Now that the Social CRM Magic Quadrant process is heating up again, and the acquisition machines are in gear (e.g., the recent purchase of Radian6 by Salesforce.com, and Kana’s recent acquisition of Overtone), you have to ask yourselves: what is up with the large software vendors in the Social CRM space?
The way I see it, Social CRM is too small and too much like hard work for any very large vendor. How big was a Radian6, anyway? One global ERP implementation for a Fortune100 manufacturer is a richer vein to mine than all of the combined revenue for Radian6, Jive and Lithium. And do we have empirical proof that supporting the latest way to go to market is a specialty of the large software houses?
We’ll know that Social CRM is leaving the innovation phase and entering the fast follower phase when the biggest software houses begin to buy. That will happen by the beginning of next year. It is easier to take your maintenance check than it is to innovate on your behalf, unless you balk at re-newing. I guess right now your balk is not worse than your bite.