Weekly CRM + AI Executive Brief - 11 March 2026
LinkedIn
March 11, 2026
This week’s CRM + AI Executive Brief highlights why many organisations are still missing the prerequisites to scale AI effectively.
Inside:
- Microsoft’s “Frontier Transformation” vision.
- SMBs building AI-generated CRM systems.
- Salesforce repositioning Marketing Cloud.
- Salesforce CIO study: Enterprise AI adoption rising by 282%.
- Why unified CRM data is becoming the strategic battleground.
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Tags: Agentic AI, CRM, Digital Transformation
Weekly CRM + AI Executive Brief - March 4, 2026
LinkedIn
March 04, 2026
Sharing this week’s CRM + AI Executive Brief. Key highlights:
1. Salesforce launches telecom-specific CRM AI agents (Agentforce for Communications).
2. Gartner predicts ~40% of apps to include AI agents by end of 2026.
3. Strategic partner consolidation in AI-CRM ecosystem.
4. Salesforce expands AI agent capabilities with Momentum acquisition.
5. Expert insights: AI adoption depends on workflow integration rather than task automation.
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Tags: Agentic AI, AI Orchestration, CRM
The CRM + AI playbook - Weekly Executive Brief (Feb 25 2026)
LinkedIn
February 25, 2026
This week in CRM + AI: The move toward autonomous execution is accelerating.
Here is your Executive Brief. What matters, and why it matters.
1. Salesforce accelerates the development of Agentforce AI stack.
This confirms Salesforce’s strategic focus on building core AI infrastructure for CRM.
2. CRM software vendors are accelerating the shift from support automation to agent-led execution.
CRM is now moving from assistive tools to autonomous execution platforms.
3. Salesforce Engineering: « AI memory is the key missing layer in CRM ».
Memory enables continuity and context. Without it, AI can assist but not operate autonomously.
4. Microsoft introduces AI agents for data entry and data exploration.
This confirms the move in CRM from passive record-keeping to automated task execution.
5. CRM experts reaffirm on Reddit the practical value of AI agents in CRM workflows.
This points out how AI is actually changing everyday CRM tasks like leads and follow-ups.
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Tags: Agentic AI, AI Orchestration, CRM
The CRM + AI playbook - Weekly Executive Brief (Feb 18, 2026)
LinkedIn
February 18, 2026
This week’s highlight:
1. Microsoft vs Salesforce: Your CRM platform choice is now an AI strategy decision.
2. Multi-agent CRM architectures are becoming the new enterprise baseline, but governance is lagging.
3. Slack and Teams are becoming the primary interface to AI agents.
4. CRM roles are shifting from platform specialists to workflow architects and AI orchestrators.
Quick takeaway:
- Early adoption is widespread but uneven. Platform choice is now an AI strategy decision, not just a CRM feature choice.
- Executives must rethink talent, governance, and platform strategy for multi-agent environments.
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Tags: Agentic AI, AI Orchestration, CRM
The CRM + AI playbook - Weekly Executive Brief (Feb 11, 2026)
LinkedIn
February 11, 2026
This week’s Executive Brief: Agents are emerging as the new interface for CRM.
1. Microsoft pitches AI agents to bypass traditional CRM interfaces.
2. OpenAI launches “Frontier” enterprise AI agent management platform.
3. “AI doesn’t reduce work. It intensifies it”, says new UC-Berkeley research.
4. AI moves from hype to impact in 2026, according to Forrester.
5. Governance and trust are becoming critical enterprise considerations, say CRM experts.
My take: As AI expands, executives really need to rethink governance and compliance frameworks.
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Tags: Agentic AI, AI Orchestration, CRM
The CRM + AI Playbook: Weekly Executive Brief - Feb 4, 2026
LinkedIn
February 04, 2026
AI orchestration has become a board-level topic in CRM + AI.
In this week’s Executive Brief, I break down:
- Salesforce expanding MCP support and third-party integrations
- Snowflake embedding OpenAI into enterprise data
- AI genuinely replacing CRM tasks
- Orchestration emerging as a strategic dimension
- Independent benchmarks expose gaps in AI agent performance
From MCP expansion at Salesforce to Snowflake and OpenAI, from real task replacement to independent benchmarks, one signal is clear:
The conversation is no longer about if AI works, but how it is governed, scaled, and trusted.
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Tags: Agentic AI, CRM, Digital Transformation
The CRM + AI Playbook: Weekly Executive Brief - Jan 28, 2026
LinkedIn
January 28, 2026
This week in CRM + AI, what struck me isn’t the new features. It’s who is actually controlling AI inside the enterprise.
A few things stood out to me:
1. CIOs favor enterprise-wide AI over CRM-specific tools, new survey shows.
2. Enterprise AI competition heats up: Salesforce vs. ServiceNow.
3. Salesforce pushes “last-mile” AI adoption, from pilots to integrated operations.
4. MIT Technology Review highlights shift from pilots to enterprise-wide AI integration.
5. World Economic Forum deploys agentic AI for executive decision support.
The way I see it, the real challenge now is not technology. It is about how
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Tags: Agentic AI, CRM, Digital Transformation
What Spotify teaches us about operationalizing AI
LinkedIn
February 27, 2026
I recently came across a very interesting article from the IMD Business School about how Spotify is operationalizing AI.
Not in its app, which is already well known, but how Spotify is bringing AI inside its entire organization.
This is not about models, algorithms, or platforms. It is about how an organization prepares itself to work differently.
For anyone involved in CRM, digital transformation, or executive leadership, Spotify provides a highly practical case study.
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Tags: AI Governance, AI Orchestration, CRM
Why the Control of AI Agents Is Driving So Much Debate
LinkedIn
February 10, 2026
Vendors are racing to become the AI control tower. Organizations are deploying AI agents everywhere.
The debate is entering an intense phase:
1. Should enterprises rely on cross-enterprise AI platforms like Microsoft Copilot, Google Gemini, or IBM WatsonX?
2. Or should they prioritize process-embedded AI such as Salesforce Einstein inside core business systems?
Between these two models sits a critical question:
How do we control AI agents at scale? Without losing governance, security, or accountability?
As AI moves from isolated pilots to multi-agent ecosystems, orchestration becomes a board-level concern.
Not because AI is more powerful. But because it is more distributed across systems, teams, and decision layers.
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Tags: AI Governance, AI Orchestration, CRM
AI maturity is a reflection of leadership. How ready is your organisation?
LinkedIn
January 27, 2026
If you’re considering AI in your organisation, ask yourself: Are you ready?
One of the greatest rethinks is taking place for many executives. And it is far from the glossy world of AI described by the media. It is about actual readiness of your organisation to adopt AI.
AI is no longer just a technology experiment. It is the mirror for your organisational readiness. It exposes gaps in strategy, processes, and adoption..
In this article, I take a deeper look at how organisations can assess their AI readiness. In general, and with a Salesforce twist. Because in the end, maturity is what determines real impact.
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Tags: Agentic AI, CRM, Digital Transformation
What It Really Takes to Scale Salesforce AI Across the Organisation
LinkedIn
January 13, 2026
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.
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Tags: Agentic AI, CRM, Digital Transformation
Avoiding AI Agent Washing: Lessons for CRM in 2026
Linkedin
January 02, 2026
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Tags: Agentic AI, CRM, Digital Transformation
Principal Consultant
Fluido
January 01, 2020
Responsible for business development, sales, and delivery. On the delivery side, lead global CRM transformation initiatives, standardizing processes, integrating systems, and ensuring adoption. Support clients to fully leverage Salesforce Clouds and the Agentforce AI suite, to maximize CRM ROI and value realization.
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Tags: Agentic AI, CRM, Transformation
AI Agent "Washing" 2026: Whiter than white?
LinkedIn
December 22, 2025
In 2026, the conversation around AI agents will need a dose of honesty.
On paper, “autonomous AI agents” sound like a nice way to make operations smarter. Shiny demos, confident slides. It usually feels reasonable. Until you start measuring what actually happens on the ground.
Experience suggests a slightly different story than what marketing loves to tell. Gartner predicts that by 2027, over 40% of agentic AI initiatives will quietly be abandoned.
Not because the technology failed. But because ambition outran reality. Because the business case was never clear, costs spiraled, and suddenly the hype doesn’t survive contact with the day-to-day reality.
What’s interesting is not the agents themselves. It is that we are very bad at seeing through the hype and assessing the operational impact in complex environments. Most organisations already know this. They just don’t act on it.
I explore this a bit more in my latest article. Why this happens and trying to find an answer to what that means for CRM in 2026.
If you are curious about AI agents, maybe you will find something useful in it.
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Tags: Agentic AI, CRM, Digital Transformation
2025 trends: How AI will reshape CRM. A critical analysis.
LinkedIn
December 06, 2024
By 2025, advancements in AI will continue to reshape CRM fundamentally, driven by industry leaders like Salesforce, Microsoft, and other innovators. In this article, I discuss how recent advancements point to four key trends driving this shift.
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Tags: AI, CRM, Digital Transformation
5 warning signs your CRM is failing and how to fix it.
LinkedIn
September 30, 2024
I discuss in this paper how outdated CRM systems impact business growth negatively and I outline ways to fix it. I argue on the importance of selecting the right CRM platform, vendor, and consulting partner to ensure long-term success and scalability.
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Tags: Business Strategy, CRM, Digital Transformation
Integrating complexity: How Salesforce’s acquisition strategy shapes its multi-cloud approach.
LinkedIn
September 11, 2024
In this paper, I explore how these acquisitions have enhanced Salesforce's capabilities while also introducing complexities for CRM professionals who must integrate and manage these diverse technologies. I aim to highlight both the opportunities and challenges that come with Salesforce’s continuously evolving landscape.
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Tags: CRM, Digital Transformation, Innovation
CRM Transformation is a Driver for Innovation
LinkedIn
August 12, 2024
CRM is seldom considered from the perspective of business transformation. Many executives see it merely as an operational tool, but in my experience, it is much more than that. The real power of CRM lies not just in the software, but in the transformative process of integrating it. This transformation is a catalyst for innovation, unlocking new possibilities for growth and efficiency.
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Tags: CRM, Digital Transformation, Innovation
Solving Complex Challenges: Strategy Design vs. Systems Thinking
Fluido
June 20, 2024
Addressing complex problems requires powerful methods, and two of my favourites are Strategy Design and Systems Thinking. These approaches help C-level executives navigate challenges effectively.
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Tags: Customer Experience, Digital Transformation, Project Management
Weekly CRM + AI Executive Brief - 11 March 2026
