The Sage re-Branding Effort Revisited

Back in July I wrote, “Sage North America is taking its brand very seriously these days.”

  • In spite of the fact that it is about an $858 million business and part of the larger global Sage Software, a $2.24 billion company…
  • In spite of the fact that is supports more than 3.2 million customers…
  • In spite of the fact that is has more than 27,000 Value Added Resellers…
  • In spite of the fact it employs 4,000 people in North America and 13,600 across the globe….

In spite of all this, and partly because many of these customers are very small businesses, Sage is hardly a household name. In an effort to strengthen its brand, at its Sage Summit last summer the company announced a major re-branding effort which would rename all of its products. While currently products are grouped and managed internally by software category (e.g. ERP and CRM), each with multiple brands and product lines, the thought moving forward was to simply group them by target of company size. This prompted many questions and caused a bit of an uproar amongst its channel partners, happy with current names and unhappy with incurring the expense of this effort.

Yesterday (October 18, 2011) Sage met with these channel partners virtually.  In a webinar presentation Sage EVP of Corporate Marketing, Dennis Frahmann, and Sage VP of Channel Management, Tom Miller, shared some details of the current plan. As you can see from the plan below, Sage has backed off on re-naming ALL its products. However, the goal remains the same: to build the “Sage” brand. In order to do that Sage will invest in marketing to leverage “Sage” as the master brand.

As stated before, the Sage branded portfolio will consist of product sets referred to by numbers that indicate increasing levels of sophistication or capability. These numbers/products were announced as: Sage 50, Sage 100, Sage 300, Sage 500. The numbers loosely relate to number of employees and annual revenues. For example, Sage 50 is well suited to smaller businesses, often under 50 employees or $50 million in revenue, but I described the coupling as “loose” because these are only guidelines. The fit is primarily based on complexity of their accounting and financial needs.


Sage also “exempts” some from this numbering scheme by saying, “All are bonded by a common set of Sage commitments: integration with common applications such as CRM, Fixed Assets and HRMS; Connected Services that connect the desktop to the cloud such as payment services; plus pre-requisite Sage services such as Sage Business Care and Sage Advisor.” So for example, you will see Sage CRM sold along with several of the Sage “number” lines. Sage ACT! is likely to be sold with Sage 50 and SalesLogix can still be sold stand-alone. Its name is not changing. And neither is Sage X3.


This makes the re-naming exercise largely ERP-centric. By treating CRM, HRMS, Fixed Assets and Connected Services as shared components, Sage will eliminate much of the anticipated confusion over where these products would “land”. I’m not sure how the decision on X3 really fits into the grand scheme, only that it seems Sage management decided it had enough brand value to leave it alone – at least for now. The same could be said for SalesLogix and ACT! Perhaps they will just get through this round first (a substantial effort) and revisit those decisions later.


In an effort to maximize the value and ease the burden on its channel, Sage is also promising to provide channel partners with materials that will assist in the brand transition, including a complete electronic brand transformation tool kit to transition. Sage also promises help in updating websites and co-funding up to 100% for eligible brand transformation activities.


In the meantime, here’s the new mapping:

  • Sage 50 is available in US and Canadian editions, representing Sage Peachtree and Sage Simply Accounting.
  • Sage 100 includes Sage ERP MAS 90, Sage ERP MAS 200, Sage Master Builder, and Sage Fund Accounting.
  • Sage 300 includes Sage ERP Accpac and Sage Timberline Office.
  • Sage 500 includes Sage ERP MAS 500 and Sage Fund Accounting
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