Zoom Communications on Tuesday introduced an AI-powered revenue operating system as the video communications company attempts to rebuild its enterprise footprint and challenge established customer relationship management (CRM) vendors such as Salesforce and HubSpot.

The longtime virtual meeting platform vendor unveiled the revenue OS on the opening day of Salesforce's Dreamforce 2026 conference at San Francisco's Moscone Center, one of the largest technology gatherings in the United States.

Founded in 2011, Zoom was a pioneer in video meeting technology, and its fortunes soared during the coronavirus pandemic lockdowns of 2020 and 2021. Since then, however, its revenue growth has declined sharply, along with its market share among small businesses, consumers and enterprises, as Microsoft Teams has become a go-to platform for business video meetings.

A Unified Platform for Revenue Teams

The new revenue OS is a unified platform that connects buyer intelligence, customer conversations and revenue execution.

Alongside the platform, Zoom introduced new Zoom Revenue Accelerator capabilities, including Engage and Forecast. With Engage, users can build structured multichannel sales sequences spanning email, phone and other tasks. With Forecast, enterprises can convert deal-level signals into live, real-time forecasts.

Zoom customers also have access to Common Room by Zoom, which connects buyer intelligence with conversation intelligence, outreach and forecasting. The product scope places Zoom's communications tools alongside sales activities, including outreach and forecasting, rather than limiting the company to meetings and calling.

The OS and the new capabilities follow Zoom's acquisition of Common Room in July for an undisclosed amount. Common Room is an AI-native customer intelligence and go-to-market platform.

According to Daren Brabham, an analyst at ETR, a subsidiary of Futurum Group, the acquisition and the revenue OS show how Zoom is trying to diversify and gain more enterprise share after several years of decline following its early rise in 2020 and 2021.

"The number of people newly adopting or increasing their spend on Zoom has been less than those who are decreasing or replacing the tool," Brabham said.

Trying to Strategize

Over the last couple of years, Zoom has focused on offering a range of new products and experiences to attract new customers. In the digital workplace market, for example, the communications provider has debuted AI productivity suites such as Zoom Slides for presentations, along with Google Sheets and Canvas. It also offers ZoomMate, which enables users to connect to third-party applications from vendors including Salesforce, Google and Microsoft.

Brabham said the revenue OS looks like Zoom's attempt to make inroads in the CRM market with the help of AI.

"[They're] trying to become one piece in a broader video conferencing, telephony, productivity apps tool and starting to integrate that more with CRM capabilities," he said.

But he noted that the CRM market is crowded, and Zoom faces an uphill battle against established native CRM players such as Salesforce and HubSpot. Even so, Zoom's acquisition of Common Room provides it with more robust capabilities. Nevertheless, the communications provider faces a major hurdle.

"For Zoom to really break in and take away some of the market share from the Salesforces, the HubSpots … it's going to take a lot of work," Brabham said. "I'd be curious to find out if Zoom has a plan to convert some of those customers."

One of the biggest reasons most enterprises stay with a particular CRM provider is that building out the details in the system takes significant effort, and porting to another CRM platform is not easy.

"There's a lot of inertia," Brabham said. Still, an enterprise that already holds a Zoom account might be interested, especially if Zoom's revenue OS is priced right.

"A lot of it is going to depend on whether there is a lift and shift consultative help that's going to be provided to help get some of these customers away from their existing CRM platform," he continued.