Top 10 CRM Software Vendors and Market Forecast 2015-2020

Worldwide CRM Applications Market to reach $25.2 billion by 2020, compared with $24.0 billion in 2015 at a compound annual growth rate of 1.7%.


In 2015, the top 10 CRM software vendors accounted for nearly 51% of the global CRM applications market which grew 2% to approach nearly $24 billion in license, maintenance and subscription revenues.

Last year Salesforce led the pack with 21% market share and $5.1 billion in CRM product revenues, riding on a 21% jump in subscription revenues. Oracle was No. 2 achieving 6% share, SAP was the third at 5% and Adobe Systems and Microsoft were fourth and fifth place with 4% and 4%, respectively.

Top 10 CRM Software Vendors & 2015 CRM Applications Market Shares
Top 10 CRM Software Vendors & 2015 CRM Applications Market Shares

Through 2020, the CRM applications market is expected to reach $25.2 billion by 2020, compared with $24.0 billion in 2015 at a compound annual growth rate of 1.7%.

Exhibit 2: Worldwide CRM Software Market 2015-2020 Forecast, $B
Year201520202015-2020 CAGR, %

Source: Apps Run The World, June 2016

CRM Market Definitions And Forecast Assumptions

Customer Relationship Management includes applications for sales force automation, marketing automation, customer service and support management such as email automation. Social Media Management, Customer Experience Management, Activity and Participant Management are among some of the newly available CRM applications available via Cloud delivery.

As Salesforce aims to expand with price hikes, enlarged ecosystem and recommitment to its SFA roots, seismic shifts are driving a wedge among key vendors within customer service and marketing automation segments as restructuring moves dim outlook of incumbents.

Top 10 CRM Software Vendors

Here are the rankings of the top 10 CRM software vendors in 2015 and their market shares.

RankVendor2014 CRM Apps Revenues, $M2015 CRM Apps Revenues, $MYoY Growth2015 CRM Market Share, %Recent Developments
1Salesforce Subscribe Subscribe21%21%In May 2016, Salesforce acquired Demandware for $2.8 billion, the biggest purchase in its history, bolstering its eCommerce and retail applications offerings. Demandware’s revenues will be counted toward Salesforce’s Commerce Cloud.
2Oracle Subscribe Subscribe3%6%Oracle continues to post robust results with its CX Cloud, securing thousands of CX customers including 834 in its latest quarter.
3SAP Subscribe Subscribe23%5%In May 2016, SAP ramped up its Digital offerings with Digital Consumer Insight data service, which leverages mobile network data to help marketers pinpoint physical customer behavior and develop effective CRM strategies to respond to buyer preferences and demographic shifts at a moment’s notice.
4Adobe Systems Subscribe Subscribe16%4%In May 2016, Adobe acquired Livefyre, a content curation and audience engagement developer that gives brands access to billions of pieces of user generated content that can be streamed in real-time right to their sites, ads, emails, TV, digital billboards, and apps.
5Microsoft Subscribe Subscribe-5%4%Microsoft readies the Fall 2016 launch of Dynamics 365, its next-generation Cloud CRM and ERP that shares a common data model with its popular Office 365, optimizing experience for hundreds of millions of Office users and improving their workflow in the enterprise.
6Genesys Telecommunications Laboratories Subscribe Subscribe7%3%In July 2016, Genesys received a $900 million investment from PE firm Hellman & Friedman. After the sale, Permira, Technology Crossover Ventures, and other investors remain majority owners of Genesys.
7Verint Systems Inc. Subscribe Subscribe15%3%Projects flat FY17 with declines in security intelligence unit offset by single-digit growth in enterprise sales.
8Nice Systems Subscribe Subscribe8%3%Nice acquired InContact for $940 million in May 2016 after InContact bought intellectual property around advanced analytics from Attensity and AC2 for workforce optimization.
9IMS Health Subscribe Subscribe1%1%Acquired Cegedim CRM apps in 2014.
10Constant Contact Subscribe Subscribe10%1%Acquired by Endurance, a hosting company, for $1.1 billion in 2015.
Subtotal Subscribe Subscribe13%51%
Other Subscribe Subscribe-8%49%
Total Subscribe Subscribe2%100%

Source: Apps Run The World, June 2016

Exhibit 4 shows the enterprise applications market by functional area. The highest growth functional markets revolve around smaller segments like eCommerce, Enterprise Performance Management, Sales Performance Management and Treasury and Risk, where first movers remain less established than those that for decades have been entrenched in functional areas like ERP, CRM and PLM.

Exhibit 4: Worldwide Enterprise Applications Market Forecast 2015-2020, By Functional Market, $M

Exhibit 4 Worldwide Enterprise Applications Market Forecast 2015-2020, By Functional Market, $M
Exhibit 4 Worldwide Enterprise Applications Market Forecast 2015-2020, By Functional Market, $M

CRM Win/Loss Analysis As Part Of Enterprise Applications Buyer Insight Customer Database

On the buyer side, customers are investing in CRM  applications based on new features and capabilities that are expected to replace their existing legacy systems. In many cases, competitive upgrades and replacements that could have a profound impact on future market-share changes will become more widespread.

Since 2010, our global team of researchers have been studying the patterns of the latest CRM software purchases by customers around the world, aggregating massive amounts of data points that form the basis of our forecast assumptions and perhaps the rise and fall of certain vendors and their products on a quarterly basis.

Updated continuously, our database features extensive CRM win/loss analysis. Each year our research team identifies tens of thousands of these customer wins and losses from public and proprietary sources.

The research results are being incorporated into regular updates in our Enterprise Applications Buyer Insight Customer Database. You can access the Quarterly Win/Loss Analysis Scoreboard and our Enterprise Applications Buyer Insight Customer Database by becoming a subscriber.


VendorCustomer WinIndustryNo. of employeesRevenue, $MOld ProductNew ProductWins in
Adobe SystemsEtihad AirlinesAirlines & Aviation197007600Legacy SystemAddobe Marketing Cloud4Q15
Adobe SystemsFnac GroupRetail141004410Oracle SiebelAdobe Neolane1Q16
Adobe SystemsHome DepotRetail37100083176Adobe OmnitureAddobe Marketing Cloud4Q15
Adobe SystemsMGM Resorts InternationalHospitality620009200Legacy SystemAddobe Marketing Cloud1Q16
Adobe SystemsNissanAutomotive152400118850Legacy SystemAddobe Marketing Cloud1Q16
Adobe SystemsNissan Motor Co., Ltd.Automotive1429251750000Legacy SystemAdobe Neolane1Q15
Adobe SystemsSouthwest AirlinesAirlines & Aviation4958319820Salesforce CRMAddobe Marketing Cloud2Q16
AquitemInVivoWholesale Distribution84005700Klee CommerceAquitem Zefid3Q15
ConecteoCristal UnionConsumer Products22001930Legacy SystemConecteo4Q15
Constant ContactAssociation For Neighborhood and Housing DevelopmentCivic & Social Organization102Legacy SystemConstant Contact Email Marketing3Q15
Constant ContactBitterman Family ConfectionsFood & Beverages4011Legacy SystemConstant Contact Email Marketing1Q15
Constant ContactInternational Franchise Association (IFA)Government Relations20020Legacy SystemConstant Contact for Franchise1Q15
Constant ContactKBB SalonProffesional Services101Legacy SystemConstant Contact Email Marketing3Q15
Constant ContactLinchris Hotel CorporationHospitality600100MailChimpConstant Contact Email Marketing3Q15
GenesysBosch Service SolutionsOutsourcing5000900Legacy SystemGenesys Customer Experience Platform3Q15
GenesysDrones Etc.Consumer Electronics215Legacy SystemGenesys Customer Experience Platform4Q15
GenesysEmerson EcologicsHealth, Wellness and Fitness13015In-House Legacy CRMGenesys Customer Experience Platform3Q15
GenesysEnrollment Resources GroupInsurance20025In-House Legacy CRMGenesys Customer Experience Platform2Q15
GenesysInfoArmorInformation Technology and Services808Legacy SystemGenesys Customer Experience Platform1Q16
IMS HealthServier RussiaPharmaceuticals212004300CegedimNexxus Mobile Intelligence CRM1Q16
IMS HealthUCBPharmaceuticals75004200CegedimNexxus Suite3Q14
IMS HealthValeant PharmaceuticalsPharmaceuticals168008263ATLAS CRMNexxus Mobile Intelligence CRM1Q16
IMS HealthVAYA PharmaConsumer Goods12015Legacy SystemNexxus Mobile Intelligence CRM1Q16
MicrosoftAirbus GroupAerospace and Defense13657474000Legacy SystemMicrosoft Dynamics CRM1Q16
MicrosoftBaltimore OriolesSport239500Legacy SystemMicrosoft Dynamics CRM Online1Q16
MicrosoftBanque Française MutualisteBanking17207Legacy SystemMicrosoft Dynamics CRM4Q15
MicrosoftIngram MicroWholesale Distribution2170042000Salesforce CRMMicrosoft Dynamics CRM2Q15
MicrosoftInternational Chamber of CommerceInternational Trade and Development50400In-House Legacy CRMMicrosoft Dynamics CRM4Q15
MicrosoftLANXESS S.A.S.Wholesale Distribution162009020Legacy SystemMicrosoft Dynamics CRM1Q15
MicrosoftNAS BrokerFinancial Services550Legacy SystemMicrosoft Dynamics CRM4Q15
MicrosoftNexus Energy SystemsRenewables & Environment757Legacy SystemMicrosoft Dynamics CRM Online1Q16
MicrosoftPaprec, Paprec RecyclageUtilities42501100Legacy SystemMicrosoft Dynamics CRM1Q15
MicrosoftVM MatériauxWholesale Distribution2700650Legacy SystemMicrosoft Dynamics CRM1Q15
MiraklLudendo GroupeRetail3500800Legacy SystemMirakl1Q15
Nice SystemsAmerican SupportOutsourcing50030Legacy SystemNICE Workforce Management1Q16
Nice SystemsAsurionInformation Technology and Services150006000LivePersonNICE Real-Time1Q16
Nice SystemsHermes Group UKLogistics and Supply Chain120002500Legacy SystemNICE Workforce Management4Q15
Nice SystemsLong Term Care PartnersInsurance25020Legacy SystemNICE Workforce Management1Q16
Nice SystemsOi Telecom GroupTelecommunications2000012000Legacy SystemNICE Workforce Management1Q16
OracleAbu Dhabi Food Control AuthorityFood & Beverages45060Legacy SystemOracle Siebel4Q15
OracleCLK EnerjiOil & Energy20080Legacy SystemOracle Utilities – CRM1Q16
OracledunnhumbyMarketing and Advertising20001500Salesforce CRMOracle Marketing Cloud1Q16
OracleDX MarketingMarketing and Advertising10010Legacy SystemOracle Marketing Cloud3Q15
OraclePfizerPharmaceuticals7830048850Legacy SystemOracle Siebel Clinical Trial Management2Q16
OracleSopra SteriaHigh Tech380004200Legacy SystemOracle Siebel3Q15
OracleCarrefourRetail365000113960Legacy SystemOracle Siebel4Q15
SageVeolia GroupUtilities17900035500Legacy SystemSage CRM1Q16
SalesforceAAMCOAutomotive650250FranConnectSalesforce CRM1Q16
SalesforceClarins GroupConsumer Products10000350Adobe CampaignSalesforce CRM4Q15
SalesforceEncyclopaedia BritannicaPublishing40015Oracle SiebelSalesforce CRM4Q15
SalesforceENGIEUtilities15290083350SAP CRM, IBM UnicaSalesforce CRM2Q15
SalesforceIKEA GroupRetail13900029090Legacy SystemOracle RightNow Service Cloud4Q15
SalesforceLesaffreConsumer Products77001710SAP CRMSAP Cloud for Customer3Q15
SalesforceMinerFacilities Services550150Legacy SystemSalesforce CRM2Q16
SalesforceNeopostHigh Tech62001300Oracle SiebelSalesforce CRM4Q15
SalesforceNissan Motor Co., Ltd.Automotive1429251750000Oracle SiebelSalesforce CRM1Q15
SalesforceST MicroelectronicsHigh Tech494508082Legacy SystemSalesforce CRM4Q15
SalesforceVirgin MediaTelecommunications140006000Oracle SiebelSalesforce CRM2Q16
SalesforceWestern UnionFinancial Services100005500Legacy SystemSalesforce CRM3Q15
SAPH&MRetail13200018370Legacy SystemSAP CRM3Q15
SAPJohns Manville Europe GmbHBuilding Materials70002500Salesforce CRMSAP CRM4Q15
SAPLampirisUtilities5001750SAP CRMSAP Cloud for Customer1Q16
SAPMohawk DurkanTextiles340007800Legacy SystemSAP Cloud for Customer4Q15
SAPPrimeSourceBuilding Materials1200500Legacy SystemSAP Cloud for Customer4Q15
SAPRAK CeramicsBuilding Materials15000850Legacy SystemSAP CRM3Q15
SAPVivendiUtilities6000025500Legacy SystemSAP CRM2Q15
Verint Systems Inc.BarclaysBanking and Financial Services12940033000Legacy SystemVerint Engagement Management1Q15
Verint Systems Inc.Insurance Australia Group (IAG)Insurance150007390KANA EnterpriseVerint Engagement Management2Q16
Verint Systems Inc.Scottish Power Energy NetworksUtilities92006590Legacy SystemVerint Engagement Management1Q15
Verint Systems Inc.TescoRetail50000080850Legacy SystemVerint Engagement Management1Q15
Verint Systems Inc.Western UnionFinancial Services100005500Legacy SystemVerint Engagement Management1Q15

Source: Apps Run The World, August 2016

Further Readings

An expanded version of this report covers the top 135+ CRM Software vendors, offering in-depth analysis of the market dynamics, vendors’ Strengths, Customers, Opportunities, Risks and Ecosystems as well as their ability to gain Shares (SCORES) within their respective space. We also offer win-loss analysis of the quarterly wins of these top vendors and whether incumbents and upstarts pose any real threat to their standing amid shifting market requirements and user preferences.

More Enterprise Applications Research Findings

Based on the latest annual survey of 3,000+ enterprise software vendors, Apps Run The World is releasing a number of dedicated reports, which profile the world’s 500 largest Enterprise Applications Vendors (Apps Top 500) and the world’s 500 largest Cloud Applications Vendors (Cloud Top 500) ranked by their 2014-2015 product revenues.

Their 2015 results are being broken down, sorted and ranked across 16 functional areas(from Analytics to Treasury and Risk Management) and by 21 vertical industries(from Aerospace to Utility), as shown in our Taxonomy. Further breakdowns by subvertical, country, company size, etc. are available as custom data cuts per special request.

Research Methodology

Each year our global team of researchers conduct an annual survey of thousands of enterprise software vendors by contacting them directly on their latest quarterly and annual revenues by country, functional area, and vertical market. We supplement their written responses with our own primary research to determine quarterly and yearly growth rates, In addition to customer wins to ascertain whether these are net new purchases or expansions of existing implementations.

Another dimension of our proactive research process is through continuous improvement of our customer database, which stores more than one million records on the enterprise software landscape of over 100,000 organizations around the world. The database provides customer insight and contextual information on what types of enterprise software systems and other relevant technologies are they running and their propensity to invest further with their current or new suppliers as part of their overall IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.

The result is a combination of supply-side data and demand-generation customer insight that allows our clients to better position themselves in anticipation of the next wave that will reshape the enterprise software marketplace for years to come.