PDA technology for sales and marketing

PDA technology for sales and marketing

Where do you see PDA technology going and aiding the business world? What are some of the new type of applications that will make a difference for sales and marketing type of users?

How can an enterprise expect to capitalize on PDA technology and help with the bottom-line?

Can you point me to some white papers or publications that show where this technology is going? I have hundreds of Mktg and Sales folks that could possibly take advantage but need some reference point and examples.

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The use of PDA technology is increasing at a dramatic rate. This includes Windows-based PDA devices, as well as Windows-based Pocket PC Smart phones. The sales of Palm Pilots (also considered PDA) is decreasing due to market demand of easy sharing of data and information among Windows-based systems.

As far as 'killer applications' for marketing and sales, I think CRM and SFA systems are prevalent, accepted and have proven to be critical corporate applications for field sales and marketing users.

While sales for these applications are strong, the user adoption rate is found to be sub-optimal. Why?

1) Current systems do not reflect how the user and the process interface. They provide a packaged process that meets the needs of what the supplier perceives will meet the need.

2) Available systems do not reflect the sequence with which data is gathered or reported, again impacting user adoption due to packaged software inflexibility.

3) Limited or no integration with back office and legacy systems impact the ability to deliver relevant information to the field sales professional when they are in front of the customer and can impact business as it happens.

The killer app for marketing and sales that has a demonstrable return on investment (ROI) and return on existing assets (ROA) should:

  • Reflect the sequence of business process as the user gathers data.
  • Bring data and information out of legacy systems so the user has the intelligence while in front of clients and prospects to impact business (ie. Inventory levels, installation and delivery schedules, and so on). Further they should be integrated with any post sales system used by field service, customer support, etc.
  • Leverage the business process as a strategic weapon of an enterprise, offering the flexibility for change. They need to be modified as competition or market conditions change. Thus the killer app should be flexible and changeable to support your process changes without requiring an enterprise to hire a team of professionals to maintain the solution.

    Regarding white papers, if you 'Google' CRM and ROI, or SFA and ROI, you'll see over 1190 hits. The Web is full of papers.

    • This was first published in October 2004

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