Forrester and Salesforce researched how organizations are using AI in strategy, specifically AI-powered customer relationship management (CRM) software.

An online survey of 773 global business decision-makers with responsibilities for their organization’s CRM and AI was conducted from August – September 2023.

Key findings include: 
1.) 92% believe a strong data strategy is critical to AI success, but 27% indicated that they lack a formal strategy.
— 39% said their organization has a formal data strategy, but it is not integrated across the business.
2.) The top technical challenges respondents’ organizations face with their current CRM system are data quality issues (47%), reliance on manual processes to synthesize the data (44%), and reliance on IT to set up or make changes (40%).
3.) 96% of respondents said that trust is critical or important when considering an AI vendor. 
— Specifically, they are seeking a vendor who can provide security protections, detect and mask sensitive data, and offer the use of AI features embedded in their CRM.

Learn how companies are integrating AI into strategy

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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