Best of CRM: February 8th


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Every week, we recount some of the best buzz around CRM and data integration. We’ll review our favorite articles and share the most pressing findings or key takeaways from each.

Roundup of Cloud Computing & Enterprise Software Market Estimates and Forecasts, 2013
By: Louis Columbus (@LouisColumbus)
As the title suggests, Louis provides an aggregated view of various cloud/enterprise software estimates and forecasts for the current year. With even the traditional manufacturing industry adopting cloud technology, the shift to the cloud continues to gain momentum. Key points to note include continued growth and adoption of ERP systems, and a rapid increase in cloud spending within both the enterprise and SMB markets. Underscoring this shift to cloud-based solutions are the Garter predictions that SaaS-based CRM will grow three times as fast as on-premise solutions, and that PaaS spending will almost double by 2016.

Why CMO Tech Spending Is Good For IT
By: Doug Henschen (@DHenschen)
As CMOs gain more control over tech spending, CIOs worry about the end results, but Doug argues that the shift will benefit both marketing and IT. With marketing automation and data aggregation and analysis growing in importance, it’s clear that CMOs must select the technology powering the initiatives. However, these systems (along with handling the attribution problem of marketing) continue to gain complexity, meaning IT professionals will play an even more important role as marketers require more advanced tech to operate effectively.

The Stuff of CIO Nightmares: Study Shows Many Marketers Very Bad with Data
By: Loraine Lawson (@LoraineLawson)
Loraine reviews a well-known but very problematic issue emphasized by a new survey from Infogroup Targeting and Yesmail – the issue that even in the promising “Big Data” era, marketers don’t effectively organize, use, or understand that data. However, while marketers aren’t yet “there” in their use of data, 68% of companies plan to invest more resources into data management and 56% plan to hire new employees – primarily data analysts and strategists.

CRM Watchlist 2013 Lifetime Achievement: IBM Institute for Business Value
By: Paul Greenberg (@pgreenbe)
Paul announces the IBM Institute for Business Value as the second annual winner of the Lifetime Achievement from his CRM Watchlist. IBM was selected as they have become a widely used and respected resource for marketing and consumer-based insights in all areas, and have become “the most quoted business research group ever.”

Is Cloud Computing On Course to Becoming a $100 Billion Market?
By: Jeremy Geelan (@jg21)
This article covers potential strengths and weaknesses that will contribute to how fast and how large cloud computing grows. Jeremy incorporates points from both sides, including the positive ability of the cloud environment to shift focus away from technology and instead towards customer-facing and revenue-generating innovation. On the negative side, cloud environments present a security threat by housing many types of data within one platform. The piece serves as a sample of upcoming topics for Cloud Computing’s Cloud Expo New York happening in June.

We hope you had a great week! We’ll see you again soon with a roundup of all the movers and shakers in CRM and data integration news.

Lou Guercia
As President and CEO for Scribe Software, Lou is responsible for Scribe's direction, continued growth as a leader in mid-market and enterprise integration as well as the company's entry into the cloud through integration-as-a-service (IaaS) offerings. He is a member of the SIIA Software Board of Directors and the MassTLC Cloud cluster.


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