In late 2012, Scribe conducted a survey of over 300 customers and partners to understand the state of Small-Medium sized businesses CRM data integration. The findings are shared in this report.

1. SMB CRM Integration 2012
IT Pain Points and Investments 2013
Industry Report
Leader in CRM Data Integration

2. Table of Contents
About This Report - Letter from Scribe’s CEO Lou Guercia ………………… 3
Key Findings ………………………………………………………………………………………. 4
Section One: Common IT Pain Points and 2013 IT Investments…………. 6
Section Two: CRM in SMB …………………………………………………………………. 12
Section Three: Data Sharing and Reporting….…………………………………….. 19
About This Report ……………………………………………………………………………… 24
About Scribe Software ………………………………………………………………………. 28
Appendix:
Ease of Prospect Data Sharing…………………………………………… 31
Ease of Customer Data Sharing ………………………………………… 33
2

3. Dear CRM colleagues and peers,
I am excited to share the findings of our latest
industry survey – SMB CRM Integration, IT Pain
Points and Investments in 2013. As we move
into the next year, the SMB sector certainly is
not slowing. We’re seeing small and medium
businesses investing, making things happen, and
reaping the benefits of an accelerated business
pace. We at Scribe are here to support SMB
investments in their key business applications
and customer data.
About This Report In 2013, Scribe will continue to make integration
easy, simple, and affordable for SMBs to get
closer to their data so SMBs can make smarter
decisions and empower their employees to
provide superior service to their customers.
I look forward to continuing the dialogue with
our SMB customers and partners over the next
year and welcome your feedback.
To all of our customers and partners world-wide,
my heart felt thanks for your business and
support.
To a great 2013!
Lou Guercia
3 CEO of Scribe Software

4. Key Findings
 CRM has become a critical business system for SMBs - SMBs are
increasingly savvy in their use of Marketing, Analytics, and Forecasting as
their Enterprise counterparts:
 SMBs use their CRM for the management of prospect and customer
contact information (94%), lead nurturing (65%), email marketing (59%),
and sales forecasting (59%)
 SMBs look to their CRM to store all prospect and customer information in
one place (85%), provide capabilities to easily share data between
departments (77%), report on the health of their sales pipeline (64%), and
to run marketing reports (53%).
 The larger the instance of CRM, the larger their need for seamless data
sharing. SMBs with 20+ seats put more value on CRM’s ability to provide
seamless sharing of data between departments compared those <20 seats.
 Most small businesses (79%) report they intend to stick to their current
CRM system of choice, while 20% indicate they may switch CRM providers
in the next 3-6 months.
4
© Scribe Software 2013

5. Key Findings (cont.)
 The biggest IT challenge faced by SMBs today lies in data quality and data
integration:
 36% of respondents share the biggest IT challenge they face centers
around data quality and data integration.
 The methods SMBs use to achieve data integration leave a lot to be
desired. Only 18% report marketing data is fully integrated with their CRM.
 The lack of automated marketing data integration poses reporting
challenges for SMBs– 52% find marketing reporting and 44% indicate sales
reporting to be somewhat or very challenging.
 SMBs are seriously challenged in their ability to share critical financial data
on prospects and customers with the rest of the business:
 60% of SMBs report challenges in achieving seamless prospect data sharing between
finance and sales, and finance and marketing;
 Seamless customer data sharing is still a challenge between finance and sales at 57%, and
59% between both finance and marketing, and finance and customer service.
 Marketing data automation in CRM is low:
 85% with fewer than 20 CRM seats and 80% of those with more than 20 CRM seats
either do not integrate or integrate manually.
5
© Scribe Software 2013

6. Section One:
SMB IT Pain Points and Planned
Areas of Investment in 2013
6

7. Biggest IT Pain Points for SMBs
Small businesses (SMBs) rank Analytics and Reporting as their top IT system
pain point (66%), followed by CRM in second place (21%) and Email (13%).
Biggest IT System Pain Points for SMBs
7
© Scribe Software 2013

8. Biggest IT Challenges
The biggest IT challenge faced by SMBs today lies around data quality and
data integration, as indicated by 36% of the survey respondents. Lack of
resources is quoted as distant second challenge by 22% and systems
performance as third by 13%.
Biggest IT Challenges for SMBs
© Scribe Software 2013

9. CRM, Email and Analytics Satisfaction
SMBs are generally satisfied with their CRM and Email platforms, although
39%+ indicate there is more to be desired from CRM. Analytics and Reporting
tools continue to earn low marks – with 71% indicating they are either
somewhat or not satisfied with their BI capabilities
Satisfaction Levels with CRM, Email and Analytics
© Scribe Software 2013

10. 2013 SMB IT System Investments
2013 will be all about accelerating the pace of small business marketing –
SMBs will invest in virtual events and conference platforms (23%), followed by
email (16%), and sales compensation platforms (11%)
2013 SMB IT System Investments
© Scribe Software 2013

11. How CRM Pros Stay Up To Date
Technology media is the primary source for news and trends for SMB CRM
and IT pros. Top cited publications include InformationWeek, TechNet, CRM
Magazine, CIO.com, ComputerWeek, ZDNet and eWeek. Vendor resources –
websites, blogs, and webinars, come in second, followed by online research,
and industry newsletters and blogs
Top News and Trend Resources for SMBs
© Scribe Software 2013

12. Section Two:
State of CRM and SMB
12

13. SMB CRM Loyalty
The majority of SMBs (79%) plan to stick to their current CRM, while 20% may
switch CRM systems in the next 3-6 months. Those SMBs with fewer than 20
CRM seats are less satisfied and more likely to switch CRM systems next year
Likelihood to Switch CRM CRM System Satisfaction (# of Seats)
Systems (next 3-6 months)
80% 78% 80% 79%
Under 20 Seats
70% Over 20 Seats Under 20 Seats
Aggregate
60%
n=306 Over 20 Seats
50%
Aggregate
40%
n=306
30%
20% 19%
12% 12%
10% 8% 9%
3%
0%
Not Likely Somewhat Likely Very Likely
© Scribe Software 2013

14. How CRM Systems Are Valued
SMBs treat CRM as their system of record for prospect and customer data and
reporting. They look to their CRM to store all prospect and customer
information in one place, easily share data between departments, and report
on the health of their marketing and sales pipeline
Ways SMBs Assess CRM Value
© Scribe Software 2013

15. How CRM Systems Are Valued (cont.)
SMBs with 20+ seats put more value on CRM’s ability to provide seamless
sharing of data between departments compared those <20 seats, indicating
that data sharing and collaboration needs become more sophisticated as the
number of CRM users increases
Ways SMBs Assess CRM Value (by # of CRM Seats)
© Scribe Software 2013

16. Top CRM Use Cases
The top use of CRM by SMBs is the management of prospect and customer
contact information, followed by lead nurturing, email marketing, and sales
forecasting – the myth that SMBs might need less or are less sophisticated is
simply not true any longer
CRM Use Cases – All Respondents
© Scribe Software 2013

17. Email-to-CRM Integration
Email-to-CRM integration is high with SMBs –only 18% have the two systems
running in silos. This close integration is likely one of the reasons why SMBs
report they’ll stick with their current CRM– the more integrated the systems,
the lower the likelihood for SMBs to seek CRM alternatives
CRM Use Cases – All Respondents
© Scribe Software 2013

18. Marketing Data Automation in CRM
Marketing data automation in CRM is low - only 15% of SMBs with fewer than
20 CRM seats and only 20% of those with more than 20 seats claim
automated integration.
The remainder (85% with fewer than 20 CRM seats; 80% of those with more
than 20 seats) either do not integrate or integrate manually.
Marketing Data Automation with CRM
© Scribe Software 2013

19. Section Three:
Data Sharing and Reporting
19

20. Ease of CRM Reporting
The lack of automated marketing data integration poses reporting challenges
for SMBs – 52% find marketing reporting either very or somewhat
challenging; 44% indicate sales reporting is also somewhat or very challenging
Ease of CRM Reporting
© Scribe Software 2013

21. Ease of Prospect Data Sharing
Financial prospect data integration with CRM poses challenges for SMB –
while 59% of businesses report seamless prospect data sharing between
marketing and sales, only 40% are able to achieve the same level of seamless
data sharing between finance and sales, and finance and marketing.
Ease of Prospect Data Sharing Among Divisions
© Scribe Software 2013

22. Prospect Data Sharing:
Finance & Sales
Financial prospect data sharing is reported as a key challenge, with
businesses with 20+ seats finding it more difficult to achieve such integration;
65% of those with 20+ seats report it is either somewhat or very challenging
to integrate prospect data between finance and sales compared to 56% with
>20 seats.
Ease of Prospect Data b/n Finance & Sales
60%
55% Seamless
50% 46%
43% Somewhat
Challenging
40%
35%
Very
30% Challenging
n=306
20%
10% 10%
10%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

23. Ease of Customer Data Sharing
Similar to prospect data sharing, financial customer data sharing poses
significant challenges for SMB – while 64% report seamless data sharing
between marketing and sales, only 43% achieve the same levels of seamless
data sharing between finance and sales, and finance and marketing
Ease of Customer Data Sharing Between Divisions
© Scribe Software 2013

24. About This Report
24

25. About This Report
Total respondents: 306 Timing: November/ December 2012
# of CRM Seats Purchased Type of CRM System Used
Over 20 Cloud CRM
CRM Seats
Under 20 On-Premise
32% CRM Seats 34%
n=306 n=306
66%
68%
Ownership of CRM System Management CRM Systems in Use:
• Microsoft Dynamics
CRM & CRM Online
• Salesforce.com
• SugarCRM
• SalesLogix, Zoho,
NetSuite
© Scribe Software 2013

26. CRM System Ownership
Ownership for CRM falls primarily within IT, with sales, operations and
marketing slowing gaining a share at the CRM table
Ownership of CRM System: 20+ seats Ownership of CRM System: <20 seats
© Scribe Software 2013

27. Systems Integration Responsibilities
The IT department within SMBs still owns systems integration, followed by
third-party consultants
SMB Systems Integration Responsibilities
© Scribe Software 2013

28. About Scribe Software
28

29. About Scribe Software
Scribe Software is the leader in CRM data integration solutions, helping
businesses maximize their investments in CRM, ERP, industry applications,
and other data assets.
With over 12,000 customers and 1,000 partners worldwide, Scribe is a
proven provider of cost-effective, reliable data solutions that give a
competitive advantage to businesses large and small. With a range of
offerings covering cloud, hybrid, and premise integration needs, Scribe has
solutions that span a wide array of industries including Financial Services,
Life Sciences, Manufacturing, and Media & Entertainment.
 Visit us online at ScribeSoft.com
 Follow us on Twitter and LinkedIn
 Visit our blog
 Try Scribe for free
© Scribe Software 2013

30. Appendix:
Prospect and Customer Data Sharing
30

31. Prospect Data Sharing:
Marketing & Sales
Prospect data sharing between marketing and sales is happening seamlessly
for the majority of SMBs (56%+), although those with 20+ seats find it more
challenging than businesses with >20 seats
Ease of Prospect Data Sharing b/n Marketing & Sales
80%
Seamless
70% 65%
60% 56% Somewhat
Challenging
50%
Very
40% Challenging
36%
31% n=306
30%
20%
10% 8%
4%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

32. Prospect Data Sharing: Finance & Marketing
Financial prospect data sharing between marketing and finance is also
reported as a top challenge; 65% of those with 20+ seats report it is either
somewhat or very challenging to integrate prospect data between finance
and marketing compared to 44% with >20 seats.
Ease of Prospect Data Sharing b/n Finance & Marketing
60%
52% Seamless
50%
46% Somewhat
42%
Challenging
40%
35% Very
Challenging
30% n=306
20%
12% 13%
10%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

33. Customer Data Sharing:
Sales & Marketing
Over 50% of all SMBs find it either challenging or somewhat challenging to
share customer data between marketing and sales. SMBs with 20+ seats find it
more difficult than their >20 CRM seats counterparts.
Ease of Customer Data Sharing Between Sales and Marketing
60%
Very
51% Challenging
50% 49%
45% 43% Somewhat
Challenging
40%
Seamless
30%
n=306
20%
10% 6% 6%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

34. Customer Data Sharing:
Finance & Sales
32%-37% of SMBs are still hampered by their ability to seamlessly share key
customer data between finance and sales
Ease of Customer Data Sharing between Finance and Sales
80%
70% 68% Seamless
63%
60% Somewhat
Challenging
50% Very
Challenging
40%
33% n=306
30%
30%
20%
10% 4%
2%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

35. Customer Data Sharing:
Finance & Marketing
Only 39% of businesses with 20+ CRM seats report seamless integration
between finance and marketing
Ease of Customer Data Sharing between Finance and Marketing
60%
54%
Seamless
50% 46% 47%
Somewhat
39% Challenging
40%
Very
Challenging
30%
n=306
20%
10% 7% 7%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

36. Customer Data Sharing: Customer Service &
Marketing
When it comes to servicing the customer, businesses report higher level of
customer data sharing between marketing and customer services than with
finance. Again, those with 20+ seats share it is harder for them to achieve
seamless integration than those with >20 seats.
Ease of Customer Data Sharing between Customer Service and Marketing
60%
60%
52% Seamless
50%
Somewhat
41% Challenging
40%
Very
31% Challenging
30%
n=306
20%
10% 9%
7%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

37. Customer Data Sharing: Customer Service &
Finance
The majority of businesses find it either somewhat or very challenging to
seamlessly share customer data between customer service and finance.
Ease of Customer Data Sharing between Customer Service and Finance
60%
51% Seamless
50%
44% 45% Somewhat
41% Challenging
40%
Very
Challenging
30%
n=306
20%
11%
10% 8%
0%
Under 20 Seats Over 20 Seats
© Scribe Software 2013

38. Thank You!
Happy New Year
38