Companies Must Transform Their CRM Architectures, ISG Advises
destination CRM, Thursday, April 2nd, 2026
Companies can measurably improve sales productivity, forecast reliability, and customer retention using CRM with advanced artificial intelligence, but they need to transform their CRM architectures first, according to new research from technology research and advisory firm Information Services Group (ISG).
Through 2027, more than half of companies will not be able to deploy the latest AI technology for sales, customer service, and partner relationships because their processes and system designs are outdated, possibly limiting their revenue growth potential, ISG predicted.
Companies choosing CRM software should consider the provider's AI strategy, architectural flexibility, and ecosystem maturity in addition to functionality, ISG said. They should look for a balance between platform configurability and governance so adapting processes over time will not create excessive technical debt or customizations that limit future innovation.