Artificial Intelligence Will Never Transform Business Process Unless We First Fix CRM Data

At Dreamforce, Artificial Intelligence or "AI" was the buzzword of the year. We saw the launch of Salesforce Einstein and many other companies refining their messaging towards how AI will transform sales, marketing, and even customer success process. The vision behind this is bold and Einstein, if it delivers, will transform how people engage with customers. Yet I'm concerned about the viability of these products at scale: most CRM and marketing automation data isn't high quality enough to deliver on the promises of AI. We're all focused on how to make our applications smarter, but few, if any companies, have data governance policies with regards to how sales reps input data or how marketers capture inbound customer data.