It’s all about the apps!
This is the message that White Springs’ CEO, Gary White recently brought to industry leaders at the MHI Global Sales Leadership Forum.
“CRM systems are, in essence, database systems which, in worst case scenarios, can make salespeople nothing more than data entry jockeys. That’s not how salespeople see themselves or their chosen profession. CRM adoption is still poor. Don’t get me wrong, CRM has got a place, without doubt. But I’d argue it rarely adds any significant value to the sales professional.”
Sales enablement technologies, otherwise referred to by Gary as apps, are what he believes are helping sales people to be more successful. “If apps help bring success, the adoption of these technologies by sales people becomes self fulfilling, unlike CRM, which continues to have these miserable adoption figures. What I’m concluding is, it’s all about the apps.”
He went on to explain that apps are becoming the interface to CRM systems. They are embedded in and pull relevant data from the CRM.
Is your sales content ready for this new world?
The use of mobile devices to access the internet has grown exponentially. Your clients are researching your business on a mobile device. Your website and downloadable content needs to be easily readable on a mobile device. “All your customer facing technology has to be capable of running on mobile devices” added Gary.
The design of apps is a fundamental part of their adoption. The interface has to be easy to use, mobile friendly and the content has to be helpful to the sales person. “It’s all about serving up the right information and the right guidance at the right time and not flooding the seller with anything out of context.”
Gary’s full keynote can be viewed here: