Skip to main content

SugarCRM Analyst Summit 2022: Bring Out Your Customers!

 The world is getting back to normal, which means two things: Vendors are shifting back to in-the-flesh conferences, and I’m writing again. The convergence of these two facts leads to me cranking out a short blog about SugarCRM’s Analyst Summit, held Nov. 10 in Santa Cruz, CA.


The real highlight of the event for me was speaking to Sugar’s customers, a healthy handful of whom were in attendance. This is a change from my usual experience, where I’m more absorbed in what the host company is doing in terms of strategy and/or product. These customers—I interviewed executives from an air travel contractor, a for-profit shoe charity, and a surgical instrument sterilizer, among others—were the stars of this show. It was a refreshing experience.
SugarCRM's leadership answering questions at the summit's conclusion

Feel the Message

The expected updates to Sugar’s product road map were there, along with some healthy discussion of messaging. As always, I appreciate Sugar's leadership team and its willingness to listen to feedback on how the company presents itself and adjust accordingly, or at least tell us why they will keep what they have. But the real message for me was those customers and their relationships with Sugar. Most of the time, there’s a certain sameness about the reference customers vendors trot out at events like this; they’re either recognizable brands or have easily explained businesses, they have a typical application and employee environment, and the ROI story is A-B-C. Vendors want you to understand why their customers chose them, and sometimes a challenging story can delay that understanding.

Truthful Tales, Timely Told

SugarCRM’s spotlight customers for this summit brought their passion for their work with them, and their appreciation for Sugar as well. Each one left me feeling that, not only was SugarCRM the right choice for them, but that no other vendor could have satisfied them. If there were parts of the business where they’d never consider switching to Sugar products, they said so clearly and explained why, but we never lost the sense that Sugar was a partner and a permanent addition to their tech environment. Hearing about how easy it was for the fundraising organization to add new fields or modules to the system on the fly, with just a few minutes of downtime to put it in place, told me that Sugar’s core competency—highly adaptible and customizable software—was alive and well. Same for the aviation services company and its ability to identify new opportunities in a very low-volume business, or the surgical equipment sterilizer’s balance of field service and freight-shipped repair jobs, despite Sugar not being especially well-known for field service. (Not to say Sugar lacks it, they’re just not the obvious standout.)

New technology, and new ways of presenting and using it, will always be important in enterprise software. Analysts are not going to get tired of hearing about it. But it’s the stories behind the tech that sell it, and that sell us on why one vendor’s got momentum where a similar one doesn’t. While I don't completely agree with Sugar CPO Zac Sprackett that CRM is "storytelling at scale," he's definitely onto something. Bring the best stories, the customers that we couldn’t imagine using somebody else’s product, and let them tell us why.


Comments

Last Year's Top 5 Popular Posts

SAP CRM and SAP Jam - News from CRM evolution

During CRM Evolution 2017 I had the chance of talking with Volker Hildebrand and Anthony Leaper from SAP. Volker is SAP’s Global Vice President SAP Hybris and Anthony is Senior Vice President and Sales GM - Enterprise Social Software at SAP. Topics that we covered were things CRM and collaboration, how and where SAP’s solutions are moving and, of course, the impact that the recent reshuffling in the executive board has. Starting with the latter, there is common agreement, that if at all it is positive as likely to streamline reporting lines and hence decision processes. First things first – after all I am a CRM guy. Having the distinct impression that the SAP Hybris set of solutions is going a good way I was most interested in learning from Volker about how there is going to be a CRM for S4/HANA. SAP’s new generation ERP system is growing at a good clip, and according to the Q1/2017 earnings call, now has 5,800 customers with 400 new customers in the last quarter alone. Many...

How to play the long game Zoho style

The news On February 7 and 8 2024, Zoho held its annual ZohoDay conference, along with a pre-conference get together and an optional visit to SpacX’s not-too-far-away Starbase. Our guide, who went by Chief, and is probably best described as a SpaceX-paparazzi was full of facts and anecdotes, which made the visit very interesting although we couldn’t enter Starbase itself. The event was jam-packed with 125 analysts, 17 customer speakers, and of course Zoho staff for us analysts to talk to. This was a chance we took up eagerly. This time, the event took place in MacAllen, TX, instead of Austin, TX. The reason behind this is once more Zoho’s ruralization strategy, transnational localism.  Which gives also one of the main themes of the event. It was more about understanding Zoho than about individual products, although Zoho disclosed some roadmaps. More about understanding Zoho in a second.  The second main theme was customer success and testimonials. Instead of bombarding us with...

SaaS or the Rise of the Undead

SaaS is dead! It will be replaced by agentic systems that replace coded business logic by AI agents that autonomously interact to bring said business logic to life, just smarter. Satya Nadella said it - or at least something in these lines, if I believe all the pundits around. His words lit up the Internet. And Satya Nadella being the CEO of a 3 trillion dollar company is the ultimate fount of truth and wisdom, when it comes to business applications. Is he not? So, what should we take from his statements? After all, the words of the CEO of one of the top 3 valuable companies on this Earth carry some weight. Let me start straight.  I call BS! SaaS, first of all, is a delivery model of logic that also had some implications on vendors‘ business models and their approaches to pricing. For a variety of good and not so good reasons this delivery model succeeded vs. the prevalent model of on-premises software. Some of the more important reasons have been “no lock in by vendors”, “only pay...

Sweet Transformation: Inside SugarCRM’s New Direction

Fresh from the 2025 SugarCRM Analyst Summit, waiting for my plane home, it is time to sort my thoughts. From Monday, 1/27 evening to Wednesday 1/29 in the morning we had some time jam packed with information and good conversations with SugarCRM execs, customers, and in between analysts. The main summit started with a bang, namely the announcement that industry icon Bob Stutz joins the SugarCRM board of directors , which is something that few of us, if any, had foreseen. This is exciting news.  With David Roberts , who succeeded Craig Charlton in September 2024, SugarCRM itself has a new CEO with a long time CRM pedigree.  As with every leadership change, this promises some change. Every new CEO evaluates what they see vs. where they want their company to go and then, together with the team, establishes and executes a plan to get there. Usually, this involves some change in the structure of the executive leadership team, too.  This is what happened and happens with SugarCR...

Zoho - A True Unicorn

End of January Zoho held its 2020 Zoho Days, an analyst summit, which I was happy to attend, along with more than 60 colleagues, as the only analyst from Germany, as it seems. Sadly, it took me quite a while to complete this – Zoho deserves a faster commentare. But hey, let’s look forward and get rolling. Zoho is a privately owned enterprise software company that has quietly evolved from a small software company in 1996 to an ambitious global player that serves the SMB- and enterprise CRM market with cloud applications. The company has a set of 45+ business apps with more than 50 million users, 10 data centres and counting, and is available in 180 countries. The company is profitable and maintained a CAGR of more than 30 percent over the past five years. But why quietly? Because Zoho managed its growth pretty unusually (almost) fully organically with only very minor acquisitions. Crunchbase lists one. Following this unique approach, which defies the tradit...