23 October 2018
Gartner, a world leader in strategic consulting, research and analysis in the field of Information Technology, has once again placed Microsoft in the Leaders section of the 2017 Magic Quadrant for Sales Force Automation.
A 360° view and the ability to operate in the customer service market - these are the pillars on which Microsoft's leadership rests.
Gartner «continues to see product innovation from Sales Force Automation solution providers in relation to predictive opportunity analysis and process modeling and market segment specification capabilities. The latter are not yet basic sales force automation capabilities, but are likely to be in the next 2/5 years», says Gartner.
Magic Quadrant for Sales Force Automation
The sales force automation market has remained true to the latest trend, registering an increase of 15.7% over last year and reaching sales of up to $6.2 billion in 2017. Gartnerians" analysis and insight, a true litmus test for application leaders, helps them navigate the jungle of possible solutions to meet their sales execution needs.
Strategic Planning Assumption
15% of all technological sales expenditure will be applied to sales-enabling technology by 2021 (compared to 8.7% in 2016).
Gartner defines sales force automation (SFA) «as systems that support the automation of sales activities, processes and administrative responsibilities for sales professionals in organizations».
Gartner considers the SFA to be a core technology, implemented to automate an organization's core sales processes.
The core capabilities of the sales force automation market include:
There are additional technologies and aspects that contribute to improving the sales effectiveness of sales people, such as:
While these extensions are important, Gartner does not believe that they are fundamental to market definition. Gartner's analysis flows into the Magic Quadrant for the SFA.
Source: Gartner (July 2018)
Inclusion and exclusion criteria
To qualify for this Magic Quadrant, vendors must meet at least five of the following criteria:
Completeness of vision
Gartner analysts evaluate suppliers on «their ability to compellingly articulate logical statements. This includes the current and future direction of the market, innovation, customer needs and competitive forces, as well as their correspondence to Gartner's market vision».
A 360° vision goes through:
Suppliers included in the analysis: Aptean, Base, Bpm'online, CRMNEXT, Infor, Insightly, Microsoft, Oracle, Pegasystems, PipelineDeals, Salesforce, SAP, SugarCRM, Xiaoshouyi, Zoho.
The in-depth study of all these criteria, still positions Microsoft as a reference point in the industry, a constant now customary in recent years.
Microsoft is in the Leaders quadrant: those who show «the ability to realize their vision through solid and demonstrable products, services and business results in the form of revenues and earnings. Leaders have major successful implementations in North America, EMEA and APAC across a wide variety of industries and with multiple test points for implementations of more than 500 users. They demonstrate consistently above-average customer experience satisfaction. Leaders are often the suppliers against whom other suppliers in the marketplace are measured».
Leadership supported primarily by:
Microsoft continues to make progress both in the number of companies to which it sells and in the size of the companies themselves.
Microsoft Dynamics 365 for Sales is available as SaaS or on-premise, and there is a native mobile application that works offline on both mobile phones and tablets.
In 2017, Microsoft took charge of and "processed" customer concerns by updating the usability of the web browser user interface and released a new sales solution, Microsoft Relationship Sales, which combines Dynamics 365, Office 365 and LinkedIn Sales Navigator into a single SFA offering.
After a recent update, it now features a rebuilt lead management module and a feature for real-time updates on tracked accounts.
Based on conversations with Gartner customers, Microsoft is in larger and more complex SFA implementations than ever before.
The company is attracting the interest of potential customers in retail banking and retail banking - vertical customers who have complex business processes and important data integration requirements.
Microsoft has a particularly strong vision for how its sales technology relates to the B2C customer experience of businesses and digital transformation initiatives. Reference customers have positively noted his significant vision to support initiatives for better sales execution.
Microsoft offers a significant number of native SFA product capabilities, including the latest capabilities such as predictive analysis for lead scoring, customer drop-out indicators, and relationship health.
Gartner intercepted some customer comments and references to the Magic Quadrant on the speed and performance of Microsoft Dynamics 365 for sales in SaaS distributions.
The responsibility, as Microsoft itself has repeatedly pointed out and communicated, lies with the poor design of the implementation. Customers and prospective customers with complex process automation and large datasets should consult Microsoft product experts before planning implementation.