Key Takeaways

• Securing IT infrastructure is recognized as a best practice because it ensures that all CRM communication is encrypted and that the devices accessing the system are secure.
• Training employees on data management is considered a best practice because it prevents them from carelessly sharing information such as passwords and documents and helps them to be aware of phishing attacks.
• Conducting regular updates and patches has been proven to be a best practice because software vulnerabilities are rectified and any anomalies or technical hitches that could potentially jeopardize the system's security are addressed.

Introduction

Secure IT Infrastructure

• Securing the infrastructure for cloud-based and on premise CRM systems is important when it comes to transmitting sensitive data.
• For on premise CRM systems, it is important to ensure that the IT infrastructure hosting data is secure. This includes physical devices such as laptops, servers, databases, and employee-owned devices.
• Securing the IT infrastructure for on premise CRM systems includes taking measures such as installing antivirus software on devices used by employees, using encryption to ensure that communication between servers is secure, installing virtual private networks to provide an extra layer of security, and enforcing data access authorization by using secure physical devices or through high-security keys.
• Data encryption ensures that confidential customer data including financial data and contact information is secure.
•  Alarm systems should be put in place to alert the IT team about any data breaches.
• In addition, regular audits are recommended to identify cyber threats on CRM systems.
• Securing IT infrastructure is considered a best practice because it ensures that all communication is encrypted and that the devices accessing the system are secure.
• According to Avani Desai, the CEO of Schellman, “In possession of sensitive customer information and records, companies can install sound alarm systems which can detect data breaches and take immediate counter measures, including those which can help in shutting down the breach immediately.”

 

Source

Data Management Training

• The teams and departments handling the CRM should go through data management training.
• The relevant departments should be trained on ways of using and migrating data to avoid any vulnerabilities.
• In addition, authorization levels should be put in place where only specific team members are allowed to access CRM data based on their roles. Minimizing the number of people accessing the system makes it less vulnerable.
• Training ensures that employees are knowledgeable about the potential risks and threats associated with the CRM system.
• Aspects that should be addressed during training include malware, phishing scams, and login and password security.
• Regular training sessions should be conducted to prevent data breaches.
• Training employees on data management is considered a best practice because it prevents them from carelessly sharing information such as passwords and documents and helps them to be aware of phishing attacks.
• According to Will Gordon, the Director of Marketing at Nutshell, “Train all relevant team members on proper procedures for using and migrating data to make sure they don’t do anything that leaves your data vulnerable to a breach.”

Regular Updates and Patches

• The continual installation of updates and patches is a critical component in preserving the security of a Customer Relationship Management (CRM) system.
• Consistent updates also contribute to the optimal performance of the system, thereby mitigating the likelihood of system failures or periods of inactivity.
• Maintaining the security and functionality of your CRM system necessitates a diligent approach to updates and patches provided by the CRM vendor. Regularly monitoring for these updates and promptly installing them is of paramount importance.
• Equally critical is the tracking of these updates and patches, ensuring their correct installation and verifying their compatibility with other software utilized within the organization. Beyond the installation process, it is imperative to conduct thorough testing of these updates and patches prior to their integration into the system. This testing should ideally be conducted within a separate environment to preemptively identify and mitigate any potential adverse effects.
• Regular updates and patches are considered a best practice because they rectify software vulnerabilities and rectify any anomalies or technical hitches that could potentially jeopardize the system's security.
• Industry Experts/Thought Leaders: According to Hanson Cheng, the founder of LinkJuice Agency, “With regular updates and patches, organizations can rest easy knowing their CRM system is secure and customers’ data is protected.”

Data Backup and Recovery

• Within the context of any enterprise, the cornerstone of Customer Relationship Management (CRM) security lies in the robustness of its backup and recovery strategy. This strategy encompasses a comprehensive suite of protocols and safeguards designed to fortify the integrity of data and applications within the CRM system. It ensures their swift restoration to functional status in the event of a catastrophic incident.
• Factors such as human error, system malfunctions, or external cyber threats can precipitate data loss or system unavailability, thereby posing substantial disruptions to business continuity. Consequently, the presence of a meticulously crafted backup and recovery strategy is of paramount importance to mitigate the repercussions of such occurrences.
• A backup strategy involves the duplication of CRM data, encompassing vital data types such as customer details, sales metrics, and client interactions. These duplicates should be securely housed in a location that is typically remote, to guarantee their immunity from any incident or malfunction that precipitated the initial data loss. It is imperative that these backups are refreshed consistently to ensure they encapsulate the most recent data.
• Depending on the frequency of data modifications and the capacity of the backup storage, organizations have the discretion to opt for either comprehensive or incremental backups.
• In contrast, the process of recovery entails the reinstatement of misplaced or compromised data back into the Customer Relationship Management (CRM) system. The recovery blueprint delineates the procedures that the Information Technology (IT) team must execute to retrieve the lost data. This includes pinpointing the origin of the incident, accessing the backup data, and reintegrating the data into the impacted systems.
• The recovery blueprint should also incorporate the Recovery Time Objective (RTO) and the Recovery Point Objective (RPO). These represent the duration required to restore the system to regular operations and the maximum tolerable data loss in terms of time, respectively.
• Having a robust backup and recovery strategy is considered best practice because it safeguards the CRM system, which ensures continuous and efficient service delivery.
• According to Ivan Karp, the CEO of TruJay, “In case there’s a problem with your system, you should have a well-guarded backup of all your client data. If you are careful to find a secure fail-safe, you will protect your clients and your business.”

 

Source

Research Strategy

Introduction

Automotive Industry

• The automotive industry encompasses companies involved in the design, manufacturing, marketing, and selling of motor vehicles. It is one of the world's most significant economic sectors by revenue, contributing significantly to the global economy. Automotive is under the heavy industry and may cover subindustries like auto insurance, manufacturing, electronics, and chemicals.
• Global motor vehicle production is expected to increase from 96 million units in 2021 to 104 million units by 2026. For the global automotive operating system market, growth is expected to surge at a 9.1% CAGR to reach $22.5 billion by 2029.
• The industry is undergoing a significant transformation, driven by technological advancements, changing consumer preferences, and ESG considerations. The rise of electric vehicles (EVs), autonomous vehicles, and digitalization are key trends shaping the industry.

 

Source

Historical Context

• The automotive industry has a rich history, dating back to the late 19th century. The industry’s origin dates back to 1886 with Gottlieb Daimler’s inaugural motor carriage and Carl Benz’s tri-wheeled vehicle. The industry has now evolved from the era of the Ford Model T, which revolutionized mass production, to the current era of digital and electric vehicles.
• By keeping production costs low, Ford made car ownership accessible to the masses. His assembly line set the standard for the industry until a new wave of change emerged from Japan when Toyota introduced “just in time,” or JIT, to the world in the 1970s.
• Since then, the industry has experienced various cycles of growth and decline, influenced by factors such as economic conditions, oil prices, and technological advancements. In recent decades, the industry has seen a shift from traditional internal combustion engine (ICE) vehicles to more environmentally friendly alternatives, driven by environmental concerns and regulatory pressures.
• The automotive industry has been shaped by globalization, with production and markets spread across different regions. Asia, particularly China, is a dominant player in the industry (including the luxury market), contributing to both production and consumption. Additionally, the industry is also characterized by a complex supply chain, involving various components and parts manufacturers, assemblers, and dealerships. The supply chain has been under strain due to recent challenges such as the global chip shortage.

 

Source

 

Products of the Automotive Industry

• Major segments of the automotive industry's products include Light vehicles, Trucks and buses, Construction and agriculture, Electric cars and plug-in hybrids, and Autonomous vehicles. These vehicles can be powered by different types of engines, including internal combustion engines, hybrid engines, and electric engines. Examples may include passenger vehicles, including cars, SUVs, and light trucks, commercial vehicles, such as trucks and buses, and specialty vehicles, such as agricultural and construction equipment.
• Additionally, the industry's value chain can be grouped into Inbound logistics, Design and Manufacture, Engineering, Quality and warranty, Connected vehicles services, Marketing and sales, and Service.
• Furthermore, the industry also produces various components and parts used in the manufacturing of vehicles. This includes engines, transmissions, motors, brake systems, in-vehicle infotainment, car care products, fluid transfer system, and more.
• With the rise of electric and autonomous vehicles, the industry is also increasingly involved in the production of software and advanced technologies. This includes software for vehicle control systems, autonomous driving systems, and infotainment systems. For instance, the global automotive operating system market, growth is expected to surge at a 9.1% CAGR to reach $22.5 billion by 2029.
• The industry also offers various services related to vehicles, including maintenance and repair services, financing services, and more. For instance, in 2021, the global market for automotive repair and maintenance services was valued at US$ 536.5 million. The market is projected to reach US$ 931.7 million by 2030, expanding at a compound annual growth rate (CAGR) of 6.1% from 2022 to 2030.

Challenge 1: Cybersecurity Threats

• Description: The automotive industry is known for its ever-changing innovation and continuous disruptions. In recent times, these transformations have materialized through rapid digitization, advanced connectivity, and the expanding infrastructure for Electric Vehicles (EVs). These shifts have effectively redirected the automotive industry, surpassing customer expectations regarding the capabilities of vehicles. However, they have also brought forth significant cybersecurity concerns.
• As the automotive sector undergoes increased connectivity and digitalization, leading to the emergence of new revenue streams, the landscape of potential cyber threats is evolving beyond conventional stakeholders. The automotive industry is facing increasing cybersecurity threats due to its rapid digitization and connectivity. These threats can compromise personal data, vehicle functionality, and even public safety.

Explanation of Impact

• The 2023 Global Automotive Cybersecurity Report shows that new attacks are on the rise, attacks are becoming more sophisticated, and cybercrimes have profound ramifications on the industry. Negative consequences manifest in the form of data and privacy breaches, financial and reputational impact, and vehicle thefts and break-ins.
• Almost all attacks (97%) in the automotive industry are executed remotely. Furthermore, a significant portion of these remote attacks (70%) occur at long range, meaning they are not conducted in proximity to the targeted vehicle. These long-range attacks heavily rely on network connectivity to exploit vulnerabilities and compromise the security of the vehicle system.
• As per the report's findings, the leading cyberattack vectors in 2022 encompassed various areas within the automotive industry. Telematics and application servers accounted for the highest percentage of attacks at 35%. Remote keyless entry systems followed at 18%, while electronic control units (ECUs) constituted 14% of the attack vectors. Automotive and smart mobility APIs represented 12% of the attacks, while infotainment systems were targeted in 8% of the cases. Mobile applications and electric vehicle (EV) charging infrastructure were identified as attack vectors, accounting for 6% and 4% respectively.
• Most of the attacks are aimed at vectors like vehicle subscription services, EV charging networks and infrastructure, Fleet management, New insurance models, and Smart mobility APIs (automotive API attacks increased by 380% in 2022).

Measures Being Adopted

• Amid the persistent cybersecurity concerns faced by the automotive industry, notable efforts are being made to enhance resilience. Stakeholders are actively embracing security software, bolstering their auditing capabilities, and leveraging emerging regulations to fortify their ability to adapt to evolving threats and safeguard their users and data. More importantly, the report highlights that the year 2023 will witness intensified collaboration within the automotive ecosystem, fostering comprehensive protective measures that span the entire industry.
• For example, in February 2023, Green Hills Software formed a collaborative partnership with Lattice Semiconductor, a prominent player in low-power programmable solutions. This strategic alliance aims to empower Green Hills Software in delivering reliable and protected solutions tailored for embedded applications in the Industrial and Automotive sectors. By combining their expertise, the two companies are poised to offer advanced solutions that prioritize safety and security in these critical domains.
• Additionally, Wind River forged a partnership with GuardKnox, a leading provider of automotive cybersecurity software. This collaboration sought to empower automakers by offering them flexible and cost-effective solutions that reduce complexities and accelerate the time-to-market for new automotive applications and features. By combining their respective strengths, Wind River and GuardKnox aimed to provide automakers with robust cybersecurity solutions that enable seamless integration of advanced functionalities, ultimately enhancing the overall efficiency and competitiveness of the automotive industry.
• In January 2023, NVIDIA and Hon Hai Technology Group (Foxconn) entered into a strategic agreement, leveraging the strengths of both companies in technology manufacturing. This collaboration aims to facilitate the joint development of an automated and autonomous vehicle platform that incorporates intelligent driving solutions. By combining their expertise, NVIDIA and Hon Hai Technology Group intend to create an innovative platform that empowers the automotive industry with advanced capabilities in automation and autonomy, paving the way for intelligent and efficient driving experiences.
• In the space of product launches, NVIDIA introduced DRIVE Thor and its cutting-edge AI-enabled processor, NVIDIA DRIVE Atlan in 2022 and 2021, respectively. The NVIDIA DRIVE Atlan seamlessly integrates artificial intelligence and software, incorporating significant enhancements in networking, computing, and security to deliver unparalleled levels of performance and security for the future of autonomous driving.

 

Source

 

Challenge 2: Supply Chain Disruptions

• Description: The primary hurdle confronting global supply chains today is the presence of instability. The automotive industry is grappling with instability, with concerns about inflation, labor, and volumes persisting in 2023. These ongoing issues require careful management and strategic planning to navigate the complexities of the automotive supply chain.
• The transition towards electric vehicles (EVs) has led to a surge in demand for specific components like batteries and semiconductors, which are currently facing shortages. However, this rapid shift is confronted by various challenges, including the increasing cost of raw materials, limited availability, and a lack of preparedness within the automotive supply base and supporting industries.
• Recent disruptions have resulted in significant delays in the delivery of essential components, most notably microchips, leading to price surges caused by high demand and limited supply. The automotive industry serves as a prime example of a sector that has been heavily affected by these challenges within its supply chain.
• The automotive industry has been grappling with significant supply chain disruptions, exacerbated by the global chip shortage. This has led to production delays and increased costs. The industry's complex and global supply chain is vulnerable to various risks, including geopolitical tensions, trade restrictions, and natural disasters. These can disrupt the supply of critical components and parts.

Explanation of Impact

• Automotive supply chains consist of a complex network of suppliers, manufacturers, distributors, and service providers, spanning different regions worldwide. It is worth noting that a standard motor vehicle comprises a substantial number of component parts, ranging from 15,000 to 25,000. Bringing together such a vast array of materials and ensuring their integrity throughout the supply chain is a critical task for achieving a high-quality final product. The coordination and management of these numerous components across various tiers of the supply chain is vital to maintaining efficiency and ensuring the successful production of automobiles.
• Suppliers are facing challenges due to rising material prices and labor costs, leading to reduced earnings. High turnover rates and fluctuating production schedules have resulted in decreased efficiency, while unpredictable demand from OEMs and the expansion of electric vehicle platforms further strain the limited talent pool and supplier capacity. These ongoing issues require careful management and strategic planning to navigate the complexities of the automotive supply chain.
• The shift towards electric vehicles (EVs) is also putting pressure on the supply chain, as it requires new materials and components. The demand for these resources is outpacing supply, leading to further disruptions.
• The supply chain disruptions are impacting the industry's ability to meet customer demand, leading to longer wait times and higher prices for vehicles. This can affect customer satisfaction and loyalty. These ongoing issues require careful management and strategic planning to navigate the complexities of the automotive supply chain.

 

Source

Measures Being Adopted

• "Realizing that their supply chains cannot be made totally immune to disruptions, a number of automakers have adopted a number of strategies to protect their businesses. They include: delivering a “good enough” product to consumers, developing better systems for monitoring the supply chain nodes that matter most, resisting the urge to centralize decision-making for supply chain issues, identifying pragmatic ways to ensure supplies of crucial resources, and turning scarcity into a virtue by turning the inventory problem into a business opportunity," according to Darrell Rigby, Hernan Saenz, and Peter Guarraia in their article on "5 Lessons from Automakers on Navigating Supply Chain Disruptions."
• According to Supply Chain Brain, American manufacturers are resorting to reshoring their production activities to the United States as a strategic measure to mitigate their reliance on global supply chains, which have demonstrated vulnerability to disruptions caused by factors such as the pandemic and geopolitical tensions.
• According to the Kearney 2021 Reshoring Index, a significant number of American companies operating in China have already repatriated some production to the U.S., while others have outlined plans to do so within the next three years.
• General Motors, for instance, has announced a $7 billion investment in domestic battery cell production in four manufacturing sites located in Michigan, aligning with its objective of becoming the leading electric vehicle (EV) producer in North America. This represents the largest investment announcement in the history of General Motors. The plans include the establishment of a new Ultium Cells battery cell plant in Lansing and the conversion of GM's assembly plant in Orion Township, Michigan, enabling the production of the Chevrolet Silverado EV and the electric GMC Sierra.
• To help automotive companies deal with supply chain issues, Actify, Inc. specializes in assisting manufacturers in the development of highly intricate and cutting-edge products. The company is dedicated to providing innovative solutions that enhance the ability of automotive suppliers to effectively manage their automotive programs.

 

Source

 

Research Strategy

Key Takeaways

• Salesforce offers solutions for data transmission through CRM communications and its global revenue/income in the fiscal year 2023 amounted to about $31.4 billion in the fiscal year 2023, which was an 18% increase over the previous year.
• HubSpot is a company offering solutions for data transmission through CRM communications, and its global revenue in the fiscal year 2022 reached $1.7 billion.
• The revenue generated in fiscal year 2022 for SAP, a provider of solutions for data transmission via CRM communications, was around €30.871 billion.

Introduction

Companies Offering Data Transmission Solutions Via CRM Communications

1. Salesforce

• Salesforce operates as a public cloud-based software firm offering a variety of customer relationship management applications and software. The company permits its clients to transfer/transmit data through the Salesforce Data Migration solution, which is a CRM tool that allows businesses to divide technologies across departments regardless of their responsibilities.
• Founded on January 1, 1999, the company's founders are Halsey Minor, Marc Benioff, Max Comparetto, and Parker Harris. It is currently headquartered in San Francisco, California, United States, and has an employee count of around 79,390 individuals, with more than half (52%) of them being situated in the United States. [Page 12]
• The target market/audience for Salesforce Inc. is companies and organizations of all sizes operating in nearly every global industry. [Page 10] These include businesses in the automotive (OEMs, dealerships, mobility services), communications, consumer goods, education, energy and utilities (power and utilities, oil and gas), financial services (banking, insurance, wealth and asset management), government (federal civilian, state, county), healthcare and life sciences (providers, payers, pharma), manufacturing, media, nonprofit, retail, technology, and travel transportation and hospitality industries.
• As listed on its official company website, some of Salesforce's most well-known clients are Formula 1, Ford, the L'Oreal Groupe, Schneider Electric, Uber Eats, and Mercedes-Benz.
• According to its most recently published annual report, Salesforce's global revenue/income reached $31.4 billion in the fiscal year 2023, an 18% increase over the previous year. [Page 49] As of July 11, 2023, the market capitalization for Salesforce Inc. is approximately $215.42 billion, according to Yahoo Finance.
•  Here is a 56-second video advertisement from Salesforce titled "The March" featuring actor Matthew McConaughey, which was posted on November 23, 2022. Here is a customer testimonial on Salesforce's website from Heathrow Airport centered around how the company was able to increase its digital revenue by about 30% after partnering with Salesforce. Below is an example of a recent digital banner advertising Salesforce's CRM solutions.
•  
  Source
   
• Salesforce usually posts on its social media accounts once every one or two days on Facebook, Twitter, Instagram, YouTube, and LinkedIN. On most occasions, the company has uploaded multiple posts per day on both Twitter and LinkedIn. The company appears to be marketing themselves towards businesses and trailblazers, specifically business leaders and developers.
• In terms of engagement, the company normally uploads posts that speak directly to the target audience and contain links to resources, blog posts, product pages, etc. For example, in a recent post, the company uploaded a video to its social media accounts that explains ways in which businesses can establish trustworthy AI strategy through Salesforce in order to make customer relationship management, data, and artificial intelligence work together. It also uploads posts that highlighting trailblazers that have used Salesforce to drive growth and change at their company.

2. HubSpot

• HubSpot serves as a developer of inbound marketing software solutions that are cloud-based and designed to enable companies to modify how they market themselves online. HubSpot offers migration services (includes a four-step process) to help companies transfer/transmit their data through HubSpot CRM. It claims that it consistently provides aid to its customers in transferring their data from various CRM systems to the CRM system operated by HubSpot.
• The company was founded on April 4, 2005, in Delaware by Brian Halligan, Dharmesh Shah, and Evan DiLeo, and it is headquartered in Cambridge, Massachusetts, United States. It was originally a limited liability company before converting to a corporation in June 2007. As stated on its most recently published annual report, HubSpot has a full-time employee count of about 7,433. [Page 7]
• The stated target market/audience for HubSpot's solutions and services are companies that are defined as mid-market business-to-business companies. HubSpot states that this would include businesses that employ between 2 and 2,000 people. [Page 7]
• On its official company website, HubSpot lists Door Dash, Reddit, Weight Watchers, tumblr, The Motley Fool, and Eventbrite as some of its most prominent clients.
• According to its most recently published annual report, HubSpot generated a total of approximately $1.7 billion in revenue in the fiscal year 2022, which was a 33% increase over the revenue reported for the previous year ($1.3 billion). [Page 47] The company has a market capitalization of around $26.815 billion, as highlighted by Yahoo Finance.
•  Here is a link to a visual creative ad from HubSpot to promote its new ChatSpot CRM solution that was posted on May 28, 2023. [Creative pictured below]
•  
  Source
   
•  Here is a link to a visual creative ad from HubSpot announcing the launch of its AI-powered Campaign Assistant. [Creative pictured below]
•  
  Source
   
• Typically, HubSpot posts every one or two days on its Facebook, Instagram, Twitter, and LinkedIn. On TikTok, the company posts every three to four days, while it posts on YouTube once each week. It seems that its posts are mainly targeted at both general consumers and businesses, as well as professionals.
• HubSpot engages with its target audience by asking them to use the comment section to respond to questions and polls that it has posted on its accounts. Also, the company posts video testimonials from its customers and links to blog posts discussing developments in the market to connect with its target audience.

3. Microsoft Dynamics 365

• Microsoft Dynamics 365 operates as a business application from the Microsoft Corporation that assists with customer relationship management and resource planning. The platform allows for the transfer of data to and from Dynamics CRM and Dynamics 365.
•  
  Source
   
• The Microsoft Corporation officially launched the application on November 1, 2016. It is currently headquartered in Redmond, Washington, United States. As mentioned on its Crunchbase profile, Microsoft Dynamics 365 has more than 10,000 employees.
• The target market/audience for Microsoft Dynamics 365 includes small and medium businesses, global enterprise divisions, and large organizations. Its customer base covers the manufacturing, financial services, healthcare, and retail industries.
• Some of Microstoft Dynamics 365's clients are Tillamook, Toyota, SHI Cryongenics Group, MVP Health Care, Hewlett Packard (HP), and Daimler Truck (North America), as listed on its official company website.
• Although the Microsoft Corporation does not provide the revenue or EBITDA figures for Microsoft Dynamics 365, it has stated that its revenue rose by 39% in fiscal year 2022. Furthermore, the Microsoft Corporation has proclaimed that its Microsoft Cloud segment, which includes Microsoft Dynamics 365, generated $91.2 billion in total revenue in fiscal year 2022. [Page 41] The overall market capitalization for the entire Microsoft Corporation is $2.472 trillion, as of July 11, 2023.
•  Here is a link to a video advertisement from ICrowdMarketing for Microsoft Dynamics 365's launch of its cloud-based reporting and analytics offering in Europe, Canada, and the United Kingdom. Here is a link to an ad announcing the launch of Microsoft Dynamics 365 Copilot that was published on March 6, 2023.
• Microsoft Dynamics 365 usually posts at least once per one or two days on its official Twitter and LinkedIn. The platform is less active on its YouTube account, where it typically posts once per week, although it recently uploaded its first post in nearly two months. Its Facebook account has been inactive since March 2, 2021.
• It appears that the target audience on social media for Microsoft Dynamics 365 is business leaders, industry experts/specialists, and a variety of industries. The company engages with its target audience by posting calls to action, informational content, links to industry-specific webinars.

4. Zoho CRM

• Zoho CRM acts as a customer relationship management software solution from Zoho that is capable of managing the sales, support, and marketing efforts of a company through a single system, containing features such as analytics, AI sales assistant, marketing automation, and sales pipeline management. The platform allows for the transfer/transmission of data across different modules and offers a step-by-step guideline on how to complete the process. Zwitch, Zoho's migration system, enables companies to transfer their existing sales data to Zoho CRM.
•  
  Source
   
• Headquartered in Austin, Texas, United States, the platform was first established in the year 2005 (although the Zoho company was founded in 1996), according to its LinkedIn profile. The overall Zoho company has over 12,000 employees worldwide.
• Zoho CRM has a vast target market/audience that includes B2B companies, B2C companies, small and medium businesses, and enterprises. Its platform is targeted at both large enterprises and startups, covering verticals such as real estate, legal, insurance, healthcare, restaurants, banking, media, tax, non-profits, freelancers, etc.
• Some of the most popular or renown clients of Zoho CRM that are mentioned on the company website include OLA, Suzuki, BOSE, Abu Dhabi Aviation, HotStar, and Purolite.
• Although Zoho is a private company that is not obligated to disclose its financial information to the public, the company recently announced that its overall revenue surpassed $1 billion in the fiscal year 2021 for the first time in its existence. According to Tracxn, Zoho has endured a single funding round (Series C), which occurred on April 24, 2000, in which it raised an undisclosed amount from six investors (Amerindo Investment Advisors, Octane Capital, SandHill.com, Garnet Capital, Bayview Asset Management, and Dell.
•  Here is an 18-second TV spot from Zoho CRM titled "Sensational Software" that was published on September 23, 2022. Here is a 16-second TV spot from the company titled "Crying", which was published on September 23, 2022, that also concerns its customer relationship management services.
• Zoho typically posts on its Facebook, Twitter, Instagram, and LinkedIn accounts every one to two days. The company is much less active on YouTube, where it posts once every week. It appears that the company is targeting businesses, developers, students, and customers with its posts on social media.
• Zoho engages with its target audience by providing videos of customer testimonials through direct interviews with leaders and developers at the companies that it is partnered with, an example of which can be found here. It also engages with its target audience by having its own employees present positive remarks on the company and its efforts, while also providing links to discussions, blog posts, articles, etc. that offer useful insights and guidance to businesses.

5. SAP

• SAP is a technology firm developing enterprise application software and next-generation customer relationship management solutions designed for emerging business models and facilitating the management of the complete customer experience. SAP enables companies to transfer/transmit data from non-SAP systems to SAP CRM using an external interface. It also facilitates the transfer/transmission of master data from SAP CRM through its migration solution, SAP TDMS.
• SAP was founded in the year 1972 as Systemanalyse Programmentwicklung, or System Analysis Program Development, as a five-person managed company. The founders of the original company are Andreas Neumeir, Hasso Plattner, Calus Wellenreuther, Hans-Werner Hector, Klaus Tschira, and Dietmar Hopp. It is headquartered in Walldorf, Baden-Wurttemberg, Germany, and Palo Alto, California, United States, and the company's global workforce amounts to over 100,000 employees.
• The target market/audience for SAP CRM are companies within the automotive, consumer products, high tech, industrial manufacturing, public sector, retail, telecommunications, travel, utilities, and wholesale distribution industries.
• Some of the most popular customers of the company's CRM platform that are listed on SAP's website are Ferrara, FC Bayern, Virgin Mega Store, Kodak, Nestle, and Carhartt.
• In fiscal year 2022, SAP generated approximately €30.871 billion (11% increase over 2021), with the cloud and software division accounting for €26.522 billion (10% increase over 2021) and the cloud segment contributing €12.556 billion (33% increase over 2021). As stated on Yahoo Finance, SAP's most recent EBITDA was $5.99 billion.
•  
  Source
   
•  Here is a link to a video advertisement for SAP Analytics Cloud that was published on June 20, 2023. Here is a link to a video advertisement surrounding one of the company's customer journeys that was published on February 1, 2023 (it is part of the #BetterTogetherStories marketing campaign).
• SAP usually posts on its official Facebook, Twitter, LinkedIn, and YouTube accounts once every two to three days. The company is slightly less active on its Instagram account, uploading posts once every four or five days over the past few months.
• The target audience for its social media posts appears to be businesses, industries, developers, and students. SAP engages with its target audience through social media by often posting about relevant free trials, calls to action, informational content, and details on courses that are directed at them.

Research Strategy: