At the heart of CRM is the benefit of having the customer record at the center of the data universe rather than multiple galaxies of transactions held in separate, transaction-specific apps. So the innovation lies in new and improved visibility for putting information to use in intelligent decision making. Companies that used to serve 100 are serving 10,000, and with this kind of scaling, better top-level tools and custom dashboards are where I see CRM continuing to morph and advance.