# SAP CRM

> SAP CRM, now branded as SAP Customer Experience (SAP CX), is the customer relationship management portfolio of SAP SE — Germany's largest software company and the world's leading enterprise application vendor. Founded in 1972, SAP CRM has evolved from an on-premise suite launched in 2000 into a comprehensive cloud-native platform encompassing Sales Cloud, Service Cloud, Marketing Cloud (Emarsys), Commerce Cloud, and Customer Data solutions. Serving 98 of the world's top 100 companies and over 425,000 customers globally, SAP CX differentiates itself through deep native integration with SAP ERP/S4HANA and AI capabilities via its Joule copilot, enabling end-to-end business process automation from back-office operations to customer-facing interactions.

- **Founded:** 1972
- **Headquarters:** Walldorf, Baden-Württemberg, Germany
- **Founders:** Dietmar Hopp (Co-Founder), Hasso Plattner (Co-Founder & Chairman of the Supervisory Board), Claus Wellenreuther (Co-Founder), Klaus Tschira (Co-Founder), Hans-Werner Hector (Co-Founder)
- **Team size:** ~109,000–111,000 employees globally (end of 2025); 35,000+ developers; 226 subsidiaries worldwide.
- **Products:** SAP Sales Cloud, SAP Service Cloud, SAP Marketing Cloud (SAP Emarsys), SAP Commerce Cloud, SAP Customer Data Cloud / Data Platform
- **Notable:** Gartner Magic Quadrant Leader for Digital Commerce for 11 consecutive years (only consistent Leader since 2014), Gartner Magic Quadrant Leader for CPQ Application Suites for 8 consecutive years (2025), 98 of the top 100 largest global companies are SAP customers

## Products & services

- **SAP Sales Cloud** — AI-enhanced CRM and sales automation solution featuring intelligent sales prioritization, guided selling, forecasting management, dynamic analytics, and agentic AI via SAP Joule.
- **SAP Service Cloud** — Omnichannel customer service management covering social media, call center, email, and chat channels; includes the AI-powered Digital Service Agent for self-service and case management tools.
- **SAP Marketing Cloud (SAP Emarsys)** — Omnichannel marketing automation and campaign management platform with AI-Assisted Report Builder, Predictive AI Segments, and behavioral customer insights powered by Emarsys technology.
- **SAP Commerce Cloud** — Enterprise e-commerce platform supporting B2B and B2C use cases with order management, product content management, composable storefronts, and microservices architecture. Gartner Magic Quadrant Leader for Digital Commerce 11 consecutive years.
- **SAP Customer Data Cloud / Data Platform** — Customer data platform (CDP) providing unified customer profiles, consent management, data privacy (GDPR), and identity management feeding across the entire CX suite.
- **SAP CPQ (Configure, Price, Quote)** — Complex product configuration, pricing, and quoting solution; recognized as a Gartner Magic Quadrant Leader for CPQ Application Suites for 8 consecutive years.
- **SAP Engagement Cloud** — New platform (GA Q1 2026) uniting data and AI for smarter customer experiences across the SAP ecosystem. Beta began November 2025.
- **SAP Customer Loyalty Management** — AI-driven loyalty profile management with deep behavioral insights; integrates with SAP Service Cloud and SAP HANA Cloud Private Edition.
- **Joule AI Copilot** — SAP's generative AI copilot embedded across all CX applications, plus Joule Studio — a low-code/no-code environment for building custom AI agents for sales, service, and commerce workflows.
- **RISE with SAP** — Bundled cloud transformation offering combining S/4HANA Cloud, SAP Business Technology Platform (BTP), and managed services for end-to-end ERP and CRM cloud migration.

## Achievements

- Gartner Magic Quadrant Leader for Digital Commerce for 11 consecutive years (only consistent Leader since 2014)
- Gartner Magic Quadrant Leader for CPQ Application Suites for 8 consecutive years (2025)
- 98 of the top 100 largest global companies are SAP customers
- €77.29 billion total cloud backlog in FY 2025 — record high
- Germany's most valuable publicly traded company (~$200B+ market cap)
- 269 million+ cloud users across 180+ countries
- Founded 1972; pioneered real-time enterprise resource planning software (R/2, R/3)
- First major ERP vendor to pivot successfully to cloud-first strategy with SAP S/4HANA and CX suite
- SAP Commerce Cloud named Leader in 2025 Gartner Magic Quadrant for Digital Commerce
- SAP CPQ recognized as Leader in 2025 Gartner Magic Quadrant for CPQ Application Suites
- Launched Joule AI copilot embedded across all SAP CX applications
- SAP Emarsys acquisition enabling AI-powered marketing automation at enterprise scale

## Latest updates

- **2026-02** — SAP named a Leader in 2025 Gartner Magic Quadrant for CPQ Application Suites for the 8th consecutive year.
- **2026-Q1** — SAP Engagement Cloud reached General Availability — new platform uniting data and AI for smarter customer experiences across SAP ecosystem.
- **2026-01** — SAP CX Q4 2025 release delivered out-of-the-box AI agents (Digital Service Agent, Shopping Agent), AI-Assisted Report Builder for Emarsys, SAP Customer Loyalty Management, and WalkMe Premium guidance.
- **2025-11** — SAP Commerce Cloud named a Leader in 2025 Gartner Magic Quadrant for Digital Commerce for the 11th consecutive year.
- **2025-10** — SAP Connect event announced major CX innovations including Joule Studio (low-code AI agent builder) and agentic AI integrations across CX suite.
- **2025-09** — SAP Global Line of Business Partner Excellence Awards 2025 recognized 19 winners across 24 categories.
- **2025-07** — SAP CX Q2 2025 'Connected Growth' release delivered cross-lifecycle AI improvements across service, sales, marketing, commerce, and consumer industries.
- **2025** — SAP BTP made available on Microsoft Azure, AWS, and Google Cloud Marketplaces, expanding multi-cloud deployment options for CRM/CX suite.
- **2025** — FY 2025 full-year results: total revenue €36.80B (+8% YoY), cloud revenue €21.02B (+23% YoY), record total cloud backlog of €77.29B.

## Links

- Website: https://www.sap.com/products/crm.html
- LinkedIn: https://www.linkedin.com/company/sap
- Twitter/X: https://x.com/sap
- GitHub: https://github.com/SAP
- YouTube: https://www.youtube.com/@sapdevs
- Instagram: https://www.instagram.com/sap/
- Facebook: https://www.facebook.com/SAP

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Published by YesPress — https://yespress.io
Last updated: 2026-04-08