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1、investmentresearchThisrepthasbeenpreparedbyUBSSecuritiesLLC.ANALYSTCERTIFICATIONREQUIREDDISCLOSURESBEGINONPAGE23.UBSdoesseekstodobusinesswithcompaniescoveredinitsresearchrepts.Asaresultinvestsshouldbeawarethatthefirmmayh

2、aveaconflictofinterestthatcouldaffecttheobjectivityofthisrept.Investsshouldconsiderthisreptasonlyasinglefactinmakingtheirinvestmentdecision.??GlobalResearch13June2019GlobalSoftwareUBSEvidenceLabinside:CXKeepsCRMAppsInthe

3、SpendingSpotlightCXPutsRenewedFocusonCRMUBSEvidenceLabsurveyed612ITdecisionmakersaboutCRMsoftwarespendingouranalysisofthedatashows(1)strongspendingfueledbyafocusoncustomerexperience(CX)(2)acommondesiretointegrateCRMappsa

4、lthoughviewsonhowbesttoaccomplishthisvary(3)ongoingvariationinwhatB2BB2CganizationswantevenasbothpriitizeCX.WefavvendsabletoprovidefullCRMsuites(CRMSAPHUBS)robustcustomerdataplatfms(CRMADBEZEN)CRMremainsourfaviteplayonth

5、etheme.CRMWalletShareGainsAtOddsWithRelativeDiscountValuationsUBSEvidenceLabsurveydatashowsspendingoncustomerfacingappssetf2019growthonparwith2018withCXthemostcitedinvestmentpriity.49%ofrespondentsexpectspendingoncustome

6、rfacingappstogrowfasterthanoverallappspendin2019vs.only3%expectinggrowthtobeslowervalidatingGartnersprojectionfCRMspendingtooutgrowbackofficeappspendingthisyear.Howeverat10.1xEVCY20Sales0.33xEVSalesGrowththeSaaSCRMpurepl

7、aystradeatadiscounttobackofficeSaaSat11.6x0.52xgrowthagapweexpecttonarrow.CXDrivesNeedFIntegrationButMeThanOnePathFSuccess~50%listedintegrationbetweenCRMappsasahighpriitybuttherewaslessagreementonthebestapproachas29%fave

8、danAPIbasedapproachwhile21%preferredtostardizeonasuite.Wethinkthebestpositionedvendswillofferbothapproaches.WebelieveSalesfceisthefurthestdownthepathtowardofferingthebestofbothwldsgivenabroadCRMsuitecoupledwithacomprehen

9、siveapproachtodatawithMuleSoftCustomer360mostrecentlyTableau.SAPsceswellintheseareastooexpledinmedetailhere[LINK].DivergentBuyerNeedsLikelyResistOneSizeFitsAllApproachWhilevendslikeAdobeSalesfceaimtoaddressabroadersetofn

10、eedsacrossB2BB2CcompanieswethinkspecificneedswillcontinuetovarybetweencustomersegmentsevenasacommonfocusonCXtakeshold.ThislikelyenablesvendstodifferentiateoncecapabilitieswhilethesuiteproviderswillcontinuetoexpTAMbylayer

11、inginabroadersetoffunctionalityovertime.EquitiesGlobalSoftwareJenniferSwansonLoweAnalystjennifer.lowe@14153524694MichaelBriestAnalystmichael.briest@442075688367RakeshKumarAssociateAnalystrakesh.kumaar@14153524698HannesLe

12、itnerAnalysthannes.leitner@442075687085FatimaBoolaniAnalystfatima.boolani@12127138345KatherineMcCrackenAssociateAnalystkatherine.mccracken@14153524749GlobalSoftware13June2019??3IntegrationIsaPriityWithMultipleWaystoGetTh

13、ereAsbuyersaimtounlockmedatafromnewexistingCRMinvestmentswesawwideagreementthatintegrationwasapriity.Howevernosingleapproachtointegrationemergedasadecisivepreferredmodel.Wethinkthemarketwillultimatelyembracetwoapproaches

14、todataintegrationfunifiedCX.Ononehsomebuyerswilllooktogetintegrationbystardizingonacommonsuite.Ontheothersomewilloptfanintegrateddataplatfmencompassingmultipleapps.WeseeCRMSAPHUBSbenefittingfromthesuiteviewwhileADBECRMZE

15、Nareinvestinginthedataplatfmapproach–withSalesfcethevendbestpositionedtooffercustomerschoice.Figure2:AgreementThatIntegrationIsImptantButDivergentViewsOntheBestPathFAccomplishingThisSource:UBSEvidenceLabN=612DifferentBuy

16、erPreferencesCreateMarketStratificationVendsaretryingtobroadenmarketreachthroughacquisitionganicdevelopmentbutUBSEvidenceLabsurveydatasuggeststhatevenasmanybusinessesembraceafocusonCXsomeneedsstillvarybetweenB2CB2Bcompan

17、iesbetweenlargesmallbusinesses.Wethinkitsunlikelythatasinglesolutioncanadequatelyaddressthefullspectrumofcustomerneeds.WhenpresentedwithachoicebetweentwoscenariosB2Bbuyersfavedcustomersupptasanupsellopptunity(fexample)wh

18、ileB2Cbuyersweremefocusedonsolutionsthatcouldresolveissuesquickly.Similarlysmallerbusinessesweremepricesensitivethanlargerpeers.Wethinklargevendswilladdressmultiplecustomersetsovertimethroughdiverseproductofferingsbutthi

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