“The worldwide CRM market grew from $61.6 billion in 2019. The CRM market grew 12.6% to $69.3 billion in 2020, a strong performance but with wide variations in growth due to pandemic impacts. However, CRM generally continues to thrive and grow above the overall software industry average rates, which were 8.8% in 2020”.
“CRM accounted for the largest share in the overall enterprise software market at 29%”
“Salesforce’s CRM revenue grows by 18.8%, Reaching $13.5 billion In 2020”.
“SAP and Oracle each witnessed a slight decrease in market share to 5.2% and 4.4%, respectively, in 2020, down slightly from 5.7% and 4.7% in 2019”.
Gartner found that “Digital commerce grew at a rate of 17.1%, up from 13.2% growth in the prior year, highlighting the shift to digital”. The research firm also defined a new CRM submarket called Cross-CRM comprised of Customer Data Platform (CDP) and Voice of the Customer (VoC) spending. According to Gartner, “Customer Service and Support (CSS) also continues to be the largest segment in the overall CRM market, accounting for 35.5%share. The following graphic compares the top five vendors’ revenue by subsegments:
Additional interesting insights from Gartner latest CRM market share update include the following:
Five vendors comprise 35.6% of an increasingly fragmented CRM market. “Salesforce, SAP, Oracle, Adobe, and Microsoft jointly held share in the CRM market is at 35.6%, up slightly from 35.2% in 2019, while still leaving a highly fragmented 23% stake for 81 named vendors (that we track in market share) and 41.5% stake for the remaining large number of other software vendor”s. “Shopify grew 41.5% year on year, a higher rate than the previous year’s 38%”.
Salesforce, Microsoft, and Adobe grew faster than the market in 2020. “Salesforce’s CRM revenue grows by 18.8%, Reaching $13.5 Billion in 2020”. Microsoft’s CRM Revenue grew by 17.5% in 2020. Sales is its largest segment with 61% of its CRM revenue and achieved 13.7% growth, above the sales average growth of 10.9% suggesting Dynamics attractive price point, integrated with Power Platform and Office and as a unified CRM suite, are appealing to buyers”. Adobe is the most significant marketing software vendor with its “CRM revenue totaling $2.4 billion in 2020 (just ahead of Salesforce at $2.35 billion), up from $2.1 billion in 2019”.
$55 billion of 2020 CRM sales were cloud-based, comprising 79.4% of all sales, increasing from $47.7 billion in 2019. Gartner believes that “Cloud growth was slightly slower due to the pandemic, and on-premises software (new license and software support services) still had very small growth of just over 4% up from the previous year”. Vertical market niche-based applications are sold on-premise, including those tailored to the specific needs of banking, financial services, manufacturing, and process industries’ operations.
“North America and Western Europe hold the largest share in the CRM market, with 59.6% and 20.7% stakes, respectively”. According to Gartner, “Mature APAC and Japan emerged as the fastest-growing regions with 19.2% and 17.5% growth rates respectively. Adoption lags in these markets compared with North America and Western Europe, and this higher growth rate shows more investment as companies catch up. At the moment however, Mature APAC and Japan together only account for about 9% of the overall CRM market share”.
Global spending on Customer Service and Support (CSS) grew 12.9% in 2020, down from 14.78% in 2019. “The CSS market saw growth of 12.9% in 2020, down from 14.78% in 2019, reaching $24.6 billion, up from $21.8 billion in 2019”. “The leading vendor in the CSS segment is Salesforce , with $5.3 billion in revenue,with service being its biggest cloud, overtaking sales in 2020”, according to Gartner. The next three top vendors include Genesys, Oracle and Zendesk – with Zendesk replacing SAP at No. 4 Zendesk, achieved revenue of $866 million and a growth rate of 25.1%”.
Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share.
Worldwide spending on customer experience and relationship management (CRM) software grew 15.6% to reach $48.2B in 2018.
72.9% of CRM spending was on software as a service (SaaS) in 2018, which is expected to grow to 75% of total CRM software spending in 2019.
Worldwide enterprise application software revenue totaled more than $193.6B in 2018, a 12.5% increase from 2017 revenue of $172.1B. CRM made up nearly 25% of the entire enterprise software revenue market.
With 19.5% market share, Salesforce has over 2X the CRM sales SAP has and over 3X of Oracle. Salesforce continues to dominate CRM globally, increasing its market share from 18.3% in 2017 to 19.5% in 2018. Adobe is the only other vendor to grow its market share in 2018. Microsoft and SAP successfully held onto to market share while Oracle lost share.
Adobe and Salesforce grew faster than the overall market, increasing CRM revenues 21.7% and 23.2% respectively. Adobe’s CRM sales jumped from $2B in 2017 to $2.4B in 2018. Salesforce CRM revenues increased from $7.6B in 2017 to $9.4B in 2018, growing the fastest of all competitors in this market. SAP grew 15.5% between 2017 and 2018, just below the overall market growth of 15.6%. Microsoft (15%) and Oracle (7.1%) grew slower than the market. The following graphic compares growth rates between 2017 and 2018.
Adobe dominates the marketing subsegment of CRM with 19% market share in 2018. Salesforce has 11.7% of the marketing subsegment, followed by IBM (5.7%), SAP (4%), Oracle (3.6%) and HubSpot (3.4%). Gartner estimates the marketing subsegment was a $12.2B market in 2018, increasing from $10.3B in 2017, achieving 18.8% growth in just a year.
Eastern and Western Europe were the fastest growing regions at 19.7% and 17.5% respectively. North America and Western Europe were the largest two regions with North America growing at 15.2% to reach $28.1B in revenue.
Worldwide customer relationship management (CRM) software totaled $26.3B in 2015, up 12.3% from $23.4B in 2014.
SaaS revenue grew 27% yr-over-yr, more than double overall CRM market growth in 2015.
Asia/Pacific grew the fastest of all regions globally, increasing 9% 2015, closely followed by greater China with 18.4% growth.
These and many other insights into the current state of the global CRM market are from Gartner’s Market Share Analysis: Customer Relationship Management Software, Worldwide, 2015 (PDF, client access) published earlier this month. The top five CRM vendors accounted for 45% of the total market in 2015. Salesforce dominated in 2015, with a 21.1% annual growth rate and absolute growth of over $902M in CRM revenue, more than the next ten providers combined. Gartner found that Salesforce leads in revenue in the sales and customer service and support (CSS) segments of CRM, and is now third in revenue in the marketing segment. Gartner doesn’t address how analytics are fundamentally redefining CRM today, which is an area nearly every C-level and revenue team leader I’ve spoken with this year is prioritizing for investment. The following graphic and table compare 2015 worldwide CRM market shares.
Adobe, Microsoft, and Salesforce Are Growing Faster Than The Market
Adobe grew the fastest between 2014 and 2015, increasing worldwide sales 26.9%. Salesforce continues to grow well above the worldwide CRM market average, increasing sales 21.1%. Microsoft increased sales 20% in the last year. The worldwide CRM market grew 12.3% between 2014 and 2015.
Analytics, Machine Learning, and Artifical Intelligence Are The Future Of CRM
Advanced analytics, machine learning and artificial intelligence (AI) will revolutionize CRM in the next three years. Look to the five market leaders in 2015 to invest heavily in these areas with the goal of building patent portfolios and increasing the amount of intellectual property they own. Cloud-based analytics platforms offer the scale, speed of deployment, agility, and ability to rapidly prototype analytics workflows that support the next generation of CRM workflows. My recent post on SelectHub, Selecting The Best Cloud Analytics Platform: Trends To Watch In 2016, provides insights into how companies with investments in CRM systems are making decisions on cloud platforms today. Based on insights gained from discussions with senior management teams, I’ve put together an Intelligent Cloud Maturity Model that underscores why scalability of a cloud-based analytics platform is a must-have for any company.