SPARK Matrix™: Customer Relationship Management (CRM), Large, Q4, 2025

QKS Group's Customer Relationship Management market research includes a comprehensive analysis of the global market in terms of emerging technology trends, market trends, and future market outlook. This research offers strategic insights for technology vendors to better understand the current market landscape, supporting their growth strategies; and for users to assess different vendors’ capabilities, competitive differentiation, and market position.   

The research includes a detailed competition analysis and vendor evaluation with the proprietary SPARK Matrix analysis. The SPARK Matrix ranks and positions leading Customer Relationship Management vendors with a global impact. The SPARK Matrix includes analysis of vendors such as Creatio, HubSpot, Microsoft, Oracle, Pegasystems, Salesforce, SAP, Service Now, SugarCRM, Zendesk, and Zoho. 

According to Umang Thakur, Vice President Research and Principal Analyst at QKS Group, “Customer Relationship Management (CRM) has come a long way from being a system of record to becoming a system of orchestration. For large businesses in 2025, CRM has evolved from a customer database into a strategic orchestration layer that connects global operations, diverse business units, and complex customer journeys. The role of AI here is less about replacing people and more about guiding them forecasting opportunities, flagging risks, and automating repetitive tasks while leaving final judgment and compliance to humans. What sets CRM catering to large business apart today is not just intelligence, but adaptability: low-code customization, embedded industry-specific workflows, and mobile-first engagement that empower thousands of users across functions and geographies. Ultimately, CRM for large business is becoming a trust-centric, AI-enabled ecosystem an orchestration hub that integrates intelligence, data, and experience to drive meaningful outcomes at scale.” 

2025 Customer Relationship Management – Large SPARK Matrix  

Source: QKS Group  

Table of Contents 

·       Key Findings 

·       SPARK Image 

·       Vendor Profiles 

·       Market Definition & Capabilities 

·       Evaluation Criteria 

·       Research Methodologies 

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