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AI and Machine Learning Power CRM for Sales Effectiveness

Here are some thoughts on the role of AI in CRM and sales engagement on the heels of Hubspot’s acquisition of Kemvi as published in CMSWire and Martech Advisor. Click on the links to read the complete article and reactions from other marketing leaders.


Speaking about the recent trend where martech companies have shown a considerable amount of interest in acquiring smaller independent AI firms, Ajay Khanna, VP of Marketing at Reltio says

He adds, “However, most companies aren’t ready for any form of cognitive computing because their data is in such poor shape. Interestingly, an important use case for machine learning is to help with data consistency and accuracy to improve data quality, uncover patterns and detect anomalies as a first step. A modern data management platform must support that to ensure success. Once organizations have reliable data in place, they can use machine learning to make intelligent recommendations to sales and marketing so they can engage with the right customer, at the right time, with the right offer.”

Read more on applying AI and machine learning to data in context.