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Businesses continue to try to increase productivity and simplify tasks in order to use their time smarter. Our recent business technology innovation research found that, when it comes to analytics, 44 percent of organizations spend the most time on data-related tasks. With lack of resources being the largest issue impeding the adoption of technology, IT must operate efficiently while getting business the data it needs on a timely basis. Scribe Solutions has a business-centric data integration solution that operates in the cloud. Over the last 15 years Scribe has accumulated more than 12,000 customers worldwide that span from Fortune 500 to midsize to small organizations. Scribe enables business to access marketing and sales data (part of CRM) like that in Microsoft Dynamics. It has built a strong presence indirectly and through Microsoft partners; it claims to have more than 1,000 partners, and has been expanding efforts to broaden its position by supporting a range of data sources, including Salesforce.com. Scribe focuses on what I call information optimization, providing value from information management investments, as I outlined in our research agenda.
Scribe addresses multipoint integration that cuts across departments and across on-premises and cloud computing environments. Our research into data in the cloud found lack of implementation resources to be the major obstacle in 31 percent of organizations. Scribe’s product Scribe Online operates in the cloud and facilitates the integration of on-premises and cloud-based environments. It provides a replication service that helps get a copy of data from one point to many and ensures that data is available when users need it. This is especially important when you have a multitude of applications in the cloud for marketing, sales and customer services that need to interoperate, and if you need data that is generated in another application or is in a legacy on-premises application.
Scribe’s latest release simplifies the visual integration environment and provides some core functionality to expand its value to business. Its Integration Service enables synchronization processes to update as data is generated and provides methods to transform data to a form used by an organization’s business intelligence or analytics software. Scribe enables these capabilities through integration agents deployed with the applications.
I got a product demonstration that provided insight to the usability of the product, which our data in the cloud benchmark found was the most important evaluation criteria according to 56% of organizations. Scribe has built an approach that is usable by business. It lets users position graphical blocks that comprise integrations, eliminating the need for a DBA, though data-savvy professionals can set up the configuration of the blocks to enable business to access to data at any time in a safe and governed manner. Business analysts can easily adjust parameters to the blocks and change them to meet their needs. I also tried out Scribe’s free trial software, which was easy to activate and use. I do think the software trial could have pre-built demonstrations of integration to make it easier to get started. Its approach is especially nice for those who need to quickly get data into their spreadsheets for analysis. Our latest research into spreadsheets found that combining spreadsheets is time-consuming in more than half (56%) of organizations, mostly due to getting the data into the right shape for combining – a process Scribe Online can assist with.
Scribe provides a range of connectors to applications and systems, and a new Connector Development Kit that can help partners and customers extend the technology to meet a range of custom and specific application needs. Scribe has also announced a marketplace for partners that can be found embedded within the software to make it easy to use these connectors. I would like the company to highlight the marketplace outside of the software and on its website, as it is a significant part of Scribe’s value.
Scribe works well for marketing and sales teams that need to integrate marketing automation and sales force automation systems. Its software integrates with a broad spectrum of applications other data integration providers can’t manage, such as Exact Target, Silverpop, On24 and customer billing systems such as Intuit and FinancialForce. Scribe just announced support for Marketo, one of the fastest-growing marketing automation applications in cloud computing, which supports the demand and revenue generation needs of organizations, and for Xactly, which is used for sales compensation and incentives. It is expanding the number of connectors to applications through partners such as Datix, which resells Epicor.
I was impressed by the way Scribe’s offering makes data integration simpler for business while providing integration into applications for marketing, sales, customer services and accounting systems. Today, when organizations have systems dispersed across online environments that need data shared across applications or integrated into a unified environment for analytics, Scribe Online is a great step forward. Having software that can align business and IT is essential, as less than a fifth (19%) work together well for the information needs of an organization, according to our information management research. Scribe can provide significant value here, empowering business to do its own integration in a secured and governed manner. If it continues to expand its application connectivity to the providers that deliver value to the SMB market, it will have a great growth opportunity.
If you are looking to empower business to access and integrate data, take a look at Scribe Software and its latest Scribe Online release. It is pretty easy, and you should try it for yourself.
CEO & Chief Research Officer
We have just released our 2012 Value Index for Sales Performance Management (SPM), in which we evaluate the competency and maturity of vendors and products. Our firm has been researching this software category for many years, and our latest benchmark research in sales performance management found many areas for improvement among sales applications in a field where many sales organizations still use outdated or insufficient applications to manage revenue generation and customer relationships.
I am excited to bring this research to market again this year. No other research firm performs this level of analysis or follows it up on a regular basis. The Ventana Research methodology utilizes a request for proposal and assessment approach, and each value index takes six months to complete; unlike other analyst firms, we look at the product details that have the most importance in successful adoption and use. In the process we identify best and worst practices that further refine how we assess technology vendors in each category.
Our Value Index analysis for Sales Performance Management looks at the complete range of applications for sales organizations, including forecasting, coaching, compensation, incentives, quota and territory management and other key areas. This year it also examines the emerging needs for mobility, collaboration and analytics. We examine role-based requirements for a sales organization, from management, managers and operations to the account and sales representatives. We also look at the need for integration with other applications and processes. We individually assess and score the key product areas of usability, reliability, manageability, adaptability and capability, and also the customer assurance areas of validation and TCO/ROI.
A lot has changed among SPM suppliers since our last Value Index. For instance, Oracle has made multiple releases of Fusion CRM for Sales. Its applications are now rated Hot and rival those of salesforce.com; as well Oracle has many applications that salesforce lacks. For the first time we assessed SAP Sales OnDemand; its new focus and the updates to this cloud-based application have advanced it significantly. Xactly continues to release applications that are usable, manageable and adaptable to an organization’s sales processes. Microsoft has made significant strides with its applications, which now can be accessed on mobile platforms such as Apple iOS and Android. These are just a few examples of the advances in applications for sales that go well beyond the traditional sales force automation of the past.
While many vendors use the sales performance management moniker to describe their application suites or capabilities, some are just beginning to address the broad scope of needs across all sales processes. We do not assess in the SPM context vendors that provide only sales force automation applications, which really just track accounts, contacts and opportunities; that is only one portion of what sales organizations need to be efficient and effective. The SPM category is maturing rapidly, with new applications and capabilities that often available for rent in the cloud by organizations that prefer that approach to buying and installing software.
Our Value Index methodology assesses vendors across the seven categories noted above, each weighted according to its priority to buyers, and sums the results to 100 percent for scoring purposes. We placed a heavier emphasis this year on usability and manageability, which organizations indicated in our benchmark research are their highest priorities. You can read the details on our methodology and process in the full Sales Performance Management Value Index 2012 report.
Our analysis this year found eight vendors that provide robust offerings and deserve to be rated Hot, which is the highest value level and demonstrates maturity of offerings. Oracle and salesforce.com rank at the top, followed by SAP, Xactly, Microsoft, Varicent, CallidusCloud and Synygy. We note in our analysis that Microsoft and Oracle showed rapid product advancements, and their focus on usability, manageability and adaptability helped raise them in the ratings from last year. Oracle is the only vendor ranked Hot in the Capability evaluation, which is a thorough examination of all of the features needed for sales performance management. Salesforce.com has its work cut out to keep pace and maintain its leadership position in the face of fierce competition from the other vendors listed here.
We take pride in our Value Index, and we believe it is cool to be a Hot vendor. Unlike us, IT-focused analyst firms that do not research or advise sales organizations have a limited view focused on SFA or sales compensation and have created more confusion than clarity. The competitive market for these applications comprises a mature set of applications and capabilities across the roles and responsibilities of sales. Congratulations to the vendors that stood up to our detailed assessment processes and granular analysis, which represent how organizations assess and select vendors. If you want further information, please download the executive summary. We look forward to offering continued guidance to buyers on this critical application category for sales and operations professionals who need to have the most productive and result-oriented sales organizations.
CEO & Chief Research Officer