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Zoom launches AI-powered revenue OS to compete in CRM market
Zoom is aiming to diversify its product offerings amid declining enterprise adoption. However, the video communications vendor faces fierce competition.
Zoom Communications on Tuesday introduced a new AI-powered revenue OS, as it attempts to rebuild its enterprise footprint, while competing with popular CRM vendors such as Salesforce and HubSpot.
The longtime virtual meeting platform vendor introduced the revenue OS on the opening day of Salesforce’s Dreamforce 2026 conference in San Francisco, one of the country’s biggest tech gatherings.
Founded in 2011, Zoom was a pioneer in video meeting technology, and its fortunes soared during the coronavirus pandemic lockdowns in 2020 and 2021. Since then, though, its revenue growth has declined sharply, along with its market share among small businesses, consumers and enterprises as Microsoft Teams has become a go-to business video meeting platform.
The new revenue OS is a unified platform that connects buyer intelligence, customer conversations and revenue execution. Along with the revenue OS, Zoom introduced new Zoom Revenue Accelerator capabilities, such as Engage and Forecast. With Engage, users can build structured multichannel sales sequences across email, phone and other tasks. With Forecast, enterprises can convert deal-level signals into live, real time forecasts. Zoom’s customers also have access to Common Room by Zoom, which connects buyer intelligence with conversation intelligence, outreach and forecasting.
The OS and new capabilities come after Zoom acquired Common Room for an undisclosed amount in July. Common Room is an AI-native customer intelligence and go-to-market platform. The acquisition and revenue OS show how Zoom is trying to diversify and gain more enterprise share after a decline over the last few years following its early rise in 2020 and 2021, said Daren Brabham, analyst at ETR, a subsidiary of Futurum Group.
"The number of people newly adopting or increasing their spend on Zoom has been less than those who are decreasing or replacing the tool,” Brabham said.
Trying to Strategize
Therefore, over the last few years, Zoom has focused on offering a range of new products and experiences to attract new customers. For example, in the digital workplace market, the communications provider has debuted AI productivity suites such as Zoom Slides for presentations, Google Sheets and Canvas. It also offers ZoomMate, which enables users to connect to third-party applications such as those from Salesforce, Google and Microsoft.
The revenue OS looks like Zoom’s attempt to make inroads in the CRM market with the help of AI, Brabham said.
“[They’re] trying to become one piece in a broader video conferencing, telephony, productivity apps tool and starting to integrate that more with CRM capabilities,” Brabham said.
He noted that the CRM market is crowded and Zoom faces an uphill battle against established native CRM players such as Salesforce and HubSpot. However, Zoom’s acquisition of Common Room provides it with more robust capabilities. Nevertheless, the communications provider faces a major hurdle.
“For Zoom to really break in and take away some of the market share from the Salesforces, the HubSpots … it's going to take a lot of work,” he continued. “I’d be curious to find out if Zoom has a plan to convert some of those customers.”
One of the biggest reasons most enterprises stay with a particular CRM provider is that it takes a lot of work to build out the details in the system, and porting to another CRM system is not easy.
“There’s a lot of inertia,” Brabham said. However, an enterprise with a Zoom account might also be interested, especially if Zoom’s revenue OS is priced right.
"A lot of it is going to depend on whether there is a lift and shift consultative help that’s going to be provided to help get some of these customers away from their existing CRM platform,” he continued.
Esther Shittu is an Informa TechTarget news writer and podcast host covering AI technology.
