World-wide partnership unites leading CRM software solutions

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SAS Institute, a leading vendor of analytical CRM, has announced a global partnership with Intrinsic, which sells enterprise marketing automation solutions.

SAS is taking a £4 million stake in Intrinsic, and will sell Intrinsic-branded products world-wide. Intrinsic is setting up offices in the US and Asia-Pacific region to support anticipated sales.

SAS’ analytical CRM solutions help identify which customers to target, while Intrinsic’s enterprise marketing automation solutions help execute the campaign itself.

The companies’ development teams will provide one single customer database to manage marketing campaigns. For these companies which maintain separate customer databases for analysis and campaign execution, SAS/Intrinsic says its solution will reduce set-up and maintenance costs.

According to Adrian Reynolds, SAS Institute, “This is the only solution that enables companies to place the customer at the centre of the entire campaign cycle from planning, through targeting and execution and ROI analysis. Centering these activities around one consistent customer database enables organisations to integrate the work of the marketing department with other CRM activities.”

Jim Goodnight, president of SAS Institute, said, “In today’s business environment, companies need to act immediately on the customer intelligence they derive from analytical CRM or the value of that intelligence will be lost. This partnership between SAS and Intrinsic will enable our joint customers to execute their CRM strategies more effectively and without having to worry about time-consuming product integration.”

“Customer analysis is about improving the effectiveness of relationships by understanding customer behaviour and value,” said Gareth Herschel, leading analyst for database marketing with Gartner. “Campaign management is increasingly about translating business strategies for managing the customer relationship into cross-function rules for optimising the customer relationship during each interaction.

“Partnerships such as this between leading customer analysis and relationship optimisation vendors offer customers easier implementation of compelling business strategies by making it easier for companies pursuing CRM strategies to both know their customers, and to act on that knowledge before it becomes obsolete,” Gartner concluded.

Commenting on the agreement, John O’Donnell, database division director of Xelector, the first pan-European on-line marketplace from branded financial services, said, “Fantastic news on an excellent combination. As a joint customer of both companies we believe that this agreement between two leaders in their respective fields of analytical CRM and marketing automation will be of great benefit to organisations looking for a one stop end-to-end marketing campaign management solution.”

Intrinsic is an Enterprise Marketing Automation specialist which helps companies to enhance their relationships with their customers through improved co-ordination and targeting of in- and out-bound marketing communications over multiple channels such as call centres, email and direct mail. The company was founded in 1993.

Founded in 1976, SAS markets packaged business solutions for vertical industry and departmental applications, as well as an integrated suite of software tools and consulting services. SAS software and services are used at more than 33,000 business, government and university sites in 115 countries. SAS Institute’s 1999 revenues topped $1 billion.

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