4/16/2025
Service providers help companies modernize CRM with industry-focused technologies for data, automation, ISG Provider Lens™ report says
STAMFORD, Conn.–(BUSINESS WIRE)– Enterprises in the U.S. are investing in new technologies and services from the Salesforce ecosystem as they navigate the rapid evolution of AI and explore its potential for their operations, according to a new research report published today by Information Services Group (ISG) (Nasdaq: III), a global AI-centered technology research and advisory firm.
The 2025 ISG Provider Lens™ Salesforce Ecosystem Partners report for the U.S. finds strong demand for some AI and data management offerings from Salesforce and related providers even as Salesforce’s revenue growth slows in the U.S. In a mature customer relationship management (CRM) software market like the U.S., investment in CRM-related software and services depends in large part on the replacement of legacy products and the introduction of new products that go beyond traditional CRM functionality, ISG says.
“Though U.S. companies are first to adopt many new Salesforce features, most are facing limited IT budgets and need a quick return on CRM investments,” said Bill Huber, partner, digital platforms and solutions, for ISG. “Their attention is focused on accelerated time to business case realization for CRM tools and services that meet their industry’s needs, especially when it comes to data and AI.”
The ability to access and use big data is the main source of CRM’s enterprise value, and the growing capabilities of AI can extend its value through analytics, automation and efficiency, ISG says. Many large companies in the U.S. have already implemented data lakes, data quality and governance tools and one or more generative AI large language models (LLMs) for proprietary data.
Demand for Salesforce Data Cloud is rising on the strength of its Zero Copy capability, which allows organizations to access data from original sources instead of replicating it in multiple locations, ISG says. As the need for high-quality, easily available data increases with new AI applications, zero replication can reduce storage costs while providing a single source of truth for each bit of data needed for human or AI-driven decision-making.
U.S. enterprises are also quickly adopting Salesforce’s industry clouds, designed for use by industries including communications, utilities and the public sector, ISG says. Salesforce improved industry clouds and expanded their availability in 2024. Though they can be more expensive than standard Salesforce cloud offerings, the industry clouds prevent companies from having to customize industry-agnostic CRM applications, ultimately saving money on software maintenance and updates.
Midsize enterprises in the U.S. are embracing offerings from Salesforce ecosystem providers that distill industry-focused large-enterprise CRM capabilities into more affordable packages, ISG says. These include tools for integrating GenAI into existing processes and creating new AI-enabled workflows.
Continue reading the press release on the ISG website.
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