Top 10 CRM Software Vendors, Market Size and Market Forecast 2018-2023

Worldwide CRM Applications Market to reach $40.2 billion by 2023, compared with $34.9 billion in 2018 at a compound annual growth rate of 2.8%.


In 2018, the top 10 CRM software vendors accounted for nearly 62.4% of the global CRM applications market which grew 12.6% to approach nearly $34.9 billion in license, maintenance and subscription revenues.

Last year Salesforce led the pack with a 30.9% market share riding on a 25% jump in CRM revenues. Adobe was #2, followed by Oracle, SAP and Microsoft.

We ask the simple question: Who’s buying CRM applications from whom and why? And we provide the answers – supported by decades of research – to our clients around the world. (Sample from our Apps Database)

Exhibit 1 - 2018 CRM Applications Market Shares Split By Top 10 CRM Vendors and Others
Exhibit 1 – 2018 CRM Applications Market Shares Split By Top 10 CRM Vendors and Others

Through our forecast period, the CRM applications market size is expected to reach $40.2 billion by 2023, compared with $34.9 billion in 2018 at a compound annual growth rate of 2.8%.

Exhibit 2: Worldwide CRM Software Market 2018-2023 Forecast, $M
Year201820232017-2022 CAGR, %

Source: Apps Run The World, December 2019

Top 10 CRM Software Vendors

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.

Here are the rankings of the top 10 CRM software vendors in 2018 and their market shares.

RankVendor2017 CRM Apps Revenues, $M2018 CRM Apps Revenues, $MYoY Growth2018 CRM Market Share, %Recent Developments
1Salesforce Subscribe Subscribe25,0% SubscribeSalesforce revved up its expansion by acquiring Tableau for $15.7 billion in 2019, a little over a year after it bought MuleSoft for $6.5 billion.
2Adobe Subscribe Subscribe23,7% SubscribeAdobe acquired Marketo for marketing automation and Magento for eCommerce as it pivots from content to CRM and aims to unseat Salesforce.
3Oracle Subscribe Subscribe4,2% SubscribeOracle Digital Assistant is reshaping its CX offerings by enabling conversational AI for retailers to engage with customers using voice commands.
4SAP Subscribe Subscribe4,0% SubscribeSpending $8B in its biggest purchase, SAP acquired Qualtrics for survey and experience management apps.
5Microsoft Subscribe Subscribe14,4% SubscribeMicrosoft’s CRM strategy now extends beyond Dynamics 365 to cover Teams for collaboration, Office 365 for content and ERP for back-office integration.
6Genesys Telecommunications Laboratories Subscribe Subscribe7,1% SubscribeGenesys PureCloud for customer engagement and communications, signed deals with more than 600 customers in the first three quarters of 2019, resulting in nearly 2,000 to date.
7Nice Systems Subscribe Subscribe8,5% SubscribeAfter beefing up its CRM strategy with InContact buy, Nice announced X-Sight for financial crime and compliance platform-as-a-service.
8Pegasystems Subscribe Subscribe2,2% SubscribePegaSystems upgraded robotic process automation features for customer service and unveiled T-Switch that offers businesses AI transparency controls to mitigate data risks.
9Verint Systems Inc. Subscribe Subscribe9,7% SubscribeVerint acquired ForeSee for CX measurement, feedback, replay, text analytics, case management, ratings and reviews to expand Verint’s voice of the customer offerings.
10Zendesk Subscribe Subscribe36,6% SubscribeZendesk acquired Base for sales force automation to complement Zendesk’s customer service and support apps.
Subtotal Subscribe Subscribe17,9% Subscribe
Other Subscribe Subscribe4,9% Subscribe
Total Subscribe Subscribe12,6% Subscribe

Source: Apps Run The World, December 2019

Other CRM software providers included in the report are: 8×8, ACI Worldwide, Act-On Software, AdRoll, Amdocs, Ameyo, Apttus, Aspect Software, Aurea, Avaya Inc., Backbase, Bazaarvoice, Blackbaud, BounceX, Capillary Technologies, CAS Software AG, CDK Global, Cision, Clarabridge, Constant Contact, Constellation Software Inc., Cox Automotive, Creatio (formerly bpm’online), CSG Systems International, DealerSocket, Deluxe Corporation, eGain Corporation, Emarsys, Enghouse Interactive Inc., Fiserv, Five9, Freshworks (formerly Freshdesk), Hansen Technologies, Hootsuite, HubSpot, IBM, Infor, InMoment,, Intense Technologies, IQVIA, Keap, Khoros, Knowlarity Communications Pvt. Ltd., Listrak, LiveChat Inc., LiveOps, LivePerson Inc., LogMeIn, Marin Software, Maropost, Maximizer Software Inc., Medallia, Meltwater Group, Mitel, NCR Corporation, Noble Systems, Nuance Communications Inc., Operative, Puzzel, Quadient, Reynolds and Reynolds Company, RingCentral, Rubicon Project, Sage, SAS Institute, Selligent Marketing Cloud, Serenova, ServiceSource, Sprinklr, SugarCRM, Swiftpage, Talkdesk, Thunderhead, TTEC, Twilio, Unify Software and Solutions GmbH & Co. KG., Veeva Systems Inc., Vocalcom, Vonage, Zoho Corp.,

Custom data cuts related to the CRM Applications market are available:

  • Top 200+ CRM Applications Vendors and Market Forecast 2018-2023
  • 2018 CRM Applications Market By Industry (21 Verticals)
  • 2018 CRM Applications Market By Functional Market (16 Markets)
  • 2018 CRM Applications Market By Country (USA + 45 countries)
  • 2018 CRM Applications Market By Region (Americas, EMEA, APAC)
  • 2018 CRM Applications Market By Revenue Type (License, Services, Hardware, Support and Maintenance, Cloud)
  • 2018 CRM Applications Market By Customer Size (revenue, employee count, asset)
  • 2018 CRM Applications Market By Channel (Direct vs Direct)
  • 2018 CRM Applications Market By Product

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 2018-2023, By Functional Market, $M
Exhibit 4 – Worldwide Enterprise Applications Market Forecast 2018-2023, 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 systems 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.

CustomerIndustryEmpl.RevenueCountryVendorNew Product
American Cancer SocietyNon Profit8500$1.20BUnited StatesAdobe SystemsAdobe Marketing Cloud (ex Omniture)
CenturyLinkProfessional Services47000$21.30BUnited StatesAdobe SystemsMarketo
T-MobileCommunication51000$40.32BUnited StatesAdobe SystemsAdobe Experience Manager
Marquette UniversityEducation1100$550.0MUnited StatesBlackbaudBlackbaud CRM
PSA GroupAutomotive184107$75.39BFranceCDK GlobalAutoline Drive DMS
SERE MotorsAutomotive100$58.0MUnited KingdomCDK GlobalAutoline Drive DMS
Air LiquideLife Sciences68000$16.38BFranceMedalliaMedallia Experience Cloud
Driven BrandsAutomotive270$2.10BUnited StatesMedalliaMedallia Experience Cloud
IntegraMed FertilityProfessional Services2200$450.0MUnited StatesMedalliaMedallia Experience Cloud
TUI UK & IrelandLeisure and Hospitality12500$3.20BUnited KingdomMedalliaMedallia Experience Cloud
Zurich Insurance UKInsurance2500$2.19BUnited KingdomMedalliaMedallia Experience Cloud
Arm LimitedProfessional services6250$1.35BUnited KingdomMicrosoftMicrosoft Dynamics CRM
Shropshire CouncilGovernment12000$270.0MUnited KingdomMicrosoftMicrosoft Dynamics 365 Customer Engagement
WhiteWaterManufacturing650$70.0MCanadaMicrosoftMicrosoft Dynamics CRM
ArcadisConstruction and Real Estate27000$3.40BNetherlandsOracleOracle Sales Cloud
City of AlbuquerqueGovernment5854$882.0MUnited StatesOracleOracle Service Cloud (ex RightNow)
City of Fort WayneGovernment1862$280.0MUnited StatesOracleOracle Service Cloud (ex RightNow)
City of San JoseGovernment6600$3.70BUnited StatesOracleOracle Service Cloud (ex RightNow)
Corporate Synergies (CSG)Manufacturing300$80.0MUnited StatesOracleOracle CX Cloud
Fanatics, IncProfessional Services1800$200.0MUnited StatesOracleOracle Marketing Cloud
Fanatics, IncProfessional Services1800$200.0MUnited StatesOracleOracle CX Cloud
Mack TrucksManufacturing2200$300.0MUnited StatesOracleOracle CX Cloud
NRGiGovernment1100$317.0MDenmarkOracleOracle CX Cloud
Perry Ellis International, IncConsumer Packaged Goods2400$875.0MUnited StatesOracleOracle Retail Customer Engagement Cloud
Sacramento CountyGovernment11691$3.50BUnited StatesOracleOracle Service Cloud (ex RightNow)
West Midlands PoliceInsurance10884$728.0MUnited KingdomOracleOracle CX Cloud
Australia and New Zealand Banking GroupBanking and Financial Services50000$14.90BAustraliaPegasystemsPega 7 Platform
Tokio Marine HCCInsurance2500$2.30BUnited StatesPegasystemsPega 7 Platform
Aggregate IndustriesConstruction and Real Estate4100$400.0MUnited KingdomSalesforceSalesforce CRM
Ashley Furniture IndustriesRetail23000$4.00BUnited StatesSalesforceSalesforce Service Cloud
MichelinAutomotive105600$25.06BFranceSalesforceSalesforce Sales Cloud
StocklandConstruction and Real Estate1440$2.60BAustraliaSalesforceSalesforce Sales Cloud
Associated British PortsTransportation2432$550.0MUnited KingdomSAPSAP Cloud for Customer
Atlas CopcoManufacturing36536$11.60BSwedenSAPSAP Cloud for Customer
Ballance Agri-NutrientsRetail728$547.0MNew ZealandSAPSAP Marketing Cloud
Chimelong Group Co. Ltd.Leisure and Hospitality10000$950.0MChinaSAPSAP Cloud for Customer
doTERRARetail2300$1.50BUnited StatesSAPSAP Service Cloud
doTERRARetail2300$1.50BUnited StatesSAPSAP Marketing Cloud
Grupo QAutomotive2400$500.0MEl SalvadorSAPSAP Cloud for Customer
Hampshire County CouncilGovernment7000$938.0MUnited KingdomSAPSAP Cloud for Customer
KENGEEConsumer Packaged Goods3000$500.0MChinaSAPSAP Marketing Cloud
MINISO Co. Ltd.Retail10000$1.80BJapanSAPSAP Cloud for Customer
Office Depot Europe B.V.Professional Services6500$11.60BNetherlandsSAPSAP C/4 HANA
Palladium Hotel GroupLeisure and Hospitality12000$680.0MSpainSAPSAP Marketing Cloud
Pets at HomeDistribution7500$1.11BUnited KingdomSAPSAP Promotion Management for Retail
Scotts Miracle-Gro CompanyConsumer Packaged Goods5500$2.80BUnited KingdomSAPSAP Cloud for Customer
SEA GroupTransportation2900$812.0MItalySAPSAP Marketing Cloud
Sealed AirConsumer Packaged Goods23000$7.03BUnited StatesSAPSAP Cloud for Customer
Signify N.V.Manufacturing32000$7.98BNetherlandsSAPSAP Cloud for Customer
Vestas Wind Systems A/SUtility24351$9.53BDenmarkSAPSAP Cloud for Customer
AppleProfessional Services132000$233.12BUnited StatesSugarCRMSugarCRM
RheemLeisure and Hospitality7000$1.50BUnited StatesSugarCRMSugarCRM
The Whiddon GroupProfessional Services2000$400.0MAustraliaSugarCRMSugarCRM
Virgin Mobile USAProfessional Services600$150.0MUnited StatesSugarCRMSugarCRM
Zaparas LawyersManufacturing130$23.0MAustraliaSugarCRMSugarCRM
EVER PharmaLife Sciences850$100.0MPolandVeeva SystemsVeeva CRM
Merck & CoLife Sciences69000$40.12BUnited StatesVeeva SystemsVeeva CRM
Santhera PharmaceuticalsLife Sciences106$23.0MSwitzerlandVeeva SystemsVeeva CRM

Source: Apps Run The World, January 2019

Further Readings

An expanded version of this report covers the top 200+ 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 2015-2018 product revenues.

Their 2018 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.


  1. A good research about the CRM software in the market. CRM act as the tool which increases the communication between the customer and the management. It helps the marketing team to generate leads and the sales team to convert it into the customers. Because CRM helps to track the customers.

  2. Hi Miso, great stuff. Who are some of the vendors in your ‘other’ category of CRM vendors. The up and comers if you will. Thanks in advance.