Feeds

MS CRM wins hearts, minds, wallets

Business is key, not technology

  • alert
  • submit to reddit

Secure remote control for conventional and virtual desktops

David Batt, general manager of Microsoft CRM, said the CRM market is growing at between 10 and 15 per cent but Microsoft's CRM offering has grown more than 80 per cent a year in its first three years. Microsoft has found 3,500 customers and claims 62 per cent would be happy to be reference customers for the vendor.

According to Batt, the firm's success is down to its focus on the small and medium-sized business and its indirect sales force. Microsoft has 500 independent software vendors selling CRM.

"We looked at the CRM market and saw the likes of Salesforce, SAP, Siebel and PeopleSoft," he said. "But they are largely focused on the upper to mid-market. We are focused on smaller and medium-sized companies."

Many customers had never made a CRM decision because the technology scared them; others had tried and failed to install CRM systems. Batt said firms do CRM every day, they just don't call it by that name.

He claims three main drivers for Microsoft's CRM growth:

First, a quick business benefit: "We can get up and running quickly and show them the business benefits," he says.

Second, for mid-sized companies which are already Microsoft houses the ease of bolting on CRM to existing MS systems.

Third, firms which are choosing a CRM product and want one which runs on a Microsoft platform to make integration easier.

Batt believes the industry will continue to consolidate at the higher end and warns that customers concerns can get lost in such a noisy marketplace. Asked about competing firms he said: "We see Sage typically with customers who are rethinking a failed CRM project. Many of our customers are people who've never made a CRM decision - we can integrate with Outlook or Word, that's something Sage can't do. Sage and Microsoft do compete over customers - but it's not been an impediment to our growth."

According to Batt, salesforce.com tends to focus more on higher end customers rather than the small and medium firms targeted by Microsoft. Asked if open source was a threat, he said: "Business is key, not technology. These customers aren't interested in how good our technology, or anyone else's, is, they care about business." ®

Related stories

Sage rebadges CRM for smaller biz
From soup to nuts with Microsoft s collaboration chief
UK councils failing to meet e-services deadline

Security for virtualized datacentres

More from The Register

next story
Netscape Navigator - the browser that started it all - turns 20
It was 20 years ago today, Marc Andreeesen taught the band to play
Sway: Microsoft's new Office app doesn't have an Undo function
Content aggregation, meet the workplace ... oh
Sign off my IT project or I’ll PHONE your MUM
Honestly, it’s a piece of piss
Return of the Jedi – Apache reclaims web server crown
.london, .hamburg and .公司 - that's .com in Chinese - storm the web server charts
NetWare sales revive in China thanks to that man Snowden
If it ain't Microsoft, it's in fashion behind the Great Firewall
Chrome 38's new HTML tag support makes fatties FIT and SKINNIER
First browser to protect networks' bandwith using official spec
Admins! Never mind POODLE, there're NEW OpenSSL bugs to splat
Four new patches for open-source crypto libraries
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Cloud and hybrid-cloud data protection for VMware
Learn how quick and easy it is to configure backups and perform restores for VMware environments.
Three 1TB solid state scorchers up for grabs
Big SSDs can be expensive but think big and think free because you could be the lucky winner of one of three 1TB Samsung SSD 840 EVO drives that we’re giving away worth over £300 apiece.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.