Oracle Vice President Des Cahill is the company's head CX evangelist. An expert in B2B software and marketing, Cahill has spent most of his career in Silicon Valley, helping companies develop, refine and tell their stories. One of the main CRM challenges businesses face today is adjusting to the era of the empowered consumer, suggested Cahill. "The empowered consumer is a social amplifier. Now, if I have a problem with a business, I can tweet it out, and businesses are having to deal with this empowered consumer."