Gartner: Customer Relationship Management Software Market Grew 12% in 2015

Worldwide customer relationship management (CRM) software totaled $26.3 billion in 2015, up 12.3 percent from $23.4 billion in 2014, according to Gartner, Inc.

“The merger and acquisition activity that began flowing through the market in 2009 continued in 2015, with more than 30 notable acquisitions, Julian Poulter, research director at Gartner. “This has resulted in increased competition at the top end of the CRM market, with the continued focus of global vendors’ sales forces driving good growth worldwide in all CRM subsegments but only for cloud or software as a service (SaaS) applications.”

Overall, the top five CRM software vendors accounted for more than 45 percent of the total market in 2015 (see Table 1). The top five vendors had very little change in ranking compared with 2014, although Adobe jumped into the fifth position, displacing IBM, as it continues to lead the CRM marketing segment with a focus on marketing agencies and the chief marketing officer (CMO).

Table 1
CRM Software Spending by Vendor, Total Software Revenue Worldwide, 2015 (Millions of Dollars)

Company	2015 Revenue	2015 Market Share (%)	2014 Revenue	2014 Market Share (%)
Salesforce	5,170.9	19.7	4,268.5	18.2
SAP	2,684.4	10.2	2,669.0	13.0
Oracle	2,046.5	7.8	2,119.0	9.1
Microsoft	1,141.5	4.3	951.1	4.1
Adobe	936.8	3.6	738.1	3.2
Others	14,307.7	54.4	12,658.3	55.4
Total	26,287.8	100.0	23,404.0	100.0

Source: Gartner (May 2016)

“CRM growth is driven by cloud service revenue, which, in the application space, uses SaaS as the major delivery model,” said Mr. Poulter. “SaaS revenue grew 27 percent year over year, which is more than double overall CRM market growth in 2015. On-premises new license revenue declined 1 percent for the same period.”

Salesforce continued to dominate the CRM market in 2015, with 19.7 percent of the market. Salesforce leads in revenue in the sales and customer service and support (CSS) segments of CRM, and it is now third in revenue in the marketing segment, where it is the fastest-growing segment among the top five.

Spending in North America continued in double digits as this market continued to generate the bulk of revenue (55.7 percent) in the overall CRM market. However, U.S. dollar figures were significantly impacted by currency swings in 2015, especially for those vendors with significant revenue from non-North American markets. Currency impacts typically show that overall EMEA results were down for companies with substantial EMEA revenue when reported in U.S. dollars. Companies that report in euros, such as SAP, show lower CRM growth at 0.6 percent in current U.S. dollars, but in constant currency, they show 12.8 percent growth.

Once again, emerging Asia/Pacific grew the fastest, with growth of 21.9 percent in 2015, closely followed by greater China with 18.4 percent growth. Middle East and North Africa and mature Asia/Pacific both achieved double-digit growth at 10.7 and 10.2 percent, respectively.

Detailed analysis is available in the report “Market Share Analysis: Customer Relationship Management Software, Worldwide, 2015.”

Gartner Says Customer Relationship Management Software Market Grew 13.3 Percent

 Worldwide customer relationship management (CRM) software totaled $23.2 billion in 2014, up 13.3 percent from 20.4 billion in 2013, according to Gartner, Inc.

“Large vendors leveraged their acquisitions to extend their position in new markets and to enrich the depth of their current feature sets in 2014,” said Joanne Correia, research vice president at Gartner. “We saw market consolidation continue, and price wars started quickly as large vendors fought to keep their installed base from moving to other vendors and to stop the descent of their maintenance revenue.”

Overall, the top 10 CRM vendors accounted for more than a 60 percent share in 2014, or $14 billion, growing 14 percent over 2013. The top 10 vendors in 2014 had very little change in ranking compared with 2013. However, with the notable exceptions of Salesforce and Microsoft, most vendors in the top 10 only held their positions or they lost share in 2014 (see Table 1).

Table 1

CRM Software Spending by Vendor, Total Software Revenue Worldwide, 2014 (Millions of Dollars)

Company	2014 Revenue	2013 Revenue	2014 Market Share (%)	2013 Market Share (%)
Salesforce	4,268.5	3,330.2	18.4	16.3
SAP	2,809.4	2,621.3	12.1	12.8
Oracle	2,115.2	2,060.8	9.1	10.1
Microsoft	1,438.6	1,181.8	6.2	5.8
IBM	873.1	792.1	3.8	3.9
Others	11,681.9	10,474.7	50.4	51.1
Total	23,186.7	20,460.9	100	100

Source: Gartner (May 2015)

“Strong demand for software as a service (SaaS) continues, with SaaS accounting for almost 47 percent of total CRM software revenue in 2014,” said Ms. Correia. “This is driven by organizations of all sizes seeking easier-to-deploy and faster-ROI alternatives to modernizing legacy systems, implementing new applications, or providing alternative complementary functionality.”

Buyers’ preference for SaaS and strength in the sales subsegment kept Salesforce in the No. 1 position for the worldwide CRM market and raised the company to the No. 1 position in customer support. Pure-play vendors generally saw strong revenue growth as midsize and large organizations sought to build out digital market and customer experience capabilities. Successful vendors, particularly pure plays, supported user demand for add-on functionality and the transition away from an on-premises model.

Spending in North America and Western Europe continued in double digits as North America continued to generate the bulk of revenue (52.3 percent) in the overall CRM market. These two regions represent 78.6 percent of all CRM software spending, and both saw mid-double-digit growth in 2014. Infrastructure for cloud/SaaS deployments is more mature in these regions, and customer retention and acquisition continue to be main drivers of focused buildouts for major vendors and the on-premises software that is being upgraded.

Emerging Asia/Pacific grew the fastest, with growth of 18.7 percent in 2014, while Eurasia, greater China and Latin America also experienced good growth in the low double digits, even though growth was slower than in 2013 due to economic issues. The Middle East and North Africa and mature Asia/Pacific continued their buildouts and saw healthy growth, while sub-Saharan Africa saw the lowest growth.

More than 23 percent of 2014 CRM spending was in the communications, media and IT services industries because they focus on large groups using call center technologies and have mobile field service and sales organizations. Manufacturing (including consumer packaged goods [CPG]) is not far behind, with companies in this industry using CRM for product and channel management. Third-ranked is banking and securities, in which customer service experiences and upselling to other financial products are core to growth, including through enhanced analytic capabilities.

Detailed analysis is available in the report “Market Share Analysis: Customer Relationship Management Software, Worldwide, 2014.” The report is available on Gartner’s website at http://www.gartner.com/document/3045522.

Gartner: CRM software hoogste prioriteit voor IT bestedingen in 2013-2014

Customer relationship management software zal dit en volgend jaar over de hele wereld de hoogste prioriteit hebben voor extra uitgaven met betrekking tot enterprise applicaties, volgens een onlangs vrijgegeven rapport van onderzoeksbureau Gartner.

De categorie enterprise resource planning (ERP) neemt de tweede plek in voor de office suites op de derde plaats, volgens Gartner.

Organisaties zijn het meest geïnteresseerd in het verhogen van de uitgaven voor CRM-software, omdat ze nu gericht zijn op ‘klantbehoud / tevredenheid en op het aantrekken van nieuwe klanten,’ stelt Gartner. ‘Mobiele en social technologie zijn met name verantwoordelijk voor de grote stijging in CRM-uitgaven. Dit komt door de grote toename van gebruik van mobiele apparaten en apps waarbij veranderingen zelfs sneller plaatsvinden dan binnen sociale netwerken.”

Salesforce.com, binnen de industrie de grootste, onafhankelijke CRM-leverancier, is onlangs begonnen met het aanpassen van haar marktbenadering door haar marketing aanpak rond het thema “customer companies” te positioneren. Ze introduceren nieuwe technologieën bedoeld om haar klanten te helpen bij het ontwikkelen van een meer betekenisvolle en voortdurende relatie met hun klanten, in plaats van alleen lopende verkoop te volgen en marketing campagnes uit te voeren.

Zo’n 60 procent van de Noord-Amerikaanse respondenten zei dat ze de uitgaven aan cloud-diensten en SaaS (software as a service) in de komende jaren flink verhogen, terwijl andere regio’s de voorkeur geven aan single-tenant hosting.

Gartner heeft 1.523 mensen ondervraagd in 13 landen, waaronder Australië, Brazilië, China, Colombia, Duitsland, India, Indonesië, Mexico, Rusland, Singapore, Zuid-Korea, het Verenigd Koninkrijk en de Verenigde Staten. Organisaties hadden ten minste 500 werknemers en besloeg een breed scala van industrieën , met uitzondering van overheidsinstellingen.

Het volledig rapport is te vinden op http://www.gartner.com/DisplayDocument?ref=clientFriendlyUrl&id=2326415

SAP in top drie van meest populaire CRM software

De customer relationship management (crm) softwareoplossing van softwareleverancier Salesforce.com is op dit moment het meest populair. Dat stelt Capterra, adviesbureau op het gebied van softwareselectie, in een infographic. Het bureau heeft crm-softwareoplossingen beoordeeld aan de hand van klanten, actieve gebruikers en aanwezigheid op sociale media. Waar salesforce.com de meeste klanten heeft, heeft SAP volgens Capterra de meeste gebruikers.

De top drie customer relationship management (crm) oplossingen in de markt worden ontwikkeld door de softwareleveranciers Salesforce.com, Sage en SAP. Dat blijkt uit een infographic van Capterra, een adviesbureau op het gebied van softwareselectie. De verschillende softwareoplossingen zijn door het bureau beoordeeld op het aantal klanten, actieve gebruikers en de aanwezigheid op sociale media.

Als er puur wordt gekeken naar het aantal klanten, bestaat de top vijf crm-software uit salesforce.com, Sage, Apptivo, Microsoft Dynamics en Maximizer. Wanneer wordt gekeken naar totaal aantal actieve gebruikers, benoemt het adviesbureau SAP, Zoho, Oracle, Sage en Microsoft Dynamics tot de top vijf.

Op het sociale netwerk Twitter is salesforce.com de partij met de meeste volgers. Op plek twee en drie staan 37signals Highrise en Infusionsoft. Ook op Facebook heeft salesforce.com de meeste likes. Op plek twee en drie staan Zoho en Microsoft Dynamics. Op LinkedIn staat Oracle bovenaan en staan SAP en salesforce.com op plek twee en drie.

Bekijk de infographic hieronder: