Gartner is pleased to release the newest installment of the annual Sales Force Automation Magic Quadrant. This year the Magic Quadrant covers 15 vendors. Within this group, Gartner finds a wide range of offerings, spanning solutions that manage complex B2C sales processes, to highly functional applications suitable for small sales teams.
Among the list of qualification criteria to merit inclusion in the Magic Quadrant, Gartner expects vendors to demonstrate strong core SFA capabilities for accounts, sales activity, opportunity management, forecasting management, and native mobile applications.
This year, Gartner expanded the coverage to new capabilities, including partner relationship management. To help clients assess the differences across all 15 vendors for these functions, Gartner will soon publish a companion Critical Capabilities analysis for the SFA market. Expect to see it published next week.
n the past year, the top market development has been the maturing of predictive analytics in SFA product suites. The majority of vendors in this Magic Quadrant now offer predictive analytics for at least one of these use cases: opportunity scoring, lead scoring, relationship health scoring or guided selling. The vendors that do not offer predictive analytics are starting to fall behind, and will thus be at a competitive disadvantage.
In 2017, the sales force automation (SFA) market grew by an estimated 15.7% to $6.2 billion, with almost all the growth relating to cloud-based offerings.
As part of the analysis process, Gartner collected primary research from 150+ references that have implemented the solutions covered in this Magic Quadrant. The survey revealed:
- Sales automation implementations are a considerable investment. Respondents spent an average of $610,889 each on SFA solutions in their most recent fiscal year, compared with $333,839 on non-SFA sales applications.
- Eighty-six percent of the surveyed respondents were “very satisfied” or “completely satisfied” with their SFA solution. This, however, is a drop of three points from last year’s survey, and a total of twelve points from the survey two years ago.