"Your AI Shouldn't Own the Relationship" The CRM Relationship Trap

Should AI own the customer relationship, or should it make human sellers better prepared?In this CX Today interview, Francesca Roche speaks with John Golden, Chief Strategy and Marketing Officer at Coevera, about why artificial intelligence should support B2B sales teams without replacing the trust, judgment, and nuance that complex relationships require.Golden argues that traditional customer relationship management (CRM) systems were often built as systems of record for management visibility, rather than practical tools that help salespeople understand and develop relationships. As buying committees grow and enterprise deals become more complex, sales teams need more than static records. They need context, relationship intelligence, and clear guidance on where to focus next.The discussion explores how AI can help by removing routine administrative work, improving account visibility, surfacing useful insights, and helping sellers prepare for important conversations. But Golden is clear that AI should not be treated as the owner of the relationship. Instead, it should make sure the human seller is the most informed and capable person in the room.He also warns that AI will only be as useful as the data behind it. Poor CRM data can lead to faster, but still flawed, recommendations. For sales and CX leaders, that makes data quality, CRM architecture, and human oversight essential parts of any AI strategy.Watch the full interview to learn how Coevera views the future of CRM, why relationships remain central to revenue, and how AI can help sales teams work smarter without losing the human connection.