A few years ago, a salesperson heading into a meeting with a new prospect in a distant city could not count on much help from her mobile Customer Relationship Management (CRM) application. The problem was that the application was usually a replica of the corporate CRM application, meant to be used on a desktop, not on a handheld device.
That same salesperson is meeting yet another unknown prospect. She takes a quick look at her smartphone, which displays cached information from the CRM system at a glance.
The salesperson's schedule of sales calls is available with a single click. With another click, she can see the name of the person she'll be meeting within 10 minutes, and a summary of the prospect's previous interactions with her colleagues.
Welcome to CRM in the era of mobility. It is an evolution that is just getting started, but which, its advocates say, stands finally to extend the value of CRM from the management suite down to the field salespeople to whom it was previously an
annoyance.
That same salesperson is meeting yet another unknown prospect. She takes a quick look at her smartphone, which displays cached information from the CRM system at a glance.
The salesperson's schedule of sales calls is available with a single click. With another click, she can see the name of the person she'll be meeting within 10 minutes, and a summary of the prospect's previous interactions with her colleagues.
Welcome to CRM in the era of mobility. It is an evolution that is just getting started, but which, its advocates say, stands finally to extend the value of CRM from the management suite down to the field salespeople to whom it was previously an
annoyance.
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