Can AI help Oracle take on Salesforce to boost B2B sales?

by | Sep 6, 2022 | Technology

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When Oracle announced its next generation of Fusion Sales in late July, as part of its Oracle Fusion Cloud Customer Experience (CX) powered by artificial intelligence (AI), a PR representative wrote in an email to VentureBeat that the product “raises the bar for the entire industry and stomps all over Salesforce’s territory.” 

While Salesforce declined to comment on Oracle’s claim, it is clear that Oracle is looking to use AI and machine learning (ML) to compete with the customer relationship management (CRM) giant as well as fend off related startups like Gong and Salesloft. The company says it believes its Fusion Sales is the next generation of CRM, focusing on helping sellers in an era of business-to-business (B2B) sales transformation. 

“Increasingly, we’ve realized that the way we built Fusion as a more modern cloud stack not only allows you to orchestrate processes all the way through from the front to the back, but to use machine learning to help people get their jobs done better with CRM tools,” said Rob Tarkoff, executive vice president and general manager of Oracle’s Fusion Cloud Customer Experience. 

The first generation of big tech digital sales tools (which include Salesforce and Microsoft Dynamics) were traditionally about sales forecasting and included a variety of third-party integrations, he explained. Now, Fusion Sales can help sales professionals plan campaigns, target key accounts across both advertising and marketing, and move through a unified selling effort that includes content management, advertising and sales orchestration. 

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