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This Ovum Decision Matrix compares 13 CRM enterprise applications from the top 10 global CRM vendors.


  • Ovum has highlighted the need for enterprises to rethink the role of CRM software. Several of the leading vendors have expanded their offerings beyond sales, marketing, and service to address the wider omnichannel customer engagement context.

Features and Benefits

  • Helps enterprises select the most appropriate CRM platform and lower the risk of selecting the wrong platform.
  • Offers guidance on developing a customer strategy and minimizing risk.

Key questions answered

  • Which are the leading CRM platforms and how do they compare?
  • How should an enterprise select a CRM platform?
  • Which CRM platforms provide a good foundation for omnichannel customer engagement?

Table of contents


  • Catalyst
  • Ovum view
  • Key findings

Vendor solution selection

  • Inclusion criteria
  • Exclusion criteria
  • Methodology
  • Ovum ratings

Market and solution analysis

  • Ovum Decision Matrix: Selecting a Customer Relationship Management Solution, 2016–17
  • Market leaders: vendor solutions
  • Market challengers: vendor solutions
  • Market niche: vendor solutions

Market leaders

  • Market leaders: technology
  • Market leaders: market impact

Vendor analysis

  • Microsoft Dynamics CRM 2016 (Ovum recommendation: leader)
  • Oracle CX Cloud (Ovum recommendation: leader)
  • Pega 7 CRM (Ovum recommendation: leader)
  • Salesforce Customer Success Platform (Ovum recommendation: leader)
  • SAP Cloud for Customer and SAP CRM (Ovum recommendation: leader)
  • Bpm’online (Ovum recommendation: challenger)
  • Infor CRM (Ovum recommendation: challenger)
  • NetSuite CRM+ (Ovum recommendation: challenger)
  • Sugar (Ovum recommendation: challenger)
  • Aptean Onyx and Pivotal (Ovum recommendation: niche player)
  • Sage CRM (Ovum recommendation: niche player)


  • Methodology
  • Further reading
  • Author

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