Customer resource management (CRM) in A/NZ does not need to be evangelised as it was in the past, according to SugarCRM.
The software vendor's CTO, Clint Oram, said people now understand the purpose of CRM and led to a "bullish market."
"Companies are investing in technology in the front office to have better relationships with customers," he said.
It is a change Oram said has enabled SugarCRM to gain momentum in the A/NZ market.
The US remains SugarCRM's biggest market in terms of revenue and is followed by the UK, though Australia is now competing for the number three spot with France and Germany.
Oram said the growth opportunity in Australia is showing enough promise for the company, more than any other country or region in the world.
"I envision in the next couple of years Australia will be on par with the UK in terms of revenue," he said.
"The reason is we have a strong network of partners in the country already."
Oram adds the Australia economy is also "moving along quite nicely" compared to other countries and regions, such as Europe.
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Although CRM may be getting more recognition in A/NZ, Oram said the competitive landscape remains largely unchanged from what he has seen in the past.
The biggest difference is SugarCRM is now being considered by larger companies.
"If you look at the history of the company, we've been most prevalent in small business," Oram said.
Beyond the smaller 10 to 30 person office, Oram said the solution is being looked at by companies with 100 to 200 to 1000 employees.
"The market for us is now much larger as a result, and one of the reasons why we see so much potential growth ahead of us in Australia," he said.
"Larger and larger companies locally are looking at both CRM and our product, and that's fuelling the growth."
Patrick Budmar covers consumer and enterprise technology breaking news for IDG Communications. Follow Patrick on Twitter at @patrick_budmar.