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Gartner 2016 CRM Sales Predicts

by Robert Desisto  |  December 1, 2015  |  1 Comment

Our 2016 CRM Sales Predicts looks at four main themes: mobile productivity, big data and analytics, partner experience, and smart machines.

The focus of our mobile productivity predict is to look at how mobile sales apps improve the salesperson experience and reduce manual data entry on desktops. The mobile predict is very important because it enables our second predict of leveraging big data and business graphs to monitor and improve sales execution. The big data element is only possible because the mobile sales productivity apps improve the collection of data that will be analyzed on the business graphs.

Our third predict applies the principles of digitalization to the partner channel world. Commercially available partner relationship management (PRM) provides a solid start in to the channel digitalization by automating standard processes and being easily adjustable to brand makers’ and channel sales partners’ needs. We look at how this exciting new concept of the PRM applications will be adopted and lead to business benefits.

Smart machines will also augment the consumer experience and will influence consumer-buying decisions, which is the focus of our fourth predict.

Key Findings in the report include:

  • The vast majority of salesperson communications (emails, texts, meetings) with customers are either not documented or poorly documented, with incomplete information in sales force automation (SFA) applications.
  • B2B sales organizations with mature SFA implementations are exploring new big data and business graph technologies to improve sales execution, but the market for these sales operational monitoring providers is diffuse and nascent.
  • Channel organizations will focus on improving partner channel revenue performance through implementing commercially available partner relationship management (PRM) applications.
  • Experimental smart machine selling has the potential to become a major selling disrupter.

Additional Resources

Category: crm  iot  mobile-app  mobile-sales  salesforce-automation  

Tags: crm  iot  prm  sfa  

Robert P. Desisto
VP Distinguished Analyst
14 years at Gartner
24 years IT industry

Robert Desisto is a Vice President and Distinguished Analyst in Gartner Research. He is responsible for managing the software as a service (SaaS) research agenda. His research focuses primarily on the use of SaaS as a delivery model for applications. Read Full Bio


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