Sugar Sell with SugarPredict Honored for Improved Predictability and Performance in Sales Operations  CUPERTINO, Calif. – May 13, 2021 – SugarCRM today announced it is the recipient of a 2021 CRM Excellence Award, presented by CUSTOMER magazine and TMC, a global, integrated media company.  Sugar was recognized for its Sugar Sell sales automation solution with SugarPredict, which brings data-fueled artificial intelligence (AI) to CRM users. With an AI-infused CRM platform, teams can benefit from next-best action guidance, lead-conversion tips, opportunity-close predictions, and recommendations on Ideal Customer Profiles (ICPs), even with limited or incomplete data. The award comes on the heels of Sugar Sell with SugarPredict being named a Gold Stevie® award winner in the 2021 American Business Awards® for Best New Product in the Relationship Management Solution category. It also comes as Sugar doubles-down on its commitment to making the hard things easier for marketing, sales, and customer service teams to support the kind of high-definition customer experiences businesses need and customers crave.  “This award underscores our journey to pioneer AI for all with SugarPredict, representing a higher standard for CRM – one with the potential to remove blind spots, busy work, and roadblocks at every level and at every stage of the customer journey,” said Clare Dorrian, Chief Marketing Officer, SugarCRM. Sugar’s recent survey of 1,000 global sales leaders reveals that the headaches and hassles of traditional CRM systems are very real. More than 50% said that their companies can’t access customer data across marketing, sales, and service. In addition, a third of survey respondents said their data is incomplete, out of date, or just plain inaccurate. As the first of many SugarPredict-powered capabilities in Sugar Sell, the technology is being used to take the guesswork out of lead prioritization, lead ICP alignment, and opportunity-to-close-won scoring. A key differentiator is that SugarPredict fuels internal customer data with externally sourced data covering millions of companies and contacts. This data fueling significantly improves the results of AI analysis and enables customers to identify patterns and correlations that may not be possible with the internal data alone. “The CRM Excellence Award honors SugarCRM for being a true CRM partner to its customers and clients,” said Rich Tehrani, TMC’s CEO and Group Editor-in-Chief. “SugarCRM has demonstrated to the editors of CUSTOMER magazine that Sugar Sell with SugarPredict improved the processes of their clients’ businesses by streamlining and facilitating the flow of information,” added Tehrani. Based on hard data, the CRM Excellence Awards rely on facts and statistics demonstrating the improvements that the winner’s product has made in a client’s business. Winners were chosen on the basis of their product or service’s ability to help extend and expand the customer relationship to become all-encompassing, covering the entire enterprise and the entire lifetime of the customer. About SugarCRM SugarCRM is how marketing, sales, and service teams finally get a clear picture of each customer to help businesses reach new levels of performance and predictability. Sugar is the CRM platform that makes hard things easier. Thousands of companies in over 120 countries rely on SugarCRM to achieve high-definition CX by letting the platform do the work. Headquartered in Silicon Valley, SugarCRM is backed by Accel-KKR. Media contact: Jessica Riggs Lutz Public Relations & Marketing for SugarCRM jessica@lutzpr.com 949.533.0823