Salesforce.com unveiled Thursday several interconnected sales and marketing tools for its mobile CRM platform designed to empower sales reps in the field with greater insight into the activities of prospective buyers so they can more effectively close deals.
Sales Reach, the new product built on top of the Salesforce1 mobile platform, will improve the ability of sales reps to market to, track and communicate with prospects in a world of increasingly non-linear sales processes and one-click buyers.
Mark Woollen, Salesforce VP of product marketing, described Sales Reach to CRN as the “most recent innovation in a string of innovations here at Salesforce over the last 15 plus years.”
The new offering continues Salesforce.com’s work in modernizing the CRM by taking inspiration from cloud, mobile and social technology trends, Woollen said. It combines the company’s Pardot marketing software with the Sales Cloud and Communities social forum.
“We’ve identified and figured out a better way to tap into mobile-empowered buyers,” Woollen said, noting that 80 percent of purchase decisions are influenced by what is being messaged across mobile channels.
“In the consumer world, you’re seeing an acknowledgement of this and interesting products and services to address this,” Woollen said.
Sales Reach adds five new capabilities to the CRM platform: Micro Campaigns, Real-Time Activity Notifications, Lead Tracking, Mobile Nurture Campaigns and Salesforce Communities for Prospects. The new tools all access existing Salesforce1 APIs and capabilities.
Corinne Sklar is global CMO at Bluewolf, a cloud consulting firm with an international practice. Bluewolf recently conducted a State of Salesforce survey in which 71 percent of sales professionals said access to real-time data on mobile devices is crucial.
“Traditional departmental silos must disappear and marketing, sales and service departments must all collaborate on unlocking customer data in a useable and personalized way,” Sklar told CRN.
“Sales Reach’s CRM and marketing automation alignment drives this type of collaboration and gives sales employees instant customer visibility in the field, and empowers them with mobile solutions that allow them to focus on selling, not technology,” she said.
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