Fwiw, I was hired by Google in 2015 to help answer questions like "if Google were to add a CRM to the GSuite portfolio, should they build one, buy one or partne

Fwiw, I was hired by Google in 2015 to help answer questions like "if Google were to add a CRM to the GSuite portfolio, should they build one, buy one or partner with key players". My team's charter was to create business cases with various options and run them up to chain (at the time, Prabhakar was running product for "Google for Work"). On more than one occasion we presented cases with 3 year ROIs in the $xxxM range and were shot down every time with a "too small" comment. A couple years later, Google had partnered with Copper CRM and supported extension builds into Workspace/GSuite, but had also begun a major enterprise rationalization project to consolidate a multitude of Salesforce instances into a single one, at the same time as adopting standard enterprise features & processes of Anaplan. This led to consolidation of a number of back office IT teams that ultimately ended up with far more enforcement clout than they'd historically had. By the time Ruth changed roles, most of the "normal" business processes had been fairly standardized. Fwiw, the Cloud instance of SFDC, which is by far the most complex & customized, has been in full use for almost five years now and is the canonical source of truth for sales data.