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Devising a way to Bundle an Existing product category into a Super-Category, Drives Competitive Success




Think Siebel! Siebel CRM Systems, Inc. was a software company principally engaged in the design, development, marketing, and support of customer relationship management(CRM) applications. The company was founded by Thomas Siebel and Patricia House in 1993. At first known mainly for its sales force automation products, the company expanded into the broader CRM market. 

 In  the late 1990s, Siebel created internet-based Customer-relationship Management Software by pulling together a host of applications, including customer loyalty program, customer-acquisition, Call Center, Customer Service, Customer Contact, and Sales Force Automation. In doing so, by the late 1990s, Siebel Systems was the dominant CRM vendor, peaking at 45% market share in 2002; rendered irrelevant, for some customers, the more specialized application programs of competitors. 

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