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
With contributors:
Fiona Swerdlow , Nicole Murgia , Delilah Gonzalez , Rachel Birrell


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.

Want to read the full report?

This report is not available for purchase at this time.

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.