MEDIA WATCH: Siebel's CRM launch overcomes barriers

When Siebel entered the hosted CRM space with its Siebel OnDemand initiative and the acquisition of hosted CRM vendor UpShot, Salesforce.com was quick to take advantage of market skepticism to launch an aggressive de-positioning campaign to cast doubt on Siebel's prospects in the market. A game of cat-and-mouse messaging ensued that garnered mindshare for Salesforce but failed to impede the Siebel juggernaut, underscored by the company's better-than-expected Q4 results.

When Siebel entered the hosted CRM space with its Siebel OnDemand initiative and the acquisition of hosted CRM vendor UpShot, Salesforce.com was quick to take advantage of market skepticism to launch an aggressive de-positioning campaign to cast doubt on Siebel's prospects in the market. A game of cat-and-mouse messaging ensued that garnered mindshare for Salesforce but failed to impede the Siebel juggernaut, underscored by the company's better-than-expected Q4 results.

Most frequent messages: 1. Siebel was complacent and had to buy the right technology 2. The client/server model for CRM is on its way out 3. Siebel dominated multiple markets through strategic acquisitions 4. Siebel has the ability to "out-integrate" anyone 5. Siebel plans to launch a large marketing campaign

Based on 30 articles appearing in the trade press from October 3 - November 11, 2003. Evaluation and analysis by Biz360.

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