About This Constellation ShortList™

CRM is a technology that enables organizations to manage relationships by optimizing key customer experience (CX) business processes such as campaign to lead, lead to order, incident to resolution, and purchase to referral. Midmarket organizations typically range from 250 to 1,000 employees and generate between $250 million and $1 billion in annual revenues.

In this midmarket CRM space, buyers typically seek one or more products in a suite to support sales force automation, service and support, marketing solutions, and commerce capabilities. Buyers expect analytics to be pervasive, integrated, and easy to use.

Midmarket firms have the same requirements as enterprises when it comes to CRM, but with limited resources and IT expertise. That is why leading midmarket CRM providers have embraced concepts like composable applications, no/lo code platforms, and of course generative and now agentic AI. These new technologies allow for faster configuration and deployment of the system, as well as lower maintenance costs and less IT overhead. In addition, the ability to better personalize and customize the user experience, as well as provide more useful insights via AI inside the UI, drives faster and deeper adoption.

In the coming year, we expect to see even more flexibility around the pricing and packaging of midmarket CRM suites. These tools are becoming more composable for more purpose-built, fast deployments. And developments in AI pricing models will also affect how midmarket firms price their solutions, as core functionality becomes a commodity in favor of data-driven, AI-powered actionable insights generated by the system, bringing on the emergence of more consumption and value-oriented pricing models.

Threshold Criteria

Constellation considers the following key criteria for these solutions:

  • More than two products integrated in the suite, among them:
    - Sales force automation
    - Service and support
    - Marketing
    - Commerce 
  • More than two additional horizontal capabilities available, such as:
    - Analytics and reporting
    - Survey capability
    - Content management
    - Workflow/journey management
    - High-volume email or email provider integration 
  • Office productivity integration 
  • App integration 
  • Customer data platform 
  • Privacy and compliance policy management 
  • Channel integrations (physical, mobile, social, web, messaging, virtual agent) 
  • Orchestration and automation of journeys 
  • Embedded generative and other AI capabilities as either prompts/copilots or similar integrated features
  • Operation in more than one major geography: North America, South America, Europe, Middle East, Africa, and Asia Pacific
  • AI readiness
    - Operation in more than one major geography: North America, South America, Europe, Middle East, Africa, and Asia Pacific

The Constellation ShortList™

Constellation evaluates more than 10 solution providers categorized in this market. This Constellation ShortList is determined by client inquiries, partner conversations, customer references, vendor selection projects, market share, and internal research.

  • BREVO
  • CREATIO
  • HUBSPOT
  • KEAP
  • MICROSOFT DYNAMICS 365
  • MONDAY
  • NETSUITE CRM
  • SALESFORCE PRO SUITE
  • SUGARCRM
  • ZOHO CRM

Frequency of Evaluation

Each Constellation ShortList will be updated at least once per year. There could be an update after six months, should the analyst deem it necessary.

Evaluation Services

Constellation clients may work with the analyst and research team to conduct a more thorough discussion of this ShortList. Constellation can also provide guidance in vendor selection and contract negotiation.

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