THE ENHATCH BLOG

blog.urx.com
Deeplinks are essential to reconnect native apps and the web to create the most fluid and engaging mobile experience. We are at a turning point in the mobile app ecosystem where deeplinking is becoming a priority and not just a feature.

How Many of the Top 200 Mobile Apps Use Deeplinks? via URXblog

This is clearly a trend that is happening for consumer based apps.  Will it come to enterprise apps like CRM?  We think so and the smart developers will intelligently add deeplinking to create better user experiences and in turn add value to their own apps.

crmbuyer.com
If CRM is “dead” or we are in a “post-CRM” era, then it is because of the obvious fact that we do business very differently today than during CRM’s golden era. CRM was fundamentally a transaction-tracking system or system of record. The era we are in involves a great deal of business process complexity and requires systems of engagement.

Evolving CRM by CRM Buyer

CRM is far from dead, but there are plenty of caskets holding the remains of half-baked and poorly adopted CRM implementations.  We are indeed in a post-CRM era and it is being led by mobile apps that are much simpler and easier to implement than massive and complex suites like Salesforce.com and similar first-generation Web-based SaaS tools.

crmbuyer.com
CRM was crowned “the next fast rising star” by Good Technology, with total activations in the mobile app category increasing, quarter over quarter, by a factor of seven. Enterprise application activations continued to see significant double-digit growth, increasing 20 percent quarter over quarter.

It’s Time Companies Put Mobile First via CRM Buyer

The good news is that mobile activations of enterprise apps, particularly CRM, are fast on the rise.  This is being driven by sales teams that are increasingly relying upon smartphones and tablets to do work and needing more enterprise centric tools to get the job done.

uxmag.com
The next generation of enterprise software won’t just track, report, and distribute information. It will learn patterns, anticipate problems and provide solutions. It will do more heavy lifting, liberating organizations and their workers to imagine, invent and solve problems bigger than patching a broken machine.

Transforming Stodgy Enterprise Applications Into Engaging Experiences via UX Magazine

To further the point, the next generation of enterprise software will be mobile-first and be tailored not just to the industry, but to the business and to the user, all without hefty and costly customization epidemic of large business software suites.  That is exactly what we have done with CRM, created on mobile for the mobile sales rep.

What Executive Buyers Want
The challenge for sales people is that executives buyers expect more insightful sales engagement, yet most sales people are simply unprepared to have that type of conversation.  Thus most meetings default to stale Powerpoint presentations or a litany of rambling questions fishing for a problem to solve.
Enhatch brings together customer data and content that both informs and prepares salespeople to have more engaging conversations.  We do this all with one app on a phone that provides sales information, a library of digital content, and current insight into the prospect.  By giving sales reps the power of those tools in the device they are already using, sales people have the opportunity to engage in the type of conversation that gets executives excited because they are better prepared.

What Executive Buyers Want

The challenge for sales people is that executives buyers expect more insightful sales engagement, yet most sales people are simply unprepared to have that type of conversation.  Thus most meetings default to stale Powerpoint presentations or a litany of rambling questions fishing for a problem to solve.

Enhatch brings together customer data and content that both informs and prepares salespeople to have more engaging conversations.  We do this all with one app on a phone that provides sales information, a library of digital content, and current insight into the prospect.  By giving sales reps the power of those tools in the device they are already using, sales people have the opportunity to engage in the type of conversation that gets executives excited because they are better prepared.

forbes.com

Often, when implementing a CRM solution, each department chimes in with what customer data the system should track. The marketing organization generally wants to track lead sources, organizational structure, competitor information, and a myriad of seemingly valuable information. Accounting and Legal have their wish lists. Then what usually ends up happening in most organizations, is someone from Marketing, Accounting or Legal suggests: “While sales executives are speaking with the customer, they should gather that information.”

Don’t fall into that trap! Do you want your salespeople to drive revenue, or perform data entry? Top performing salespeople are effective at planning and executing (or we hope at least one of these). Most are not wired to be stellar at data entry, collecting, and compliance.

The Secret To Choosing The Best CRM For Your Sales Organization via Forbes

Article goes on to say any sales solution has to be native mobile first.  We could not agree more!

gabrielsales.com
A July 2014 report from the Online Marketing Institute found that while over half of B2B marketers claim their content marketing efforts are ‘very mature’ (51%), most are finding it difficult to develop content that engages customers (87%). The report suggests that the reason for this disconnect may be in B2B marketer’s focusing too much on closing the deal and not enough on creating compelling content for the entire lifecycle of the B2B buyer.

B2B Sales & Marketing: Digital Challenges in 2014 via Gabriel Sales

In enterprise sales cycles where buyers are doing more of their research upfront and expecting more value in their interactions with sales, it is critical to front-load the sales cycle with compelling content.  That not only includes marketing oriented channels, but equipping sales people with content that lets them tell a compelling story when engaged with buyers.  More and more, that compelling story involves content on a tablet and smartphone.

marksbirch

The quote “This is the new business agility which embodies the new reality of “Deploy or Die”” sums up well our ideas at Enhatch. We are giving sales and marketing users the ability to not just sketch out apps that someone else builds, they have the power to do it themselves and to iterate on the process as they see fit on their timetable.  The point is that a business group could literally roll out an app in a matter of hours and deploy it across the sales team.  That is a tectonic shift in how enterprise apps are managed today which is slow and arduous.  Enhatch is built for business agility.

marksbirch:

Want to innovate? Become a “now-ist” by Joi Ito

What is needed is a new IT architecture and organizational structure that splits the functional from the infrastructure.  This enables IT to focus on securing technology platforms and the data therein while the business has the ability to control and modify the functional layer to enable their business needs.  Technology is no longer only the domain of IT as the spread of mobile devices and cloud services have demonstrated.  In the new era of IT, technology is delivered faster, business can deploy almost instantly, and IT can dedicate their efforts and resources to the fast and reliable delivery of corporate information in the most secure fashion possible.  Instead of the wholesales centralization of systems therefore, functionality and business software exists in a federated model within businesses while data is the currency that is protected and securely delivered by IT.  This is the new business agility which embodies the new reality of “Deploy or Die”.

forrester.com
According to a 2014 study by Forrester Research, the Business Marketing Association and the Online Marketing Institute, 51% believe their content marketing practices are mature, but a larger 85% of B2B marketing leaders fail to connect this activity to business value, which causes marketers to fail in customer retainment and shows a weakness in the later stages of the buying cycle.

B2B Marketers Struggle To Connect Content Marketing with Business Value via Forrester

A lack of analytics with sales activity is a huge gap in the toolkit of the modern day marketer.  That just happens to be the core of the Enhatch platform, not only do we provide easy distribution of content through visually engaging mobile apps, we also track the views of content to provide a clear view to marketers as to the relative value of that content.  This gives marketers a powerful data set by which to determine marketing ROI and ultimately to cost of sale and value to the sales process.

SoundCloud / a16z

a16z Podcast: The Topic That's Lasted the Entire History of Computing -- Bundling and Unbundling

The Topic That’s Lasted the Entire History of Computing - Bundling and Unbundling

Fascinating discussion between Steven Sinofsky and Benedict Evans, particularly for the implications for enterprise apps.  Most software to date has suffered from severe bloat.  Steven says as much during the beginning of the discussion around how features grow into massive products:

Then what you find is that your idea is sort of related to other ideas, and so you start to add features, and then one day you have someone else’s whole vertical integrated into your product, but it’s never as good as the separate one, but it might be good enough to keep your customers from jumping and using another product.

In mobile, this is an important concept as it relates to worker productivity, data & process integration, and user engagement.  Historically, the balance has always been between unbundling and bundling of functionality, with unbundling being the flavor of the moment.  This makes sense given that mobile lends itself to quick tasks and lookups.

What we see however is an emerging third path that gives enterprises the ability to customize the software for their needs.  The idea of allowing customers to modify the software is nothing new.  The difference now is that customization is not an IT project, but something that the business can control, so the concept of enterprise software mass customization is now a reality.

Businesses can weave between the two extremes of bundled and unbundled within Enhatch and see which path works best for their organization.  There is not inherent limit within Enhatch, and many of our customers have rolled out several apps based on each groups requirements.  For example, one group has more of a relationship, account based sales process whereas another group at our customer has more of the hunter-style sales approach, so each has a different app reflecting that difference.

The question of bundling and unbundling may very well continue.  At Enhatch though, we see the idea of mass customization, agile mobile development, and lean build, deploy, and test cycles will make the distinction a moot point.  It is pretty exciting creating the future and an entirely new paradigm of enterprise business software deployment.