Customer relationship management (CRM) has long been a mature, commoditized product category. An estimated 90% of companies with 10 or more employees already have at least one CRM system. And the major players in the CRM market are among the most established names in the industry — Salesforce, Microsoft, Oracle, and SAP.
But several key trends are shaking up the market for CRM systems, which encompass sales, marketing and customer service. First and foremost is generative AI, which has shaken up nearly every aspect of enterprise IT, but is having a profound impact on customer-facing applications.
