CRM Switch conducted a survey of 752 employees from different U.S.-based companies in order to determine the relative market share of each of the popular CRM systems. The overall results of the survey had a margin of error of ±3.6%.
Survey responses were collected the week of April 22, 2013. We also asked respondents to identify which of three categories of full time employee count that their company fell into.
The job categories of those surveyed included sales, marketing and project management.
2013 CRM Market Share Leaders
The main question we asked in the survey was “What is your organization’s primary CRM system?”
Respondents were presented with a list of popular CRM systems from which to choose. Respondents could also select a choice of “Other” and provide specifics. Almost 35% of those surveyed responded with “Other”. Of the 490 respondents who identified one of the listed CRM systems as their company’s primary CRM system, the following was the distribution, across all sizes of company:
Some of the detail provided by respondents under the Other selection included:
• their organization has a custom built CRM system
• their organization does not have a CRM system
• they did not know, by name, what their organization uses for CRM
• employees use Microsoft Outlook as their “CRM system”
• their organization uses a fundraising system, a professional services automation system or some other point solution as their CRM system
• their organization uses an industry vertical CRM system
U.S. CRM Market Share by Company Size
In each of three ranges of employee count, we compared the top five responses for the range. The percentages shown are relative to the other four systems in the top five for each range.
1 – 100 Employees
101 – 1,000 Employees
Over 1,000 Employees
CRM Market Share by U.S. Census Region
The following charts show the CRM market share for all listed CRM systems, segmented by U.S. census region.
Overall CRM Survey Observations
Salesforce continues its market dominance across organizations of all sizes. It also has a remarkably consistent CRM market share across different sized organizations when compared to the four other leading systems in each employee count category. While salesforce.com only recently became the #1 CRM vendor globally, based on the data, it has had that #1 position well in hand in the U.S. for some time.
Salesforce has greater market share in the West and the South compared to the Midwest and the Northeast.
While Microsoft Dynamics CRM is #2 in overall CRM market share, it’s greatest relative share is in organizations with 100 or fewer employees. Microsoft CRM stacks up better against Salesforce in the Midwest and the Northeast than in the West and the South.
At CRM Switch, we have rarely seen Oracle and SAP considered as standalone systems by CRM buyers, so the relatively high market share of these two solutions is likely tied to the inclusion of CRM in the interdepartmental software offerings from these vendors.
Veteran applications SalesLogix and ACT!, recently acquired from Sage by SwiftPage, are hanging tough in positions five and six, overall. Collectively, SwiftPage has an approximately 8.6% market share among the listed CRM systems. SalesLogix has its greatest relative market share in organizations that have between 101 and 1,000 employees. ACT! has its greatest relative market share in organizations with 100 or fewer employees.
Despite the fact that, at CRM Switch, we have witnessed a very high market awareness of Sugar, and despite the fact that Sugar is generally regarded as being a mature, feature rich application, only eight of the 490 people who selected one of the listed CRM systems identified Sugar as their company’s primary CRM system. This suggests that SugarCRM has an opportunity to improve on execution with respect to new customer acquisition and/or customer retention.
While it’s still early in the game for Nimble, they clearly have an opportunity to parlay their strong, early marketing efforts into more new customers.