The Case for a Mobile First Sales CRM

Mobile first has become a buzzword in the world of enterprise applications. There are, obviously, pros and cons to a mobile-first approach. If you focus only on the mobile user, you might end up ignoring the web user, who deserves attention because he or she is still in a majority. Despite the rapidly increasing use of cell phones and tablets, most people do still spend a large chunk of their time sitting in front of their computer screens at work.


Or do they? Well, that depends on whom you ask. Tele-marketing professionals will obviously want their applications to be available right on their big screens, where they spend most of their work hours. So will Sales Operations folks, and the teams down in Finance and Legal. But let’s ask the SDR who is on his way to his fourth meeting of the day and is using his travel time in between meetings to call a new lead, set up next week’s appointments, and follow up with that potential client who still needs more time to think. This guy needs his professional tools with him and ‘on’ at all times. He needs updated client information just before a meeting, a clear view of his calendar and pipeline, and product information at his fingertips. He also wants to input information such as new leads and daily sales activity reports, while waiting for his flight. These are the building blocks of a typical sales person’s day. A mobile-first CRM can weave seamlessly into this day and help the execution of each of these elements in a way that actually increases the rep’s productivity.


It’s not just about accessibility, of course, since most CRMs do have mobile friendly versions of their web-based originals too. A mobile-first CRM has other advantages. For one, since it is designed specifically for people whose jobs are on-the-go, it gears itself to the mobile context from the start – through minimum functionality that provides maximum value. It builds progressively from there, keeping the user in mind. It has the potential to reduce data entry to taps and swipes, thereby ensuring regular updation. This in itself can be a big plus vis-a-vis web-based CRMs.


A mobile CRM can also take advantage of several features unique to the mobile device. It can, for instance, use GPS to record the sales person’s location or meeting venue information to provide location-specific notifications, driving directions, route planning suggestions etc.


A mobile-first CRM that saves transaction time and enables access to relevant information at-the-point-of-need is a valuable addition to the sales force armory. The numbers prove it. In a survey of CRM users, 82% respondents felt that using mobile improves data quality and 50% said that it improved productivity and effectiveness. Ultimately, the goal is to increase sales force productivity and a mobile CRM does a great job in achieving this goal.

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