Oracle Enterprise CRM Portfolio

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Enterprise CRM Portfolio

by Faulkner Staff

Docid: 00016981

Publication Date: 1912

Report Type: PRODUCT


Oracle’s Enterprise Customer Relationship Management (CRM) portfolio of
on-premises and cloud-based software is designed to streamline customer
service for both large enterprises and their end-user clients. Branded as
Oracle Customer Experience (CX), Oracle’s CRM software tracks and manages
customer data and interactions across channels such as online chat, Web
purchases, social media, service calls, mobile applications, and in-store
purchases. Oracle has integrated numerous acquisitions of smaller CRM
companies into Oracle CX in order to remain competitive with, SAP, and Microsoft.

Report Contents:


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Oracle’s Enterprise Customer Relationship Management (CRM) portfolio
includes more than twenty software platforms designed to streamline customer
service channels for businesses, industry users, and consumers.

Related Faulkner Reports
Oracle Company
CRM Market

Part of Cloud-based Customer Experience Platform.
Oracle now markets its Enterprise CRM software as Oracle Customer
Experience (CX) software, which focuses heavily on the cloud and includes a strong online marketing strategy, partly as the result of
Oracle’s 2012 and 2013 acquisitions of Eloqua and Responsys. The shifting
focus to Oracle CX was critical for Oracle remaining relevant in the CRM
marketplace. According to Gartner’s 2017 Customer Experience in Marketing
Survey, by 2020, 81 percent of marketers responsible for CX say they expect to be
competing primarily on the basis of CX.1

Capturing the Customer Relationship. CRM software is not
new, but while the price of CRM software implementation was once
considered a risky investment, it is now a necessity. Consumers interact
with businesses across numerous channels: online chat, Web queries, social media, service calls, mobile applications, and in-person
visits and purchases. Businesses must capture records on each contact
while ensuring smooth, standardized interactions.

Tracking and Improving Sales Statistics. Successful CRM
is designed not only to improve record-keeping but to aggregate data to
track customer trends and inform business operations. Software can then be
customized to inform and support a company’s policies for customer
service, sales, and marketing during each interaction.

Oracle Strategy: Acquire and Integrate CRM Lines to Improve
Customer Experience.
Oracle has remained a CRM leader for more
than twenty years. In 2013, the company was the third largest global CRM
vendor with a ten percent market share, behind and SAP.2
Since its 2005 acquisition of PeopleSoft, Oracle has relied on the
strength of its acquired assets. CRM applications and back-end platforms
have not always been easy to merge. In addition, a CRM vendor’s assets are
likely already entrenched in the computing systems of multi-national
corporations. As a result, many of Oracle’s acquired CRM product lines
have continued to stand alone with unique software and support
requirements, although most have been integrated into Oracle’s Customer
Experience software platform. 

Customer Experience Products and Services. As the need
increases to capture and simplify customer relationships, executives at
Oracle are continuing their CRM strategy of acquiring cutting-edge vendors
– particularly makers of cloud-based software – and merging their product
lines.3 Oracle markets its Customer Experience cloud- and
premises-based software to meet specific business needs for managing
customer relationships:

  • Sales
  • Marketing
  • Service
  • Commerce
  • Social
  • Configure, Price, and Quote (CPQ)

Product lines include:

  • Oracle Sales Cloud
  • Oracle Eloqua Marketing Cloud
  • Oracle Service Cloud
  • Oracle E-Business Suite CRM
  • Oracle PeopleSoft Enterprise CRM
  • Oracle Siebel CRM
  • Oracle CRM On-Demand

Oracle also continues to offer its PeopleSoft CRM product lines. In 2019,
Oracle launched CX updates, including new digital assistants, data
enriched B2B sales capabilities, and new capabilities for telecom and
media, financial services, and the public sector:

  • Digital Assistants – Sales teams can use the Oracle
    Digital Assistant to create configured quotes using voice commands.
    Customer service teams can use the Oracle Digital Assistant for answers
    to questions stored in the knowledge repository. Service teams can use
    the Oracle Digital Assistant’s conversational UI to enable self-service
    on chat channels. Marketing teams can use the Digital Assistant to get
    help and support when using Oracle Responsys to create promotional
    campaigns. In addition, brands can increase customer engagement by
    enabling customers who receive promotions via Oracle Responsys to speak
    with the Oracle Digital Assistant to access additional information on a
  • Account Enrichment – Oracle DataFox allows teams to
    better profile and classify a customer base and leverage data.
  • Account Prioritization – Lets sales teams rank
    accounts and focus on prospects and key targets.
  • B2B Sales Capabilities – Integration with Oracle
    DataFox delivers AI-sourced company data.
  • B2B Campaign Orchestration – Helps ensure leads are
    connected to accounts through Oracle DataFox integration.
  • Smart Talking Points – Provides real-time alerts on
    market changes of target accounts delivered by Oracle DataFox, offering
    personalized and contextual talking points.


Name: Oracle
500 Oracle Parkway
Redwood Shores, CA 94065 US
(650) 506-7000
Toll-Free: (800) 392-2999
Type of Vendor: Enterprise Software Vendor
Founded: 1977
Service Areas: Worldwide
Stock Symbol: ORCL (NASDAQ)


When it bought PeopleSoft, Oracle included PeopleSoft CRM
in its existing CRM portfolio, as well as the assets of the
suite that PeopleSoft inherited through JD Edwards. Oracle
also offers Enterprise CRM to support sales
collaboration, claims settlement, discount/rebate management, marketing,
partner lifecycle management, and performance management. An earlier
purchase of Siebel also allowed it to enter the hosted CRM market (CRM
on Demand
). Subsequent purchases focused specifically on
cloud-based and mobile platforms, in order to compete with
This included Oracle’s 2011 purchase of one of its top CRM competitors,
RightNow Technologies. The move provided Oracle with RightNow CX
Service Cloud
software for customer service, including call
centers, self-service options, social networks, and Web-based client
interaction. The 2012 purchase of Eloqua expanded
control of the online customer interaction through online marketing and
sales features. Through Oracle’s 2013 deal to buy
the company extended its cloud marketing capabilities and merged its new
assets with the Eloqua platform.5 In November 2016, Oracle
completed its acquisition of NetSuite for $9.3 billion USD, which has
helped the company expand its cloud computing strategy, as well as help it
appeal to midsize companies. The CRM is expected to reach more than $80
billion USD in revenues by 2025.6 In 2018, Oracle launched CX
Unity, Subscription Management, and a SMB data offering for B2B marketers.PeopleSoft

The Oracle PeopleSoft CRM suite is a package of CRM
applications to manage an organization’s customer interactions, from
marketing to sales to customer service. The suite, targeting large- to
mid-sized enterprises, supports marketing initiatives, cross-selling
options, and integrated service management and field service and
maintenance for customer service. Major selling points of PeopleSoft CRM
applications are its:

  • Scalability – Adjusts to fit industry and business
    processes. Delivers built-in “best practices” specific
    to an industry, a flexible customer data model, and configurable,
    tightly integrated platform.
  • Customizability – Plans and executes different
    customer strategies, taking intelligent action across all channels. Sets
    value targets for each customer segment and tracks ongoing performance
    in real time.
  • Usability – Fits timeline, budget, and user

Table 1 details Oracle’s CRM product lines.

Table 1. Oracle CRM Products
Component Description Associated Software Benefits
CRM Analytics Closed-loop visibility into customer
behaviors and interactions, throughout the customer lifecycle.
CRM Warehouse. Captures
customer-related data in a single repository, combining it with
analysis of sales, marketing, and service initiatives.

Customer Scorecard. Framework to strategize,
plan, and measure marketing, sales, and support activities.

Marketing, sales, and service coverage.
CRM for Higher Education Tools and technology for developing and
managing college and university relationships with constituents.
Campus Solutions. Software
for adapting to the needs of constituents of higher-education
Event-planning, management, and
CRM Portal Pack Collection of portal pagelets for
corporate intranet or extranet homepages, providing access to CRM
transactional data within enterprise CRM applications for employee
and customer portal registries.
Pagelet Wizard. For
creating personalized pagelets using various data sources.
Content aggregation, secured
information, CRM application-specific pagelets, and content
Marketing Modular relationship marketing tool for
helping customer-centric organizations focus on awareness, demand,
loyalty, and revenue.
Marketing. Extends the
sales pipeline by increasing retention rates, conversion rates,
and marketing.

Online Marketing. Modular product that
provides interactive e-mail and Web marketing for building the
interactions that drive relationship communications and prospect

Marketing and channel performance
analysis, real-time “what-if” analysis, interactive dialogs,
qualification process automation, prescriptive analytics,
real-time customer fulfillment, resource management, and
integration with existing architectures.
Sales Uses metrics planning and compensation
tools to motivate and track performance.
Oracle Capture.
Captures orders at any customer touchpoint, and integrates the
information with supply chain, fulfillment, and billing systems.

PIM Server Sync. Seamless server-to-server
synchronization of contacts, meeting entries, and calendar

Sales. Role-based, intuitive interface for
managing sales deals, increasing account penetration, and
building relationships with key contacts.

  • Strategic account planning.
  • Inline sales analytics.
  • 360-degree visibility for pipeline and opportunity
  • Back-office supply chain, fulfillment, and billing systems.
  • Territory management, forecasting, training, and reporting.
  • Call reports and tools for contact, task, and calendar
  • Customizable, role-based interface.
Service “On-the-spot,” personalized service to
better address customer demand.
CTI Integration.
Provides full, softphone CTI functionalities for unified,
screen-based telephony and population of PeopleSoft application

FieldService. Service-order and dispatch
management product that provides a 360-degree view of
contacts, contracts, parts, time, and expenses.

HelpDesk. Extends the speed of internal
support operations with process automation.

Multi-Channel Communications. Delivers an
e-mail response management system and chat to address high
volumes of incoming structured and unstructured e-mails, with
the ability to classify, route, and respond via universal

Support. Provides access to e-mail response
management system and chat, for better addressing high volumes
of incoming structured and unstructured e-mails. It uses the
ability to classify, route, and respond via universal queuing.

Support for Customer Self Service. Solves
problems, updates account information, and checks the status of
service requests.

  • Multi-channel contact center.
  • Multi-channel agent console.
  • Intelligent agent and group assignments, with graphic agent
  • Product recommendation and automatic-order generation.
  • 360-degree customer view.
  • Preventative scheduling maintenance.
  • Defines multiple relationships for each customer.
  • Customized search criteria.
  • Real-time, role-based analytics to monitor or evaluate KPI


Figure 1 depicts the Oracle CX Audience interface.

Figure 1. Oracle CX Audience Interface

Figure 1. Oracle CX Audience Interface

Source: Oracle

CRM Service Areas

Oracle offers a streamlined portfolio of CRM products and services to
meet CRM needs across a number of industries. Table 2 looks at these
offerings in greater detail.

Table 2. Oracle CX Products/Services
Product / Service Description Key Features
Oracle CX Sales Cloud Oracle Sales Cloud is a unified
cloud-based platform for sales force automation and customer
tracking that can be accessed remotely.
  • Mobility
  • Sales Force Management
  • Marketing and Social Integration
  • Enterprise-wide Platform
Oracle CX Marketing Cloud Oracle’s Eloqua marketing automation
platform offers the ability to integrate marketing campaigns with
existing platforms, along with advanced targeting and analytics.
  • Email and Content Marketing
  • Individual Behavioral Targeting
  • Conversion and ROI Tracking
Oracle CX Service Cloud Cloud-based software platform to
support client interactions including Web, social, and contact
  • RightNow Web Experience
  • RightNow Social Experience
  • RightNow Contact Center Experience
  • RightNow Engage
  • RightNow Service Experience Platform
Oracle CX E-Business Suite CRM Channel revenue-management applications
for information-driven, channel revenue management, using
enterprise information and tools for managing direct and indirect
channels. Uses consistent enterprise information in every phase of
the process.
  • Channel Sales Collaboration
  • Claims-Settlement
  • Discount and Rebate Program Management
  • Marketing
  • Partner Lifecycle Management
  • Performance Measurement
Siebel CRM Transactional, analytical, and
engagement features to manage customer-facing operations.
  • On-premise, on-demand functions
  • Tailored industry technology
  • Role-based customer intelligence and pre-built integration
Oracle CRM on Demand Offers capacity to drive sales,
marketing, loyalty, and service effectiveness. It can be used with
Oracle Commerce technology to deliver a unified, cross-channel
experience for consumers.
  • Analytics
  • Call Center
  • Integration
  • Marketing
  • Mobile
  • Partner Relationship Management
  • Sales
  • Service


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Built for Size, Security and Stability. Oracle’s efforts
to ensure product security, stability, and interoperability are intended
to benefit large enterprise, industry, and government users. Products are
designed for cloud-based and on-premise software implementations at
multi-site and multi-national organizations.

Customer Experience (CX) Platform Applications. CX
services are designed for specific in-house applications:

  • Sales – Analyzes sales data across all channels
    through analytics, integrated communications, team selling, and mobile
  • Marketing – Designed to improve insight in marketing
    departments by aggregating and analyzing prospect data.
  • Service – Enables self-service options for customer
    interaction such as click-to-call, chat, and virtual assistance.
  • Commerce – Provides sales, ordering, and upselling
    options integrated with other customer service needs.
  • Social – Manages social media content and
  • Configure, Price, and Quote (CPQ) – Quote, discount,
    and approval capabilities for customer service and sales
  • Data Cloud – Offers data-driven solutions with
    targeted and meaningful customer interactions.
  • Loyalty Cloud – Designed to provide customers with
    individualized experiences through seamless interactions.

Table 3 outlines potential vertical industry implementations for Oracle’s
CRM product lines.

Table 3. CRM Vertical Industry Applications
Product / Service Application Industry Area
PeopleSoft CRM Government,
Education, High-Tech, and Communications Verticals.
CRM Analytics Companies of virtually any
Marketing Customer service agents at
the enterprise, Web marketing firms, contact centers, and
telemarketing organizations.
Partner Relationship
Business commerce, sales
Sales In-the-field, inside,
partner, and contact center agent sales personnel and clients,
billing / supply chain / fulfillment systems. 
Service Administrators and agents
with multi-channel contact centers, Web-based self- and
field-services organizations, help-desk operations, human
resources, and e-mail and IT staff, among others.
Enterprise CRM Organizations
requiring partner lifecycle, discount and rebate program, claims
settlement, marketing, performance, and channel revenue
RightNow CX Service Cloud Multi-site
organizations with remote log-in, as well as enterprises that
interact with consumers online or via mobile applications.
CRM on Demand Services Organizations
of virtually any size in the life sciences (medical and
pharmaceuticals), high technology, insurance, automotive, and
wealth-management sectors.
Siebel CRM Application
users, sales managers, and governance, risk, and compliance
Fusion CRM Sales
executives, managers, and representatives.


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Oracle’s CRM portfolio is designed to integrate securely into large
enterprise environments. Table 4 outlines the general operating
requirements for an Oracle CRM implementation.

Table 4. General Operating Requirements
Environment Details
Operating System Microsoft Windows, Solaris,
IBM AIX, HP-UX, assorted Linux.
Database Oracle, IBM, Microsoft, and
SAP Sybase.
Application Server Oracle and IBM.
Additional CRM on Demand
Microsoft Outlook (Desktop), Apple iPad support offered.


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Oracle offers many different support offerings, and has pledged to former
customers of PeopleSoft “lifetime support” for their products as long as
they continue to maintain a license with Oracle. Table 5 details Oracle’s
support levels.

Table 5. Support Policy Levels
Support Level Description
Oracle Premier Support The Premier Support level of
Oracle’s Lifetime Support Policy offers users maintenance and
support for five years from their general availability date. The
Premier Support level features:

  • Major product and technology releases
  • Technical support
  • Updates, fixes, and security alerts
  • Tax, legal, and regulatory updates
  • Upgrade scripts
  • Certification with new third-party products/versions
Oracle Extended Support The Extended Support offering
builds on the Premier Support offering an additional three years’
coverage on select releases for an additional fee. Note that the
Extended Support offering does not include certification with new
third-party products/versions. The Extended Support level does

  • Major product and technology releases
  • Technical support
  • Updates, fixes, and security alerts
  • Tax, legal, and regulatory updates
  • Upgrade scripts
Oracle Sustaining Support Sustaining Support provides
users with access to major product and technology releases and
technical support such as access to online support tools, Oracle
knowledge bases, and call center technical support for as long as
a user maintains a license for Oracle software. Oracle’s
Sustaining Support provides:

  • Major product and technology releases
  • Technical support
  • Access to MetaLink/Customer Connection
  • Pre-existing fixes for your solution
  • Customers may also obtain customer specific fixes at an
    additional fee

However, the Sustaining Support level does not include:

  • New updates, fixes, and security alerts
  • New tax, legal, and regulatory updates
  • Certification with new third-party products/versions
  • Certification with other Oracle products


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The pricing for Oracle CRM products and services is
configuration-dependent. Interested potential customers should contact
Oracle’s sales staff, by calling (800) ORACLE1 or
to explore deployment options.


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In both the enterprise CRM and cloud computing realms, Oracle’s CRM
portfolio competes primarily with’s Service Cloud and SAP’s
CRM software. Additional competing product lines include Amdocs Customer
Management, Aptean’s Enterprise CRM (merging previous CRM vendors CDC
Software and Consona in 2012), Microsoft Dynamics CRM, Teradata’s CRM,
Consona’s Service-Centric CRM software, Sage Software CRM, and SugarCRM’s

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