Press Release

STAMFORD, Conn., May 6, 2014 View All Press Releases

Gartner Says Customer Relationship Management Software Market Grew 13.7 Percent in 2013

Analysts to Discuss Latest CRM Trends at the Gartner 360 Customer Summit, May 19-21

Worldwide customer relationship management (CRM) software totaled $20.4 billion in 2013, up 13.7 percent from $18 billion in 2012, according to Gartner, Inc. 

"High levels of end-user investment in digital marketing and customer experience initiatives were the primary growth drivers of the market in 2013," said Joanne Correia, research vice president at Gartner. "CRM will be at the heart of digital initiatives in coming years. This is one technology area that will get funding because digital business is critical for companies to remain competitive." 

Strong demand for software as a service (SaaS), which represented more than 41 percent of CRM total software revenue in 2013, was driven from organizations of all sizes seeking easier-to-deploy alternatives to replace legacy systems, implement net-new applications or provide alternative complementary functionality. 

Competition intensified as major players continued to vie for broader market penetration internationally, and more widespread functionality adoption within midsize to large enterprises. The top five CRM vendors accounted for 50 percent of CRM software revenue in 2013. continued to be the largest vendor overall in the CRM market with 16.1 percent of the market (see Table 1). SAP remained in the No. 2 position in the overall CRM space, but is still the leader in terms of revenue and market share for the subsegments of customer service and e-commerce. 

Table 1

CRM Software Spending by Vendor, Total Software Revenue Worldwide, 2013 (Millions of Dollars)




2013 Market

Share (%)

2012 Revenue


Growth (%)



































Source: Gartner (May 2014)

From a regional perspective, Western Europe had strong growth of 15.2 percent in 2013, and North America continued to drive the bulk of the revenue share (52.9 percent) for the overall CRM market. These two regions represent almost 80 percent of all software spending on CRM technologies. In these markets infrastructure for cloud/SaaS deployments are more mature, and customer retention and acquisition continue to be main drivers of the focused build-out for the major vendors and on-premises software that is being upgraded.

The emerging Asia/Pacific and Greater China regions experienced less-aggressive growth, but they still reached double-digit growth rates. The regions are far from maturing, but are impacted by a slowing macroeconomy, and influenced by notable depreciation of some local currencies such as the Indian rupee and the Indonesian rupiah.

The communications, media and IT services vertical industries are the largest spenders on CRM because they focus on large groups using call center technologies. They also invest more to improve analytics-related areas and improve/provide more consistent customer experiences. Manufacturing (including consumer packaged goods) is in second place, with these companies using CRM for product and channel management. Third-ranked is banking and securities, in which customer service and upselling to other financial products are core to growth.

Detailed analysis is available in the report "Market Share Analysis: Customer Relationship Management Software, Worldwide, 2013." The report is available on Gartner's website at

CRM trends will also be discussed at the Gartner Customer 360 Summit 2013 being held May 19-21 in Orlando, Florida. Additional information is available at Members of the media can register by contacting Janessa Rivera at

Information from the Summits will be shared on Twitter at using #GartnerCRM.

About Gartner

Gartner, Inc. (NYSE: IT) is the world's leading information technology research and advisory company. The company delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is the valuable partner to clients in approximately 10,000 distinct enterprises worldwide. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, USA, and has 8,300 associates, including more than 1,800 research analysts and consultants, and clients in more than 90 countries. For more information, visit

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