Gartner Research

Gartner Magic Quadrant for CRM Lead Management


Acquiring customers requires deep insight into business buyers’ motivations and behaviors to drive relevance and conversion, and to deliver growth. Application leaders must work jointly with marketing and sales teams to assess the right lead management applications for their organization.

Published: 17 August 2020

ID: G00463456

Analyst(s): Ilona Hansen , Julian Poulter , Noah Elkin , Christy Ferguson

Table Of Contents

Market Definition/Description

Magic Quadrant

  • Vendor Strengths and Cautions
    • Acoustic
    • Act-On
    • Adobe
    • Creatio
    • Freshworks
    • HubSpot
    • Microsoft
    • Oracle
    • Pega
    • Resulticks
    • Salesforce
    • SAP
    • SugarCRM
    • Zoho
  • Vendors Added and Dropped
    • Added
    • Dropped

Inclusion and Exclusion Criteria

  • Technology
    • Honorable Mentions

Evaluation Criteria

  • Ability to Execute
  • Completeness of Vision
  • Quadrant Descriptions
    • Leaders
    • Challengers
    • Visionaries
    • Niche Players
  • How Should You Use This Magic Quadrant?


  • What Is CRM Lead Management?

Market Overview

  • COVID-19 Impact
  • Virtual Reality
  • Voice Search
  • How Is the Market Evolving?

Gartner Recommended Reading

  • Ability to Execute
  • Completeness of Vision

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.