SugarCRM’s new generative AI features make it easier to spot opportunities and create next steps

SugarCRM is adding generative AI capabilities to its customer relationship management (CRM) and sales automation software. By doing so, it hopes to help clients gain greater customer intelligence and increase productivity.

SugarCRM’s move is in line with other CRM platforms, such as Salesforce’s recent integration of Einstein Copilot, that are also adding generative AI capabilities to products. SugarCRM aims to separate itself from the pack by providing more functionality at a price that will attract midmarket enterprises and small to medium-sized sales teams.

What are SugarCRM’s generative AI features?

SugarCRM’s newest generative AI features take advantage of artificial intelligence libraries that monitor customer interactions. These retrieve key insights and metrics, giving SugarCRM users a more comprehensive understanding of customers and their behaviours. It then summarises this customer data and reports on potential opportunity strengths, weaknesses and risks. This, in turn, lets sales teams and sales managers better prepare for opportunities and anticipate client needs.

In particular, SugarCRM uses Sugar records to anticipate and predict expected outcomes, record important personnel and customer contacts, and monitor risks that may affect the outcome of deals and campaigns.

Using predictive analytics, the CRM also offers the next-best actions based on an opportunity’s current state and the competitors vying for the same or similar opportunities. All of this is targeted at helping SugarCRM users generate sales copy that converts leads and campaigns into sales.

It also adds support for language translation.

What SugarCRM customers think

“We have been amazed at the quality of the context that Sugar’s new GenAI functionality has been able to generate from our internal notes and sales data,” said Program Manager for Agency Operations at WFG Title, John Williams.

“In fact, after looking at these GenAI opportunity summaries, we determined there were a number of opportunities we may need to revisit. So, not only is GenAI doing the heavy lifting of summarisation, it’s helping ensure we don’t overlook an opportunity or miss a critical follow-up step in the sales process.”

Discussing how SugarCRM gives its midmarket customers an edge in the marketplace, Paul Farrell, Chief Product Officer of SugarCRM, added: “We continue to deliver technology that gives our midmarket customers a competitive edge.

“This is delivered through our time-aware business intelligence, AI and machine learning for sentiment analysis, close prediction, white space analysis and now generative AI for intelligent summarisation.”

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