Louis Columbus
Louis Columbus

What’s New In Gartner’s Hype Cycle For CRM, 2019

Gartner’s Hype Cycle For CRM, 2019

  • Worldwide enterprise application software revenue totaled more than $193.6B in 2018, a 12.5% increase from 2017. CRM made up nearly 25% of the entire enterprise software revenue market.
  • 72.9% of CRM spending was on software as a service (SaaS) in 2018, which is expected to grow to 75% of total CRM software spending in 2019.
  • Worldwide spending on customer experience and relationship management (CRM) software grew 15.6%, from $41.7B in 2017 to $48.2B in 2018, and is projected to reach $55.2B in 2019.
  • Salesforce dominated the worldwide CRM market with a 19.5% market share in 2018, over double its nearest rival, SAP, at 8.3% share, according to Gartner’s market share estimates.
  • CRM revenue in 2018 is comprised of software and services revenue from Customer Service and Support (35.7%), Sales (25.9%), Marketing (25.4%), and Digital Commerce (13%). These four categories together comprise the customer experience and relationship management market, according to Gartner.

New technologies are proliferating across the CRM landscape, driven by the need every business has to understand, communicate, serve, and strengthen customer relationships. Gartner’s decision to create its first-ever Hype Cycle for CRM Sales Technology, 2019, reflects the widening spectrum of new technologies being introduced to improve sales effectiveness while improving operational efficiency. Gartner’s Hype Cycle for CRM Sales Technology, 2019 is based on an update to their Hype Cycle for CRM Sales, 2018.  Gartner’s definition of Hype Cycles includes five phases of a technology’s lifecycle and is explained here.

The Gartner Hype Cycle for CRM, 2019, is shown below:

Gartner Hype Cycle For Crm Technology 2019

Details Of What’s New In Gartner’s Hype Cycle For CRM, 2019

  • Four new technologies are on the Hype Cycle for CRM, reflecting enterprises’ need for greater integration of diverse systems and the demand for more predictive and prescriptive analytics-based insights. The four technologies include the following:
    • Blockchain for lead generation. Gartner sees the potential for blockchain to provide a decentralized peer-to-peer network model that supports exchanging data to the highest bidders using smart contracts. Gartner predicts this approach reduces or in some cases eliminates the need for a centralized authority such as a data intelligence solution. It also allows for a new ecosystem of managing, sharing and monetizing data for revenue-generating purposes.
    • Knowledge graphs for sales. The ability to build an AI-enabled knowledge model of real-world entities and their relationships to one another, expressed in a data schema, shows potential to increase sales effectiveness. Gartner predicts this emerging technology provides organizations with the ability to create data-driven sales organizations using graphs arranged in a network of nodes rather than in tables of rows and columns. The significance is the ability to correlate sales activities and benchmark against performance metrics in a more digestible and insightful way, which is often too complex for human analysis.
    • Digital adoption solutions. Gartner sees potential in this technology to improve the adoption of multiple tools across a selling and marketing organization. Digital adoption solutions enable sellers to onboard more quickly and improve productivity.
    • Relationship intelligence. By relying on machine learning, sales organizations can map out their universe of network connections, both internal and external, to identify potential avenues of engagement with any prospect or client. Gartner sees this as useful in its ability to provide warm introductions or even referrals for revenue-generating activities while reducing sales cycles.
  • Gartner predicts the following five technologies will deliver the most significant transformational benefits to selling organizations in 2 years or less. The five most transformation technologies in the near term are the following according to Gartner:
    • CPQ Application Suites
    • Digital Content Management for Sales
    • Lead Management
    • Partner Relationship Management (PRM)
    • Price Optimization and Management for B2B
  • The following CRM technologies have gained wide usage and adoption in the last year, as reflected by their position on this year’s Hype Cycle. Data intelligence solutions for sales, CPQ application suites, digital content management for sales, and sales KPI analytics are among the most adopted mature technologies on the hype cycle today.
  • Visual configurators have moved at a much faster pace to mainstream adoption along the Hype Cycle this year. Gartner credits visual configurators’ rapid adoption rate to how the majority of them are now embedded or easily integrated with configure, price, quote (CPQ) applications, or in digital commerce sites. State-of-the-art visual configurator is enabling engineering, production, and sales to become real-time collaborators in creating new products. For additional insights into visual configurators, please see How To Make Complex CPQ Selling Simple With Visual Configurators published earlier this week.
  • Algorithmic guided selling is now listed as obsolete. Gartner has re-assigned this technology as it’s now an embedded core capability in many CPQ and sales force automation (SFA) applications. By doing this, Gartner is saying it is doubtful algorithmic guided selling applications will be sold stand-alone in the future.
  • Social for sales and predictive B2B marketing analytics are off the CRM Hype Cycle. Gartner has chosen to merge them into the data intelligence solutions for the sales market. Social for sales is more of a process, not a technology market. The majority of social for sales-based strategies are executed over social networks that have the audience and scale to make them succeed, with LinkedIn being an example. Gartner believes the predictive B2B marketing analytics vendor landscape has shrunk and is not a viable market long term, as they have seen inquiries regarding market share in this area steadily drop in this area since 2016.
  • Gartner is seeing two main drivers of investment and innovation in CRM in 2019 and beyond. The first is digital optimization or a process and program of using digital technology to maximize existing operating processes and business models. The second is predictive/prescriptive-enabled technology or technology using capabilities such as machine learning that provides predictive signals and prescriptive “next best action” recommendations. Please see their research note, 4 Key Insights from the Gartner Hype Cycle for CRM Sales Technology, 2019, for additional details.

By Louis Columbus

Louis Columbus Contributor
Columnist; Software Expertise in AI, Analytics, Cloud
I am currently serving as Director, Global Cloud Product Management at Ingram Cloud. Previous positions include product marketing at iBASEt, Plex Systems, senior analyst at AMR Research (now Gartner), marketing and business development at Cincom Systems, Ingram Micro, a SaaS start-up and at hardware companies. I am also a member of the Enterprise Irregulars. My background includes marketing, product management, sales and industry analyst roles in the enterprise software and IT industries. My academic background includes an MBA from Pepperdine University and completion of the Strategic Marketing Management Program at the Stanford University Graduate School of Business. I teach MBA courses in international business, global competitive strategies, international market research, and capstone courses in strategic planning and market research. I've taught at California State University, Fullerton: University of California, Irvine; Marymount University, and Webster University. You can reach me on Twitter at @LouisColumbus.
The Massive Growth of the IoT Services Market

The Massive Growth of the IoT Services Market

Growth of the IoT Services While the Internet of Things has become a popular concept among tech crowds, the consumer IoT remains fragmented. Top companies ...
Daren Glenister

10 Ways The Enterprise Can Prevent Data Leaks In The Cloud

Prevent Data Leaks In The Cloud More companies are turning to the cloud for storage. In fact, over 60 percent of organizations store sensitive information ...
Sean Peterson

Cloud’s Mighty Role – Why Custom Development is the Next Big Thing (Again)

Custom Development is the Next Big Thing Today, software is playing a very important role in performing basic business processes and serving customers. Leading software ...
Choosing IaaS or a Cloud-Enabled Managed Hosting Provider?

Choosing IaaS or a Cloud-Enabled Managed Hosting Provider?

Cloud-Enabled Managed Hosting Provider We are all familiar with the old saying “That's like comparing apples to oranges” and though we learned this lesson during ...
Imminent IoT Eye-Tracking Technologies To Transform The Connected World

Imminent IoT Eye-Tracking Technologies To Transform The Connected World

IoT Eye Tracking Smelling may be the first of the perceptible senses, but the eye is the fastest moving organ in the human body. While ...
Reuters news

Situation critical: Vodafone’s future in India in doubt after court ruling

LONDON (Reuters) - Vodafone said its future in India could be in doubt unless the government stopped hitting operators with higher taxes and charges, after a court judgment over license ...
Accenture News

Accenture Expands Cybersecurity Capabilities with Network of “Cyber Ranges” to Help Industrial Companies Simulate and Respond to Cyberattacks

Accenture will also open new Cyber Fusion Center in Houston for industrial control systems NEW YORK; Nov. 7, 2019 – Accenture (NYSE: ACN) has expanded its cybersecurity capabilities with the ...
BBC Tech

Play store apps to be scanned for malware

Google is beefing up the way it checks if any of the apps uploaded to its Play store are malicious. All new apps will be scanned by malware-spotting tools from three ...