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Der Markt für Customer-Relationship-Management-Software ist 2015 weltweit auf 26,3 Millarden US-Dollar gestiegen – laut dem IT-Research und Beratungsunternehmen Gartner ist das ein Anstieg von 12,3 Prozent gegenüber 23,4 Milliarden im Jahr 2014.

»Die Fusions- und Übernahmeaktivität ist im CRM-Markt bereits 2009 sehr hoch. Dies hat sich auch 2015 mit mehr als 30 namhaften Übernahmen fortgesetzt«, erläutert Julian Poulter, Research Director bei Gartner. »Dies hatte zur Folge, dass ein verstärkter Wettbewerb im höheren Preissegment des CRM-Marktes entstand. Entsprechend dem Fokus der globalen Anbieter konnte der Markt weltweit ein gutes Wachstum in allen CRM-Teilmärkten verzeichnen, allerdings nur bei Cloud- oder Software-as-a-Service-Anwendungen(SaaS).

Gartner Says Customer Relationship Management Software Market Grew 12.3 Per Cent
in 2015

STAMFORD, Conn., May 25, 2016 — Worldwide customer relationship management (CRM) software totalled $26.3 billion in 2015, up 12.3 per cent from 23.4 billion in 2014, according to Gartner [1].

»The merger and acquisition activity that began flowing through the market in 2009 continued in 2015, with more than 30 notable acquisitions,« Julian Poulter, research director at Gartner. »This has resulted in increased competition at the top end of the CRM market, with the continued focus of global vendors‘ sales forces driving good growth worldwide in all CRM subsegments, but only for cloud or software as a service (SaaS) applications.«

Overall, the top five CRM software vendors accounted for more than 45 per cent of the total market in 2015 (see Table 1). The top five vendors had very little change in ranking compared with 2014, although Adobe jumped into the No. 5 position, displacing IBM, as it continues to lead the CRM marketing segment with a focus on marketing agencies and the chief marketing officer.

CRM Software Spending by Vendor, Total Software Revenue Worldwide, 2015 (Millions of Dollars)

Source: Gartner (May 2016)

»CRM growth is driven by cloud service revenue, which, in the application space, uses SaaS as the major delivery model,« said Mr Poulter. »SaaS revenue grew 27 per cent year over year, which is more than double the overall CRM market growth in 2015. On-premises new licence revenue declined 1 per cent for the same period.«

Salesforce continued to dominate the CRM market in 2015, with 19.7 per cent of the market. Salesforce leads in revenue in the sales and customer service and support segments of CRM, and it is now third in revenue in the marketing segment, where it is the fastest-growing segment among the top five.

Spending in North America recorded double digits as this market continued to generate the bulk of revenue (55.7 per cent) in the overall CRM market. However, US dollar figures were significantly impacted by currency swings in 2015, especially for those vendors with significant revenue from non-North American markets. Currency impacts typically showed that overall EMEA results were down for companies with substantial EMEA revenue when reported in US dollars. Companies that report in euros, such as SAP, showed lower CRM growth at 0.6 per cent in current US dollars, but in constant currency, they showed 12.8 per cent growth.

Once again, emerging Asia/Pacific grew the fastest, with an increase of 21.9 per cent in 2015, closely followed by greater China with 18.4 per cent growth. Middle East and North Africa and mature Asia/Pacific both achieved double-digit growth at 10.7 and 10.2 per cent, respectively.

[1] Detailed analysis is available in the report »Market Share Analysis: Customer Relationship Management Software, Worldwide, 2015.«

Gartner analysts are discussing CRM trends at the Gartner Customer Strategies & Technologies Summit 2016, taking place through 26^th May in London. Follow news and updates from this event on Twitter at #GartnerCRM.