SugarCRM Acquires AddOptify to Automate Business Processes

The deal will empower sales, service, and marketing teams with new capabilities to automate CRM processes

SugarCRM Acquires AddOptify to Automate Business Processes
CRMLatest News

Published: February 9, 2022

Charlie Mitchell

SugarCRM has acquired AddOptify, a provider of no-code customer journey design tools.

Such tools will integrate into the SugarCRM platform, enabling sales, service and marketing teams to design, visualize, and automate many CRM processes.

In doing so, users can create playbooks and templates to bolster processes that include guided selling, service workflows, and lead nurturing.

Excited by this functionality, Rich Green, Chief Technology Officer and Chief Product Officer at SugarCRM, adds:

Sugar customers can now leverage proven playbook capabilities within the Sugar platform to streamline sales processes, improve marketing operations and optimize customer service execution.

Through task automation, SugarCRM estimates that its new functionality will eliminate up to 90% of clicks across particular processes and customer journeys. The success of which companies can monitor in real-time through embedded analytics.

Yet, the acquisition also highlights how vendors are shifting their philosophy and rethinking the role of the CRM. No longer does the system only power internal processes, but it also plays a critical role within CX transformation strategies.

As a result, CX teams must understand the technology, not just developers. They must get closer to processes and create journeys that primarily fit the needs of customers, not the IT team.

Thankfully, the new features offer no-code/low-code capabilities that empower non-technical business users to build their ideal customer journeys.

Harnessing new AddOptify capabilities, SugarCRM will move forwards with this approach, providing additional out-of-the-box playbooks and templates for many more CRM processes.

Targeting lead qualification, customer onboarding, case management and troubleshooting, the vendor will continue automating business processes across the sales, marketing and service realms.




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