Forbes: On CRM: 5 Cutting-Edge Tools To Ensure The Integrity Of Your CRM Database

Forbes: On CRM: 5 Cutting-Edge Tools To Ensure The Integrity Of Your CRM Database

Customer Relationship Management systems, despite what all the vendors will advertise, are nothing more than databases. And the best CRM systems I know of at my clients have the most accurate, up-to-date and complete data that their sales, marketing and service teams use to generate new business from both existing and new customers.

It’s easier said than done. But a sweeping changes are happening. That’s artificial intelligence. New AI technology are powering a myriad of cutting-edge tools that are helping businesses of all sizes achieve database nirvana. Here are five that recently caught my eye.


Headquartered in Fredericton, NB and Miami, FL and with offices in the U.S., the U.K, Canada and India, Introhive recently raised $100 million in a Series C round of funding to do strategic acquisitions and expand its global footprint and I can understand the attraction for investors. The 240 person company makes an AI-based application that synchronizes information from emails and other business systems into various CRM systems and then helps identify, score and map relationships across an organization’s team. The tool is used by larger companies from PwC to Colliers International but it’s technology certainly could be helpful for smaller and mid-sized organizations that prioritize having the most accurate and updated data possible.

True Influence

Brands like Adobe, Staples and SAP use True Influence’s “triangulation” tools to help marketing and sales people leverage their CRM data to identify the intent of B2B decision makers, wherever they are engaging with a company’s content. The company recently announced that is now offering 80 million verified professional contacts in its marketing cloud that will “allow customers to extend the value of their campaigns by supplementing the leads delivered with additional intent-driven contacts at similarly targeted companies.” The company says it validates all contact records it provides to CRM systems for complete and up-to-date information so that they are “real, employed, and reachable.”

Conversation intelligence platform released a new product that’s native for Salesforce called Momentum. What it does is aggregate every interaction from emails, calls, and video meetings and then uses its propriety AI technology to highlight key moments across the relationship history so that a sales team can better evaluate deal risks and pipeline opportunities.

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