How To Reduce Tech Debt In Your CRM Operations
Forrester, Wednesday, May 3,2023
CRM is one of the largest and fastest-growing application software categories - forecasted at an $80 billion market size in 2023 according to Forrester data. SaaS sprawl can be an ugly result of such market penetration success.
In the last decade, CRM vendors have done the industry a disservice by decomposing CRM's application footprint and selling discrete point solutions into departments (for example, selling SFA into sales organizations or customer service applications into contact centers). This means that, today, enterprises have dozens of islands - or more - of disconnected CRM applications with overlapping capabilities. They struggle to create a single view of their customers, to unify processes and to get insights from their CRM that helps drive decision-making.