Executive Summary
The midmarket customer relationship management (CRM) sector is in a state of flux. Although it is still important to offer the core marketing, sales, and customer support functionality endemic to midmarket CRM deployments, customer expectations are evolving. End user organizations require greater flexibility than ever, and they need their CRM system to better consume, analyze, and provide insights from a much wider set of data sources than what is within the CRM system itself.
This report reveals how CRM innovators are now providing more-composable applications, built on no-code/low-code platforms, that enable the system to be configured and customized with fewer IT resources than previously required. At the same time, embedded generative and agentic artificial intelligence (AI) tools are driving more data insights as well as automating common key processes to drive both user activity and adoption. Also, integration tools are becoming easier to manage, making it simpler for midmarket firms to create a more inclusive, 360-degree view of the customer and to power AI initiatives.
For end users, high composability coupled with seamless AI integration equals lower costs, lower project complexity, and higher adoption. This all translates to lower total cost of ownership and subsequently higher return on project investment.
The winning providers in the midmarket CRM space will be the ones that offer the highest levels of composability, the most purpose-built and seamlessly embedded AI tools, and the ability to consume and make use of unstructured and semistructured data to drive AI-powered automation and optimize the decision-making process for all CRM stakeholders.
