Director, Strategic Partnerships, ReadyTalk 10 Craig West – VP, Americas Channel Sales, NetSuite 7 Bud Walker – Director, Data Quality Solutions, Melissa Data

Oracle Corporation, an enterprise software company, has entered into an agreement to acquire BigMachines, Inc., a provider of cloud-based configure, price and quote solutions for sales and orders.

Influencer: Oracle Source: TMCNet

Dreamforce attendees will experience firsthand how working with salesforce.com and partners can accelerate their transformation into customer companies.

Influencer: Lynn Vojvodich, CMO, Salesforce Source: MarketWatch

Ellison announced sales and technology partnerships with Salesforce.com Inc. and Microsoft Corp. in June designed to make his company’s products easier to use alongside other software.

Influencer: Larry Ellison, CEO, Oracle Source: WashingtonPost

Most “Actioned” Opinions by Top Influencers

ClickSoftware announced a partnership with salesforce.com and offers ClickSchedule as a tab within Salesforce.

Influencer: ClickSoftware Source: Reuters

Oracle’s integration of Eloqua, BigMachines, and its partnership with Salesforce and Microsoft boost its influence even among the industry giants.


Theme: Cloud Oracle and Microsoft boost cloud capabilities to compete with Salesforce.


90 Oracle 28 Workday 28 Salesforce 25 Amazon 23 Microsoft 14 NetSuite 10 Adobe 9 Perficient 7 SugarCRM 6 Navigant Solutions


45 Scott Dorsey – CEO, ExactTarget*

34 Scott McCorkle – President, Technology and Strategy, ExactTarget*

22 Aaron Levie – CEO, Box 21 Aneel Bhusri – CEO, Workday


18 Marc Benioff – CEO, Salesforce 15 Kevin Turner – COO, Microsoft 14 Lynn Vojvodich – CMO, Salesforce

12 Krishna Subramanian – VP, Product Marketing, Cloud Platforms Group, Citrix

12 Jeffrey Davis – CEO, Perficient

Oracle is hoping to differentiate its CRM software from the competition with the acquisition of BigMachines, whose cloud-based system helps salespeople quickly put together and price complex orders.

Influencer: Oracle Source: CIO.com

They [Microsoft] will have by anyone’s definition a full cloud service with full functionality for small and large enterprises. That will put them in a very select group [of vendors].

Influencer: Frank Scavo, Managing Partner, Strativa Source: PCWorld

Businesses around the world are turning to social and mobile cloud technologies to create deeper connections with their customers.

Influencer: Lynn Vojvodich, CMO, Salesforce Source: Wall Street Journal

Strong customer adoption of Office 365, Azure and Dynamics CRM Online is accelerating our business transition to the cloud.

Influencer: Kevin Turner, COO, Microsoft Source: Yahoo! News


*ExactTarget part of Salesforce Marketing Cloud

9


Theme: Marketing Proof that Salesforce bought their way into CRM marketing influence through ExactTarget acquisition.


51 Oracle 21 Salesforce* 10 Adobe 10 Microsoft 10 SugarCRM 6 Cornerstone OnDemand 4 Pardot 1 SAP 1 Juniper Networks 1 HubSpot

ExactTarget* Executives


61 Marc Benioff – CEO, Salesforce* 48 Scott Dorsey – CEO, ExactTarget*


25 Kyle Lacy – Sr. Manager, Content Marketing & Research, ExactTarget*

17 Daniel Incandela – Senior Director, Global Interactive Marketing, ExactTarget*

16 Eric Tobias – VP, Web Products, ExactTarget* 16 Jeff Whatcott -– CMO, Brightcove 16 Aneel Bhusri – CEO, Workday 14 Lynn Vojvodich – CMO, Salesforce* 12 John Stetic – VP, Eloqua, Oracle

Marc Benioff said earlier this year that marketing software would become his company's next US$1 billion product line.

Influencer: Marc Benioff, CEO, Salesforce Source: PCWorld

Smart organizations are using social and mobile cloud technologies to improve their sales, marketing and service capabilities while also defining new and innovative business opportunities.

Influencer: Cornel Nolte, Partner, PwC Advisory Source: TMC Net

Compendium provides software for creating different types of content that can be used to entice customers to visit a marketer's website or other property.

Influencer: John Stetic, VP, Eloqua, Oracle Source: Yahoo! News


Oracle is rolling out a series of new features for its Eloqua marketing automation suite, hoping to get a leg up on rivals such as Salesforce.com and IBM in the red-hot software segment.

Influencer: Oracle Source: CIO.com


10


Theme: Data Customer centric business processes are impacting all functions.


25 Oracle 22 Workday 10 NetSuite 6 Microsoft 5 OneSource 2 Salesforce 1 Google 1 Accenture 1 SAP


13 Connor Marsden – US Director, CRM, Microsoft

9 Paul Marobella – Digital and Data-Driven Marketer, Group President, Havas Worldwide

7 Krishna Mehra – CTO, Capillary Technologies 7 Bud Walker – Director, Data Quality Solutions, Melissa Data


6 Jan Arendtsz – CEO, Celigo 6 Michel Feaster – CEO, UserMind 5 Udi Ertel – President, Magic Software Enterprises 3 Stephen Purpura – CEO, Context Relevant 2 Jon Siegel – CEO, Fan Appz

Combining the power of our Earnix Banking and Earnix Insurance solutions with the high value of Oracle Sales Cloud data enables new levels of real-time decision making for Oracle’s Cloud Marketplace customers.

Influencer: Barak Melnik, VP Product and Business Development, Earnix.

Source: Reuters

Today, users can easily enrich their CRM data with valuable property and mortgage information -- capitalizing on sophisticated business intelligence to improve customer service and increase competitive advantage

Influencer: Bud Walker, Director, Data Quality Solutions, Melissa Data Source: Yahoo! Finance

The quality of CRM data is a major consideration for business professionals because data impacts and influences customer decisions and campaign strategies for growing your business.

Influencer: Connor Marsden, US Director, CRM, Microsoft Source: The Wall Street Journal


If you open up the kimono inside of a company, data could be spread across Marketo and Salesforce and ZenDesk.

Influencer: Michel Feaster, CEO, UserMind Source: VentureBeat

11


Theme: Social LinkedIn dominates the CRM conversation; Facebook and Twitter are absent.


9 Oracle

8 Salesforce

5 LinkedIn

4 Nimble

3 Microsoft


44 Jeff Weiner – CEO, LinkedIn


27 Marc Benioff – CEO, Salesforce

14 Lynn Vojvodich – CMO, Salesforce

7 Zach Nelson – CEO, NetSuite

CEO Jeff Weiner said Salesforce is a LinkedIn partner and will be one well into the future.

Influencer: Jeff Weiner, CEO, LinkedIn Source: TechCrunch

[Marc] Benioff says it’s about Salesforce.com customers, such as Toyota, Burberry and General Electric, rethinking how to listen, engage and provide new products and services to today’s mobile and socially-savvy customers.

Influencer: Marc Benioff, CEO, Salesforce Source: Forbes

The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP, AppExchange and Partner Operations,

Salesforce Source: Yahoo! News


Oracle said that it will integrate BigMachines CPQ with its marketing, sales, social and service clouds.

Influencer: Oracle Source: ZDNet

12


Theme: Mobile Businesses are sowing the seed for mobile CRM innovation across their organizations. How long until we see mainstream adoption?

13


7 Salesforce

4 Pegasystems

4 SAP

1 Microsoft

1 Delta





14 Lynn Vojvodich – CMO, Salesforce

10 Radomir Vozar – CEO, Resco

Smart organizations are using social and mobile cloud technologies to improve their sales, marketing and service capabilities while also defining new and innovative business opportunities.

Influencer: Cornel Nolte, Partner, PwC Advisory Source: TMC Net

The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP, AppExchange and Partner Operations,

Salesforce Source: Yahoo! News




At the Evernote conference, Salesforce.com's Chairman and CEO, Marc Benioff spoke to the fact that there is now so much power embedded in mobile phones that most consumers are basically just using their mobile phones for everything - and that includes Benioff himself.

Influencer: Marc Benioff, CEO, Salesforce Source: Huffington Post

Delta decided to equip 19,000 of their flight attendants with Windows Phone devices; the move allowed attendants to access a new point of sale system built upon the Microsoft Dynamics for Retail platform.

Influencer: Delta Source: Microsoft Phone Central



CRM Companies & Solutions

14


Marc Benioff is more influential than all other top internal influencers combined.

Net Influence Score Top Internal Influencers

287 Marc Benioff – Chairman, CEO, Salesforce 47 Scott Dorsey – CEO, ExactTarget*



29 Ian Murdock – VP, Platform, ExactTarget* 24 Daniel Debow – SVP, Work.com, Salesforce

23 Kyle Lacy – Sr. Manager, Content Marketing & Research, ExactTarget*

21 Mike Rosenbaum – EVP, Platform, Salesforce 19 George Hu – COO, Salesforce 12 Lynn Vojvodich – CMO, Salesforce

Acquired Executives

In today's connected world, customers are moving effortlessly between marketing channels to interact with brands before, during and after the buying process.

Influencer: Scott McCorkle, President, Technology and Strategy, ExactTarget*

Source: Reuters

The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP,AppExchange and Partner Operations,

Salesforce Source: MarketWatch




Salesforce.com CEO Marc Benioff said earlier this year that marketing software would become his company's next US$1 billion product line.

Influencer: Marc Benioff, CEO, Salesforce Source: PCWorld

Influence Score Top External Influencers

47 Larry Ellison – CEO, Oracle 40 Gordon Ritter – Investor, Emergence Capital 33 Jeff Weiner – CEO, LinkedIn 31 Aneel Bhusri – CEO, Workday 30 Mark Hurd – President, Oracle 24 Dominic Cardy – Leader, New Democratic Party, Canada 23 Jonathan Gale – CEO, NewVoiceMedia 23 Jim Cramer – Host, Mad Money 21 Phil Libin – CEO, Evernote 19 David Hassell – CEO, 15Five

Partner Company Executives

IBM, EMC, SAP and Salesforce.com are four competitors we spend a lot of time thinking about.

Influencer: Larry Ellison, CEO, Oracle Source: PCWorld

*ExactTarget part of Salesforce Marketing Cloud Top influencers are focused on marketing and mobile.

15


Integration of Eloqua and BigMachines drive Oracle’s influence.


20 Larry Ellison – CEO, Oracle

15 Nandini Ramani – VP, Development, Oracle

15 John Stetic – VP, Eloqua, Oracle

13 Mark Hurd – President, Oracle

11 Joe Payne – Former CEO, Eloqua

Net Influence Score Top External Influencers


16 Eliot Burdett – CEO, Peak Sales Recruiting

15 Russell Glass – CEO, Bizo

11 Rick Sherlund – Managing Director, Technology Research, Nomura Securities

6 Sean Gordon – CEO, Intelliverse

Acquired Executives

I believe it's in the interest of their customers and our customers that Salesforce works well with Oracle, works well with SAP, and even works well with Microsoft, because our customers have these existing investments that we want to leverage.

Influencer: Marc Benioff, CEO, Salesforce Source: CIO

We see the positive impact that marketing automation companies such as Marketo, Eloqua, Silverpop, and Pardot have made to the top end of the sales funnel by bringing more qualified leads into businesses.

Influencer: Sean Gordon, CEO, Intelliverse Source: MarketWatch

Being a modern marketer comes down to a better understanding of individual buyers and getting them the right message at the right time, regardless of where they are online.

Influencer: John Stetic, VP, Eloqua, Oracle Source: Reuters


[Mark] Hurd's defenders point to his remarks about Oracle's sales force attrition rate declining, and they stress that the sales force is growing rapidly--exactly as Hurd has promised.

Influencer: Mark Hurd, President, Oracle Source: Business Insider

16


Does executive team’s attention to CRM signal this as a high priority in the future?


44 Steve Ballmer – CEO, Microsoft

25 Connor Marsden – Director, U.S., CRM, Microsoft

15 Kevin Turner – COO, Microsoft

9 Jamie Tozzi – General Manager, Dynamics East Region, Microsoft

8 Pam Misialek – Product Marketing, Dynamics GP, Microsoft

Partner Company Executives



13 Mike Belongie – COO, Axonom

13 Shloma Baum – CTO, FieldOne Systems

13 Marc Wolenik – CEO, Webfortis

11 Mark McNeill – VP, ISI Telemanagement Solutions

Most people “don’t realize that Microsoft Dynamics, Azure and Office are doing very, very well” these days, as all of them utilize cloud-based virtualization , new management functions and new levels of product support.

Influencer: Laura DiDio, Principal Analyst, ITIC Source: CRM Daily

CRM today should be an enabler that detects trends, facilitates decisions and suggests actions that lead to successful outcomes and relationships.

Influencer: Bob Stutz, CVP, Dynamics CRM, Microsoft Source: CIO Today

Strong customer adoption of Office 365, Azure, and Dynamics CRM Online is accelerating our business transition to the cloud.

Influencer: Kevin Turner, COO, Microsoft Source: Yahoo! News


By implementing Microsoft Dynamics CRM solutions, we can integrate and streamline their existing processes, and enable contact centers to handle more interactions and provide an optimized customer experience.

Influencer: Steve Thompson, VP, Sales, PowerObjects Source: TMC NEC

17


NetSuite customer affinity impacts and drives influence.



27 Mark Troselj – Managing Director, APAC and Japan, NetSuite

23 Craig West – VP, Americas Channel Sales, NetSuite

14 Pete Daffern – President, EMEA and Verticals, NetSuite

12 Guido Haarmans – VP, Business Development and Developer Programs, NetSuite

Customers


14 Renato C. Valencia – CEO, Roxas Holdings

13 Roddy McKaig – CIO, Shaw Industries

12 Jeremy Hanks – CEO, DropShip Commerce

8 Jim Dever – VP, Corporate Affairs, SAP

8 Jan Arendtsz – CEO, Celigo

NetSuite OneWorld gives us the power to conduct intercompany transactions across subsidiaries, while the reporting provides a clear indication of where the company is financially.

Influencer: Renato C. Valencia, CEO, Roxas Holdings Source: TMC Net

However, what we are now seeing is that thriving and successful businesses have embraced change and understand the generational shifts in process and technology they need to make to remain relevant, competitive and grow profitably.

Influencer: Mark Troselj, Managing Director, APAC and Japan, NetSuite

Source: Reuters

SAP’s decision to stop developing its Business ByDesign service proved the danger of relying on a “last generation provider” like SAP for cloud services rather than “committed leaders” like NetSuite.

Influencer: Zach Nelson, CEO, NetSuite Source: The Register


This is a sad attempt by NetSuite to capitalize on inaccuracies reported in the media about ByDesign

Influencer: Jim Dever, VP, Corporate Affairs, SAP Source: Forbes

18


Sharks are circling based on SAP’s confused messaging around Business ByDesign.

19


22 Bill McDermott – CEO, SAP

11 Jim Dever – VP, Corporate Affairs, SAP

5 Steve Watts – President, Asia-Pacific and Japan, SAP

1 Franck Cohen – President, EMEA, SAP

1 Rainer Zinow – SVP, Cloud Unit, SAP

Competitors



7 Gerald Schlechter – Founder & President, CNBS

2 Sandra Kurtzig – CEO, Kenandy


The failure of SAP's Business ByDesign offering underscores the importance of designing enterprise software specifically for the cloud.

Influencer: Sandra Kurtzig, CEO, Kenandy Source: Market Wire

Oracle has joined the ranks of ERP software vendors hoping to capitalize on uncertainty among customers of SAP's Business ByDesign software, offering to waive one year of subscription fees to those who migrate to Oracle's competing products.

Influencer: Oracle Source: PCWorld

Now, SAP is seeing how tough their customers are by pulling the plug on Business ByDesign.

Influencer: Zach Nelson, CEO, NetSuite Source: The New York Times


Business ByDesign will be rolled into SAP's broader HANA Cloud product line.

Influencer: Bill McDermott, CEO, SAP Source: PCWorld


SugarCRM; Where are the influencers? Net Influence

Score Top Internal Influencers

16 Larry Augustin – CEO, SugarCRM

9 John Mertic – Solutions Architect, SugarCRM


7 Misty Lackie – CEO, Advantly

5 Udi Ertel – President, Magic Software Enterprises

1 Steve King – Partner, Emergent Research

1 John Ragsdale – VP, Technology and Social Research, Technology Services Industry Association

1 Greg Soper – CEO, SalesAgility

SuiteCRM contains every module that is in the SugarCRM Professional edition.

Influencer: Greg Soper, CEO, SalesAgility Source: Linux Insider

Our clients have enjoyed the benefits from our recent partnerships with Salesforce and Highrise, and integrating with the world's fastest-growing customer relationship management company, SugarCRM, was a natural next-step for our company and our clients.

Influencer: Misty Lackie, CEO, Advantly Source: TMCNet

While SugarCRM has long been expected to file for an IPO, Augustin declined to comment on the timing of such a move, although he confirmed that the ultimate goal is to go public.

Influencer: Larry Augustin, CEO, SugarCRM Source: PCWorld


SugarCRM remains a leader in open-source CRM and is a solid all-around product at a good price.

Influencer: Steve King, Partner, Emergent Research Source: TMCNet

20


Contact Us!

To learn more about Appinions and our modular approach to influence marketing, contact us at

[email protected] or +1 646-532-3062.

Web: www.appinions.com

Twitter: @appinions

LinkedIn: http://www.linkedin.com/company/appinions

21