Since 2020, the global CRM market has continued to witness robust growth, driven by the increasing adoption of CRM software across various industries. In the wake of the COVID-19 pandemic, businesses have leveraged CRM tools to enhance remote collaboration, maintain customer relations, and streamline operations, which has further solidified Salesforce's dominant position with a 19.5% market share as of 2020. The European CRM Cloud market is projected to grow from $9 billion in 2019 to $12 billion by 2025, with a CAGR of 5.86%, indicating a steady expansion driven by the integration of social media and digital payments. In Spain, 54.2% of companies reported using CRM software in 2019, reflecting the software's integral role in the Spanish software market. The SaaS CRM segment, in particular, has shown dynamism, with 72.9% of CRM spending in 2018 being on SaaS solutions, a figure that was expected to increase in subsequent years. The Spanish CRM market has seen consistent usage across various regions and sectors, with a notable emphasis on services, and is set to benefit from favorable pricing trends and compliance with European data protection regulations like the RGPD..### Trends and Insights into the CRM Software Market Demand in Spain In recent years, the customer relationship management (CRM) software market in Spain has witnessed a considerable surge, mirroring the global trend of increasing reliance on such technologies. CRM software has become instrumental for companies aiming to enhance their engagement with customers, drive loyalty, and maximize revenue and margins. The software supports the aggregation and analysis of customer data, streamlines marketing operations, and improves support services. According to gathered data, a significant proportion of companies in Spain, approximately 54.2%, have adopted CRM software, placing it just behind ERP software in terms of utilization rates within businesses. This prevalence suggests that CRM systems are not just an emerging trend but a foundational element in modern business structures. The landscape of CRM usage in Spain reveals interesting patterns. Companies of larger scales, particularly those with over 249 employees, show the highest adoption rates of CRM technology. The usage rates decrease with the size of the company, indicating resource availability and customer management needs as possible contributing factors to this trend. An analysis of sector-wise adoption demonstrates that the service sector leads in CRM application, closely followed by the industrial and construction sectors. These insights highlight CRM's critical role in managing expansive databases and facilitating efficient customer interactions. Interestingly, Spanish companies have shown a robust inclination towards adopting Software as a Service (SaaS) CRM solutions. Almost three-quarters of CRM spending in the country has directed towards these cloud-based systems, reflecting a trust in and a shift towards more flexible, cost-effective software deployment models. This trend is indicative of a dynamic segment within the CRM market, potentially spurred by the promise of reduced hardware costs and simplified maintenance. The geographical dispersion of CRM software adoption in Spain showcases a fairly uniform spread across autonomous communities, with the Madrid community having the highest rate of CRM usage among companies. This points to a widespread recognition of the importance of CRM systems across the entire country, although some areas display a slightly more pronounced engagement with CRM technologies. The pricing of CRM software varies significantly based on the performance requirements, the number of users, and additional features. Spanish companies have demonstrated a willingness to invest in CRM software, with most leaning towards spending between 15 and 49 euros per month. However, a smaller segment would consider higher-priced options, suggesting that while there is sensitivity to cost, there remains room for more premium, feature-rich CRM offerings. CRM technology has also been a beacon during the uncertainty brought about by the COVID-19 health crisis. Organizations realized the importance of collaborative tools and began to harness the full potential of CRM.### Prominent CRM Providers Shaping the Spanish Market Landscape The Spanish CRM landscape is characterized by a diverse range of players, each offering customized solutions to meet the varying needs of businesses, from large corporations to small and medium-sized enterprises (SMEs). The following companies are at the forefront of the CRM industry in Spain, driving innovation and providing businesses with the tools they need to manage customer relationships effectively in a digital age. #### For Large Enterprises - **Microsoft Dynamics**: A versatile CRM platform known for its deep integration with other Microsoft products, such as Office 365, providing a seamless user experience for large-scale enterprises with complex customer relationship management needs. - **Salesforce**: As a global leader in CRM solutions, Salesforce continues to dominate the market with a cloud-based platform that offers a wide array of customizable features for sales, marketing, and customer support. - **Oracle Sales Cloud**: This powerful CRM tool from Oracle is built for the modern enterprise, with capabilities that include sales force automation, customer data management, and more, enabling large companies to enhance their customer engagement strategies. - **SAP CRM**: Part of the German multinational's extensive software offerings, SAP CRM is a solution that helps large businesses manage all aspects of their customer interactions, from marketing to sales and service, in a comprehensive and integrated fashion. - **NetSuite CRM**: A subsidiary of Oracle, NetSuite provides a cloud-based omnichannel CRM solution that empowers enterprises to manage a complete customer lifecycle, from lead to retention, with real-time visibility and analytics. #### For Small and Medium-sized Businesses (SMBs) - **Efficy CRM**: Catering to the needs of smaller organizations, Efficy CRM offers a flexible and user-friendly platform that allows SMBs to optimize their sales processes and improve customer service without the complexity of enterprise-level systems. - **Zoho CRM**: This affordable and accessible CRM software is popular among SMBs for its straightforward interface and modular design, allowing growing companies to scale their CRM efforts in line with business expansion. - **Sugar CRM**: With a strong focus on user experience and customization, Sugar CRM delivers a personalized approach to CRM that enables smaller businesses to craft customer experiences that align with their unique brand values. - **Nimble**: Known for its simple and social media-savvy platform, Nimble integrates with various social networks and email services, making it an ideal choice for small businesses looking to build strong customer relationships in the digital space. #### Homegrown Spanish CRM Innovators - **Atento**: As one of the largest CRM and
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Summary and extracts

1 Market overview

1.1 Market definition

CRM, or Customer Relationship Management, refers to customer relationship management. This term includes all marketing or support measures or operations aimed at optimising customer relations, building loyalty and maximising turnover or margin per customer. This includes techniques for collecting and analyzing customer data, marketing operations and support operations. CRM also designates the software allowing to manage all the information relative to the customers and prospects and all the interactions carried out with these individuals.

CRM software allows to capitalize and process customer data by centralizing information and commercial exchanges thanks to a detailed history. It is then easier for a company to control all the actions carried out on each customer or prospect file and to manage all its commercial activity by accessing detailed dashboards for example.

Since the year 2010, the global customer relationship management software market size has been steadily increasing, registering a CAGR (compound annual growth rate) of 21.37% from 2016 to 2020.

The Spanish CRM software market is experiencing similar growth: customer relationship management software is the second most used software by companies in Spain after ERP software. In 2019, approximately 54.2% of companies had CRM software, making this segment a very important part of the software market.

1.2 The global and European CRM market

Worldwide sales of customer relationship management (***) software World, ****-****, in billions of dollars Source: ****

CRM software represents the largest software market in the world. Since the year ****, the size of the global CRM software market has been steadily increasing, registering an average CAGR of **.**% between **** and ****. This market is even expected ...

1.3 A growing national market

Evolution of the size of the software publishing market Spain, ****-****, in millions of euros Source: ****

It is clear that the software market is gaining momentum in Spain, especially since ****. Indeed, despite a decline in the turnover of the software publishing market (***) of around **.*% between **** and ****.

This suggests that the Spanish ...

1.4 CRM software, an opportunity to overcome the Covid-19 health crisis

Employees, companies, businesses need to collaborate and that's where CRM comes in, a powerful tool that many organizations are still ignoring or not exploiting to its full potential, and this health crisis constitutes a great opportunity to develop its use.

It connects customer relationship management systems to the company's website to ...

2 Analysis of the demand

2.1 Characteristics of Spanish companies using CRM software

In order to analyze the demand for CRM software, it is important to distinguish different uses of CRM software:

On-premise CRM solutions: This refers to software licenses purchased by a company to have the software hosted directly on the company's server. CRM solutions in SaaS mode (***) refers to a system whereby ...

2.2 Geographical distribution of demand

In order to better analyze the demand, it is interesting to have an overview of the geographical distribution of companies using CRM applications in Spain. Thus, we can see that the differences between the autonomous communities of Spain are not significant, with only ** points difference between the Community of Madrid, which ...

2.3 An improved customer relationship system thanks to social networks

To succeed in this hyper-connected environment, companies must adapt their business strategy. Social networks are becoming a key channel in customer relationship management: in order to optimize customer relations, companies must collect consumer opinions on the networks but also be ready to intervene and engage in a conversation with the ...

2.4 The dynamic SaaS solutions segment

Among all types of CRM, SaaS CRM is the most promising and dynamic. It is driving the growth of the market in Spain as well as internationally: almost **.*% of CRM spending was done in software-as-a-service (***) in ****, and it was estimated that this spending would be **% in ****. [***]

CRM in the form of ...

3 Market structure

3.2 CRM at the heart of the software needed by companies

The choice between outsourcing and insourcing

Companies are faced with two options:

outsourcing of customer relationship management: the use of professionals who handle all stages of customer management internalization, which can be facilitated by CRM software

The choice of the software used according to the needs of the company

Some do ...

3.3 Status of CRM distribution in Spain

CRM software usage by industry Spain, period ****-****, in % Source: ****

Thus, in all sectors of the economy, CRM software is more popular for storage than for analysis. As we can see from the graph, the service sector is the sector that uses this CRM solution the most (***) in terms of using ...

3.4 The main players in the Spanish market

Source: ****

There are also a few other players on the Spanish market such as WebCRM, Pipedrive, and TeamLeader.

4 Analysis of the offer

4.1 Software prices depend on the performance required

The prices of an online CRM can vary depending on the number of users, according to which a monthly fee will be paid to the operator. The presence of optional features added to the CRM will also vary the prices of CRM, such as the integration of web pages, tables, customizable ...

4.2 CRM software praised for its ease of use

As previously explained, the objective of CRM software is to optimize the processing and analysis of customer and prospect data. CRM allows you to create a history of all customer relationships, from the first call to the signing of a contract, including meetings, emails and presentations.

The most recent surveys (***) show ...

4.3 CRM solutions increasingly adapted and connected

A mobile offer

While CRM is basically a solution adapted to computers, it will increasingly become a mobile solution. For some time now, publishers have been working hard to offer basic mobile versions of their desktop solutions, such as Salesforce in particular with its mobile version of Sales Cloud to make ...

4.4 From CRM to social CRM: the growing importance of social networks

Traditionally, CRM (***) is unidirectional, from a brand to its market. It includes sales, marketing and support functions. It is used to attract customers and keep them coming back. It relies on information gathered on customers to better segment and target them. Social CRM is an evolution of CRM that relies on ...

5 Regulation

5.1 European regulations and RGPD

According to Gartner, compliance with the European General Data Protection Regulation (***) of May **, **** should allow, among other things, to increase the budget dedicated to CRMs already containing a lot of personal data inserted over long periods of time. More than distinguishing between "sensitive" and "non-sensitive" personal data of the customer, the ...

6 Positioning of the actors

6.1 Segmentation

  • Oracle Netsuite (Groupe Oracle)
  • Efficy CRM
  • Zoho
  • Atento S.A.
  • Sothis
  • SalesForce
  • Oracle Espagne
  • Microsoft Espagne

List of charts

  • CRM software revenues by segment
  • Worldwide sales of customer relationship management (CRM) software
  • Revenue share of leading vendors in the customer relationship management (CRM) applications market
  • Size of the European CRM Cloud market
  • Market share of the European software industry, by country
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Latest news

Salesforce cuts 10% of its workforce and closes offices in 2023 - 06/01/2023
  • Several big names in American tech have announced major job cuts
  • Redundancy plan will cost the company between $1.4 billion and $2.1 billion

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Oracle Netsuite (Groupe Oracle)
Efficy CRM
Atento S.A.
Oracle Espagne
Microsoft Espagne

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