Gartner has recently published a short note explaining the changes in its market share taxonomy.
Once a year around the 31st March Garter publishes a series of reports that show the size of the technology markets around the world. This is a huge exercise involving many analysts and many many months, if not years, of work.
The result is published in a series of databases that can be analysed by clients to look at the respective markets and show growth rates over time, as well as splits by region and vertical industry. We also publish explanatory narratives to explain what we think is happening in the markets.
This is the new taxonomy. The published note below only discussed the changes at the level of Sales, Marketing , Service and Digital Commerce – because we removed a 5th category – the infamous “Other CRM” segment. Personally I hate “other”, its a catch all for sloppy analysis. So for that and other reasons we removed it!
The notification can be found in the Gartner portal: https://www.gartner.com/document/3847063
So how can you use the market share data. Typically its aimed at strategic planners in technology and service providers (TSPs) rather than end user organizations.
Market Share data is most often used to understand which software segments are growing the fastest. The data can be looked at on a world wide basis, but many TSPs then wish to drill down to look at this data by region, vertical industry or even by vendor.
Understanding which markets are growing fastest can help companies plan investment and go to market strategies. A company may think, let’s invest in expansion in the biggest market in the world – North America, but miss a fast growing market on their doorstep.
Another common use of the data is to provide statistics for investment pitch decks. The decks normally include a slide that covers the Total Addressable Market for their product as well as growth rates. The Market share data shows the growth rates and can often be used as a proxy for TAM.
Vendor data is a quick way to compare yourselves to the competition or profile potential partners. Whilst we are not financial analysts we go to a lot of trouble with the major vendors to try and accurately understand what comprises their software business, with estimates of revenue, against our taxonomy, that cannot be found in your typical 10-k annual report.
The most recent market share data is here (CRM is within the overall software report): https://www.gartner.com/document/3672944
The next report will be published at the end of March 2019 and the current Market Share Analysis for CRM is here: