CRM Statistics 2026: Market Share, Adoption, Vendor Revenue and AI
Salesforce is the largest CRM vendor, with 20.0% of the worldwide CRM software market in 2025, according to IDC. Its share has slipped from 21.7% in 2023. Salesforce made $41.5 billion in revenue in fiscal 2026, 13.3 times HubSpot, which grew faster at 19% and had 306,446 paying customers by June 2026. Adoption is far from universal. In the EU, 28.5% of enterprises with 10 or more employees used CRM software in 2025, from 24.7% of small firms to 65.4% of large ones, according to Eurostat.
Key statistics
- Salesforce held 20.0% of the worldwide CRM software market in 2025, the largest share of any vendor, according to IDC.
- Salesforce lost 1.7 percentage points of worldwide CRM market share between 2023 and 2025, falling from 21.7% to 20.0%, calculated by StatisticsGlobal from IDC data.
- 28.5% of EU enterprises with 10 or more employees used CRM software in 2025, according to Eurostat.
- Large EU enterprises were 2.65 times as likely as small ones to use CRM software in 2025, calculated by StatisticsGlobal from Eurostat data.
- HubSpot had 306,446 paying customers in June 2026, up 14% year on year, according to HubSpot.
CRM market share statistics
IDC measures CRM market share from vendor software revenue. Its full tracker is paid. The only shares it makes public each year are the ones Salesforce reports in its newsroom, so the figures below cover Salesforce and the rest of the market as a whole.
Salesforce has led the CRM market for 13 years in a row. Its lead is real but shrinking. Its share fell from 21.7% in 2023 to 20.7% in 2024 and 20.0% in 2025. That is a loss of 1.7 percentage points in two years while its revenue still grew. The rest of the market, 80.0% of it, grew a little faster.
The market is split across many vendors. No other vendor's IDC share is public for 2025. Salesforce still ranks first in each part of CRM that IDC tracks: sales software for the 14th year, customer service for the 13th and marketing for the 7th.
IDC's CRM market is broad. It covers six functional markets, including contact centre, advertising and digital commerce apps, not only sales and service tools. A narrower definition would give a different share.
Source: IDC Worldwide Semiannual Software Tracker (April 2024, April 2025 and April 2026 editions), via Salesforce.
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Salesforce was ranked the number one CRM provider for the 13th consecutive year in 2025, according to IDC.
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Salesforce ranked first in sales software for the 14th consecutive year and in customer service software for the 13th in 2025, according to IDC.
| Data year | Salesforce share | Rank | IDC tracker edition |
|---|---|---|---|
| 2023 | 21.7% | #1 (11th year) | April 2024 |
| 2024 | 20.7% | #1 (12th year) | April 2025 |
| 2025 | 20.0% | #1 (13th year) | April 2026 |
CRM adoption statistics by company size
Eurostat runs the largest public survey of business software use. It asks enterprises with 10 or more employees in every EU country whether they use CRM software. The latest round covers 2025.
Most businesses still do not use a CRM system. In 2025, 28.5% of EU enterprises did, up from 25.8% in 2023. ERP software is more common at 46.5%. Half of firms, 53%, used at least one of ERP, CRM or business intelligence software.
Size is the biggest divide. 65.4% of large firms used CRM against 24.7% of small ones with 10 to 49 staff. Large firms were 2.65 times as likely to use it. Eurostat puts the gap at 41 percentage points. Medium-sized firms sat in between at 43.8%.
Small firms have the most to gain and the least spare time to set up a system. For more on small firms, see our small business statistics page.
Source: Eurostat, isoc_eb_iip, 2025.
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28.5% of EU enterprises with 10 or more employees used CRM software in 2025, according to Eurostat.
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CRM use among EU enterprises rose 2.7 percentage points between 2023 and 2025, from 25.8% to 28.5%, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: 28.51% (2025) - 25.83% (2023) = +2.68 percentage points. Indicator E_CRM1, enterprises with 10+ employees.
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24.7% of small EU enterprises with 10 to 49 employees used CRM software in 2025, according to Eurostat.
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43.8% of medium-sized EU enterprises with 50 to 249 employees used CRM software in 2025, according to Eurostat.
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65.4% of large EU enterprises with 250 or more employees used CRM software in 2025, according to Eurostat.
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Large EU enterprises were 2.65 times as likely as small ones to use CRM software in 2025, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: 65.43% of enterprises with 250+ employees / 24.69% of enterprises with 10 to 49 employees = 2.65 (2025). The gap is 40.74 percentage points.
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The gap in CRM use between small and large EU enterprises was 41 percentage points in 2025, according to Eurostat.
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53% of EU enterprises used ERP, CRM or business intelligence software in 2025, according to Eurostat.
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46.5% of EU enterprises with 10 or more employees used ERP software in 2025, according to Eurostat.
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ERP software was used by 17.9 percentage points more EU enterprises than CRM software in 2025, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: ERP use 46.45% - CRM use 28.51% = 17.94 percentage points (enterprises with 10+ employees, 2025).
| Enterprise size | 2023 | 2025 | Change |
|---|---|---|---|
| Small (10 to 49 employees) | 22.3% | 24.7% | +2.4 pp |
| Medium (50 to 249 employees) | 39.6% | 43.8% | +4.2 pp |
| Large (250+ employees) | 60.6% | 65.4% | +4.8 pp |
| All (10+ employees) | 25.8% | 28.5% | +2.7 pp |
CRM market size and vendor revenue
There is no free, official figure for the size of the whole CRM market. Paid analyst reports estimate it. What is public is the revenue the listed vendors report in their filings.
Salesforce made $41.5 billion in fiscal 2026, the year to January 2026, up 10%. Its core CRM clouds grew more slowly than the company. Sales cloud revenue rose 8.5% to $9.03 billion and service cloud 8.4% to $9.82 billion. Marketing and commerce grew just 2.8%. Together, sales and service made up 47.8% of its subscription revenue. Growth came mostly from platform, Slack and data products, up 22.6%, helped by the Informatica deal.
HubSpot is much smaller but growing about twice as fast. Its revenue rose 19% to $3.13 billion in 2025, and 20% to $911.7 million in the second quarter of 2026. It added 17,740 paying customers in the first half of 2026, reaching 306,446. Revenue per customer is low, about $10,800 a year in 2025, which shows its base is mostly small and mid-sized firms.
Microsoft reports only the growth rate for Dynamics 365: 18% in the year to June 2026, or 15% in constant currency. Its wider Dynamics line made $9.01 billion, up 15.1%. Dynamics 365 includes ERP as well as CRM apps, so it is not a pure CRM figure.
Source: Salesforce, Form 8-K Exhibit 99.1, 25 February 2026. Fiscal years end 31 January.
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Salesforce revenue was $41.5 billion in fiscal 2026, the year to January 2026, up 10% year on year, according to Salesforce.
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Salesforce made $9.03 billion from its Agentforce Sales cloud in fiscal 2026, the year to January 2026, according to Salesforce.
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Salesforce made $9.82 billion from its Agentforce Service cloud in fiscal 2026, the year to January 2026, according to Salesforce.
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Salesforce made $5.43 billion from Agentforce Marketing and Commerce in fiscal 2026, the year to January 2026, according to Salesforce.
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Salesforce sales cloud revenue grew 8.5% in fiscal 2026, the year to January 2026, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: Agentforce Sales subscription and support revenue $9,028M (FY26) / $8,322M (FY25) - 1 = +8.5%.
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Salesforce service cloud revenue grew 8.4% in fiscal 2026, the year to January 2026, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: Agentforce Service subscription and support revenue $9,818M (FY26) / $9,054M (FY25) - 1 = +8.4%.
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Salesforce marketing and commerce revenue grew 2.8% in fiscal 2026, the year to January 2026, the slowest of its product lines, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: Agentforce Marketing and Agentforce Commerce subscription and support revenue $5,428M (FY26) / $5,281M (FY25) - 1 = +2.8%. Other lines: Sales +8.5%, Service +8.4%, Integration and Analytics +7.9% ($6,232M / $5,775M), Platform, Slack and Other +22.6% ($8,882M / $7,247M, including $388M from Informatica).
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Salesforce revenue grew 12.7% in Europe, 11.8% in Asia Pacific and 8.2% in the Americas in fiscal 2026, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: Europe $10,017M / $8,891M - 1 = +12.7%. Asia Pacific $4,315M / $3,861M - 1 = +11.8%. Americas $27,193M / $25,143M - 1 = +8.2%. Fiscal 2026 versus fiscal 2025.
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Salesforce revenue was $11.35 billion in the quarter to July 2026, up 11% year on year, according to Salesforce.
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Salesforce expected revenue of $46.1 billion to $46.4 billion in fiscal 2027, the year to January 2027, up 11% to 12%, according to Salesforce.
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Salesforce had $33.5 billion of current remaining performance obligation in July 2026, up 14% year on year, according to Salesforce.
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HubSpot revenue was $3.13 billion in 2025, up 19% year on year, according to HubSpot.
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HubSpot had 288,706 paying customers at the end of 2025, up 16% year on year, according to HubSpot.
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HubSpot had 306,446 paying customers in June 2026, up 14% year on year, according to HubSpot.
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HubSpot added 17,740 paying customers in the first half of 2026, calculated by StatisticsGlobal from HubSpot data.
How we calculated it: 306,446 customers (30 June 2026) - 288,706 customers (31 December 2025) = 17,740.
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HubSpot average subscription revenue per customer was $11,800 in the second quarter of 2026, up 4%, according to HubSpot.
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HubSpot earned about $10,800 of revenue per customer in 2025, calculated by StatisticsGlobal from HubSpot data.
How we calculated it: Total 2025 revenue $3.13 billion / 288,706 customers at 31 December 2025 = about $10,841. Uses the year-end customer count, so it slightly understates revenue per average customer.
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HubSpot revenue was $911.7 million in the second quarter of 2026, up 20% year on year, according to HubSpot.
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HubSpot expected revenue of $3.678 billion to $3.686 billion in 2026, up 18%, according to HubSpot.
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Salesforce revenue in fiscal 2026 was 13.3 times HubSpot revenue for calendar 2025, calculated by StatisticsGlobal from Salesforce and HubSpot data.
How we calculated it: Salesforce FY26 revenue $41,525M (year to 31 January 2026) / HubSpot 2025 revenue $3,130M (year to 31 December 2025) = 13.3. The fiscal years differ by one month.
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Microsoft Dynamics 365 revenue grew 18% in fiscal 2026, the year to June 2026, or 15% in constant currency, according to Microsoft.
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Microsoft Dynamics products and cloud services revenue was $9.01 billion in fiscal 2026, the year to June 2026, according to Microsoft.
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Microsoft Dynamics products and cloud services revenue grew 15.1% in fiscal 2026, the year to June 2026, calculated by StatisticsGlobal from Microsoft data.
How we calculated it: $9,006M (FY26) / $7,827M (FY25) - 1 = +15.1%. Restated figures from the September 2026 investor metrics exhibit.
| Vendor | Fiscal year | Revenue | Growth | Note |
|---|---|---|---|---|
| Salesforce | Year to January 2026 | $41.5B | +10% | Whole company |
| Microsoft Dynamics | Year to June 2026 | $9.01B | +15.1% | CRM and ERP apps |
| HubSpot | Year to December 2025 | $3.13B | +19% | Whole company |
CRM adoption in Europe by country
CRM use varies more by country than by almost any other factor in the Eurostat data. The figures cover enterprises with 10 or more employees.
Finland (55.8%) and the Netherlands (54.1%) lead by a wide margin. More than half their firms use CRM. Denmark and Belgium follow at just over 41%. At the other end, 11.9% of firms in Bulgaria and 13.9% in Romania use it. A Finnish firm is 4.7 times as likely to use CRM as a Bulgarian one.
Most countries moved up between 2023 and 2025. Czechia jumped 16.4 points to 36.2%, by far the biggest change. Four countries fell, led by Poland, down 4.2 points to 24.3%. 14 of the 27 member states now sit above the EU average of 28.5%.
The gaps between countries are widest among small firms. In Bulgaria only 10.4% of small firms used CRM in 2025, against 51.8% in Finland, a ratio of about five to one. Among large firms the ratio is about 2.6 to one: 33.1% against 85.9%.
Source: Eurostat, isoc_eb_iip, 2025.
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55.8% of enterprises in Finland used CRM software in 2025, the highest share in the EU, according to Eurostat.
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54.1% of enterprises in the Netherlands used CRM software in 2025, according to Eurostat.
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11.9% of enterprises in Bulgaria used CRM software in 2025, the lowest share in the EU, according to Eurostat.
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13.9% of enterprises in Romania used CRM software in 2025, according to Eurostat.
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Enterprises in Finland were 4.7 times as likely to use CRM software as enterprises in Bulgaria in 2025, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: Finland 55.79% / Bulgaria 11.92% = 4.68 (enterprises with 10+ employees, 2025).
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14 of the 27 EU countries had CRM use above the EU average of 28.5% in 2025, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: Countries above 28.51% in 2025: Finland, Netherlands, Denmark, Belgium, Malta, Czechia, Luxembourg, Sweden, Spain, Cyprus, France, Lithuania, Austria, Germany = 14 of 27.
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Czechia had the biggest rise in CRM use in the EU between 2023 and 2025, up 16.4 percentage points to 36.2%, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: Czechia 36.21% (2025) - 19.85% (2023) = +16.36 percentage points, the largest change of the 27 EU countries. Next: Finland +6.39, France +6.13.
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CRM use in Poland fell 4.2 percentage points between 2023 and 2025, to 24.3%, the biggest drop in the EU, calculated by StatisticsGlobal from Eurostat data.
How we calculated it: Poland 24.32% (2025) - 28.47% (2023) = -4.15 percentage points. Four EU countries fell: Poland, Lithuania (-1.10), Croatia (-0.29) and Hungary (-0.18).
| Country | 2025 | 2023 | Small firms 2025 | Large firms 2025 |
|---|---|---|---|---|
| Finland | 55.8% | 49.4% | 51.8% | 85.9% |
| Netherlands | 54.1% | 50.6% | 49.6% | 80.7% |
| Denmark | 42.5% | 42.3% | 38.0% | 78.6% |
| Belgium | 41.4% | 39.4% | 36.3% | 77.1% |
| Malta | 39.8% | 39.2% | 35.5% | 71.8% |
| Czechia | 36.2% | 19.9% | 30.0% | 70.1% |
| Luxembourg | 34.0% | 30.4% | 29.9% | 60.3% |
| Sweden | 33.9% | 30.2% | 28.6% | 75.7% |
| Spain | 33.3% | 28.5% | 29.4% | 68.7% |
| Cyprus | 33.1% | 29.5% | 30.3% | 58.1% |
| France | 30.7% | 24.5% | 27.1% | 73.6% |
| Lithuania | 30.0% | 31.1% | 24.9% | 75.4% |
| Austria | 29.9% | 29.7% | 25.4% | 69.4% |
| Germany | 29.6% | 27.5% | 26.0% | 61.1% |
| EU average | 28.5% | 25.8% | 24.7% | 65.4% |
| Ireland | 27.7% | 27.5% | 22.7% | 65.5% |
| Poland | 24.3% | 28.5% | 19.2% | 75.7% |
| Italy | 21.7% | 19.2% | 19.1% | 56.5% |
| Portugal | 21.6% | 20.8% | 18.3% | 61.7% |
| Slovenia | 21.5% | 20.4% | 18.0% | 68.0% |
| Estonia | 20.6% | 19.4% | 16.7% | 57.4% |
| Hungary | 20.3% | 20.5% | 16.7% | 61.7% |
| Slovakia | 19.7% | 17.4% | 15.3% | 50.2% |
| Greece | 19.2% | 15.2% | 16.4% | 49.5% |
| Croatia | 19.1% | 19.4% | 17.0% | 45.6% |
| Latvia | 17.3% | 16.5% | 14.0% | 54.3% |
| Romania | 13.9% | 10.1% | 12.0% | 37.7% |
| Bulgaria | 11.9% | 10.6% | 10.4% | 33.1% |
CRM and AI statistics
CRM vendors now sell AI agents that work inside the CRM. The numbers below show how much revenue that brings in so far, and what sales teams say holds it back.
Salesforce's AI products are growing fast from a small base. Agentforce annual recurring revenue was $800 million in January 2026 and passed $1.5 billion by July 2026. Part of that jump is a wider definition: from mid-2026 the figure also counts other AI offerings, Slackbot and Headless 360. Agentforce and Data 360 together reached nearly $3.9 billion. That is still under a tenth of Salesforce's revenue.
Salesforce does not lead this new market. IDC ranked it second in AI agent build and deploy software in the second half of 2025, with a 17.5% share.
Data is the main blocker. 51% of sales leaders using AI said disconnected systems were slowing their AI projects in 2025, and 74% of sales professionals were cleaning their data. High performers were 25 points more likely than underperformers to put data hygiene first. For wider AI use in sales teams, see our sales statistics page.
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Salesforce Agentforce annual recurring revenue passed $1.5 billion in the quarter to July 2026, up over 240% year on year, according to Salesforce.
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Salesforce Agentforce and Data 360 annual recurring revenue reached nearly $3.9 billion in the quarter to July 2026, up over 210%, according to Salesforce.
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Salesforce Agentforce annual recurring revenue was $800 million at the end of fiscal 2026, in January 2026, up 169%, according to Salesforce.
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Salesforce had closed over 29,000 Agentforce deals by January 2026, the end of fiscal 2026, according to Salesforce.
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51% of sales leaders using AI said disconnected systems were slowing their AI projects in 2025, according to Salesforce.
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74% of sales professionals were focusing on data cleansing in 2025, according to Salesforce.
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High-performing sales teams were 25 percentage points more likely than underperformers to prioritise data hygiene in 2025, calculated by StatisticsGlobal from Salesforce data.
How we calculated it: 79% of high performers - 54% of underperformers prioritising data hygiene = 25 percentage points (Salesforce State of Sales, fieldwork August to September 2025).
| Metric | January 2026 (end of FY26) | July 2026 (Q2 FY27) |
|---|---|---|
| Agentforce ARR | $800M (+169%) | Over $1.5B (+240%+, wider definition) |
| Agentforce and Data 360 ARR | Over $2.9B (+200%+) | Nearly $3.9B (+210%+) |
| Agentforce deals closed since launch | Over 29,000 | Not reported |
How these sources measure CRM
No single source covers the whole CRM market. Each one below measures a different thing, and none is a census.
IDC market shares come from its paid Worldwide Semiannual Software Tracker, which estimates vendor revenue. We can only see the figures Salesforce chose to publish, so other vendors' shares are missing. Each year's release covers the prior calendar year. IDC's CRM market includes contact centre, advertising and commerce software, so it is wider than what most buyers call a CRM.
Vendor revenue comes from SEC filings. Fiscal years differ: Salesforce ends in January, Microsoft in June and HubSpot in December. Salesforce changed its product groupings in fiscal 2027, so quarterly lines after January 2026 do not match the older clouds. Microsoft reports Dynamics 365 growth only, and that line includes ERP. HubSpot counts a customer as a paying company, not a user.
Eurostat surveys enterprises with 10 or more employees in all EU countries, excluding finance. Micro firms are not covered. It changed its CRM question in 2023 (indicator E_CRM1), so 2023 and 2025 compare cleanly, but older years (34.8% in 2021) do not. The Salesforce State of Sales survey covers 4,050 sales professionals in 22 countries, run by a CRM vendor with an interest in AI adoption.
Frequently asked questions
What is the market share of Salesforce in CRM?
20.0% of the worldwide CRM software market in 2025, according to IDC. That is the largest share of any vendor for the 13th year running, but down from 20.7% in 2024 and 21.7% in 2023.
What percentage of businesses use CRM?
In the EU, 28.5% of enterprises with 10 or more employees used CRM software in 2025, according to Eurostat. The share was 24.7% for small firms, 43.8% for medium firms and 65.4% for large firms.
Which country uses CRM the most?
Finland, where 55.8% of enterprises used CRM software in 2025, followed by the Netherlands at 54.1%. Bulgaria was lowest in the EU at 11.9%, according to Eurostat.
Is CRM use growing?
Yes, slowly. EU CRM use rose from 25.8% of enterprises in 2023 to 28.5% in 2025. Vendor revenue is also rising: HubSpot grew 19% in 2025, Microsoft Dynamics 365 18% in fiscal 2026 and Salesforce 10%.
How big is Salesforce compared with HubSpot?
Salesforce revenue of $41.5 billion in fiscal 2026 was 13.3 times HubSpot's $3.13 billion for 2025, calculated by StatisticsGlobal. HubSpot had 306,446 paying customers in June 2026.
What is the CRM revenue forecast for 2026?
Salesforce expects $46.1 billion to $46.4 billion in fiscal 2027, the year to January 2027, up 11% to 12%. HubSpot expects $3.678 billion to $3.686 billion for 2026, up 18%. No free official forecast exists for the whole market.
Sources
- IDC (via Salesforce), Salesforce ranked #1 CRM provider for 13th consecutive year (IDC Worldwide Semiannual Software Tracker, April 2026), 4 June 2026, accessed 3 November 2026. Link · Saved data copy
- Eurostat, Integration of internal processes by size class of enterprise (isoc_eb_iip), dataset updated 27 February 2026, accessed 3 November 2026. Link · Saved data copy · Licence: CC BY 4.0
- HubSpot, Form 8-K Exhibit 99.1: HubSpot Reports Q2 2026 Results, 5 August 2026, accessed 3 November 2026. Link · Saved data copy
- IDC (via Salesforce), Salesforce ranked #1 CRM provider for 12th consecutive year (IDC Worldwide Semiannual Software Tracker, April 2025), 16 May 2025, accessed 3 November 2026. Link · Saved data copy
- IDC (via Salesforce), Salesforce ranked #1 CRM provider for 11th consecutive year (IDC Worldwide Semiannual Software Tracker, April 2024), 1 May 2024, accessed 3 November 2026. Link · Saved data copy
- Eurostat, Larger enterprises used more e-business apps in 2025, 20 May 2026, accessed 3 November 2026. Link · Saved data copy · Licence: CC BY 4.0
- Salesforce, Form 8-K Exhibit 99.1: Salesforce fourth quarter and fiscal 2026 results, 25 February 2026, accessed 3 November 2026. Link · Saved data copy
- Salesforce, Salesforce Delivers Record Second Quarter Fiscal 2027 Results, 26 August 2026, accessed 3 November 2026. Link · Saved data copy
- HubSpot, Form 8-K Exhibit 99.1: HubSpot Reports Strong Q4 and Full Year 2025 Results, 11 February 2026, accessed 3 November 2026. Link · Saved data copy
- Microsoft, Form 8-K Exhibit 99.1: FY27 Segments and Investor Metrics (restated FY26 and FY25 data), September 2026, accessed 3 November 2026. Link · Saved data copy
- Salesforce, State of Sales report, 7th edition (announcement), 3 February 2026, accessed 3 November 2026. Link · Saved data copy
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