X2CRM automates an entire company’s business:  X2Engine has made significant inroads into upending the software industry’s complacent and ineffective status quo

X2Engine is the developer of the seamless enterprise software, X2CRM. It specializes in providing customers the typical CRM (Customer Relationship Management) features such as sales management, marketing automation, and a service module but it provides so much more.  The goal of X2Engine is to automate a client’s entire business.  They are able to do this because of the unique architecture that it is built upon. 

The company is now one of the fastest-growing CRM companies with more than 40,000 deployments worldwide.

 X2Engine is headquartered in Redwood City, California.

The CIO Bulletin reached out to David Buchanan, CEO of X2Engine, and here’s what he had to say.

Interview Highlights

Q. What was the reason X2Engine was started? How has the company grown over the years?

John Roberts, who previously founded SugarCRM, decided to return to the CRM industry in 2011 and create the most advanced CRM currently on the market. This is how X2Engine was born. He didn't just start coding the system; instead, he first created the tools, which he then used to build the system. The flexibility to quickly and affordably customize the system for clients sets X2Engine apart from its competitors.

Q. Can you explain how X2Engine is uniquely positioned to be the market's most dependable provider of CRM solutions?

Our ability to customize, expand, and grow the system to meet specific clients' needs in a fast and affordable way is significantly different from other participants in the market, as already stated.

Q. What are the guiding principles by which everyone at X2Engine operates?

We offer a ‘white glove’ service to each client and provide them with a unique solution, train them how to use it, and support it after the sale. Put simply, we go above and beyond because we want to address our clients’ pain points by automating their businesses.

Q. What are the various services that the company provides?

We offer X2CRM to companies. Each client engagement will typically include our customization services and training. Thus, we are a software company providing a CRM solution that includes marketing automation, sales management, a service module, and much more.

Q. What have some of the company's challenges been over the years? What are some of the key takeaways from these challenges?

When the company was launched, John Roberts was very interested in supporting the open-source community and released an open-source version of X2CRM. This allowed the company to gain thousands of implementors, and they provided key input for the product. Over the past five years, X2 has been making the transition to an enterprise license-based system. This provided some growing pains, but in 2022 the company turned the corner with some significant deals, which proved the move was the right one. That momentum has continued into 2023, and the future is bright.

Q. Would you like us to tell you about something important going on in your business that we may have forgotten to ask about?

As mentioned above, some significant deals in 2022 have led to expansion within the company and a push to release our newest version of X2CRM with a new user interface. In 2023, X2 will experience greater growth as a result of learning how to give our clients this ‘white glove’ experience. They have been really appreciative of this.

Q. How does X2Engine plan to move forward?

X2Engine has just launched an acquisition program with the goal of acquiring complementary technology companies and growing exponentially this way.

About | David Buchanan

David Buchanan serves as the Chief Executive Officer of X2Engine.

“We offer a ‘white glove’ service to each client and provide them with a unique solution, train them how to use it, and support it after the sale. Put simply, we go above and beyond because we want to address our clients’ pain points by automating their businesses.”

“Over the past five years, X2 has been making the transition to an enterprise license-based system. This provided some growing pains, but in 2022 the company turned the corner with some significant deals, which proved the move was the right one. That momentum has continued into 2023, and the future is bright.”

“Our ability to customize, expand, and grow the system to meet specific clients' needs in a fast and affordable way is significantly different from other participants in the market.”