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CONTENTS4689
3537
Introduction
Defining CRM Software
The Quadrant
CRM FrontRunners Index
Runners Up
Methodology Basics
FRONTRUNNERS10 Pipedrive
11 HubSpot CRM
12 Salesforce
13 Zoho CRM
14 VtigerCRM
15 Bpm’online CRM
16 Capsule
17 Bitrix24
18 amoCRM
19 Oracle CRM On Demand
20 HighriseCRM
21 Nimble
22 Base CRM
23 Hatchbuck
24 Velocify
25 Act-On
26 Gold-Vision CRM
27 PipelineDeals
28 Cosential
29 Close.io
30 SalesNOW
31 Teamgate
32 Commence
33 AddressTwo
34 InStream
4J A N U A R Y 2 0 1 7
INTRODUCTION
This FrontRunners analysis is a data-driven assessment identifying products in the Customer
Relationship Management software market that offer the best capability and value for small businesses. For a given market, products are evaluated and given a score for the capability (x-axis) and value (y-axis) they bring to users. FrontRunners then plots the top 25-30 products in a quadrant format.
In the Customer Relationship Management FrontRunners infographic, the Capability axis starts at 3.60 and ends at 4.40, while the Value axis starts at 3.90 and ends at 4.70. Scales may differ between quadrants in order to capture the relative positioning of the specific products in each category.
To be considered for the Customer Relationship Management FrontRunners, a product needed a minimum capability user rating score of 4.0 and a minimum value user rating score of 4.0. So, all products that qualify as FrontRunners are top performing products in their market. The quadrant positions a product relative to its peers in the market.Each product falls within a designated quadrant
I N T R O D U C T I O N
5J A N U A R Y 2 0 1 7
based on their axis scores. Dependent on the specific needs of the software buyer, a product placed in any quadrant category could be a good fit.
QUADRANT CATEGORIES:
» Upper Right = Leaders: Leaders are all-around strong products. They offer the highest value and capability in that market.
» Upper Left = Masters: Masters may have fewer capabilities, but end users value those capabilities highly. Depending on the functionality needed, a product positioned in the Masters quadrant might be a better option to consider than products positioned in other quadrants.
» Lower Right = Pacesetters: Pacesetters may offer a strong set of capabilities, but are not rated as high on value. For example, a Pacesetter might have a breadth of functionality at a higher price point.
» Lower Left = Contenders: Contenders are strong-performing products that have not yet achieved the Value and Capability of the products in the other quadrants. For example, products in this quadrant may be more suited for companies that need more specialized functionality that comes at a price.
6J A N U A R Y 2 0 1 7
Customer relationship management (CRM) software helps organizations manage
information (such as contact details) about current and potential customers.
CRM is a technique for putting customers at the heart of your business and using data about your customers to tailor a unique experience for each individual. CRM software consolidates customer information into one repository so users can better organize and manage relationships, automates common processes and provides tools for monitoring performance and productivity.
Software Advice’s FrontRunners quadrant is focused on the North American CRM market. Although “CRM” is often used to describe a broad set of functionality including customer service and marketing, this FrontRunners quadrant focuses primarily on sales-oriented CRM functionality, as this is the functionality most commonly requested by the thousands of small business buyers we talk to each year. We identify this set of core capabilities for the CRM software category: contact management, interaction
DEFINING CRM SOFTWARE
D E F I N I N G C R M S O F T W A R E
7J A N U A R Y 2 0 1 7
tracking and lead management, as well as at least one of the following: email campaigns, workflow automation and forecasting / reporting.
In addition, we identify several related features that organizations purchasing a CRM system may also need or wish to consider: channel management, social CRM, call center management, customer support, document management, landing pages / web forms, lead scoring, list management, marketing automation, product catalog, project management, quotes / proposals, referral tracking and territory management.
8J A N U A R Y 2 0 1 7
THE QUADRANT
All products that qualify as FrontRunners are top performing
products in their market.
9J A N U A R Y 2 0 1 7
CRM FRONTRUNNERS INDEX
10 Pipedrive
11 HubSpot CRM
12 Salesforce
13 Zoho CRM
14 Vtiger CRM
15 Bpm’online CRM
16 Capsule
17 Bitrix24
18 amoCRM
19 Oracle CRM On Demand
20 Highrise CRM
21 Nimble
22 Base CRM
23 Hatchbuck
24 Velocify
25 Act-On
26 Gold-Vision CRM
27 PipelineDeals
28 Cosential
29 Close.io
30 SalesNOW
31 Teamgate
32 Commence
33 AddressTwo
34 InStream
10
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDPIPEDRIVE
QUADRANT PLACEMENT: LEADERS
4.29 4.69
4.56 4.66
3.50 4.72
2.10 4.60
4.90 5.00
4.55 4.90
4.60 4.60
4.50
4.50
4.60
11
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDHUBSPOT CRM
QUADRANT PLACEMENT: LEADERS
4.24 4.67
4.40 4.47
3.95 4.87
4.30 5.00
3.60 4.90
4.23 4.30
5.00 5.00
4.90
4.40
2.60
12
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDSALESFORCE
QUADRANT PLACEMENT: LEADERS
4.33 4.57
4.09 4.14
4.95 5.00
4.90 5.00
5.00 5.00
4.18 5.00
5.00 5.00
5.00
3.20
3.50
13
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDZOHO CRM
QUADRANT PLACEMENT: LEADERS
4.28 4.54
4.05 4.23
4.95 4.85
4.90 4.90
5.00 4.90
4.05 4.60
4.90 4.90
4.90
3.90
2.50
14
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDVTIGER CRM
QUADRANT PLACEMENT: LEADERS
4.02 4.52
4.15 4.61
3.75 4.43
3.30 4.90
4.20 2.90
4.05 4.30
4.90 4.80
4.40
4.20
2.70
15
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDBPM’ONLINE CRM
QUADRANT PLACEMENT: PACESETTERS
4.38 3.97
4.90 4.90
3.55 3.03
3.90 3.40
3.20 3.80
4.18 1.00
3.40 3.30
4.20
4.10
5.00
QUADRANT PLACEMENT: PACESETTERS
4.38 3.97
4.90 4.90
3.55 3.03
3.90 3.40
3.20 3.80
4.18 1.00
3.40 3.30
4.20
4.10
5.00
QUADRANT PLACEMENT: PACESETTERS
4.38 3.97
4.90 4.90
3.55 3.03
3.90 3.40
3.20 3.80
4.18 1.00
3.40 3.30
4.20
4.10
5.00
16
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDCAPSULE
QUADRANT PLACEMENT: MASTERS
3.99 4.35
4.15 4.47
4.05 4.23
3.30 4.30
4.80 3.40
3.63 4.80
4.30 4.30
2.60
3.70
3.90
17
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDBITRIX24
QUADRANT PLACEMENT: MASTERS
3.96 4.34
4.07 4.56
4.15 4.12
4.90 4.20
3.40 4.10
3.55 3.20
4.20 4.50
4.10
4.80
1.10
18
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDAMOCRM
QUADRANT PLACEMENT: PACESETTERS
4.29 4.00
4.90 4.78
3.35 3.23
2.10 2.90
4.60 3.80
4.03 1.00
2.90 4.40
3.90
4.90
4.40
19
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDORACLE CRM ON DEMAND
QUADRANT PLACEMENT: PACESETTERS
4.09 4.13
4.38 4.47
3.90 3.78
3.30 4.80
4.50 2.50
3.70 1.00
4.80 4.80
5.00
2.30
2.70
20
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDHIGHRISE CRM
QUADRANT PLACEMENT: MASTERS
3.69 4.48
4.59 4.69
3.00 4.28
1.20 4.70
4.80 2.80
2.60 4.30
4.70 4.60
1.40
3.20
1.10
21
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDNIMBLE
QUADRANT PLACEMENT: CONTENDERS
3.87 4.28
4.30 4.44
3.55 4.12
2.40 3.80
4.70 4.60
3.33 4.90
3.80 3.80
1.20
4.10
4.20
22
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDBASE CRM
QUADRANT PLACEMENT: MASTERS
3.76 4.36
4.04 4.21
3.30 4.52
2.10 4.60
4.50 3.90
3.65 4.60
4.60 4.70
4.60
2.60
2.80
23
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDHATCHBUCK
QUADRANT PLACEMENT: MASTERS
3.79 4.33
4.46 4.42
3.00 4.23
1.70 4.20
4.30 4.50
3.23 4.30
4.20 4.10
3.10
2.60
3.00
24
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDVELOCIFY
QUADRANT PLACEMENT: CONTENDERS
3.83 4.28
4.08 4.08
3.20 4.48
2.80 4.80
3.60 4.70
3.98 3.20
4.80 4.70
4.60
2.90
3.60
25
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDACT-ON
QUADRANT PLACEMENT: CONTENDERS
3.87 4.24
4.20 4.14
3.70 4.35
2.80 4.50
4.60 3.50
3.38 5.00
4.50 4.30
4.70
3.30
1.00
26
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDGOLD-VISION CRM
QUADRANT PLACEMENT: PACESETTERS
4.06 4.00
4.65 4.75
3.65 3.25
3.90 3.80
3.40 1.50
3.28 3.20
3.80 3.60
3.30
2.80
3.20
27
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDPIPELINEDEALS
QUADRANT PLACEMENT: CONTENDERS
3.85 4.19
4.47 4.42
2.80 3.97
1.70 4.10
3.90 4.40
3.68 3.20
4.10 4.00
3.50
3.30
3.80
28
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDCOSENTIAL
QUADRANT PLACEMENT: CONTENDERS
3.85 4.18
4.44 4.53
2.70 3.83
3.30 4.50
2.10 1.80
3.80 3.20
4.50 4.50
3.60
3.30
3.80
29
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDCLOSE.IO
QUADRANT PLACEMENT: CONTENDERS
3.73 4.21
4.62 4.69
2.55 3.73
1.70 4.40
3.40 4.40
3.15 1.00
4.40 4.10
2.80
4.30
1.10
30
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDSALESNOW
QUADRANT PLACEMENT: CONTENDERS
3.61 4.21
4.51 4.57
1.65 3.85
1.70 4.40
1.60 2.30
3.75 3.20
4.40 4.40
1.40
4.50
4.70
31
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDTEAMGATE
QUADRANT PLACEMENT: CONTENDERS
3.69 4.11
4.78 4.76
2.25 3.47
1.20 3.90
3.30 4.20
2.95 1.00
3.90 3.90
2.30
2.80
2.80
32
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDCOMMENCE
QUADRANT PLACEMENT: CONTENDERS
3.61 4.09
4.75 4.76
2.25 3.42
3.30 3.40
1.20 2.80
2.68 4.30
3.40 3.30
2.00
2.20
3.10
33
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDADDRESSTWO
QUADRANT PLACEMENT: CONTENDERS
3.61 3.96
4.73 4.86
2.75 3.05
4.30 3.20
1.20 3.10
2.23 3.20
3.20 2.80
1.30
3.30
1.10
34
The scores below are based on numeric value between 1 and 5.
CAPABILITY VALUE
Capability User Rating Value User Rating
Functionality Breadth Adoption Score
Features Customer Base
Integrations Reviews Volume
Confidence Score Google Searches
Customer Base Skills Base
Employee Base
Customer Growth
Employee Growth
J A N U A R Y 2 0 1 7
FRONTRUNNERS SCORECARDINSTREAM
QUADRANT PLACEMENT: CONTENDERS
3.60 3.92
4.92 4.92
1.75 2.92
1.20 3.10
2.30 2.70
2.83 3.20
3.10 2.70
2.30
2.30
3.60
35J A N U A R Y 2 0 1 7
Providers listed as Runners Up were eligible for inclusion in the FrontRunners quadrant,
including having 10+ product reviews, but their value or capability axis score was not high enough for positioning on the FrontRunners quadrant.
RUNNERS UP
1CRM
Accelo
ActiveCampaign
Apptivo
BigContacts
Bitochon CRM
Blitz
CallProof
Claritysoft
Contactually
Daylite
DYL
eWay-CRM
Freshsales
Gopher Leads
GreenRope
icomplete CRM
KarmaCRM
KiteDesk
Lead Capsule
LeadByte
LeadSquared
Less Annoying CRM
Marketing 360
Mothernode CRM
Net- Results
Nutshell CRM
OnePageCRM
ONTRAPORT
PayPanther
Pepperi
Pipeliner CRM
PlanPlus Online
Prophet CRM
ProsperWorks CRM
RAYNET CRM
ReachEdge
Really Simple Systems
Reply
Repsly
36J A N U A R Y 2 0 1 7
RUNNERS UP
Repsly
Salesboom Cloud CRM
Salesbox
Salesfusion
Salesnet CRM
SendPulse
Snapforce CRM
TrackerRMS CRM
VanillaSoft Pro
vCita LiveSite
w3bCRM
Workbooks
WORKetcSAP CRM
Sellsy
SendGrid
SendinBlue Email
SharpSpring
SimplyCast
Solve CRM
SugarCRM
WorkflowMax
Xactly Incent Express
Yesware
37J A N U A R Y 2 0 1 7
The FrontRunners methodology assesses and calculates a score for products on two primary
dimensions: Capability on the x-axis and Value on the y-axis.
THE CAPABILITY SCORE IS AN OVERALL WEIGHTED AVERAGE OF SCORES INCLUDING:
» End-user ratings of one to five stars on the product’s functionality.
» End-user ratings of one to five stars on the product’s ease of use.
» End-user ratings of one to five stars on the product’s customer support.
» A score, relative to other products in the market, for the product’s inclusion of key functionality for the software category.
» A score, relative to other products in the market, representing the number of other products that integrate with it.
METHODOLOGY BASICS
M E T H O D O L O G Y B A S I C S
38J A N U A R Y 2 0 1 7
THE VALUE SCORE IS AN OVERALL WEIGHTED AVERAGE OF SCORES INCLUDING:
» End-user ratings of one to five stars on overall satisfaction with the product.
» End-user ratings of one to five stars on how valuable users consider the product to be relative to its price.
» End-user ratings of one to five stars on how likely they are to recommend the product to others.
» A score, relative to other products in the market, for the size of the product’s customer base.
» A score, relative to other products in the market, for the number of professionals in the market who have experience with the product (e.g., users, developers, administrators).
» A score, relative to other products in the market, representing the total number of user reviews across the three Gartner web properties.
» A score, relative to other products in the market, representing the average number of times per month internet users search for the product on Google.
M E T H O D O L O G Y B A S I C S
39J A N U A R Y 2 0 1 7
Markets are defined by a core set of functionality, and products considered for, and included in, FrontRunners must offer that core set of functionality. Additional related functionality can contribute to the capability score for a product. To qualify for consideration in FrontRunners for a software category, a product must have at least 10 unique user-submitted product reviews across the three Gartner Digital Markets web properties: softwareadvice.com, capterra.com and getapp.com.