Understanding SME needs for CRM systems

The Puzzle

Salesforce wanted to grow their understanding of the SME customer perspective.

• Wanted to generate thought pieces and white papers that would help position them as market leaders
• Needed to understand current brand perceptions to feed into future comms and campaigns
• The research needed to be conducted in key European markets

The Pieces

• Our key focus was quantitative research: we conducted 300 online interviews in each of Germany, France, the Netherlands and UK
• We over indexed on start-ups – so that our client gained a good understanding of client needs and issues at this critical time in a businesses lifecycle
• We also conducted 12 depth interviews in each market – to help bring the quant to life

The Picture

• The research helped build a much greater understanding of the SME experience of business in general and CRM in particular
• It has fed directly into Salesforce marketing and comms planning
• It has also been used to produced a separate White Paper in each market – helping to cement Salesforce’s credentials (and it’s brand positioning) in regards to SMEs and their business needs