Articles

The Future of Mobile is Now
Presented by Tony Busacca
Written by Jessica Tsai
Posted August 26, 2009

For a look at destinationCRM's complete coverage of CRM Evolution '09, click here.For all the live-twittering, follow @CRMe09 on Twitter, or see all the tweets under the hashtag #CRMe09.

CRM Evolution '09, Day 2: Mobile applications are bridging the gap between sales and CRM.

NEW YORK — As a former salesperson himself, Tony Busacca says he's intimately familiar with the field's most common question: "Did I make the sale?" And yet, at a Tuesday session here at the CRM Evolution conference, Busacca -- now a principal at On-Course Advisors -- challenged the audience to focus not on the sale, but on the information gathered as a result of the sale. More to the point, he said, companies have to focus on customer needs, whether or not those needs were satisfied by the sale.

That's the very nature of sales intelligence, Busacca told the crowd, and it must be aligned with CRM. Unfortunately, of the three main components of CRM -- marketing, sales, and customer service -- Busacca argued that sales tends to be the least connected. "Sales wants to exchange information," he said, "but only to the extent that it matters to the sale." Driven by organizations demanding greater intelligence, Busacca argued that mobile technology is finally poised to modify that behavior.

According to Busacca, three primary challenges occur when attempting to tie CRM to the sales cycle:

  • capture and validation of information;
  • synchronization of information with other departments and disparate data sources; and
  • timeliness of recording information.

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