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4 Steps for Kickstarting a Mobility Assessment for Your Sales Organization

by The Tip Doctor

May 12, 2011

Tip Doctor, Insider Learning Network.

This tip comes from the CRM 2011 presentation “A step-by-step guide for evaluating and selecting a mobile platform for your sales or service organization” by Ashish Saxena, Accrete Solutions

Prior to rolling out mobile CRM solutions to your sales organization, it’s critical to first conduct a mobility assessment.  This tip outlines practical steps for conducting such an assessment.

STEP 1: Initiate the Mobility Assessment

  • Build the case for the assessment
    • Stakeholders could include CFO, CIO and VPs of Sales, Service, and Marketing
    • Business case could include potential operational improvements, efficiency gains, and cost savings
  • Determine the resource needs and budget
    • Will need an assessment lead and at least one representative from each organization participating, and key IT resources
    • Could be done internally or with consulting support
  • Agree on the method and timing to perform the assessment
    • Assessment can typically be c ompleted in 2–6 weeks
  • Get approval and kick off initiative

STEP 2: Perform the Mobility Assessment

  • Surveys and stakeholder interviews
    • Informal surveys/questionnaires are a great way to capture internal feedback
    • Sample survey questions are included in the conference CD
    • Stakeholder interviews with key executives and business users provide great insight into mobility preferences
  • Visioning workshops
    • Conduct mobility visioning workshops to look at company-wide requirements, organizational-specific requirements, technology preferences, readiness to implement, etc.
    • Identify target areas for improvement, potential obstacles, and the top three priorities for selecting a platform
    • Tip: Consider an experienced facilitator to conduct the sessions
    • Business needs and benchmarking analysis
    • During the workshops, identify high-impact target areas in which to perform benchmark analysis
    • Define high-level mobility business requirements
    • Consider potential “off the shelf” solutions that can be extended to leverage the back-end applications to the mobile platform
    • Potential benchmark areas include:
    • Field sales efficiency improvements
    • Speed of decision making
    • Increase in sales volume
    • Identify mobility KPIs that need to be measured
  • Examples of Mobility KPIs for Sales
    • Sales revenue by sales employee
    • % of order errors
    • % of system errors
    • Lead cy cle time
    • Opportunity cycle time
    • Order cycle time
    • Average cost of sale
    • Average cost of customer call
    • Opportunity to order conversion ratio
    • Average response time to customer
    • Customer satisfaction
  • Technology needs and benchmarking analysis
    • Define high-level mobility technical requirements
    • Consider inviting leading solution vendors in to perform mini-demonstrations and hands-on reviews of their products
    • Evaluate the technology infrastructure “fit” for each potential solution in your IT landscape
    • Evaluate mobility security needs and potential solutions
    • Define data and application management and distribution mechanisms
    • Evaluate which applications will need to be built in-house or contracted vs. “off the shelf” solutions

STEP 3: Capture and Analyze the Results

  • Document the findings
    • Business benefits, potential gains, requirements summary
    • Technology and security considerations, implementation, and  maintenance costs
    • Adoption potential and organizational readiness
  • Develop a mobility vision and roadmap
  • Summarize the key takeaways from the stakeholder analysis
  • An ROI calculation for any mobility solution can speed up the decision-making process
  • Look for and highlight “common ground” agreements on top priorities and technology preferences
  • A visual Business Value vs. Implementation Effort chart is very useful in the selection process
    • Sample Template provided
  • High-level fit/gap analysis of the mobility business requirements with the potential vendor solutions will help in short listing the solutions

 

STEP 4: Determine Next Steps and Action Plans

  • Build out a roadmap of phased deployments across the company
  • Support with business cases where possible
  • Present to management / executive teams to get approvals for formal implementation projects
  • Some system integrators offer quick-start assessment and mobilization services that could fast-track your efforts
    • There are many templates available for companies who prefer to drive the analysis themselves

 

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