The competition among CRM vendors remains fierce to snap up the remaining green field
territory while still boxing out competitors and continuing to reduce customer churn.
Recently the space has experienced an overhaul expanding from primarily sales-focused to
be customer-centric and focused on the full customer life cycle, from first impressions with a
brand to post-sale service and follow-up. As a result, the most successful vendors are
offering an integrated platform that is customer-centric rather than role-centric. Additionally,
investment this year focused on automation, integration with other applications and tools to
reduce overall IT complexity, continued progress with integrated analytics and AI-based
functionality, and enabling remote collaboration, training, and data access to accommodate
the workforce-wide shift to adopt remote work en masse.