Do Marketers Have Too Much Technology Doing Their CRM? - eMarketer

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eMarketer Interview

Do Marketers Have Too Much Technology Doing Their CRM?

Preview from eMarketer PRO

An interview with

Matthew Tharp

Chief Evangelist, Bpm'online

Topics: Marketing

Interview summary

Marketers work tirelessly to track customers on their journey, and often implement new technologies for assistance. But technology doesn’t always streamline the process. In fact, too much technology—or too much of the wrong technology—can hinder their progress. Matthew Tharp, chief evangelist at customer relationship management (CRM) and business process management (BPM) platform Bpm’online, spoke with eMarketer’s Tricia Carr about the industry’s app proliferation problem and potential solutions.


eMarketer: Bpm’online’s latest software update included artificial intelligence (AI) and machine learning integration. Obviously AI is in demand right now, but what specific cues have you gotten from the industry that prompted this move?

Matthew Tharp: The overall trend in the industry is how companies like ours can help organizations manage the ever-growing volume of data they’re creating and harnessing. But we’re also a process-focused company, so that means we’ve always been focused on automation. In our point of view, AI is the next evolution of a way for systems to be productive members of an organization.