By Miranda Pocock
| Agentic AI is changing the conversation around CRM. For years, we’ve been talking about systems that log activity, store interactions and help teams stay organised. Useful, yes – but hardly transformative. Now we’re entering a phase where CRM can interpret signals, anticipate needs and support decisions across the entire customer lifecycle. Preparing your CRM for Agentic AI is a shift that feels genuinely exciting. |
But here’s the part organisations are quickly discovering: none of this intelligence works without the right data foundations.
In our new practical guide, developed jointly with Informatica, we dig into why AI agents can only act with confidence when the information behind them is accurate, consistent and understood across the business. If the data is fragmented, duplicated or poorly governed, the AI will simply amplify those issues. And that’s not the kind of “intelligence” anyone wants.
The truth is, many organisations are now realising their CRM wasn’t built with this future in mind. CRM projects have historically prioritised speed, usability and getting teams up and running. Enterprise‑wide data quality, governance and shared definitions were often “phase two” items that never quite made it to the top of the list. That was manageable when CRM was a front‑office tool. It’s far less manageable when AI is making decisions based on what it finds inside those systems.
The good news? The organisations getting ahead aren’t doing anything abstract or theoretical. They’re focusing on the fundamentals – strengthening data quality, clarifying ownership, aligning definitions and treating master data as a first‑day priority rather than a clean‑up exercise. They’re also recognising that CRM can’t sit outside the enterprise data strategy anymore. Not if they want AI to operate with confidence.
In the guide, we explore what this looks like in practice. We unpack why “good enough” data is no longer enough, what an AI‑ready foundation actually involves, and how organisations are already making meaningful progress. We also share real examples of companies that have strengthened their CRM foundations and, as a result, unlocked more reliable reporting, smoother processes and more connected customer experiences.
If you’re thinking about preparing your CRM for agentic AI – or you’re feeling the strain of fragmented data – this guide is a useful place to start.
Read the full practical guide here
Inside, you’ll discover:
- Why agentic AI raises the bar for CRM data
- The four fundamentals of trusted, AI‑ready information
- How to decouple data management from CRM applications
- The role of governance, lineage and shared definitions
- How organisations are already transforming CRM outcomes through stronger data foundations
If AI is the future of CRM, data is the foundation. This guide shows you how to build it.
