CRMs are great tools for companies to develop strong and lasting relationships with their customers. Unfortunately, companies still cannot leverage massive volume of highly connected data through their CRM. In this talk we'll see how to get better insights from your CRM by leveraging the power of graph algorithms. Graph analysis gives you an higher understanding of sales context which allows them to take smarter decisions. Link analysis methods, such as pathfinding methods, expose new connections within a sales ecosystem in a . glimpse. Understanding the connections within sales data is definitively one step toward better personalization of customer relationships and, in such a connected world, it might even be the ultimate key to close sales.