It makes sense for CRM heavy-weights to continue the migration of marketing applications and infrastructure to the cloud, but the real challenge is actual customer engagement. The battlefield is not your CRM system, it’s the platforms and networks where customers are already engaging
The driver for business adoption of social media, through collection of online data, is vacillating between the imperative to double down on predatory behavior or to pursue sustainability by connecting more meaningfully with customers.
Focusing relentlessly on growth produces great results for investors, but it doesn’t produce a great product when the market and technology landscape is evolving so rapidly.