Understand and Grow Customer Relationships with an Excellent CRM Integration: SugarCRM and IBM UBX

Laurence Leong —  February 4, 2016 — 1 Comment

(Editor’s note: The following blog post originally appeared on IBM’s commerce blog on February 4, 2016)

In the digital world, customer journeys have become much more complicated than they used to be. Customers may research a product or service online or via social media, visit the vendor website, or react to paid or owned media. They may talk to a vendor and/or its competitors at a tradeshow, or they might get around to talking to a vendor’s sales or call center reps. Many of these touchpoints in the complex journey involve separate technology solutions: a web personalization tool, a social media tool, a campaign management tool, or a CRM system being used by sales and call centers.

CRM can be an invaluable tool for designing, optimizing and coordinating the entire customer experience across all of these touchpoints. Although, what’s needed is a way to more easily tie together all the events across the journey, regardless of the systems and technologies that drive the interactions. IBM’s Universal Behavior Exchange (UBX) facilitates seamless connectivity of customer identities and events across channels, apps, and data sources to make this integration far easier.

SugarCRM enables businesses to create extraordinary customer relationships with an innovative, flexible and affordable CRM solution. SugarCRM’s integration into IBM UBX makes it easier to connect with all the systems and applications that drive digital interactions with customers, keeping sales and service reps fully informed about other activities and events that their customer has experienced. With SugarCRM and the IBM UBX ecosystem, organizations can more easily manage customer experiences across the entire customer journey, regardless of which tools are used to manage individual touchpoints.

Learn more about SugarCRM and IBM Marketing Solutions.


SugarCRM’s integration with IBM UBX makes it easier to understand and coordinate interactions across the entire customer journey.


Laurence Leong


In my current role as Senior Director, Strategic Alliances for SugarCRM, I focus on joint go-to-market and business development for SugarCRM global strategic alliances including IBM, Wipro, Infosys, and others. These alliances bring the innovative value of Sugar to some of our largest global customers, through consulting and systems integration, complementary product integration and value-added solutions. Previously, I held a number of roles in IBM including managing several IBM business units in IBM Software Group, and managing alliances and channels. I'm based in Cupertino, California.

One response to Understand and Grow Customer Relationships with an Excellent CRM Integration: SugarCRM and IBM UBX

    Margarita Tulagan Cambay February 16, 2016 at 11:33 pm

    Interesting, I’d love to join your team as what you do excites me, and I believe I will really do well…

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