Gartner Research

Market Opportunity Map: CRM Marketing and Sales, Worldwide

Published: 22 January 2020

ID: G00464133

Analyst(s): Julian Poulter , Hai Swinehart , Yanna Dharmasthira, Adam Woodyer


Marketing and sales will continue to be the fastest-growing CRM software markets with a combined forecast 13.9% CAGR from 2018 through 2023. Technology general managers can use this note to assess why ABM and sales enablement have high revenue growth and margins within sales and marketing software.

Table Of Contents

Market Opportunity Map


  • Growing With SaaS
  • Sales Is a Mature Segment With Lower Profitability
  • Marketing Segments Lead Growth and Higher Profitability
  • How to Use This Note

Strategic Options

  • The Worldwide Market for Marketing and Sales Software Is Estimated to Reach $27.3 Billion in 2020 With an Overall CAGR of 13.9%
    • Recommendation
  • Sales Enablement Is Growing Strongly, Driving Efficiencies and Performance Improvements From Sales
    • Recommendation
  • Digital Marketing and ABM Offer Strongest Growth Opportunities With CAGRs of 17.1% and 18.2%, Respectively
    • Recommendations
  • Optimize Sales and Marketing Execution With AI
    • Recommendations

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