Top 10 SPM Software Vendors, Market Size and Market Forecast 2020-2025

Worldwide SPM Applications Market to reach $1.79 billion by 2025, compared with $1.57 billion in 2020 at a compound annual growth rate of 2.6%.


In 2020, the top 10 SPM software vendors accounted for nearly 65.1% of the global SPM applications market which grew 12.1% to approach nearly $1.57 billion in license, maintenance and subscription revenues.

Last year SAP led the pack with a 16.5% market share riding on a 2.4% jump in license, maintenance and subscription revenues. Salesforce was #2 followed by PROS Holdings, Xactly, and Conga.

We ask the simple question: Who’s buying SPM 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)

Top 10 SPM Software Vendors, Market Size and Market Forecast 2020-2025
Exhibit 1 – 2020 Sales Performance Management Applications Market Shares Split By Top 10 Sales Performance Management Vendors and Others

Through our forecast period, the Sales Performance Management applications market size is expected to reach $1.79 billion by 2025, compared with $1.57 billion in 2020 at a compound annual growth rate of 2.6%.

Exhibit 2: Worldwide SPM Software Market 2020-2025 Forecast, $M
Year202020252020-2025 CAGR, %

Source: Apps Run The World, December 2021

Top 10 SPM Software Vendors

Sales Performance Management tracks and automates different incentive compensation programs for salespeople as well as other functions specific to inside, outbound and channel sales activities including territory and quota management, account segmentation and scoring, and deal and quote management. SPM applications revenues represent a major contributor to the Human Capital Management market as part of our market sizing exercise.

Incentive compensation gains traction across services sectors with Cloud startups exploiting flexible pricing to gain an upper hand.

Here are the rankings of the top 10 Sales Performance Management software vendors in 2020 and their market shares.

RankVendor2019 Sales Performance Management Apps Revenues, $M2020 Sales Performance Management Apps Revenues, $MYoY Growth2020 Sales Performance Management Market Share, %Recent Developments
1SAP Subscribe Subscribe2.4% SubscribeSAP’s acquisition of CallidusCloud has vaulted SAP to become the No. 1 SPM vendor with more incremental gains after it’s purchase of Qualtrics for Experience Management along with Hybris as the CX anchor for SAP Sales Cloud. Subscribe Subscribe17.9% SubscribeSalesforce has added new CRM features to Sales Cloud planned for release throughout 2022, including new details on Slack integrations, revenue intelligence subscription tools that add Einstein Deal Insights to measure the health of a deal with AI and sales enablement. More than 100,000 customers, and 2 million users around the world rely on the Sales Cloud to help them close deals and improve collaboration.
3PROS Holdings Subscribe Subscribe1.2% SubscribeIn December 2021, PROS acquired EveryMundo, a provider in fare marketing technology for airlines. Together with the Travelaer acquisition, PROS further extends its comprehensive portfolio to enable airlines to transform the traveler’s digital experience across all retail channels.
4Xactly Subscribe Subscribe-13.3% SubscribeIn March 2021, Xactly acquired TopOPPS, a company focused on artificial intelligence (AI), sales pipeline management and forecasting.The combination pairs Xactly’s rich empirical data set and purpose-built AI with TopOPPS’s capabilities in one platform to advance the quality and scope of data-driven decision making throughout the revenue lifecycle. Xactly has a total of 1,6000 customers.
5Conga Subscribe Subscribe6.1% SubscribeIn May 2020, Apttus acquired Conga and takes its name in $715m deal. The combined business becomes one of the biggest players in the Salesforce ecosystem, claiming more than 10,000 enterprise and mid-market customers who bring in annual revenues of $400 million — and adds a new twist to an already tortuous history.
6Cincom Systems Inc. Subscribe Subscribe3.0% SubscribeIn 2020, Cincom launched a new product—CPQSync by Cincom. CPQSync brings the full power to configure products, get pricing and see a quote to your customers in real time. The solution is fully embedded within Microsoft Dynamics 365 for Sales, integrated with Microsoft Dynamics 365 Finance and Microsoft Dynamics 365 Supply Chain and leverages Microsoft Power Platform.
7Anaplan, Inc. Subscribe Subscribe8.9% SubscribeAnaplan delivers a platform for connected and collaborative planning across finance, sales, HR, marketing, IT, and the supply chain. Anaplan for Sales offers Territory & Quota Planning, Sales Forecasting, Incentive Compensation, Account segmentation & Scoring.
8Varicent Subscribe Subscribe14.3% SubscribeIn August 2021, Varicent acquired Concert Finance (Concert), a provider of commissions software designed by compensation experts. The acquisition of Concert Finance fits into Varicent’s strategy to create comprehensive, innovative, and scalable Sales Performance Management portfolio.
9CloudSense Subscribe Subscribe4.0% SubscribeCloudSense is Commerce and Subscriber Management platform, built for high-volume or complex ongoing services. They’re trusted by Communications, Media, and Utility businesses worldwide to launch, sell, and fulfill the entire customer journey on Salesforce. In August 2021, CloudSense released a new version (R34) of its category-defining SaaS platform. CloudSense has taken another step towards helping Communications, Media, and Utility companies.
10Vendavo Subscribe Subscribe2.2% SubscribeIn 2021, Vendavo has secured a major round of strategic investment from Accel-KKR, along with a re-investment by current owner Francisco Partners. Vendavo Sales Optimizer is an AI-enabled SaaS solution that leverages a company’s existing transaction history to recommend products that each customer is most likely to buy.
 Subtotal Subscribe Subscribe3.7% Subscribe 
 Other Subscribe Subscribe32.1% Subscribe 

Source: Apps Run The World, December 2021

Other SPM software providers included in the report are: beqom, CDK Global, Iconixx, Incentives Solutions, InsightSquared, Nice Systems, QuickBase, Performio, Verint Systems Inc., Zuora, and others.

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

  • Top 20+ SPM Applications Vendors and Market Forecast 2020-2025
  • 2020 SPM Applications Market By Industry (21 Verticals)
  • 2020 SPM Applications Market By SPM Segments and Categories
  • 2020 SPM Applications Market By Country (USA + 45 countries)
  • 2020 SPM Applications Market By Region (Americas, EMEA, APAC)
  • 2020 SPM Applications Market By Revenue Type (License, Services, Hardware, Support and Maintenance, Cloud)
  • 2020 SPM Applications Market By Customer Size (revenue, employee count, asset)
  • 2020 SPM Applications Market By Channel (Direct vs Direct)
  • 2020 SPM 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 2020-2025, By Functional Market, $M
Exhibit 4 – Worldwide Enterprise Applications Market Forecast 2020-2025, By Functional Market, $M

Sales Performance Management (SPM) Win/Loss Analysis As Part Of Enterprise Applications Buyer Insight Customer Database

On the buyer side, customers are investing in Sales Performance Management 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 SPM 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 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 ProductCategory
National Business Capital & Services Inc.Banking and Financial Services118$38.0MUnited StatesAmbitionAmbition SPMSPM
PatientPop Inc.Professional Services475$108.0MUnited StatesAmbitionAmbition SPMSPM
Payroc LLCBanking and Financial Services430$118.0MUnited StatesAmbitionAmbition SPMSPM
AmerisourceBergen Corp.Healthcare41000$189.89BUnited StatesCongaConga CPQ (formerly Apttus CPQ)CPQ
CIGNA CorporationHealthcare72226$160.40BUnited StatesCongaConga CPQ (formerly Apttus CPQ)CPQ
Dell Technologies Inc.Manufacturing158000$94.22BUnited StatesCongaConga CPQ (formerly Apttus CPQ)CPQ
ServiceNowProfessional Services670$70.0MNetherlandsHighspotHighspotSPM
ZillowConstruction and Real Estate5249$2.70BUnited StatesHighspotHighspotSPM
American Airlines Group Inc.Aerospace and Defense117400$17.34BUnited StatesNice SystemsNICE Incentive Compensation ManagementIncentive Compensation Management
Medline IndustriesLife Sciences24000$11.70BUnited StatesNice SystemsNICE Incentive Compensation ManagementIncentive Compensation Management
Nationwide Mutual Insurance Co.Insurance25391$41.93BUnited StatesNice SystemsNICE Incentive Compensation ManagementIncentive Compensation Management
Echo Global LogisticsTransportation2527$2.19BUnited StatesOptymyzeOptymyze SPM CloudSPM
First Citizens BankBanking and Financial Services4912$1.38BUnited StatesOptymyzeOptymyze SPM CloudSPM
Office Depot, Inc.Retail38000$10.24BUnited StatesOptymyzeOptymyze SPM CloudSPM
AT&T Inc.Communications226840$171.76BUnited StatesSalesforceSalesforce Sales CloudSPM
Deutsche PostProfessional Services18610$166.14BGermanySalesforceSalesforce Sales CloudSPM
Walgreens Boots Alliance, IncLife Sciences202000$132.51BUnited StatesSalesforceSalesforce Sales CloudSPM
AllianzInsurance150269$126.95BGermanySalesforceSalesforce Sales CloudSPM
AXA GroupInsurance110278$122.48BFranceSalesforceSalesforce Sales CloudSPM
Generali GroupInsurance72621$109.43BItalySalesforceSalesforce Sales CloudSPM
Alexander Dennis LimitedAutomotive2600$813.0MUnited KingdomSales-iSales-i SoftwareSPM
Dodson & Horrell LtdConsumer Packaged Goods92$16.0MUnited KingdomSales-iSales-i SoftwareSPM
IntersurgicalManufacturing3000$295.0MUnited KingdomSales-iSales-i SoftwareSPM
Pure Technology Group LtdProfessional Services120$37.0MUnited KingdomSales-iSales-i SoftwareSPM
AnthemInsurance83400$121.87BUnited StatesSAPSAP Sales Cloud (ex CallidusCloud)SPM
Kaiser PermanenteLife Sciences217000$88.70BUnited StatesSAPSAP Sales Cloud (ex CallidusCloud)SPM
GEICOInsurance40000$35.09BUnited StatesSAPSAP Sales Cloud (ex CallidusCloud)SPM
Wolters KluwerProfessional Services18785$5.58BNetherlandsSAPSAP Sales Cloud (ex CallidusCloud)SPM
HCL TechnologiesProfessional Services16000$5.00BUnited StatesSAPSAP Sales Cloud (ex CallidusCloud)SPM
SAS Elis ServicesProfessional Services50000$3.89BFranceSAPSAP Sales Cloud (ex CallidusCloud)SPM
Acquia, Inc.Professional Services150$30.0MUnited KingdomWorkdayWorkday Adaptive Planning for SalesSPM
Winshuttle, LLCProfessional Services55$13.0MUnited KingdomWorkdayWorkday Adaptive Planning for SalesSPM
Cox AutomotiveAutomotive34000$7.00BUnited StatesXactlyXactly ConnectSPM
Opensymmetry, IncProfessional Services172$31.0MUnited StatesXactlyXactly ConnectSPM
PerkinElmer, Inc.Healthcare13000$2.90BUnited StatesXactlyXactly ConnectSPM
Addison Group’Professional Services1350$200.0MUnited StatesXactlyXactly Incent EnterpriseIncentive Compensation Management
ICAEWProfessional Services737$390.0MUnited KingdomXactlyXactly Incent EnterpriseIncentive Compensation Management
ITRS GroupProfessional Services180$20.0MUnited KingdomXactlyXactly Incent EnterpriseIncentive Compensation Management
Proofpoint, IncProfessional Services2613$84.3MUnited StatesXactlyXactly Incent EnterpriseIncentive Compensation Management
Taulia IncProfessional Services220$41.0MUnited StatesXactlyXactly Incent EnterpriseIncentive Compensation Management

Source: Apps Run The World, December 2021

Further Readings

An expanded version of this report covers additional Sales Performance Management 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 2015-2020 product revenues.

Their 2020 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.