Sage Poised To Double Down on Sage CRM Cross-Sell

According to “people in a position to know”,  Sage is poised to provide a channel wide update  about their previously stated plans to make a direct push for CRM sales into existing ERP customer accounts.

While questions surrounding the plan reportedly are filled with answers like “not sure” – the concept (still apparently in testing)  is that Sage will be  much more serious about cross-selling CRM to existing ERP customers.

Partners who aren’t serious about implementing CRM should expect Sage  generated Sage CRM leads from “their” customers to be provided to partners who are serious about CRM.

These plans could change before this becomes widespread (supposedly it will roll out slowly in some type of test)  however I’m told to look for this to be spearheaded by an internal Sage sales force.

Leads that are produced by Sage may or may not be provided to channel partners depending upon a number of unclear or yet-to-be determined factors.  Apparently simply passing a certification exam will not automatically qualify a partner to receive Sage CRM leads.

Tier credit and/or sales margin for Sage generated CRM leads is up in the air but it’s looking more like partners may not get credit (tier/margin) for Sage generated leads.

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  1. I have been hearing rumblings about this approach for quite a long time so I assume that Sage has been evaluating it internally for a while now.

    I’m a little biased here since my group, Azamba, focuses on Sage CRM and I have wondered for years why such a great product like Sage CRM is still such a well-kept secret. Adoption rates for CRM are soaring across the SMB sector but the attach rate among existing Sage ERP customers is still relatively small.

    Hopefully this push will help drive the message out there and help open some customers’ eyes to the benefits and value of integrated CRM.

    I’m not a fan of the no tier / margin concept (did you hear this was confirmed Wayne or is it speculation on your part?) but any partners that want to get out in front of this and start marketing to their customers should do so immediately. This is the wake up call!

    There is a lot of opportunity for those so inclined – either with an internal initiative or through working with a dedicated Sage CRM partner (ahem … like Azamba) and come up with a game plan.

    Relevant link for those interested in partnering: http://azambapartners.wordpress.com/2012/02/06/how-to-spread-the-gospel-of-sage-crm/

  2. I’m not sure that any of this is totally written in stone but I seem to be hearing the same type of feedback since Sage first made hints that this was coming several months back.

    There may be many reasons CRM adoption has been slower than expected:

    a. It’s a whole different area than ERP

    b. Difficulty / complexity of initial install

    c. Difficulty / complexity of future upgrades

    Customers have this really odd expectation that if you go into their sales department and talk CRM that you’re going to know the language. I believe that most people find that ERP consultants typically don’t instantly learn the language of CRM. Those that fake it have less than perfect results.

  3. In talking to some of the Sage Partner-Clients we work with at Juice Marketing, I think Wayne’s recent comment is spot on. “…most people find that ERP consultants typically don’t instantly learn the language of CRM. Those that fake it have less than perfect results.” ERP and CRM are different monsters … just because you understand debits and credits doesn’t mean you understand sales and marketing. Sage partners that don’t have the time, resources, or inclination to learn CRM would be wise to explore an alliance relationship.

    • 100% agree with this comment Mark. We were just discussing this at our team meeting this morning. We flipped the discussion around and talked about how difficult it is to pick up similar products (such as different accounting systems). Picking up something dissimilar (such as CRM) is a huge challenge and needs to be assessed carefully.

  4. Another challenge besides the language barrier might be having access to the right contacts within the organization. Campaigning on a CRM message to contacts focused on ERP is almost worthless.

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