The CRM + AI Playbook

  • What It Really Takes to Scale Salesforce AI Across the Organisation

    Scaling Salesforce AI isn’t a technology upgrade. It’s an organisational choice. This newsletter discuss how leaders can assess readiness, prioritise use cases, and turn pilots into real, organisation-wide business impact. AI at scale: Why good intentions aren’t enough Most executives say they want AI at scale. What they actually fund are pilots, feature tests, and…

  • Vibe Coding in Salesforce: Execution accelerator, not a thinking substitute

    Salesforce launched Agentforce Vibes in late 2025. It promises faster change with fewer intermediaries, but is speed enough to solve the hard problems? How I See It Salesforce launched Agentforce Vibes in late 2025. A moment many will call “significant.” The idea is simple: You express intent in natural language, and an AI agent turns…

  • AI Agent “Washing”: Lessons for CRM in 2026

    “AI agents” promise autonomy, but often deliver little more than rebranded workflows. In 2026, spotting hype from real impact and what I call “agent washing” will be essential for CRM success. If you have spent time around CRM projects, you know the pattern: Every few years, a new wave of terms hits the airwaves: “Smart…

  • 2025 trends: How AI will reshape CRM. A critical analysis.

    Thomas Kurian, CEO of Google Cloud, recently said, “The convergence of AI and CRM will redefine how businesses understand and engage with customers.” This observation reflects well the transformative shift underway in customer relationship management. By 2025, advancements in AI will continue to reshape CRM fundamentally, driven by industry leaders like Salesforce, Microsoft, and other…

  • 5 warning signs your CRM is failing and how to fix it.

    Your CRM can really put you at a competitive disadvantage if outdated. That’s what I have learned from the field. Missed business opportunities, lost market share, and revenue stagnation often result from a CRM that simply cannot keep up. You know you are just playing the wrong game. In my career, I have identified 5…

  • Integrating complexity: How Salesforce’s acquisition strategy shapes its multi-cloud approach.

    Salesforce’s recent acquisition of Informatica highlights the company’s long strategy to expand far beyond its core CRM platform. This acquisition is a strategic move by Salesforce to enhance its capabilities in data management. Over the years, Salesforce’s strategic acquisitions have significantly broadened its product offerings, creating an ecosystem that spans across multiple clouds, solutions and…

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Didier Dessens

CRM + AI Transformation consultant