Why CRM Contextual Data Matters

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Most CRMs claim a 360-degree view of your customers, but is it everything you believed it would be?

The promise of a complete customer view sounds attractive with improved understanding, higher quality engagement, and increased sales. But is the reality living up to the promise, and is your CRM actually costing your business revenue? During this session, we’ll discuss how to get an accurate customer picture and access the data you need, at the right time, in the right context.

Join Nicole France, Vice President and Principal Analyst at Constellation Research and David Campbell, Vice President of Product Marketing at SugarCRM, where you will learn the following:

  • How the quest for a 360 view can actually be an inhibitor to success
  • 360-degree vs holistic view
  • The role of context in the customer view
  • Leveraging Artificial Intelligence (AI)

Speaker Details

Nicole France

Vice President and Principal Analyst at Constellation Research

With over twenty years of experience as both technology analyst and practitioner, Nicole has a unique perspective on the trends and the practicalities of effective customer engagement. She focuses on migrating traditional CRM to next-generation customer experience strategies. Her work helps enterprises and vendors get the most from their investments.

David Campbell

VP of Product Marketing at SugarCRM

With over 30 years of experience in software and technology, David has successfully conceived, developed, launched, and campaigned multiple, industry-leading products and services in various markets.

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