Unless you’ve been living under a rock for the past few months, you’ve probably heard that CRM powerhouse Salesforce is acquiring hypergrowth collaboration platform innovator Slack for nearly $28 billion. As Marc Benioff said, [“this] is a story of two companies coming together and it’s a 1+1=3 equation. This is Salesforce and Slack. It’s really a marriage made in heaven.”

And Salesforce is not alone: Microsoft invested $250 million in growing sales and partner support for Dynamics 365 and Power Platform. Not to mention the company’s significant bets on Microsoft Teams as a messaging and collaboration platform. In fact, during an earnings call in October 2020, CEO Satya Nadella talked about the way that the 115M Microsoft Teams users were creating a platform effect and driving usage for Microsoft’s Dynamics CRM, a Salesforce competitor.

And even more recently, SAP and Microsoft extended their partnership by integrating Microsoft Teams with SAP Sales Cloud to “simplify remote selling processes by bringing greater speed and productivity for account executives who no longer need to switch between apps.”

At Troops, we’ve been connecting data and business processes in Salesforce with people in Slack for almost five years, improving visibility, data quality, productivity, and performance for go-to-market teams at high-growth companies like Slack, Stripe, Twilio, Snap, and more. In addition, we’ve added support for systems like HubSpot, Intercom, Jira, Outreach, Gainsight, Zendesk, and Microsoft Dynamics...all which are now available for Microsoft Teams.

How Are CRM and Messaging Being Used Most Effectively Today?

That’s why we did a recent survey to assess the state of CRM and messaging in the market. We fielded the survey in January, and received nearly 200 responses representing different GTM functions and levels, company sizes, and tech stacks.

The results were very interesting. You can download the full report by filling out the form below or read on to see a few of the highlights.


Download the full report



It’s Still Early, and MS Teams lags Behind Slack in Maturity

MS Teams customers lag Slack customers in terms of integrating CRM, but still less then 1⁄2 of Slack customers are actually integrated. For Salesforce customers, messaging-based channels have already surpassed Chatter revealing that real-time messaging is the new place for customer 360 and account based collaboration.

Codeless Workflows for Everyone2

Only 18% of Salesforce customers use Chatter heavily, versus 44% that use specific messaging channels for account-based and other forms of collaboration which is indicative that enterprise messaging platforms will ultimately replace chatter.

You have to integrate CRM and messaging to get Customer 360.

There’s an enormous opportunity to leverage messaging platforms to increase visibility into customer needs, improve productivity and engagement, and build stronger, more strategic customer relationships.

CRM + Messaging top reasons graph

Integration strategies need to accommodate multiple systems AND instances. 

Many companies, especially at the enterprise level, have yet to unify on a single messaging platform.

Amongst survey respondents, 37% of companies are using more than one messaging system. Over 20% indicated that more robust functionality and flexibility as well as connections to other systems and data were their primary integration challenges.

It’s not surprising that 82% of native CRM integration users are also relying upon an additional 3rd party solution to achieve additional capabilities.


The future is codeless.

GTM operations teams handle 63% of integration management, mostly relying on third-party tools.

And 33% of integrations and automations are built and managed by people outside of ops and IT such as frontline managers, indicating that the future is empowering the entire enterprise to autonomously build codeless workflow.

Codeless Workflows for Everyone

These are just a few of the many insights from this study. If you want to learn even more about what the best companies are doing, what’s really happening with CRM and messaging, and where we see things heading download the full report!


Download the full report




Scott Britton

Written by Scott Britton

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