2024 State of CRM: Key Insights for Companies Investing in CRMs

© 2023 SugarCRM Inc. All rights reserved. Christian Wettre SVP & GM, Sugar Platform SugarCRM [email protected] Presenters 3 Clare Dorrian CMO SugarCRM [email protected] Sarah Friedlander G. Sr. Director, Brand & Content SugarCRM [email protected]

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© 2023 SugarCRM Inc. All rights reserved. Agenda • SugarCRM’s 2024 State of CRM Report • Use CRM as a Centralized Hub • CRM Can Run Your Organization • Easy to Integrate, Easy to Adopt • Leverage Analytics and AI • Key Takeaways • Q&A 5 5

© 2023 SugarCRM Inc. All rights reserved. Use CRM as a Centralized Hub 6

© 2023 SugarCRM Inc. All rights reserved. © 2023 SugarCRM Inc. All rights reserved. KEY INSIGHTS FROM OUR CRM REPORT CRM Is Your Hub for Building Better Customer Relationships 60% Use CRM as a centralized communication hub for nurturing leads or customers as their top priority Indicate getting a view of customer interactions as the top priority for maximizing CRM over the next five years Cite customer service and upsell/cross-sell opportunities as the part of the buyer journey they focus on most 7 © 2023 SugarCRM Inc. All rights reserved.

© 2023 SugarCRM Inc. All rights reserved. Sell smarter and more efficiently with a CRM platform shared by Marketing, Sales and Service teams with common customer insights, business processes, and engagement Seek to bring transactional information such as ERP into CRM to bring more details to the customer 360 and to understand the customer better and uncover opportunities Make Your CRM a Centralized Hub and Single Source of Truth 8

© 2023 SugarCRM Inc. All rights reserved. One-Click 360-Degree View of Customer 9

© 2023 SugarCRM Inc. All rights reserved. 10 Integrated Analysis of ERP Information

© 2023 SugarCRM Inc. All rights reserved. CRM Can Run Your Organization 11

© 2023 SugarCRM Inc. All rights reserved. 43% To Forecast and Drive Pipeline Visibility 41% To Prioritize and Manage Lead Flow © 2023 SugarCRM Inc. All rights reserved. KEY INSIGHTS FROM OUR CRM REPORT Demand More From Your CRM The most important CRM-based activities for organizations: 12 © 2023 SugarCRM Inc. All rights reserved.

© 2023 SugarCRM Inc. All rights reserved. Use enhanced forecasting tools to: • Examine pipeline aging • Movement in and out of the pipeline • See what’s likely to close • Understand opportunities that need attention • Analyze month-over- month or year-over-year sales metrics Let the CRM Platform do the Work 14 CRM is increasingly used as an intelligent tool to accurately predict future sales activity and gain key insights on prospects and existing customers

© 2023 SugarCRM Inc. All rights reserved. 16 Sugar Helps You Improve Forecasting Processes

© 2023 SugarCRM Inc. All rights reserved. 17 Sugar Helps You Focus on the Right Leads

© 2023 SugarCRM Inc. All rights reserved. Easy to Integrate, Easy to Adopt 18

© 2023 SugarCRM Inc. All rights reserved. © 2023 SugarCRM Inc. All rights reserved. KEY INSIGHTS FROM OUR CRM REPORT CRM Needs to Be Easier, More Configurable, and More Accessible The most prominent CRM challenges faced: 19 © 2023 SugarCRM Inc. All rights reserved. 41% Technology Integration 37% Internal Knowledge and Skills

© 2023 SugarCRM Inc. All rights reserved. • Users should ‘get more than they give’ • MA, ERP and revenue related accounting data are the most common integration targets • Seek CRM where you can integrate at lower implementation and maintenance risk • Seek CRM with vibrant marketplaces for specialized functionality Increase CRM Adoption with Customizable, User-Friendly Options 20 • Make it intuitive • Make it quick • Make it fun

© 2023 SugarCRM Inc. All rights reserved. ERP Integration Reference Model Lowers Cost 21 Accounts Customer Contacts Contacts Quotes Quotes Quote Line Items Quote Line Items Orders Orders Order Line Items Order Line Items Invoices Invoices Product Catalog Price List

© 2023 SugarCRM Inc. All rights reserved. 22 ERP information transformed to sales objectives ERP Integration with Purpose: Revenue

© 2023 SugarCRM Inc. All rights reserved. 23 Drag-and-Drop Tiles Improves User Adoption Tile views are intuitive, effective, and fun

© 2023 SugarCRM Inc. All rights reserved. Apps and Add-Ons for Buyer Business Needs 24 Marketing Partner Add-Ons ERP Customer Service Sales Productivity Extensive Marketplace with 250+ Add-Ons

Engage, Learn, Explore in the Community sugarclub.sugarcrm.com

© 2023 SugarCRM Inc. All rights reserved. Leverage Analytics and AI 26

© 2023 SugarCRM Inc. All rights reserved. © 2023 SugarCRM Inc. All rights reserved. KEY INSIGHTS FROM OUR CRM REPORT Analytics & Predictive AI Can Help Maximize CRM Value The second most popular technology to integrate with CRM today is: MEASUREMENT DASHBOARDS behind only marketing automation Will turn to AI to maximize the value of their CRM platform over the next five years 80% 27 © 2023 SugarCRM Inc. All rights reserved.

© 2023 SugarCRM Inc. All rights reserved. • Seek AI capabilities that are pre-packaged with all the challenging AI modeling and pre- baked AI questions solved for you • Leverage generative AI to create more personalized and impactful customer engagement, campaigns, and programs • Supercharge your analytics to help turn data into insights, and insights into better customer experiences Be Sure AI and Advanced Analytics Are Embedded in Your CRM Strategy 28

© 2023 SugarCRM Inc. All rights reserved. 29 Filter Entire Analytical Dashboards

© 2023 SugarCRM Inc. All rights reserved. Automate, accelerate, and optimize marketing, sales, and service Find answers & recommendations Compose personalized sales & marketing content Create ad-hoc reports & workflows Summarize customer data & intel Coming Soon: Generative AI 30

© 2023 SugarCRM Inc. All rights reserved. 3 Key Takeaways 31

© 2023 SugarCRM Inc. All rights reserved. 3 Key Takeaways 32 #2 – Drive for Better Automation, Smarter Insights, Easier Interfaces #1 – Fundamentals Still Matter #3 – Sugar Hears You

© 2023 SugarCRM Inc. All rights reserved. Want to Learn More? 33 Download the full report: sugarcrm.com/report Get in touch with us: sugarcrm.com/contact Work with our global partners: sugarcrm.com/partners 1 2 2

© 2023 SugarCRM Inc. All rights reserved. Q&A 35

© 2023 SugarCRM Inc. All rights reserved. Thank You! 36