Compared to back in the day, when they had to write things longhand and stop at payphones to report back to the home office, salespeople have it pretty easy now. Just look at the way cloud computing applications have freed them up to travel light, to input data from the field, and to keep in touch with clients, colleagues and managers—all by powering up their iPhone or opening their laptop.
Cloud computing—a method of accessing enterprise software through the Internet, rather than needing each program or application installed on an individual computer—has revolutionized the way we do business, as well as how we socialize. Social media sites like Facebook and LinkedIn are only possible with cloud computing, after all. Sales professionals, as well as marketing associates, customer service representatives, and others in the corporate world, can all take advantage of the way that social media, cloud computing and the sales pipeline intersect.
First, let’s take a look at how the cloud operates; using any mobile-ready device, the user logs into an application that is secure, but easy to navigate and customize. In fact, these apps look a lot like consumer Web sites. Whatever information is entered, is automatically updated across all channels, so that there’s no need to manually correct data, trigger workflows or generate reports. All of that can be programmed to occur at certain points in the cycle. Moreover, the real-time updating ensures that each user sees accurate, not outdated, data.
Sales managers can route leads to reps, track ongoing deals, and analyze the results of their team’s efforts. Forecasting is streamlined and made more accurate thanks to solid information and statistics. The marketing department loves the cloud-based system, because they give instant feedback as to the success or failure of campaigns and promotions, so marketers can tweak these on the fly. With their mobile access, sales reps stay up-to-date on inventory levels, promotions, quotas, leads—even specials being offered by the competition. This level of knowledge about current conditions in the marketplace can really be used to a rep’s advantage.
Take ADTRAN, a provider of networking and communications equipment, which was struggling with multiple tracking systems and paper-based reporting. They wanted to not only improve lead management, but also to integrate sales and marketing departments more effectively. They chose a global, mobile CRM system which worked on BlackBerry, Palm and iPhone devices—even out of wireless coverage range. Using this system, ADTRAN deployed 1,500 opportunities to 15 sales reps in a matter of days—and saw dramatic improvements in user adoption, productivity and data quality. Salespeople were more effective, more consistent and more coordinated with each other and with other departments. The marketing and management team gained insight into key metrics, provided through custom dashboards that made data easy to understand. All in all, the sales department at ADTRAN saw increased results and profit—all while reducing overhead costs and making mobile access a snap.
Sales opportunities can be easy to let slip through one’s fingers. Cloud-based lead tracking and sales analysis tools, however, let reps stay organized and close more deals, while allowing management to keep abreast of current happenings in the field.
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Tags: ADTRAN, Application development, BlackBerry, cloud computing, CRM, customer relationship management, iPhone, lead tracking, mobile access, Palm, sales force automation, sales tracking
