As the CRM market eclipses the ERP market as the largest enterprise software category, and, more importantly, as CRM morphs into a category that drives customer success, we once again find ourselves on the doorstep of incredible opportunities to engage with customers at levels we could not have imagined. What is behind this rapid growth?

In my view, it is digital disruption. Cloud computing, social, predictive analytics, and mobile technologies have reduced market barriers, and pioneering companies are redefining business models across every industry. This rapid innovation is empowering customers with more choices, information, and power than ever before.

In response, companies are focusing on customer engagement to achieve business outcomes, whether it is through new client acquisition, increased wallet share, reducing customer churn, or improving the productivity of client facing roles and processes. In Bluewolf’s latest “The State of Salesforce” report, revenue growth and improving customer experience were cited three times more often than any other business challenge.

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