Exclusive Video Interview with SugarCRM’s CEO Larry Augustin

CRM is a rapidly moving industry, but from time to time, it can be nice to take a moment to reflect on its current state and what lies ahead. SugarCRM’s CEO Larry Augustin recently stopped by CRM magazine’s New York offices to chat about the company’s expansion and acquisitions, enhancements to the SugarCRM platform and marketplace, and improvements scheduled for the new year.

For Sugar, “the next wave of CRM is in helping individuals do their jobs automatically,” Augustin told CRM magazine. This means arming customer-facing professionals with tools that can import data into their systems so that they don’t have to, while enabling them to figure out their next moves. 

“One of our views is that CRM needs to help a company manage the full customer lifecycle across the business,” Augustin added. “That means not just sales, but [also] marketing...customer service and support—all of those people and processes in a company interacting to help serve the customer.”

Click on the video below to view excerpts from the interview. 

[Video produced by David Myron.]

Related Articles

At SugarCon, SugarCRM Adds Data Enrichment, Machine Learning, and Intelligent Agent Technology

People and technologies need to come together to let customers design their own experiences, speakers suggest.

At SugarCon, SugarCRM CEO Outlines a Plan for Digital Transformation

Larry Augustin says that CRM has to move from a "system of record to a system of engagement." Also, SugarCRM announces an enhanced partnership with IBM and an integration with 3CLogic.

SugarCRM Partners with Wipro to Deploy CRM Systems for Global Companies

In aligning with the systems integrator, SugarCRM looks to bolster its enterprise offerings.