FrontRange targets smaller CRM wins

FrontRange targets smaller CRM wins

With so many customer relationship management (CRM) vendors doing it tough across the globe, US-based FrontRange Solutions is talking up the SMB market and distributed enterprises as a potential saviour.

FrontRange CEO, Michael McCloskey, bemoaned large-scale implementations recently when he visited Australia to promote the company's new approach.

"Enterprise CRM suites take 6-12 months to deliver, require too many IT staff to maintain and are too heavy for today's market," he said.

FrontRange strategic alliance partner manager, Richard Dufty, said the enterprise market had also been burned by a series of CRM failures in 2003. The vendor was now looking to enterprises seeking divisional CRM deployments, as well as 250-seat SMBs, for new opportunities. To drive this new approach home, FrontRange is promoting speedy implementation times and a new pick-and-choose modular-based suite.

The company hopes to launch up to 50 new modules that build on its Heat and Goldmine flagships across five different product sets in the next 18 months.

Like the US and South Africa, Australia presented a mature market which was of increasing importance to FrontRange, McCloskey said. In 2003, Australia accounted for about 7 per cent of FrontRange's global sales but this is expected to double by the end of next year, he said.

To achieve growth the company would build its channel, which had secured 65 per cent of its sales in 2003. FrontRange would look to maintain 15 partners - three for each of its five product sets, Dufty said. FrontRange still works direct on high-end sales.

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