CRM (Russian market)

• Enterprise Software (Russian Market)

2022-2023: Estimates, trends, largest suppliers and prospects - TAdviser data

Waiting position and decline in activity in 2022

The key trends of 2022 for the CRM systems market in the Enterprise sector were the departure of foreign solutions, import substitution of software and a significant decline in activity in the development of IT projects. External factors affected both solution providers and customers. After the departure of Western vendors, the teams were forced to adapt to new conditions and look closely at domestic products for potential migration.

The suspension of projects and the freezing of budgets were primarily characteristic of companies with foreign participation and large businesses in general. Including, due to the serious customization of the solutions used and many internal integrations. Small businesses suffered less, as they were initially focused on minimizing indirect costs and using the basic functionality of CRM.

Most customers took a wait-and-see attitude, so new projects were not launched. Customers watched the emergence of new solutions on the market and were especially interested in the transition of other players to them. If we talk about dynamics, then compared to 2021, the market fell by about 5-10%. Large customers, who have already begun independent development on the basis of microservice architecture until 2022, continued to develop this area, but slightly reduced the intensity. Companies that used Western solutions by 2022 remained on them, but at the same time received a reduction in vendor support costs. In general, we can say that in 2022 the rules and trends according to which 2023 began were laid, - comments Vadim Kazantsev, executive director of ITFB Group.

The market was actively growing with Russian solutions, which had a positive effect on the development and competitiveness of CRM systems. The state also did not stand aside and developed a number of packages to support the IT sector. All this led to the fact that by the end of 2022, thanks to import substitution and the influx of users, the market had both cloud CRM solutions and many boxed competitive CRM systems that continue to develop.

The needs of customers have also changed, in particular, in the direction of using not only the basic capabilities of the program, but also deep customization for the business processes and tasks of the company, integration of all used software products within one system. More customers are now focused on XRM products, including blocks for document management, warehousing, production rather than classic CRM systems. To ″ cloud ″ solutions of our company and customers who prefer ″ to live in the clouds ″ limiting the possibility of using Western hosters caused a number of inconveniences, as it required a move to domestic service providers or ″ hardware, ″ says Gleb Melnikov, technical director of RosBusinessSoft CRM.

The companies began massively launching import substitution projects for CRM systems, primarily SaaS, in the fall of 2022. A feature of these projects was that due to the stop of cloud CRM with a subscription model by foreign vendors, some customers were forced to move to tools such as Excel. Thus, they saved information on the client base, but completely lost the process part. The indicated timelines for Enterprise CRM implementation projects ranged from 1 to 3 months.

Users of subscription cloud services migrated where they could, the rest began to analyze and choose. Someone is planning migrations for 2023-2024, someone has switched to their own developments, others are trying to function in development mode by local integrators, - notes Anna Kuznetsova, head of BPM/CRM practice, NAUMEN.

Sales virtualization remained another trend in 2022, affecting both the online B2C and B2B segments.

The driver of this trend was the changes in purchasing behavior that developed during the Covid-19 pandemic: a reduction in the number of offline meetings, interpenetration of sales and marketing due to the ability to search for information on the Internet right during the meeting. In 2021, the companies planned to overhaul the front and back office processes to support these changes. The start of many sales virtualization projects was scheduled for 2022, - explains Maria Ilyina, product owner ELMA365 CRM.

By the end of 2022, an import substitution map for products was formed, and in 2023 customers could already evaluate the proposed solutions taking into account their functionality, safety, usability and other important aspects.

While customers behaved cautiously in 2022 due to uncertainty, vendors and integrators were actively working to develop new products. Therefore, the dynamics of the CRM market in the end of 2022 turned out to be ambiguous, "says Svetlana Ermakova, head of the CRM Department of Business Solutions of Softline Group of Companies.

Largest suppliers CRM systems

The leader in the rating of the largest suppliers of CRM systems in Russia in 2022 was the Lanit group of companies. Its revenue from the introduction of its own and third-party CRM amounted to 2.3 billion rubles. The top five also included the companies Digital Economy League, 1C-Rarus, Jet Infosystems and GlowByte.

In total, 21 companies took part in the ranking. Their total revenue from the implementation of CRM projects in 2022 exceeded 12.2 billion rubles.

The largest suppliers of CRM systems in Russia *

№	Company		Total revenue from the implementation of CRM projects for 2022, million rubles. Including VAT	Total revenue from the implementation of CRM projects for 2021, million rubles. Including VAT	Dyna- mika,%	What CRM systems is the company developing	What third-party CRM systems does the company implement?	Number of employees engaged in development, implementation and support of CRM systems	Number of Parts at Vendor	The largest CRM projects in Russia
1	GC LANIT	Vendor and Integrator	2321.2	n/a	n/a	BPMSoft RightWay, Bitriks24| |, Sberbank Microsoft Dynamics CRM, Creatio,, SAP CRM	336 (for own CRM )/491 (for third-party CRM)	n/a
2	Digital Economy League	Integrator	1811	1636	11	-	ELMA365 BPMSoft,, CRM Siebel CRM B2C,	423	VTB| - Rosbank| Rostelecom| Sberbank Gazpromneft,,,,
3	1S-Rarus	Vendor and Integrator	1340.8	1205	11	1C:CRM	n/a	n/a	n/a|n/a
4	Jet Infosystems	Integrator	1185	n/a	n/a	-	-	n/a	-	n/a
5	GlowByte	Integrator	1172	1172	0	-	CM Ocean, MindBox, Loymax, Rubbles, Altcraft, Siebel, BPM Soft	320	Sberbank, VTB, Alfa Bank, RSHB, Gazprombank
6	AmoCRM * *	Vendor	1046.1	954.8	10	AmoCRM	-	n/a	n/a	n/a
7	ITFB Group	Integrator	841.4	n/a	n/a	-	ELMA, BPM Soft, TWork by Tinkoff, Oracle Siebel CRM, development of CRM with microservice architecture	100 +		VTB, Sberbank, Sibur, MKB, MTS-Bank
8	Navicon	Integrator	420	493.7	-15	-	BPMSoft, Elma	115	-	n/a
9	ELMA	Vendor	390	340	15	ELMA365 CRM		100 +	n/a	Rostelecom Digital Technologies, Translom, Glenmark, Gemotest, Sinara Investment Bank
10	Korus Consulting	Integrator	327	287	14	-	Bitrix24, BPMSoft, Elma365, Microsoft Dynamics 365, Amber CRM	80	-	First Freight Company, VTB Leasing, Bosh Termotechnika, Sitronics, DPD
11	Extyl	Integrator	286	231	24	-	Bitrix, AMO Crm	48	Дом.РФ, Otkritie, Gazprombank, Lukoil, Yokohama
12	GMCS	Integrator	272	248	10	-	Microsoft Dynamcs CRM, GreenData	n/a	-	n/a
13	Comindware	Vendor	167	127	31	Comindware Business Application Platform		12	Surgutneftegas
14	Nobilis Tim	Integrator	159.1	169.3	-6	-	Oracle Siebel	43	-	Lenta LLC, TINKOFF BANK JSC, MIGCREDIT IFC LLC, MTS Bank PJSC, SIBUR Digital LLC
15	RosBusinessSoft	Vendor	156	120	30	RosBusinessSoft ERP CRM/( RBS360)		20	Ozon.ru, Karcher, K-flex, Palfinger, My Business
16	Innodata	Integrator	122.3	n/a	n/a	-	n/a	n/a	n/a	-	n/a
17	MONOLIT-INFO	Vendor	100	80	25	MONOLITH CRM	-	no	Baltika Brewery Company LLC, Megapolis Group, MPBK Ochakovo
18	Clientomatics	Integrator	83.4	120.8	-31	-	BPMSoft, ELMA365	70	- [[Trade	AUCHAN]] Retail Russia, KOMOS GROUP, Borjomi, AMWAY CIS
19	Date Sapiens	Vendor	42	4	950	CM Ocean	-	45	2	Rosbank, Renaissance Insurance, Gazpormbank, Moscow Exchange, Partnership Network
20	Sitronics Group	Integrator	26	25	4	-	n/a	20	-	CRM to automate sales management in MTS PJSC B2 segment
21	WONE IT	Integrator	17.6	40	-56	-	ELMA, First Form, Microsoft	15	-	MFI SOFT LLC, NEWTEK SERVICES LLC, GDC-GLOBAL DELIVERY CENTRES LLC, Avind International Oy, AMT GROUP JSC
	Sum		12285.8

* - Data collected based on company questionnaires unless otherwise specified

TAdviser 2023

* * - Revenue from financial statements for 2021-2022. Excluding VAT

Focus on import substitution in 2023

Now there is a global redistribution of the market between foreign and Russian vendors and this process will last several years. Some Russian developers today offer relatively cheap box CRM solutions, others prefer to sell and implement their products independently or with partners. Independent integrators of CRM solutions are moving more towards the development of CRM for the customer based on low-code platforms or open-source components than towards the implementation of Russian CRMs. Microservice architecture solutions are also widely used, where a unique set of modules and solutions is created for each customer.

According to some experts, over time this may lead to an increase in the number of vendors in the market and an expansion in the supply of CRM products for customers.

In general, the companies formed plans for import substitution and began to actively choose partners. And the developers, under the influence of client requests, began to focus on the development and expansion of the functionality of their solutions.

Despite the fact that almost the entire enterprise segment has already decided on suppliers and switched to real migration projects, in 2023 about 20-25% of companies that continued to use foreign software remained on the market. This is due to the fact that in the CRM area there is traditionally a high proportion of specific improvements for customers. The departure of Western vendors and the lack of support from them had little effect on such companies, so they were in no hurry to migrate, - comments Nikita Egorov, head of the CRM department of the system integrator. Navicon

According to the results of a study of customer interaction processes conducted by the analytical agency of the NOTA vendor, in the first half of 2023, CRM systems were introduced in almost half of the surveyed organizations (41%). However, the volume of offers for import substitution of CRM solutions today is very different depending on the size of the company. Medium and small businesses, as well as individual entrepreneurs, are not limited in the choice of Russian systems: the market for simple boxed solutions is large, it is saturated with IT products and is developing rapidly.

The CRM market was highly competitive until 2022, and has remained so now. There are really a lot of products, there is a certain reorganization. If we talk about solutions for medium and small businesses, then competition is off scale here, in the large segment - it is only growing and is associated with the departure of representatives of the Gartner quadrant for CRM. Russian vendors have received a tangible motivation to develop, improve solutions, adapt them to the requirements of a changing market. Actually, business also expects high-level products from them, since it has already worked in Western systems and is not ready to lose either convenience, functionality or security, - notes Yuri Vostrikov, General Director of LANIT Omni (part of the LANIT group).

At the same time, large corporations cannot quickly transfer their processes, often organized in different IT systems, to a new solution, so the implementation of CRM for large businesses is always customization for a specific request, phased planning and replacement of different services. Large organizations need a flexible system with a modern stack, the ability to support its work with its own or external IT team.

2023 is very different from the previous one in the mindfulness of choosing a CRM system. In 2022, no one understood how urgently import substitution should take place and to what extent. There have been many requests for projects with burning deadlines without understanding the results and proper analytics. This year, customers who come to ELMA365 have formed expectations from an ideal CRM system, correlated them with business values ​ ​ and a strategy for developing sales and marketing. Flexibility and adaptability came out on top. Now it is more than projects of blind substitution. There was an understanding of how to improve sales processes and automate them without the imposed framework dictated by foreign software or a parent company outside Russia. Implementation projects, in turn, have broken down into semantic replacement contours and do not imply a one-time move, "says Maria Ilyina, product owner ELMA365 CRM.

The absence of foreign companies has a beneficial effect on the Russian market. In addition, it can be canceled that customers have changed, every year they have an increased awareness of the need to use scalable management systems in the company for successful growth and development. Customers began to choose the system not ″ to try ″, but for five or more years, - notes Gleb Melnikov, technical director of RosBusinessSoft CRM.

A class of analytical CRM systems is being developed, designed to automate the processes of analysis and segmentation of the client base, target communications with clients. There are a sufficient number of relatively mature solutions of Russian developers in this area. Therefore, the migration process is underway actively.

It is important for customers that often Russian developers have implemented even more functionality in their systems than was in Western products. Therefore, when implementing them, companies do not have to abandon the usual level of automation or convenience. At the level of maturity, Russian solutions are still lagging behind, but this is solved only by increasing the number of projects than everyone is busy today, "says Julius Goldberg, head of GlowByte.

If earlier migration projects from a foreign platform to a Russian one lasted 6-9 months, today customers have tougher requirements for terms, limiting the integrator to 3-6 months.

Now the business is still adapting to the new market structure. There are many platforms with similar functionality that differ in development and operation options. When choosing a platform, customers pay attention to the presence of a related ecosystem - tools for interaction between employees, partners, opportunities for training and increasing expertise. With the departure of large players, this part of the market remains open, which forces companies to consider building their own IT architecture and IT expertise within the organization, "explains Andrey Kashirsky, an expert at the CRM department of Korus Consulting Group.

There is a trend among large businesses to create their own solutions. According to Pavel Baklykov, commercial director of Mad Brains, most companies today prefer the CDP platform instead of CRM.

It's basically CRM on steroids. The emphasis in CDP is on capturing and developing a client portrait. Big business is now using this form and is ″ finishing ″ its third-party integrations. It turns out a core core, which is supplemented by marketing tools, mail, telephony, instant messengers, time tracking, etc. But you need to remember that whatever approach the business uses, it must work to fulfill the task, - says the expert.

Key Drivers and Barriers

As last year, import substitution of software, which is supported by the state, regulatory requirements regarding the transition to Russian products and the inability to purchase or renew licenses of Western vendors, contribute to the active development of the market.

Some large companies have begun the import substitution process since 2014, developing their own solutions with the involvement of contractors. This process continues at this time. Russian vendors also appear, which replace the departed solutions from Oracle, SAP, Microsoft and other foreign developers.

In addition, the economic situation is leveling off, priorities and further directions of development are becoming clear. It also became obvious which companies left the market, and who, on the contrary, gained a foothold and continues to grow in the competition.

Among the barriers that slow down the growth rate of the market, experts distinguish:

• lack of qualified personnel;
• unavailability of Russian vendors for so many migration projects;
• insufficient maturity of solutions of Russian vendors to cover the needs of the enterprise segment. Both in terms of the processes of developing own products and in terms of approaches to working with the partner network;

Part of the domestic software is under development. Vendors are faced with the task of completely replacing Enterprise solutions. At the same time, it is impossible to take some kind of boxed product and implement it in one day instead of what has been implemented and developed for 10 years, - comments Vadim Kazantsev, executive director of ITFB Group.

• The overall unevenness of the level of implementation and cost in these projects, which complicates the choice for end customers;
• low recognition of domestic brands. Customers are still wary of Russian developments;
• the rush with which IT developers saturate CRM with new features. Many companies complain about the slow operation of large amounts of data, as well as the difficulty of integrating into the existing infrastructure;
• speed of development of systems and necessary integrations. A product comparable to market leaders cannot be created quickly enough, and for large businesses it requires investment of time and money;
• Companies "attempts to save money: they are more attentive to integrator proposals and seek to make informed choices.

Maxim Nartov, Business Development Director at Nexign, adds:

As for the drivers and barriers affecting the development of CRM systems, here we are faced with a number of interesting points. The term CRM itself has become overloaded and now, in a broad interpretation, is considered as a tool for moving along the funnel. Although (and this is important for industries focused on longer work with the client than a one-time sale) the main plus from CRM begins at the stage of retention and development. Where the work is not on one-time revenue, but on the long-term projected LTV of the client. For the corporate segment, such a long-term history of relationships and the ability to manage them are especially important, as the importance of large customers and partners moves from the level of statistical averaging to noticeable figures in P & L.

What customers are paying attention to

First of all, customers today focus on systems that help optimize key processes, establish omnichannel and effective interaction with customers and partners, automate routine and simplify access to new markets.

The choice is influenced by ease of use and a convenient system interface, the availability of the necessary functions and capabilities for data processing and analysis, support from developers.

There is growing interest in BPM platforms, microservice architecture and low-code, which provide CRM with the necessary flexibility and capabilities to expand functionality. Large and medium-sized businesses strive for end-to-end process automation, so the focus is on orchestrating and managing distributed complex processes through a single center.

If we talk about technologies, the system should be built on a modern architecture that supports the current stack, and have open source code. This allows you to significantly reduce the requirements for specialists who support and develop a solution, - said the Dmitry Siluyanov director of the digitalization direction of the client service. Digital Economy Leagues

Customers are also attentive to integration capabilities - the system needs to interact effectively with ERP, MDM, contact center, data stores, BI, etc.

The selection also takes into account the availability of innovative tools - machine learning and data analysis technologies. It is clear that the system is used by a large number of people in the company, so a convenient friendly interface is also in trend. Customers also pay attention to financial stability, the range of competencies and the vendor's experience. Those who have the opportunity and resources choose large domestic suppliers with a solid portfolio of implemented projects, among which there should be large-scale, highly loaded cases, - says Yuri Vostrikov, General Director of LANIT Omni (part of the LANIT group).

By choosing contractors, the business highlights their ability to quickly adapt to changing requirements and the ability to provide high quality service within the agreed time frame. Another factor is the readiness to master new products and technologies, as well as the extensive experience in development on various technology stacks.

The functionality of the CRM systems on the market is about the same. Most of them have a mobile version, built-in analytics, and customer self-service tools. Therefore, trust in the vendor and the comfort of working with him, as directly, there and through a partner, come to the fore, - notes Aurika Savchuk, vice president of GMCS.

Customers are primarily interested in the industry experience of the vendor, integration with accounting solutions, the speed and cost of implementation, - comments Mikhail Lapin, Head of the Department of Cross-Industry Solutions "1C-Rarus."

More companies are looking for a flexible CRM system with unlimited adaptability, stretched over time, a powerful engine for setting up business processes, built-in integration tools using standard protocols.

The business draws attention to the possibility of covering the entire pool of functional requirements, using CRM as a single window for sales managers, changing processes and interfaces, in case of additional requirements. The priority is the technology stack: it must be modern, progressive and relevant in terms of integration opportunities.

{{quote "We are currently seeing an increase in the requirements for personalization and automation of customer interaction processes. This could be driven by increased competition as companies look to offer a more personalized and engaging experience for their customers. In addition, the integration and use of artificial intelligence (AI) in CRM systems and channels is also becoming a more significant factor in development.

Recently, there has been a clear trend towards demand for complex solutions in the field of CRM systems. Companies are increasingly committed to fully managing consumer engagement from the moment of first interest in a product or service to active development, loyalty and support. Regardless of the channels of interaction, or, more specifically, managing the channel of interaction, - says Maxim Nartov, Director of Business Development Nexign.}}

Another important point is UI and UX. To improve the usability of the system, you need to carefully collect feedback from employees and transmit it to developers. Working with a fast, understandable and functional IT product helps the business provide end customers with a qualitatively different level of service, "adds Vladimir Vigura, Product Director of NOTA MODUS. Recovery (ex-T1 CRM Collection).

Small customers primarily look at the availability of ready-made entities and processes in the system for their industry and how well they fall on their expectations. The availability of convenient ready-made reports on monitoring the sales funnel, the efficiency of managers, the preferences of client segments is a big plus for them.

Analytics and data visualization models are also relevant to customers. The system should be able to analyze information and make informed decisions based on it.

The de facto standard, especially for companies working with retail customers, was the presence of analytical CRM, which allows you to personalize communications with customers and make them targeted, not massive. But today, many companies seek to explore and manage the customer path in order to increase customer loyalty and increase their own profits. There are special divisions that are engaged in customer research, conduct regular surveys, for which a whole class of CX systems has appeared on the market and is developing, "says Julius Goldberg, head of GlowByte.

Customer processes go far beyond the usual CRM and require a BPM approach, so the low/no-code process designer becomes extremely necessary for customers.

An important task for companies is to ensure effective communication with customers in various channels. To do this, robots and chatbots are used, which help automate processes and remove routine tasks from employees. They can attract potential customers, process appeals and conduct clients from the stage of circulation to the sale, - adds Vadim Kazantsev, executive director of ITFB Group.

Systems come to the fore that can provide an end-to-end process, barrier-free communication with customers and solving their problems without losing information. Market representatives note that they lack integration with VKS, the function of collecting data from ERP systems, the ability to work with the platform offline, as well as tools for translating speech into text.

Not the last place when choosing a system is occupied by the cost and cost effectiveness of implementing the solution.

In the context of high competition, customers are actively exploring the market, expanding knowledge of products, analyzing the technical aspects of offers, so they become more aware of pricing issues that affect the final decision. The speed of system implementation is also important. Customers are no longer ready to wait several months to get a completely finished CRM system. Therefore, the method of short iterations becomes popular when the functionality is gradually implemented, and the customer begins to actively use the system in 2-3 months, - comments Svetlana Ermakova, Head of CRM Department of Business Solutions of Softline Group of Companies.

When deciding on migration, the most important thing for the customer is to provide a painless transition that will allow you to continue to perform daily tasks in the same amount and with the same quality.

In such a situation, it is important that the customer meets the vendor, giving more time to refine the platform and minor, but significant functions. As an alternative, we always offer customers to change current business processes to the architecture of domestic platforms in order to speed up the migration process. It is important to note the great contribution of the state to the process of transition to domestic CRM. State funds through budget financing are now helping Russian vendors accelerate product development. In addition, the state helps businesses that conduct digitalization programs. Money is also actively allocated to finance the CRM-based automation projects themselves, "says Alexey Shubin, General Director of Klientomatika.

Market Volume and Dynamics Estimates

If 2022 was characterized by a decline and cautious observation, then 2023 is already returning the CRM segment to its previous dynamics and growth rates. According to TAdviser, market growth in 2022 slowed down to 8%, its volume reached 23.5 billion rubles. According to the preliminary results of 2023, the volume of the Russian CRM market will increase to 28.2 billion rubles. with a dynamics of 20%.

In 2023, there is an increase in the intensity of development, new projects and tasks appear. New vendor products began to appear that, together with CRM, solve point business problems: chat bots, robots, AI-based solutions, Low-code platforms for providing sales and service. Optimistically, market growth can be predicted at the level of 20-30%, - said Vadim Kazantsev, executive director of ITFB Group.

Korus Consulting expects an increase in the number of new implementations and the development of systems by 15-20%. The GMCS predicts that revenue will grow by 20% compared to last year. In 1C, Rarus with an assessment of the dynamics are more cautious and assume that if it grows, then by 5-10% year-on-year. Experts of the analytical agency NOTA note that in 2023 the Russian market returned to the level of $432 million with a forecast of growth to $602 million by 2028.

The projects launched in 2023 by Enterprise companies will continue in the next year or two - the business will connect new divisions to ready-made solutions and at the same time expand functionality beyond them.

Companies launching implementation projects in 2023 have no false expectations that the solution they are implementing will be relevant for years to come. Rather, they understand that they need tools such as Low-code to be ready for new changes, be it sharp virtualization of sales or an emergency move from foreign software, - notes Maria Ilyina, product owner ELMA365 CRM.

Therefore, the requirements that customers have for CRM systems suppliers will remain the same. Among the key ones are the presence of a platform in the Register of domestic software, as well as the ability to seamlessly integrate with the current IT landscape of the client.

In 2024, market players expect more massive and large projects for the migration of CRM systems to Russian solutions. According to preliminary forecasts, by the end of 2025, 50-70% of CRM systems in large Russian companies will already be imported. This will increase market volumes as much as Russian integrators can meet demand.

In 2024, the CRM market, in my opinion, will be influenced by several factors. First, the trend for import substitution will continue, because some companies are at the beginning of this path. Secondly, CRM developers will continue to work on the microservice architecture of their applications, and will also offer customers ready-made niche solutions. In addition, vendors will continue to develop ready-made designers, on which customers can independently create solutions without unnecessary licensing load. The trend for custom development will continue - in particular, the share of projects implemented on open source will grow, - comments Nikita Egorov, head of the CRM department of the Navicon system integrator.

For information systems used in Russia, the technical stack on which they are implemented will be extremely important. The advantage will be those solutions that were created on the basis of open source software - such a product is easy to import. How the business handles personal data will also matter. Some companies offer tools for depersonalizing them, which makes it possible to ensure the safety of critical information, and such solutions will remain in demand on the market, "said Vladimir Vigura, Product Director of NOTA MODUS. Recovery (ex-T1 CRM Collection).

Companies will continue to invest in the development of their own local platforms, replacing foreign counterparts and expanding the range of functionality, rather than buying licenses through workarounds. Local vendors will quickly occupy new niches and market segments. For small businesses, the availability of automation services and software will significantly increase.

The main driver, in addition to import substitution, will be the emergence of new technologies. The development of CRM systems will be aimed at introducing neural networks, AI solutions, as well as voice technologies - all that will facilitate the work of managers or sales with the system, but will increase its cost.

No-code solutions that are now more like a marketing bait and require major improvements will not be ignored. When used in detail, companies understand that they need IT specialists to work more comfortably and configure the system. In general, we can say that CRM systems have become indispensable assistants for many companies, and their development allows us to make positive forecasts about the further growth of users in 2024, "says Galina Yashina, head of the QA department of the IT company SimbirSoft.

Customers will also continue to implement CRM systems as an integral tool for business development and ensuring efficient operations, and there will be a stable demand for CRM solutions. In addition, the partnership of integrators with CRM systems vendors will continue to strengthen. Expectations from the market and projects are increasing, higher standards of quality and requirements for the functionality of systems are imposed.

In general, the trends of past years will continue. The focus shifts from using cloud systems to boxed products for Enterprise. Customers want to use a product that covers all areas of activity and divisions of the company as much as possible - working in one window, without numerous integrations between third-party services and programs, - says Gleb Melnikov, Technical Director of RosBusinessSoft CRM.

All this time, Russian vendors had a certain amount of time to invest enough resources in their software product. Large Russian CRM systems development teams have greatly tightened the quality of their own products, taking advantage of the forced lull with benefit. We now expect high demand for CRM implementation, which will last all of 2024. This is facilitated by the time factor: foreign licenses are running out, updating foreign systems is not available in Russia. Many companies have already started projects to replace foreign CRM systems in the second half of 2023 and soon we will see the results of such projects, and we will also be able to assess the prospects for import substitution in the Russian CRM market, - comments Alexey Shubin, General Director of Klientomatika.

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2021-2022

2021 results and situation in 2022 - TAdviser data

Market estimates and the largest suppliers of CRM systems in 2021

The year 2021, when the fears caused by the pandemic receded, and COVID-19 a certain revival of the economy began, turned out to be quite prosperous for the Russian CRM systems market. According to TAdviser, its volume compared to the previous year increased by 21% and reached 21.8 billion rubles. At the same time, since the market has not yet reached the saturation stage, it retains a high growth potential, says Roman Gnatko, director of business development at the company. NORBIT

If we talk about the market positions of foreign and Russian suppliers of such software products, then over the past two to three years they have undergone changes. On the one hand, according to Yulia Goldberg, head of import substitution at GlowByte, by the beginning of 2022, CRM systems of foreign vendors still prevailed in large Russian companies. In the segment of operating CRMs (oCRMs) that automate customer relationships, they used the systems of vendors such as Oracle, Microsoft, SAP, Salesforce more often than others. In the segment of analytical CRM (aCRM), which allows you to identify patterns in customer behavior - SAS, HCL (IBM), Teradata, Exponea.

On the other hand, in recent years, Western vendors have been promoting their cloud CRM products, the demand for which was not very great, and during this time quite competitive domestic CRM solutions have appeared on the market, notes Alexey Makeev, partner of the Digital Economy League.

It was in 2021 that large private and state-owned companies abandoned foreign software and switched either to systems of their own development, or to ready-made domestic solutions, adds Vladimir Vigura, managing director of the T1CRM.

However, the companies themselves specializing in the implementation of foreign solutions, such as GMCS, were satisfied with 2021.

We implemented new large projects, developed client CRM solutions based on Microsoft Dynamics, and also provided technical support services, − says Aurika Savchuk, director of the interaction management solutions department of this company. - And we note an increase in the number of new customers and the profitability of projects.

The expert named the transition of a number of large customers to the latest versions of Microsoft Dynamics 365 as factors in this growth, as well as the active transformation of sales and customer service processes launched by companies during the pandemic.

The market was gaining momentum due to the growing demand for CRM systems in small and medium-sized businesses. According to an independent study conducted in late 2021 - early 2022 by the Guild of Integrators, the growth of demand of a company of this scale, although not three times, is still ahead of larger organizations. Thus, in microbusiness companies it amounted to 22.4%, in SME companies - 21.9%, in large companies - 14.7%, and 12.7% in state organizations.

Many small companies began to invest in the automation of relations with customers already at the startup level, if the solution helps to minimize internal resources, for example, keep fewer employees in processing the flow of orders and earn more, thanks to high-quality analytics and timely identification of bottlenecks in processes, − says Tatyana Malyavina, commercial director of Amber.

The Biggest Players

At the end of 2021, T1 Consulting became the leader in the Russian CRM market. Its revenues from the implementation of CRM projects increased by 38.4% to 3.4 billion rubles. The second and third lines of the rating were also taken by integrator companies - the Digital Economy League and GlowByte. The fourth position is held by 1C-Rarus, a company that simultaneously develops and implements CRM systems. All 4 leaders showed good growth dynamics - at the market level or higher.

It is worth noting that a number of major players did not take part in the new ranking. Among the missing, in particular, are companies such as Norbit and Jet Infosystems. In the previous rating, Norbit occupied the second position with revenue of 1.6 billion rubles, Jet - the fourth, with an indicator of 1.1 billion rubles.

Revenue of Russian companies from CRM projects in 2020-2021 *

№	Company	Company status	Revenue from CRM projects in 2021, million rubles.	incl. License sales	incl. Implementation services, support, training, integration	Revenue from CRM projects in 2020, million rubles.	incl. License sales	incl. Implementation services, support, training, integration	Dynamics 2021/2020	Key CRM customers in 2021
1	T1 Consulting	Integrator	3382,2	n/a	n/a	2443,6	n/a	n/a	38,4	Otkritie, Rosselkhozbank
2	Digital Economy League	Integrator	1636	52	1584	1350	121	1229	21.2	Sberbank, Rosselkhozbank, Rosbank, VTB, Post Bank
3	GlowByte	Integrator	1336.1	3.2	1332.9	999.2	1.0	998.2	X5 Group, Alfa-Bank, VTB Bank, Otkritie, Sberbank of Russia, MTS, M.Video, SIBUR, Rusfinans, Renaissance Credit.
4	1S-Rarus	Vendor and Integrator	1204.6	146.5	1058.1	994	120.9	873.1	21.2	n/a
5	AmoCRM * *	Vendor	954.8	n/a	n/a	859.4	n/a	n/a	11.1	n/a
6	* * * * (1)	Integrator	347.3	n/a	n/a	n/a	n/a	n/a	n/a
7	ELMA	Vendor	340	N/A	N/A	N/A	N/A	Krastsvetmet, RETN, Tavrida Electric, Anchor, Obninsorgsintez
8	Naumen	Vendor and Integrator	308.1	92.4	215.7	233.9	70.2	163.7	Motive Telecom, Financial Commissioner Service, Gazprombank, Federal Passenger Company, Sovcombank Factoring
9	Korus Consulting	Integrator	288	n/a	n/a	n/a	n/a	n/a	-0.7	n/a
10	Nobilis Tim	Integrator	269.9	7.9	262	148.5	0.0	148.5	81.8	n/a
11	GMCS	Integrator	248	n/a	n/a	n/a	n/a	1,2	FUN&SUN ( TUI Russia), CARCADE, Skolkovo Foundation, Leroy Merlin Russia, Yota, NETBYNET (Wifire brand)
12	Monolith-Info	Vendor	140	10	130	132	12	120	6.1	Baltika Brewing Company LLC, Megapolis Group of Companies
13	BusinessAutomation	Vendor	N/A	N/A	N/A	N/A	N/A	N/A	MMoMA
14	Amber	Vendor and Integrator	13.5	4.5	9	14.5	4.8	9.7	-6.9	Russian University under the Government of the Russian Federation, Vinik, RSHB-Life Insurance, EnergosbyT Plus, IRZ TEK
	Sum		10598.5

* - Data collected based on company questionnaires unless otherwise specified	TAdviser 2022
* * - Revenue from financial statements for 2020-2021. Excluding VAT

(1) - Company name is hidden due to information verification

The shocks of 2022

In the first two months of 2022, companies demonstrated organic growth, customers looked closely at the CRM systems of domestic suppliers, and those, in turn, developed and expanded the functionality of their solutions.

This was the case until global CRM suppliers, in response to the start of SVO in Ukraine, announced their withdrawal from the Russian market.

Some of them simply notified customers about the disconnection of the cloud version of the system, someone demanded to transfer data abroad, someone suspended the work of technical support and the sale of licenses, − recalls Dmitry Smirnov, director of consulting at the CRM department of KORUS Consulting Group.

Large Russian companies and corporations using CRM using the SaaS model, for example, SalesForce, or systems of other global vendors deployed in the clouds of Microsoft Azure, Amazon Web Services, Google Cloud, suffered the most. They almost simultaneously lost access to their cloud CRM and, accordingly, lost the benefits of automating sales and interacting with customers, ensuring profit growth and business sustainability.

Such companies have difficulties with payment and access to support services, − says Alexey Makeev from the Digital Economy League, − but this is not an insoluble problem, since most Western CRM systems have accumulated deep expertise from Russian integrators who are quite capable of replacing departed vendors in terms of tasks with implemented solutions.

The first to encounter customers extremely interested in "landing" their cloud solutions in Russian data centers, their own or commercial, system integrators.

The first sustainable request is import substitution of Salesforce, − says Dmitry Pereponov, head of Business Process Automation at CROC. − For one of our customers, we migrated the key functionality of the sales department to 150 people in the B2B segment in 1.5 months - from conducting a competitive procedure to putting into pilot operation.

The situation with CRM systems SAP, Oracle and Microsoft, according to him, is less critical.

Not all these international vendors left Russia at once, some, for example, SAP, held out in our market for several more months and even after leaving, this supplier does not prohibit the use of its software even to those now former customers who fell under sanctions, said Dmitry Vasiliev, director of ERP solutions development at IBS.

Companies that have not been affected by the sanctions may receive some updates, − he states.

Unlike companies that, before the start of a special operation in Ukraine, consumed CRM as a service from foreign vendors, organizations that have deployed and use such systems in their IT infrastructure can be conditionally divided into two categories.

Here is how Roman Gnatko, director of business development at NORBIT, speaks about them:

Companies with state participation are also avrally looking for Russian analogues or invest in their own developments. The rest continue to use the solutions, given the budgets already spent and the numerous risks associated with the transition to new products. The market still has resources ready to provide services for the development and support of such systems, including NORBIT.

At the same time, for client companies of global suppliers, in addition to migration risks, there is also a danger of unexpected suspension of processes, loss of accumulated data and customer relationship histories. So the strategists of large companies and corporations now have to find a balance between these risks, weighing the chances of implementing each of them.

It should be understood that CRM systems in many large companies by the beginning of the SVO already required modernization, since they were introduced for a long time, situationally refined and still did not cover all the processes of interaction with clients necessary for business, that is, they ceased to meet modern business requirements, Dmitry Pereponov notes.

The idea of ​ ​ replacing them has long been in the air among most commercial directors and Chief information officers of large companies, and the events of February have become a trigger for action, − the expert notes.

But after February 24, some of them postponed import substitution projects for 2023-2024 and slowly study domestic products, plan pilots, and make up budgets. "They expect that nothing will fall off quickly," − notes Julius Goldberg from GlowByte. Others included the CRM system in the list of software solutions in need of priority implementation. Korus Consulting, for example, already has customers who have left ERP on the implemented platform and are re-launching the CRM migration project.

According to NAUMEN research^[1] on how large and medium-sized businesses have adapted to the changes in the software market, 11% of respondents replied that they were going to replace the customer interaction management solution in the near future, 26% - are in standby mode, the remaining participants in the survey have no plans to replace the software. Some companies fear increased sanctions and do not want to depend on political decisions, which is why the issue of choosing a new CRM supplier remains unresolved. For the same reasons, some companies choose open source technologies or are inclined to self-written solutions. Companies for which the issue of replacing software is irrelevant have either purchased unlimited licenses from foreign vendors and do not yet see the need to buy a new solution, or are already using a Russian or self-written solution.

What drives the market forward and what pulls back?

In 2022, the complication of the geopolitical situation had a serious impact on the Russian CRM systems market. It sharply updated the need of state organizations and commercial companies for Russian software products, including CRM systems.

In response, the state took a number of support measures for software developers to motivate them to speed up the process of creating domestic software products. Roman Gnatko from NORBIT considers grants and government programs to support Russian solution developers and customers who will implement products and systems from the domestic software register to be the key driver of the CRM market development in 2022. The second driver, in his opinion, is an urgent need of state structures for domestic software.

The state is trying to help developers make domestic analogues of popular Western solutions. As part of the competitive procedures, we expect to receive a grant to quickly develop the necessary modules on the T1 CRM platform, "says Vladimir Vigura, Managing Director of the T1CRM.

In this regard, many market participants highlight such a CRM market driver in 2022 as import substitution.

After a short lull in the first half of the year, customers again show an active interest in CRM systems - of course, Russian-made. This is what will move the market forward, − said Dmitry Smirnov, director of consulting at the CRM department of KORUS Consulting Group.

Unlike in previous years, in 2022 import substitution is supported by "hot" demand from government agencies and large corporate clients. A number of companies that used foreign cloud CRM solutions assess the risks of suspending such services as very high and therefore are forced to switch to Russian platforms, says Aurika Savchuk from GMCS. In addition, Russian subsidiaries of foreign companies that previously used the IT infrastructure of parent companies are currently forced to implement Russian CRM systems in an extremely short time to ensure the functioning of sales and customer service processes.

But I must admit that import substitution as a driver of the CRM systems market also has a downside. These are hastily assembled "semi-finished products," which, along with mature and stable solutions, are present on the Russian market today. Alexey Makeev, partner of the Digital Economy League, calls the heterogeneous structure of the Russian market for customer relationship management systems a factor that restrains its development, and advises customers to carefully and critically investigate the proposed software.

If the task of developing domestic CRMs was set at least two to three years before the "H" date, − developed this idea by Julius Goldberg (GlowByte), − there would be more chances that more mature and ready-to-replicate products will appear by the right time.

Now, according to the expert, many vendors are "sawing" or "finishing" their products in an accelerated mode, which does not always have a positive effect on their functionality and quality.

Also, the bottleneck of this segment of the IT market is the lack of specialists who are deeply versed in domestic CRM solutions, says Dmitry Smirnov (Korus Consulting).

There is a lot of competition for developers and analysts - the cost of their work is constantly growing and it becomes problematic to assemble a high-quality team, "adds Kirill Shchukin, Director of CRM T1 Consulting.

A number of problems for market participants, software suppliers and system integrators are created by the customers themselves. Some of them consider their business very specific and therefore do not recognize automation using standard CRM solutions.

This is a mistake: modern IT solutions are very flexible and can adapt to almost any situation, − declares Alexey Kolmay and invites such companies to contact the company's Consulting Department, ELMA where they will be helped to formulate their needs and tasks for automation.

And Roman Gnatko points out that the sequestration of companies' IT budgets had a negative impact on the market in 2022. According to him, this was a reaction to the economic and political situation in the country.

The business took a wait-and-see attitude, many projects were stopped or frozen, − the expert states.

According to Anna Kuznetsova, head of BPM/CRM practice at NAUMEN, the restraining factors are the delayed migration process from foreign software and the difficulties of switching to new approaches in old information systems (a lot of unstructured data, complex processes, there is no connection between internal systems).

The ratio and weight of these multidirectional vectors makes you wonder what the resulting strength for this market will be in 2022.

Resultant Power for CRM Market in 2022

The complication of the economic situation and the state of uncertainty in which Russian companies found themselves cannot but affect the results of the outgoing year.

In general, the market on the side of customers will decrease, since part of the business left Russia, and the other took a pause in development in order to temporarily "tighten the belts" and adapt to new realities, − notes Alexey Kolmay.

At the end of 2022, a temporary decline is possible, caused by uncertainty, which for a long time did not allow the launch of new projects, - believes Anna Kuznetsova, head of BPM/CRM practice at NAUMEN.

Experts from T1 Consulting expect the "drawdown" of the Russian CRM market to the level of 2018-2019 due to a reduction in payments to Western vendors, as well as due to the suspension of a number of large projects.

Temporary revision of priorities is the main factor in the reduction of the CRM market in the Russian Federation, says Vladimir Vigura.

According to him, after solving hotter tasks to support the operability of critical solutions, primarily ERP systems, customers will switch to replacing CRM systems. Then we can expect a resumption of market growth by 18-20%.

GMCS expects a slight increase in revenue from current customer projects. According to Aurika Savchuk, even before the new year, the implementation of the project will begin on the Russian low-code platform GreenData, which has a CRM module.

Due to the general difficult economic situation, breakthrough results in 2022 should not be expected, − says Roman Gnatko.

At the same time, even in conditions of uncertainty, there is a request for digitalization of companies of various industry affiliations, including the replacement of outdated CRM systems. According to him, throughout 2022, current clients often resorted to the services of NORBIT with a request to develop the solutions established by them. Also, many requests were received for the implementation of CRM systems "from scratch." And this, in addition to projects to replace solutions of Western vendors.

In short, the number of directions in which Russian suppliers and integrators in the CRM market are working today suggests that even with a reduction in the market volume, according to the results of the outgoing year, they will be "in the black."

2021

Development of the Russian CRM market in 2021

In 2021, the dynamic development of the Russian CRM market continued. The main factor influencing the market, like a year ago, was the pandemic. Experts note a large number of requests related to contactless service and the organization of remote sales. In addition, growth and development is observed in other areas. On the one hand, the market is expanding its supply in the segment of light solutions, primarily intended for SMB companies, on the other hand, the complexity and number of CRM projects in large businesses is growing.

The pandemic has acted as a key driver for the development of the CRM systems market. Due to the active use of digital channels, competition for Share of Voice has also increased. Today, customers receive a huge number of offers: without effective automation tools, it becomes increasingly difficult to remain noticed and heard. This also changes the approach to using CRM systems, which now solve not only operational problems, but also work in conjunction with CDP (Customer Data Platform) and AI, "says Sofya Totmakova, head of Customer Excellence at Navicon.

Denis Seleznev, CEO of First Form, adds that an important development factor for companies is the systematization and analysis of customer data, so even small businesses abandon excel and switch to specialized CRM systems.

Odyssey Consulting Group (formerly Columbus East) believes that CRM is moving to a new concept - collecting absolutely all data about the client. At the same time, as noted in the company, today there are no ready-made solutions for implementing customer interaction scenarios - you need to assemble a "designer" from different systems.

According to Roman Gnatko, director of business development at Norbit (part of the Lanit group), in 2021 there is a continuation of the growth in the number and complexity of CRM projects in large business. At the same time, the number of projects based on low-code technologies, which suppliers of CRM systems also close, is increasing. Thus, in big business there is an increase on all fronts.

As for medium-sized businesses, its growth has slowed. This segment turned out to be more sensitive to the current new reality, and a number of companies postponed projects, some launch minimal functionality and see what happens next. But there are those who consider automation to be one of the factors in increasing market share and are not afraid of investing in new IT initiatives, the Norbit expert clarifies.

Ecosystem companies have a particular interest in CRM. This opinion was expressed by Vladimir Nosikov, head of Marketing Management practice at GlowByte. According to him, a wide range of partner offers closes more needs in the client's life, and more information about the client's interests allows predicting relevant products in the moment, thereby increasing conversion.

Market features

In general, you can positively assess the development of the Russian CRM market: there are more projects. Those companies that have not yet had their customer relationships automated are launching CRM projects. Other market players began to think about the evolution of already used systems, taking into account new trends.

The company 1C-Rarus notes that robotization, end-to-end analytics, and others are becoming more omnicanality and more popular and necessary tools of CRM systems for modern activities.

Denis Seleznev, CEO of First Form, recalls the advantages of a low-code approach, since constantly changing market conditions, a revision of management strategies, the emergence of new players require refinement and development of previously implemented CRM systems.

Automation based on modern low-code platforms can help quickly rebuild processes in accordance with the tasks that companies need to solve at this stage, he explains.

Elma notes the emergence on the market of an increasing number of basic and industry CRM systems.

In addition to vendors purposefully supplying customer management software, companies that previously specialized in other tasks, for example, the provision of telephony services, provide the CRM module as an addition to the existing functionality, or as a separate product. Industry CRMs are also emerging. The main development of the product is focused on the provision of ready-to-use functionality, pre-configured directories and interfaces that meet industry specifics, Elma explains.

Customers understand that working with a client is a starting point in the work of the entire company. It is pointless to build further processes if the process of working with a client gives a low conversion due to chaos in sales. The motivator of the implementation of CRM is now highly competitive market conditions. The client becomes more demanding on the speed of reaction to its appeal, the channels of interaction change. If earlier clients called, wrote to the mail, now the client prefers communication through the usual ways of communication: instant messengers and social networks.

As a result, Social CRM becomes in demand, which provide the opportunity to communicate with the client through any convenient communication channel. Integrated with social networks and instant messengers, CRM meets the principle of omnichannel and allows you to give a quick response to a client's request, including without human participation: using voice and text bots, they say in Elma.

Despite the abundance and variety of CRM systems, the main stopper of a successful implementation is the lack of understanding that CRM should be, firstly, flexible enough to implement the best practices of a particular company and, secondly, connect the sales department with other departments of the company that are directly responsible for fulfilling the promises made to the client. If the system does not automate all areas of the business, then the efficiency of using the product does not correspond to the level of expectation, which leads to a decrease in profit and a return to work "in the old fashioned way."

Evgeny Lebedev, Director of Customer Relationship Management Systems Practice at Columbus East, identifies three key drivers:

• Social CRM: companies are looking for new sales paths, including building communication with teenagers - future audiences.
• Artificial intelligence: analysis of communications with the client, recommendation system, intelligent communication systems with clients.
• Marketing automation: complex scenarios for analyzing customer behavior to offer new services and products.

Vladimir Vigura, Product Director "T1 Consulting," recalls another important direction - import substitution, which is relevant, first of all, for the enterprise segment, and in medium and small businesses is not yet so widespread. At the same time, signals are increasingly emanating from regulators that key IT systems should be with domestic roots.

He also notes that in 2021, two key trends were clearly manifested on the market: the transition to cloud services and inhouse development.

The consequence of this is the rejection of monolithic systems such as Siebel CRM and Microsoft Dynamics. What many of our customers have come to, who are increasingly looking for a replacement for monolithic systems. The reason is simple: bulky platforms simply do not keep up with the speed of business development and change, the expert says.

Aurika Savchuk, Director of Interaction Management Solutions GMCS, on the contrary, in 2021 records a significant increase in interest in the Microsoft Dynamics 365 platform.

A number of large CRM projects have begun to translate 8-10 years ago solutions to the latest version of the platform, which have been discussed over the past 2 years, she notes.

In 2022, GMCS expects the completion of projects to transfer to a new version of the Dynamics 365 platform, launched in 2021, as well as the development of customer solutions that actively include data mining in their CRM strategy for a deeper study of customer experience. The integration of CRM and AI allows you to better understand customers - what they buy, where (offline or online), how often, etc., allowing you to identify patterns of behavior and thereby increase conversion and sales, as well as optimize the cost of holding and attracting customers.

So, for the travel company TUI Russia, we are currently preparing to start developing a solution for predictive analytics using Azure Machine Learning tools in order to optimize client offers. The data source is a CRM system based on Microsoft Dynamics 365 and the numerous systems and services integrated with it that the tour operator uses, "says Aurika Savchuk.

In addition, in 2022, the development of marketplaces, robotization and the further transfer of routine functions from a person to a robot, as well as the development of mobile technologies will continue to affect the Russian CRM market.

We will most likely be able to see a new round and new forms of communication with consumers on social networks and digital platforms. All this will require a rethink and a quick reaction of the business to new requests from the market and buyers, the GMCS expert is sure.

Vladimir Vigura from T1 Consulting, in turn, notes that we can safely assume that any large organization will definitely have at least one of the IT projects associated with CRM in 2022.

Barriers to development

Perhaps the biggest deterrent for the CRM market is the shortage of qualified specialists - developers, consultants, analysts. Also, the market needs marketers who know how to implement and effectively use these tools

Vladimir Vigura, Product Director "T1 Consulting," spoke in more detail about this problem. As an example, he cited the organization of inhouse development of a CRM system from scratch - a difficult process that requires qualified methodologists and programmers.

Both are in great deficit. If, nevertheless, it turned out to assemble a team and the development was successful, there is no guarantee that problems will be avoided at the scaling stage. Most likely, at some point this will become a narrow neck for releases, the expert notes.

All this leads to the fact that companies will think about a ready-made market CRM solution. But taking into account the indicated trends, there is no domestic vendor with such a product for the enterprise market, says Vladimir Vigura. The choice is limited between Western old, heavy and already unsupported platforms and new cloud systems that do not take into account the specifics of Russian legislation.

Therefore, when developing its own CRM platform, T1 Consulting set out to combine expanded functionality that attracts imported products, taking into account the requirements of Russian regulation, he added.

The next problem is the strong bureaucracy of companies. According to Roman Gnatko, director of business development at Norbit (part of the Lanit group), in 80% of implementations it greatly delays the launch time of the project and, accordingly, the return on investment in IT.

Restrains the development of the market and periodic uncertainty. It is psychologically difficult for people in such periods to decide on significant investments, because the level of instability is very large, which forces them to postpone projects and reduce investments.

Industry distribution of CRM projects

As of February 2022, the TAdviser database contains information on 4325 CRM projects. According to these data, most often such projects are carried out in three industries - in trade, in the field of financial services and in the field of information technology. In total, they account for 1658 projects, which is about 38% of all known TAdviser CRM implementations.

If we consider only the last 2 years (2020 and 2021), then the three leaders remain the same. However, in the first place is the IT sphere (98 projects), followed by trade (88 projects) and financial services (76 projects).

2020

Market Estimates and Major CRM System Suppliers for 2020

The pandemic period played into the hands of the CRM market. Revenues of vendors and integrators implementing projects in this area have grown markedly. According to TAdviser, at the end of 2020, the volume of the Russian CRM market as a whole increased by 30% and reached 18 billion rubles.

The total revenue of the rating participants at the end of 2020 exceeded 11 billion rubles. All companies, without exception, showed revenue growth. The leader of the rating was the integrator "T1 Consulting." At the end of 2020, its revenues from the implementation of CRM projects amounted to more than 2.4 billion rubles.

The greatest dynamics was shown by the Norbit company, which took second place. In 2020, its revenue in the CRM segment increased by 94.9% and approached the level of 1.6 billion rubles. The top five also included integrators "Digital Economy League" (+ 25%), "Jet Infosystems" (+ 86.9%) and GlowByte (+ 33.3%).

Revenue of Russian companies from CRM projects in 2019-2020

No. N/n

Company

Status

Revenue from CRM projects in 2020, RUB million, incl. VAT

incl. License sales

incl. Implementation services, support, training, integration

Revenue from CRM projects in 2019, RUB million, incl. VAT

incl. License sales

incl. Implementation services, support, training, integration

Dynamics 2020/2019,%

Dynamics forecast 2021/2020

Largest customers

1

align = "left"|T1 Consulting

|2444

N/A

N/A

N/A

N/A

N/A

N/A

N/A

2

align = "left"|Norbit|| integrator ||1573

370

1203

807

170

637

94.9

House of Russia, SberLeasing, Customs card, Segezha Group, Electrolux Rus, Etalon, Dr. Reddys, ICANO, etc.

3

align = "left"|Digital Economy League|| integrator

1350

121

1229

1080

86

994

n/a

n/a

4

align = "Jet Infosystems left"

integrator

1075.1

n/a

n/a

575.2

n/a

n/a

n/a

n/a

n/a

5

align = "left"|GlowByte|| integrator

1074,1

n/a

n/a

805,7

n/a

n/a

[[Alfa Bank

38,7

Sberbank]], Alfa Bank, x5, Otkritie Bank, VTB

6

align = "1C-Rarus left"

vendor, integrator ||994

n/a

n/a

811.9

n/a

n/a

22.4 Russian helicopters

n/a

, Metro, A101, Atomenergomash, RusClimat

7

align = "AmoCRM left"|*

| 859.4

n/a

n/a

766.3

n/a

n/a

12.1

n/a

8

align = "left"|Navicon

|364,1

n/a

n/a

272

n/a

n/a

33,9

n/a

n/a

9

align = "ELMA left"|

|310

n/a

n/a

n/a

n/a

n/a

19.2

Krastsvetmet, RETN, Tavrida Electric, Anchor, Obnincorgsintez

10-11

align = "left" [[Corus Consulting

Corus Consulting]]

integrator

n/a

n/a

n/a

n/a

n/a

n/a

29.5

n/a

n/a

10-11

align = "left"|Nobilis Tim

Integrator

290

2

288

152

151

90.8

Tinkoff Credit Systems, Lenta, Alfa Bank, Aeroflot, MTS Bank, Sberbank, RN Bank, Mig Credit

12

align = "GMCS left"

integrator ||245

n/a

n/a

221

n/a

n/a

10.9

Russia Tele2 Leroy Merlin,, TUI Russia, Yota, NETBYNET (Wifire brand)

13

align = "left"|Novardis

integrator

241

n/a

n/a

223.2

n/a

n/a

n/a

n/a|n/a

14

align = "First Form left"

vendor, integrator ||163

37

126

131

35

96 Gazprom

24.4

n/a

StroyTEK Salavat, Institute Hydroproject, Insurance TwinsGarden, Uralsib

15

align = "left"|MONOLIT-INFO|| vendor

132

12

120

110

20

90

20

6.1

Baltika Brewery, Megapolis Group of Companies

Sum

11404.6

* - the revenue is indicated according to the data submitted by the legal entity to Rosstat (excluding VAT)

TAdviser 2022

2019-2020

Market Features and New Customer Needs

Demand for CRM systems in Russia continues to grow. Moreover, such solutions are of interest to any companies - from small businesses to large holdings. The market potential is large, which is confirmed by various studies.

For example, a survey of about 1.6 thousand companies conducted by the Institute for Entrepreneurship Problems (IPP) and J'son & Partners Consulting showed that more than half of organizations have not yet even heard about customer relations systems. J&P notes that the level of CRM penetration in Russia at the end of 2019 is about 17%, while in Europe this figure reaches 35-40%, and in the United States - more than 90%.

The demand for CRM systems is increasing every year, and in the coming years these solutions will be present in the vast majority of companies along with working e-mail, predicts Yuri Vostrikov, commercial director of NORBIT.

We live in the era of the client, and therefore competition becomes the main driver for the development of tools to fight for this client. Today, companies of various scales and spheres of activity are interested in CRM systems: production, the public sector, energy sales and housing and communal services, real estate, various services to the population, finance and retail. Companies want to see their end customer and now strive to manage customer relationships directly, he notes.

Now vendors are actively offering cloud solutions, but large businesses in Russia see this as a big risk, especially in the financial and telecom sectors, says Maxim Solovyov, managing partner of Masterdata.

He notes that many companies that implemented CRM 5-10 years ago faced a serious dilemma - to support old IT solutions that do not meet modern business needs or switch to clouds.

In the west, customers prefer cloud solutions to a greater extent, because now the priority is the speed of implementation, timely update, flexibility. The situation with the pandemic will affect many aspects, so in the next couple of years, many companies will revise their attitude towards cloud solutions, - believes Maxim Solovyov.

Indeed, the pandemic in 2020 affected the work of most companies - current priorities and plans for the future have changed. Experts call it the main driver for many markets, including the CRM systems market.

The number one driver, of course, is the pandemic - companies were forced to either go online or improve their online processes at a "space" speed, "says Aurika Savchuk, director of the interaction management solutions department at GMCS.

In 2020, the pandemic radically changed the CRM market. In times of crisis, customers become particularly demanding of customer service. In order not to lose a client who involuntarily ended up at home, companies began to implement CRM. Even those companies for which CRM already worked began to refine their systems with an emphasis on e-commerce and remote sales.

CRM has gone beyond the classic sales-marketing-service formula, says Yuri Vostrikov. Now, he said, solutions include integrations with "personal accounts" and mobile applications, delivery tracking systems and logistics services, ML models for sales forecasting, outflow management, cross and up-sell. In general, many CRM implementation projects began to represent automation of end-to-end processes from procurement to sales.

Customers are no longer interested in large projects that last several years, an expert at NORBIT believes. For small and medium-sized businesses, it is possible to quickly launch "cloud" CRM systems, and customers from large businesses prefer flexible and fast configuration of the system for new business needs. At the same time, rapid integration with other corporate IT systems became an important point: BI, scoring systems, EDMS, ERP, etc. Integration with sites, SMS gateways, e-mail is also in demand.

Today, CRM covers the entire customer lifecycle - from first contact with a prospect to post-warranty service. CRM automates sales, service and customer support, as well as internal processes that do not directly affect customers, but affect the speed and quality of their service, says Yuri Vostrikov.

Olga Gurskaya, Director of the CRM Department of Korus Consulting Group, notes that customers are less and less ready to wait for a long and final implementation of CRM. Now it is necessary to show a quick result and deploy the functionality of the system in one and a half to two months, albeit in a limited form.

It is expected from the systems that the first business results can be obtained in the first months of implementation, which will reduce the payback period of the project, - confirms Vladimir Nosikov, co-head of aCRM practice at GlowByte Consulting. - This means that the solution should be easily integrated into almost any IT landscape of the customer and provide good scalability during further operation.

Since one of the key requirements for CRM among customers is the speed of reaction to changes, executors use different approaches to satisfy such requests. Masterdata Managing Partner Maxim Solovyov says that his company uses agile methods in development and implementation in order to present the MVP (minimum viable product) to the client in a short time. Further, the decision is developed by rhythmic stages with constant adjustment for external circumstances.

This approach helps reduce time to market, development costs and meet all user needs, Solovyov notes.

Navicon One of the key requirements of recent customers is the need for a comprehensive operating CRM system. The company explains that this solution allows you to form the so-called "Portrait of a 360 ° client," which gives answers to many questions:

In particular, how does my company communicate with the client, through which channels it directs marketing materials to him, what does he read, what does he unsubscribe from? Next: what do we sell to him and in what volumes, how is the sales process going? With what needs does he come to us again, does he bring colleagues or other companies with him? And finally, does he have complaints and remarks?

In other words, the CRM system collects such a portrait of a client, thanks to which the company has no questions about who he is, what he is interested in and how to communicate with him, explains Daria Kagarlitskaya, architect of CRM solutions at Navicon.

However, simply collecting data into a single profile is no longer enough. We know what the customer wants today, but what will they need tomorrow? The ability to be proactive and be one step ahead is the next CRM requirement we've seen lately, "she adds.

Read about current trends in the Russian CRM systems market here.

Largest CRM suppliers in Russia

The rating of suppliers Russia of CRM systems in 2019 was headed by the company "" with 1C-Rarus revenue of 811.9 million rubles. The top three with a very small lag also included the companies "" and Norbitol. GlowByte Consulting Moreover, Lanit showed the maximum growth in revenue from CRM projects among all companies that entered the rating.

More details are provided in the table below.

Revenue of Russian companies from CRM projects in 2018-2019

№	Company	Company status	Revenue from CRM projects in 2019, RUB million	incl. License sales	including from implementation services. and support.	Revenue from CRM projects in 2018, million rubles.	incl. License sales	including from implementation services. and support.	Dynamics 2019/2018	Key CRM Customers
1	1S-Rarus	integrator	811.9	n/a	n/a	761.4	n/a	n/a	Metro, A101, Atomenergomash, RusClimat, Sberbank Factoring
2	Norbit (part of Lanit Group)	integrator	807.0	170.0	637.0	574.0	145.0	429.0	40.6	British American Tobacco Russia, Sberbank Leasing, Segezha Group, Niarmedic, SK Soglasie, OMK, Electrolux Rus, Investgeoservice, Etalon
3	GlowByte Consulting	Integrator	805.7	N/A	N/A	N/A	N/A	23.6
4	AmoCRM	Vendor	766.3	N/A	N/A	N/A	N/A	25.6
5	Jet Infosystems	Integrator	575.2	N/A	N/A	805.6	N/A	N/A	-28.6
6	Navicon	Integrator	272.0	44.0	228.0	278.8	51.5	227.3	Nizhfarm, Microsoft RUS, RUSKAN Distribution, Vozrozhdenie Bank, Moscow Industrial Bank, VALEANT
7	Korus Consulting	integrator	224.0	n/a	n/a	202.0	n/a	n/a	[[VTB Bank	Abamet]], VTB Leasing, TRASCO, SKL Group
8	Novardis Consulting	Integrator	223.2	ND	ND	ND	ND	17.1
9	GMCS	integrator	221.0	n/a	n/a	191.0	n/a	n/a	15.7	Leroy Merlin Vostok, Tele2, Yota, NetByNet, Skolkovo Foundation, etc.
10	RosBusinessSoft	Vendor	140.0	140.0	-	n/a	n/a	n/a	OZON.RU, KARCHER, IMMERGAS, WEILANDT, ESPA
11	MONOLIT-INFO	Vendor	110.0	20.0	90.0	95.0	15.0	80.0	15.8	Baltika Brewery, Megapolis Group of Companies, Kellogg Rus LLC
12	First Form	Vendor and Integrator	33.7	10.8	22.9	31.0	3.5	27.5	VSK, Skolkovo Foundation, Yegoryevsk-Footwear, Institute Hydroproject
	Total		4990			4391.6			13.6

	TAdviser 2020
' '

2016-2017

Market Assessment - TAdviser Data

At the end of 2016, TAdviser estimates the volume of the domestic CRM market at 10.4 billion rubles. The market grew by about 5%, while the dynamics decreased. In 2015, the Russian CRM market increased by 10%.

At the end of 2017, TAdviser predicts growth at the level of 8-10%.

The Russian CRM market can be roughly divided into 2 parts - this is the segment of large customers, among which heavy foreign solutions are in demand, and the SMB segment, where domestic products are a priority.

Large companies that choose the system as a platform for business development have not yet found alternatives to foreign solutions. The vendor's investments in product development, technological superiority, a wide partner network - what distinguishes "mature" CRM solutions.

However, traditional players are pressured by newcomers, which forces vendors to make changes to their usual models. For example, over the past few years, many new Russian CRM solutions have appeared, focused on the medium and small market. Competition in this segment has intensified. Moreover, Russian developers, following trends, rely on cloud solutions, and also offer users a mobile application, analytical capabilities and integration with social media, "said TAdviser Aurika Savchuk, Director of the Department of Multifunctional Client Solutions and Services GMCS.

Ivan Erokhin, Development Director of the Jet Infosystems Business Systems Implementation Center, also says that more and more Russian players of CRM solutions appear on the market. According to him, domestic solutions are mainly focused on small and medium-sized businesses, which is due to the current situation of growth in the manufacturability of enterprises in this segment. At the same time, he notices more and more offers for functional systems for automation of sales and marketing.

This is a good sign, since it shows the degree of penetration of automation into the processes of small and medium-sized businesses, "a representative of Jet Infosystems told TAdviser.

If we talk about the dynamics of the market, then its participants in general note the movement with the "+" sign. Someone fixes moderate, someone - significant growth.

Denis Storozhenko, CEO of Columbus Russia & CIS, characterizes the state of the Russian market as a restrained thaw.

In comparison with the stage of financial unrest of past years, today we can already talk about a moderate but confident growth of the domestic CRM market, he added.

Alexey Chaplygin, head of CRM/BPM systems at 1C-Rarus, also talks about growth, noting that the dynamics of the Russian CRM market is slightly higher than the state of the economy as a whole.

The market size will be higher relative to 2016. Moreover, growth will be higher than the Russian economy as a whole. But this will not be double-digit growth, - said Alexey Chaplygin.

Nikolai Savelyev, Director of Business Development, CRM Department of Norbit (Lanit Group of Companies), believes that over the past 5 years the CRM solutions market has grown significantly. According to him, there are many local vendors who develop decent solutions for different areas of business.

Vendors conduct marketing campaigns, thereby "heating up" the market at all its levels (small-medium-large). In turn, such demand contributes to both the development of current players in the IT consulting market in the field of CRM, and provokes the emergence of new teams, "Norbit expert told TAdviser.

Sofya Totmakova, head of the CRM department at Navicon, believes that the demand for CRM is one of the most stable in the Russian IT market, which is largely explained by the growing popularity of state initiatives in the field of digitalization of the economy.

Companies first of all want to digitize those business processes, the result of automation of which will be noticeable in the near future: increasing the efficiency of marketing interaction with customers positively affects the growth of their loyalty and the increase in the customer base, and in the longer term planning horizon - and sales growth. The CRM system gives companies the opportunity to look at customers in a new way, "from a different angle," deeply explore their needs and interests and make an offer that cannot be abandoned. Therefore, the need to automate consumer relationships will grow for several more years, "Navicon, head of CRM, told TAdviser.

It estimates the volume of the domestic CRM market at approximately 12.6 billion rubles with an annual increase in 2013-2016 at the level of 10-12%.

According to analysts of our company, in 2017 the market dynamics will increase due to the stabilization of the economic situation, the emergence of new classes of CRM solutions on the market and the growing interest in CRM mobile tools, so we can predict market growth of 12-15%, - said Sofya Totmakova.

Maria Bar-Biryukova, Deputy General Director of Korus Consulting Group, expects sustainable market growth by an average of 20-30%. In her opinion, the business needs for CRM systems are strong, therefore, without these solutions, many industries, including retail, distribution, transport logistics, the financial sector and others, will not be able to fully develop their business.

According to Alexei Klochkov, director of Terrasoft (Region Russia), today the market, technology, customer needs are changing at a staggering speed. And what worked yesterday is becoming ineffective today. To increase the speed of response to changes in the external environment, companies are forced to transform, use new tools and approaches to doing business. Of course, this affects the development of corporate software, including CRM. Outdated tools are replaced by modern technologies that can give businesses the speed and flexibility they need.

Firstly, we have seen an increased interest of our customers in several bpm'online products in the bundle. The reason is that the boundaries between marketing, sales and service processes have become so blurred that, in principle, they cannot exist separately. As a result, companies can achieve the maximum effect of CRM implementation using unified approaches in working with customers and a single technology platform. Secondly, if earlier the business was ready to wait for the start of work in the system, now everyone wants to start working in CRM as soon as possible, use the ready-made functionality and immediately receive results. Therefore, boxed solutions with ready-made sets of processes, with ready-made extensions and integrations are now in demand. In addition, you need the ability to quickly and flexibly configure the product, as well as, given how dynamically the market is changing, the ability to change it on the fly and scale it in the future, "explained the Terrasoft expert.

Indicators of market participants

At the end of 2016, AT Consulting became the leader of the Top 10 Russian CRM market. During the reporting period, its revenue from projects in the field of CRM systems increased by 3.5% and reached 1.7 billion rubles.

The top three also included Technoserv Consulting and 1C-Rarus. The revenue of the first amounted to 1.4 billion rubles, the second - about 800 million rubles.

Revenue of participants in the Russian CRM market in 2015-2016

№	Company	Revenue from CRM projects in 2016, RUB million	including from license sales, million rubles.	including from implementation services. and support., million rubles.	Revenue from CRM projects in 2015, RUB million	including from license sales, million rubles.	including from implementation services. and support., million rubles.	Dynamics 2016/2015,%
[[AT Consulting (A.T. Consulting Group)	AT Consulting	1740,2	9,2	1731	1682,1	92,2	1589,9	3,5]]
2	Technoserv Consulting|| 1416.2|| 456	960.2	|317 ||944.6	12.3
3	1S-Rarus *|| 793	| 594.8	|194.5 ||583.6	1.9
4	Jet Infosystems	551	| N/A ||707.5 ||N/A	|-22.1
5	Norbit|| 378|| 126 ||252 ||298	| 210	26.8
6	Novardis Consulting * * ||200 ||ND ||ND	ND | | ND	ND	25
[[Navicon (Navicon)	Navicon	183,2	35	148,2	134,1	27,6	106,5	36,6]]
8	Corus Consulting|| 148|| N/A | | N/A ||138 | N/A	N/A	7.2
9	GMCS	120.9	| N/A | | 107.6 ||N/A	N/A	12.3
10	MONOLIT-INFO|| 98.6|| 32.4 | | 66.2 | | 83.7 ||24.8 ||58.9	17.8
	Sum	5629			5350.7			5.2

* - as assessed by TAdviser	TAdviser 2017
* * - 2015 data adjusted after review publication "

The largest increase in revenues from CRM projects was shown by Navicon (+ 36.6%). A drop in revenue was recorded in one company - Jet Infosystems (-22.1%).

If you look at the statistics of implementations, you can see that most of the projects are implemented by two companies - 1C-Rarus and Terrasoft. 1C-Rarus, together with partners, launched 881 CRM projects in 2016, Terrasoft - to 193. At the same time, the leader of the Top 10 Russian CRM market by revenue is AT Consulting, which launched 60 projects during 2016.

Company statistics on implemented CRM projects and licenses

Company	Number of public projects in TAdviser * database	Number of licenses or AWS, implementations. in 2016	Number of licenses or AWS, implementations. in 2015	Number of projects, start. in 2016	Number of projects, start. in 2015	Number of projects, finished. in 2016	Number of projects, finished. in 2015
Terrasoft	509	| n/a	|118 | n/a	n/a
1С-Рарус||275	10441	10402	881	954	820	893
Норбит||59	2000	1500	25	17	19	14
Navicon	49	7215	2000	7	6	10	8
Корус Консалтинг	42	| n/a | | n/a ||n/a	n/a
Техносерв Консалтинг	27	| n/a | | n/a ||n/a	n/a
AT Consulting	20	н/д	н/д	60	47	15	48
Инфосистемы Джет	7	| n/a | | n/a ||n/a	n/a
GMCS	5	| n/a | | n/a ||n/a	n/a
Монолит-Инфо	| n/a|| n/a ||2	2	2	2
Novardis Consulting	N/A|| N/A | | N/A ||N/A ||N/A |

* - ttop Number of projects in TAdviser database as of October 2017

TAdviser 2017

What is holding back the development of the Russian CRM market?

Participants in the domestic CRM market look differently at the obstacles and restrictions that can restrain its development. Some of the respondents surveyed by TAdviser do not see any obstacles. Part - called market restraints the general regulation of the IT industry and the poor understanding by company leaders of the benefits of CRM systems and the benefits that they can receive from their implementation.

Aurika Savchuk, Director of the Maykor-GMCS multifunctional client solutions and services department, believes that there are no serious obstacles for the development of the Russian CRM market. On the contrary, demand gives rise to supply, and the share of domestic CRM solutions will only increase, she said.

Niche systems also have a chance to take their place in the market. Today, businesses need more than an automated contact list. New consumption and interaction models (social networks, instant messengers) change customer service processes. CRM should provide high availability of services and a single service delivery space. Not all companies are organizationally ready for this, because the efficiency of using the CRM system largely depends on the culture of sales, the degree of interaction between various departments of the company. Employees should work with the CRM system, not around it. Moreover, working with the CRM system should be simple and understandable, the reports received should shorten the decision-making period, and not require additional time to decrypt them, - explains the representative of Maykor-GMCS.

Ivan Erokhin, Development Director of the Center for the Implementation of Business Systems of Jet Infosystems, speaking about domestic solutions, notes that "we are significantly behind the level of functionality of such systems."

CRM systems of Russian developers today cannot compete with scalable systems that can act as a platform for the development of many business units. These are still disparate narrowly focused solutions - sales, marketing, contact center, - he adds.

According to Maria Bar-Biryukova, Deputy General Director of the Korus Consulting Group of Companies, the topic of import substitution has become very relevant over the past few years, but has provided Russian developers with ample opportunities for the development of domestic products.

Some of them can really already seriously compete with well-known foreign solutions. For example, the 1C: Bitrix company has developed a decent CRM system that is developing within the framework of the most current global trends, says Bar-Biryukova.

At the same time, in her opinion, changes in the legislation of the Russian Federation regarding personal data and their storage imposed certain restrictions on the use of foreign cloud solutions

At the same time, we see a high demand for such products and find comfortable solutions for them, for example, the use of identical products in the hosting model in compliance with all the laws of the Russian Federation, says the expert "Korus Consulting."

Alexander Niznik, CEO of Novardis, says market development does not deter or accelerate anything other than each company's understanding of its business needs.

The deeper understanding a company has, the more advanced systems it uses to fulfill its business needs. With ever-increasing competition, companies are increasingly coming to the conclusion that customer knowledge is critical. And for this you need a powerful CRM system, "he says.

Sofya Totmakova, head of the CRM department at Navicon, calls the excessive regulation of the IT industry and tightening of standards in the field of working with client data as restraining factors for the development of the CRM market in Russia.

It is also worth noting that in Russia the speed of development of cloud CRM solutions is still lower than in the global market. The problem may subside in the next 2-3 years: for example, already now a number of suppliers have developed flexible price offers and adapted the licensing scheme for their solutions towards renting cloud services, she adds.

Denis Storozhenko, CEO of Columbus Russia & CIS, considers the consequences of the crisis of past years as a deterrent.

Not all budgets are finally "thawed" - not all companies are ready to accept that business development is impossible without the latest technologies. Some organizations are still "afraid" to invest in innovations and apply new approaches to implementations in their practice, - said the representative of Columbus.

Alexey Chaplygin, head of CRM/BPM systems at 1C-Rarus, says that earlier the market was restrained due to a low understanding by managers that the CRM system can increase the efficiency of their businesses.

Today I believe that managers have more understanding, but nevertheless this is still the main deterrent to the widespread use of CRM systems in Russian organizations, "the expert says.

Nikolai Savelyev, Business Development Director of the CRM Department of Norbit (Lanit Group of Companies), adds that CRM solutions do not bring money immediately, they allow you to change business processes and build work more efficiently, i.e. the effect will be noticeable in 1-2 years. The Russian market as a whole does not allow forecasting even in such small horizons (or there are too many ifs in them). In his opinion, this repels many customers - they do not see the need for it, or they cost "improvised" funds.

2014

Market Assessment - TAdviser Data

According to the TAdviser Report, in 2014 the Russian CRM market (licenses, support and implementation services) grew by 10% and reached 9 billion rubles. Growth could have been greater, however, the market dynamics were influenced by the difficult economic situation at the end of 2014, as well as the growth of exchange rates, due to which licenses for foreign solutions became more expensive for domestic customers. Another factor in reducing dynamics is a reduction in the number of large projects.

"2014 was a very volatile year with regard to market development. If in the first half of the year everyone calmly managed the budget with a long-term perspective, then in the last few months many have thought about surviving today, and not about how to effectively build business processes for tomorrow, "the company says. Freshoffice

FTS also notes a difficult market situation in the second half of the year.

"In the second half of 2014, market growth slowed as many customer companies and integrators adapted to the new economic situation. We assume that at the end of the year, market growth did not exceed 10%, "the company

says.

A similar position is held in 1C-Rarus. Alexey Kudinov, Director of CRM Solutions at 1C-Rarus, notes that the CRM market in Russia in the corporate sector has maintained its growth rate at the level of 2013, largely due to the economic crisis that began in the fall.

"Growth could be at 15%, but it turned out to grow around 10% for the year."

Mark Samoilovich, Head of Sage ERP X3 Practice, Energy Consulting Group, assesses the dynamics of the CRM market as positive:

"She is shown double digit growth, or double-digit percent growth." "Despite all the negative factors, these systems continue to be popular due to their relatively low cost of ownership in relation to retaining the loyalty of old customers and attracting new ones," says a representative of Energy Consulting

.

According to Olga Rubtsova, Deputy General Director of Technoserv Consulting, the CRM market has seriously increased in recent years.

"According to my estimates, in 2014 it amounted to about $200 million. At the same time, small projects for enterprises of the SMB sector made a great contribution to market growth. Indirect evidence of market growth is the fact that there are many small niche IT companies specializing in CRM implementation, "Rubtsova notes

.

Integrator Performance

At the end of 2014, most system integrators who provided TAdviser data showed positive revenue dynamics, on average + 26% for 12 companies. The leader in revenues from CRM projects was Technoserv Consulting (1.666 billion rubles). Also in the top five were AT Consulting, 1C-Rarus, Norbit and Jet Infosystems.

Revenue of system integrators in the CRM market in Russia, 2013-2014

№	Company	Revenue for 2014, thousand rubles	Revenue for 2013, thousand rubles	Revenue dynamics 2013-2014,%
1	Technoserv Consulting	1 666 015	1 353 494	23,1
2	AT Consulting	1 234 660	944 204	30,8
3	1C-Rarus	717 600	552 000	30,0
4	Norbit (Lanit HA)	270 000	157 000	72,0
5	Jet Infosystems	269 354	n/a	n/a
6	KORUS Consulting	109 000	101 000	7,9
7	GMCS	91 000	127 000	-28,3
8	MONOLIT-INFO	62 400	44 500	40,2
9	FTS (FCS Maconomie)	42 000	38 000	10,5
10	ASoft	35 000	27 000	29,6
11	KliK systems	34 197	21 642	58,0
12	Mango Telecom	12 100	3 400	255,9
	In total	4 543 326	3 369 240

TAdviser, 2015

The maximum growth in income year-on-year in percentage terms was recorded at Mango Telecom (+ 255.9%).

Forecast for 2015

Market growth slowed slightly in 2015, according to the TAdviser Report. However, at the end of the year, the Russian CRM market will remain in positive territory - positive dynamics should be expected at the level of 5%.

Market participants' opinions on forecasting the results of 2015 differed. Some integrators believe that despite the difficult economic situation, the market continues to grow, because CRM solutions are tools for making money.

Thus, Alexey Makeev, partner of AT Consulting, director of Siebel CRM practice, believes that there will be no drop in demand for CRM solutions, but on the contrary, the aggravation of competition may lead to an additional acceleration of market growth.

"The market situation will be very difficult, everyone will try to save money. But CRM technologies are a money-making tool that allows you to improve customer experience. It is impossible to compete successfully in the modern market without having this tool, "he notes

.

Georgy Ivanov, head of the First BIT Paveletskaya project office, believes that the CRM market should grow by the end of the year, but not significantly.

"Companies have just begun to make decisions about rebuilding the business and introducing new sales methods. The crisis has forced many companies to change and change their approach to sales and business in general. And the introduction of CRM is perhaps the main element in the introduction of system sales, which have been a trend in recent years among commercial companies, "said a representative of First BIT.

"I want to note an interesting fact - as a result of the crisis, the market for automation of financial systems has grown significantly, companies have begun to plan costs more carefully, monitor turnover and increase financial discipline. The 2014-15 crisis forces companies to work more and more carefully in the field of optimizing sales and building sales structures and automation of CRM, "added Georgy Ivanov

.

According to Mark Samoilovich, head of practice at Sage ERP X3, an Energy Consulting group of companies, in 2015 we can expect the CRM market to grow by at least 10-15%.

"So, despite the difficult economic situation and cost reduction, enterprises need efficiency growth in order to survive in crisis conditions, maintain the loyalty of current customers and attract new customers, as well as increase market share at the expense of those who could not quickly adapt to new conditions. Perhaps this growth in ruble terms will still be largely supported by the growth of the exchange rate, since over the past year the ruble has fallen quite sharply against the euro and the dollar, to which the software is most often tied . In any case, I assess the dynamics for 2015 as positive, and I believe that this market has good prospects this year, "says Samoilovich.

Mango Telecom believes that by the end of 2015, market growth will remain at the level of 10%.

"The corporate sector has begun to optimize IT spending, so growth will slow in this segment. But the cloud segment is growing at a faster pace, "the company notes

.

Some survey participants predict market stability. For example, Svetlana Gudkova, Development Director of the CRM Department, GMCS, notes that in a difficult 2015, if not growth, then at least stability in the CRM systems implementation market.

"Today, the business has again turned to CRM in order to retain customers and maintain loyalty. This is a great opportunity for suppliers who are trying to make profitable offers for business to implement their CRM products. Russian business is well aware that there will be no such economic growth that has been observed over the past 4 years. On the one hand, it makes you think about optimizing costs, on the other, about ensuring sufficient sales to keep the business afloat, both by restoring order in internal processes and automation, and by improving the quality and retention of the client not only at the price, "says Gudkova

.

Some respondents believe that by the end of the year the Russian CRM market will go into negative territory. Thus, Olga Rubtsova, Deputy General Director of Technoserv Consulting, believes that in 2015 market growth will slow down and, moreover, will be negative.

"The

situation in which the market will decrease by half is quite realistic. Last year, there were frequent cases when tenders were announced, the results were summed up, and projects did not begin. This year began with an almost complete absence of announced contests, "she notes

.

Mikhail Kadykov, CEO of Monitor CRM, also talks about the decline at the beginning of the year, which was caused by the financial and currency crisis. At the same time, according to him, the rise by the end of the year is not yet visible, although it is possible.

According to Maria Bar-Biryukova, head of the CRM department of KORUS Consulting Group, the strongest players will remain on the CRM market, since only real professionals who have not only product, but also serious industry experience will be able to work in conditions of limited budgets, tight implementation deadlines and effective results.

"Already, integrators who do not implement only CRM as a separate product have a serious advantage, but can provide the client with comprehensive consulting without focusing on one platform, solving primarily the client's business problems. And integrators who, having learned to work with domestic systems, will create solutions on their platforms that are not inferior to foreign counterparts, will definitely be successful, "concludes Bar-Biryukova

.

A similar point of view is held in the CROC company.

"According to the

results of 2015, there will be no special growth - according to our surveys of CRM partners, most of the players are in a conservative survival strategy. Except for those who have a serious competitive advantage. It will be difficult to significantly restrain the growth of the market by attracting funding for projects - customers, especially now, seek to pay for projects upon completion of work, and it is very difficult for the contractor to attract additional funding. For many small IT companies, this can be disastrous, "the company notes

.

2012-2013

Market participants note that the Russian CRM market has not crossed the $100 million mark. For example, in 2012 this definitely did not happen, said Olga Rubtsova, deputy general director of Technoserv Consulting.

This data is comparable to IDC data: the company estimates the Russian CRM market in Russia for 2012 at $90 million^[2]. According to IDC Russia, the growth of the CRM systems market 2011-2012 amounted to 17%. At the same time, in 2011, IDC estimated the Russian CRM market at $170 million, but then this figure also included implementation services.

IDC Russian CRM Market Report 2012 (full version)

There are estimates that are much larger. Alexey Kudinov, director of CRM solutions at 1C-Rarus, believes that about 2000-2200 CRM systems are being introduced in Russia per year. "In money, the cost of licenses sold per year is about $100-120 million, approximately the same amount falls on implementation services. Moreover, there are separate implementations in the backbone companies, which make up tens of percent of the market volume, "he said.

TAdviser does not record negative dynamics, although the forecasts from September 2012 regarding growth by 25% and higher turned out to be somewhat more optimistic than reality. The decline in growth rates is not due to market stagnation, but to a decrease in the number of large implementations by thousands of jobs, especially in the banking industry, where most of these projects have already come to an end. On the contrary, the number of projects is growing in medium and small businesses, to trade in telecom, in transport other industries, which indicates, rather, a change in the vector in the market, and its maturation.

Since the release of the last TAdviser study in February 2012, 545 projects have been added to the center's database, in total, the database contains almost 1.7 thousand (1688 projects) in the entire history of observation, of which 286 were completed in 2012, and in 2013 - 239 projects.

The TAdviser center database includes no more than 20% of CRM sold on the market, however, it allows you to assess the positions of the most dynamic and open to the provision of data from integrators and vendors. A significant difficulty is the assessment of market share of such large Western vendors as Oracle and SAP, in which CRM systems are usually implemented as part of ERP implementation projects, the same applies to the solutions of large domestic ERP vendors, for example, Galactica or Compass.

Large Western CRM platforms may be inferior to other solutions in the number of projects, but have a significant impact on the market. For example, Oracle Siebel CRM, whose ongoing implementations in Sberbank of the Russian Federation and VTB24 already number more than 20 thousand users in each individual case. According to IDC, Oracle leads the Russian CRM systems market in terms of revenue (TAdviser, on the contrary, estimates the systems by frequency of implementation).

* Charts show the proportion of systems, the chart shows the number of implementation projects implemented. Projects based on 1C solutions with more than 10 automated workplaces were introduced into the database.
Updated as of May 2014 based on Tadviser database and information provided by Terrasoft

According to the TAdviser database, in 2012 and 2013, the largest number of implementations in the field of CRM were in solutions of companies, Terrasoft including the SaaS system, as well Bpm’online as () Microsoft Microsoft Dynamics CRM and ( 1C including franchisee solutions made on the 1C platform). Also, a large number of projects accounted for the implementation of systems from Asoft and. Bmicro

The CRM market should be divided into 2 segments, says Pavel Mamaev, head of CRM projects at First BIT: SaaS solutions and solutions from other major vendors. The first segment is large, in terms of the total number of customers, but it is quite small in monetary terms. The needs of about 80% of small businesses are met here. The second segment includes solutions of large 1C, SAP, Oracle and others. However, today small businesses show almost no interest in Western solutions due to their high price, and interest in them from medium-sized businesses should be described as restrained.

* Charts show the number of projects implemented by integrators. Projects based on 1C solutions with more than 10 automated workplaces were introduced into the database.

Among the integrators, the largest number of CRM implementations, according to the TAdviser database, were performed by Terrasoft, 1C-Rarus, First BIT, Manzana Group, Asoft and others.

Revenues of some system integrators in the CRM market in Russia, 2012-2013, thousand rubles

№	Company	Project Revenue 2012	2013 project revenues (forecast)	Revenue growth 2012-2013,%
1	Technoserv Consulting	1 236 900	1 726 100	39,5
2	1C-Rarus *	485 000	552 000	13,8
3	Norbitol	101 200	158 500	56,6
4	KORUS Consulting	100 000	120 000	20
5 |ELMA	38 000	55 000	44,7
6	FreshOffice Solutions (SMTsoft)	18 982	27 631	45,6
7	Compass	350	200	-42,9
	Total	1 980 432

• Including sales in the partner network, the data are summarized approximately, in total about 9 thousand licenses are sold annually
  

TAdviser, 2014

2011

The Russian Customer Relationship Management (CRM) market is developing much faster than most other technology segments of the Russian corporate software market. According to TAdviser estimates, in 2011 the Russian CRM implementation market grew by 30%. The market growth forecast from TAdviser for 2012 is to maintain the growth rate at the level of 25-30%.

Analytical companies IDC and Gartner in 2011 estimated the Russian CRM market at $170 million (licenses + support + implementation services) and $120 million (licenses + support), respectively. According to Gartner calculations, the Russian CRM systems market in 2011 accounted for almost 1% of the global CRM systems market. In total, the global CRM market in Gartner estimates in 2011 amounted to $12.6 billion, and analysts estimated CRM implementation services separately at $50 billion.

Despite the fact that the Russian CRM market against the global background is not yet very noticeable, the pace of the local market, according to Gartner, is almost three times higher than the global market growth rate - 30% versus 13.5%. For comparison, Asia fully accounts for 10% of the global CRM market, and Europe (together with Russia) - 40%.

Major Suppliers and Integrators

According to the TAdviser database, more than 1.1 thousand have been completed in Russia. CRM projects. This is no more than 20% of the real number of projects implemented over the past ten years. Traditionally, in assessing the real number of projects, there are difficulties with calculating those implementations when the names of customers are not disclosed by integrators under the terms of confidentiality.

How dynamically the CRM market developed in 2011 is evidenced by the filling of the TAdviser base: out of 1143 projects added to the base, more than 800 were implemented in 2011.

Shares of CRM suppliers based on projects in the TAdviser database, 2011

TAdviser, 2012

As can be seen from the above diagram, formed on the basis of open information posted in the TAdviser Center database, Microsoft was the leader in the number of projects in 2011 with the Microsoft Dynamics CRM product - it accounted for 25% of the market, the second place was shared by the companies First BIT (BIT product: CRM 8) and BMicro (Client-Communicator product), which have about 14% of the share of implementations for each. This is followed by Terrasoft (Terrasoft CRM) with 13% and FreshOffice (SMTsoft) solutions, whose share in the total number of implementations reaches 5%. The projects of other vendors accounted for 29%.

It should be noted that, since not all CRM projects implemented over the past few years are located in the TAdviser database, there are in fact "shadow" leaders, especially if we count the market share not by the number of implementations, but by revenue. Major Western players include Oracle Siebel CRM and SAP CRM with all certainty.

Moreover, Oracle TAdviser found it difficult to name the exact number of projects implemented on the basis of the platform in Russia, and SAP CIS (SAP CIS) estimated its share of the domestic CRM systems market for 2011 at 10-12%. Recall also that on the basis of Oracle Siebel CRM, one of the largest CRM implementations over the past two years was implemented - in Sberbank of the Russian Federation, where a total of 26 thousand jobs were installed.

In recent years, 1186 CRM projects have been implemented on the basis of solutions on the 1C platform. ^[3]BIT CRM: 8 is not fully represented in the diagram, since there are no projects in the TAdviser database where the number of system licenses is 1-2. In addition, given the large number of projects, data on other solutions on the 1C platform are not presented either (for example, the industry CRM solution also has 1C-Rarus). BIT also pointed out that compared to 2010 in 2011, the number of implementations of the BIT CRM system doubled.

The following Russian platforms also have a large number of implementations: Monitor CRM (more than 500 customers in Russia and the CIS), as well as Quick Sales and Sales Expert from Expert Systems (more than 15 thousand customers). If we count by the number of licenses, and not by the number of projects, then the Monolith: CRM system from MONOLIT-INFO occupies quite noticeable positions: the largest implementation of this system has more than 6 thousand users.

Major system integrators

The peculiarity of the Russian CRM systems market is that developers often implement their solutions no less actively than system integrators (for example, Terrasoft). The major players in the CRM system integration market are BIT, AT Consulting (AT Consulting), FB Consult, Technoserv Consulting, Sitronics IT, BMicro, ASoft, Microtest and others.

Shares of integrators based on CRM projects in the TAdviser database, 2011

TAdviser, 2012

Based on the TAdviser database data on the number of CRM projects implemented in 2011, BIT (16%), BMicro and Terrasoft (14% each) are leading, Navicon - 6%. Another 12% of projects fell on implementations without the involvement of a consultant or those projects where he is not indicated, 38% - on other integrators. The share of BMicro in 2011 is larger: as TAdviser representatives specified, there are only 102 BMicro projects in the database, and in total 237 of them were implemented in 2010-2011.

Revenues of system integrators in the CRM market in Russia, 2010-2011, thousand rubles

№	Company	2011 project revenues	2010 project revenues	Revenue growth 2010-2011,%
1	Sitronics IT	507 344	475 115	6,8
2	CROC	123 760	-	-
3	FB Consult	101 790	99 810	2,0
4	KORUS Consulting	80 000	40 000	100
5	Norbitol	74 880	28 500	262,7
6	MONOLIT-INFO	54 300	41 500	30,8
7	BMicro	15 530	11 318	37,2
8	BIT	8 749	3 447	253,8
	Total	966 353	699 690

TAdviser, 2012

Key trends

See also: Promising CRM technologies in Russia

The industry structure of demand in the Russian CRM systems market has changed slightly over the years: in 2011, the main consumers of this class of software business continued to be financial companies (banking and insurance organizations), healthcare institutions, high-tech companies (primarily telecommunications), as well as trading companies and car dealers. The companies of the B2B sector are the least active in terms of CRM implementation.

According to Gartner, in Russia the degree of CRM penetration is lower than in the existing CRM markets: 70% of large Russian companies already use this or that CRM system. In the global market, CRM systems are used by 95% of large corporations with income over $1 billion, among medium-sized companies there are about 60%, and among small ones - no more than 25%. In addition, often Russian customers, especially large ones, prefer self-described software for automating CRM commercial products: on average, the ratio of the use of commercial and self-described CRM systems in Russia is 50 to 50, while in the world - 60 to 40 in favor of commercial systems.

There is another characteristic trend: at the moment, among Russian companies automating the CRM area, automation of sales is in the first place among the priorities, customer service is in the second, followed by marketing and e-commerce. Whereas, for example, in the United States, where the market is highly competitive in most industries, automation of customer service is the No. 1 priority for companies. As competition intensifies in individual sectors of the Russian economy, customer service will also gradually come to the fore.

2010

The Russian CRM systems can be called sufficiently mature: in 2010 alone, about 1,000 were sold. CRM projects, the number of system integrators on the market is estimated at one and a half hundred, vendors - several dozen. The main CRM customers in Russia are medium-sized companies in the finance, telecom, trade and services industries. Having overcome the negative impact of the 2008 crisis, the Russian CRM market now has good potential for growth.

Key trends

In 2010, the demand for CRM solutions is growing slowly but surely. The Russian market follows the path of the Western market - deepening the specialization of the proposed CRM solutions: for example, CRM for communication B2B, B2C, G2C appear. The range of products used is expanding, including open source: for example, Naumen CRM is used by Interregional Transit Telecom (MTT), 600 users work in the system.

In the same year, Salesforce solutions (projects in KSB Russia, ASCON, Oversan Scalaxi, Sodexho Pass), as well as GoldMine CRM, Frontrange Solutions, are gaining popularity on the Russian market. CRM solutions based on the SaaS model are increasingly being used. In general, customers treat CRM as a work tool and firmly know what functionality they need. However, the Russian CRM market is still far from maturity.

The Biggest Players

In March 2011, DSS Consulting released the fourth update of the study "Analytical Review of the Russian CRM Systems Market for 2010." The review presented 20 CRM class systems and reviewed more than 930 implementation projects. The number of system integrators was 143 for the entire period. This gives an idea of ​ ​ the scale of the use of CRM technologies in the Russian market.

Geography of implementations

According to the results of 2010, in comparison with 2009, there was a decrease in the number of implementations in all federal districts except the Central and Far Eastern. Below is the schedule of distribution of CRM products in Russia in 2010.

Source: DSS Consulting, 2010 

In 2009, the Central Federal District also accounted for the largest number of completed projects - its share is 55%. The share of the North-West Federal District is also significant - 16%. Thus, following the results of the post-crisis 2010, a tendency to reduce projects for the implementation of CRM products in regions that do not belong to the Central Federal District was again noted.

Industry specific

The structure of the industry demand for CRM solutions is as follows: the largest number of projects in 2010 were implemented in trade (29%), the service sector (28%), the production and construction sectors of the economy - 6% each, as well as in the industry Finance, banks, insurance - 5%. The shares of other industries are less than 5%.

Source: DSS Consulting, 2010 

At the end of 2010, the main customers were still companies with fewer than 100 employees - the share of such companies was 73% (which is 1% less than in 2009). Another 19% are companies with 100 to 500 employees. As in previous years, it is confirmed that mainly CRM systems are implemented by small companies, which generally correlates with the industry structure of demand: trading companies, service enterprises, as well as small construction holdings. Companies with 500 to 1,500 employees accounted for 6% of projects, over 1,500 employees - 2%.

Cost of solutions

TAdviser conducted a blitz study involving seventeen solutions from seven development companies. The information provided in this review is current as of November 1, 2010.

Solution developers (listed in random order). Compass, CRM Partner, Terrasoft, 1C and 1C Rarus, WinPeak, Monitor CRM, [[First Bit|1C: Accounting and Trading]]. According to the results of the study of the cost of domestic CRM products, TAdviser summed up (see table).

Company	CRM system	Cost of one license	Material information
Compass	SALES Compass	4 500p.
CRM Partner	Quick Sales 1	6 380p	The price is for one license. Cost calculation: first license 6,380 rubles. + 2 310 rubles. for each additional.
Compass	CRM Compass	7 000p
CRM Partner	Quick Sales 2	7 370p	Price is for 1 license. Cost calculation: first license 7,370 rubles. + 3,300 rubles. for each additional.
Terrasoft	Terrasoft Sales	8 503p.	Prices are in EUR, translation into rubles at the exchange rate of RUB 42.73 per 1 EUR
1C and 1C Rarus	1C: Enterprise 8. CRM PROF	10 800p	No additional 1C license required
WinPeak	WinPeak CRM Standard 4.0	11 520p
WinPeak	WinPeak CRM Professional 4.0	12 840p.
1C	1C:Enterprise 8. Trade Management	14 500p.	No additional 1C license required
Terrasoft	Terrasoft CRM	14 913р.	Prices are in EUR, translation into rubles at the exchange rate of RUB 42.73 per 1 EUR
Monitor CRM	Monitor CRM 3.5/Services	15 200p	Price is for workplace Professional. Workplaces are divided into Web, Standart and Professional. Web and Standart workplaces have a lower cost and limited functionality. The package must include at least one Professional workplace.
1C: Accounting and Trade (BIT)	BIT: CRM	4 500p	Цена указана за основную поставку БИТ:CRM, включающую 1 лицензию. Стоимость каждой последующей лицензии - от 3000 RUB and below depending on the number of automated workplaces purchased.
1C: Accounting and Trade (BIT)	BIT: CRM. Commercial Service Management (special edition).	50 000p	The price includes an unlimited number of licenses.
Monitor CRM	Monitor CRM 3.5/Trading	16 500p.	Price is for workplace Professional. Workplaces are divided into Web, Standart and Professional. Web and Standart workplaces have a lower cost and limited functionality. The package must include at least one Professional workplace
CRM Partner	Sales Expert 2	18 260p	Price is for 1 license. Cost calculation: first license 18,260 rub. + 5,610 rub. For each additional
Terrasoft	Terrasoft XRM	21 322р.	Prices are in EUR, translation into rubles at the exchange rate of RUB 42.73 per 1 EUR
Compass	SALES compass + warehouse	24 500p.	The cost includes a warehouse license of RUB 17,500.
Compass	CRM compass + warehouse	29 500p.	The cost includes a warehouse license of RUB 17,500.

2009

2009 was a crisis year for the Russian CRM systems market, as well as for other sectors of the corporate business applications market. In 2009, according to DSS Consulting, only 10 of the 21 systems reviewed in its study had an increase in implementations compared to the previous reporting period. In general, over the year, according to this company, the number of CRM systems implementations decreased by 19% compared to 2008.

If we consider the data in the context of industries, then in 2009 the leading place in terms of implementations was occupied by trade and services (both - 27% each), the second place was taken by the production sector (14%), the third place was taken by Consulting and Information Technology (7%).

As before, in 2009, the main CRM customers remain companies where the number of employees is less than 100 employees (78%), companies with employees from 100 to 500 are only 17%. That is, analysts at DSS Consulting note that CRM systems are mainly implemented by small companies from the field of trade and service.

2008

In 2008, approximately 50 Russian and 20 foreign CRM systems existed on the market. Before the crisis, the market grew at a fairly fast pace and quite a few new organizations appeared. If the previous two years the volumes increased by 2-3 times, then already at the end of 2008, experts announced a large decline. In 2006-2008, the Russian CRM market experienced strong, but not rapid growth, and the volume of the Russian CRM market in 2008 amounted to approximately 2 billion rubles. 

According to DSS Consulting analysts, in 2008 the number of CRM system implementations in Russia more than doubled compared to 2007. Such a significant growth indicates an unconditional demand from the market for solutions focused on interaction with customers. At the same time, the number of completed projects has increased only for 13 CRM systems out of 24 constantly and actively implemented on the market. CRM solutions were most actively implemented among trade and service companies, which accumulated almost half of the projects implemented for two. This is followed by manufacturing and financial enterprises, as well as consulting and IT companies, by a huge margin.

2007

According to DSS Consulting, in 2007, Sputnik Labs was the leader in terms of the number of implementations - it accounted for a quarter of all projects implemented. The company leads not only in the whole market, but also in certain segments: the share of Sputnik Labs implementations in the financial and insurance industry is 40%, in the banking sector - 36%, in the production sector - 23%.

At the same time, in the financial sector, the most popular systems SalesLogix are from the company (Sage 45%) and (Oracle Siebel CRM 14%), which are part of the Sputnik Labs product line. The investigated manufacturing companies do not show a clear preference for a particular product, which, apparently, is associated with minimal requirements for CRM systems, however, the leader again is the SalesLogix solution (15%).

2006

According to DSS Consulting, based on an analysis of the completed implementations of the 60 most prominent players in the Russian market by 2006, Sputnik Labs was the leader in the CRM systems class in terms of the total number of implementations - it accounted for 22% of all implementations studied. Next (with 8% each) are FB Consult, WinPeak International. Behind them with a lag of 1% (that is, with 7% each) - NAUMEN and BMicro. Thus, companies occupying the first three places of the rating completed more than 50% of the projects studied.

2005

By 2005, a number of large projects had already been implemented on the CRM systems market. Nevertheless, estimates of the volume of the Russian CRM market and the share of its players vary greatly. Market participants complain about the abundance of custom-made and almost complete lack of objective studies of the current situation. So "FB Consult" gives an estimate of the CRM market volume in Russia for 2005 - up to $100 million, CRM Association experts are an order of magnitude less - no more than $50-70 million.

Most of the CRM vendors present on the domestic market have representative offices, partners and a certain pool of successful implementations in Russia. At the same time, the boundaries of niches are barely indicated, where the positions of a particular manufacturer are strongest, both in terms of the scale of projects and by industry.

Vendors' Market Share of CRM 2005

J'Son & Partners, Peer Reviews, 2006

According to J'Son & Partners, the largest share in the Russian CRM systems market is 1C - 14%, followed in descending order by SAP, Oracle, IBM, SalesLogix, Microsoft, Amdocs. Moreover, other vendors account for almost half of the market -
48%.

2000-2004: Market Formation

The Russian market for CRM systems, like the ERP market, developed several years behind the Western one. Domestic business first turned to customer relationship management systems after the 1998 crisis, when not only competition issues were acute, but also the elementary survival of companies in the market. Among the vertical industries, banks and financial and telecommunications companies were the first to master CRM technologies due to the peculiarities of the business and the need to serve tens of thousands of customers.

In mid-2000, EDC (ExactData Company) conducted the first research in Russia on the demand for CRM solutions by Russian enterprises. The study showed an extremely low degree of fame of both the concept and CRM solutions, even among the IT managers of Russian enterprises. According to most experts, the market needed about 4-5 more years to form a more or less stable demand for CRM.

In 2003, Market-Visio/EDC conducted another marketing study aimed at exploring the demand for CRM systems. The study showed that CRM systems were implemented at less than 5% of the surveyed large and medium-sized Russian enterprises. The same number planned to introduce CRM systems until 2005. At the same time, half of the enterprises used domestic CRM systems (the leader was the Sales Expert system). Among the other half of firms that implemented foreign CRM systems, the main share was accounted for by CRM modules in ERP systems (Axapta/Navision was the leader) or individual CRM applications (mainly Sales Logic and Clientele).

See also

• CRM (Russian market)
• Trends in the Russian market CRM systems
• CRM (Global Market)
• Call centers (Russian market)
• Do you need CRM? Carrots for toothless...
• Import substitution CRM: tips and approaches to migration to Russian software from market experts
• Overview of TAdviser: CRM systems in Russia

Notes

CRM