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These key barriers have resulted in lower field adoption and utilization levels than management needs in order to reap the anticipated benefits.

Enter mobile handheld computing, which can provide a highly accessible, easy-to-use version of the CRM functionality reps need to do their jobs. By extending existing CRM investments, customer data and call reporting becomes accessible to reps when and where they need it.

Shrinking CRM for the field - Steps to consider
In most organizations, field CRM or SFA has been designed around the sales reporting needs of management, not the sales process needs of the end user. As a result, these systems tend to be forced on sales reps without necessarily addressing their pain points or fitting easily into their daily workflow. What features will increase adoption? What do they think of the current system? When do reps prefer to do their call reporting? What information do they REALLY value in the field? These and other important questions help in mapping out a mobile CRM project. Instead of building around management, a successful field CRM implementation will focus on the issues of the user. In stripping down CRM to a pint-size version, the following steps will help to ensure a successful mobile CRM solution.

Step 1: Talk to the rep
Design from the outside-in. If the reps don't see value, they simply won't use CRM so design the mobile solution around their workflow. Talk to reps and identify common frustrations and how best to fix them. Find out what barriers are coming between the rep and the customer. For example, if the rep has not been able to access the most up-to-date marketing, product and pricing information in the field, it is likely that they couldn't answer customer questions. It makes sense to empower reps with the information they need to answer questions on the spot, to maximize those customer interactions.

According to the AvantGo Sales Management & Field Representative Survey, 72% percent of sales reps said they spend 50% or more of their time away from their home or work office. Most will agree that much of this is non-selling downtime that could be spent preparing for calls or finishing up administrative tasks that today eat up their mornings or evenings at home. Mobile solutions finally give the rep a chance to tap into this downtime and make it more productive, improving their quality of life and effectiveness.

Step 2: Map information flow
After identifying the issues that sales reps face, consider the information flow that could address those issues. Reps in the field need information to be effective. Look at the day-to-day process sales reps follow in the field to determine what kinds of functionality or information could be provided to help address any issues raised in step one.

If, for example, quality of life is affected by the demand of administration tasks, there is likely information or functionality missing that might alleviate the problem. Mobile solutions provide an information delivery and capture mechanism that is tailored to the workflow of the rep. But first, you must understand what type of information is needed by the rep and in what context.

Step 3: Simplify, simplify, simplify
Reps need the RIGHT information, not ALL the information. As a rule of thumb, reps do not need the entire CRM system on their handheld. More likely, they need specific opportunity management and service histories from the CRM system, marketing and competitive messaging from the intranet, and inventory information from the ERP system. Don't be limited to mobilizing information from just one back-end system. That will rarely serve the rep's needs. Instead, pick and choose based on your specific sales process.

It is critical to build an architecture that will flexibly aggregate corporate information. Despite the progress in mobile devices, a small form factor still presents limitations in screen size and memory, requiring careful thought and planning. Remember - less is more.

Step 4: Build for the environment
You also need to understand the work environment of sales reps. Reps are mobile by the very nature of the job, and for technology to be useful, it must support their work environment. What type of screen navigation works best? Do they really need wireless connectivity or will an offline solution do the trick? (note from experience - rarely is wireless critical for sales processes and can get unnecessarily costly) Does the solution map to their workflow? What personalization and flexibility is required? The AvantGo Sales Management & Field Representative Survey discovered that over eighty percent of sales reps surveyed believe that a PDA sales solution would make them more productive in the field and 90% said they would use their CRM/SFA system more if they had handheld mobile access. If you design for usability and value, the reps will adopt the solution.

Conclusion
Follow the steps outlined above and reap the benefits of mobile CRM. Mobile computing has successfully provided a pint-size version of CRM for many companies - driving adoption, data accuracy and increased sales effectiveness, and ultimately maximizing existing CRM investments. With all these benefits to mobile CRM, what are you waiting for?