"The reality of relationships is that people buy from people they like, know and trust," said Nimble CEO Jon Ferrara. "In the old days, before we ever engaged in selling, we made a connection by looking at books, things on the shelves, that kind of thing. Today, we're doing that more and more electronically. Social is the perfect way to know more about somebody, and that's actually your job."

The Salesforce people whom I speak with are all heads down and breathing hard in the big push to Dreamforce. In other words, things are normal for this part of the cycle. The big questions for each show are, "What will the vendor emphasize this time?" and "Will that be a tone set for the industry for the year ahead?" Sometimes the announcements set a tone but not always.

HubSpot has rolled out platform integrations with Shopify and Workplace by Facebook, which are designed to support the marketing and sales efforts of SMBs. The Shopify integration lets e-commerce marketers sync specific merchant sales data from Shopify into HubSpot for use as a marketing signal; segment users based on products, deals and order history; and follow up on abandoned shopping carts.

"The rise of artificial intelligence, for sales teams both internally and externally, is the biggest trend in the industry," observed Rodrigo Vaca, vice president of marketing for CRM at Zoho. If you think of CRM as the centerpiece for your company, and you marry that with the escalating amount of data that each company is gathering each day, ... you can do any sort of analysis on it."

Hootsuite on Monday launched Amplify for Selling, a mobile-first solution that helps sales teams succeed on social by generating leads and fostering revenue-driving relationships. The new tool is an extension of Hootsuite's Amplify employee advocacy product, which is focused on the business-to-business market. Amplify for Selling integrates with Salesforce and Microsoft Dynamics CRM.

McDonald's has begun testing new mobile ordering and payment functionality at 29 of its restaurants in California. It will expand the pilot to another 51 restaurants in Washington on March 20. The company will run multiple pilots to gather customer feedback, work out any issues that arise, and streamline integration with its IT systems before rolling out its updated mobile app more broadly.

WhatsApp reportedly has been conducting tests of a business chat system with a number of companies that are part of the Y Combinator startup incubator. The API gives companies a direct line of communication with WhatsApp users. WhatsApp CEO Jan Koum last year said the company would seek to monetize the free chat service by providing businesses with direct access to consumers.

Salesforce has announced new integrations for Quip, the collaboration startup it acquired last summer for $582 million. Quip, which operates independently, also added new capabilities to its product's existing feature set, which includes smart notifications, chat built into every document and spreadsheet, and a smart inbox. Quip lets users direct-message group members.

Salesforce has released LiveMessage, a chatbot that lets enterprises users engage customers through messaging apps such as Facebook Messenger, SMS or MMS directly within its Service Cloud. Service agents can respond to customers on Facebook Messenger after accessing their records, for example, and the conversation automatically is appended and can be resumed later if necessary.

I recently read a user story about how Harlequin -- a publisher of romance novels -- keeps its customers loyal. It has embraced several ideas that work really well, including emphasizing a consciousness of customer loyalty, keeping things simple, and focusing on personalizing relationships and engagement. Consciousness is relatively easy, but someone high on the org chart has to promote it.

Salesforce has agreed to acquire Quip, Quip CEO Bret Taylor and Head of Product Kevin Gibbs announced Monday. Quip lets users manage live documents throughout the collaboration process. The deal is worth about $582 million, according to a Salesforce filing with the U.S. Securities and Exchange Commission. Quip provides a chat feature that's built into every document and spreadsheet.

LinkedIn this week announced three updates to Sales Navigator. One is deeper integration with Salesforce CRM data, allowing leads and accounts to be imported into Sales Navigator automatically. More than 20 LinkedIn customers already are using this feature. The second is direct integration of Sales Navigator with Gmail. The third is a new recommendation tab on the Sales Navigator mobile apps.

With its $26 billion purchase of LinkedIn, Microsoft may be setting itself up to tackle Salesforce head-on for CRM dominance. The purchase also might help Microsoft compete more aggressively with other major CRM providers, such as SAP and Oracle. The LinkedIn purchase "is key to our bold ambition to reinvent productivity and business processes," CEO Satya Nadella told Microsoft employees.

Microsoft on Monday made its Dynamics CRM Spring 2016 Wave generally available to customers. The application focuses heavily on machine learning and the Internet of Things. It offers field service and project service automation capabilities, as well as four preconfigured Web portal solutions for customers. The portal solutions can be used on any desktop, tablet or mobile device, Microsoft said.

Apple on Thursday launched a Twitter channel to field support questions from users of its products, as well as to offer them tricks and tips. By Friday, the @AppleSupport account had 134,000 followers and had sent more than 3,000 tweets. Some of the tweets came from customers whose tech issues had been resolved. "I'm 99% sure my #iphone6s was just fixed from the cloud," Kate Cleveland wrote.

Twitter last week announced two tools designed to help businesses improve their customer service capabilities. One product would allow users to move from sending companies tweets to using Direct Messages, according to product manager Ian Cairns. Companies will be able to embed on their sites a Direct Messages link that would allow customers to send information directly.

IBM on Monday announced new capabilities for its Connections business social network platform. The functions will let users customize communities by role or function, manage files with personal subfolders, and remain productive on the go with polls and surveys for mobile devices. Admins get enhanced controls so they can secure apps with application-level passwords.

What makes a great CRM blog? Generally, the same things that make a great CRM implementation: good planning, thoughtful responses to a changing market, consistent posting (the "adoption" part of blogging), the right technology, and people with the right personality. It's the classic "people, processes and technology" trilogy, really. The blogs that made our annual list of the best blogs and bloggers are one in a million.

My favorite Boston FM radio DJ was Charles Laquidara, who would end his show with the words, "If the creek don't rise, if the good Lord's willing, if there ain't no meltdown, we'll do it all over again tomorrow right here on The Biiiiig Mattress!" It impressed me that even one day out, he'd caveat his prediction of being there tomorrow. Unlike my hero, I will attempt to forecast the year ahead.

Despite all the talk about the customer journey, the increasing use of CRM, the omnichannel approach, and the seamless customer experience, stores still don't have technology down pat for the holiday rush, according to the "2015 Connected Shoppers Report" Salesforce released last month. In-store shoppers want associates to know their purchase history, but only 10 percent believe this will happen.

Hootsuite on Tuesday announced an integration with Microsoft Dynamics CRM, Microsoft SharePoint and Microsoft Yammer. The collaboration will let enterprises use social content in meaningful ways for social marketing, social selling, social customer support, and internal collaboration, noted Kevin Zellmer, Hootsuite's vice president of corporate and business development.

Oracle last week announced a variety of industry-specific solutions and enhancements to several existing products at Oracle OpenWorld in San Francisco. The company unveiled industry-specific vertical solutions for the financial services, communications, consumer goods, high-tech, industrial manufacturing and automotive fields as part of its Customer Experience Cloud.

SAP this week released SAP Jam Communities edition for Hybris, which delivers real-time product and service information to customers on company websites. The software can display personally relevant recommendations and reviews directly to customers in e-commerce stores. In essence, it lets companies embed access to relevant material and include a buy button in online customer community pages.

The rise of social media has given customers a new platform for interacting with travel and hospitality companies, from airlines to car rental agencies. Today's travel customers primarily use these digital technologies to coordinate logistics and log complaints; gone are the days of calling a reservation specialist to book flights or running through seating options at the check-in counter.

Salesforce CEO Marc Benioff has quit Facebook and shut down his account, sparking speculation as to his motives. Is Salesforce at odds with Facebook? Is Facebook COO Sheryl Sandberg no longer Benioff's BFF? Is Salesforce planning something with Twitter? "I'm on a FB pause," Benioff posted on Robert Scoble's Twitter account, in response to his query. "It was too overwhelming to keep up to date."

Apple made a bold move on the customer support front this summer: The company started publishing customer support videos for its Beats by Dre headphones via the product line's Twitter account. The strategy is notable primarily because Apple published how-to videos natively on Twitter, taking a proactive approach to deflect service calls and ensure user satisfaction.

Spredfast last week announced its acquisition of Shoutlet, a social data aggregator. Shoutlet has been a "huge innovator" in the social CRM space, said Spredfast CEO Rod Favaron. "With this acquisition, Spredfast gains that technology as well as the team that built it. It's a game changer. ... Customers will have more ways to understand their audiences and impact the customer journey."

For many years, provocateurs have been able to stir people up by proclaiming the death of the salesperson. Ten years ago, in fact, Marc Miller authored the book Selling is Dead. It must be a lingering death, because I still know lots of salespeople. I sure hope they have their affairs in order, what with their impending demise foreshadowed for so long.

Salesforce has extended its Social.com, Active Audiences and Social Studio marketing tools to Instagram. These tools let marketers buy and manage advertising, publish content, participate in and review discussions with customers, resolve customer service issues, and analyze conversations. Marketers already are using these tools on Facebook, Twitter, LinkedIn, Google+ and YouTube.

We all know customers have changed. They can voice their dissatisfaction with you, complete most of the buyer's journey without you, and even seek out support and service without you. If you're a business, you have two questions to ask yourself: 1) Do you really want to become unnecessary to your customers? and 2) What are you going to do about it?