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1、ABGlobalResearch13June2019EquitiesGlobalSoftwareJenniferSwansonLoweAnalystjennifer.lowe@ubs.com+1-415-3524694MichaelBriestAnalystmichael.briest@ubs.com+44-20-75688367RakeshKumarAssociateAnalystrakesh.kumaar@ubs.com+1-415-3524698HannesLeitnerAnalysthannes.leitner@ubs.com+4
2、4-20-75687085FatimaBoolaniAnalystfatima.boolani@ubs.com+1-212-7138345KatherineMcCrackenAssociateAnalystkatherine.mccracken@ubs.com+1-415-3524749GlobalSoftwareUBSEvidenceLabinside:CXKeepsCRMAppsIntheSpendingSpotlightCXPutsRenewedFocusonCRMUBSEvidenceLabsurveyed612ITdecision
3、makersaboutCRMsoftwarespendingandouranalysisofthedatashows(1)strongspendingfueledbyafocusoncustomerexperience(CX);(2)acommondesiretointegrateCRMappsalthoughviewsonhowbesttoaccomplishthisvary;and(3)ongoingvariationinwhatB2BandB2CorganizationswantevenasbothprioritizeCX.Wefav
4、orvendorsabletoprovidefullCRMsuites(CRM,SAP,HUBS)and/orrobustcustomerdataplatforms(CRM,ADBE,ZEN)andCRMremainsourfavoriteplayonthetheme.CRMWalletShareGainsAtOddsWithRelativeDiscountValuationsUBSEvidenceLabsurveydatashowsspendingoncustomer-facingappssetfor2019growthonparwith
5、2018,withCXthemost-citedinvestmentpriority.49%ofrespondentsexpectspendingoncustomer-facingappstogrowfasterthanoverallappspendin2019vs.only3%expectinggrowthtobeslower,validatingGartner'sprojectionforCRMspendingtooutgrowback-officeappspendingthisyear.However,at10.1xEV/CY20Sa
6、lesor0.33xEV/Sales/Growth,theSaaSCRMpure-playstradeatadiscounttoback-officeSaaSat11.6xor0.52xgrowth,agapweexpecttonarrow.CXDrivesNeedForIntegration,ButMoreThanOnePathForSuccess~50%listedintegrationbetweenCRMappsasahighpriority,buttherewaslessagreementonthebestapproachas29%
7、favoredanAPI-basedapproachwhile21%preferredtostandardizeonasuite.Wethinkthebestpositionedvendorswillofferbothapproaches.WebelieveSalesforceisthefurthestdownthepathtowardofferingthebestofbothworlds,givenabroadCRMsuitecoupledwithacomprehensiveapproachtodatawithMuleSoft,Custo
8、mer360,andmostrecently,Tableau.SAPscoreswellintheseareastoo,exploredinmoredetailhere[LINK
