David Roberts is the CEO of SugarAI, an AI-powered CRM company helping manufacturers and distributors turn customer data into actionable sales guidance. He leads the company's strategy and operations, transforming CRM from a system of record into a system of guidance that helps sellers act on the right opportunities. With over 30 years of experience in enterprise technology and CRM, David began his career at Andersen Consulting (now Accenture) and previously served as CEO of Alchemer and ReedGroup. His expertise spans sales productivity, applied AI, and customer engagement.

Sales teams have plenty of customer data, yet reps still spend hours updating CRM records and searching for opportunities. More information doesn't always mean better selling. How can CRM help sellers identify the right opportunities without adding to their workload?

David Roberts, a CRM and enterprise technology leader, believes AI can close that gap by guiding sellers toward specific next steps. Rather than adding a copilot, he advocates AI built into everyday workflows. Customer conversations, purchase histories, ERP data, and market signals can reveal cross-selling opportunities and accounts needing attention. For manufacturers and distributors managing hundreds of customers and thousands of products, David focuses on reducing manual data entry, accelerating onboarding, and providing guidance sellers can act on. This approach leads to more meaningful customer conversations and less time spent navigating software.

In this episode of the Revenue Engine Podcast, Alex Gluz talks with David Roberts, CEO of SugarAI, about turning CRM into an AI-powered system of guidance. David explores why conventional CRM falls short, how precision selling helps reps focus on the right opportunities, and what makes AI valuable inside existing workflows. He also covers sales adoption, cross-functional alignment, and the future of AI-driven selling.