Aberdeen Group, a provider of technology market consulting and research, released "Customer Relationship Management: Mid-Market Holds Surprises," a research report that differentiates a vast gulf between what suppliers want to charge for their CRM solution suites and what end users are willing to pay.
"Unlike the larger enterprise market, the value of customer relationship management (CRM) software in the mid-size enterprise market has not been fully recognized," says Denis Pombriant, vice president and managing director of Aberdeen's CRM practice. "If CRM suppliers are to engage smaller enterprises, they need to streamline their production and implementation strategies as well as better educate users on the value of the CRM suite."
Using its Technology Forecasting Consortium (TFC), which is comprised of chief information officers (CIOs), chief technology officers (CTOs) and other senior information technology (IT) executives, Aberdeen surveyed mid-size user organizations to gauge their purchasing intentions regarding CRM. Additionally, the survey garnered data regarding leasing CRM via an application service provider (ASP) model and the potential impact of Microsoft's recent entry into the CRM market.
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