New ISG Report Highlights CRM Modernization Trends in the Salesforce Ecosystem
According to a recent report from Information Services Group (ISG) III, U.S. enterprises are actively adopting new technologies and services within the Salesforce ecosystem. Companies are navigating the rapid advances in artificial intelligence (AI) and exploring how these technologies can enhance their operations.
The 2025 ISG Provider Lens™ Salesforce Ecosystem Partners report reveals a strong demand for AI and data management solutions, despite a slowdown in Salesforce’s revenue growth in the U.S. market. The report emphasizes that in a mature customer relationship management (CRM) software market, the momentum for CRM investments is largely determined by the replacement of outdated products and the introduction of innovative functions that extend beyond basic CRM capabilities, according to ISG.
“While U.S. companies often lead in adopting new Salesforce features, many face constraints with IT budgets and require quicker returns on CRM investments,” noted Bill Huber, partner at ISG, who specializes in digital platforms and solutions. “Their focus rests on achieving rapid business case realizations for CRM tools that align with industry-specific needs, particularly in terms of data and AI integration.”
Access to big data is central to realizing CRM’s full enterprise value. The increasing capabilities of AI enhance this value through improved analytics, automation, and efficiency. Many large U.S. companies have already implemented data lakes, along with data quality and governance solutions, and are utilizing one or more generative AI large language models (LLMs) for their proprietary data.
There is growing demand for Salesforce’s Data Cloud, which leverages its Zero Copy feature. This capability enables organizations to access data directly from its original source rather than creating multiple copies. As the necessity for high-quality, easily accessible data escalates with new AI applications, avoiding data replication can lower storage costs while maintaining a single source of truth for both human and AI-driven decisions.
ISG’s report also highlights a rapid adoption of Salesforce’s industry clouds by U.S. enterprises. These clouds, tailored for various sectors such as communications, utilities, and the public sector, were enhanced and expanded in 2024. Although these specialized clouds may incur higher costs than standard Salesforce solutions, they save companies from the need to customize generic CRM applications, ultimately reducing expenses associated with software maintenance and updates.
Midsize enterprises are particularly drawn to offerings from Salesforce ecosystem providers that offer affordable packages distilling large-enterprise CRM capabilities into more manageable solutions. These packages often include tools for integrating Generative AI into existing workflows and developing new AI-driven processes.
“In the U.S., smaller companies are emerging as aggressive adopters of AI,” stated Jan Erik Aase, partner and global leader of ISG Provider Lens Research. “They collaborate with providers to create autonomous agents aimed at enhancing customer engagement capabilities to compete with larger corporations.”
The report also analyzes additional trends within the Salesforce ecosystem, such as the expansion of Agentforce AI capabilities and the effects of Salesforce’s verticalization strategy.
For deeper insights into the challenges U.S. enterprises face while using Salesforce, including harmonizing AI strategies across different vendors and integrating human and digital workforces, access the ISG Provider Lens™ Focal Points briefing here.
The 2025 ISG Provider Lens™ Salesforce Ecosystem Partners report evaluates 52 providers across six quadrants:
– AI-Powered Multicloud Implementation Services — Large Enterprises
– Implementation Services for Core Clouds and AI Agents — Midmarket
– Implementation Services for Marketing and Commerce with AI Enablement
– Managed Application Services — Large Enterprises
– Managed Application Services — Midmarket
– Implementation Services for Industry Clouds
The report identifies Accenture, Cognizant, Deloitte, IBM, Infosys, TCS, and Wipro as Leaders across four quadrants each. Coastal and Tech Mahindra are recognized as Leaders in three quadrants each. Additionally, Coforge, DemandBlue, Grazitti Interactive, HCLTech, Hexaware, Jade Global, LTIMindtree, Mphasis Silverline, Neuraflash, Perficient, and PwC are Leaders in two quadrants each. Customertimes, OSF Digital, and RafterOne are noted as Leaders in one quadrant each.
Furthermore, NTT DATA and Publicis Sapient are designated as Rising Stars, showcasing a “promising portfolio” and “high future potential” in two quadrants each, in accordance with ISG’s criteria. Myridius, Persistent Systems, PwC, RafterOne, and Tech Mahindra are recognized as Rising Stars in one quadrant each.
In customer experience, HCLTech is recognized as the global ISG CX Star Performer for 2025 among Salesforce Ecosystem providers in the U.S. This recognition stems from their highest customer satisfaction scores recorded in ISG’s Voice of the Customer survey, which is part of the ISG Star of Excellence™ program, a key quality recognition in the technology and business services industry.
Customized versions of the report can be accessed from Coastal, Cognizant, and Grazitti Interactive.
The 2025 ISG Provider Lens™ Salesforce Ecosystem Partners report is available for subscribers or can be purchased as a one-time download via this webpage.
About ISG Provider Lens™ Research
The ISG Provider Lens™ Quadrant research series represents a unique synthesis of empirical research and market analysis combined with insights from ISG’s global advisory team. This resource equips enterprises with comprehensive market data and analysis crucial for selecting the right sourcing partners. ISG advisors leverage these reports to enhance their understanding and recommend appropriate solutions to ISG’s enterprise clients. This research encompasses providers operating globally in markets like Europe, North America, and parts of Asia, with plans for further expansion.
About ISG
ISG III is a leading technology research and advisory firm with a focus on AI. Trusted by more than 900 clients, including 75 of the top 100 global enterprises, ISG excels in technology and business services, helping organizations harness AI for operational excellence and growth. Founded in 2006, ISG is recognized for its proprietary market intelligence and a skilled team of 1,600 professionals dedicated to maximizing the value of technology investments for clients.
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Press Contacts:
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Julianna Sheridan, Matter Communications for ISG
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