Thursday , February 25 2021

Analysts weighing $ 8b SAP-Qualtrics deal do not see game changers – TechCrunch



SAP Managing Director Bills McDermott was right today to justify his $ 8 billion acquisition of Qualtrics at the weekend. You could expect no less than such a big deal. McDermott considers Qualtrics data provides, can bridge the gap between his company's business data and the customer, data regardless of where they live.

The quality of the idea is to understand the sense of customers as it happens. McDermott perceives it as the mainstream dash of enterprise customer management, which could enhance not only the acquisition of customer experience, but also the management of the company's cloud computing business. This is because it provides the customer with constant feedback, which is not difficult to verify otherwise.

In this context, he saw the deal as a transformative one. "By combining this experience with operational data, we can combine it with Qualtrics and SAP in a way that the world has never done before and I strongly believe that it will change this world, as we know it today, "McDermott told TechCrunch on Monday.

Others who followed the industry were not so sure. While they liked the deal and saw the potential to combine this type of data, it might not be a game changer that McDermott hopes after his company's spending was $ 8 billion.

Paul Greenberg, 56th-leader and CRM's author of Lightweight, says it's definitely a big benefit to the company, but he claims that it requires not only acquisition, but also two to challenge the market leader. "This will be a welcome acquisition for SAP's desire to continue to move the business towards client-driven parties, but it's not decisive in any way," said Greenberg TechCrunch.

Customer experience is a broad concept that involves understanding the exact level of your customer by anticipating what they want, figuring out who they are, what they have bought and what they are looking for right now. These problems are harder than you might think, especially as they involve collecting data from different systems from different vendors dealing with different puzzle types.

Companies such as Adobe and Salesforce have made it a major business focus. SAP is essentially an ERP company that collects data for managing key internal operating systems such as finance, procurement, and human resources.

Real Story Group's founder and lead analyst, Tony Byrne, says he likes what Qualtrics brings to SAP, but he is not convinced that it's such a big deal as McDermott suggests. "Quality allows you to develop more sophisticated research patterns that dealers definitely want, but the double benefit is that, unlike SurveyMonkey and others, Qualtrics has a digital work experience that can supplement some of SAP HR tools." But he adds that this is not really a central piece of CEM and that his company research has revealed that SAP continues to have holes, especially with regard to marketing tools and technologies (MarTech).

Brent Leary, the founder of CRM Essentials, agrees that SAP has gained a good company, especially when combined with a $ 2.4 billion CallidusCloud purchase this year, but has the ability to stick to Salesforce and Adobe. "Quality provides a wide range of customer views, since operational data is derived from back and front office systems. The offer to Callidus helps to turn a glimpse into the needs of specific B2B customers. But I think that more pieces will be needed to obtain B2C experience generating tools that companies , such as Adobe and Salesforce, focus on marketing / experience clouds, "he explained.

Regardless of whether it's an actual gaming changer, as suggested by McDermott, it's still visible, but the industry we talked about saw it as a more elemental element that would help push a business customer initiative. If they are right, McDermott may not have finished shopping just yet.


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