CRM Sales Mobility – Quotas Untethered!

Guest Writer – Derek Warburton

There’s a new Aberdeen Group Benchmark Report – Sales Mobility: Quotas Untethered and its hot off the press! This report touches on various mobility technologies, with a strong focus an on CRM Mobility.  The research was completed in September and October 2010, and based on a survey of 269 end user organizations, and their real world experience. In other words, this report isn’t based on an analyst’s opinion, but rather on the actual experience of businesses that are planning on, or have already deployed, some sort of sales mobility solutions.

Like all Aberdeen Research Reports, the research and report are in no way influenced by vendors. TenDigits was able to acquire semi-exclusive distribution rights, to ensure our community can access this report free of charge (as opposed to the $399 standard fee).

At the highest level, this report addresses the following:

“Customer Relationship Management (CRM) and Sales Force Automation (SFA) access via smartphones has been available for some time – indeed, Mobile CRM access has proven to increase team attainment of quota by 26% (Source: Sales Intelligence, Preparing for Smarter Selling, Aberdeen February 2010) – but to what extent are Best-in-Class Sales teams utilizing mobile selling solutions ?” (Source: Aberdeen Group November 2010)

At a more detailed level, the study focuses on the following:

  • The degree to which sales mobility is deployed in organizations and the impact it has on achieving business success
  • The structure, effectiveness and satisfaction with existing sales mobility implementations
  • Current and planned use of sales mobility tools to achieve desired change in revenue, quota and deal size
  • The benefits, if any, that have been derived from sales mobility initiatives

From a research structure perspective, Aberdeen applies their concept of “Best-in-Class” companies. In the case of this study, “Best-in-Class” represent the Top 20% of the aggregate of performance scores, specifically: Achievement of Sales Quota, Average year-over-year improvement in Customer Retention, and Average year-over-year increase in average Sales Lead Conversion rates.  They then associate the practices and related outcomes, of Best-in-Class companies and compare to other companies, as it relates to their use of Sales Mobility.

So what were the results?

There are dozens of figures and charts, and virtually all of them strongly indicate that Best-in-Class companies approach sales mobility differently than other companies, and are more likely to have enabled their teams with mobile CRM solutions.  The results are quite compelling and for the most part should be read in the context of the entire report.

I have listed a few tidbits of information here (Source for all: Aberdeen Group November 2010):

  • “While not all companies deploy sales mobility, those that do, outperform those that do not across a myriad of measures, including overall team attainment of quota, lower sales turnover, as well as better year-over-year growth around revenue, customer renewals, deal size and CRM adoption”  Source: Aberdeen Group November 2010
  •  “Survey results show that firms enjoying Best-in-Class performance share several common characteristics including:  78% support remote viewing and modification of key CRM sales information…” 
  •  “44% of Best-in-Class consider sales mobility initiatives “absolutely vital to the health of our company, regardless of cost” compared with 26% of other companies.”

There’s even a url within the report that provides access for the reader to take an On-line Assessment, to compare their company’s practices and performance against Best-in-Class companies, and provides a free personal Scorecard.

On the whole, the findings strengthen the case that CRM Mobility is no longer just a “nice to have tool” for some of the sales team. Rather, CRM mobility, in organizations where sales staff is frequently in the field, is a critical component to the CRM solution and has a significant impact on sales performance for staff and the company.

Having said that, not all CRM mobility is equal. There are many mobility applications, but what offering will best enable real business success. It’s not too difficult to find a tool that will “get CRM on my phone”, but that’s a far cry from a solution that is designed for the optimal user experience, with appropriate security and organizational manageability. The more comprehensive solutions can also be configured in a variety of ways to deliver very different user experiences. Don’t assume that you are simply taking a CRM form, and pushing that to a phone. The user experience should be optimized for the use case scenarios, and to reflect that a mobile device (smartphone or tablet) is not a desktop computer. Mobile devices also offer capabilities unique to the device, that aren’t available from a computer monitor, and to incorporate that into the CRM experience. For instance, the ability to capture photos or voice recordings, or GPS data, and upload that into a CRM system.

If you’re trying to address: CRM user adoption, sales productivity, sales effectiveness, timelier follow-up of leads or improved lead conversion rates, gaining a competitive edge, or even reducing the cost associated with sales staff turnover, and then you’ve got a reason to further explore how mobility can support your objectives.

When we work with our clients, we first endeavor to understand their objectives, what their people in the field do, what they use CRM for, and potential use case scenarios for mobility. This allows us to provide insight into how mobility software can best be configured and used for the organization.  A great example of an organization that saw mobility is critical to their Microsoft Dynamics CRM and business success is HealthSouth Corporation. To learn more about how they leveraged mobility for a 1000 field staff, see this MSDynamcsWorld article.

How to access the Aberdeen Report:

You can either visit the Tendigits website or go directly to the following private access link.

Article and materials provided by guest blogger:

Derek Warburton

Vice President of Sales

TenDigits Software, Inc.

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