Episode 163: Markus Erlandsson and Malin Martnes chatted with Pauline Kolde from CRMK Deutschland about Customer Insights in 2026 and how the platform has evolved over the past two years. Pauline starts by discussing the transition to real-time marketing, the growing importance of triggers and personalization, and the latest AI-powered capabilities, including journey orchestration agents and outreach optimization agents. The conversation then digs into practical marketing scenarios, event management journeys, content generation, and how organizations can move beyond simple campaign emails to truly dynamic customer experiences. Pauline and Malin also explore the current state of Customer Insights Data, its integration with Journeys, customer profiles, measures, analytics, and the opportunities that many organizations are still missing. Finally, they discuss compliance and consent management, upcoming features such as branded links, the retirement of the Customer Insights certification, and what consultants and customers should focus on as Customer Insights continues to evolve in an AI-driven world.
Bio
Most Dynamics 365 projects don’t fail because the tech is wrong, they fail because the setup doesn’t match how people actually work.
I help teams get real value out of Dynamics 365 Customer Insights + Sales (and the Power Platform) so the system isn’t just “live”, but used, trusted, and maintained.
My lens for AI-ready CX: strategy • process • data • adoption.
If the basics aren’t right, AI won’t fix it. It just speeds up the wrong things.
I love this work because it’s part puzzle, part people: translating real marketing + sales workflows into journeys, segments, triggers, and data that make sense (and don’t collapse after go-live). I genuinely enjoy building solutions people want to use.
Outside work: travel, food with friends, and knitting 🧶
Links
https://learn.microsoft.com/en-us/dynamics365/customer-insights/journeys/whats-new-marketing
https://www.linkedin.com/in/paulinekolde/
https://paulinekolde.info
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