BuyerZone and the LeadsCouncil recently published "The State of B2B Lead Generation 2012." We are impressed with the 19-page survey results, available in depth by clicking here or accessing the survey on the SLMA website in the research section (requires login for B2B Articles and Whitepapers).
We show some results here, with our editorial remarks, which are not part of the finished survey results.
Who’s using CRM and what are they using?
• 56% of survey respondents are using some sort of CRM system. SLMA: This number appears low, unless respondents are more representative of small business (which appears to be the case).
• 78%, with three or more marketing people on their team, report using a CRM system. SLMA: Marketing often drives CRM implementation.
• 24% of respondents don’t know the definition of CRM. SLMA: This is scary!
• Of the systems being used, SalesForce leads the pack with a 21% usage number. SLMA: Surprisingly low, but BuyerZone also quoted Forbes’ report as saying that SalesForce had only 15% of the market.
• Other systems in use include ACT! with 16%, Goldmine, Tigerpaw, and in-house systems.
• 31% are still using Excel. SLMA: this doesn’t surprise us, but it shows that after 25 years of CRM (or lesser versions) and we’ve still got nearly a third of businesses using Excel. Go figure! The cost of a web-based CRM system today is a rounding error for most companies.
• 87% of those surveyed don’t use a marketing automation system. SLMA: this is in line with what the MA companies report.