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Certinia Research Shows Unified Platform, PSA Gains

Certinia and Salesforce study shows AI-ready, unified platforms help professional services firms boost profits, alignment, and client outcomes.

Written By: Franklin Okeke

Jul 3, 2025

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Professional services firms are racing to deploy artificial intelligence. However, those with unified technology platforms are vastly outpacing competitors that still rely on disconnected systems, according to new research from Certinia and Salesforce.

Based on a survey of more than 1,000 global services leaders, the 2025 Global Service Dynamics Report found that 83% of firms use or plan to deploy agentic AI within their Professional Services Automation (PSA) software by 2026. However, the benefits are not equally distributed across the industry.

The report found that those using PSA tools for core functions, such as project management, are 30% more likely to report profit margins exceeding 40%.

Unified systems enable AI impact

Many organizations that attempt to adopt AI often struggle with its implementation. A third of respondents cited internal skill gaps and compliance concerns as the top hurdles to adoption.

Although most leaders (61%) agree that aligning sales, delivery, and customer success leads to better outcomes, only 36% say their teams actually collaborate across these functions.

While the research notes that the most profitable firms are those that invest in AI-ready infrastructure, hire talent with AI skills, and develop proprietary solutions, it highlights that the underlying success factor remains operational alignment and real-time visibility across the client lifecycle.

“Having that seamless visibility, from initial client engagement through project execution and into ongoing success, is the new prerequisite for elite profitability and industry leadership,” said Raju Malhotra, the chief product and technology officer at Certinia.

Opportunities for channel partners lie in guiding strategy

Executive Vice President and General Manager of Salesforce Platform, Alice Steinglass, said, “The key is a unified AI-powered customer platform. When every service team draws from one connected customer view, from initial engagement to long-term value, AI can deliver its most transformative end-to-end service experiences.”

With 69% of firms now reporting dedicated customer success teams, the shift toward AI-enhanced, platform-driven service models is accelerating.

The research provides channel partners with actionable data to guide client conversations. It highlights the need for organizations to integrate AI into broader efforts that unify client engagement, service delivery, and outcomes, rather than treating it as a standalone investment.

Channel partners can capitalize on this trend by guiding clients toward tools that simplify collaboration, automate workflows, and build readiness for agent-driven AI.

Helping firms align compliance, data integration, and operational strategy around unified platforms can lead to more measurable gains, not only in the quality of service but in profitability and long-term customer value.

PSA tools are a cornerstone of many MSPs’ tech stacks. Review our suggestions for the best six solutions on the market.

Franklin Okeke

Franklin Okeke is an author and tech journalist with over five years of IT experience. Coming from a software development background, his writings span cybersecurity, AI, cloud computing, IoT and software development. In addition to pursuing a Master's degree in Cybersecurity & Human Factors from Bournemouth University, Franklin has two published books and four academic papers to his name. His writing also appears regularly in Enterprise Networking Planet, Techopedia, ServerWatch, The Register and other leading technology publications.

Certinia Research Shows Unified Platform, PSA Gains

Unified systems enable AI impact

Opportunities for channel partners lie in guiding strategy

Franklin Okeke

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