Businesses, big and small have been investing more in Customer Experience and Relationship Management (CRM) software making it a $48 billion industry. Here are some of the promising players. The list also includes new players who are trying to dethrone the market leaders.

1. Validity

Validity has already taken the CRM industry by storm with four landmark acquisitions. The company is just a year old but it has partnered with Silversmith Capital Partners, a growth equity firm and first acquired Data Quality firm AppBuddy. Later it acquired, ReturnPath, an Email Deliverability solutions firm, CRMfusion, a Data Quality provider, and BriteVerify, an Email Verification platform provider.

2. 6sense

By now 6sense, which turned six years have become a name to reckon with, due to its Account-based orchestration platform. With a host of new launches and partnerships, it has become one of the most dynamic in ABM space. Its solutions bring together CRM data, Marketing Automation data, Web Engagement data and offer centralized visibility into account intent.

3. Movable ink

Movable ink enables brands to create personalized visual experiences that are based on relevant data and that are unique for each consumer at every moment across email, web, and display ads. One innovative capability of the company’s visual experience platform allows brands to create Augmented Reality (AR) experiences that can be launched without requiring consumers to download a mobile app.

4. Live Ramp

Live Ramp turns your data into a more meaningful and accessible entity. The company is synonymous with its Cloud-based Identity Resolution solutions for decades. Recently it revamped its IdentityLink platform to include a Connected TV. This has now simplified campaign planning and targeting.

5. Marchex

Marchex during its one and a half decades of existence has come up with top-notch call analytics and call tracking technology. They have served both marketers and customer services. Recently it added an executive overview dashboard to its speech analytics solution. This allows users to view actionable customer insights from calls in a single location

6. Yext

Yext is a New York City technology company operating in the area of online brand management. It offers brand updates using a Cloud-based network of apps, search engines, and some other technologies. Founded in 2006, earlier this year it announced an integration with Hootsuite. This now helps companies to manage social media and various other functions from a single dashboard. It also made an integration with JRNI thus allowing the business to keep customer data, location and appointment updated in a single space.

7. Salesforce

Salesforce needs no introduction since it has been the leader in the CRM industry. Salesforce CRM has underperformed the benchmark S&P 500 Index for nearly a year. However, Salesforce maintains around 19 % of the CRM market share as of today. It caters to small industries and bigger ones alike and flaunts a revenue of $13.8 billion (2019).

8. Insightly

Insightly offers Cloud-based CRM solution for small companies. With its services being one among the cheapest, it flaunts more than 350,000 users worldwide. It can sync well with Google Apps, Gmail, and Google Drive. Being pocket-friendly is highly popular among start-ups.

9. Microsoft Dynamics CRM

Microsoft Dynamics CRM solutions have been investing in solutions that feature a hybrid approach. Many companies prefer to make use of the best of both cloud and on-premises solutions and Microsoft offers exactly that with its hybrid solutions. The tech giant has made $ 1.3 billion out of their CRM businesses in 2018 alone.

10. Oracle CRM

Oracle’s on Demand CRM platform is highly popular. They offer a customized version for various industries like insurance and automobile. Oracle CRM reaped revenue of over 2.4 billion in 2018 by offering contextual intelligence, real-time and historical analytics, and adaptive business planning among other features for enterprises.

11. Monday.com

Monday.com is a CRM solution that caters to top brands like Discovery Channel and Carlsberg and several Fortune 500 companies. The CRM offers visualized reports and immersive dashboards that give accurate positions on leads, contacts, and prospective leads.

12. Adobe

Adobe Marketing Cloud integrates Sales, Marketing, Web Management, and Customer Support aspects. The company has a year-on-year growth of 24.72 %. It dominates the Marketing sub-segment of CRM with a 19% market share in 2018. This gives more power to Adobe in its attempt to dethrone Salesforce as the market leader.

According to Gartner, the top five players including Salesforce, SAP, Oracle, and Adobe holds 40% of CRM market share. However, experts say that cloud deployments and innovative functionality will help newbies thrive in the market.

Also Read: MarTech RADAR 2019: Top 250 B2B Technology Companies You Should Follow