Upload
others
View
4
Download
0
Embed Size (px)
Citation preview
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 1/34
LicensedforDistribution
MagicQuadrantforSalesForceAutomationPublished26June2019-IDG00368698-55minread
ByAnalystsTheodoreTravis,MelissaHilbert,AdnanZijadic,IlonaHansen
TheSFAmarketgrew12.8%toanestimated$6.9billionin2018.VendorsimprovedAIfordata
capture,predictiveanalyticsandrelationshipintelligenceinthepastyear.Ourevaluationof19
vendorshelpsapplicationleaderschoosethesolutionthatbestmeetstheirsalesexecution
requirements.
MarketDefinition/DescriptionGartnerdefinessalesforceautomation(SFA)assystemsthatsupporttheautomationofsales
activities,processesandadministrativeresponsibilitiesfororganizations’salesprofessionals.
GartnerconsidersSFAtobefoundationaltechnology,implementedtoautomateanorganization’s
coresalesprocesses.
ThecorecapabilitiesofSFAinclude:
MagicQuadrantFigure1.MagicQuadrantforSalesForceAutomation
Account,contactandopportunitymanagement■
Salesactivitymanagement■
Salesforecasting■
Mobileapplications■
Reporting■
Partnerrelationshipmanagement(PRM)■
Platformcapabilities■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 2/34
Source:Gartner(June2019)
VendorStrengthsandCautions
bpm’online
Bpm’onlinemovesfromtheChallengerstotheLeadersquadrantthisyearduetoitsconsistently
highcustomerexperienceevaluationsfromreferencecustomers,improvedproductfunctionality
andstrengthofdeployment.Bpm’onlinesalesisacomprehensiveSFAproductthatisunderpinned
bybusinessprocessmanagementfunctionality,usefulformanagingcomplexsalesprocesses.
SFAispartofabiggersuitefrombpm’onlinethatalsoincludesintegratedmarketingandservice
functionality.ThevendorissuitableforlongandshortsalescyclesinbothB2BandB2Csales
processes,particularlyformidsizetoenterprise-sizesalesorganizations.Thislastyear,thevendor
hasreleasedpredictivemachinelearningmodelsforleadandopportunityscores,aswellas
predictivescoringthatcustomerscancreate.Recentreleaseshavealsoincludednew
functionalityforUIcustomizationandintegrationswithe-commerce,billingandExactOnlineERP.
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 3/34
Strengths
Cautions
Copper
Copper,formerlyknownasProsperWorks,makesitsinauguralappearanceinthisMagicQuadrant
andispositionedasaNichePlayer.ItoffersanSFAproductforB2Bsmallbusinessesthat
nativelyintegrateswithGoogleGSuiteapplicationsandistheonlySFAproductonGoogle’slistof
recommendedbusinessapplications.TheCopperCRMproductrunsasaplug-intoGmailand
featuresmostofthecoreSFAcapabilitiesthatGartnertracks,includingapplicationcustomization
withcustomdataobjects.Italsooffersasetofnativemarketingandsalesextensions,suchas
relationshipintelligence,leadmanagementandcampaignmanagement,thatsmallbusinesses
willvalue.Inthepastyear,thevendorhasimproveditsSFAcapabilities,addingmulticurrency
functions,SSO/SAMLauthenticationandameetingscheduler.
Strengths
Customerexperience:Forthethirdconsecutiveyear,referencecustomersofbpm’onlinegave
thevendorthehighestoverallcustomerexperiencescoresinthisMagicQuadrant.
■
ImplementationandISVpartners:Bpm’onlinehasauniquestrategyforsupporting
implementationpartnersinkeygeographicregions,encouragingthemtonotonlydeliverSFA
implementationsbutalsodevelopindustry-tailoredproductsthatcanalsobesoldonthe
vendor’sapplicationmarketplace.Byhelpingpartnersdevelopdualrevenuestreams,
bpm’onlinegrowsitsecosystemfasterthanitwouldsupportingimplementersandISVswith
separateprograms.
■
Productexecution:Bpm’onlineprovidesaUIthatiseasytofollowandmodern.Thesales
productincludestheabilitytoapplypredictiveanalyticmodelstoopportunities,includinghealth
scoresandnext-bestactions.Referencecustomersnoteditsoveralleaseofusefroman
administrativeperspectiveaswellasforitscriticalcapabilities,givingbpm’onlinethehighest
ease-of-usescoreofallthevendorsinthisMagicQuadrant.
■
Go-to-marketexecution:ReferencecustomersofallvendorsinthisMagicQuadrantsaidthey
hadconsideredbpm’onlinefarlessversustheotherLeaders.Gartneralsonotesthatbpm’online
makeslessuseofthoughtleadershipandsocialmediaversusthosevendors.
■
Geographicstrategy:Withunder15%ofcustomersinAPACorLatinandCentralAmerica,and
under20%ofcustomersinNorthAmerica,bpm’onlinehasmuchlesspresenceinthose
geographiesversustheotherLeadersintheMagicQuadrant.
■
Training:Somereferencecustomersnotedthatmoreandbetteronlinetrainingisneededfrom
bpm’online.
■
Integration:CopperfeaturesaRESTAPIthatsupportsawiderangeoffirst-partyintegrations,
includingvendorssuchasSlack,Mailchimp,RingCentral.HubSpot,DropboxandDocuSign.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 4/34
Cautions
CRMNEXT
CRMNEXTmovedfromtheVisionariestotheChallengersquadrantbasedonitsscopeof
advancedcapabilities,suchasbottechnology,white-spaceanalyticsandmachinelearning.
CRMNEXTofferscloud-basedCRMsoftwaresolutionsforprimarilyB2Cusecases.Intermsof
customers,thevendorhasconductedoneofthelargestbankingCRMimplementationsinthe
world,with325,000usersacross5,000locationsand19countries.CRMNEXThelpscustomer
organizationswithbridgingacrossdifferenttechnologies,asmanyhavesomesortofCRM
implementedalready.Itconcentratesonanalyzingcurrentstrengthsandadvisesorganizationson
howtoselltoexistingandnewcustomersbyfocusingonsupportingvision,strategyand
executioncapabilitiesthroughitsCRMproducts.Inthepast12months,thevendorhasadded
integrationtotheDatanextanalyticsplatformprovidedbyitsparentcompany,AcidaesSolution,
whichprovidesanintelligenceinfrastructure,datapipelineandAImodelsrequiredforAI-based
workflowsandprocesses.
Strengths
Dozensofotherintegrationsareavailableonthevendor’sapplicationmarketplaceviaAPI
connectorsthataremaintainedbyZapier.
Resellersandimplementationpartners:ComparedtootherNichePlayersinthisMagic
Quadrant,Copperhasalargernetworkofimplementersthatspanallgeographies.Italsohas
resellerarrangementswiththetop60worldwideGooglepartnersellers.
■
Advancedcapabilities:TheapplicationhasfunctionsnotcommonwithotherNichePlayer
offerings,suchasautomated“whoknowswho”functions,automatedactivitycapturefrom
emails,andautomatedpopulationofnewaccountandcontractrecordsfrominboundemails.
■
CoreSFAcapabilities:CopperlacksthesamedepthofnativeSFAfunctionsthatiscommonto
theLeadersinthisMagicQuadrantandimportanttolargeenterprises.Themostnotable
examplesareopportunityrevenueschedules,productandpricebooks,andadvanced
forecastingfunctions.ThesystemalsolacksnativePRMcapabilities.
■
Reporting:ReferencecustomersforCoppercitedconcernsaboutitsinabilitytobuildcustom
reportsorexportdatafromreports,aswellasitsinabilitytoconductpipelineinspection
analysis.
■
Customersupport:ReferencecustomersgaveCoppercomparativelylowscoresforthequality
oftechnicalsupport,professionalservicesandcustomersuccessprocesses,andthe
availabilityofend-usertraining.
■
Deploymentoptions:NotableforvendorsinthisMagicQuadrant,CRMNEXToffersseveral
differentdeploymentoptions.ItsupportsSaaSthroughcloudprovidedbyAWS,privatecloud
managedeitherbycustomersorathirdparty,andon-premises,whichisleveragedbyaround
60%ofitscustomers.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 5/34
Cautions
Freshworks
FreshworksmakesitsfirstappearanceinthisMagicQuadrant,asaNichePlayer.TheSFAproduct
Freshsalesisaimedatsmallandsomemidsizesalesorganizations,ofupto200salesusers.
FreshsaleshascoreSFAcapabilitiesincludingaccountandcontactmanagement,opportunities,
pipelinemanagement,andreporting,aswellasasignificantnumberofnativeproductextensions.
FreshsaleshasdeploymentsworldwideandishostedonAWS.Organizationslookingatthe
productwillfinditsuitableforbasictomoderatelycomplexsalesprocessesbecauseofthespan
ofitscapabilities.ThemostnotableimprovementstoFreshsalesoverthelastyearhaveincluded
Office365calendarintegration,configurablesalesactivities,integrationtoHubSpotformarketing
automation,andenhancedleadscoringcapabilities.Thevendorplanstoreleasecapabilitiessuch
asCPQ,anAI-basedsalesassistantandpredictiveforecastinginthenext12months.
Strengths
Usability:CRMNEXTwasratedhighbyitsreferencecustomersforitsUI,easynavigationand
customizationpossibilities.Prospectswithagreaterneedforindividualworkflowsand
particularsalesprocesseswillappreciatethesefunctionalities.
■
Businessimprovements:SeveralsurveyedreferencecustomersstatedthatCRMNEXT’sSFA
capabilitiesmeasurablyimprovedthecustomer/buyerexperienceaswellastheirsales
executionefficienciesandeffectiveness.
■
Regionalsupport:RegionalsupportforimplementationsoutsideofAPACisacaution.The
vendorhascomparativelyfewerimplementationpartnersforSFAdeploymentsrelativetothe
othervendorsinthisMagicQuadrant.Todate,allofitsimplementationsinNorthAmericahave
beensuppliedbyitsownprofessionalservicesteam.
■
Marketstrategy:ComparedtotheLeadersinthisMagicQuadrant,CRMNEXT’smarket
segmentationstrategyislimited.ItsSFAofferingisaimedatlargeandenterprise-sizeselling
B2Csalesorganizationsinthefinancialservicessector(75%ofitscustomerscomefromthe
bankingandinsuranceverticals).
■
Capabilitiesforleadmanagement:Somereferencecustomersnotedthattheyneedbetter
integrationswithcommerciallead-generationdatabases,andthatsocialmediaanalyticscould
beimproved.Theyalsoexpresseddisappointmentwiththeemailtemplatedesignerandmass
emailmodules.ProspectsseekingrobustmarketingtechnologiesneedtoassessCRMNEXT
capabilitiesindepthtoensuresuitability.
■
Productoffering:FreshworksisstrongonproductpackagingversusmanyoftheLeadersin
thisMagicQuadrant,basedonGartneranalysis.Thevendor’svaluepropositionrestsinallof
sales’needsbeingincludedaspartofanintegratedsetoffeatures,inasingleproductona
single,consistenttechnologystack.Theproducthasseveralcapabilities,suchasanincluded
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 6/34
Cautions
Insightly
InsightlyremainsintheNichePlayersquadrantwhileimprovingitsposition,basedonanimproved
abilitytoexecute.InsightlyCRMincludescapabilitiesforsales,projectmanagementandcustom
processdesigninasingleSaaSproductoffering.Theprojectmanagementmoduledirectly
integrateswithopportunityrecords—afunctionrelevantforbusinessesthatconvertcloseddeals
intoimplementationprojects.InsightlyoffersbothfreemiumandenterpriseSFAproducts,withthe
enterpriseproductsuitableforsmalltomidsizesalesteamsparticularlyintheprofessional
servicesandmanufacturingverticals.Thevendorhasimprovedtheproductinthepastyear,
addingcustomobjects,anewpagelayoutdesignerandnewemailintegrationcapabilities.Most
notably,theproductnowincludesnativeproduct,pricebookandquotefunctions—capabilities
thatareimportantformostB2Bsellers.
Strengths
CTIdialer,leadscoring,andSMSandchatintegration,thatareoftenadd-onproductextensions
withotherSFAvendors.
Configurabilityanddeployment:SeveralreferencecustomersintheMagicQuadrantsurvey
notedthehighdegreeofconfigurabilityinFreshworksFreshsales,anditseaseofdeployment.
■
Salesexecution:Freshworkshasdoubleditscustomerbaseoverthepastyear,whichputsit
amongthefastest-growingvendorsinthisMagicQuadrant.
■
Customersupport/success:Referencecustomershaveindicateddissatisfactionwith
Freshworks’customersupportandcustomersuccessteams,scoringthevendorcomparatively
lowamongallothervendorsinthisMagicQuadrant.
■
Productcapabilities:Freshworksreceivedlowerreferencecustomerscoresformobile,
forecasting,reportsanddashboards,integration,andplatformcapabilitiescomparedtothe
othervendorsinthisMagicQuadrant.Somerespondentscitedlimitedreportingfeaturesand
limitedfieldanddatamappingcapabilities.
■
Verticalproductofferings:Freshworkscurrentlydoesnotofferanyvertical-specificproducts
foritsFreshsalessolutionoutofthebox,whichleavesclientstocustomizethesolutionusing
theirownorthird-partyresources.
■
Productoffering:InsightlyCRMfeaturesasetofnativecapabilitiesrelevantformidsize
businesses,spanningbasicSFAcapabilitiesplusleadmanagementandquotegeneration.It
alsohasnativeintegrationswithSlack,Mailchimp,XeroandQuickBooks.
■
Usability:InsightlyCRMincludesseveralautomatedfunctionsthatimproveusability,including
automatedassociationtoLinkedInprofilerecordsandemailtemplateintegrationwithinthe
product’sGmailplug-in.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 7/34
Cautions
Microsoft
MicrosoftremainsintheLeadersquadrantasitcontinuestodeliverbothonitsproductvisionfor
SFAwithintheMicrosoftDynamics365offering,andonitssalesexecution.TheSFAproductin
Dynamics365isrelevantformidsize,largeandenterprise-sizeclients,asthevendorhas
packagedsolutionstoaddressallSFAfunctionalneeds.TheSFAproductisrelevantforB2Band
B2Cusecases,andbothshort-andlong-cyclesalesprocesses.Microsoftcontinuestoinvest
primarilyintheSaaSversionofitsproduct,withtheon-premisesversiononanannualrelease
schedule.WithDynamics365SalesInsightsbecominggenerallyavailableinlate2018,Microsoft
hasenhanceditsproductofferingwithmeaningfulfunctionssuchas“whoknowswho”indicators
andcustomerrelationshiphealthanalysis.Inaddition,thelatestversion(v.9+),whichhasbeen
rearchitectedintoamicroservicesarchitecture,affordsclientstheabilitytomorefrequentlyutilize
Azure-basedapplicationservices.
Strengths
Cautions
Implementation:ReferencecustomersintheMagicQuadrantsurveystatedthatInsightlyCRM
waseasytoimplementandrequiredcomparativelylittleend-usertraining.
■
Criticalcapabilities:ReferencecustomersforInsightlygavethevendorcomparativelylow
scoresforcorecapabilitiessuchasopportunityforecasting,mobilefunctionalityandadvanced
analytics.
■
Advancedcapabilities:ComparedtothekeyvendorsinthisMagicQuadrant,InsightlyCRM
lacksadvancedfeaturessuchascustomforecastperiods,opportunitysplitsandpredictive
opportunityscoring.
■
Customerexperience:Insightlydrewcomparativelylowscoresfromreferencecustomersfor
valueattainedfromtheproduct.
■
Applicationecosystem:MicrosoftcontinuestoattractnewISVsandnewapplicationofferings
toitsapplicationmarketplace,whichisimportantforapplicationleaderswhowanttoavoid
buildingcustomextensionsintheirSFAdeployments.
■
Scalabilityandintegration:Microsoftreferenceclientscitedtheapplication’sabilitytoscale
withtheAzure-basedservicesandplatform.Theyciteditseaseofconfigurationandhowyou
canextenditusingFlowandPowerAppstoaddressmorecomplexbusinessneeds.
■
Productscope:Microsofthascontinuedtoincreaseandexecuteonitssalesproductvision,
expandingtheintegrationtoLinkedInSalesNavigatorwithfunctionsnotavailablethroughother
SFAvendors.ItalsohasanotableproductvisionforusingAIforaugmentedrelationship
intelligence.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 8/34
Oracle
OraclestrengthensitspositionintheLeadersquadrantintermsofcompletenessofvision.Oracle
CXSalesispartofOracleEngagementCloud,whichoffersbothSalesandServicesolutionswithin
theOracleCXCloudSuite.EngagementCloudisaSaaS-basedsolutionforB2BandB2Csales,
withseveralrelevantadd-onsincludingSalesPerformanceManagementandCPQ.Oraclehasa
relevantproductvisionforautomatingsalesprocesses,whichincludesintegrationwithadjacent
OracleproductsandadvancementsinAIandrelationshipintelligence.WhileOracleCXCloud
Suiteisinstalledinbothmidsizeandlargeorganizations,itisrelevantforenterpriseswithlarge
userbasesandcomplexrequirements.Thevendorhasacquiredcustomersinhightech,
automotive,media,CPG,telecomandfinancialservicesoverthelastyear.Ithasalsoimprovedits
virtualdigitalsalesassistantfunctionstoincludeanassistantinSlackandMicrosoftTeamsfor
collaboration,andhasdeliveredconversationalinterfacesforvoiceandSMS.Withitsacquisition
ofDataFox,OraclecanalsonowdeliverAI-basedcustomerdataenrichmentservices.
Strengths
Cautions
Verticalsolutions:Microsofthasnotinvestedinpackagedvertical-specificofferingstothe
sameextentasotherLeadersintheMagicQuadrant.Thismeansthatapplicationleadersmust
doadditionalduediligenceonwhichimplementationpartnerisbest-suitedtobuildcustom
vertical-specificsolutionsfortheirsalesusecases.
■
Productroadmapcommunication:SomereferencecustomersstatedthatMicrosoftdoesnot
communicateitsproductroadmaptothemeffectivelyorclearly.Thismeansclientslack
awarenessofupcomingdeprecationstolegacyfunctionality,workaroundsforlegacy
functionalityandnewreleasesreplacinglegacyfunctionality.
■
Customersupport/successmanagement:ComparedtothevendorsinthisMagicQuadrant
thatarestrongestincustomersupportandcustomersuccess,referencecustomersfor
Microsoftgavethevendormuchlowerscores.
■
Verticalsolutions:ComparedtoothervendorsinthisMagicQuadrant,Oracleoffersawider
spanofindustry-specificsolutions.Ithassolutionsfortheautomotive,communications,CPG,
high-tech,manufacturing,financialservices,highereducationandhospitalityindustries.
■
Productstrategy:OracleprovidessolutionsthatarerelevanttoallB2BandB2Clong-andshort-
cycleusecases,aswellasindirectsales.OracleEngagementCloudincludessalesand
servicesunderitsCXCloudSuite,andthesesolutionscanbeusedwithintheCXindustry
solutions.
■
Implementationexperience:NewOracleEngagementCloudorCXSalesreferencecustomers
notedthatdeploymentwithpartnerswasapositiveexperience,andthattheyreceivedgood
technicalsupportfromOraclecustomerservice.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 9/34
Pegasystems
PegasystemsremainsintheVisionariesquadrantthisyearinanimprovedposition,basedonits
abilitytoexecuteandproductenhancements.ThevendorprovidesmultipleCRMtechnologies
suchasSFAandothers,digitalprocessautomation,andbusinessprocessmanagement.ItsPega
SalesAutomationSFAproductisprimarilydeployedbylargeenterpriseswithcomplexB2Cor
indirectsalesprocesses,suchasthoseininsurance,healthcare,telecomandfinancialservices.
PegasystemsoffersoneofthemostcompletespansofnativeSFAcapabilitiesofthevendorsin
thisMagicQuadrant.Itsproductsrunonasingle,consistenttechnologyarchitecture—an
attributenotfoundwithsomeoftheLeaders.ItalsohasanotablespanofAIcapabilities,offering
predictiveanalytics,next-best-actionrecommendationsandnaturallanguageprocessing(NLP)
capabilities.Inthepastyear,thevendorhasimprovedtheproductwithasaleschatbotforlead
qualificationandnewemailAIproductivityfunctions.
Strengths
Cautions
Customerexperience:Oraclereceivedverylowsurveyscoresversusothervendorsinthis
MagicQuadrantforcustomerexperience.Referencecustomersgaveitlowerscoresthanother
vendorsreceivedinareassuchasoverallcustomerexperienceandvaluereceivedfromthe
product.
■
Productfunctionality:ReferencecustomersofOracleexpressedthatimplementingterritory
structuresandmaintenancewasdifficult,andthattheproductlackedflexibilitywhen
integratingERPorCPQwithEngagementCloud.Theyalsonotedthatsomeprocesseswere
overlycomplexandnoteasytomanage.
■
Operations:ReferencecustomersscoredOraclecomparativelyverylowforthequalityofits
professionalservices.Thevendorisalsooneofthelowest-scoredvendorsinthisMagic
Quadrantforsatisfactionwithend-usertraining,basedonthereferencesurveyresults.
■
Verticalproducts:Pegasystemsprovidescomprehensivevertical-packagedproductsforthe
insurance,healthcare,communicationsandfinancialservicesindustries.
■
Guidedsellingcapabilities:Administratorscanbuildandautomatecomplex,multistepsales
processesusingPegasystems’processdesignerandreal-timedecisioningengine,Customer
DecisionHub.Thedecisioningengineusescustomizablemachinelearningalgorithmsto
suggestnext-bestactionstosellers.
■
Platformcapabilities:ReferencecustomerspositivelynotedthecapabilitiesofPegasystems’
low-codeplatformforbuildingcustomapplicationsandworkflows.Theyalsocreditedthe
vendorforofferingon-premisessoftwaredelivery—afactorthatcontinuestobeimportantfor
GartnerclientsinAPACandsomefinancialservicescompanies.
■
Capabilities:ThePegasystemsmarketplaceforpartner-developedadd-onsislimitedcompared
tothoseoftheotherevaluatedSFAvendors.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 10/34
Pipedrive
PipedriveisanewentranttotheMagicQuadrantthisyear,withapositionintheNichePlayers
quadrant.Itpositionsitselfassuchbasedonitsabilitytoexecute,primarilydrivenbyitscustomer
experienceandsupportexecution.PipedriveisaSaaS-onlySFAproductaimedatsmalland
midsizebusinesssellingteamsofupto200salesrepsinNorthAmericaandEurope.Inthepast
year,Pipedrivehasinvestedconsiderablyinitsproduct,withreleasesrangingfromworkflow
automationtocalendarandcontactsyncfromGoogle,MicrosoftOutlookorMicrosoftExchange.
Ithasintroducedaschedulerthatallowsforasingleclientandsalesrepviewofrespective
calendarstobookmeetings,designedtoaddresssalesproductivity.
Strengths
Cautions
Regionalfocus:PegasystemsissellingmostlyinNorthAmerica.Ithassignificantlyfewer
customersinEMEAandAPAC,andnocustomersinLatinAmerica.Severalreference
customersstateddissatisfactionwiththeavailabilityofqualitythird-partyimplementation
resources.ThoseconsideringPegasystemsforaglobaldeploymentshouldassessthe
availabilityofproductandimplementationresources,especiallyoutsideofNorthAmerica.
■
Easeofdeploymentandintegration:Pegasystemsreceivedcomparativelylowscoresforits
easeofdeploymentfromreferencecustomers.Itwasfurthermorepoorlyratedforalackof
plug-insforintegratingwith,forexample,third-partymarketingautomationtoolsandincentive
managementBItools.
■
Calendarintegration:Solidintegrationwithcalendaringsolutions,suchasOutlookandGoogle,
offerssalesrepstheabilitytosendmeetingtimesviaaninteractiveclientschedulerfromwithin
Pipedrive,circumventingtheprocessofschedulingviaemail.
■
Productcapabilities:ReferencecustomersscoredPipedrivehighlyforitsaccountandcontact
management,activitymanagement,opportunity,andleadmanagementfunctions.
■
Implementationpartners:ComparedtoothervendorsofsimilarsizeinthisMagicQuadrant,
PipedrivehasamoreampleandestablishedlistofpartnersacrossNorthAmerica,Europe,
LatinAmericaandAPAC.
■
Partnerrelationshipmanagement:PipedrivedoesnotsupportPRMcapabilities,whichmay
detersomeorganizationsthatdependonchannelsellingpartners.
■
Implementationservices:Pipedrivedoesnothaveaprofessionalservicesorganization,which
meansthatallitscustomersmustself-implementtheproduct.
■
Forecastmanagement:Pipedrivereceivedoneofthelowestscoresfromreferencecustomers
ofallvendorsinthisMagicQuadrantforforecastmanagement.Gartnernotesthattheproduct
lackscoreforecastingcapabilitiessuchasforecastcategories,revenueschedulesanda
forecastsubmissionprocess.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 11/34
PipelineDeals
PipelineDealsmaintainsitspositionasaNicheVendorwhilecontinuingtoimproveitsabilityto
execute.ThevendorhasacompetitivelypricedSaaSSFAofferingalsocalledPipelineDeals,which
itaimsatsmallbusinessesandsomemidsizecompanies.TheproductofferscoreSFAfunctions,
nativeemailmarketingautomationandleadmanagement—capabilitiesthatarerelevantforhigh-
techcompaniesthatneedtocoordinatetheirsalesandmarketingprocesses.Themajorityofits
implementationsareinNorthAmerica,withsomedeploymentsinotherregionssuchasEurope
andAPAC.Recentenhancementshaveincludedacompletelyrebuiltandredesignedmobile
application,asingle-clickfunctiontoupdateactivities,andaMicrosoftExceladd-in.
Strengths
Cautions
Pipeliner
Pipelinerisanewentrantthisyear,positionedintheNichePlayersquadrantbasedonitsabilityto
executeoncoreSFAcapabilities.ThevendorismostoftendeployedinNorthAmericaandEurope.
ThePipelinerCRMproductisappropriateforsmalltomidsizeB2Bsalesorganizations,butcan
supportlargeenterprisesifneeded.TheproductprovidescoreSFAcapabilitiesbutlackssome
productextensionscommonfromtheLeadersinthisMagicQuadrant,suchasamobileappSDK
forbuildingcustomsalesapps.AdministratorscanbuildcustomAPIconnectionstothird-party
appsusingthevendor’sAutomationHubintegrationPaaScapability.Theproductfeaturesan
Contractingandpricingflexibility:ReferencecustomersgavePipelineDealsnotablyhighscores
forcontractingflexibility,notingthattheycancanceltheircontractsatanytimeandhaveeven
hadpricingfixedforextendedperiods.
■
Customersupport:Phone,emailandchatsupportareprovidedtoallcustomersatnoextra
cost.Referencecustomersgavehighmarksforthededicationandthoroughnessofthe
PipelineDealscustomersupportteam,includingtheexperiencefromimplementationtogoing
live.
■
Easeofuse:ReferencecustomersratedthePipelineDealsproducthighlyforcorecapabilities
suchasopportunityforecastingaswellasreportsanddashboards,andforothercapabilities
suchasactivity,opportunitymanagement,andaccountandcontactmanagement.
■
Configurabilityandcustomization:PipelineDealsreferencecustomerscitedtheneedtocreate
customworkaroundstofunctionalityanddatafieldsduetothelimitedconfigurabilityand
customizationcomponentsoftheout-of-the-boxoffering.
■
Integration:ThePipelineDealsproducthaslimitedintegrationwithbroadermarketingsuite
offeringsbeyondintegrationwithActiveDEMAND.
■
ImplementationandISVpartners:PipelineDealslacksanecosystemofimplementationservice
providersandISVpartnerstohelpimplementorextendtheapplication’sfunctionality.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 12/34
attractiveUI,includingusefulfunctionssuchasactivitycards,andhasacompellingmobileapp
offeringembeddedAIfeaturesatnoadditionalcost.Inaddition,Pipelinerhasalsoreleasedan
integrationwithPandaDoc,whichfunctionsasaCPQsolution.
Strengths
Cautions
Salesforce
SalesforceremainsintheLeadersquadrantforthe13 thconsecutiveyear,reflectingitssustained
strengthofproductvision,marketingexecutionandrevenuegrowthfortheSalesCloudSFA
product.GartnerestimatesthatSalesforceachievedapproximately53%SFAmarketsharein
2018.ThevendorhasawidespanofnativefunctionalityforallSFAcriticalcapabilities,
particularlyforecastingandPRM.Thevendor’sapplicationmarketplace,AppExchange,continues
tobeacompetitivedifferentiatorandisoftenapositivefactorinbuyers’SFAselectionprocesses.
Inthepastyear,Salesforcehasreleasedtwocapabilities—predictiveAIsalesforecastingand
HighVelocitySales—thathaveaddressedmeaningfulgapsintheSalesCloudproductline.Italso
releasedanupdatedproductforsmallbusinesses,SalesforceEssentials,whichfeatures
predictivecalendarmanagementandAIactivitycapture.
Strengths
Mobile:PipelinerCRMoffersstrongmobilecapabilities,includingnativeAIfunctionsforactivity
managementandofflineread/writeaccessforallSFAdata.
■
Capabilities:ReferencecustomersratedthePipelinerCRMproducthighlyforeaseofuse,its
accountandcontactmanagementcapabilities,opportunitymanagement,anditspredictive
analyticscapabilities.
■
Customerservice:PipelinerCRMreceivedhighmarksfromreferencecustomersforitsquality
oftechnicalsupport—amongthehighestofanyvendorinthisMagicQuadrant.
■
Implementationpartners:PipelinerCRMdoesnotdependonimplementationpartners,
meaningcustomersmusteitherusetheimplementationservicesprovidedbythevendoritself,
orself-implement.
■
Capabilities:RelativetoallthevendorsinthisMagicQuadrant,referencecustomersfor
PipelinergavetheapplicationcomparativelylowscoresfornoncoreSFAcapabilities,including
contentmanagement,CPQandadvancedanalytics.
■
Reportsanddashboards:Somereferencecustomersnoteddifficultieswiththereporting
capabilitiesofPipelinerCRM,includinglimitedreportgenerationfunctionsandbelow-average
usability.
■
Marketstrategy:OfallthevendorssurveyedbyGartnerinthisMagicQuadrant,Salesforcehas
anotablystrongmarketstrategy.Itoffersproductsfordifferentcustomersegments,fromSMB
toglobalenterprise.Itdevelopsmarketingmessagesandcontentforalldecision-makingroles.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 13/34
Cautions
SAP
SAPmovesfromtheVisionariestotheLeadersquadrantforthefirsttime,basedonitsincreased
salesexecution,marketingexecutionandSFAcapabilities.SAPSalesCloud,partoftheSAP
CustomerExperiencesuite,isanativemultitenantcloudapplicationthatrunsonSAP
infrastructure.SAPSalesClouddeliversthefullscopeofSFAfunctions,aswellasadd-on
productsforquote-to-cashandsalesperformancemanagementthatarerelevanttolargeand
enterprise-sizesalesorganizations.SAPsellsmostlyintothemanufacturing,professional
services,CPGandhigh-techindustries.UnlikemostothervendorsinthisMagicQuadrant,SAP
hoststheapplicationinitsowndatacentersaroundtheworld,includingintheU.S.,Germany,
Netherlands,Australia,Singapore,India,Japan,ChinaandRussia.Inthepast12months,SAPhas
implementedover375newfeaturesrequestedbyitscustomers.
Strengths
Ithasoneofthelargestimplementationpartnerecosystems,supportingdeploymentsinall
geographies.
Marketresponsivenessandinnovation:OfallthevendorsinthisMagicQuadrant,Salesforce
hasdeliveredaveryhighnumberofproductenhancementsinthepastyear.Thequalityof
thoseenhancementsalsoexceededtheaveragesofthoseoftheothervendors.
■
Platformcapabilities:ReferencecustomersnotedthequalityoftheSalesforceplatform,
particularlyitsabilitytosupportagiledevelopmentandcustomapplicationsthatextendSFA
functionality.
■
Mobilecapabilities:OfallthevendorsinthisMagicQuadrant,Salesforcereferencecustomers
gavethevendorcomparativelylowerscoresformobilecapabilities,citingapoormobileUIor
difficultycustomizingthemobileapptomeettheirspecificsalesprocess.
■
Artificialintelligence:ReferencecustomersgaveSalesforcecomparativelylowscoresfor
predictiveanalyticsforguidedselling,forecasting,opportunityscoringandrelationship
intelligenceversusallthevendors.ProspectsevaluatingSalesCloudEinsteinshouldbearthis
inmind.
■
LightningExperience:ReferencecustomersexpressedconcernsabouttheLightning
ExperienceversionofSalesforceSalesCloud,citingalackofsomeimportantfunctionsfrom
theClassicinterface.TheyalsonotedthatsomenewfunctionsinLightningarenotasusableor
functionalaswhatwasprovidedpreviously.
■
Functionalityenhancements:SAPoffersacollaborativeonlinetool,SAPCustomerInfluence,
whichprovidestheopportunityforcustomersandpartnerstoenterproductinvestmentideas
aswellasvoteontheideasofothers.TheSAPProductManagementorganizationisdirectly
responsibleformonitoringtheseideasandbringingthosethatalignwithSAPstrategyintothe
solutionovertime.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 14/34
Cautions
SugarCRM
SugarCRMmaintainsitsspotintheVisionariesquadrantthisyear,primarilydrivenbyitswell-
executedmarketingstrategyandarevampedsellingmodelfocusedonenterpriseIT
organizations.TheSFAproduct,alsonamedSugarCRM,issuitablefororganizationsofallsizes
butisfocusedonmidsizeandenterprise-sizesalesorganizationswith200to5,000employees.
ThevendorhasoneofthetopapplicationreleasecadencesofthevendorsinthisMagic
Quadrant.Itisoneofahandfulofthesevendorsofferingmultipledeploymentoptions,viaSaaS,
on-premisesorpartner-hostedoptions.SugarCRMcontinuestoenhancetheSFAproduct,recently
enhancingitsmobileappbyenablingsalesrepstocreate,manageandsendquoteswhileinthe
field.Inthepastyear,thevendorhasenhanceditsHintrelationshipintelligenceproductand
added100prebuiltreports.
Strengths
Verticalsolutions:SAPSalesCloudprovidesverticalpackagedcapabilitiesaswellasindustry-
specificprocessflows,datamodelsandattributes.Thefollowingprepackagedindustry
productsareavailable:CPG,hightech,manufacturing,professionalservices,publicsector,
travel,sportandentertainment,highereducation,banking,insuranceandautomotive.
■
Implementationpartners:SAPpossessesoneofthelargestimplementationpartnernetworks,
featuring1,100authorizedimplementationpartnersand6,600certifiedimplementation
resources.
■
Capabilities:ReferencecustomersofSAPgavethevendorcomparativelyverylowscoresinthe
MagicQuadrantsurveyfornoncoreSFAcapabilities,includingCPQ,contentmanagement,
systemadministratorfunctionsandeaseofuse.
■
Marketplace:ComparedtootherLeadersinthisMagicQuadrant,SAP’smarketplaceismore
limitedintermsofthenumberofapplicationsprovidedthroughdevelopmentpartners.
■
Productstrategy:AyearafterSAP’sacquisitionofCallidusCloudandtheSAPC/4HANA
productannouncement,customers(includingSAPcustomers)andMagicQuadrantreferences
alikecontinuetociteconcernsaboutthevendor’sproductstrategy.Forexample,SAP
customersareseekingguidanceaboutwhichCPQ—SalesCloud,theERP(S/4HANA)
environmentorCallidusCloudCPQ—shouldbethepredominantCPQapplication.
■
Dataintelligence:SugarCRM’sHintproductsurfacesrelevantcontact/accountinformationand
tosellersbypushingupdatesthroughemail,in-appdashletsandbrowser-basednotifications.
Thisalleviatessomeuserneedtocontractwiththird-partydataintelligencesolutions,and
reducestheamountoftimesellersneedtospendresearchingforcustomerinformation.
■
Customerserviceandsupport:SugarCRMreceivedamongthehighestsurveyscoresfor
customerserviceandproductsupportprocessesofallthevendorsinthisMagicQuadrant.This
isprimarilyduetothedepthofthesupportoffering,fromself-servicethroughtoVIPsupport,
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 15/34
Cautions
Vtiger
ThisisVtiger’sfirstappearanceinthisMagicQuadrant,placedintheNichePlayersquadrant.With
officesintheU.S.andIndia,thevendorhascustomerslargelyinNorthAmericaandEMEA.ItsSFA
product,SalesCRM,isbuiltuponitsopen-sourceplatformandsupportscorefeaturessuchas
accountandopportunitymanagementaswellaspipelineandforecastmanagement.Itis
deployedinthecloud,ineitheraprivateorsharedenvironmentviaAWShostingservices.Vtiger
offersthreeSalesCRMeditions:Starter,ProfessionalandEnterprise.Itiswell-suitedforsmallto
midsizecompaniesandismostrelevantforlong-cycleB2Busecases.Itservesverticalssuchas
manufacturing,hightech,consultingservices,andbusinessprocessoutsourcingservices.It
supportsrelationshipintelligencefunctionsforaccountsandcontacts.VtigersupportsAndroid
andiOSformobileapps.
Strengths
forcustomersandpartners.Moreover,itoffersclientstheabilitytoreceivesupportdownatthe
developerlevelviacodecustomizationreviews.
Marketingexecution:SugarCRMhasimprovedmarketingexecutioninthepastyear,appearing
onanincreasingnumberoftheSFAshortlistsofGartner’sclients.Prospectspositivelynoted
theimportanceoftheSugarCRMplatformforbuildingcustomsalesprocessesthatdonotfit
thesalesprocessmodelsprovidedbyotherSFAvendors.
■
Upgradeprocess:ReferencecustomersmentioneddissatisfactionwiththeSugarCRMplatform
upgradeprocess,oftenleadingtounevenfunctionalityacrossdesktopandmobileapplications.
■
Productfunctionality:SugarCRMreceivedlowreferencecustomerscoresforitscapabilitiesin
accountandcontactmanagement,opportunitymanagement,forecasting,reportsand
dashboards,andintegrationcapabilityfunctions.Somementionedneedingmoreflexible
reportingandevennoteditslimitedout-of-the-boxintegrationcapabilities.
■
Userinterface:ReferencecustomerscitedconcernswiththeUIofSugarCRM,primarilythe
difficultytheyhavenavigatingcertainfeatures.TheysuggestedaneedtoupgradetheUIfor
easiernavigationanduser-friendliness.
■
Customersupport:Vtiger’sreferencecustomerscorewasabovetheall-vendoraveragefor
customersupport.Surveyrespondentsciteditschatandphoneresponsivenessaskeysupport
channelsthatareusedeffectively.
■
Configurationandcustomization:ReferencecustomersofVtigerwereverysatisfiedwithSales
CRM’sconfigurationoptions,notingthattheproductallowsforahigherlevelofcustomization
tomatchtheseller’sprocessesthanotherSFAproductsthattheyevaluated.
■
Productvision:ComparedtoothervendorsinthisMagicQuadrant,Vtigeroffersahigher
numberofnativesalescapabilities,includingquotamanagement,leadmanagementandorder
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 16/34
Cautions
X2Engine
X2EnginemakesitsfirstappearanceinthisMagicQuadrant,positionedasaNichePlayer.ItsSFA
product,X2CRM,isbasedonanopen-sourceplatformandisanativecomponentinthevendor’s
CRMproductsuite.Itissuitableforsmalltomidsizeorganizations.Itincludescorecapabilities
suchasaccountandcontactmanagementaswellasopportunitymanagement,alongwith
additionalfeaturesforpipelinemanagement.Inthelastyear,itaddedmarketingautomation
acrossallSFAmodules.X2EnginehascustomersinEMEA,APACandNorthAmerica,andserves
industriesincludingmanufacturing,financialservicesandfinancialinvestment.Itdoesitsown
deploymentsbutplanstodevelopanetworkofsystemimplementers.X2CRMisdeployedas
SaaSviaAWSorGCCinthreeversions:sharedservices,on-premisesandviadedicatedprivate
servers.ThislatterdeliverymethodisrelevantintheSFAmarketforcompaniesinthefinancial
servicesvertical.ReferencecustomersscoredX2CRMamongthestrongestofallthesevendors
forsatisfactionwithtechnicalsupport.
Strengths
Cautions
management.
Productcapabilities:ReferencecustomersforVtigergaveSalesCRMcomparativelylowoverall
satisfactionscoresforthefollowingSFAfunctions:salesactivities,opportunities,reportsand
dashboards,systemadministratorfunctions,mobile,andintegration.Theyalsocitedconcerns
withtheproduct’slimitedreportingfunctionalitiesanddifficultieswithintegration.
■
Marketstrategy:Vtigerhasalimitedmarketstrategythatinvolvestargetingmostlysmall-
businessCXOs.Itdoesnotoffervertical-specificproductsoranappmarketplace.
■
Pricingandcontracts:ReferencecustomersforVtigergavethevendorcomparativelylow
ratingsforpricingandcontractflexibility.
■
Salesexecution:X2Enginesawhealthyyear-over-yearrevenuegrowthin2018.Itscoredwell
withreferencecustomersforcontractnegotiationandflexibilityaswellaspricing.
■
Customerexperience:ReferencecustomersratedX2Enginehighlyforcustomersupport,
technicalsupportandeaseofintegration.
■
Professionalservices:ReferencecustomerscitedX2Engine’seaseofdeployment.Theygaveit
oneofthebestscoresofallthevendorsinthisMagicQuadrantforsatisfactionwithits
professionalservicesteam.
■
Marketstrategy:ComparedtotheLeadersinthisMagicQuadrant,X2Enginehasamuchmore
modestgo-to-marketstrategy.Itprimarilytargetscompaniesintheprofessionalservicesand
high-techverticals,aimingitsmarketingmessagesatbusinessleaderswhoaredissatisfied
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 17/34
Xiaoshouyi
XiaoshouyiremainsaNichePlayerasitcontinuestoselltoChina-basedcompaniesonly.TheSFA
product,brandedinternationallyasIngageAppin2018butstillreferredtoasXiaoshouyiinChina,
iswell-suitedforsmalltomidsizebusinessesthathaveB2BandB2Csalesprocesses.Xiaoshouyi
hashadsuccessacquiringcustomersinthemanufacturing,high-tech/software,consumergoods
andprofessionalservicesindustries.Itoffersfree,professional,enterpriseandflagshipeditionsof
theproduct.CapabilitiesincludecoreSFAfunctionalitysuchaslead,territory,opportunityand
accountmanagement,aswellassomenear-corecapabilitiessuchasCPQrelationship
intelligence.ThevendorhasastrongmobileappforiOSandAndroid,withamajorUIupdatethis
lastyear,andcommunicationwithWeChatisnativelyembedded.Overthelastyear,ithas
introducedWeChatMiniAppsthatconnectconsumersandretailstorestochannelpartnersand
manufacturers,forbothwebandmobile,aswellasimprovementstoitsanalyticsoffering.
Strengths
Cautions
withtheirincumbentSFAsolution.Thevendoralsoprovidesmore-limitedthoughtleadership
messaging.
Userinterface:SomereferencecustomersofX2EnginecitedthepoorqualityofX2CRM’sUI,
notingthatitseemstolagbehindtheusabilityandattractivenessexhibitedbythoseofother
SFAvendors.
■
Product:X2EngineX2CRMhaslimitedfunctionalitycomparedtotheproductsoftheLeadersin
thisMagicQuadrant.ItoffersonlylightPRMfunctions,andmostofitsenhancementsoverthe
lastyearhavebeenbugfixesandminorimprovements.
■
Chinasalesstrategy:XiaoshouyihasastrongsalesstrategyfortheChinesemarket.Itsellsto
targetedrolesforbusinessandIT,haslocalimplementationpartners,andoffersintegrations
withbusinesssearchandcommunicationwithvendorssuchasTianyanchaandWeChat.
■
Product:Xiaoshouyi’sadvancedanalyticscapabilitieswereratedhighlybyreference
customers,withitsscoresinthetopthreevendorsinthisMagicQuadrant.Administratorscan
defineandmanageopportunityscoringschemes,anddeveloperscanbuildcustommobile
appsusingopenAPIs.
■
Implementation:ManyreferencecustomersnotedtheeaseofdeploymentofXiaoshouyi.The
vendorhasdeployedwithlocalimplementationpartnersoverthelastyear.
■
Customerretention:Xiaoshouyiisamongthebottomtierofvendorsforcustomerretention,as
measuredintermsofannualcontractvalue.Referencecustomersnotedsomedifficultiesor
complexitytotheproductthatpresentchallengesinadoption.
■
Applicationmarketplace:ComparedtotheleadingvendorsintheMagicQuadrantthatmaintain
third-partyapplicationmarketplaces,XiaoshouyihasalimitednumberofISVsolutionsthat
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 18/34
Zendesk(Base)
ZendeskisagainintheVisionariesquadrantonthestrengthofitsproductforB2Bsalesuse
cases.TheZendeskSellproductforSFAistheproductformerlyknownasBaseCRM(Zendesk
acquiredBaseinSeptember2018).Fortheforeseeablefuture,ZendeskSellremainsaseparate
productline,independentoftheZendeskserviceproduct.ZendeskSellisprimarilydesignedfor
mobilesalesusecasesonsmallsalesteams,especiallyforsellersinthehigh-tech,mediaand
professionalservicesindustries.Inthepastyear,thevendorhasupdatedtheproductwithnew
Zapierintegrationstothird-partyapplicationsandnewbatchupdatefunctions.However,itno
longersellstheApollopredictiveandprescriptiveanalyticsproductformanagingopportunities;
thiswillbereplacedwithZendesk’sownnativeanalyticsproductinthenearfuture.
Strengths
Cautions
integratewithit.
Configurationcapabilities:ReferencecustomersforXiaoshouyinotedissueswiththe
administratortoolsforconfiguringtheproduct,statingthatithaslimitedconfigurablelayout
capabilitiesandisdifficulttonavigate.
■
Salesandmarketingexecution:Zendeskhasstronglyimprovedsalesandmarketingexecution
inthepastyear.At16%year-over-yeargrowth,itachievedoneofthetoprevenuegrowthratesin
themarket,andwasoneofthetopvendorsconsideredbythetotalreferencecustomerpoolin
theMagicQuadrantsurvey.
■
Professionalservices:UnlikemostothervendorsinthisMagicQuadrant,implementation
servicesandcostsareincludedinthecostoftheZendesklicense.Allimplementationworkis
performedbythevendor’sownconsultants,whichisanadvantageforsoftwarebuyersthat
needtoimplementaSFAsolutionquickly.
■
Usability:ReferencecustomersforZendeskgavethevendorstrongscoresforusability,
mentioningthattheapplicationhasanintuitiveUIandrequirescomparativelylittleonboarding
time.
■
Platform:AdministratorscannotcustomizeZendeskSellwithcustomobjectsnorcontrol
recordaccessattherecordlevel—capabilitiesthatarecommonwiththeLeadersinthisMagic
Quadrant.Theselimitationswerealsocitedbyseveralofthevendor’sreferencecustomers.
■
Customerexperience:ComparedtothestrongestvendorsinthisMagicQuadrantforcustomer
experience,referencecustomersforZendeskSellgavethevendormuchlowersurveyscores
foroverallexperience,willingnesstorecommendtheproductandrelevancetoend-userneeds.
■
Productvision:Becauseofpendingproductdevelopmentdecisions,Zendesknolongersells
theApollopredictiveanalyticsproduct—acapabilityfavorablycitedbysurveyrespondentsin
previousiterationsofthisMagicQuadrant.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 19/34
Zoho
ZohohasmovedfromtheNichePlayerstotheChallengersquadrantthisyear,basedonimproved
salesexecution,marketstrategyandcustomerservice,aswellasitsscopeofproduct
capabilities.ZohooffersaSaaS-onlysuiteofCRMapplications,spanningsales,marketing,service
andcustomerexperience.TheSFAproduct,ZohoCRM,featuresthefullsetofSFAcapabilities,
includingPRM,andoffersasignificantnumberofnativeextensionssuchaslead,quoteand
territorymanagement.Inthepastyear,thevendorhasenhancedZohoCRMwithnewGDPR
compliancefunctions,emailauthenticationandvirtualmeetings.Thelatterfunctionisrelevantfor
softwarebuyersthathaveworldwideleadmanagementprocesses.
Strengths
Cautions
VendorsAddedandDropped
WereviewandadjustourinclusioncriteriaforMagicQuadrantsasmarketschange.Asaresultof
theseadjustments,themixofvendorsinanyMagicQuadrantmaychangeovertime.Avendor’s
appearanceinaMagicQuadrantoneyearandnotthenextdoesnotnecessarilyindicatethatwe
havechangedouropinionofthatvendor.Itmaybeareflectionofachangeinthemarketand,
therefore,changedevaluationcriteria,orofachangeoffocusbythatvendor.
Added
Valueproposition:ZohoistheonlyvendorinthisMagicQuadrantthatwillrefundmoneyto
clientsiftheyarenotsatisfiedorsuccessfulwithitsoffering.
■
Artificialintelligence:Zoho’sAIlayer,Zia,appliestoawiderangeofSFAprocesses,including
activityreminders,digitaltwinsalesassistantsandrelationshipintelligence.Ziadata
enrichmentprepopulatesaccountfieldswithpubliclyavailableaccountdata.
■
Usability:ReferencecustomersforZohogavethevendorcomparativelyhighscoresfor
usability,citingtheeaseofuseandarrayofapplicationcustomizationcapabilities.
■
Enhancements:ComparedtothestrongestvendorsinthisMagicQuadrantforproduct
enhancements,ZohohasreleasedfewerSFA-specificenhancementsinthepastyear.
■
Advancedcapabilities:Amongallthesevendors,Zoho’sreferencecustomersgavethevendor
comparativelylowscoresforpredictiveAIcapabilities,includingopportunityscoringand
predictiveforecasting.Theycitedconcernswiththeapplication’sfunctionsforadvanced
forecasting,notingthatthesystemdoesnotsufficientlysupportcomplexormatrixed
forecasts.
■
Integration:ReferencecustomerscitedconcernsusingtheSFAcapabilitiesinconjunctionwith
otherZohoproducts,notingthatsomeapplicationsdonotnativelyconnectandthatthevendor
doesnotprovideenoughdocumentationaboutintegrationbestpractices.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 20/34
Dropped
InclusionandExclusionCriteriaToqualifyforthisMagicQuadrant,vendorsmusthavemetatleastfiveofthefollowingcriteria:
Copper■
Freshworks■
Pipedrive■
Pipeliner■
Vtiger■
X2Engine■
Aptean■
Infor■
HaveatechnologysolutionthatautomatestheSFAcriticalcapabilities:
Thesolutionmustalsoprovidesalesforecastingandpipelinemanagementcapabilities.
■
Accountandcontactmanagement■
Salesactivitymanagement■
Opportunitymanagement■
Reportinganddashboards■
Mobileapplications■
Partnerrelationshipmanagement(PRM)■
API-integrations■
Haveatleast25customerswithliveSFAimplementationsasofMarch2019,spanningatleast
threeindustries(inaccordancewithindustrydefinitionsestablishedbyGartner).
■
HaveanaveragenumberofSFAuserspercustomer(notorg/instance)ofatleast25usersas
ofMarch2019.
■
RevenuefromSFAsoftwareandservicesofatleast$11millionduringcalendar2018.■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 21/34
HonorableMentions
SeveralvendorsintheSFAmarketproviderelevantcapabilitiesbutdidnotmeettheinclusion
criteriaforthisMagicQuadrant.Thefollowingmaybeworthconsidering:
EvaluationCriteria
AbilitytoExecute
Differentsalesorganizationsrequiredifferentlevelsofdepthandcomplexityintermsof
capabilities.Vendorsthatsupportawiderangeofcomplexityhavegreatermarketpotential,and
areratedaccordingly.Asthisisacross-industryMagicQuadrant,evaluationofaprovider’s
offeringisfocusedontheabilitytoserveseveralbroadindustrysectors,nottoprovideindustry-
specificsolutions.
ProductorService
Coregoodsandservicesthatcompeteinand/orservethedefinedmarket.
CustomerswithliveSFAimplementationsinatleastthreeofthefiveusecasesforSFAcritical
capabilities:
■
Long-cycleB2Bsales■
Short-cycleB2Bsales■
Long-cycleB2Csales■
Short-cycleB2Csales■
Indirectsales■
Madeatleastonemajorreleasewithsignificantfunctionalimprovementsduringthe12months
fromApril2018toMarch2019.Aneworacquiredofferingfromanestablishedvendorinthis
marketwasalsoconsidered,ifGartnerestablishedthatthisofferingwasbeingsoldto
customers.
■
ClosedSFAcontractswithatleastsixnew,namedlogos(notnewcontractssoldtoanexisting
client)duringthe12monthsfromApril2018throughMarch2019.
■
Aptean■
Infor■
Nimble■
TourdeForce■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 22/34
VendorsareevaluatedonthequalityoftheirnativeSFAcapabilities,includingboththecritical
capabilitiesaswellasSFAextensions.Vendorsarealsoevaluatedontechnicalconsiderations
suchaseaseofuseandadministrativefunctions.Gartnerassessesinformationprovidedfrom
theMagicQuadrantreferencesurvey,fromtheCriticalCapabilitiesresearchandfrom
observationscollectedfromGartnerinquiries.
OverallViability
Thisisanassessmentoftheorganization’soverallfinancialhealthaswellasthefinancialand
practicalsuccessofthebusinessunit.Weconsiderthelikelihoodoftheorganizationcontinuing
toofferandinvestintheproductaswellastheproductpositioninthecurrentportfolio.
Vendorswillberatedonadditionalfactorssuchascustomerretentionrate,andabilitytogenerate
revenuespecificallyintheSFAmarket.
SalesExecution/Pricing
Thisincludesanorganization’scapabilitiesinallpresalesactivitiesandthestructurethat
supportsthem.Itconsidersdealmanagement,pricingandnegotiation,presalessupport,andthe
overalleffectivenessofthesaleschannel.
Thevendormustprovideglobalsalesanddistributioncoveragethatalignswithitsmarketing
messages.ItmusthavespecificexperienceandsuccesssellingSFAapplicationstosalesbuying
centers(i.e.,theVPofsalesorsalesoperations)andtoapplicationleaders.
Amongthemanyfactorsinthiscategory,Gartnerevaluatesthenumberofnewcustomers
acquired,growthinSFArevenue,averageSFAdealsize,averagecontractdurationandcustomer
retention.Gartneralsoevaluatesclients’satisfactionwithcontactingandnegotiationprocesses.
MarketResponsivenessandTrackRecord
Thisconsidersavendor’sabilitytorespond,changedirection,beflexibleandachievecompetitive
successasopportunitiesdevelop,competitorsact,customerneedsevolveandmarketdynamics
change.Wealsoconsiderthevendor’shistoryofresponsivenesstochangingmarketdemands.
Gartnerevaluatesthequalityanddepthofthevendors’releases,andtheabilitytorelease
functionsrequestedbyclients.
MarketingExecution
Theclarity,quality,creativityandefficacyofprogramsdesignedtodelivertheorganization’s
messageinordertoinfluencethemarket,promotethebrand,increaseawarenessofproductsand
establishapositiveidentificationinthemindsofcustomers.This“mindshare”canbedrivenbya
combinationofpublicity,promotional,thoughtleadership,socialmedia,referralsandsales
activities.
Gartnerwillmeasurethefrequencyandqualityofthevendor’smarketingtechniques,includingbut
notlimitedtoitsuseofpublicitypromotions,andthoughtleadershipinsocialchannelsorprint
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 23/34
publications.Gartnerwillalsoevaluatethevendor’spresenceontheshortlistsofGartner’sclients
andthescopeofavailablethird-partysolutions.
CustomerExperience
Thisconsidersproductsandservicesand/orprogramsthatenablecustomerstoachieve
anticipatedresultswiththeproductsevaluated—specifically,qualitysupplier/buyerinteractions,
technicalsupportoraccountsupport.Thismayalsoincludeancillarytools,customersupport
programs,availabilityofusergroups,SLAsandsoon.
Feedbackfromactivecustomersongenerallyavailablereleasesduringthepast12to18months
isanimportantconsideration.Sourcesoffeedbackincludevendor-suppliedreferences,Gartner
clientinquiriesandothercustomer-facinginteractions,suchasatGartnerconferences.Customer
experiencesareevaluatedbasedonthevendor’sabilitytohelpcustomersachievepositive
businessvalueaswellassustaineduseradoption,qualityimplementationandongoingsupport.
Operations
Theabilityoftheorganizationtomeetgoalsandcommitments.
Table1:AbilitytoExecuteEvaluationCriteria
Source:Gartner
CompletenessofVision
Gartnerevaluatesvendorsontheirabilitytoconvincinglyarticulatelogicalstatements.This
includescurrentandfuturemarketdirection,innovation,customerneedsandcompetitiveforces,
aswellashowwellthesestatementsmaptoGartner’sviewofthemarket.
MarketUnderstanding
ProductorService High
OverallViability Medium
SalesExecution/Pricing Medium
MarketResponsiveness/Record High
MarketingExecution Medium
CustomerExperience High
Operations Medium
EvaluationCriteria Weighting
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 24/34
Thisincludestheabilitytounderstandcustomerneedsandtranslatethemintoproductsand
services.
Vendorsthatshowaclearvisionfortheirmarketlisten,understandcustomerdemands,andcan
shapeorenhancemarketchangeswiththis.
VendorsmustdefinehowtheirSFAsolutionsimproveclients’salesprocessexecutionaswellas
supportsaleseffectivenessobjectives.Vendorsmustalsodefinetheircompetitivedifferentiators,
valuepropositionandtheoutcomesachievedbytheirclients.
Vendorsarealsoevaluatedontheirarticulatedanddemonstratedabilitytoalignwithclients’
customerexperience,digitalbusinessandsalesexecutionoptimizationobjectives.
MarketingStrategy
Inthiscategory,welookforclear,differentiatedmessagingthatisconsistentlycommunicated
internally,andexternalizedthroughsocialmedia,advertising,partnerprograms,system
integrators,customerprogramsandpositioningstatements.
Vendorsareevaluatedontheirsegmentationstrategyandhowtheirsolutionappealstoselling
organizationsinmultipleverticals,aswellasprospectswith50ormoresalessellers.
Ifthevendorgetsasignificantpercentageofrevenuefromrecurringrevenue-basedproducts,it
mustalsohaveacustomerretentionstrategy.
SalesStrategy
Inthiscategory,weprimarilylookforasoundstrategyforsellingthatusestheappropriatedirect
andindirectsalesstrategy,aswellaspartnersthatextendthescopeanddepthofmarketreach,
expertise,technologies,servicesandthecustomerbase.
VendorsareevaluatedontheirabilitytoselltobothbusinessandITstakeholders,aswellasto
thesegmentsdefinedinthemarketingstrategy.
Offering(Product)Strategy
Thiscategoryincludesthevendor’sapproachtoproductdevelopmentanddeliverythat
emphasizesmarketdifferentiation,functionality,methodologyandfeatures,astheymapto
currentandfuturerequirements.
Gartnerassessesthevendor’sproductandpackagingofferings.
ThevendorshoulddemonstrateaproductvisionthataccountsforcoreSFAfunctionality(as
definedbythemarket’scriticalcapabilities),butthatalsooffersnewapplicationfunctionality
acrossthebreadthanddepthofproductcapabilities.Thelatterconsiderationiscriticalfor
meetingtheneedsofamaturingmarket.
Subcapabilitiesinclude,butarenotlimitedto,thevendor’svisionfor:
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 25/34
BusinessModel
Inthiscategory,welookforhowthedesign,logicandexecutionoftheorganization’sbusiness
propositionhelpitachievecontinuedsuccess.
VendorsneedtohaveclearbusinessplansforhowtheywillbesuccessfulintheSFAmarket.
Thesebusinessplansshouldincludeappropriatelevelsofinvestmenttoachieveprofitabilityand
healthyrevenuegrowthduringathree-tofive-yearperiod.Saleschannelandpartnership
strategiesareimportantcomponents.
Innovation
Thisconcernsdirect,related,complementaryandsynergisticlayoutsofresources,expertiseor
capitalforinvestment,consolidation,defensiveorpreemptivepurposes.
Vendorsareevaluatedonthequalityoftheirenhancementsandproductreleases.
VendorsmustshowcontinuedinvestmentinimprovingcoreSFAcapabilities.Theymustalso
showgrowthintonewareas,suchasimprovingsalesexecution,analytics,socialcollaboration
andSaaS;ornewdevices,suchasthetabletsandsmartphones;ornewtechnologydirections,
suchasdigitalbusiness.
GeographicStrategy
Welookatthevendor’sstrategytodirectresources,skillsandofferingstomeetthespecificneeds
ofgeographiesoutsidethe“home”ornativegeography,eitherdirectlyorthroughpartners,
channelsandsubsidiaries,asappropriateforthatgeographyandmarket.
Vendorswillbeevaluatedonpercentageofemployeesallocatedtotheregionsaswellasthe
depthandscopeofpartnersavailableinthoseregions.
Table2:CompletenessofVisionEvaluationCriteria
Salesenablementcapabilities,suchascontentmanagementandsalestraining■
Leadmanagement■
Saleseffectivenesscapabilities,suchasCPQorordermanagement■
Integrationwiththird-partysalesapplications■
MarketUnderstanding High
MarketingStrategy Medium
EvaluationCriteria Weighting
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 26/34
Source:Gartner
QuadrantDescriptions
Leaders
Leadershavetheabilitytoexecutetheirvisionthroughproducts,servicesanddemonstrablysolid
businessresults,intheformofrevenueandearnings.Leadershavesignificantsuccessful
customerdeploymentsinNorthAmerica,EMEAandAPACinawidevarietyofindustries,andwith
multipleproofpointsfordeploymentsabove500users.Theydemonstrateconsistentlyabove-
averagecustomerexperiencelevels,productexecutionscoresandsalesexecutionscores.They
demonstrateproductleadership,deliveringnewenhancementsandinnovationsonaconsistent
schedule.Theyalsoprovidethoughtleadership,showingcustomersandprospectshowtheirSFA
solutionsimprovesalesexecutionandsalesprocesses.
Leadersarethevendorsagainstwhichotherprovidersinthemarketmeasurethemselves.
Challengers
Challengersareoftenlargerthanmost(butnotall)NichePlayers,anddemonstrateahigher
volumeofnewbusinessforSFA.Theyhavethesizetocompeteworldwide,butinsomecases
maynotbeabletoexecuteequallywellinallgeographies.Theyoftenreturnstrongcustomer
experiencesatisfactionscores.Theyunderstandtheevolvingneedsofasalesorganization,yet
maynotleadcustomersintonewfunctionalareaswithastrongfunctionalvision.
ChallengerstendtohaveagoodtechnologyvisionforarchitectureandotherITorganizational
considerations,buthavenotwonoverthetopsalesexecutivesand/orapplicationleadersintheIT
organization.
Visionaries
Visionariesareaheadofmostpotentialcompetitorsindeliveringinnovativeproductsand/or
deliverymodels.Theyanticipateemergingandchangingsalesneedsandmovethemarketinto
SalesStrategy Medium
Offering(Product)Strategy High
BusinessModel Low
Vertical/IndustryStrategy NotRated
Innovation High
GeographicStrategy Medium
EvaluationCriteria Weighting
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 27/34
freshareaswithsolutionsthatimprovesalesexecution.
VisionarieshavestrongpotentialtoinfluencethedirectionoftheSFAmarket,butarelimitedin
termsofexecutionand/ortrackrecord.
NichePlayers
NichePlayersofferproductsforSFAfunctionality,butmaylacksomefunctionalcomponents.
Theymaynotshowtheabilitytoconsistentlyhandledeploymentsofmorethan500usersacross
multiplegeographies,ortheymaylackstrongbusinessexecutionintheSFAmarket.These
vendorsmayoffercompleteportfoliosforaspecificindustry,butfacechallengesinoneormore
areasnecessarytosupportcross-industryrequirements,suchascomplexforecastingandsales
effectiveness.Theymayhaveaninconsistentimplementationtrackrecord,ortheymaylackthe
abilitytosupporttherequirementsoflargeenterprises.
NichePlayersoftenofferthebestsolutionsfortheneedsofparticularsalesorganizations,
consideringtheprice/valueratiooftheirsolutions.
ContextGiventhattherearemorethan75SFAvendorsworldwide,thevendorspresentedinthisMagic
QuadrantareonlyasmallpartoftheoverallSFAvendormarket.Therearehundredsmorevendors
thatprovidebasiccontactmanagementsoftware,whichisasubsetofSFA(fordetailsand
examples,seeCapterra,G2CrowdandGetApp).Andtherearemanydozensofvendorsthathave
builtvertical-specificSFAsolutions.
BecauseitisnotpossibletorevieweverySFAprovider,thisMagicQuadrantreviewsSFAsolutions
thatarebroadlyapplicabletomanydifferentlysizedsalesorganizationsandverticals.
ThisMagicQuadrantplacesparticularemphasisonvendors’coreSFAcapabilities,asdescribedin
theMarketDefinition/Descriptionsection.However,forthepurposeofbuildingascompletea
pictureaspossible,wealsoevaluatetheirnoncoreSFAcapabilities,suchascontentmanagement
andleadmanagement.
SalesOrganizationTypes
SFAmeansdifferentthingstodifferenttypesofsalesorganizations:
Product-driven,transactionalsalesorganizations,suchasthoseengagedinshort-cycleB2B
sales,willvaluebasicleadandopportunitymanagementcapabilitiestoreducesalescyclesand
improvesalesmanagementvisibility.
■
Productandserviceorganizationssellingenterprisewidedeals,suchaslong-cycleB2Bsales
organizations,willvalueaccountmanagementandforecastingcapabilities.These
organizationsoftenalsovalueleadmanagement,CPQandsalescontentmanagement
systems.Theyoftentietogetherproposals,bids,configurationsandquoteswithauthorizations
andorder-capturesystems.Organizationsoperatinginthisspacerequiregranularforecasting
andpipelinemanagementfeatures.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 28/34
SalesOrganizationSizing
InthisMagicQuadrant,Gartnerreferstosalesorganizationcustomersizesorvendortarget
segments.Wedefinethesesegmentsasfollows:
AboutGartnerMagicQuadrants
MagicQuadrantsaresnapshotsintime.Tobeimpartialandtocompleteouranalysis,westopour
datacollectioneffortsataconsistenttimeacrosstheboard.Inthiscase,thecutoffdatewas1
March2019.Althoughthismeansthatsomeproducts’capabilitiesmayhavechangedsincethen,
thesameistrueforallvendorsevaluated.
CriticalCapabilitiesforB2BandB2CSalesOrganizationUseCases
Tohelpclientsmaketherightchoiceofvendorandproduct,Gartneralsopublishes“Critical
CapabilitiesforSalesForceAutomation.”Init,Gartnerscoreseachvendor’scoreSFAcapabilities
againstfivecommonsalesusecases:
MarketOverviewIn2018,thesalestechnologysalesforceautomation(SFA)marketgrewbyanestimated12.8%to
$6.9billion,withalmostallthegrowthrelatingtocloud-basedofferings.TheSFAmarketisgrowing
OrganizationsengagedinrelationshipsellingrequireSFAtoolstomanagetheircustomerand
prospectdata,buttheyalsorequiresalesenablementtoolsforcontentdistributionandsales
activitycapture.
■
OrganizationsthatsellviaindirectsaleschannelsrequirePRMcapabilities.■
Smallbusiness:fewerthan50salesusers■
Midsizebusiness:50to500salesusers■
Largebusiness:500to1,000salesusers■
Enterprise-size:morethan1,000salesusers■
Long-cycleB2Bsales■
Short-cycleB2Bsales■
Short-cycleB2Csales■
Long-cycleB2Csales■
Indirect/relationshipsales■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 29/34
ataslightlyslowerpacethantheoverallsalestechnologymarket,whichgrewbyanestimated
14.2%in2018.
SFAisthelargestcomponentofthelargersalestechnologymarket.GartnerestimatesthatSFA
technologycomprisesapproximately55%oftheoverallsalestechnologymarket.
TopSFAExpectationsofApplicationLeaders
Inthepastyear,GartneranalystshavespokenwithhundredsofapplicationleadersabouttheSFA
market.Threetrendsemergedfromthoseconversations:
1.Digitaloptimizationobjectivesnowdrivemanysalestechnologypurchasedecisions.
Digitaloptimizationistheprocessofusingdigitaltechnologytomaximizeexistingoperating
processesand/orbusinessmodels.Digitaloptimizationofsalesprocesses,whichisoftenalso
termed“digitaltransformation,”isthemostsignificanttrendthatGartnerhasencounteredin
theSFAmarketinthepasttwoyears.Gartnerclientinterestindigitaloptimizationforsales,
basedonrecentinquiries,grewapproximately100%from2017to2018.Thisinterestisdriven
bytheneedtobuildadata-drivensalesorganization.
(Formoreinformationonthistopic,see“DigitalOptimizationObjectivesElevateB2BSales
TechnologyPrograms.”)
2.ApplicationleadersthinkofSFAasatleastafive-yearcommitment.
SFAimplementationsarelong-lived.BasedonsurveydatainthisMagicQuadrant’sreference
customersurvey,42%ofallimplementationsareolderthanthreeyearsintenure.Gartner’s
inquirieswithapplicationleadersalsobearthisout.TheyviewSFAimplementationsaslong-
terminvestments.Gartnerclientswithlargeandenterprise-sizesalesteams,inparticular,
inquireaboutSFA’strackrecordforinnovation.Theyseekassurancesof“futureproof”
technologythatwillalwaysexhibitstrongSFAcapabilities.
3.Integrationwiththird-partyapplicationsisanessentialrequirement.
BecausenoSFAvendorprovidesallofthesalestechnologiesthatsellingorganizationsrequire,
application-to-applicationintegrationisanessentialrequirement.Tothatend,Gartnerclients
frequentlyaskaboutSFAvendormarketplacesofthird-partyapplications.Theyalsoinquire
aboutthetypesoffirst-partyintegrationsvendorsprovidetoERPandmarketingautomation
solutions.
FunctionalityTrends
Inthepastyear,thetopmarketdevelopmenthasbeenthematuringofAIcapabilitiesinSFA
productsuites.ThemajorityofvendorsinthisMagicQuadrantnowofferpredictiveanalyticsfor
atleastoneoftheseusecases:opportunityscoring,leadscoring,accounthealthscoringor
naturallanguageprocessing(NLP).
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 30/34
Prescriptiveanalytics—guidingsellerswithrecommendednext-bestactions—isnotyetmature.
Mostvendorsoffersalesplaybooks—functionsthatrecommendnextstepstotakeonaspecific
deal.WiththeexceptionofsomeinnovativeofferingsfromPegasystemsandbpm’online,sales
playbooksarenotyetlinkedwithpredictiveanalyticsmodels.Regardlessofthisgap,Gartner
thinksthatprescriptivenext-bestactionswillbecomeanessentialpartofSFAproductsinthenear
future.
(FormoreinformationonAIforguidedselling,see“OptimizeSalesExecutionWithArtificial
IntelligenceforGuidedSelling.”)
GartneralsobelievesthattwootherformsofAI—virtualdigitalsalesassistantsandvoice-driven
dataentry—willbecomeimportantfunctionsinthismarket.(Formoreinformationonthese
capabilities,see“HypeCycleforCRMSales,2018.”)
Salesenablement—particularlyfordigitalcontentmanagementforsales—continuestobeagap
inmostSFAproductofferings(see“MarketGuideforDigitalContentManagementforSales”).
Somevendors—SAP,SugarCRM,Oracleandothers—havestrucklimitedstrategicpartnerships
tofillthisgap.MicrosoftandSalesforcearepartner-agnostic,allowingmultiplevendorstosellto
theirclientbases.Theremainingvendorstendtohaveverylimitednativesalesenablement
capabilities,andhavenotyetbuiltproductpartnershipswithothervendors.
ThisfunctionalitygapisimportantbecauseitindicatesthatSFAvendorshavenotaddressedan
importantaspectofselling:engagement.Salesenablementtechnologieshaveproventobe
effectiveformeasuringengagement,forbothspecificprospectsandsalesreps.Sales
enablementtoolswithcontentmanagementcapabilitiesmeasurefrequencyandlevelof
engagementwiththesalescontent.Customerengagementmetricscanbecorrelatedwithseller
executionmetrics,wheresellersaremeasuredontheirabilitytomovedealsforwardusingsales
content.Andwiththosemetrics,salesmanagerscanhavebettercoachingmeetingswiththeir
sellers.
(Formoreinformationontrendsinsalesenablement,see“TechGo-to-Market:3Waysto
ReimagineSalesEnablementStrategiestoWinMoreDealsandShortenSalesCycles.”)
CustomerInsights
AspartoftheMagicQuadrantanalysisprocess,Gartnercollectedsurveyinputfrom218vendor
referencecustomerswhousetheSFAsolutionsreviewedinthisMagicQuadrant.Basedonthe
followingquestionsposed,insightswegainedfromthissurveyincludethefollowing:
“Whydidyoupurchasethesoftwareorservice?”(multipleresponsesallowed).Thetopfive
reasonsselectedwere:
■
1. Tocreateoperationalefficiencies(71%ofallreferencecustomers)■
2. Toimprovebusinessprocessoutcomes(70%)■
3. Toimprovebusinessprocessagility(68%)■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 31/34
AcronymKeyandGlossaryTerms
AI artificialintelligence
PRM partnerrelationshipmanagement
SAML SecurityAssertionMarkupLanguage
SSO singlesign-on
UI userinterface
Evidence
4. Toimprovecustomerrelations/service(60%)■
5. Todriverevenuegrowth(58%)■
“Whatwerethekeyfactorsthatdroveyourdecisiontochoosethisvendor?”(multipleresponses
allowed).Thetopfivefactorswere:
■
1. Productfunctionalityandperformance(60%ofallreferencecustomers)■
2. Competitivecosts(59%)■
3. Productroadmapandfuturevision(50%)■
4. Architecturalscalability(48%)■
5. Strongcustomerfocus(45%)■
Intermsofoverallexperiencewiththeirvendor,90%ofreferencecustomersselectedeither4or
5(“verysatisfied”or“completelysatisfied”),ona5-pointratingscale(where1iscompletely
dissatisfiedand5iscompletelysatisfied).
■
Intermsofsatisfactionwiththeirvendor’svisionforimprovingsalesexecution,90%of
referencecustomersselectedoneeither4or5(“verysatisfied”or“completelysatisfied”),ona
5-pointratingscale(where1iscompletelydissatisfiedand5iscompletelysatisfied).
■
Intermsofproductadoption,24%ofreferencecustomersstatedthattheirSFAimplementation
wasoptimized.OptimizationistheconditionwheretheSFAdrivessalesexecutiontosucha
highdegreethatorganizationscancorrelatetheuseoftheSFAsystemwithbetterrevenue
results.Only4%ofreferencesstatedthattheyhadlowordecliningapplicationadoption.
■
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 32/34
TheMagicQuadrantreferencecheckispartofthedatagatheringefforttohelpGartnerbuildon
itsexistingknowledgeofvendorsinaparticularmarket.DuringthekickoffofthisMagicQuadrant
process,allinvitedvendorswereaskedtosubmitreferencesthatgenerallyrepresentedthe
inclusioncriteria.Thereferenceswereinvitedtocompletea20-to30-minuteonlinesurvey.Atotal
of218referencesfrom19vendorscompletedthesurvey.
Pleasenotethatvendorreferencedataisdifferentfromprimaryresearchandisnota
representativeknowledgebaseofSFA.Thereferencesdonotrepresentcustomersintheoverall
SFAmarket,butratherjusttheselectcustomersthevendorschosetosharewithGartnerthat
ultimatelyelectedtoparticipateasareferencecheck.
GartnerusedquantitativemetricsfromtheGartnerproductreviewforum PeerInsightsSales
ForceAutomation(https://www.gartner.com/reviews/market/sales-force-automation).
GartneralsocollectedinformationfromseveralhundredinquirieswithGartnerclientsevaluating
thevendors’products,aswellasindependentcustomerconversationsatconferencesandevents.
VendorswerealsointerviewedandGartnerattendedin-depthproductdemonstrations.
EvaluationCriteriaDefinitions
AbilitytoExecute
Product/Service:Coregoodsandservicesofferedbythevendorforthedefinedmarket.This
includescurrentproduct/servicecapabilities,quality,featuresets,skillsandsoon,whether
offerednativelyorthroughOEMagreements/partnershipsasdefinedinthemarketdefinitionand
detailedinthesubcriteria.
OverallViability:Viabilityincludesanassessmentoftheoverallorganization'sfinancialhealth,the
financialandpracticalsuccessofthebusinessunit,andthelikelihoodthattheindividualbusiness
unitwillcontinueinvestingintheproduct,willcontinueofferingtheproductandwilladvancethe
stateoftheartwithintheorganization'sportfolioofproducts.
SalesExecution/Pricing:Thevendor'scapabilitiesinallpresalesactivitiesandthestructurethat
supportsthem.Thisincludesdealmanagement,pricingandnegotiation,presalessupport,andthe
overalleffectivenessofthesaleschannel.
MarketResponsiveness/Record:Abilitytorespond,changedirection,beflexibleandachieve
competitivesuccessasopportunitiesdevelop,competitorsact,customerneedsevolveand
marketdynamicschange.Thiscriterionalsoconsidersthevendor'shistoryofresponsiveness.
MarketingExecution:Theclarity,quality,creativityandefficacyofprogramsdesignedtodeliver
theorganization'smessagetoinfluencethemarket,promotethebrandandbusiness,increase
awarenessoftheproducts,andestablishapositiveidentificationwiththeproduct/brandand
organizationinthemindsofbuyers.This"mindshare"canbedrivenbyacombinationofpublicity,
promotionalinitiatives,thoughtleadership,wordofmouthandsalesactivities.
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 33/34
CustomerExperience:Relationships,productsandservices/programsthatenableclientstobe
successfulwiththeproductsevaluated.Specifically,thisincludesthewayscustomersreceive
technicalsupportoraccountsupport.Thiscanalsoincludeancillarytools,customersupport
programs(andthequalitythereof),availabilityofusergroups,service-levelagreementsandsoon.
Operations:Theabilityoftheorganizationtomeetitsgoalsandcommitments.Factorsinclude
thequalityoftheorganizationalstructure,includingskills,experiences,programs,systemsand
othervehiclesthatenabletheorganizationtooperateeffectivelyandefficientlyonanongoing
basis.
CompletenessofVision
MarketUnderstanding:Abilityofthevendortounderstandbuyers'wantsandneedsandto
translatethoseintoproductsandservices.Vendorsthatshowthehighestdegreeofvisionlisten
toandunderstandbuyers'wantsandneeds,andcanshapeorenhancethosewiththeiradded
vision.
MarketingStrategy:Aclear,differentiatedsetofmessagesconsistentlycommunicated
throughouttheorganizationandexternalizedthroughthewebsite,advertising,customerprograms
andpositioningstatements.
SalesStrategy:Thestrategyforsellingproductsthatusestheappropriatenetworkofdirectand
indirectsales,marketing,service,andcommunicationaffiliatesthatextendthescopeanddepth
ofmarketreach,skills,expertise,technologies,servicesandthecustomerbase.
Offering(Product)Strategy:Thevendor'sapproachtoproductdevelopmentanddeliverythat
emphasizesdifferentiation,functionality,methodologyandfeaturesetsastheymaptocurrent
andfuturerequirements.
BusinessModel:Thesoundnessandlogicofthevendor'sunderlyingbusinessproposition.
Vertical/IndustryStrategy:Thevendor'sstrategytodirectresources,skillsandofferingstomeet
thespecificneedsofindividualmarketsegments,includingverticalmarkets.
Innovation:Direct,related,complementaryandsynergisticlayoutsofresources,expertiseor
capitalforinvestment,consolidation,defensiveorpre-emptivepurposes.
GeographicStrategy:Thevendor'sstrategytodirectresources,skillsandofferingstomeetthe
specificneedsofgeographiesoutsidethe"home"ornativegeography,eitherdirectlyorthrough
partners,channelsandsubsidiariesasappropriateforthatgeographyandmarket.
©2019Gartner,Inc.and/oritsaffiliates.Allrightsreserved.GartnerisaregisteredtrademarkofGartner,Inc.and
itsaffiliates.ThispublicationmaynotbereproducedordistributedinanyformwithoutGartner'spriorwritten
24/07/2019 Gartner Reprint
https://www.gartner.com/doc/reprints?id=1-W9M9SD6&ct=190628&st=sb 34/34
permission.ItconsistsoftheopinionsofGartner'sresearchorganization,whichshouldnotbeconstruedas
statementsoffact.Whiletheinformationcontainedinthispublicationhasbeenobtainedfromsourcesbelieved
tobereliable,Gartnerdisclaimsallwarrantiesastotheaccuracy,completenessoradequacyofsuch
information.AlthoughGartnerresearchmayaddresslegalandfinancialissues,Gartnerdoesnotprovidelegalor
investmentadviceanditsresearchshouldnotbeconstruedorusedassuch.Youraccessanduseofthis
publicationaregovernedbyGartner’sUsagePolicy.Gartnerpridesitselfonitsreputationforindependenceand
objectivity.Itsresearchisproducedindependentlybyitsresearchorganizationwithoutinputorinfluencefrom
anythirdparty.Forfurtherinformation,see"GuidingPrinciplesonIndependenceandObjectivity."
About Careers Newsroom Policies SiteIndex ITGlossary GartnerBlogNetwork Contact SendFeedback
©2018Gartner,Inc.and/oritsAffiliates.AllRightsReserved.