AI And The Battle For CRMs Soul

PostedOn: 2017-06-16 11:17:51

The use of artificial intelligence to support sales forecasting and visibility is going to be a key battleground in the CRM industry in coming years. The latest applications arriving to market look ever more impressive. The ultimate objective: Provide sales directors with data-driven insight into their pipeline, delivering sales forecasts that can in turn support informed business decisions.

It goes without saying that sales teams are managing more data within CRMs than ever before, but making effective use of that information continues to pose a problem.

“Success in today’s fast-moving business environment demands access to real-time data across all aspects of sales performance,”

Its AI engine and machine learning algorithms are designed specifically to give sales leadership in large organizations the information they need to manage the business.

“Data-driven insights available through AI make it easier for sales leaders to see opportunities and trouble spots so they can course-correct as things change,” explains Lock.

But let’s talk about those data sources: While AI brings with it considerable advantages for CRM users, much will depend on the quality and quantity of the data called on. That is why it brings more immediate gains for larger companies, and those which already have large quantities of accurate and clean data within their CRM systems.

Key Takeaways:

  • Machine learning is increasingly becoming available for use within the sales environment, but the largest advantages will accrue to bigger companies, which sit on more data. The more data AI has to work with, the more effective its forecasts.
  • Early AI adopters, who can see the competitive advantages it can bring to their sales process, will be the most successful users.
  • Companies will need to be sure their existing CRM data is sufficiently clean and accurate – problems can emerge when an AI interprets inaccurate data within the CRM.