Go to Market CRM Research

Go to Market CRM Research – Gartner’s 2016 Magic Quadrant for the CRM Customer Engagement Center

Gartner’s, Magic Quadrant for the CRM Customer Engagement Center 2016, analyzes the global market for customer service and support applications for organizations.

There is a growing need from enterprises for cloud-based customer service applications to support agents who engage with customers through multiple channels. Bottomline, no vendor offers a CRM suite that meets all global and cross-industry needs.

Go to Market CRM Research – CRM Customer Engagement Center Definition

Gartner’s market definition for the CRM Customer Engagement Center – the global market for customer service and support applications designed to engage customers through whichever channel they are using when they require assistance.

Gartner’s definition spans a wide range of customer service applications for enterprises with customer engagement centers (CECs) ranging from:

  • Very small (fewer than 20 agents)
  • Average sized (50 agents)
  • Very large (over 20,000 agents)

Gartner believes the core of a CEC to be the case management and problem resolution system. A best-in-class case management system is believed to have a strong ability to create, split, federate, join, assign and escalate cases. The functionalities Gartner evaluated in the CRM Customer Engagement Center Magic Quadrant include those for:

  • Knowledge-enabled service resolution
  • Social media/community management
  • Offer management
  • Interaction assistance tools and service analytics dashboards

Go to Market CRM Research – Gartner’s Key Takeaways

  • Gartner predicts that through 2017, half of enterprises will select SaaS for complex business process support.
  • By 2018, as more applications are built for a cloud-based model, and as vendors deploy data centers in Europe and Asia, SaaS will emerge as an essential selection factor for CRM customer engagement centers in all geographies and for all levels of process complexity.
  • Through 2018, Gartner expects that enterprises will require an ecosystem that contains at least 4 types of product will be required to build the ideal customer engagement center–at the core will core will be an intelligent system for CRM case management.

Go to Market CRM Research – CRM Customer Engagement Center Magic Quadrant

An Image Depicting Go to Market CRM Research - Gartner’s 2016 Magic Quadrant for the CRM Customer Engagement CenterCRM Customer Engagement Center Magic Quadrant – Leaders

  • Salesforce
  • Pegasystems
  • Oracle
  • Microsoft
  • Zendesk

CRM Customer Engagement Center Magic Quadrant – Visionaries

  • Lithium

CRM Customer Engagement Center Magic Quadrant – Challengers

  • SAP

CRM Customer Engagement Center Magic Quadrant – Niche Players

  • Verint
  • bpm’online
  • SugarCRM
  • CRMnext
  • Freshdesk
  • mplsystems
  • Eptica

CRM Customer Engagement Center Magic Quadrant – Dropped

Vendors Added and Dropped

  • Added
  • Dropped

The Software Functionality Weightings for the CRM Customer Engagement Center Magic Quadrant

  • Case management/problem/service resolution (and controls of customer master data): 15%
  • Knowledge solution: 15%
  • Real-time decision support: 10%
  • Support of collaborative online communities: 10%
  • Integrated email, chat (including chat in external mobile apps), collaboration tools: 10%
  • Multi-source search optimization and authoring: 10%
  • Social media engagement and community monitoring: 5%
  • Full support of customers using mobile devices (such as support for mobile messaging, chat and content): 5%
  • Adaptive business rule engine: 5%
  • Support of video libraries and video chat with customers using the Web and mobile devices: 5%
  • Enterprise feedback management: 5%
  • Predictive customer analytics: 5%

Access a copy of Gartner’s CRM Customer Engagement Center Magic Quadrant (registration required) >>


Go to Market CRM Research – Gartner Says Customer Relationship Management Software Market Grew 12.3%

Gartner reported that the global customer research management (CRM) software market totaled $26.3B in 2015 which a 12.3% increase from the $23.4B reported in 2014.

Go to Market CRM Research – Key Takeaways

  • Mergers and acquisitions were strong from 2009 through 2015
  • Competition at the high-end of the CRM market intensifies
  • CRM revenue growth continues strong for SaaS CRM at 27% – more than double overall CRM market growth in 2015
  • On-premise CRM new license revenue dropped 1% in 2015
  • The top 5 CRM software vendors accounted for over 45% of the market in 2015–little change in the pecking order
  • Adobe continues focus on marketing agencies and the chief marketing officer (CMO)

Go to Market CRM Research – CRM Software Spending by Vendor, Total Software Dollars Globally, 2015

Go to Market CRM Research - Gartner Customer Relationship Management Software MarketSalesforce – 2015 revenue of $5.2B, 19.7% CRM market share, 2014 revenue of $4.3B and 18.2% CRM market share

SAP – 2015 revenue of $2.7B, 10.2% CRM market share, 2014 revenue of $2.7B and 13% CRM market share

Oracle – 2015 revenue of $2B, 7.8% CRM market share, 2014 revenue of $2.1B and 9.1% CRM market share

Microsoft – 2015 revenue of $1.1B, 4.3% CRM market share, 2014 revenue of $2.1B and 9.1% CRM market share

Adobe – 2015 revenue of $.9B, 3.6% CRM market share, 2014 revenue of $.7B and 3.2% CRM market share

Others – 2015 revenue of $14.3B, 54.4% CRM market share, 2014 revenue of $12.7B and 55.4% CRM market share

Total CRM Market – 2015 revenue of $26.3B, 100% CRM market share, 2014 revenue of $23.4B and 100% CRM market share

Go to Market CRM Research – Geographies

  • North America represents 55.7% of the overall CRM market and growth continued in the double digits
  • Asia/Pacific CRM market growth was strongest at 21.9% in 2015
  • CRM market growth in China was 18.4%
  • CRM market growth in the Middle East and North Africa was 10.7% and 10.2%, respectively

Read Pragmatic Posts on B2B Marketing >>

Download Go to Market Templates (FREE) >>

View the Go to Market PowerPoint Slide Library >>

Leverage Proven Go to Market Planning Templates >>

Back to Go to Market Research Main >>


Go to Market Planning Templates