He provides the example of testing that can be taken to the cloud. "People can use cloud for testing as an extension of development, with dummy data," he says.

Adam argues that the cloud will prevail because it helps reduce cost which is an important factor for businesses.

Given the ubiquity of social media, I had to ask Adam a question on this aspect of CRM. Does he see any demand for social media integration in CRM projects? His answer is affirmative. "Social media is a funny phrase," he says. "What does it really mean? You are trying to understand your customers. For consumer focused companies, that is good opportunity there."

He cites the example of the Malaysian low-cost carrier AirAsia. "They have 800,000 Facebook friends," he says. "They want to connect to them, promoting their business to their friends."