For many businesses, the CRM system was meant to be the centre of their commercial operations.

In reality, it often becomes something else entirely: a database that stores contacts, deals and activities, but rarely provides real insight or momentum. Sales teams update it reluctantly, marketing uses it inconsistently, and leadership struggles to trust the reporting.

This is where AI is starting to change the CRM game.

AI in marketing (in fact, in almost all thought fields) is having its “spreadsheet moment”.

Just like Excel didn’t replace finance teams - it replaced slow, inefficient finance - AI won’t replace marketing. But it will replace average marketing; the generic, repetitive, low-judgement stuff that drains time and produces little commercial impact.

In today’s B2B landscape, UK SMEs are under increasing pressure to grow, compete, and stay visible. But with digital channels evolving rapidly and buyer behaviour shifting dramatically, businesses need more than random marketing activity - they need senior marketing and sales strategy to steer growth.

Marketing isn’t one-size-fits-all - it’s the glue that connects strategy, sales, and customer value. For SMEs, the right marketing means tailored processes, cross‑functional collaboration, and practical plans that actually move the needle. Discover why fresh eyes can reveal quick wins and unlock growth momentum.

For more than 15 years, headlines have confidently predicted the “death” of email marketing. Social media, PPC, GDPR were all supposed to kill it as a viable conversion medium. And yet, here we are; email remains one of the most effective, highest-ROI channels available to B2B marketers - any marketers in fact.