Contact Centre Research

Who Leads the SFA CRM Space in 2024?

Published On: 5th Aug 2026 15:51

Customer Relationship Management (CRM) software brings key information about customers, interactions, and service channels together – all in one place – to support contact centre teams in delivering fantastic CX.

But where do you start in finding the right solution for your contact centre? Well, as of 2024, the companies that lead the CRM space are Zoho, SugarCRM, Creatio, Microsoft, and Salesforce – according to the latest SFA matrix.

For more information, here’s a snapshot of the Salesforce Automation (SFA) CRM space – based on new findings from Nucleus Research.

You can find the CRM ‘SFA Technology Value Matrix 2024’ below and also download the full report here:

New SFA, Marketing, and Customer Service Divisions Shake Up the Picture for 2024

The latest CRM Value Matrix from Nucleus Research focuses specifically on Salesforce Automation (SFA) – with separate Marketing and Customer Service matrices scheduled for publication later in the year.

So what does the CRM space look like for SFA vendors in 2024? Year on year, Keap, HubSpot, and Acumatica have held their positions as Accelerators; Zoho, SugarCRM, Creatio, and Microsoft have held strong as Leaders; Pega and Maximizer Software continue to be recognized as Core Providers; and X2Engine, NexJ, and SAP as Experts.

However, there have been some significant shifts between the 2023 and 2024 matrices, namely:

Salesforce – Shifting from ‘Expert’ in 2023 into ‘Leader’ in 2024
Oracle – Shifting from ‘Leader’ in 2023 into ‘Expert’ in 2024
Zendesk – Moving from the previously named ‘Facilitator’ quadrant in 2023 to ‘Core Provider’ in 2024
Monday.com – Recognized for the first time in the Value Matrix as an ‘Accelerator’

Such significant shifts are due in part to the reorganization of the CRM Value Matrix into separate matrices, as Cameron Marsh, Analyst at Nucleus Research explains:

“This reorganization represents a shift to address the complexity and specialization within the CRM space, and acknowledge the distinct role of SFA in the automation of sales-related tasks.

The evaluation of SFA vendors focuses on both usability and functionality, emphasizing criteria such as ease of use, customization, integration with existing systems, scalability to accommodate growth, mobile applications, comprehensive analytics without the need for additional add-ons, quality of customer support, and the availability of industry-specific features.

Whilst recent advancements in AI have further propelled the significance of SFA technologies.”

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

Reviewed by: Xander Freeman