How To Analyze CRM for SME

Carol Smalley
Managing Editor, CRMGuru
Member

Posted 17-Mar-2003 10:24 AM
Posted on behalf of Devendra Singhs Sisodia [devu_007@rediffmail.com]:

What are the most common functionalities/modules of CRM product for SME? What functionalities/modules differentiate a CRM product for SME with that of Big-Enterprise CRM product? How does one go about comparing CRM products functionality in SME space? Can anyone provide a sample template for doing such a comparison?

Thanks in advance,
Dev

Barry Trailer
Guru
Member

Posted 17-Mar-2003 06:32 PM
Dev,

For everything that's been said, written about and invested in CRM, the most common functionality used is still basic contact management.

In my view, Opportunity Management for complex B2B sales should be next on the list, but rarely is.

The main thing distinguishing SME from Big Enterprise in this space is price and complexity. ACT! and GoldMine still are the most recognized brands at the low end, Siebel at the high end.

Have not heard much from SalesLogix but am told by friends who are SLX VARs that they're using it and doing well.

Don't have a template to offer you but would suggest a more helpful starting point would be an interview questionnaire of users asking what they need/want and how they'd establish order of priority for functionality.

Vishal Sarkar
Member Council
Member

Posted 24-Mar-2003 12:02 AM
Dev,

Before going in for identification of the product for the company, I would just like to highlight here the terminology difference of SME that generally occurs between regions. Usually, SME (Small & Medium Enterprises) are categorized on the basis of turn-over value, number of employees, etc. Now, this varies from region to region—say, an SME in North America may relate to an Enterprise in Asia (turn-over $$ wise).
So, when you say SME, you need to carefully evaluate in which category the company falls depending on the region you are in.

The basic remains a consolidated repository of information—taken as the base CMS (Customer management system). Around this there may be different modules like Sales Force Automation, Marketing management, Support and Activity management (the terminology may vary from solution to solution but the essence remains the same).
Then the tools complementing the solution can range from reporting tools, analytical tools, integration tools to Synchronization tools for remote/mobile clients.

Now depending on what is the functional requirement of the company, the expanse of rollout and method of access to the system, the solutions can be short-listed. Most products have the above modules but differ in the extent of functionality, customization ability, in-built business logic and price.

In the CRM solution space there are various tiers. Taking 4 broad tiers:

Tier 1—that of Enterprise CRM products. This is where Siebel would fit in.

Tier 2—that of so-called SME CRM products—Pivotal, SalesLogix, etc

Tier 3—Goldmine, etc

Tier 4—basic products like ACT!

This is just an indication—the solutions can fit as per requirement. You would find Tier 2 moving towards Tier 1 positioning (In fact we have successfully implemented Pivotal in enterprise-wide scenarios spanning multi-regional roll-outs!). Similarly, Siebel is looking at getting a piece of the SME pie by competitive pricing and scaled down versions!

So, you need to study the functionality and pricing required.

For comparison of products, you could have a look at the ISM Vendor Guide and the GuruBase "CRM Solutions Guide" Category.

Regards,

Vishal Sarkar

vishal@thought-stream.com

Jay Curry
Guru
Member

Posted 27-Mar-2003 08:42 AM
Dev,
The templates for SME's is yours for free if you sign up at www.crm4sme.com . And you can download from the reports section a document "How to select a CRM Solution for a Small and Medium-size Enterprise".

Jay Curry, Founder
www.crm4sme.com