About This Constellation ShortList™

CRM is a technology that enables organizations to manage relationships by optimizing key customer experience (CX) business processes such as campaign to lead, lead to order, incident to resolution, and purchase to referral. Midmarket organizations typically range from 250 to 1,000 employees and generate between $250 million and $1 billion in annual revenues.

In this midmarket CRM space, buyers typically seek one or more products in a suite to support sales force automation, service and support, marketing solutions, and commerce capabilities. Buyers expect analytics to be pervasive, integrated, and easy to use.

The ability to rapidly deploy templated solutions by industry and geography often separates midmarket solutions from large enterprise solutions. These CRM solutions also come with a lower ownership cost and don’t support as much complexity. Most implementations are completed by regional system integrators (SIs) or value-added resellers (VARs).

Constellation predicts that the overall CRM market will reach $163.2 billion by 2030, at a compound annual growth rate (CAGR) of 12.1%. Midmarket CRM represents 22.2% of the overall market, and Constellation believes that this market will reach $36.18 billion by 2030.

Threshold Criteria

Constellation considers the following key criteria for these solutions:

  • More than two products integrated in the suite, among them:
    - Sales force automation
    - Service and support
    - Marketing
    - Commerce 
  • More than two additional horizontal capabilities available, such as:
    - Analytics and reporting
    - Survey capability
    - Content management
    - Workflow/journey management
    - High-volume email or email provider integration 
  • Office productivity integration 
  • App integration 
  • Customer data platform 
  • Privacy and compliance policy management 
  • Channel integrations (physical, mobile, social, web, messaging, virtual agent) 
  • Orchestration and automation of journeys 
  • AI readiness
    - Operation in more than one major geography: North America, South America, Europe, Middle East, Africa, and Asia Pacific

The Constellation ShortList™

Constellation evaluates more than 10 solution providers categorized in this market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share, and internal research.

  • BREVO
  • HUBSPOT
  • KEAP
  • MICROSOFT DYNAMICS 365
  • NETSUITE CRM
  • SUGARCRM
  • ZENDESK
  • ZOHO CRM

Frequency of Evaluation

Each Constellation ShortList will be updated at least once per year. There could be an update after six months, should the analyst deem it necessary.

Evaluation Services

Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.

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