The engagement
Sales organizations invest heavily in tools intended to improve efficiency, but the value and adoption of those tools vary. SugarCRM wanted independent evidence about technology spending, productivity and the role of customer relationship management within the modern sales stack.
The research approach
Respondents were employed full time, worked in sales or business development and held a director-level or more senior role. The sample was evenly divided between the United States and United Kingdom, allowing SugarCRM to compare two important business markets.
From findings to impact
SugarCRM used the findings in its SalesTech Report and in separate announcements built around different aspects of the research. The research generated coverage in enterprise-technology and customer-experience publications, demonstrating how one questionnaire can support several distinct angles.
Highlighted result
400 senior sales and business-development professionals across two markets produced multiple sales-technology stories.
Methodology
CITE Research conducted the survey on behalf of SugarCRM among 400 business professionals—200 in the United States and 200 in the United Kingdom. Participants worked full time in sales or business development, held a director-level or more senior position and worked at companies with at least 100 employees.
Relevant services
- B2B Market Research
- Buyer & Audience Research
- PR Survey Research