Saturday , August 20 2022

SAP-Kualtrics contractors who value at $ 8B do not see game changers – TechCrunch


SAP Executive Director Bill McDermott was erected today to buy a $ 8 billion Kualtrics company over the weekend. You would not expect anything less for such a big deal. McDermott believes in Kualtrics data provides the ability to bridge the gap between the operational data of his company and users, wherever he resides.

The idea behind Kualtrics is to understand the mood of customers as it happens. McDermott sees this as a key component of the puzzle of a client management company, which could be a driving force not only as a big player in customer experience, but also the launch of a core business in the company's cloud. This is because it provides a means of constant feedback by the buyer, which is difficult to determine otherwise.

In this context, he saw the agreement being converted. "By combining this experience with operations, we can combine it with Kualtrics and SAP in the way the world has never worked before, and I in essence believe it will change this world as we know it today, "McDermott TechCrunch said on Monday.

Others who were carefully doing the industry were not so convinced. While they liked the deal and saw the potential of combining these types of data, it might not be a change to the game McDermott hoped for after spending $ 8 billion in his company.

Paul Greenberg, who runs The 56 Group Director and author of CRM's CRM on Speed ​​of Light, says this is definitely a big acquisition for the company, but he says it takes more than a purchase or two to be triggered by market leaders. "This will be a beneficial acquisition for SAP's desire to continue turning the company to the side they face with customers, but that's not decisive in any way," Greenberg told TechCrunch.

User experience is a broad term that includes understanding your customer at a granular level, anticipating what they want, understanding who they are, what they have bought and what they are currently looking for. These are more difficult issues to solve than you might imagine, especially because they involve collecting data between different manufacturers dealing with different parts of the puzzle.

Companies such as Adobe and Salesforce have done so with their primary business focus. SAP is at the heart of ERP, which collects data using key internal operating systems such as finance, procurement, and HR.

Tony Birne, founder and chief analyst at Real Story Group, says he likes what Kualtrics brings to SAP, but he's not sure it's a big deal like McDermott says. "Kualtrics allows you to do more sophisticated forms of research that marketers definitely want, but the dual benefit is that – unlike SurveiMonkei and others – Kualtrics has experience in a digital workplace, which could complement some of SAP's HR tools." But he adds that it is not really a central CEM piece and that his company's research has determined that SAP still has holes, especially when it comes to marketing tools and technologies (MarTech).

Brent Leary, the founder of CRM Essentials, agrees that SAP has got a nice company, especially in combination with CallidusCloud's $ 2.4 billion purchase earlier this year, but there are ways to make up for Salesforce and Adobe -om. "Kualtrics provides a broad customer perspective for operational data from the back and front office. Callidus acquisition helps to transform insights into specific experiences of buyers focused on B2B but I think it may be necessary to have more pieces in terms of B2C tools to create the experience that companies like Adobe and Salesforce focus on clouds of marketing / experience, "he explained.

Whether this is a real game changer like McDermott, it remains to be seen, but the industry experts we have talked with believe that this will be an additional part that helps the customer's initiative to experience in the future. If they are right, McDermott may not have finished shopping yet.

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