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
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