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Kevin Benedict

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Mobile SAP CRM

SAP seems to be making a big push in this area with mobile CRM partnerships

In a recent analysis from Frost & Sullivan called, European Mobile Sales Force Automation (CRM/SFA) Markets, it is stated that mobile SFA is the largest application segment after wireless email, and this segment will grow close to 300% between now and 2013.

SAP seems to be making a big push in this area with mobile CRM partnerships, either reseller or co-innovation announced with Sky Technologies, Sybase and RIM in this area. What are the key areas covered by mobile CRM?

  • Activity management – Phone call, email, cold calls, what to do each day
  • Lead management – receive leads, contact, qualify
  • Opportunity Management – define, document and manage specific sales opportunities
  • Account Management – organizational charts, people, budgets, plans, needs

To me these are obvious needs for the mobile sales force. They work and travel in mobile environments so provide mobile tools that let them sell more product and make customers happier.

The future of mobile SAP CRM in my opinion is the combination of mobile SAP CRM and business intelligence. The ability to fully brief a traveling sales person on a customer’s account status, order history, shipments, credit status, financials, latest news and potential opportunities using text and audio files is very useful. Audio because many times a sales person is flying or driving and would benefit from having this information in audio format so they could listen to it.

In addition to the obvious account information, what additional kinds of mobile information do you think would be useful to integrate within a mobile SAP CRM?

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Kevin Benedict serves as the Senior Vice President, Solutions Strategy, at Regalix, a Silicon Valley based company, focused on bringing the best strategies, digital technologies, processes and people together to deliver improved customer experiences, journeys and success through the combination of intelligent solutions, analytics, automation and services. He is a popular writer, speaker and futurist, and in the past 8 years he has taught workshops for large enterprises and government agencies in 18 different countries. He has over 32 years of experience working with strategic enterprise IT solutions and business processes, and he is also a veteran executive working with both solution and services companies. He has written dozens of technology and strategy reports, over a thousand articles, interviewed hundreds of technology experts, and produced videos on the future of digital technologies and their impact on industries.