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THE BOTTOM LINE

CRM Technology Value Matrix 2019

Leading customer relationship management (CRM) providers are doubling down on data integration, orchestration, and mapping capabilities to link data among and beyond CRM applications and provide a complete real-time view of the customer. Although their approaches differ, those investments are designed to enable customers to drive greater productivity, reduce data management efforts, and bring together a rich and complete enough data set to apply artificial intelligence (AI) and analytics for measurable results across sales, service, and marketing. While they’re making investments under the hood, they’re also investing in usability features such as embedded coaching and intelligence to help users be more effective and productive. Given the pace of innovation, there are a number of significant shifts in positioning in this Matrix.