The promise of Salesforce Automation (SFA) has always been about the delivery of high quality data, to enable a richer sales pipeline and speedier sales resolution. It’s been about enabling productivity, efficiency and insight for the sales force. However, CRM adoption amongst sales professionals has been a historic issue, with low adoption rates. There must be a better way.
Mobile technology is part of the answer. According to IDC, the number of smartphones and tablets shipped worldwide will reach over 2 billion units by 2017. With this explosive growth, mobility presents a new set of challenges for organisations. It also presents an opportunity to drive positive business transformation by empowering sales professionals.
The benefits of enterprise mobility are varied, but it’s more than just about evolving to the latest devices and using touch-sensitive applications. Here are our top five tips for organisations looking to embrace enterprise mobility in their sales teams.
1. Sales Goal Alignment
From the outset, the business needs to be clear on its specific sales pain points. Is the challenge, for example, about having more up to date customer or prospect profile information at the fingertips of the sales force or more dynamic pricing variations to show at the point of sale? Whatever the business challenge, you need to identify, capture and share these insights with the technical and design departments, and act upon them.
2. Access to Sales Data
The sales force needs to be able to unlock data from multiple back-end systems - anytime, anywhere and on any device. Dynamic access to CRM, customer, sales and marketing insight, on the mobile application needs to happen in real-time. The business needs to consider multiple platforms and devices. In addition, can the application serve up the right information, when you are off-line, which may be needed if you are in a remote location, working in certain sectors or on an airplane. This needs to be quick and uncomplicated.
3. Ability To Respond to Change
The enterprise sales process is always evolving. It’s important that the mobile application can respond to change and feedback around sales process improvements. The business, and the mobile application, needs to be flexible enough to integrate these evolving changes, as they happen, so that business analysts can change or update the application, without the need to ask IT for support.
4. Sales Customisation
The business needs to create apps that are completely tailored to the sales experience, but which can also be simply built by the business, rather than relying on the IT function. According to analyst firm, Gartner, “as demand from business units in enterprises put increasing pressure on IT organisations to deliver large numbers of mobile applications, application development teams will have to employ practices that are different from traditional application development.” Business analysts, supporting the sales business, should be able to assemble and configure sales applications, which could reduce the overall time to market by up to 75% and lower the total cost of ownership.
5. KPIs & Analytics
Launching your enterprise app is not the end; it's just the beginning. The business needs to measure the project’s progress in two ways:
- Firstly, you’d need to measure the degree of understanding and engagement that the sales force is having with the app. What changes need to be made to ensure an even higher engagement rate?
- Secondly, to what extent is the app helping the sales force to be more productive, efficient and insightful around the entirety of the sales process? How has the app contributed to increased sales and exceeding targets? Getting the app engagement right will inevitably drive up the quality and number of deals, as well as the sales conversion rates.
The growth of mobile will continue to impact the business world. New technology and services can enable anywhere and anytime access to relevant sales information, which will be an advantage to global and fragmented sales teams. The benefits of embracing enterprise mobility for the sales force are many, but coping with the mobile app explosion won’t be easy. Getting on board now will give your sales organisation a competitive edge and positively revolutionise your enterprise.
Bulent Cinarkaya, Vice President of Product Management, Kony, Inc.