Jason Andersen is vice president and principal analyst at Moor Insights & Strategy, covering application development platforms, technologies and services.
Companies in the CRM space have made some AI-related announcements over the past month that suggest a maturing of generative AI in the enterprise.
However, to get executives to really invest in and scale a technology, use cases that increase revenue get a lot more attention. So far, GenAI successes have been consistent with the early-stage pattern. We have been seeing lots of product launches and some success stories in areas such as developer productivity and lower support costs, for instance in contact centers.
CRM solutions also have a very high rate of ad hoc reporting because there are lots of people using them to answer many different questions. This means that the rate of change and the urgency within CRM reporting are fairly high, because sales and marketing teams are always on the lookout for new trends or buying patterns.
Salespeople will do almost anything to avoid typing in all the information the business would like. This leads to a couple of problems. The first is that mandatory data entry is kept to a minimum so sellers spend more time selling and less time in the system. The second is that over time the data gets out of date and hard to manage. This in turn leads to poor data quality and an inordinate amount of time and cost to clean up the data.
Generative AI Genai CRM Sales Ops Marketing Ops
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