CRM gets smart with artificial intelligence technologies

SugarCRM Inc. co-founder Clint Oram recalled discussing the potential of CRM systems to predict sales with machine learning more than 15 years ago.”Sitting around as a product manager, kicking around the ideas that are coming out today, the limiting factor back then was technology was really hard to deploy and extremely expensive,” Oram said. “What’s changed? Software as a service, mobile and social all became prominent.” Back then, CRM systems were mostly on premises and operated as Excel replacements and static data-entry systems. Then, cloud-based CRM entered the scene and opened the door to modern tools underpinned by machine learning and artificial intelligence technologies. Now, as industry leaders like Salesforce acquire data intelligence companies, there’s a move toward creating cloud-based CRM systems that act as digital assistants, rather than data…

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