The B-word

There’s something about that magic word “billion” that generates a buzz.

Today, it’s a report released from Access Market International Partners Inc. Entitled “Mid-Market CRM: Vendor Strategies for a New Frontier,” the report deploys the B-word in AMI’s forecast for CRM solutions by America’s mid-sized business market this year.

The report takes a look at some established CRM players and newcomers’ products, packaging, pricing and channels strategies to win in the coveted mid-market. Specific firms’ offerings analyzed include salesforce.com, Microsoft CRM, Sage, RightNow, Entellium, Maximizer, NetSuite and SugarCRM.

Despite this seemingly massive expenditure (or perhaps sparking it), the report judges the “US medium business market” as “still under-penetrated in terms of CRM adoption, with just 35 percent of these businesses currently using CRM solutions.”

According to report author AMI Partners’ vice president for SMB insights and solutions Laurie McCabe, “MB CRM requirements range along a spectrum from simple to sophisticated. Vendors need to understand these requirements, and clearly communicate a unique value proposition to their ‘best-fit’ MB segments, optimally tuning their product, channel and service offerings to these customers.”

Also promised in “Mid-Market CRM” are

• examination of U.S. MB market dynamics;

• analysis of data and trends regarding MB adoption of CRM solutions, and key differences between CRM and non-CRM MBs;

• assessment of the mid-market strategies of Entellium, Maximizer, Microsoft, NetSuite, RightNow, Sage, salesforce.com and SugarCRM;

• comparison of core product offerings and trends; delivery models; packaging and pricing; service and support; integration, mobility and industry-specific offerings; and marketing and channel strategies.

• detailed vendor profiles for the eight firms listed above.

“Mid-Market CRM: Vendor Strategies for a New Frontier” is available at www.ami-partners.com.