What strategies are companies in CRM & Customer-Experience Suites using to win

In CRM & Customer-Experience Suites, the following strategies are implemented by companies to win:

1. Specialize and Dominate a Vertical (The Best-of-Breed Approach)

This strategy involves becoming the undisputed leader in the CRM category by creating a deeply integrated, purpose-built platform. The focus is on providing the most powerful and comprehensive solution specifically for customer-facing teams.

Example: Salesforce Example: Salesforce's entire strategy is built around being the "#1 AI CRM." It reinforces this through its Customer 360 platform, which unifies all customer data, and by developing CRM-specific AI with its Einstein 1 Platform. Goals like Lead with Trusted AI CRM and Integrate AI into Core CRM Applications (Sales, Service, Marketing Clouds) demonstrate this deep vertical focus.

2. Integrate into a Broader Ecosystem (The Platform Play)

This strategy leverages a dominant position in an adjacent market (like productivity software or cloud infrastructure) to offer a CRM solution that is seamlessly integrated and convenient for an existing customer base. The value is in the frictionless experience and the power of the combined suite.

Example: Microsoft Example: Microsoft uses its massive Microsoft 365 and Azure footprint to its advantage. Its strategy is not just to sell a CRM, but to Reinvent Productivity and Business Processes as a whole. Goals like Integrate AI into Microsoft 365 and Enhance Dynamics 365 AI Capabilities show how they embed CRM functions directly into the daily workflows of millions of users, creating a powerful, built-in alternative to a standalone CRM.

3. Build a Defensible Moat Around Data and AI

This strategy centers on creating a unique platform that allows customers to securely unify their own private data and use it to power trusted AI models. The winner is the company that makes it easiest for customers to activate their data for tangible business outcomes.

Example: Salesforce Example: Salesforce is executing this with its Data Cloud, which it highlights as its fastest-growing product. The goal is to Harness the Power of Data by ingesting and harmonizing customer data to power its AI.

Example: Microsoft Example: Microsoft approaches this through its Intelligent Cloud and Intelligent Edge Platform. Its goal to Enhance Microsoft Intelligent Data Platform aims to integrate databases, analytics, and governance, using the power of Azure to provide a comprehensive toolchain for customers to use their own data safely.

4. Foster an Engaged Community and Drive Customer Adoption

This strategy recognizes that winning is not just about selling software, but ensuring customers are successful with it. It involves building a loyal community and providing extensive resources for training, support, and continuous improvement, which increases customer loyalty and reduces churn.

Example: Salesforce Example: This is a core strength for Salesforce with its Ecosystem and Community of 19 million "Trailblazers." Goals like Promote Strong Customer Adoption and Strengthen Trailblazer Community are central to its strategy, creating a self-supporting network of skilled users and advocates that is difficult for competitors to replicate.

Example: Microsoft Example: Microsoft focuses on this through broad skilling initiatives. Its goal to Expand AI Skills Initiatives in partnership with governments and institutions, along with LinkedIn Learning Solutions, aims to empower a massive global workforce to use its tools effectively, thereby driving widespread adoption and entrenchment.