The fourth industrial revolution is changing the way we do business today. Market leaders have integrated CRM with AI, IoT, and cognitive services, while staying focused on the CRM fundamentals, such as core sales, marketing, and services functionalities.

Smarter technologies, such as AI and robotics, will be driving the innovation in CRM; enterprise-level companies are demanding solutions that are easy to integrate with existing platforms both on-premise and in the cloud. The focus will be shifted toward ML, big data, automation, and other smart technologies that are tightly integrated with CRM and office productivity tools.

In designing a sustainable CRM strategy, it is legitimate to ask how CRM platforms today will differ tomorrow. The challenge is twofold; on the one hand, you need to integrate and leverage big data across the organization and on the other hand, you need to expand your applications into the cloud seamlessly. Your CRM platform must leverage cloud...