Monday.com welcomes marketers to its CRM with AI-powered campaigns

Monday.com introduced new features for its CRM application today, at its Elevate event in New York. The Monday Campaigns capabilities add functionality for marketers to what was previously a sales-focused tool.

Monday Campaigns uses AI to help marketers quickly create, launch and optimize campaigns connected directly to revenue. Monday Campaigns features include:

• AI-powered creation: Generates copy, suggests audience segments from CRM data and ensures on-brand messaging.
• Intelligent automation: Triggers personalized campaigns from CRM updates and customer actions.
• Optimal timing: AI recommends the best send times for maximum impact.

Monday.com began developing its CRM product five years ago and brought it to market in 2022. In the three years since then, the product has reached $100 million in annual recurring revenue.

“Up until a few months ago, we understood that CRM is software no one really likes,” said Ron Kimhi, head of CRM, GTM at Monday.com. “It’s extremely distributed. Salespeople don’t like it. But also, other teams that are interacting with it don’t like it — like marketers, legal and many other teams.”

With the introduction of Monday Campaigns, Kimhi and his team are taking their first step toward a CRM suite, something many of the most prominent players in the CRM space offer. They want to turn Monday’s CRM into a hub that brings marketing and sales together and helps them sell more.

Dig deeper: How to apply your lead scoring strategy in HubSpot and Monday.com

Changing the approach to sales-marketing alignment with AI

Kimhi said several barriers stand between the two teams, starting with straightforward but foundational issues.  For example, marketers say it’s hard to schedule meetings with sales, and when they do meet, many conversations start from scratch because they lack data and insights.

Monday Campaigns pulls real-time customer and lead intelligence directly from the Monday CRM and quickly builds and optimizes campaigns. With lead insights projected back to marketers, there’s no need to speak to sales. Kimhi said Monday Campaigns also provides a better way to optimize campaigns because its insights are based on reality, not upper-funnel metrics that obscure the truth.

While Monday Campaigns is the first step toward building a suite, Kimhi said he’s aware many of the big names in the CRM space are building tools for marketers to do their work, but that’s not exactly the path Monday.com plans to take.

After talking to marketers, Kimhi and his team understood marketers don’t need more tools for sending emails or building campaigns. That allowed Monday to focus on building a bridge between the information in the CRM and the marketing tools.

Monday.com’s CRM is built on the company’s Work OS, which makes it easy for users to customize the platform without the costs of consultants or add-on tools. Because marketing and customer success teams are often familiar with Monday’s project management tools, the data those teams use for pre- and post-sales activities stays in one place instead of being scattered across multiple tools.

The AI functionality in Monday Campaigns is just the beginning. “We are extremely bullish on AI,” Kimhi said. By the end of the year, Monday plans to showcase AI agents, such as voice agents and agents that can build within the CRM.

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