Model Overview Report

Demystifying The Technical Functions Of Customer Relationship Management (CRM) For Commerce

Plan Successful Tech Adoption Using Function-First Thinking

July 13th, 2023
Emily Pfeiffer, Principal Analyst
Emily Pfeiffer Principal Analyst
Kate Leggett, VP, Principal Analyst
Kate Leggett VP, Principal Analyst
With contributors:
Fiona Swerdlow , Nicole Murgia , Delilah Gonzalez , Rachel Birrell

Summary

Digital businesses struggle to identify which tech solutions will solve their business problems. Vendors’ marketing messaging and a lack of standardization in the market amplify the challenge. There are standard market categories of commerce tech, but there have been no universal rules for the functions each category provides — until now. Forrester’s Function-First Tech Buying Framework creates standards for the functionality included in each commerce tech market category. This research includes a series of reports for each category included in the framework. This report uses the Function-First Tech Buying Framework to look at the customer relationship management (CRM) category.

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