Lawson Enters CRM Market

Jim Martin

Looking to expand its market focus, Lawson Software (Minneapolis) has launched LAWSON INSIGHT II Sales Force automation, the first module of LAWSON INSIGHT II Customer Relationship Management (CRM).

The sales force automation module, which is Web-deployable, integrates with LAWSON INSIGHT II Business Management System to offer customers connection of front-office and back-office applications.

For Lawson, the decision to make a foray into the CRM market comes at a time when companies are putting an increased emphasis on retaining and attracting customers.

“There is an overwhelming demand from the market to bring together front and back-office systems and processes so companies can capitalize on their e-business initiatives, and as usual, Lawson is delivering the first solution to do it right,” says Richard Lawson, president and CEO, Lawson. “Unlike our other competitors, we have the vision to realize that managing customer relationships is just the beginning of a much broader strategy that leverages technology to serve all the various stakeholders in the enterprise. Our solutions address the informational and operational needs of managing relationships with those other stakeholders as well.”

The CRM solution leverages Lawson’s Self-Evident Application (SEA) technology and n-tier, open architecture to connect multiple enterprises and provide the self-service features and functionality to enable a successful CRM strategy.

Lawson will roll out additional components of its CRM solution throughout 2000. Lawson INSIGHT II Sales Force Automation is in beta release at several companies and will generally available in three months.