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March 26, 2013

Microsoft News - Microsoft Links Dynamics CRM and MarketingPilot with Updated Marketing and Social Media Analytics Capabilities

By Colleen Lynch, TMCnet Contributor

The customer relationship management (CRM) software market is currently dominated by and Oracle (News - Alert), but Microsoft is aiming to change that by linking its own Dynamics CRM application with the company’s newly-acquired MarketingPilot.

Dynamics CRM has now been updated to include new capabilities in marketing automation and social media analysis, as well as a connector to MarketingPilot.

MarketingPilot, meanwhile, has been reworked for a simplified user experience, which will work well with the Dynamics CRM tie-in.

Microsoft had announced its plans to combine the two sets of software at the Convergence (News - Alert) conference in New Orleans on March 19, 2013, where the company also announced its acquisition of Swiss analytics company Netbreeze.

By taking over Netbreeze, Microsoft can now significantly strengthen its CRM offerings by incorporating Netbreeze’s accomplished analytics capabilities into its Dynamics CRM. These new capabilities include Netbreeze’s natural language processing technology, which can parse approximately 30 languages natively, giving Microsoft a much-needed leg up in terms of listening platforms.

Now that Microsoft’s Dynamics CRM has Netbreeze’s features embedded within its software, combining it with MarketingPilot is set to bring Microsoft up to compete at the same level as both Oracle and

Microsoft’s latest CRM developments and acquisitions follow its competitors’ similar moves, as Oracle acquired Eloqua (News - Alert) and acquired Buddy Media to boost their own marketing software lineup.

Companies involved with CRM are all making the same changes in order to meet the growing desire from CRM vendors to augment core sales automation functionality with more comprehensive capabilities.

Michael Krigsman, CEO at consulting firm Asuret, commented on Microsoft’s Netbreeze acquisition, calling the move, “part of a broader strategy by Microsoft to disrupt the social analytics market.”

Krigsman added, “Clearly, Microsoft has (News - Alert) in its sights.”’s Radian6 software is the direct result of its recent acquisition, just as Oracle’s Collective Intellect (News - Alert) and Involver applications were created with the help of Buddy Media, so Microsoft is using nearly the same formula with hopes to see the same level of success.

As social media sentiment analysis is currently a key area for CRM vendors, Microsoft does seem to be hitting all the right notes in terms of its greater CRM market plan, regardless of the fact it is not the first company to follow this business plan.

“Netbreeze was a technology acquisition, to hire the smart guys,” Krigsman explained. “Microsoft wants to create a simpler and easier-to-use social analytics product.”

Microsoft’s MarketingPilot software will be available this month in the United States, and in other countries later in 2013.

For more information on Microsoft Dynamics CRM, click here.

For more information on MarketingPilot, click here.

Edited by Braden Becker

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