Half of enterprises will need to modernize
CRM by 2026 to reap benefits of AI, new ISG research
predicts
New research from leading global technology research and
advisory firm Information Services Group (ISG) (Nasdaq: III)
predicts that half of all enterprises will need to modernize their
customer relationship management (CRM) systems by 2026 to take
advantage of new AI capabilities.
The ISG Buyers Guides™ for Customer Relationship Management,
produced by ISG Software Research (formerly Ventana Research), say
modern CRM systems have evolved from simple data repositories to
complex, AI-driven platforms that help maximize sales effectiveness
and achieve revenue and customer service targets.
These systems improve data management and deliver predictive
analytics and insights that enable sales teams to understand and
manage sales opportunities and engagement, and customer service
teams to resolve customer issues and generate new revenue
opportunities.
“CRM ensures that all customer-facing teams have access to
up-to-date information, but outdated CRM systems can force teams to
employ inefficient workarounds,” said Stephen Hurrell, director of
research, Office of Revenue, ISG Software Research. “New
data-driven AI technology is necessary to gain market and
competitive insights, engage effectively and achieve optimal
outcomes. To stay competitive, continuous alignment of CRM systems
with business needs is imperative.”
Many enterprise approaches to CRM rely on scattered methods of
interacting with customers and consume unnecessary resources,
limiting revenue growth. Some providers have delivered add-ons that
improve the ability of CRM systems to provide relevant, actionable
insights, but the efficacy of these add-ons depends on the quality
of the original base data, including customer information and
activity records. The ISG report says enterprise CRM users now face
a critical decision to reimplement existing systems or shift to a
new provider to gain AI-driven capabilities.
Modern CRM systems should support integrated prospect and
customer engagement, standardized processes and automated data
collection. Newer capabilities, many driven by AI, are designed to
improve the quality and speed of responses to customers and
prospects. In the field of sales, these capabilities provide new
insights into who and when to engage, and in the area of service,
they provide more integrated insights into new opportunities that
turn service into an additional sales and engagement channel.
For its 2024 Customer Relationship Management Buyers Guides, ISG
evaluated software providers across eight CRM-related software
categories – Suite, Platform, Digital Commerce, Marketing,
Partners, Sales, Sales Engagement and Service. For each category,
ISG produced a separate Buyers Guide. A total of 37 providers were
assessed: Adobe, Akinon, Apollo.io, Aviso, BigCommerce, Clari,
commercetools, Creatio, Elastic Path, Gong, HCLSoftware, HubSpot,
Intershop, Kibo, Mediafly, Microsoft, Monday.com, Netsuite, Oracle,
Outreach, People.ai, Revenue Grid, Sage, SalesDirector.ai,
Salesforce, Salesloft, Sana, SAP, Shopify, Shopware, Spryker,
SugarCRM, VTEX, Xactly, Zendesk, Zoho and ZoomInfo.
ISG Software Research designates the top three software
providers as Leaders in each category. For the 2024 study, the
leading providers in ranked order are:
CRM Basic: Oracle, Salesforce, Zoho CRM Platform:
Salesforce, Oracle, HubSpot CRM Marketing: Salesforce,
Oracle, HubSpot CRM Partners: Salesforce, Oracle, HubSpot
CRM Sales: Salesforce, Oracle, HubSpot CRM Service:
Salesforce, Oracle, HubSpot Digital Commerce: Salesforce,
Oracle, Adobe Sales Engagement: Oracle, Salesforce, Zoho
“Today’s CRM platforms should be intelligent systems that help
marketing, sales, service and partner teams achieve enterprise and
individual objectives by optimizing customer interactions and
driving business growth,” said Mark Smith, partner, ISG Software
Research. “Unfortunately, the reality is that enterprises have
disconnected and very customized deployments that are not easily
advanced into the era of automated and AI capabilities. As a
result, they struggle with internal inefficiencies.”
The ISG Buyers Guides for Customer Relationship Management are
the distillation of more than a year of market and product research
efforts. The research is not sponsored nor influenced by software
providers and is conducted solely to help enterprises optimize
their business and IT software investments.
Visit this webpage to learn more about the ISG Buyers Guides for
Customer Relationship Management and read executive summaries of
each of the eight reports. The complete reports, including provider
rankings across seven product and customer experience dimensions
and detailed research findings on each provider, are available by
contacting ISG Software Research.
About ISG Software Research
ISG Software Research, previously Ventana Research, provides
authoritative market research and coverage of the business and IT
software industry. It distributes research and insights daily
through its user community, and provides a portfolio of consulting,
advisory, research and education services for enterprises, software
and service providers, and investment firms. Its on-demand service
provides structured education and advisory support through
subject-matter experts. ISG Buyers Guides support the RFI/RFP
process and help enterprises evaluate and select software providers
through tailored assessment services and the ISG Software Research
Value Index methodology. Visit www.ventanaresearch.com for more
information and to sign up for free community membership.
About ISG
ISG (Information Services Group) (Nasdaq: III) is a leading
global technology research and advisory firm. A trusted business
partner to more than 900 clients, including more than 75 of the
world’s top 100 enterprises, ISG is committed to helping
corporations, public sector organizations, and service and
technology providers achieve operational excellence and faster
growth. The firm specializes in digital transformation services,
including AI and automation, cloud and data analytics; sourcing
advisory; managed governance and risk services; network carrier
services; strategy and operations design; change management; market
intelligence and technology research and analysis. Founded in 2006,
and based in Stamford, Conn., ISG employs 1,600 digital-ready
professionals operating in more than 20 countries—a global team
known for its innovative thinking, market influence, deep industry
and technology expertise, and world-class research and analytical
capabilities based on the industry’s most comprehensive marketplace
data. For more information, visit www.isg-one.com.
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version on businesswire.com: https://www.businesswire.com/news/home/20241101751322/en/
Press Contacts: Will Thoretz, ISG +1 203 517 3119
will.thoretz@isg-one.com Julianna Sheridan, Matter Communications
for ISG +1 978-518-4520 isg@matternow.com
Grafico Azioni Information Services (NASDAQ:III)
Storico
Da Dic 2024 a Gen 2025
Grafico Azioni Information Services (NASDAQ:III)
Storico
Da Gen 2024 a Gen 2025
