understanding the value matrix
Document M106 October 2012
RESEARCH NOTE
UNDERSTANDING THE VALUE MATRIX
T H E B OT T O M L IN E The Nucleus Research Technology Value Matrices are published semiannually in the areas of enterprise resource planning (ERP), customer relationship management (CRM), business intelligence (BI) and analytics, corporate performance management (CPM), enterprise content management (ECM), human capital management (HCM), workforce management (WFM), supply chain inventory optimization (IO), and supply chain design (SCD). Through the analysis of end-user experiences, vendors are evaluated on both the usability and functionality of the applications and placed into four categories: Leaders, Experts, Facilitators, and Core Providers. Customers can use the Matrices to evaluate vendor short lists as well as to make the case for maintaining existing applications.
T H E T E CH N O L O GY V A L UE M ATR I X Nucleus Research currently publishes Value Matrices in the areas of enterprise resource planning (ERP), customer relationship management (CRM), business intelligence (BI) and analytics, corporate performance management (CPM), enterprise content management (ECM), human capital management (HCM), workforce management (WFM), supply chain inventory optimization (IO), and supply chain design (SCD). Each Matrix is divided into four quadrants: Leaders, Experts, Facilitators, and Core Providers. LEADERS Vendors in the Leaders quadrant have invested in both functionality and usability features that are likely to deliver the greatest potential returns. These vendors have both diverse and comprehensive product offerings, which enable organizations to maximize ROI, and the resources to help organizations deploy large-scale applications. With high functionality and usability scores, these vendors are recognized for relatively advanced capabilities across all core application areas, user interaction methods, and other factors that contribute to quicker deployment and user adoption. Leaders are continually developing and investing in new functionalities to respond to market and user expectations.
Nucleus Research Inc. 100 State Street Boston, MA 02109
NucleusResearch.com Phone: +1 617.720.2000
October 2012
Document M106
EXPERTS Vendors in the Experts quadrant have invested in deep functional capabilities that, by nature, make the application more complex and thus require more training and expertise to use than Leaders. These vendors invest in industry-specific capabilities to provide bestof-breed functionality in specific application areas for unique market verticals. They have invested in robust and complex functionalities that typically require additional consulting, training, or expertise resources when compared to Leaders. Because the functionality provided can more advanced than is commonly available in the general market, there may be fewer analysts and developers who are sufficiently experienced to support these applications. FACILITATORS Facilitators are focused on providing solutions that solve a specific niche in the market and are easy to use and quick to implement. Vendors in the Facilitators quadrant have invested in making their applications intuitive and easy to use, driving rapid adoption with limited training requirements. For example, these applications can achieve high levels of usability related to specific role-based GUI’s and improved end-user productivity. However, these applications may also lack the deeper functionalities required by more sophisticated users. CORE PROVIDERS Vendors in the Core Providers quadrant are point solutions or those that provide limited functionality at a relatively low cost, giving them a high value proposition when limited functionality is needed. These vendors often represent a good starting point for companies seeking core capabilities with a limited budget because they enable faster and less expensive adoption. These vendors have an opportunity to move upward and to the right as they improve their ability to deliver broadly functional and highly usable deployments while challenging the competitive positions of the leaders. However, Core Providers are also challenged to win customers and fund research and development to keep them from being overtaken by leaders that can afford discounting and special attention to win deals.
M ET H OD O LO G Y The Value Matrix is based on functionality and usability, the two core measures that Nucleus has found indicate an application’s ability to deliver initial ROI and, ultimately, maximum value over time. Each vendor’s location on the Matrix is the result of the usability and functionality scores assigned to that vendor based on interviews that Nucleus analysts have had with end users. As part of Nucleus’s analysis, customers are asked to evaluate both the application they selected as well as other vendors they considered. Usability composite scores are
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 2
October 2012
Document M106
based on a number of factors, including intuitiveness of the application, availability of rolebased interfaces, training requirements, and productivity impact on users. Functionality composite scores are based on the breadth and depth of functionality in the core application, the availability and ease of integration of add-on functionality that delivers additional benefit, and the vendors’ investment in innovative functionality outside the core that will deliver additional benefit. Companies can use this Matrix to assess their investment short list as well as to evaluate the case for maintaining an existing product that may lag behind the value offered by other options. Nucleus expects the center point of the Matrix, which represents the composite average point in the market, will move up and to the right over time as vendors make more investments in functionality and usability – effectively increasing the average value delivered across all products.
FR E QU EN T L Y AS K ED QU E S T ION S WHAT IS THE VALUE MATRIX AND WHY NOW? Gartner’s Magic Quadrant has been a fixture in the technology space for years and has served the market well by identifying its analyst assessment of the leading vendors in a specific market. For years Nucleus Research avoided a matrix style report, feeling Gartner’s approach was a well-known way to separate the good vendors from the bad. However, during the past decade and during the past five years in particular, the buying process and the mix of vendors have changed. Gartner’s annual ranking of vendors was not fully serving a market that faced accelerated technology change, cloud delivery, and new entries to the market that delivered targeted low-cost/high-value solutions. Nucleus end-user customers were increasingly asking for justification for solutions that were not in the Gartner leader quadrant but provided higher value than the traditional large vendors. Nucleus designed the Value Matrix to complement the Gartner Magic Quadrant by looking at the characteristics of a solution that drive value: usability and functionality. HOW IS THE VALUE MATRIX DIFFERENT FROM THE MAGIC QUADRANT? The Nucleus Research Value Matrix differs from the Gartner Magic Quadrant in two important ways:
The Value Matrix is a relative ranking against competitors rather than an absolute ranking. This matches the user buying process of comparing the features and usability among the vendors under consideration against the cost of the solution. A solution with less functionality but much lower cost may be more attractive than a solution with more functionality but much greater cost. We all know that maximizing customer value is the best path to closing deals.
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 3
October 2012
Document M106
The Value Matrix is published twice a year and the axis is rebalanced to the center point. The pace of market change is rapid and vendors who lead the market today can fall behind in months. An industry-leading feature is quickly adopted and becomes common. The Value Matrix takes account of this ongoing change and highlights vendors whose solutions remain dynamic. No vendor rests for a year.
WHY USABILITY AND FUNCTIONALITY AS THE AXES? We looked back on more than 400 published ROI case and analyzed the characteristics of solutions that deliver value. How functional a product is and how easy it is to adopt were the two characteristics that defined the value the customer ultimately received. HOW DO THE ANALYSTS MEASURE USABILITY AND FUNCTIONALITY? Measuring usability and functionality is subjective but we’ve minimized the variation and standardized the process we use to gather data. Behind the scenes we score each solution on a scale of 1-10 for each axis, rebalance the average so that 5,5 is the center of the Matrix, then plot each solution on the axis. The score is based on data gathered from three sources:
Customers using the solution who are interviewed during case studies, industry events, or outreach to our database of end users.
Customers using a competing solution that considered the solution being scored but decided against it.
Nucleus Research analyst view of the solution including briefings and demos of the product.
SO IT’S RELATIVE AND NOT ABSOLUTE? That’s correct. An analyst cannot place a solution in a quadrant, only position a solution relative to its competitors. The reality is that vendors understand the positioning of their solution and are best served in competitive sales situations by addressing how they drive more value than their competitors either through greater usability and functionality or lower cost. UP AND TO THE RIGHT IS BETTER, RIGHT? Not necessarily. The technology market is far more sophisticated than 10 years ago and vendors position their solution for market reasons. Up and to the right is not always the best quadrant and in many cases is not the proper positioning for the product. As an example, there are numerous CRM solutions, from low functionality Web-delivered solutions such as Zoho to higher functionality solutions such as Microsoft Dynamics CRM and Salesforce.com. Zoho doesn’t offer the functionality of Salesforce, but for organizations that need only basic CRM, Zoho is a very cost-effective solution. When comparing Microsoft and Salesforce in the CRM space, Microsoft’s lack of iOS support means it will always score slightly lower in functionality than Salesforce. For some organizations, especially those with existing expertise in Microsoft solutions, this missing
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 4
October 2012
Document M106
feature is outweighed by the lower support costs of being a Microsoft-centric shop, making Microsoft a higher value solution for those customers than Salesforce. OKAY, I’M A VENDOR AND UNDERSTAND, BUT HOW CAN I INFLUENCE MY POSITION? You can’t, at least you can’t directly. An analyst can’t position a vendor’s solution in a quadrant, only position that solution relative to other solutions. But then, that’s how vendors sell and honestly, vendors know how they’re positioned. A vendor needs to make the case to the Nucleus Research analyst that their solution delivers greater functionality and usability than its competitors. The analyst needs the bullet points and tangible examples of how solution delivers more in these two axes to defend that positioning against other vendors. Vendors with our TechAdvisor annual service naturally have more interaction with the analysts and have a fuller understanding of their positioning but all vendors are treated equally. A vendor does not need to be an advisory client nor do they need to provide reference customers to be included in the Value Matrix.
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 5
RESEARCH NOTE
UNDERSTANDING THE VALUE MATRIX
T H E B OT T O M L IN E The Nucleus Research Technology Value Matrices are published semiannually in the areas of enterprise resource planning (ERP), customer relationship management (CRM), business intelligence (BI) and analytics, corporate performance management (CPM), enterprise content management (ECM), human capital management (HCM), workforce management (WFM), supply chain inventory optimization (IO), and supply chain design (SCD). Through the analysis of end-user experiences, vendors are evaluated on both the usability and functionality of the applications and placed into four categories: Leaders, Experts, Facilitators, and Core Providers. Customers can use the Matrices to evaluate vendor short lists as well as to make the case for maintaining existing applications.
T H E T E CH N O L O GY V A L UE M ATR I X Nucleus Research currently publishes Value Matrices in the areas of enterprise resource planning (ERP), customer relationship management (CRM), business intelligence (BI) and analytics, corporate performance management (CPM), enterprise content management (ECM), human capital management (HCM), workforce management (WFM), supply chain inventory optimization (IO), and supply chain design (SCD). Each Matrix is divided into four quadrants: Leaders, Experts, Facilitators, and Core Providers. LEADERS Vendors in the Leaders quadrant have invested in both functionality and usability features that are likely to deliver the greatest potential returns. These vendors have both diverse and comprehensive product offerings, which enable organizations to maximize ROI, and the resources to help organizations deploy large-scale applications. With high functionality and usability scores, these vendors are recognized for relatively advanced capabilities across all core application areas, user interaction methods, and other factors that contribute to quicker deployment and user adoption. Leaders are continually developing and investing in new functionalities to respond to market and user expectations.
Nucleus Research Inc. 100 State Street Boston, MA 02109
NucleusResearch.com Phone: +1 617.720.2000
October 2012
Document M106
EXPERTS Vendors in the Experts quadrant have invested in deep functional capabilities that, by nature, make the application more complex and thus require more training and expertise to use than Leaders. These vendors invest in industry-specific capabilities to provide bestof-breed functionality in specific application areas for unique market verticals. They have invested in robust and complex functionalities that typically require additional consulting, training, or expertise resources when compared to Leaders. Because the functionality provided can more advanced than is commonly available in the general market, there may be fewer analysts and developers who are sufficiently experienced to support these applications. FACILITATORS Facilitators are focused on providing solutions that solve a specific niche in the market and are easy to use and quick to implement. Vendors in the Facilitators quadrant have invested in making their applications intuitive and easy to use, driving rapid adoption with limited training requirements. For example, these applications can achieve high levels of usability related to specific role-based GUI’s and improved end-user productivity. However, these applications may also lack the deeper functionalities required by more sophisticated users. CORE PROVIDERS Vendors in the Core Providers quadrant are point solutions or those that provide limited functionality at a relatively low cost, giving them a high value proposition when limited functionality is needed. These vendors often represent a good starting point for companies seeking core capabilities with a limited budget because they enable faster and less expensive adoption. These vendors have an opportunity to move upward and to the right as they improve their ability to deliver broadly functional and highly usable deployments while challenging the competitive positions of the leaders. However, Core Providers are also challenged to win customers and fund research and development to keep them from being overtaken by leaders that can afford discounting and special attention to win deals.
M ET H OD O LO G Y The Value Matrix is based on functionality and usability, the two core measures that Nucleus has found indicate an application’s ability to deliver initial ROI and, ultimately, maximum value over time. Each vendor’s location on the Matrix is the result of the usability and functionality scores assigned to that vendor based on interviews that Nucleus analysts have had with end users. As part of Nucleus’s analysis, customers are asked to evaluate both the application they selected as well as other vendors they considered. Usability composite scores are
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 2
October 2012
Document M106
based on a number of factors, including intuitiveness of the application, availability of rolebased interfaces, training requirements, and productivity impact on users. Functionality composite scores are based on the breadth and depth of functionality in the core application, the availability and ease of integration of add-on functionality that delivers additional benefit, and the vendors’ investment in innovative functionality outside the core that will deliver additional benefit. Companies can use this Matrix to assess their investment short list as well as to evaluate the case for maintaining an existing product that may lag behind the value offered by other options. Nucleus expects the center point of the Matrix, which represents the composite average point in the market, will move up and to the right over time as vendors make more investments in functionality and usability – effectively increasing the average value delivered across all products.
FR E QU EN T L Y AS K ED QU E S T ION S WHAT IS THE VALUE MATRIX AND WHY NOW? Gartner’s Magic Quadrant has been a fixture in the technology space for years and has served the market well by identifying its analyst assessment of the leading vendors in a specific market. For years Nucleus Research avoided a matrix style report, feeling Gartner’s approach was a well-known way to separate the good vendors from the bad. However, during the past decade and during the past five years in particular, the buying process and the mix of vendors have changed. Gartner’s annual ranking of vendors was not fully serving a market that faced accelerated technology change, cloud delivery, and new entries to the market that delivered targeted low-cost/high-value solutions. Nucleus end-user customers were increasingly asking for justification for solutions that were not in the Gartner leader quadrant but provided higher value than the traditional large vendors. Nucleus designed the Value Matrix to complement the Gartner Magic Quadrant by looking at the characteristics of a solution that drive value: usability and functionality. HOW IS THE VALUE MATRIX DIFFERENT FROM THE MAGIC QUADRANT? The Nucleus Research Value Matrix differs from the Gartner Magic Quadrant in two important ways:
The Value Matrix is a relative ranking against competitors rather than an absolute ranking. This matches the user buying process of comparing the features and usability among the vendors under consideration against the cost of the solution. A solution with less functionality but much lower cost may be more attractive than a solution with more functionality but much greater cost. We all know that maximizing customer value is the best path to closing deals.
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 3
October 2012
Document M106
The Value Matrix is published twice a year and the axis is rebalanced to the center point. The pace of market change is rapid and vendors who lead the market today can fall behind in months. An industry-leading feature is quickly adopted and becomes common. The Value Matrix takes account of this ongoing change and highlights vendors whose solutions remain dynamic. No vendor rests for a year.
WHY USABILITY AND FUNCTIONALITY AS THE AXES? We looked back on more than 400 published ROI case and analyzed the characteristics of solutions that deliver value. How functional a product is and how easy it is to adopt were the two characteristics that defined the value the customer ultimately received. HOW DO THE ANALYSTS MEASURE USABILITY AND FUNCTIONALITY? Measuring usability and functionality is subjective but we’ve minimized the variation and standardized the process we use to gather data. Behind the scenes we score each solution on a scale of 1-10 for each axis, rebalance the average so that 5,5 is the center of the Matrix, then plot each solution on the axis. The score is based on data gathered from three sources:
Customers using the solution who are interviewed during case studies, industry events, or outreach to our database of end users.
Customers using a competing solution that considered the solution being scored but decided against it.
Nucleus Research analyst view of the solution including briefings and demos of the product.
SO IT’S RELATIVE AND NOT ABSOLUTE? That’s correct. An analyst cannot place a solution in a quadrant, only position a solution relative to its competitors. The reality is that vendors understand the positioning of their solution and are best served in competitive sales situations by addressing how they drive more value than their competitors either through greater usability and functionality or lower cost. UP AND TO THE RIGHT IS BETTER, RIGHT? Not necessarily. The technology market is far more sophisticated than 10 years ago and vendors position their solution for market reasons. Up and to the right is not always the best quadrant and in many cases is not the proper positioning for the product. As an example, there are numerous CRM solutions, from low functionality Web-delivered solutions such as Zoho to higher functionality solutions such as Microsoft Dynamics CRM and Salesforce.com. Zoho doesn’t offer the functionality of Salesforce, but for organizations that need only basic CRM, Zoho is a very cost-effective solution. When comparing Microsoft and Salesforce in the CRM space, Microsoft’s lack of iOS support means it will always score slightly lower in functionality than Salesforce. For some organizations, especially those with existing expertise in Microsoft solutions, this missing
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 4
October 2012
Document M106
feature is outweighed by the lower support costs of being a Microsoft-centric shop, making Microsoft a higher value solution for those customers than Salesforce. OKAY, I’M A VENDOR AND UNDERSTAND, BUT HOW CAN I INFLUENCE MY POSITION? You can’t, at least you can’t directly. An analyst can’t position a vendor’s solution in a quadrant, only position that solution relative to other solutions. But then, that’s how vendors sell and honestly, vendors know how they’re positioned. A vendor needs to make the case to the Nucleus Research analyst that their solution delivers greater functionality and usability than its competitors. The analyst needs the bullet points and tangible examples of how solution delivers more in these two axes to defend that positioning against other vendors. Vendors with our TechAdvisor annual service naturally have more interaction with the analysts and have a fuller understanding of their positioning but all vendors are treated equally. A vendor does not need to be an advisory client nor do they need to provide reference customers to be included in the Value Matrix.
© 2015 Nucleus Research, Inc. Reproduction in whole or in part without written permission is prohibited. Nucleus Research is the leading provider of value-focused technology research and advice. NucleusResearch.com
Page 5
