California, USA – Global software company SugarCRM has recently introduced its new integrated ‘playbook’ functionality which allows support of guided selling and advanced CRM process automation.
Through the new functionality, the no-code toolset enables business users to easily design, visualise, and automate sales, service and marketing processes. SugarCRM customers can create playbooks and templates for sales plays, sales methodologies, guided selling, service processes, lead nurturing and more.
Said functionality follows the recent acquisition of plug-in solutions AddOptify, a provider of guided selling solutions for SugarCRM customers worldwide. The solutions have aided SugarCRM customers through enabling mid-market companies to translate their customer engagement best practices into playbooks to optimise both the user and the customer experience at every stage of the customer journey.
For the company, the need for sales engagement technologies was accelerated by the pandemic and their use is increasingly becoming a key factor in defining and distinguishing high-functioning customer-centric sales organisations.
Rich Green, chief technology officer and chief product officer at SugarCRM, said that the new functionality will allow customers to leverage proven playbook capabilities within the Sugar platform to streamline sales processes, improve marketing operations and optimize customer service execution.
“This empowers sales, marketing and customer success teams to boost buyer engagement, drive greater customer trust and satisfaction, improve win rates and increase revenues. It also reflects Sugar’s commitment to offer more no-code/low-code capabilities designed to put change in the hands of non-technical business users,” Green stated.
In the near future, SugarCRM plans to provide additional out-of-the-box playbooks and templates for processes including lead qualification, customer on-boarding, case management, troubleshooting and other human-in-the-loop customer interactions spanning the sales, marketing, and service realms.