The CRM industry has yet to fully develop CRM-specific business intelligence analytics. Brad Wilson, general manager of Microsoft Dynamics CRM, says that the lack of market recognition for the analytical offering is because Microsoft hasn't "hyped it up" as much as the competition has, focusing on the analytics software as part of a broader Microsoft story -- and less in the CRM context. Microsoft may have to step up, though, as the market increasingly demands sophisticated CRM solutions with rich analytics. Wilson contends that the offering is "as user-friendly as they get," but adds that it's intended for highly skilled statisticians -- in other words, users have to "know what they're doing." Microsoft's challenge is educating users.