Scaling CRM in a Digital-First World

Q1. Could you start by giving us a brief overview of your professional background, particularly focusing on your expertise in the industry?

I bring over three decades of experience in enterprise software, with a focus on CRM, customer experience, and AI-driven transformation. I’ve operated at the executive level across both product and services, including leading global CRM practices at organizations such as Avanade and building SaaS product capabilities.
Today, my work centers on advising organizations and Microsoft partners on how to evolve from traditional CRM implementations to AI-enabled customer engagement models. That spans strategy, governance, operating model design, and execution using platforms like Dynamics 365.
From a buyer’s perspective, what matters most is that I’ve sat on both sides of the table, responsible for delivering outcomes at scale and accountable for the business impact those solutions create.

Q2. How are customer experience expectations evolving across industries, and how is that reshaping the role of CRM platforms?

Customer expectations have moved decisively toward proactive, predictive engagement. Customers expect organizations to understand their context, anticipate needs, and respond seamlessly across channels.
This shift is redefining CRM. It is no longer just a system of record; it is becoming the orchestration layer for…