CeBIT: SugarCRM Redefines Customer Relationship Management with a Focus on the Individual

Article type: 
Press Release

In Hall 6, Booth D16, the CRM Specialist Showcases Latest Sugar Version with User-friendly Interface and Zero Hidden Costs

Munich – February 18, 2014 – SugarCRM, the company that enables businesses to create extraordinary customer relationships with the most innovative and affordable CRM solution in the market, is represented at this year’s CeBIT show. In hall 6, booth D16, as well as IBM, booth A10 in hall 2, SugarCRM will be showcasing the company’s CRM solution Sugar. At the show, SugarCRM will showcase its latest CRM solution that focuses on the individual needs of customer-facing employees—including sales, marketing and customer support functions. At the SugarCRM partners’ booth in hall 6, partners will showcase some of the most diverse CRM use cases across some of the most dynamic industries worldwide, such as automotive, insurance and retail.

While traditional CRM tools focus solely on management tracking and reporting, Sugar puts the needs of the individual user first, empowering customer-facing employees to create extraordinary customer relationships. By delivering a truly individualized CRM solution, Sugar is putting the “i” in CRM. The latest Sugar release fuses the straightforward simplicity, mobility, and social aspects of a consumer app with the business process optimization of conventional CRM. The result is a completely transformed, individualized CRM user experience that is immersive, engaging and intuitive.

Clint Oram, co-founder and CTO of SugarCRM, will team with Gary Burnette, vice president of Sales Transformation at IBM, for a presentation entitled "Putting the 'i' in CRM.”  The featured presentation will highlight and explore how to make CRM an indispensable tool for every individual in the company with a customer-facing role, and how IBM has achieved CRM success. The presentation will take place on Friday, March 14, at 11:30 a.m. in hall 8 on the center stage.

“During the past year, we witnessed a growing trend towards personalized and intelligent enterprise software solutions, and are experiencing a brand new era of personalization in CRM. With the latest version of Sugar, we have identified this market need and have designed our solution to meet the needs of the individual so they can engage and connect more effectively with customers,” said Larry Augustin, CEO of SugarCRM.
Partners represented at the booth include:


  • atlantis media - one of the leading e-commerce agencies and a Sugar Platinum Partner is offering custom integrations of CRM with e-commerce, online marketing and mobile.
  • DRI - a global consulting firm that supports organizations in improving their customer relations by technology solutions, such as Sugar.
  • Insignio - one of the largest SugarCRM partners in Europe, and Platinum Partner, offers its customers in Germany, Austria and Switzerland Sugar-based solutions for marketing, sales and service.
  • Provalida - delivers enterprise marketing services based on SugarCRM and IBM Enterprise Marketing Management that help companies build sustainable customer relationships and to make marketing more profitable, more efficient, more contemporary and to empower better measurability.

At the IBM booth A10 in hall 2, SugarCRM, an IBM Global Alliance partner, will be demonstrating the latest Sugar version with integrations in IBM solutions, such as Unica, Connections and Notes. Different use cases throughout various functional areas and industries, such as insurance and retail, will be used to provide clear insights into the benefits of Sugar, a solution based on the latest web technology and industry standards.

In addition, IBM Global Business Services will be showcasing their internal and worldwide sales transformation project, which comprises – amongst others – the integration of Sugar with different IBM solutions.

About SugarCRM

SugarCRM enables businesses to create extraordinary customer relationships with the most innovative and affordable customer relationship management (CRM) solution on the market. By placing the individual at the center of its solution, SugarCRM is putting the “i” in CRM and empowering people at all levels of an organization to better understand and engage with customers. Based in Silicon Valley, SugarCRM is backed by Goldman Sachs, Draper Fisher Jurvetson, NEA, and Walden International. More than 1.5M individuals in 120 countries rely on SugarCRM. To learn more visit SugarCRM or follow @SugarCRM.

Media contacts

Daniel Heck
Senior Director Marketing EMEA
Tel: +49 (0)89 189 17 22 50

Mareike Lenzen/Felix Rakette
Waggener Edstrom Worldwide GmbH
Tel: +49 (0)89 62817528