Mark Smith's Analyst Perspectives

Sneak Preview and Analysis: Oracle Fusion Applications for CRM and Sales Organizations

Posted by Mark Smith on Nov 28, 2010 3:14:40 PM

At Oracle OpenWorld this week the company announced its next generation of business applications call Oracle Fusion Application ,  , which Larry Ellison touted in his closing day keynote at last year's conference, as I noted then. I attended the conference partly to learn what Oracle is doing in providing applications for sales organizations. In the late 1990s Siebel Systems introduced customer relationship management (CRM), which proved to be the next generation of sales-assisting technology after sales force automation (SFA). Since Oracle acquired Siebel a few years ago, it has advanced CRM through its own products and those acquired with PeopleSoft, and more recently with the Oracle OnDemand offerings. At OpenWorld Oracle began the formal  unveiling of next generation applications called Oracle Fusion Applications for CRM. Under this umbrella is a portfolio of applications designed to help lines of business with specific activities and processes, especially those involving sales operations and managers.
I was eager to attend a session at OpenWorld that had the phrase sales performance management (SPM) in its title because Oracle has not explicitly recognized this as a category for sales applications and also other sessions on its new approach to sales applications. More than five years ago our firm defined SPM as a category and since then has provided research and education on it. More and more sales organizations are adopting applications in this category to replace their SFA and CRM applications; SPM includes applications for managing incentives and rewards, compensation, goals, coaching, assets, territory, quotas and other sales functions not well addressed by those older applications. The need for these types of applications is clear from our benchmark research on SPM, which found only 13 percent of organizations to be very satisfied with SFA and many organizations rating other applications more important than it to their sales operations and performance.

Read More

Topics: Operational Performance Management (OPM), Sales Operations, CRM, Customer Performance Management (CPM), Sales Performance Management, Sales Performance Management (SPM)