SugarCRM held its annual user conference, SugarCon, earlier this week in San Francisco. Over 1,200 people were on hand to see what direction the company was taking its platform in. And while many of its competitors are expanding their offerings to include ecommerce, configure-price-quoting (CPQ), marketing automation and other related areas, SugarCRM CEO Larry Augustin emphatically stated that Sugar is staying true to its CRM roots and explore the many ways CRM can be even more important to business success in the near future. I had a chance to speak with Augustin and hear how the company is looking to bring the latest and greatest technology developments to the platform to make CRM a system more relevant, and attractive, for sales professionals to turn to in order to build successful relationships with modern consumers. Below is an edited transcript of that conversation, as well as the video of our full conversation.