CRM Reimagined: Looking at the History
Guest: Jason Harlander, Executive Director – Technology Management, Improzo
Host: Jane Urban, Chief Data & Analytics Officer, Improzo
Date : April 30, 2026
Time : 20 min
About the Episode
Welcome to The Improzone! In this three-part mini-series, we explore the evolution of CRM in life sciences, from its origins to the critical shifts shaping it today and what lies ahead.
In Part 1, Looking at the History, Jane Urban is joined by Jason Harlander, who brings over 15 years of industry experience, including his early days at Veeva. This conversation takes a step back to understand how CRM as we know it today actually came to be.
From the early days of Salesforce challenging traditional on-premise software models to the rise of Veeva as a life sciences-focused CRM powerhouse, the episode traces the key decisions, shifts, and moments that defined the space. It also explores how platform thinking, industry-specific needs, and strategic partnerships shaped the ecosystem and eventually led to the separation between Veeva and Salesforce.
This episode is about understanding the “why” behind today’s CRM landscape, because without that context, it’s easy to make decisions based on surface-level narratives instead of real foundations.
Highlights from the Episode:
- How Salesforce introduced the SaaS model and reshaped enterprise software
- Why life sciences required a different approach to CRM from the very beginning
- The strategic thinking behind Veeva’s rise and rapid market capture
- How platform ecosystems like force.com enabled faster innovation
- What led to the Veeva–Salesforce split and why it was inevitable
- Why understanding CRM’s past is critical to making better decisions today
Tune In for the Next Episode
In Part 2 of 3 The Present State of CRM, we move into today’s reality, unpacking the Veeva–Salesforce transition, what it means for pharma organizations, and how to navigate the decisions ahead.
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About the Authors
Jane Urban
Chief Data & Analytics Officer
Jason Harlander
Executive Director, Technology Management, Improzo