Why SugarCRM acquired AI specialist Node

In acquiring Node, the CX outfit saw an opportunity to seamlessly integrate artificial intelligence into its platform and complete marketing attribution

SugarCRM recently acquired artificial intelligence (AI) outfit, Node, which leverages CRM and external data sources to deliver improved predictability across businesses. The acquisition fuels Sugar’s time-aware CX platform by forecasting expected outcomes and highlighting previously unforeseen challenges and opportunities.  

SugarCRM CEO, Craig Charlton, explained to CMO the Node acquisition is like the missing piece of the puzzle. “Of our four key pillars, one of them is becoming a time-aware customer experience platform,” Charlton said.

“It’s creating a platform where you can roll back history and pick up anomalies and correlations and predictions. But then you could also roll forward and actually predict, to give a customer experience equivalent of a crystal ball,” he continued.

The business was working on this two-way intelligence process when the came across Node and with this acquisition skip forward two or three years’ worth of work and have a new solution that fits seamlessly into the SugarCRM platform.

Through AI, SugarCRM will be able to look at data which companies hadn’t even thought to gather and spot patterns that they wouldn’t have otherwise been able to see. It can then build highly detailed ‘high definition’ pictures of customers to deliver HDCX.

SugarCRM knows forging valuable insights from their data is a perennial issue for companies, yet deep learning models are limited by the quality and quantity of input data, which is often inaccurate or incomplete. Charlton said Node’s deep learning models identify signals with up to 81 per cent greater accuracy than heuristic-based approaches to deliver two key benefits - predictability and performance.

"With this acquisition, we’re turning our attention from being generic to being absolutely focused on success cases for SugarCRM customers so they can get an even more heightened level of accuracy once they get really intimate with understanding the SugarCRM back-end and logic,” Charlton explained.

Scenarios that the SugarCRM with Node can be put to work on include a shopping list of some of the most critical elements in responsive customer service. It includes identifying customers most likely to churn, giving precious runway to remediate and engage with customers in the most strategic way possible; predicting the likelihood of conversion from lead scoring models; insight-driven forecasting; seamless recommendations for add-on products during the right phase of the customer journey; marketing attribution on spend and activity; improving customer engagement models through predictive case routing and contextual data in real time.

“For marketers, much improved accuracy in lead scoring and identifying segments and customer profiles, looking at things like early-stage trending and scoring, and ultimately we want to get to full-blown marketing attribution. We believe we can do all of this through the Node acquisition,” Charlton said.

“Marketing attribution is an enormous challenge. It’s something marketers are always getting queried on by executives. And we’ve been working on those use cases and we believe we can now deliver on that far easier with Node. Again, it comes back to that performance and predictability.”

While Charlton believed tapping AI gives SugarCRM a crucial point of difference from the competition, and by taking the marketing automation data from the CRM together with the external repository of curated data, enables the deep learning models to achieve a high degree of accuracy. And with that, it’s about democratising the power of AI.

“Whereas most AI projects are big, complex, massive technical engagements where you're bolting together a whole variety of different products, we want to embed this technology directly into SugarCRM for the benefit of all of our customers. So it's not a big spend, they don't have massive technical teams at their disposal and they don't need to have really big budgets. We’re making this available to all our customers,” he said.

Looking at the Covid business landscape of 2020, Charlton told CMO it’s been something of a wake-up call for those dragging the chain on their digital transformation plans. The company is seeing a lot of a lot of interest from organisations looking at their entire CX strategy and figuring out, in order for them to be very successful, or in some cases how they can survive, how they need to improve.

“They really have to up the ante in terms of customer experience,” he said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.


Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in