Appinions CRM Influence Study

2. In this Influence Study What is the current state of CRM? How is CRM impacting business decisions for leading companies? What are the dominant themes among influencers in this market? These are the questions that the Appinions data journalism team sought to answer in this CRM Influence Study. Our analysis of the industry landscape reveals the most influential companies in this space and the influential key opinion holders who are driving the most dominant conversations around CRM solutions providers. This study also drills down into six themes that shape the way in which influencers are opining on CRM, which include partnerships, cloud, marketing, data, social and mobile. The analysis provided – such as knowing which customer opinions are driving a vendor’s influence in CRM, or knowing the factors that drive a competitor’s influence – yield actionable insights from influencers that can inform and guide marketing strategies. Copyright © 2013 Appinions. All rights reserved. 2

3. Methodology This report is based on 60 days of data taken between September 14 and November 12, 2013. To evaluate the most influential companies and people in the CRM space, the Appinions data journalism team set up a topic based on Boolean logic to capture the CRM market. The results yielded the key themes explored in this report – partnerships, cloud, marketing, data, social and mobile, and revealed the most influential companies and solutions in the space – Salesforce, Oracle On Demand, Microsoft Dynamics CRM, NetSuite, SAP and SugarCRM. Appinions then set up topics on each of these themes, companies and solutions to perform a comprehensive influence analysis of the CRM industry dynamics. About Appinions Appinions is the only opinion-powered influence marketing platform designed to give companies the unmatched ability to identify, analyze, engage, monitor and measure influencers. Built on more than a decade of research conducted at Cornell University, Appinions extracts and aggregates opinions from more than six million sources including blogs, social networks, forums, newspapers and magazine articles, thus providing a more complete picture of influence. Appinions helps today’s businesses insert trust into the purchase journey by converting faceless touchpoints into influential trust points™ to optimize marketing efforts. For more information on the science of influence marketing, visit http://www.appinions.com/. Copyright © 2013 Appinions. All rights reserved. 3

4. How Appinions Analyzes Influence What is an Influencer? Appinions defines an influencer as a person, brand or company that expresses a contextually relevant opinion that is meaningful enough to elicit reactions from others. How is Influence calculated? Appinions calculates individual influence scores based on three reaction elements: •  Influencees: The people or entities who reacted to an influencer’s opinion, weighted by their respective influence on that topic; •  Publishing Sources: The credibility of the outlet where the reaction was published or consumed; and •  Frequency: The volume of opinions attributed to that influencer over the past 60 days. What is the Net Influence Score (NIS)? Appinions calculates influence at the topic level, for which a Net Influence Score in generated, to understand the relative influence of various marketplace issues. The Net Influence Score of a topic represents the sum of all influencer scores in the topic. What is the most “Actioned” opinion? The most “actioned” opinions are those that resonate the most, garner the most reaction and are published or referenced most frequently across networks or media. Copyright © 2013 Appinions. All rights reserved. 4

6. Classic case of winner takes all: Salesforce is miles ahead of its competitors. Influential CRM Companies & Solutions Key CRM Themes Net Influence Score Net Influence Score 3,000 8,000 2,656 2,500 2,604 6,383 2,376 6,000 2,000 1,500 1,451 4,000 1,254 998 1,000 2,000 500 - Copyright © 2013 Appinions. All rights reserved. 1,503 1,502 773 524 211 - 6

8. Theme: Partnerships Oracle is leveraging every partnership and M&A strategy it can to close the gap! Net Influence Score 106 15 10 9 8 4 4 4 3 2 Net Influence Score Top Corporate Influencers Oracle Salesforce SugarCRM ClickSoftware NetSuite Enterprise Hive Alpine Metrics Microsoft PenguinCRM Fujitsu Most “Actioned” Opinions by Top Influencers Ellison announced sales and technology partnerships with Salesforce.com Inc. and Microsoft Corp. in June designed to make his company’s products easier to use alongside other software. Influencer: Larry Ellison, CEO, Oracle Source: WashingtonPost Top Executive Influencers 10 Leyla Seka – VP, AppExchange and Partner Operations, Salesforce Larry Ellison – CEO, Oracle Lynn Vojvodich – CMO, Salesforce Guido Haarmans – VP, Business Development and Developer Programs, NetSuite Jeremy Hanks – CEO, DropShip Commerce Joe Staples – CMO, Interactive Intelligence Misty Lackie – CEO, Advantly 10 Anita Wehnert – Director, Strategic Partnerships, ReadyTalk 10 Craig West – VP, Americas Channel Sales, NetSuite 7 Dreamforce attendees will experience firsthand how working with salesforce.com and partners can accelerate their transformation into customer companies. Influencer: Lynn Vojvodich, CMO, Salesforce Source: MarketWatch Bud Walker – Director, Data Quality Solutions, Melissa Data 36 24 14 12 12 11 Oracle Corporation, an enterprise software company, has entered into an agreement to acquire BigMachines, Inc., a provider of cloudbased configure, price and quote solutions for sales and orders. Influencer: Oracle Source: TMCNet ClickSoftware announced a partnership with salesforce.com and offers ClickSchedule as a tab within Salesforce. Influencer: ClickSoftware Source: Reuters Oracle’s integration of Eloqua, BigMachines, and its partnership with Salesforce and Microsoft boost its influence even among the industry giants. Copyright © 2013 Appinions. All rights reserved. 8

9. Theme: Cloud Oracle and Microsoft boost cloud capabilities to compete with Salesforce. Net Influence Score 90 28 28 25 23 14 10 9 7 6 Net Influence Score 45 34 22 21 Top Corporate Influencers Oracle Workday Salesforce Amazon Microsoft NetSuite Adobe Perficient SugarCRM Navigant Solutions Top Executive Influencers Scott Dorsey – CEO, ExactTarget* Scott McCorkle – President, Technology and Strategy, ExactTarget* Aaron Levie – CEO, Box 18 Aneel Bhusri – CEO, Workday Leyla Seka – VP, AppExchange and Partner Operations, Salesforce Marc Benioff – CEO, Salesforce 15 Kevin Turner – COO, Microsoft 14 Lynn Vojvodich – CMO, Salesforce Krishna Subramanian – VP, Product Marketing, Cloud Platforms Group, Citrix Jeffrey Davis – CEO, Perficient 19 12 12 Most “Actioned” Opinions by Top Influencers Businesses around the world are turning to social and mobile cloud technologies to create deeper connections with their customers. Influencer: Lynn Vojvodich, CMO, Salesforce Source: Wall Street Journal They [Microsoft] will have by anyone’s definition a full cloud service with full functionality for small and large enterprises. That will put them in a very select group [of vendors]. Influencer: Frank Scavo, Managing Partner, Strativa Source: PCWorld Oracle is hoping to differentiate its CRM software from the competition with the acquisition of BigMachines, whose cloud-based system helps salespeople quickly put together and price complex orders. Influencer: Oracle Source: CIO.com Strong customer adoption of Office 365, Azure and Dynamics CRM Online is accelerating our business transition to the cloud. Influencer: Kevin Turner, COO, Microsoft Source: Yahoo! News *ExactTarget part of Salesforce Marketing Cloud Copyright © 2013 Appinions. All rights reserved. 9

10. Theme: Marketing Proof that Salesforce bought their way into CRM marketing influence through ExactTarget acquisition. Net Influence Score 51 21 10 10 10 6 4 1 1 1 Net Influence Score 61 48 34 25 17 16 16 16 14 12 Top Corporate Influencers Oracle Salesforce* Adobe Microsoft SugarCRM Cornerstone OnDemand Pardot SAP Juniper Networks HubSpot Top Executive Influencers Marc Benioff – CEO, Salesforce* Scott Dorsey – CEO, ExactTarget* Scott McCorkle – President, Technology and Strategy, ExactTarget* Kyle Lacy – Sr. Manager, Content Marketing & Research, ExactTarget* Daniel Incandela – Senior Director, Global Interactive Marketing, ExactTarget* Eric Tobias – VP, Web Products, ExactTarget* Jeff Whatcott -– CMO, Brightcove Aneel Bhusri – CEO, Workday Lynn Vojvodich – CMO, Salesforce* John Stetic – VP, Eloqua, Oracle Most “Actioned” Opinions by Top Influencers Compendium provides software for creating different types of content that can be used to entice customers to visit a marketer's website or other property. Influencer: John Stetic, VP, Eloqua, Oracle Source: Yahoo! News Smart organizations are using social and mobile cloud technologies to improve their sales, marketing and service capabilities while also defining new and innovative business opportunities. Influencer: Cornel Nolte, Partner, PwC Advisory Source: TMC Net Marc Benioff said earlier this year that marketing software would become his company's next US$1 billion product line. Influencer: Marc Benioff, CEO, Salesforce Source: PCWorld Oracle is rolling out a series of new features for its Eloqua marketing automation suite, hoping to get a leg up on rivals such as Salesforce.com and IBM in the red-hot software segment. Influencer: Oracle Source: CIO.com ExactTarget* Executives *ExactTarget part of Salesforce Marketing Cloud Copyright © 2013 Appinions. All rights reserved. 10

11. Theme: Data Customer centric business processes are impacting all functions. Net Influence Score 25 22 10 6 5 2 1 1 1 Net Influence Score 13 9 7 7 6 6 6 5 3 2 Top Corporate Influencers Oracle Workday NetSuite Microsoft OneSource Salesforce Google Accenture SAP Most “Actioned” Opinions by Top Influencers The quality of CRM data is a major consideration for business professionals because data impacts and influences customer decisions and campaign strategies for growing your business. Influencer: Connor Marsden, US Director, CRM, Microsoft Source: The Wall Street Journal Top Executive Influencers Connor Marsden – US Director, CRM, Microsoft Paul Marobella – Digital and Data-Driven Marketer, Group President, Havas Worldwide Krishna Mehra – CTO, Capillary Technologies Bud Walker – Director, Data Quality Solutions, Melissa Data Leyla Seka – VP, AppExchange and Partner Operations, Salesforce Jan Arendtsz – CEO, Celigo Michel Feaster – CEO, UserMind Udi Ertel – President, Magic Software Enterprises Stephen Purpura – CEO, Context Relevant Jon Siegel – CEO, Fan Appz Copyright © 2013 Appinions. All rights reserved. Today, users can easily enrich their CRM data with valuable property and mortgage information -- capitalizing on sophisticated business intelligence to improve customer service and increase competitive advantage Influencer: Bud Walker, Director, Data Quality Solutions, Melissa Data Source: Yahoo! Finance Combining the power of our Earnix Banking and Earnix Insurance solutions with the high value of Oracle Sales Cloud data enables new levels of real-time decision making for Oracle’s Cloud Marketplace customers. Influencer: Barak Melnik, VP Product and Business Development, Earnix. Source: Reuters If you open up the kimono inside of a company, data could be spread across Marketo and Salesforce and ZenDesk. Influencer: Michel Feaster, CEO, UserMind Source: VentureBeat 11

12. Theme: Social LinkedIn dominates the CRM conversation; Facebook and Twitter are absent. Net Influence Score Top Corporate Influencers 9 Oracle 8 Salesforce 5 LinkedIn 4 Nimble 3 Microsoft Most “Actioned” Opinions by Top Influencers Net Influence Score The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP, AppExchange and Partner Operations, Salesforce Source: Yahoo! News [Marc] Benioff says it’s about Salesforce.com customers, such as Toyota, Burberry and General Electric, rethinking how to listen, engage and provide new products and services to today’s mobile and socially-savvy customers. Influencer: Marc Benioff, CEO, Salesforce Source: Forbes Top Executive Influencers 44 Jeff Weiner – CEO, LinkedIn 33 Leyla Seka – VP, AppExchange and Partner Operations, Salesforce 27 Marc Benioff – CEO, Salesforce 14 Lynn Vojvodich – CMO, Salesforce 7 Zach Nelson – CEO, NetSuite Copyright © 2013 Appinions. All rights reserved. CEO Jeff Weiner said Salesforce is a LinkedIn partner and will be one well into the future. Influencer: Jeff Weiner, CEO, LinkedIn Source: TechCrunch Oracle said that it will integrate BigMachines CPQ with its marketing, sales, social and service clouds. Influencer: Oracle Source: ZDNet 12

13. Theme: Mobile Businesses are sowing the seed for mobile CRM innovation across their organizations. How long until we see mainstream adoption? Net Influence Score Top Corporate Influencers 7 Salesforce 4 Pegasystems 4 SAP 1 Microsoft 1 Delta Most “Actioned” Opinions by Top Influencers Businesses around the world are turning to social and mobile cloud technologies to create deeper connections with their customers. Influencer: Lynn Vojvodich, CMO, Salesforce Source: Wall Street Journal Delta decided to equip 19,000 of their flight attendants with Windows Phone devices; the move allowed attendants to access a new point of sale system built upon the Microsoft Dynamics for Retail platform. Influencer: Delta Source: Microsoft Phone Central Net Influence Score Top Executive Influencers 33 Leyla Seka – VP, AppExchange and Partner Operations, Salesforce 29 Scott McCorkle – President, Technology and Strategy, ExactTarget* 18 Marc Benioff – CEO, Salesforce 14 Lynn Vojvodich – CMO, Salesforce 10 Radomir Vozar – CEO, Resco The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP, AppExchange and Partner Operations, Salesforce Source: Yahoo! News Smart organizations are using social and mobile cloud technologies to improve their sales, marketing and service capabilities while also defining new and innovative business opportunities. Influencer: Cornel Nolte, Partner, PwC Advisory Source: TMC Net At the Evernote conference, Salesforce.com's Chairman and CEO, Marc Benioff spoke to the fact that there is now so much power embedded in mobile phones that most consumers are basically just using their mobile phones for everything - and that includes Benioff himself. Influencer: Marc Benioff, CEO, Salesforce Source: Huffington Post *ExactTarget part of Salesforce Marketing Cloud Copyright © 2013 Appinions. All rights reserved. 13

15. Marc Benioff is more influential than all other top internal influencers combined. Net Influence Score 287 47 33 32 29 24 23 21 19 12 Top Internal Influencers Marc Benioff – Chairman, CEO, Salesforce Scott Dorsey – CEO, ExactTarget* Leyla Seka – VP, AppExchange and Partner Operations, Salesforce Scott McCorkle – President, Technology and Strategy, ExactTarget* Ian Murdock – VP, Platform, ExactTarget* Daniel Debow – SVP, Work.com, Salesforce Kyle Lacy – Sr. Manager, Content Marketing & Research, ExactTarget* Mike Rosenbaum – EVP, Platform, Salesforce George Hu – COO, Salesforce Lynn Vojvodich – CMO, Salesforce Acquired Executives Influence Score 47 40 33 31 30 24 23 23 21 19 Top External Influencers Larry Ellison – CEO, Oracle Gordon Ritter – Investor, Emergence Capital Jeff Weiner – CEO, LinkedIn Aneel Bhusri – CEO, Workday Mark Hurd – President, Oracle Dominic Cardy – Leader, New Democratic Party, Canada Jonathan Gale – CEO, NewVoiceMedia Jim Cramer – Host, Mad Money Phil Libin – CEO, Evernote David Hassell – CEO, 15Five Partner Company Executives Most “Actioned” Opinions by Top Influencers Businesses around the world are turning to social and mobile cloud technologies to create deeper connections with their customers. Influencer: Lynn Vojvodich, CMO, Salesforce Source: Wall Street Journal The future of enterprise apps is social, mobile and connected. Influencer: Leyla Seka, VP,AppExchange and Partner Operations, Salesforce Source: MarketWatch In today's connected world, customers are moving effortlessly between marketing channels to interact with brands before, during and after the buying process. Influencer: Scott McCorkle, President, Technology and Strategy, ExactTarget* Source: Reuters Salesforce.com CEO Marc Benioff said earlier this year that marketing software would become his company's next US$1 billion product line. Influencer: Marc Benioff, CEO, Salesforce Source: PCWorld IBM, EMC, SAP and Salesforce.com are four competitors we spend a lot of time thinking about. Influencer: Larry Ellison, CEO, Oracle Source: PCWorld Top influencers are focused on marketing and mobile. *ExactTarget part of Salesforce Marketing Cloud Copyright © 2013 Appinions. All rights reserved. 15

16. Integration of Eloqua and BigMachines drive Oracle’s influence. Net Influence Score Top Internal Influencers 20 Larry Ellison – CEO, Oracle 15 Nandini Ramani – VP, Development, Oracle 15 John Stetic – VP, Eloqua, Oracle 13 Mark Hurd – President, Oracle 11 Joe Payne – Former CEO, Eloqua Most “Actioned” Opinions by Top Influencers Acquired Executives Net Influence Score Top External Influencers 17 Marc Benioff – CEO, Salesforce 16 Eliot Burdett – CEO, Peak Sales Recruiting 15 Russell Glass – CEO, Bizo 11 Rick Sherlund – Managing Director, Technology Research, Nomura Securities 6 Sean Gordon – CEO, Intelliverse Copyright © 2013 Appinions. All rights reserved. Being a modern marketer comes down to a better understanding of individual buyers and getting them the right message at the right time, regardless of where they are online. Influencer: John Stetic, VP, Eloqua, Oracle Source: Reuters We see the positive impact that marketing automation companies such as Marketo, Eloqua, Silverpop, and Pardot have made to the top end of the sales funnel by bringing more qualified leads into businesses. Influencer: Sean Gordon, CEO, Intelliverse Source: MarketWatch I believe it's in the interest of their customers and our customers that Salesforce works well with Oracle, works well with SAP, and even works well with Microsoft, because our customers have these existing investments that we want to leverage. Influencer: Marc Benioff, CEO, Salesforce Source: CIO [Mark] Hurd's defenders point to his remarks about Oracle's sales force attrition rate declining, and they stress that the sales force is growing rapidly--exactly as Hurd has promised. Influencer: Mark Hurd, President, Oracle Source: Business Insider 16

17. Does executive team’s attention to CRM signal this as a high priority in the future? Net Influence Score Top Internal Influencers 44 Steve Ballmer – CEO, Microsoft 25 Connor Marsden – Director, U.S., CRM, Microsoft 15 Kevin Turner – COO, Microsoft 9 Jamie Tozzi – General Manager, Dynamics East Region, Microsoft 8 Pam Misialek – Product Marketing, Dynamics GP, Microsoft Net Influence Score Top External Influencers Most “Actioned” Opinions by Top Influencers 24 Larry Ellison – CEO, Oracle 13 Mike Belongie – COO, Axonom 13 Shloma Baum – CTO, FieldOne Systems 13 Marc Wolenik – CEO, Webfortis 11 Mark McNeill – VP, ISI Telemanagement Solutions Partner Company Executives Copyright © 2013 Appinions. All rights reserved. Strong customer adoption of Office 365, Azure, and Dynamics CRM Online is accelerating our business transition to the cloud. Influencer: Kevin Turner, COO, Microsoft Source: Yahoo! News CRM today should be an enabler that detects trends, facilitates decisions and suggests actions that lead to successful outcomes and relationships. Influencer: Bob Stutz, CVP, Dynamics CRM, Microsoft Source: CIO Today Most people “don’t realize that Microsoft Dynamics, Azure and Office are doing very, very well” these days, as all of them utilize cloud-based virtualization , new management functions and new levels of product support. Influencer: Laura DiDio, Principal Analyst, ITIC Source: CRM Daily By implementing Microsoft Dynamics CRM solutions, we can integrate and streamline their existing processes, and enable contact centers to handle more interactions and provide an optimized customer experience. Influencer: Steve Thompson, VP, Sales, PowerObjects Source: TMC NEC 17

18. NetSuite customer affinity impacts and drives influence. Net Influence Score Top Internal Influencers 36 Zach Nelson – CEO, NetSuite 27 Mark Troselj – Managing Director, APAC and Japan, NetSuite 23 Craig West – VP, Americas Channel Sales, NetSuite 14 Pete Daffern – President, EMEA and Verticals, NetSuite 12 Guido Haarmans – VP, Business Development and Developer Programs, NetSuite Net Influence Score Top External Influencers 14 Renato C. Valencia – CEO, Roxas Holdings 13 Roddy McKaig – CIO, Shaw Industries 12 Jeremy Hanks – CEO, DropShip Commerce 8 Jim Dever – VP, Corporate Affairs, SAP 8 Jan Arendtsz – CEO, Celigo Customers Copyright © 2013 Appinions. All rights reserved. Most “Actioned” Opinions by Top Influencers SAP’s decision to stop developing its Business ByDesign service proved the danger of relying on a “last generation provider” like SAP for cloud services rather than “committed leaders” like NetSuite. Influencer: Zach Nelson, CEO, NetSuite Source: The Register However, what we are now seeing is that thriving and successful businesses have embraced change and understand the generational shifts in process and technology they need to make to remain relevant, competitive and grow profitably. Influencer: Mark Troselj, Managing Director, APAC and Japan, NetSuite Source: Reuters NetSuite OneWorld gives us the power to conduct intercompany transactions across subsidiaries, while the reporting provides a clear indication of where the company is financially. Influencer: Renato C. Valencia, CEO, Roxas Holdings Source: TMC Net This is a sad attempt by NetSuite to capitalize on inaccuracies reported in the media about ByDesign Influencer: Jim Dever, VP, Corporate Affairs, SAP Source: Forbes 18

19. Sharks are circling based on SAP’s confused messaging around Business ByDesign. Net Influence Score Top Internal Influencers 22 Bill McDermott – CEO, SAP 11 Jim Dever – VP, Corporate Affairs, SAP 5 Steve Watts – President, Asia-Pacific and Japan, SAP 1 Franck Cohen – President, EMEA, SAP 1 Rainer Zinow – SVP, Cloud Unit, SAP Most “Actioned” Opinions by Top Influencers Net Influence Score Top External Influencers 13 Zach Nelson – CEO, NetSuite 7 Gerald Schlechter – Founder & President, CNBS 2 Sandra Kurtzig – CEO, Kenandy 1 Now, SAP is seeing how tough their customers are by pulling the plug on Business ByDesign. Influencer: Zach Nelson, CEO, NetSuite Source: The New York Times Oracle has joined the ranks of ERP software vendors hoping to capitalize on uncertainty among customers of SAP's Business ByDesign software, offering to waive one year of subscription fees to those who migrate to Oracle's competing products. Influencer: Oracle Source: PCWorld Larry Ellison – CEO, Oracle Competitors Copyright © 2013 Appinions. All rights reserved. The failure of SAP's Business ByDesign offering underscores the importance of designing enterprise software specifically for the cloud. Influencer: Sandra Kurtzig, CEO, Kenandy Source: Market Wire Business ByDesign will be rolled into SAP's broader HANA Cloud product line. Influencer: Bill McDermott, CEO, SAP Source: PCWorld 19

20. SugarCRM; Where are the influencers? Net Influence Score Top Internal Influencers 16 Larry Augustin – CEO, SugarCRM 9 John Mertic – Solutions Architect, SugarCRM Most “Actioned” Opinions by Top Influencers Net Influence Score Top External Influencers 7 Misty Lackie – CEO, Advantly 5 Udi Ertel – President, Magic Software Enterprises 1 Steve King – Partner, Emergent Research 1 John Ragsdale – VP, Technology and Social Research, Technology Services Industry Association 1 Greg Soper – CEO, SalesAgility Copyright © 2013 Appinions. All rights reserved. While SugarCRM has long been expected to file for an IPO, Augustin declined to comment on the timing of such a move, although he confirmed that the ultimate goal is to go public. Influencer: Larry Augustin, CEO, SugarCRM Source: PCWorld Our clients have enjoyed the benefits from our recent partnerships with Salesforce and Highrise, and integrating with the world's fastest-growing customer relationship management company, SugarCRM, was a natural next-step for our company and our clients. Influencer: Misty Lackie, CEO, Advantly Source: TMCNet SuiteCRM contains every module that is in the SugarCRM Professional edition. Influencer: Greg Soper, CEO, SalesAgility Source: Linux Insider SugarCRM remains a leader in open-source CRM and is a solid allaround product at a good price. Influencer: Steve King, Partner, Emergent Research Source: TMCNet 20

21. Contact Us! To learn more about Appinions and our modular approach to influence marketing, contact us at info@appinions.com or +1 646-532-3062. Web: www.appinions.com Twitter: @appinions LinkedIn: http://www.linkedin.com/company/appinions Copyright © 2013 Appinions. All rights reserved. 21

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