AI-driven CRM platform provider, SugarCRM, has released integrated ‘playbook’ functionality to support guided selling and advanced CRM process automation.
The no-code toolset enables business users to easily design, visualise and automate sales, service and marketing processes. SugarCRM customers can create playbooks and templates for sales plays, sales methodologies, guided selling, service processes, lead nurturing and more.
The results are clearly defined, easily repeatable processes and workflows, while embedded analytics provide the ability to monitor progress and outcomes in real-time.
The functionality comes through the acquisition of AddOptify, a provider of guided selling solutions for SugarCRM customers worldwide. AddOptify has been providing the Customer Journey Plugin for SugarCRM since 2016, enabling mid-market companies to translate their customer engagement best practices into playbooks to optimise both the user and the customer experience.
“Sugar customers can now leverage proven playbook capabilities within the Sugar platform to streamline sales processes, improve marketing operations and optimise customer service execution,” SugarCRM chief technology officer and chief product officer, Rich Green said.
“This empowers sales, marketing and customer success teams to boost buyer engagement, drive greater customer trust and satisfaction, improve win rates and increase revenues. It also reflects Sugar’s commitment to offer more no-code/low-code capabilities designed to put change in the hands of non-technical business users.”
In the near future, Sugar plans to provide additional out-of-the-box playbooks and templates for processes including lead qualification, customer on-boarding, case management, troubleshooting and other human-in-the-loop customer interactions spanning sales, marketing and service.