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CRM software The record of every account, contact, call and deal in progress You fill in a form on a coding-course website to download a brochure. Ten minutes later, your phone rings. The salesperson from the course company already knows your name, the course you looked at and your city. If you don't pick up, someone will call again tomorrow.

Behind that call is a CRM, short for customer relationship management. It is the record of every account, every contact, every call and every deal in progress. A few words the whole sales industry uses:

  • A lead is a possible customer who has shown interest, like you filling in that form.
  • An account is a customer organisation, and a contact is a person there.
  • A deal is one possible sale, from the first call to the signed contract.
  • A forecast is the sales leader's estimate of how much will be sold, and it is built from the CRM too.
A lead is a possible customer who showed interest, an account is the organisation and a contact a person there, a deal is one possible sale, and the forecast estimates how much will be sold.A lead is a possible customer who showed interest, an account is the organisation and a contact a person there, a deal is one possible sale, and the forecast estimates how much will be sold.

Industry Vertical 13, Martech, covered how companies find customers. This Industry Vertical, CRM and sales tech, covers how they close the sale. It begins with the system every salesperson works in. CRM plays the same role for sales that ERP plays for a company's orders, stock and accounts. ERP, short for enterprise resource planning, is the one official record of those, which the industry calls the system of record. (More on ERP in Market Segment 10.1, ERP and business accounting software, in Industry Vertical 10, ERP and business automation.) In the same way, every other sales tool in this Industry Vertical plugs into the CRM.

The CRM is the system of record for sales, and the tools for finding buyers, reaching out, reading deals, pricing and sales content all plug into it.The CRM is the system of record for sales, and the tools for finding buyers, reaching out, reading deals, pricing and sales content all plug into it.

The companies here make CRM software. Their buyers are companies that sell, and the people who use it every day are their salespeople, also called sales representatives, or reps.

Every company named here has posted software engineering jobs in India. Famous companies that don't actively hire software engineers in India are left out.

Some well-known CRM names are not covered in this Market Segment. Zoho, whose CRM is the most widely used Indian-built business software in the world, is one of them. Oracle is another. Microsoft's Dynamics is covered elsewhere. (More on it in Microsoft, in the big-tech collection.) Freshworks, the other large Indian SaaS company, is covered mainly in Market Segment 15.4, Help desk and customer success software (in Industry Vertical 15, Customer service and CX). It also appears in Market Segment 16.1, IT service management (ITSM) and IT operations software (in Industry Vertical 16, IT management and workplace tools). SaaS, short for software as a service, is software sold as a subscription and used over the internet.

This Market Segment has two sub-segments. The first covers the CRM suites, sets of products sold together. One company leads them, and its name is almost another word for CRM. Its two Indian centres build a large share of its products. The second covers India's own CRM companies. They build for Indian sales teams who call and visit customers in person, and, newest, for a CRM that fills itself in.

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Two more sections are on this page: The suite and India's own CRM and the agentic challenger. Sign in to read them here, in full.

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  • The suite
  • India's own CRM and the agentic challenger
 The suite CRM suites for large companies and for small businesses

The course company from the start of this Market Segment could run its CRM on a suite from one of these companies. So could a bank with thousands of salespeople.

Salesforcewith engineers in Hyderabad and Bengaluru, put CRM in the cloud in 1999. On it, Salesforce built the largest business-software company after Microsoft and Oracle. Its Sales Cloud is the system of record of most large sales organisations. Around it, Salesforce has put together Service Cloud, Marketing Cloud, MuleSoft, Tableau and Slack. Four of them also appear in the Market Segment that covers their job:

Salesforce's Indian centres are among the largest it has anywhere.

 HubSpotwith engineers in Bengaluru, is the CRM of small and mid-sized businesses. It starts as a free contact database, and grows into marketing, sales and service "hubs". It is the product most start-ups begin with. HubSpot also appears in Market Segment 13.1, Marketing automation and customer engagement platforms (in Industry Vertical 13, Martech). HighLevelis covered mainly in that same Market Segment, 13.1. Its engineers are in Delhi, and it has posted more jobs than any other company in this Market Segment. Its all-in-one platform is a CRM as much as a marketing tool. It is sold through agencies, the firms that run marketing for other businesses, to local businesses. That is why it appears here too. India's own CRM and the agentic challenger CRM and sales-force automation for Indian businesses, field sales, and CRM built around AI

Back to the call from the course company at the start of this Market Segment. Companies like it make hundreds of such calls a day. The companies in this sub-segment are Indian, and they are building for two different futures.

The first future is software for Indian sales teams as they work today. Part of it is called sales-force automation: software that plans and records the daily work of a sales team. The name has nothing to do with the company Salesforce.

LeadSquaredfounded in Bengaluru, with engineers there, sells sales-execution CRM. It runs the salesperson's daily work of calls and follow-ups. Its buyers are India's high-volume sellers: the education companies, lenders, insurers and hospitals whose salespeople call hundreds of leads a day. It also sells field-force automation on the phone, for the rep who visits customers in person. It is the largest Indian CRM company in this Market Segment. Toolytwith engineers in Bengaluru, sells sales-force automation for the field rep: the visit plan, the check-in and the report. Think of a medical representative visiting one clinic after another. Superleapsells an AI CRM for the same market.

The second future is a CRM that does much of the salesperson's work itself:

SuperAGIfounded in Bengaluru, with engineers there, sells an agentic CRM, one built around AI agents. An AI agent is software that uses a language model, the kind of AI behind chatbots, to take actions on its own. In SuperAGI's CRM, agents do the work a salesperson used to do: finding new possible customers, which the industry calls prospecting, following up, and entering the data. So the system of record fills itself in. SuperAGI began as an open-source framework for autonomous agents: free code that developers used to build agents that work on their own. (More on AI agents that do the outreach in Market Segment 14.3, Sales engagement platforms and AI SDRs.) The CRM that fills itself in.

The oldest complaint about CRM is that salespeople will not update it. The agentic CRM removes the complaint by removing the updating. It records every call and email automatically, and it acts on the record as well as keeping it. Salesforce's Agentforce and SuperAGI's product are the same idea, one from the older, established company and one from the start-up. (More on recording and reading sales calls in Market Segment 14.4, Revenue intelligence and sales compensation software.)

 In the older CRM the salesperson has to type in every call and email, while the agentic CRM records them itself and acts on the record.In the older CRM the salesperson has to type in every call and email, while the agentic CRM records them itself and acts on the record. That is CRM: the one record of every customer and every deal. Global suites and Indian companies build it. The newest versions fill the record in themselves, so the course company's next call is logged automatically.
Who they hire

Who these companies hire, and for what, is on What CRM and sales tech companies hire for.
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