Siebel unveiled "Chapter 2" of its CRM strategy this week in an effort to revitalise its sagging fortunes.
Siebel has seen declining revenue and fierce competition from high-end rivals such as SAP, as well as from smaller companies such as Salesforce.com.
This week at the Siebel User Week event, executives outlined the company's new direction, which involves pushing comprehensive analytics, breaking the technology into components, promoting end-user education and adoption, and aligning the company's far-flung services organisation.
Ultimately, Siebel said it wants to move beyond being just a technology supplier and become a partner that helps customers by devising metrics, offering methodologies and promoting the long-term success of a rollout.
"The first generation of CRM was about a product," Lawrie said. "It was about the technology. And the second generation, Chapter 2, is about value."
Marc L Songini writes for Computerworld