Procurement Market Intelligence Report

CRM Software
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CRM Software Global Overview

Definition

Summary

Customer relationship management (CRM) software is designed to manage a company's sales and marketing efforts, as well as customer and technical support processes. CRM software systems generally come with tools to track activities, manage and analyze customer data, and oversee workflows and processes. This software is used to improve business relationships, increase sales, and maintain customer retention. As such, the typical buyers of CRM software consist of a wide range of business types.

This Report Includes:

  • On-Demand CRM Software
  • Hosted CRM Software

Not in this Report:

  • On-Premises CRM Software
  • Enterprise Resource Planning (ERP) Software

Global CRM Software Procurement Trends

Discover the top international trends affecting procurement in the global CRM Software market.

Warning Trends


The European Union’s Artificial Intelligence (AI) Act enters into force

  • In August 2024, the European Union (EU) began enforcing its new regulation on artificial intelligence. Although EU legislation, the act will have a major effect on global technological companies operating in the AI space, similar to the General Data Protection regulation.
  • The legislation aims to apply a risk-based framework to AI regulation, meaning different AI applications will be treated differently. The law applies a general ban for “unacceptable” uses, such as social scoring and predictive policing.
  • For general-purpose AI models, companies will be required to comply with EU copyright law and intellectual property provisions, carry out regular testing, issue transparency disclosures, and implement adequate cybersecurity protections. For “high-risk” AI applications, such as autonomous vehicles, medical devices, financial services, and biometric identification systems, companies must meet stricter requirements in terms of risk-mitigation systems, documentation, human oversight, and cybersecurity.
  • Companies that breach the AI Act may face fines ranging from 7.5 million euros or 1.5% of global annual revenues to 35.0 million euros or 7.0% of global annual revenues, whichever amount is higher.
  • While the blanket ban on unacceptable systems entered into force in February 2025, most of the obligations do not take effect for a full year. In August 2025, requirements for general-purpose AI will come into effect, and in August 2026, obligations for high-risk AI systems will be enforced.

Neutral


GSA memo asks agencies to review consulting contracts

  • The General Services Administration (GSA) recently issued a memorandum asking government agencies to review their consulting contracts with the ten highest-paid firms. The ten firms are Accenture PLC (Accenture Federal Services), Booz Allen Hamilton Inc., CGI Group Inc. (CGI Federal), Deloitte Touche Tohmatsu (Deloitte Consulting), General Dynamics Corporation (General Dynamics IT), Guidehouse Inc., Huntington Ingalls Industries Inc. (HII Mission Technologies), International Business Machines Corporation (IBM), Leidos Holdings, Inc., and Science Applications International Corporation, Inc. (SAIC).
  • The memo states that agencies are strongly encouraged to cut non-essential consulting contracts, providing a list of those intended to be terminated by March 7, 2025. By April 19, 2025, agencies must submit their reviews of non-GSA consulting service contracts.
  • According to the GSA, the ten consulting firms identified are set to receive $65.0 billion in fees in 2025. The Department of Defense (DoD) has stated its intention to terminate or descope contracts non-essential to the DoD’s purposes; some of the largest market players with high-value DoD contracts include Booz Allen Hamilton, Deloitte, and Accenture.
  • According to the Government Accountability Office, in the fiscal year 2023, government agencies spent $478.0 billion on services, with the DoD accounting for $230.0 billion and non-defense agencies accounting for the rest. The DoD spent $21.3 billion on support, professional, and engineering and technical services, while non-defense agencies spent $21.4 billion on professional services, which includes consulting, training, and support services.
  • The Department of Veterans Affairs (VA) initially cancelled 875 contracts (amounting to around $2.0 billion) but has currently paused efforts. However, contract terminations across most agencies are expected to continue.

Positive Trends


The DOJ proposes Google breakup in latest tech antitrust action

  • In August, Google was found guilty of operating as a monopoly and engaging in anti-competitive practices through the operation of its search engine business.
  • In response to this ruling the Department of Justice (DOJ) has stated it will seek a breakup of Google’s business segments, among other similarly harsh penalties. While the actual penalty Google receives must be approved by the judge, the DOJ’s proposed penalties signal a zero-tolerance policy toward tech monopolies.
  • During the last few years, the Federal government has significantly increased its enforcement actions against major technology companies in an effort to contest the high level of market share concentration in this sector.
  • These actions include high-profile anti-trust lawsuits against Amazon, Apple, and Meta, in addition to the case against Google. Consequently, the results of these lawsuits could significantly affect the structure of a wide range of tech markets.

Global CRM Software Market - Suppliers by Region

Country/Region Number of Suppliers
#1 Europe 915
#2 United States 700
#3 China 455

Explore supplier concentration across the globe

We've uncovered the 11 top regions for global procurement, based on feedback from our most strategic clients. Access vendor counts for each unique region when you subscribe.

  • Canada
  • United States
  • Mexico
  • Latin America
  • South America
  • India
  • China
  • Europe
  • Africa & Middle East
  • Australi & New Zealand
  • Oceania & Southeast Asia

2

Geography Drilldown - US & Europe

Average Cost of CRM Software

United States

2026 Market Pricing
$8.00 to $XXX.XX
per user per month

Europe

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Average Price

Prices in the CRM Software market range from $8.00 to $XXX.XX, depending on Tier, Billing Schedule and Number of Users. For example, lower prices are associated with Basic/Standard ($8.00 to $30.00 per user per month) and Advanced/Professional ($16.00 to $150 per user per month), whereas higher prices are associated with Enterprise ($40.00 to $220 per user per month) and Ultimate/Unlimited ($52.00 to $420 per user per month).

Need the scoop on international price trends?

Between our Europe and Canada collections, we provide price data for 350 markets so you can instantly compare prices across borders. Or, use our custom research services for intel on prices in any region across the globe.

CRM Software Category Price Trends

Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the CRM Software market, prices in the US have grown 1.7% from 2022 to 2025. Meanwhile, the recent three-year CAGR for Europe is +1.0%.

United States (2022-2025)

1.7%
Compound Annual Growth Rate

Europe (2022-2025)

1.0%

Compound Annual Growth Rate

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Price trend forecasts are available to subscribers, along with price driver projections and forward-looking cost structure data.

Cost Analysis - Total Cost of Ownership for CRM Software

Total cost of ownership is Medium in the CRM Software market. The average cost of ownership differs depending on the contract but generally includes costs negotiated before the contract begins, costs billed during the contract period and unforeseen costs. For example, unforeseen costs in the form of Downtime may raise the total cost of ownership unexpectedly.

Negotiated Before

Customization

CRM software is often customized to meet the needs of the buyer's sales, marketing, and other internal teams. Buyers should expect to pay for custom options up front, as well as during the life of the agreement should the buyer desire additional custom features.

Installation

Installation costs in this market will be increased by the cost of any necessary hardware and the labor required to install it.

Implementation

Buyers will need to pay for costs related to the software implementation, such as hiring consultants and configuring, testing, and integrating systems.

Billed During

Maintenance

Software maintenance will be a significant expense for buyers, often costing about 15.0% to 20.0% of the software's purchase price each year.

Upgrades

Software suppliers constantly improve their products and roll out new or updated modules and functionalities. Buyers of CRM software should prepare to pay hefty upgrade fees each year to utilize new features.

Support

The cost of support services is an essential expense throughout the software's lifecycle. The cost of providing support is typically incorporated into the software package. However, it may be priced separately (e.g., a separate charge to facilitate access to real-time support). Buyers may face out-of-pocket expenses for on-site troubleshooting and support services when applicable.

Unforeseen

Downtime

CRM software is an essential resource for sales and marketing teams. In the event of significant downtime, buyers may incur indirect costs stemming from the temporary inability to maintain customer loyalty and retention practices.

Obsolescence

CRM software is prone to obsolescence and quickly becomes outdated. Buyers must prepare to replace outdated software in the event that the supplier forces a transition to a new product with more or higher-quality features.

Buyer Power in Procurement Negotiations

In 2026, buyer power amounts to -0.5 in the United States. Buyer power is most positively impacted by Availability of Substitutes. It is most negatively impacted by Price Driver Volatility. Subscribers can access details on eight other factors that impact buyer power. Learn more

United States

-0.5

Europe

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Buyer power forecasts: your glimpse into the future

Develop strategies for the upcoming year and identify unforeseen opportunities for buying now

  • Actionable "Buy Now" and "Buy Later" insights
  • Near-real-time updates to current and forecast Buyer Power Scores
  • Methodology and weightings for Buyer Power Score Components

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Supply Chain Risk

The average level of supply chain risk is assessed as Low, which has a positive impact on buyer power. The level of supply chain risk is affected by industry volatility, barriers to entry, competition, import penetration, regulation and industry financial risk. Buyers in this market can mitigate procurement and supply chain management risks by monitoring risk levels for individual first and second tier suppliers:

1st

Tier Suppliers

  • Intellectual Property Licensing Firms
  • Computer & Packaged Software Wholesalers
  • Computer Manufacturers

2nd

Tier Suppliers

  • Software Publishers
  • Computer Peripheral Manufacturers
  • Semiconductor & Circuit Manufacturers

Biggest CRM Software Suppliers in the US by Revenue

The largest CRM Software vendors by revenue in the US are Sas Institute Inc., Adobe Inc. and Hubspot, Inc. Subscribers can sort and filter by market share concentration, profit level and other factors. Learn more

Supplier Operational Size Headquarters Number of Employees Market Share (%) Market Share Performance (3yr trend) Total Revenue ($ million) Profit Level (%) Risk Level
Salesforce.Com, Inc. Global SAN FRANCISCO, CA >10,000 15-20
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Microsoft Corporation Global REDMOND, US >10,000 5-10
Oracle Corporation Global AUSTIN, CA >10,000 5-10
Sap Se Global WALLDORF >10,000 5-10
Adobe Inc. Global SAN JOSE >10,000 5-10
International Business Machines Corporation Global ARMONK >10,000 < 5
Amdocs Ltd. Global GUERNSEY >10,000 < 5
Sas Institute Inc. Global Cary, NC >10,000 < 5
Hubspot, Inc. Global CAMBRIDGE 1,001-10,000 < 5

Looking for a list of suppliers by country?

Subscribers can access vendor information on Canadian and European suppliers, too. We also offer custom research services to help with vendor sourcing anywhere in the world.

Profit Analysis

The average profit margin across vendors in the CRM Software market is 17.2% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Overhead. The cost trend for this component is rising, when considering movement between 2025 and 2026. To understand cost forecasts for 2027 and uncover the implications on profit, start your subscription. Learn more

Vendor & Supply Chain Analysis

Supply chain risk is low because suppliers rely on very few physical inputs, thereby protecting them from supply shortages and tariffs. This low risk benefits buyers by limiting the likelihood of supply chain disruptions or supply shocks that can prevent continuous access to CRM software.

High switching costs and high levels of product specialization help established companies maintain their buyer bases and market shares. As a result, large and well-known software companies can capture a large portion of the market, while less popular software companies can only capture a fragment, leading to a moderate level of market share concentration.

Healthy profit margins ensure that CRM software suppliers have low financial risk. Being less exposed to high bankruptcy risk, providers are more likely to provide continuous service.

The United States is a net importer of computers, meaning it imports more computers than it exports. While lower manufacturing costs abroad drive down prices for imported computers, relying on imports can lead to potential shortages or price increases if there are supply chain disruptions due to geopolitical tensions, trade disputes, or global crises

Supplier Information

Salesforce.Com, Inc.

Salesforce.Com, Inc. is a public company operating globally in the information and administration, business support and waste management services sectors. The company's offerings include e-mail marketing software, help desk & call center software, website analytics software, sales & marketing software, grants... Subscribe to learn more

Adobe Inc.

Adobe Inc. is a public company operating globally in the information sector. The company's offerings include website analytics software, sales & marketing software, graphics & photo imaging software, video editing software, web content management software. Founded in 1982, the company is currently headquartered... Subscribe to learn more

Microsoft Corporation

Microsoft Corporation is a technology company offering digital technology and artificial intelligence (AI) to businesses and individuals worldwide. It develops cloud-based solutions that deliver customers with software, services, platforms, and content and provides solution support and consulting services.... Subscribe to learn more

Oracle Corporation

Oracle Corporation is a global technology company that provides enterprise information technology (IT) products and services. It comprises three businesses: the Cloud and License business, which offers Oracle Applications, Oracle Database, and Oracle Middleware software offerings, among others, deployed using... Subscribe to learn more

Sap Se

Sap Se is a public company operating globally in the information, professional, scientific & technical services and educational services sectors. The company's offerings include warehouse management systems, travel management software, recruitment software, order tracking software, contract management software.... Subscribe to learn more

Amdocs Ltd.

Amdocs Ltd. is a public company operating globally in the information sector. The company's offerings include sales & marketing software and crm software. Founded in 1982, the company is currently headquartered in ST. PETER PORT with an estimated 30288 employees. Subscribe to learn more

Hubspot, Inc.

HubSpot, Inc. is a cloud-based marketing, sales, and customer service software provider to businesses globally. Its subscription-based platform comprises AI-powered engagement hubs, a Smart customer relationship management product, and a connected ecosystem supporting the customer platform. It also offers... Subscribe to learn more

International Business Machines Corporation

International Business Machines Corporation (IBM) is a global integrated computer technology, hardware, software, and services provider. It organizes its business into four segments: Software segment, which provides software solutions for a hybrid cloud platform, data and artificial intelligence, automation,... Subscribe to learn more

Sas Institute Inc.

Sas Institute Inc. is a private company operating globally in the information sector. The company's offerings include retail planning software, financial analysis software, data management platforms, crm software, data mining software. Founded in 1976, the company is currently headquartered in Cary, North... Subscribe to learn more

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Procurement Management KPIs for the CRM Software Market

Managing vendor performance throughout the contract period is easier when tracking specific key performance indicators (KPIs). For example, buyers should monitor Average Resolution Time and Customer Satisfaction (CSAT). Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on System Availability and other factors.

KPI Level of Importance (1-5) Measurements Key Considerations
Average Resolution Time

Total resolution time

Number of resolved tickets

The average resolution time represents the average amount of time it takes providers to resolve a support ticket.

The average resolution time can be used to determine a company’s support responsiveness.

Fast support responsiveness is important for CRM software buyers because downtime can disrupt buyers' business operations and hinder their ability to support their own customers.

Customer Satisfaction (CSAT)

Number of positive customer responses

Number of customer responses

Customer satisfaction represents customers’ overall satisfaction with a company.

Customer satisfaction can be used to evaluate a company's reputation and determine whether customer improvements are required.

Buyers should monitor customer satisfaction during the course of their contract and address any drastic shifts with their supplier.

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Questions to Ask During Procurement Negotiations

How can I gain leverage during negotiations?

Experience and Expertise

How long has your company been offering CRM systems?

What companies have you recently acquired, and how have acquisitions affected the functionality of your CRM systems?

Installation

What is the average time required to install your CRM software?

Do you provide CRM consultants that install and manage the software on site?

Integration

What relationships or partnerships does your company have with other software publishers?

What computing platform do you use? What software programs are compatible with this computing platform?

The ultimate prep for procurement negotations

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CRM Software RFP Guidelines

What should my RFP include?

Organizational Overview

Buyers should provide details about their organization, including the number of employees, their office location(s), and the industries in which they operate.

Buyers should explain their reasons for purchasing a new CRM software system and the benefits they expect to receive from it.

Statement Of Need

Buyers should state the CRM software features that they require (i.e., the ability to capture contact data and past customer activity, the ability to develop scripts to aid call takers, and the ability to create service request workflows).

Buyers should specify the number of end users that will need software access.

Project Budget

Buyers should specify their budget for the CRM software.

Buyers should request detailed information about available software delivery methods and costs.

The RFP process made easy

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