The CRM has been talking about mobile CRM for so long, they almost seem bored with it. For years, nobody outside of the industry talked about mobile CRM. Now, it’s almost a standard, with mobile “anywhere, anytime” access more or less expected by sales teams. You could say that the only CRM is a mobile CRM.

What’s more, we’re able to put a pounds and pence figure on exactly how much better it is to be mobile. Recent research shows that sales teams meet their quota 65% of the time when using mobile CRM, but 22% of the time when not. And apparently, Mobile CRM apps are set to grow 500%. And yet – only 34% of businesses are using it.

Making The Leap

There are a number of factors behind the growth in demand for Mobile CRM. That final figure is potentially a little misleading – what it doesn’t tell us is how many of the 66% of businesses who aren’t using mobile CRM would actually like to use it.

Those factors include:

  • An increasingly mobile workforce.
  • An increasing acceptance of flexible working, remote working, etc.
  • The decline of the PC.
  • The increasing use of mobile technology.
  • Bring Your Own Device (BYOD) occurring more frequently in the workplace.

Align these with the traditionally lengthy contractual lifecycle of a CRM system, lengthy CRM implementations and internal processes, and you have a picture of an increasingly pent-up demand held back by traditional restraints.

And That Means…

Actually, in the short-term, it’s rather bad news for the 66% of businesses who aren’t able to implement a mobile CRM solution at the moment – or it’s bad news for Billy while Bob is doing rather well. This is supposed to be an economic upturn – any kind of competitive advantage is a no-brainer, surely?

You only have to look at how the CRM industry has developed over the last two years to understand how acquisitions means integrations. Even the traditionally sluggish Microsoft Dynamics has been speeding up its rollouts with another tranche of acquisition-led integrations hitting customers (specifically mobile ones) last autumn and throughout 2014.

Smaller, agile companies such as Yammer, Chatter, Netbreeze and so on have been snapped up and rolled into the bigger CRMs in what is effectively a power play by service providers to capture more of the mobile CRM market – which only 34% of European businesses are currently using. That’s 66% of European businesses still to play for.

At the same time, there are a host of smaller CRMs who are quicker to build their own mobile solutions or apps, and push them out at relatively little cost to themselves. They themselves are proving that agility in an upturn is the only way.

And In The Real World…

If your sales team can hit their quota 65% of the time, rather than 22%, what would that mean to your business? Finally, a tangible that you can take to the board. The board don’t like anecdotes. The board don’t like stories – they want the figures, and that’s what we’ve been lacking. It’s one thing to say “we want a CRM we can access from a hotel bedroom” – it’s another to say “give me a CRM I can access anywhere, and I’ll sell 3 times more.”

So if you’re building a business case now, think about the 65% – 22% comparison, but also think about the leads you lost due to a lack of agility higher up the funnel. Then you’ll see that the only CRM is a mobile CRM.