Press Release

Egham, UK, February 23, 2011 View All Press Releases

Gartner Survey Shows CRM Software Spending Is Expected to See the Largest Increase of all Application Software Markets

Analysts to Discuss CRM Market Trends and Dynamics at Gartner Customer Relationship Management Summit 2011, March 14-15, in London and Gartner Customer 360 Summit 2011, March 30-April 1, Los Angeles

Spending on customer relationship management (CRM) software is expected to see the largest increase of all the application software markets worldwide in 2011, according to a survey by Gartner, Inc. Overall, 31 percent of respondents expect an increase in application software spending in 2011.

In comparing their 2011 fiscal budgets with 2010, 42 percent of survey respondents indicated that they expect to increase spending on CRM in 2011, compared to 39 percent on office suites and 36 percent on enterprise resource planning (ERP), which ranked second and third, respectively.

Gartner conducted an expansive primary research survey of more than 1,500 IT leaders of organizations in 40 countries, which concluded in July 2010. The goal was to determine software spending allocations for IT budgets in 2010 and predictions for 2011.

We’re expecting the CRM market to recover gradually as buyer confidence returns and as businesses begin refocusing on growing revenue as opposed to just reducing costs,” said Hai Hong Swinehart, research analyst at Gartner. “Areas of investment are expected to include the online channel; software as a service (SaaS) -based deployments; and technologies enabling customer loyalty management, cross-sell/upsell opportunities, and more-targeted levels of customer service. Along the way we can expect market shifts as acquisition activity escalates, adoption of SaaS grows, and service providers become a more visible force in the market.”

Ms. Swineheart added that buyers of CRM continue to focus on investments that promote customer retention and enhance the customer experience, and they are increasingly interested in technologies that encourage development of customer communities and social networks. SaaS adoption continues to be a key driver. SaaS within the CRM industry is expected to exceed $4 billion in total software revenue in 2014, representing more than 32 percent of the overall CRM market. Marketing automation remains the market segment with the strongest growth, with the greatest demand coming from campaign and lead management and analytics.

Worldwide application software spending is expected to increase 31 percent in 2011, up 9 percent from last year, and emerging markets are planning for higher budget growth. Asia/Pacific is expected to have the largest increase, at 37 percent in 2011, up from 14 percent growth  last year, followed by Latin America and EMEA showing an increase of 35 and 27 percent in 2011, respectively.

“Overall, the survey indicates a healthy investment trend for application software. Software application vendors should continue to build, fund and invest in software sales and marketing programs as the market is recovering, to maintain customers and expand revenue opportunities,” said Ms. Swineheart. “A market downturn and its aftermath are disrupters that create great marketing and sales opportunities for organisations prepared to take advantage with the right products, market programs and funding.”

For many markets, the greatest new sales opportunities exist within Latin America and Asia/Pacific where “Greenfield” opportunities are prevalent. This trend is not expected to abate. Gartner advises vendors without a direct channel or direct sales to consider expansion into these regions, with the understanding that immediate returns on that investment are unlikely.

Additional information is available in the Gartner report "User Survey Analysis: Application Software Spending, 2010-2011 ". The report is available on Gartner's website at

About Gartner Customer Relationship Management Summit
CRM is entering a new era where the focus is much more on the relationship and less on its management. Driven by social media, a more open, honest and balanced approach is emerging, where organizations listen to and work with their customers to provide mutually beneficial and rewarding relationships. At the Summit, Gartner analysts will provide guidance on how to apply intelligence to customer interactions and become socially aligned and digitally enabled. They will also explore best practices and technology to effectively help organizations use analytics, and achieve lasting improvements in data quality.

The Gartner Customer Relationship Management Summit 2011 will take place March 14-15 at the Lancaster London hotel in London. For further information about the Summit, please visit Event analyst blogs, and tweets related to the event can be found at Members of the media can register for the Summit by contacting Laurence Goasduff, Gartner PR on + 44 (0) 1784 267 7195 or at

Additional information from the event will be shared on Twitter at using #GartnerCRM.

The Gartner Customer 360 Summit 2011 will take place March 30-April 1 in Los Angeles. For further information about the Summit, please visit Event analyst blogs, and tweets related to the event can be found at Members of the media can register for the Customer 360 Summit in Los Angeles by contacting Christy Pettey at


About Gartner

Gartner, Inc. (NYSE: IT) is the world's leading research and advisory company. The company helps business leaders across all major functions in every industry and enterprise size with the objective insights they need to make the right decisions. Gartner's comprehensive suite of services delivers strategic advice and proven best practices to help clients succeed in their mission-critical priorities. Gartner is headquartered in Stamford, Connecticut, U.S.A., and has more than 13,000 associates serving clients in 11,000 enterprises in 100 countries. For more information, visit

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.