CRM Vendors Embrace AI, Automation to Break Down Silos, Nucleus Research CRM Value Matrix Finds
Summary
Automation, AI and predictive capabilities deployed in meaningful ways are helping to break down silos, increase usability and simplifying CRM applications across organizations.“In this latest Value Matrix, Salesforce, Oracle, and Microsoft show they continue to deliver value for users, recently through integration and embedded artificial intelligence,” said Ian Campbell, CEO at Nucleus Research.Beyond seeking to grow the number of CRM deployments, vendors are employing sticky edge-capabilities that extend their overall footprint into field service automation, configure price quote (CPQ) capabilities and enhanced analytics that further drive ROI for customers.In an environment where application lock-in is less of a concern today for customers, it’s become increasingly important to offer better ways to carry on a deployment’s value over time beyond regular updates to the core product.Vendors are evaluated within the Value Matrix on both usability and functionality – key drivers of value – and placed into four categories: Leaders, Experts, Facilitators, and Core Providers.