Procurement Market Intelligence Report
Sales & Marketing Software
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Sales & Marketing Software Global Overview
Definition
Summary
This report is intended to assist buyers of sales and marketing software. This software allows businesses to track clients’ information, forecast commissions, optimize marketing campaigns, and track campaigns across all media channels.
This Report Includes:
- Sales Software
- Marketing Software
- CRM Analytics
Not in this Report:
- Database Management Software
- HR Software
- Hosting Services
Global Sales & Marketing Software Procurement Trends
Discover the top international trends affecting procurement in the global Sales & Marketing 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 Sales & Marketing Software Market - Suppliers by Region
| Country/Region | Number of Suppliers |
|---|---|
| #1 Europe | 915 |
| #2 United States | 700 |
| #3 China | 455 |
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2
Geography Drilldown - US
Average Cost of Sales & Marketing Software
United States
2026 Market Pricing$15.00 to $XXX.XX
per user per monthAverage Price
Prices in the Sales & Marketing Software market range from $15.00 to $XXX.XX, depending on Tracking capability, Analytics, Automation and Level of support. For example, lower prices are associated with Limited tracking ($50.00 to $200.00 per user per month), whereas higher prices are associated with Sophisticated tracking ($300.00 to $700.00 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.
Sales & Marketing Software Category Price Trends
Pricing trends are indicated by the compound annual growth rate (CAGR) during a set period of time. For the Sales & Marketing Software market, prices in the US have grown 3.6% from 2022 to 2025. Subscribers can access price trend forecasts, price driver projections and forward-looking cost structure data. Learn more
United States (2022-2025)
Wondering where prices are heading?
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 Sales & Marketing Software
Total cost of ownership is Medium in the Sales & Marketing 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 Cancellations may raise the total cost of ownership unexpectedly.
Negotiated Before
Customization
Billed During
Upgrades
Unforeseen
Cancellations
Buyer Power in Procurement Negotiations
In 2026, buyer power amounts to -2.1 in the United States. Buyer power is most positively impacted by Forecast Price Trend. It is most negatively impacted by Supply Chain Risk. Subscribers can access details on eight other factors that impact buyer power. Learn more
United States
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
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
- Computer Wholesalers
- Computer Manufacturers
- Data Processing & Hosting Service Providers
2nd
Tier Suppliers
- IT Consulting Firms
Biggest Sales & Marketing Software Suppliers in the US by Revenue
The largest Sales & Marketing Software vendors by revenue in the US are Iqvia Holdings Inc., Adobe Inc. and Microsoft Corporation. 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 |
|---|---|---|---|---|---|---|---|---|
| Microsoft Corporation | Global | Redmond | >10,000 | 20-25 | ||||
| International Business Machines Corporation | Global | ARMONK | >10,000 | 20-25 | ||||
| Oracle Corporation | Global | AUSTIN, CA | >10,000 | 20-25 | ||||
| Salesforce.Com, Inc. | Global | SAN FRANCISCO | >10,000 | 25+ | ||||
| Adobe Inc. | Global | SAN JOSE | >10,000 | 5-10 | ||||
| Iqvia Holdings Inc. | Global | Durham | >10,000 | 5-10 | ||||
| Verint Systems Inc. | Global | MELVILLE | 1,001-10,000 | 5-10 | ||||
| SAS Institute | US | 5-10 | ||||||
| Amdocs Ltd. | Global | GUERNSEY | >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 Sales & Marketing Software market is 23.7% and steady. Profit levels shift depending on suppliers' spend on wages, purchases and overhead. The highest cost component for vendors is Wages. 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
Average vendor risk is low because many large companies have high profit margins and offer an array of products and services, thereby reducing the likelihood of bankruptcy.
Market share concentration is high in this market. New entrants must take on significant research and development costs and pay high wages for software developers, deterring new vendors from competing against existing players.
Supply chain risk is low in this market, since vendors depend primarily on labor to create software programs. Vendors can delay purchases of new laptops if market conditions are unfavorable.
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
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
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
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
Iqvia Holdings Inc.
IQVIA Holdings Inc. provides advanced analytics, technology solutions, and clinical research services to the global life sciences industry. It leverages its IQVIA CORE to deliver unique and actionable insights. It also offers a comprehensive collection of healthcare information, spanning sales, prescription... Subscribe to learn more
SAS Institute
SAS Institute is a private company operating in the information and professional, scientific & technical services sectors. The company's offerings include sales & marketing software, claims management software, data visualization software, risk management software, incentive management software. Founded Subscribe to learn more
Verint Systems Inc.
Verint Systems Inc. is a global customer engagement company that delivers technology and domain that enable organizations to close the Engagement Capacity Gap™. It leverages its artificial intelligence-powered Verint® Customer Engagement Cloud Platform, which allows customer experience (CX) automation through... 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
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Procurement Management KPIs for the Sales & Marketing 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 Critical Bugs. Buyers may experience better performance throughout their contracts if they establish service level agreements (SLAs) based on Pricing and other factors.
| KPI | Level of Importance (1-5) | Measurements | Key Considerations |
|---|---|---|---|
| Average Resolution Time |
|
Length of time from query to solution Number of times that resolutions are not met |
Vendors should be measured on their ability to quickly resolve issues. The resolution time will drastically affect a buyer's relationship with their customers. |
| Critical Bugs |
|
Number of flagged system bugs Number of critical bugs that have directly affected buyers |
If there are critical bugs, this can result in inefficient work or downtime. |
Questions to Ask During Procurement Negotiations
How can I gain leverage during negotiations?
Technology
What improvements are you currently planning for your sales and marketing software?
What new features and functionality have you added to your software in the past year? What improvements do your customers request most frequently?
Supply Chain Risk
Do you use computers or software with high exposure to market disruptions? How do you cope with these disruptions?
How diversified is your supplier base for equipment used in software development? Do you source from multiple suppliers in different global regions?
Customer Support
Do you offer 24/7 customer account and technical support services for your software?
What is your client renewal or repeat business rate? Why do companies renew their contract with your business?
The ultimate prep for procurement negotations
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Sales & Marketing Software RFP Guidelines
What should my RFP include?
Organizational Overview
Buyers should describe their organization explain why they are seeking sales and marketing software.
Buyers should specify the size of their organization and the number of expected software users.
Statement Of Need
Buyers need to detail the number of active software licenses needed and the type of users.
Buyers should state the features they require and whether the system must meet any compatibility requirements with existing networks.
Project Budget
Buyers should specify the number of expected users and level of software access required.
Buyers should detail the contract term for annual ongoing costs (e.g. system support, upgrade and maintenance charges and license fees).
The RFP process made easy
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We display average pricing information, trends and market data.
Our Reports include:
- Opportunity assessment
- Market dynamics
- Recent developments
- Positive and warning trends
- Buyer power levers
- Price environment and market pricing
- Geographic wage rates
- Global market updates
- Total cost of ownership
- Cost structure benchmarks and analysis
- Supply chain and vendors
- Global supplier breakdown
- Market share concentration
- Regulation and business requirements
- Vendor management and KPIs
- Sourcing strategy guidance