CRM Us en WP Choose Best CRM

2007 WHITE PAPER
Choosing the Best CRM

for Your Organization
Choosing the Best CRM for Your Organization
By Paul Gillin
Executive Summary
CRM buyers have a wealth of deployment options available to them, providing unprecedented flexibility, cost-
efficiency and business value. They can opt for a traditional on-premise packaged software installation, subscribe
to one of the new breed of on-demand services delivered via the Internet, host their own on-demand solution or
deploy a combination of those approaches. This gives IT organizations the power to fine-tune CRM deployments to
match their needs, strategic objectives and the budgets of business users.
But with choice comes complexity. Not only must IT managers carefully analyze their business scenarios, they also
must understand the strengths and weaknesses of the available products. There are many new hosted solutions,
but most don't integrate well with the market-leading packaged solutions or with legacy systems. These so-called
software-as-a-service (SaaS) products also have a wide range of capabilities for customization and standards
compliance. Vendor stability and reliability also are important issues. With consolidation inevitable in the market,
users need to choose vendors wisely.
This white paper describes and analyzes the four most popular deployment scenarios, then offers a guide to
choosing a hybrid approach that best matches the needs of the business while delivering superior performance,
application integration and functionality.
collaboration and Web 2.0-style five times the cost of customer

Introduction engagement, the software tools to retention.
Customer relationship support it have grown and become
Retaining customers isn't easy,
management (CRM) has been one more diverse as well. Today,
though. The Internet has lowered
of the most compelling operational buyers have the luxury of choosing
the cost of switching and made
concepts of the past 15 years. from a vast selection of products to
markets more price-sensitive.
Beginning with humble roots in help develop and nurture customer
Customers increasingly are asking
sales force automation, CRM has relationships.
for custom solutions to their
expanded to include a wide range · Broadly defined, CRM problems, using comparative
of tasks, analytics and encompasses everything shopping services and freely
engagement tactics that maximize companies use to manage available rating systems to pit
the value of the customer customer relationships,
companies against each other.
relationship and contribute to including capture and analysis
sustainable revenue growth. Total of customer information and In this increasingly competitive
analytics to leverage that data environment, businesses must
CRM revenues reached
toward better sales differentiate not only their
$8.4 billion in 2006, up 7 percent performance.
from the previous year, according products, but their customer
experience. In fact, customer
to Forrester Research. AMR Why is CRM experience is emerging as the
Research, which includes a
broader range of applications in its
important? most important competitive
forecast, predicts that the market Common sense dictates that it's differentiator between vendors in
will grow from $8.6 billion in 2006 cheaper to generate more revenue many markets. The focused ability
to $18 billion in 2010, a 21 percent from existing customers than to to anticipate and respond to
compound annual growth rate. acquire new ones. According to customer needs will separate
surveys, the cost of finding new market leaders from also-rans.
As CRM has expanded to
customers is estimated at three to
encompass elements of
Copyright © 2007 Oracle Corporation and IT Business Edge. All rights reserved. 1
CRM systems support business

growth in two critical ways. First,
they enable sales and support
personnel to gather detailed
information about individual
customer needs, enabling them to
offer custom products and services
the customer can’t find anywhere
else.
Secondly, analytics provide insight
about customer behavior on a
broad scale. For example,
knowing that customers who buy
red sports cars also are highly
likely to buy premium sound
systems can help an automaker
shave costs and deliver more In the CRM feedback circle, data gathered from multiple customer touch points
targeted products. These are stored in centralized databases. Sophisticated analytics are then applied to
correlations aren't always evident, discern patterns of customer behavior and to craft custom products and programs
for customers and groups of customers.
so analytics and data mining can
reveal hidden information about
include data mining, dashboards, cost and often long deployments.
customer behavior that can greatly
alerts, multimedia, e-mail For many organizations, an on-
benefit the business.
integration, free-form text analysis premise deployment is still the best
Finally, call-center and customer- and other sophisticated features. option because it provides superior
care applications enable The best CRM systems enable customization and integration
businesses to deliver highly buyers to extend capabilities as capabilities. Users have complete
customized service. By knowing in their business demands and to control over the application and
detail the customer's background, customize the solution to their infrastructure, giving them the
product configuration, service industry. Integrated with core ability to apply additional
history and satisfaction, customer- financial systems, Internet horsepower for transaction-
service representatives can commerce servers and customer intensive applications and to use
address each situation uniquely. contact center software, robust their preferred programming and
Recently, CRM tools have begun CRM systems can give a 360- customization tools to extend the
degree view of the customer, application’s functionality.
to take on an exciting new
dimension by leveraging Web 2.0- enabling a business to track every However, new alternatives are
customer "touch." This helps the emerging.
like social media features to build
online communities of customers, business build a robust profile of
The most popular of these is
channel partners and suppliers. each customer and deliver a much
software as a service (SaaS). This
While these efforts are still at an more targeted set of goods and
is the next generation of the
early stage, they show great services.
application service provider (ASP)
promise to take CRM to the next model popular in the late 1990s.
level and further drive growth in Deployment Options However, there are night-and-day
the market. Proliferate differences between SaaS and the
Technology has evolved to support Just a few years ago, customers old ASP model. Today's SaaS
these needs. From the early had few choices in CRM services offer superior scalability,
database-oriented sales-force- deployment. The standard option reliability and data integrity.
automation applications, CRM was an on-premise installation, Whereas early ASP services were
which involved significant up-front often plagued by outages and
systems have blossomed to
performance problems, modern customer owns the entire package if a customer deploys the
SaaS applications are based on and is free to customize it as application widely over a period of
much more reliable technology, needed. The customer has years. Deployment times for highly
incorporating world-class data complete control over the customized applications can
centers, redundant services and infrastructure and data. stretch to a year or more and may
state-of-the-art security. involve the use of dedicated IT
Siebel Systems (now part of
resources and external
There also are big differences Oracle) was a pioneer in on-
consultants. Customers also have
between the relatively inflexible premise CRM and is still the
limited options for migrating to
ASP services of a decade ago and market leader. Forrester Research
other CRM applications because of
modern SaaS. Web services estimates that on-premise
the need to realize a return on
standards and the emerging solutions still make up about 90
1 investment on the up-front cost.
service-oriented architecture make percent of CRM sales .
it possible for SaaS services to be User View: The intensely
Advantages: For customers who
customized to a much greater competitive airline industry
need complete ownership and
degree than their predecessors. demands that carriers identify
control over every aspect of the
This is why many customers now every possible opportunity to cut
deployment and maintenance of
look at SaaS as a complement to costs and maximize customer
the CRM application and its
or a replacement for on-premise loyalty. Alaska Airlines has long
infrastructure, on-premise is the
deployments. tracked customer behavior, but
way to go. Customers who choose
data was scattered in silos
SaaS isn't for everyone, though. this option can achieve a high level
throughout the company. It knew it
Buyers should carefully consider of integration with operational and
needed an on-premise solution so
the merits of on-premise and on- legacy applications and can
executives could aggregate data
demand deployments before customize the deployment as
from various legacy systems.
choosing a course. A new hybrid much they want. Customers are
alternative has recently emerged also in complete control of data It chose Siebel CRM to gain insight
that offers compelling benefits. storage and protection, which into customer loyalty. Using
This will be discussed later in this minimizes the risk of legal dashboards, the company could
white paper. exposure and embarrassment due collect a variety of information
to another party's mistake. Finally, about scheduling, ticket
Next, we will discuss four basic
some CRM providers and purchases, seat selection, on-time
options for CRM implementation:
specialized third parties offer flight performance and other
· Customer-Managed highly customized vertical industry metrics to gain a richer view of the
On-Premise solutions that extend on-premise factors that drive loyalty. This
· Privately Managed and deployments with a level of insight has helped the airline target
Hosted On-Premise sophistication that on-demand offers to customers based upon
services can’t match. their history and behavior.
· Multi-tenant On-Demand
(SaaS) Disadvantages: The primary The use of on-premise CRM has
· Private On-Demand (SaaS) downside of on-premise changed the company, says
deployment is cost and time. James Archuleta, CRM director.
Customer-Managed Acquiring hardware and software "People are starting to realize that
On-Premise infrastructure is expensive and there are causes and effects
In a traditional on-premise time-consuming. However, over between all of the elements of a
deployment, the customer buys or time an on-premise deployment business, and so it is truly affecting
leases infrastructure, including can be the least expensive option us in breaking down those silos
hardware, operating systems, within the organization," he says.
1
“CRM market to grow steadily,
databases and other system Recommendations: Choose on-
software, and installs a packaged Forrester study says,”
premise if you are ready to make a
application in its data center. The SearchCRM.com, Nov. 14, 2006
commitment to CRM as a
foundation of your business and the business. This approach also customers. All aspects of
find an application that meets your might involve additional infrastructure management and
requirements. On-premise management overhead to application delivery are handled by
deployment is also a wise choice if coordinate the activities of external the service provider, conforming to
you have specific integration and internal staff. a service-level agreement
needs or an interest in controlling negotiated with the customer.
Recommendations: For users
the infrastructure. Delivery is typically over the public
who want the advantages of best-
Internet. The customer typically
Privately Managed and of-breed functionality, complete
does not maintain software or
Hosted On-Premise infrastructure control and the
hardware and pays for access to
highest levels of security and data
This approach is identical to the the application only. The customer
protection, the Privately Managed
one outlined above except that a owns the data, unless otherwise
and Hosted On-Premise approach
vendor provides most or all negotiated with the vendor.
deserves serious consideration.
operational support for the However, customers should Typically, SaaS services are
application at its hosting site. The negotiate service agreements delivered through a multi-tenant
customer preserves all the carefully to be sure they have a architecture. In this approach, all
functionality of the application and clear picture of the required underlying server resources,
the ability to customize and investment. system software and databases
integrate with legacy systems with are shared and a single application
a high degree of control. Multi-tenant On-Demand is presented in multiple views
Modifications may be done with a (Software-as-a-Service) customized as if they belong to the
mix of internal and vendor-supplied individual customer.
In a typical software-as-a-service
resources.
(SaaS) deployment, a vendor The SaaS market is growing
Advantages: This option has all provides the application as a rapidly, with hundreds of
the advantages of the customer- service that is licensed by multiple companies delivering all kinds of
managed approach as well as the
added advantages of shorter
deployment and access to outside
expertise. Because the application
provider has extensive knowledge
and experience with the CRM
software, customers cut the staff
learning curve and can be up and
running in less time than a
traditional on-premise deployment
requires. The vendor also might
be able to improve functionality
with custom and industry-specific
deployments, without extensive
ramp-up time.
Disadvantages: The biggest
downside is cost. Using contracted
skills is often more expensive than
relying on in-house resources, In this simplified representation of a multi-tenant architecture, physical servers
although these costs are typically share data center resources on the back end. Virtualization is used to create
built into the per-user costs. multiple virtual machines (VM) and application spaces (AS) that are independent
Vendors also may need additional of physical devices. Each group of customers sees only its own applications.
This architecture provides the illusion of a customized computing space while
time to learn the specific needs of achieving efficiencies through economies of scale due to consolidation.
applications this way. Research software delivered as a service to better handle on sales activities.
firm Gartner estimates the market be as easily molded to a Previously, information was stored
was worth $6.3 billion in 2006 and customer’s needs as software locally by individuals around the
predicts it will grow to $19.3 billion deployed on-premise. In the SaaS world, which meant that a lot of
by the end of 2011, a 25 percent model, customization is usually communication was required to get
compound annual growth rate. handled with a high-level deals done.
CRM has been a prime driver in programming language or a
With Siebel CRM On Demand, the
this market because basic CRM proprietary toolset. This may
company quickly gained access to
functions apply to many present training issues and could
best practices for lead tracking and
businesses and rapid deployment increase switching costs if the
pipeline status. For example,
is attractive to companies seeking customer later chooses a different
Siebel’s Sales Process Coach
immediate sales impact. service provider. SaaS
enabled Heat and Control to
applications also are more difficult
Advantages: Multi-tenant On- develop a standard terminology for
to integrate with legacy systems,
Demand SaaS is the ideal option all sales activities and stages.
particularly if proprietary coding is
for customers with limited capital Managers no longer had to sort out
involved. While integration can be
resources, variable work force the terms used by individual sales
streamlined through the use of
needs or reluctance to commit to a reps and organizations.
Web services and a service-
specific CRM application. There is
oriented architecture, the on- Pipeline analysis is now overlaid
almost no up-front investment;
demand model has inherent with production planning.
costs are usually borne as an
disadvantages in this area. Depending on where an
operating expense and users can
opportunity is in the sales cycle,
be added or dropped as business SaaS customers also give up
the engineering and manufacturing
demands, with a corresponding some control over upgrades,
teams can get a clear picture of
impact on costs. In its early years, enhancements and planned
what future production demands
the SaaS model acquired a downtime. Service-level
might be. From purchase to go-
reputation for unpredictable agreements need to be negotiated
live, Heat and Control’s
performance and availability, and carefully to minimize surprises and
implementation process took just
security was always a question disruptions. Data ownership
three and a half months.
mark. However, modern SaaS issues also have been an issue
systems housed in world-class when data is hosted off site. Again, Recommendations: If flexibility,
data centers provide superior careful attention to contractual speed of deployment and ease of
performance and "five-nines" obligations is required. SaaS switching are important, then SaaS
availability. There have been no implementations also can carry a is the right solution for you. SaaS
reported security breaches of hidden cost disadvantage. While also makes sense if the user base
SaaS systems operated by major per-user pricing is attractive in the is in the hundreds or thousands –
vendors. SaaS also offers a best- short term, large installations might as opposed to many tens of
practices approach to deployment be more expensive over time than thousands – or if different solutions
because vendors learn from on-premise solutions. Also, need to be deployed in different
managing a large number of users, because SaaS costs are usually departments. For maximum
each with different needs. borne as an operating expense, flexibility and long-term cost
Upgrades and fixes are done the cost could be less predictable control, on-premise solutions still
quickly, often without the customer and could affect profitability. might be the better bet. However,
even noticing. This minimizes SaaS is an increasingly popular
User view: Heat and Control Inc,
maintenance for IT staff. option for customers who want fast
one of the world’s leading
results at a relatively low start-up
Disadvantages: Although service manufacturers of food processing
cost.
providers have come a long way and packaging equipment,
toward delivering customization deployed the Siebel CRM On
features, it is impossible for Demand SaaS service to get a
Private On-Demand Disadvantages: The cost of this Staffing: All options include some
Although multi-tenant SaaS option is understandably higher staff expense. An on-premise
implementations can generally be than that of multi-tenant SaaS. installation will require server
considered very reliable and Vendors must cover the additional administration as well as software
secure, some customers like to overhead of providing dedicated installation and custom
have the peace of mind of knowing technology, and possibly staff, so programming. This is clearly the
that there is an infrastructure the per-user charges and most costly option, but it also
dedicated to their application. minimum-user guarantees of a delivers the most customized
Historically, their only option has Private On-Demand option will results.
been a full on-site deployment of a almost certainly be higher than
SaaS vendors promote their
packaged application. But vendors those of a multi-tenant SaaS
products as being easy to use and
are beginning to innovate with deployment. Customers also can’t
to customize, but few IT
versions of their SaaS products expect to have as much control
organizations want to put
that deliver the cost and availability over upgrades and customization
programming in the hands of
benefits of a hosted solution while as they would for an on-site
business users. If your SaaS
adding a level of customer deployment.
installation requires extensive
ownership. There is no standard Recommendations: For customization or legacy
terminology for this model, so we’ll organizations that couldn't integration, you'll need to factor
call it Private On-Demand. otherwise consider a SaaS this into your staffing costs. Many
A Private On-Demand service is solution, this option could be a SaaS implementations also require
identical in every way to a multi- godsend. It has all the benefits of extensive configuration before
tenant hosted model except that SaaS without the perceived risks. deployment. Be sure to ask
the SaaS application is run on an However, this option is not a vendors about these options,
infrastructure dedicated to one replacement for Customer- negotiate service-level agreements
customer. This includes servers Managed or Privately-Managed carefully and budget appropriately.
and software and may also extend On-Premise deployments, which
Finally, training and helpdesk
to bandwidth. Upgrades and new offer the customer more control in
support also consume resources.
functionality are provided on the a number of areas. Also, a Private
For an on-premise deployment,
same schedule as with a multi- On-Demand service may cost
these costs fall almost entirely on
tenant environment. Contract more than an on-premise
the IT organization and its
terms are similar, although at a deployment in the long run.
contractors, but even a SaaS
higher cost. solution may require IT helpdesk
Factors for IT support. Again, it's a good idea to
Advantages: A Private On-
Demand model potentially opens to Consider negotiate these costs and
the SaaS option to a class of Implementing and managing a responsibilities with a service
customer that wouldn’t consider it CRM system invariably falls to the provider before making a
otherwise. These include IT organization, and the associated commitment.
customers in highly regulated or resource demands require careful Budget: Although on-premise
security-conscious industries, consideration. Licensing fees, deployments generally cost more,
where any kind of shared-space customization, support and much of the cost of servers and
deployment would be considered maintenance all carry cost. These license fees is allocated and
too risky. These customers can get must be matched to the needs of depreciated as a capital expense.
all the advantages of SaaS – the business, meaning that IT and This may be desirable for
including best-of-breed end-users must collaborate companies that want to amortize
functionality, rapid implementation, carefully when choosing a the cost of their CRM project over
expert service and variable cost – deployment. Here are some key several years. In contrast, SaaS
without giving up control. factors to consider: solutions are usually paid out of
operating expenses and those
costs may very widely as the custom programming is required. If control is an important issue,
number of users changes If you All vendors have different degrees then an on-premise or privately
choose SaaS, negotiate a price of expertise in back-end managed on-demand service
schedule you can live with over a integration. Purchasing a CRM provides extra peace of mind.
period of years. solution from a vendor that also
provides ERP and database Best of both worlds
Business structure: A crucial but
engines might significantly reduce Choosing a CRM solution involves
often-overlooked factor in CRM
your costs. making tradeoffs in flexibility,
implementations is the nature of
the business itself. Highly External issues: CRM involves customizability, cost, convenience
centralized organizations may the gathering and analysis of large and speed of deployment. Few
enjoy the economies of scale of amounts of customer data. In customers will find the perfect
implementing a single solution and some industries, this is easier to match for all their needs, but there
sharing it broadly. On-premise accomplish than in others. Heavily is an intriguing new option
solutions are more appealing in regulated industries such as health emerging that may satisfy most
this environment. Decentralized care and banking need to pay requirements. It's called “hybrid
organizations typically push particular attention to privacy and deployment,” and it delivers the
decision-making power down to compliance issues. Whether best features of SaaS and on-
business units. In these situations, choosing an on-premise or SaaS premise solutions with few of the
SaaS solutions offer the kind of solution, look for vendors with downsides.
flexibility that business owners significant expertise in these A hybrid deployment uses both on-
often desire. industries. demand and on-premise solutions
Features: CRM solutions, whether Control: Some companies are with a high degree of back-end
packaged or delivered online, reluctant to give up control over a integration and database sharing.
come with a basic set of features. precious asset like customer data. Users mix solutions according to
For many sales organizations, this Although most SaaS vendors offer their needs and may even
will deliver 80 percent to 90 excellent security, backup and intermingle deployment models
percent of the functionality they data protection, customers must within the same department or
need. However, vertical industry still make a leap of faith by putting workgroup. The use of a
applications and company-specific data in the hands of a third party. consistent data model and user
features will require custom Many customers also will want interface minimizes user confusion
programming, as will integration control over downtime and and IT helpdesk expense. The
with legacy systems. Consider upgrades. Integration projects CRM solution may thus be more
carefully how much customization may require special testing and easily mapped to specific business
your deployment will require. training on a schedule that the IT units needs.
Match this against the features the organization needs to control, or A hybrid CRM deployment offers
vendors provide and inquire about projects may need to be released the following benefits:
the cost and complexity of in stages to production. SaaS
Maximum flexibility – IT
extending packaged solutions. vendors usually are willing to
organizations can deploy the CRM
Consider whether developers can preview planned upgrades to
approach that makes the most
use off-the-shelf programming customers. However, they have
sense for their customers.
tools to extend this functionality or the needs of many customers to
Workgroups or business units that
whether they must learn a consider, so the availability of
are transaction intensive, such as
proprietary language. Consider, staging sites should be negotiated
call centers, or business units that
also, the readiness of your legacy carefully in advance. While many
need a high level of customization
systems for this kind of integration. users are delighted to log in and
may choose the on-premise
If you are using a service-oriented find new features available to
option, while highly collaborative
architecture, then integration is them, IT organizations aren't
field representatives or occasional
more straightforward than if always comfortable with this idea.
CRM users can opt for the on-
demand model. In all cases, users Considerations in hybrid · Can legacy integration be
share a common database that deployment handled flexibly on both the on-
can be located on site, at the premise and on-demand sides?
A hybrid deployment isn't right for
Equally important, does the
hosting provider’s location or a everyone, and businesses should vendor already have a
combination of the two. The carefully assess their long-term presence in the customer’s
choice is up to the customer. needs before choosing this legacy computing
Superior business alignment – approach. Large, diversified infrastructure?
Each business function may organizations are most likely to · Does the vendor maintain a
choose the deployment option that benefit from a hybrid approach world-class infrastructure to
makes sense for its particular because their needs are so deliver its on-demand services?
variable. However, even small
needs. This puts more decision- · Does the vendor enforce the
making capability in the hands of organizations may find the hybrid
highest standards of data
the business units without model attractive as a way to protection and security, keeping
requiring IT to maintain and "bridge" into a full on-premise in line with government and
synchronize separate database solution. regulatory agency mandates in
functions and business rules. these areas?
When investigating this option,
Features are matched to user there are a few key questions to · Does the vendor offer 24/ 7
requirements and users can move ask: support and on-site field service
easily between on-premise and on- to meet the demands of real-
· Does the vendor have the time business?
demand options without extensive
expertise and resources to fully
education or administrative support both models and to · Does the vendor help the
expenses. provide world-class service no customer calculate return on
matter what the deployment investment and total cost of
Best-of-breed functionality – ownership to determine the
scenario?
Only a few vendors have the optimal deployment scenario?
resources and market experience · Is the vendor truly neutral in its
approach to this option, or does
to compete in both the on-premise
it have a bias toward a
About Oracle’s
and SaaS businesses. Each
particular model and is merely Siebel CRM Solutions
requires a different set of skills and
offering the hybrid choice as an Oracle offers information-driven
industry focus. The vendors who obligation or trial balloon?
can successfully address both CRM applications that leverage
markets are more likely to bring a · Are the on-premise and on- enterprise data to drive profitable
broad range of capabilities to bear demand solutions truly customer interactions. Oracle's
integrated? If either was the Siebel CRM products cover the
to solve a specific customer need.
result of an acquisition, they
breadth of CRM functionality, from
IT control: A hybrid deployment probably aren’t. The ideal
hybrid model involves a single sales, marketing and e-commerce,
provides IT organizations with the to customer service, multi-channel
solution that has evolved to
highest degree of control over interaction and analytics. Oracle's
support multiple deployment
costs and configuration. Because scenarios. information-driven CRM
customers can freely move applications leverage enterprise
between on-premise and on- · Do product features match the
customer’s need in all cases? information from all areas within
demand models, they can tune organizations to help achieve
their configuration to match · Do you need on-demand an on- optimal business performance and
budgetary and strategic needs. premise versioning to be
create new revenue opportunities.
They can also locate customer synchronized? Typically, on-
demand customers have Solutions help customers drive
data where they wish. incremental revenue, reduce
quicker access to new features,
a key benefit of that approach interaction costs and increase
that they would lose with customer value.
synchronization.
Oracle
Oracle (NASDAQ GS: ORCL) is the world’s largest enterprise software company. Oracle technology can be
found in nearly every industry around the world and in the offices of 98 of the Fortune 100 companies.
Oracle's Siebel CRM On Demand delivers the industry's most complete subscription-based solution for
sales, marketing, and service, providing organizations of all types and sizes with rapid time to business
value. Oracle is the world’s leading supplier of software for information management, and the world’s
second-largest independent software company. Visit our Web site at: www.oracle.com/crmondemand.com
IT Business Edge
IT Business Edge delivers the information, analysis and context business technology decision makers need
to maximize returns on IT investments and align IT initiatives with business objectives. As a technology
intelligence agent, IT Business Edge provides content different from that of a traditional IT publisher, news
service or analyst firm. Our editors monitor all these sources — plus many others — for critical IT
information that they translate into actionable advice for high-level IT and business managers. Subscribers
access our practical content and useful decision-making tools through a rich Web site, targeted e-mail
newsletters, and varied RSS feeds. All these outlets feature our business-focused blogs, exclusive
interviews with field experts and industry insiders, plus our database of more than 20,000 abstracts
summarizing content from 2,500-plus sources. Visit our Web site at: http://www.itbusinessedge.com
About the Author

Paul Gillin has chronicled the information technology revolution since the dawn of the PC era. He joined
Computerworld as a staff writer in 1982 and served as senior software editor at PC Week and founding
news editor at Digital Review before returning to Computerworld in 1987. In 1999, he became the sixth
employee at a startup soon renamed TechTarget, where he engineered its transition into a leading source of
original news and technical advice. He now operates his own firm, helping technology companies connect
with their customers through quality content and innovative communications strategies.

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2007 WHITE PAPER

Choosing the Best CRM

collaboration and Web 2.0-style five times the cost of customer

CRM systems support business

About the Author

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