The Value of Analytics Integrated with CRM

By Laurence Leong, Senior Director, IBM Alliance, SugarCRM

Both Analytics and Customer Relationship Management (CRM) have been around for a long time, and provide value on their own. But organizations can gain more value when analytics is embedded into, and presented in context of, CRM.

In fact, at SugarCRM, our view is that CRM is not just about tracking sales opportunities or service cases for management; our view is that a CRM system should make every customer-facing individual, such as a sales or service agent, more effective and productive. SugarCRM CTO and Co-founder, Clint Oram, said it best when he said “A CRM system should tell sellers and service people something they don’t already know.” Analytics, embedded directly into CRM, are a big piece of this.

Imagine a sales person going into their CRM system and not only seeing their list of opportunities – but seeing which opportunities have highest propensity to buy, and which opportunities have highest propensity to close.

One SugarCRM customer – who happens to be IBM – does exactly this. By now you’ve probably heard the story and read the Ovum analyst report of how IBM uses Sugar for IBM’s 45,000+ sales people worldwide. What you may not know is that IBM also uses a set of rich predictive analytics tools – including its own analytics offerings – along with two years’ worth of account and industry information – to provide its sellers with an indication of the opportunities’ likelihood to both make a purchase, and to close a pending deal. This is not a simple lead score, but advanced predictive modeling. For IBM sellers are thus more effective and productive because their CRM system tells them something they don’t already know.

At the IBM Insight 2014 conference, I will be speaking on this topic along with Mike Padilla from the IBM CIO office – see details and materials here.

SugarCRM also partners extensively with IBM in a number of other analytics areas.

  • Sugar includes built-in reporting that provides Sugar uses with the ability to report on a wide variety of CRM data.
  • For customers that need more powerful analytics capabilities, Sugar has the ability to seamlessly integrate IBM Cognos Business Intelligence function directly, through a Sugar Connector for IBM Cognos BI. You can see a screenshot of Cognos reports embedded directly into the Sugar UI below. Picture1
  • SugarCRM was also one of only three partners on stage at IBM’s September launch of Watson Analytics. We’re excited about the new capabilities of Watson Analytics including the built-in predictive model, the very compelling new user interface, the ability to ask questions in a natural language, and the freemium cloud pricing model. Look for more between Sugar and IBM Watson Analytics soon.
  • Speaking of Watson – how would you like to take advantage of the power of the supercomputer that won the game show Jeopardy! and combine that with your CRM? Findability Sciences, an IBM Watson Ecosystem partner as well as a SugarCRM partner, has done just that, with a solution called “Impact Measurement and Analysis” (IMA). 70% of non profits say at least half their funders demand impact measurements. Yet, determining that impact often involves time-consuming human perusal of thousands of pages of grant proposals and other lengthy reports. The IMA solution integrates Watson along with SugarCRM to provide a revolutionary way to measure and analyze impact for non-profits. See it in action here or see the screenshot below (note the “Ask Watson” button on the Sugar screen).
  • IMA

At SugarCRM, we’re excited about the possibilities of providing analysis and insight for customer-facing individuals like sales and service representatives, and we’re partnering with IBM to do so. Learn more at sugarcrm.com/ibm.

What are your thoughts on analytics and CRM? Contact the author at lleong@sugarcrm.com, or on @laurenceleong.

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