Magic Quadrant for Customer Success Management Platforms

How does Gartner define the Customer Success Management Platforms market in 2025?

Customer success management (CSM) platforms are AI-enabled SaaS solutions used by B2B organizations selling subscription-based solutions to guide life cycle interactions and provide visibility into account health. CSM platforms help customer success and account-facing teams to achieve customer retention, growth and value realization objectives. They provide the ability to define and execute playbooks and automate customer outreach based on triggers or specific journey stages. Using data ingested from internal and external sources, these platforms can provide customer health alerts and suggest or automate next best actions. These platforms also provide capabilities for managing and resourcing the customer success function.

Key Facts for Magic Quadrant for Customer Success Management Platforms in 2025

Publication Date: 3 November 2025

Document ID: G00823958

Coverage: Global

Authors: Michael Maziarka, Daniel Hawkyard, John Quaglietta, Jennifer MacIntosh, Maria Marino

Core Purpose: This Magic Quadrant evaluates vendors offering a CSM platform that can guide customers to value, provide visibility into customer health and scale the customer success practice for B2B organizations with recurring revenue streams.

How was the Customer Success Management Platforms market evolved in 2025?

The CSM platform market grew 11% in 2024, showing a slowdown after the post-COVID-19 SaaS bubble burst

Market expected to grow 10% to 12% in 2025, from $532 million in 2024 to $590 million in 2025

Three-year CAGR is 11.3%

The largest vendor earns over four times more revenue than its nearest competitors, with one vendor exceeding $200 million annual revenue

North America and Western Europe drive the majority of revenue

Technology sector represents 70% to 90% of revenue for most vendors

CS teams are shrinking and being absorbed into support, service or revenue teams

AI capabilities are driving mergers and acquisitions in the market

Limited partner ecosystems inhibit expansion into new verticals and regions

CSM platforms are embracing broader use cases beyond traditional customer success

Advanced AI capabilities and autonomous agents are being incorporated by leading vendors

Incremental growth coming from markets like India, Japan, Middle East, and from lower-cost solutions targeting SMB

What product features are required to be included in this year's evaluation?

Customer data management: Bidirectional integration with CRM solutions and the ability to integrate and use customer data from multiple additional sources. Other sources include (but are not limited to) product analytics, customer data platforms (CDPs), data warehouses, ERP, learning management systems (LMSs), case management, knowledge management solutions, marketing automation, account-based marketing (ABM) and voice of the customer (VoC) platforms.

Customer profile management: Build or automatically generate profiles that provide a holistic view of the customer. This includes products and services purchased, interactions, and where clients are in their life cycle journey for each solution.

Account success plans: Ability to capture, refine and track progress toward desired business outcomes and resourcing requirements that support joint internal planning with sales, marketing and service teams.

What are the common features of top products in the Customer Success Management Platforms space?

Playbooks: Codify, customize, execute and track the use of best practices to manage customer journey stages such as onboarding and renewals, and customer situations like risk or growth opportunities journey.

Customer adoption, health tracking and analytics: Generate and track customer adoption or health scores, triggering alerts and touchpoints. Analyze health and engagement trends over time for individual accounts and segments, guiding customer success managers in proactive decision making.

Customizable dashboards and analytics: Create and customize customer account and team performance dashboards that provide aggregate views and summaries at the segment, team and individual customer success manager level. Ability to extend to cater to enterprise stakeholders, including sales, customer marketing and product team needs.

Application of GenAI to increase efficiency: Use of GenAI to generate real-time account summaries and customer communications that can be used to streamline customer success efforts.

Onboarding checklists and workflows: In-application onboarding, checklists and guided workflows for users.

In-app prompting: Direct support for providing proactive in-app user guidance as a means of outreach, either directly or through integration with a digital adoption solution.

Project or service management: Provide embedded capabilities or integration with other platforms to provide resourcing and project management for onboarding and ongoing or discrete-need services.

Collaboration with internal and partner teams: Ability to share and collaborate with other employees and partners on account insights and actions directly within the platform or through other channels such as Microsoft Teams or Slack.

Forecasting: Renewal and pipeline growth forecasting capabilities.

Meeting scheduling: Automated meeting scheduling capabilities.

Collaborative spaces for customers: Direct customer-facing collaborative spaces for sharing and updating customer success artifacts and plans.

Application of GenAI to improve insights: Use of GenAI to generate health scores and alerts through the most pertinent and real-time signals including customer communications.

Application of GenAI to improve customer outcomes: Use of GenAI to generate custom playbooks based on health scores or other inputs to drive desired performance outcomes. This includes the ability to execute certain playbooks without human intervention.

GenAI conversational assistant: Use of GenAI conversational assistants to support platform users with answering questions and completing tasks.

AI agents and agentic AI: Use of AI agents or agentic AI to execute tasks such as business review scheduling and preparation alongside customer success managers or at-risk customer identification, alerting and playbook initiation.

Administration: Dedicated systems administrator space, for platform configuration, access controls, AI feature management and sandbox/testing environment.

Value tracking: Ability to track progression toward value targets by defining business outcomes and associated KPIs agreed upon with customers.

Customer community integration: Integration with or direct support for an online customer community.

Scope Exclusions

Solutions not specifically marketed as CSM platforms

Vendors with fewer than 50 full-time employees

Vendors without sales presence in at least 2 regions

Vendors with fewer than 100 active paying customer accounts AND fewer than 1000 paying monthly active users

Vendors that did not add 25 new active paying customers in past 12 months

Products not generally available for at least one year

Product versions not generally available as of 1 July 2025

Inclusion Criteria

Vendors must, among other requirements:

Product must be publicly marketed and sold as a stand-alone CSM solution

Provider must have at least 50 full-time total employees

Sales presence in at least 2 regions (North America, LATAM, EMEA, APAC)

At least 100 total active paying customer accounts OR 1000 paying monthly active users

Added 25 new active paying customers in past 12 months with average of 20+ monthly active users each

CSM Platform generally available for purchase for at least one year

Product version evaluated must be generally available as of 1 July 2025

Product must meet Gartner's Market Definition for CSM platforms

Ability to Execute — Relative Weighting

Product or Service - High

Overall Viability - High

Sales Execution/Pricing - High

Market Responsiveness/Record - Medium

Marketing Execution - Low

Customer Experience - High

Operations - NotRated

Completeness of Vision — Relative Weighting

Market Understanding - High

Marketing Strategy - Medium

Sales Strategy - Medium

Offering (Product) Strategy - High

Business Model - NotRated

Vertical/Industry Strategy - Medium

Innovation - High

Geographic Strategy - Medium

FAQs

Q: What does this research cover?

A: This research covers the evaluation of customer success management (CSM) platform vendors. CSM platforms are AI-enabled SaaS solutions used by B2B organizations selling subscription-based solutions to guide life cycle interactions and provide visibility into account health. The report evaluates vendors on their ability to execute and completeness of vision, assessing capabilities such as customer data management, health tracking, playbooks, AI features, collaboration tools, and forecasting. It includes 11 vendors evaluated across four quadrants: Leaders, Challengers, Visionaries, and Niche Players.

Q: Who should use this research?

A: This research should be used by B2B organizations with recurring revenue streams that are evaluating CSM platform vendors. It is designed for customer success leaders, CROs, CFOs, and buying teams responsible for selecting technology to support customer retention, growth, and value realization objectives. Users should employ this Magic Quadrant as part of their due diligence process, in conjunction with Gartner analyst discussions and other CSM platform research including the associated Critical Capabilities report. The research helps buyers create vendor shortlists based on their specific use cases, requirements, employee scope, implementation criteria, geographic needs, and innovation priorities.

Q: What are the mandatory features of vendors included in this market?

A: Mandatory features for vendors included in this market are: (1) Customer data management - bidirectional CRM integration and ability to integrate customer data from multiple sources including product analytics, CDPs, data warehouses, ERP, LMS, case management, knowledge management, marketing automation, ABM, and VoC platforms; (2) Customer profile management - ability to build or automatically generate holistic customer profiles including products/services purchased, interactions, and life cycle journey status; (3) Account success plans - ability to capture, refine and track progress toward desired business outcomes and resourcing requirements supporting joint internal planning with sales, marketing and service teams.

Q: What are some reasons for not being included in this report?

Product not publicly marketed as a stand-alone CSM solution clearly aligned to customer success business function
Company has fewer than 50 full-time employees
Lack of sales presence in at least 2 global regions
Insufficient customer base (less than 100 active paying accounts OR less than 1000 paying monthly active users)
Insufficient recent customer growth (fewer than 25 new active paying customers in past 12 months)
Product not generally available for at least one year
Product version not generally available as of evaluation cutoff date (1 July 2025)
Product does not meet Gartner's market definition for CSM platforms

Q: What differentiates Ability to Execute vs. Completeness of Vision?

A: Ability to Execute assesses the vendor's current market performance including product capabilities, financial viability, sales effectiveness, market responsiveness, marketing execution, and customer experience. It focuses on what the vendor delivers today and their practical success in the market. Completeness of Vision evaluates the vendor's strategy and future direction, including their understanding of market trends, marketing and sales strategies, product roadmap, vertical/industry focus, innovation capabilities, and geographic expansion plans. It focuses on the vendor's ability to anticipate and shape future market needs.

Report: