Who Leads the CRM Space?

Nucleus Research CRM Technology Value Matrix 2023

Here’s a snapshot of who leads the CRM space – based on the latest research from Nucleus Research.

Nucleus Research’s CRM Technology Value Matrix 2023

Nucleus Research evaluated CRM providers based on the relative usability and functionality of their CRM solutions, analysing the value achieved through the use of the product’s capabilities.

You can find the CRM Value Matrix 2023 below and can download the full report here:

Nucleus Research CRM Technology Value Matrix 2023

Capturing a year-on-year picture for over 10 years, the report is intended to serve as a CRM Magic Quadrant snapshot of CRM technology space, inform customers about the specific ways vendors are delivering value, and take stock of what can be expected in the future based on current solution updates and releases.

Cameron Marsh, Analyst at Nucleus Research, comments:

“As consumers continue to demonstrate signs of decreased patience and brand loyalty, the relationship between organizations and their customers has grown increasingly intricate.

“CRM providers that enable users to sift through the clutter and offer low-friction, out-of-the-box functionality have been shown to optimize operational efficiency. Vendors that prioritize usability alongside functionality assist organizations in eliminating steep learning curves and substantially accelerating time-to-value.”


Below is a summary of the Leaders, Experts, Facilitators, and Core Providers identified in the matrix:


Leaders in the 2023 Value Matrix include:

  • Creatio – A cloud-based CRM solution that offers advanced automation tools for sales, marketing, and service teams.
  • Microsoft – Microsoft Dynamics 365 is a comprehensive solution that integrates CRM and ERP, allowing for enhanced visibility into business performance and informed decision-making.
  • Oracle – The Oracle CX platform is fully modular and designed to handle all customer-facing processes, including sales, service, marketing, e-commerce, data management, and analytics.
  • SugarCRM – SugarCRM cloud-based CRM vendor that provides organizations provides organizations with a range of sales, marketing, and service automation tools.
  • Zoho – Zoho CRM offers a variety of capabilities, including salesforce automation, information management, lead and opportunity analysis, document management, calendar management, and dashboards and insights powered by Zia, its AI engine.


Experts in the 2023 Value Matrix include:

  • NexJ – NexJ’s solutions are highly customizable and come with out-of-the-box functionality that can be easily adapted to align with an organization’s unique processes and business model.
  • Salesforce – By leveraging Salesforce’s unified cloud platform, customers can integrate various Salesforce applications to break down data silos, simplify data storage and management, and streamline the customer experience application stack.
  • SAP – SAP’s suite is designed to help organizations optimize both employee and organizational efficiency while delivering a simplified and seamless customer experience.
  • X2Engine – X2Engine offers a comprehensive suite of enterprise-level solutions that contain a customizable CRM, rapid prototyping capabilities, and more.


Facilitators in the 2023 Value Matrix include:

  • Acumatica – Acumatica traditionally focuses on ERP solutions, but the vendor’s addition of CRM features differentiates it from competitors in both spaces.
  • HubSpot – HubSpot is a cloud-based provider, offering a range of tools that enable organizations manage customer interactions across the entire customer lifecycle, from lead generation to customer retention. HubSpot is highly customizable and can be tailored to meet the unique needs of businesses of all sizes.
  • Keap – Keap offers organizations an integrated CRM platform that includes functionality for sales and marketing automation, e-commerce, payment, and analytics.
  • Zendesk – Zendesk offers a cloud-based customer service and sales force automation SaaS solution that helps organizations strengthen relationships with customers. The platform is designed to bring together customer interactions across multiple channels such as phone, email, live chat, and social media.


Core Providers in the 2023 Value Matrix include:

  • Maximizer Software – Maximizer Software provides integrated sales and customer services solutions built for the needs of small and mid-sized businesses.
  • Pegasystems – Pegasystems provides a low-code CRM platform that focuses on automation of complex business processes across sales, marketing, and customer service. With Pega, users can leverage AI-powered tools and workflow automations to solve business challenges and streamline operations.

Nucleus Research’s Matrix Is More Recent Than Gartner’s CRM Magic Quadrant

Nucleus Research’s CRM Technology Value Matrix 2023 is now the most up-to-date authority on CRM vendors, taking over from Gartner’s Magic Quadrant for CRM and Customer Experience, which was last published back in 2021.

You can see the April 2021 edition of Gartner’s Magic Quadrant for CRM and Customer Experience below:

Gartner’s Magic Quadrant for CRM and Customer Experience 2021

Other Vendors in the Contact Centre CRM Space

As with any list of vendors, there are often some suppliers missing.

Here are some of the missing vendors in the contact centre CRM space:

  • Freshdesk – Freshdesk (part of Freshworks) is a trouble-ticketing CRM system, which provides a range of automation and customization features.
  • ServiceNow – ServiceNow Customer Service Management includes Case Management, Work Assignment and Playbooks for Customer Service.

If you are looking for more information on technology vendors and industry reports, read these articles next:

Author: Megan Jones
Reviewed by: Jonty Pearce

Published On: 1st Dec 2023
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