毫無疑問Salesforce是目前應用最廣泛的客戶關係管理（CRM）係統之一。然而，BYOD（bring your own device）的轉換將改變銷售和營銷的遊戲規則
，所以我們需要直接在CRM當中融合技術。

數據科學當然是其中的關鍵一環。從Salesforce日前對RelateIQ的收購可以明顯看出，這個行業正在轉向數據科學
，希望通過數據科學實現一種分析和利用數據的先進方式。不過即使數據科學對CRM和銷售生產力未來的成功起到了舉足輕重的作用，但是CRMdegemingmeiyounamerongyishixian。xiaoshourenyuandefenxishuipingqujueyutamenxitonghuoqudeshuju，weilequebaoxiaoshourenyuankeyihuoqugaozhiliangdeshuju，tamendepingtaixuyaotongshiyongyouqiangdadehouduanhelianghaodeyonghutiyan。

銷售管理人員清楚知道，將移動平台的便捷和效率帶到CRM和Salesforce是銷售生產力的新前沿。《經濟學人》在2013年的一次調查發現全球有33%的企業高管打算在未來三年大力投資企業內部移動應用。然而我們要走的路還有很長，因為到目前為止，在這些高管當中隻有15%真正有做到大力投資移動應用。

zaikaituoyidongyingyongfangmian
，xiaoshourenyuanbiqiyedeqitayuangongdouyaozoudegengqian。naweishenmebushisuoyoudexiaoshoutuanduidouyouliyongyidonggongjulaitishengshengchanlihexiaolvne
？henduoqitaxingyedouyijingshiyingleyidongpingtai
，zaiyidongzhifulingyu，fuzadefukuanxinxishuruguochengyijingbeiqudai
，youxieyingyongshenzhikeyishixianyijianzhifu。haiyouyonghuzhixutongguoyicidianjijiukeyishiyongUber或Lyft打車。但是企業解決方案提供商在這方麵一直進展緩慢，無法提供簡單而自然的用戶體驗，這是CRM的一大痛點。

CRM數據輸入的過程可能需要消耗大量的時間和人力。很多銷售人員每周都會花上一整天的時間來更新他們的CRM數(shu)據(ju)。他(ta)們(men)非(fei)常(chang)渴(ke)望(wang)數(shu)據(ju)輸(shu)入(ru)的(de)移(yi)動(dong)解(jie)決(jue)方(fang)案(an)，最(zui)好(hao)還(hai)能(neng)幫(bang)助(zhu)他(ta)們(men)完(wan)成(cheng)交(jiao)易(yi)和(he)提(ti)升(sheng)利(li)潤(run)。雖(sui)然(ran)現(xian)在(zai)市(shi)場(chang)上(shang)已(yi)經(jing)有(you)一(yi)些(xie)可(ke)用(yong)的(de)選(xuan)擇(ze)，但(dan)是(shi)大(da)部(bu)分(fen)的(de)企(qi)業(ye)應(ying)用(yong)的(de)用(yong)戶(hu)友(you)好(hao)度(du)都(dou)遠(yuan)遠(yuan)不(bu)如(ru)消(xiao)費(fei)者(zhe)應(ying)用(yong)，這(zhe)樣(yang)不(bu)僅(jin)會(hui)影(ying)響(xiang)這(zhe)些(xie)應(ying)用(yong)的(de)普(pu)及(ji)，而(er)且(qie)一(yi)直(zhi)都(dou)無(wu)法(fa)解(jie)決(jue)數(shu)據(ju)輸(shu)入(ru)滯(zhi)後(hou)和(he)不(bu)一(yi)致(zhi)問(wen)題(ti)。

此外
，企業正在迅速普及雲端CRM和(he)商(shang)業(ye)智(zhi)能(neng)技(ji)術(shu)，希(xi)望(wang)這(zhe)些(xie)技(ji)術(shu)可(ke)以(yi)幫(bang)助(zhu)企(qi)業(ye)進(jin)行(xing)決(jue)策(ce)，但(dan)是(shi)這(zhe)些(xie)決(jue)策(ce)的(de)水(shui)平(ping)取(qu)決(jue)於(yu)它(ta)們(men)的(de)基(ji)礎(chu)數(shu)據(ju)。因(yin)此(ci)，改(gai)善(shan)數(shu)據(ju)輸(shu)入(ru)的(de)流(liu)程(cheng)將(jiang)會(hui)是(shi)一(yi)個(ge)很(hen)好(hao)的(de)開(kai)始(shi)。

但是利用移動工具來修複數據輸入問題隻是成功的第一步。可執行的銷售數據被儲存在多個數據庫當中：CRM、日曆和電子郵件隻是入門。成功的銷售代表會利用LinkedIn來尋找決策人員
；利用Evernote這樣的工具進行記錄；利用Box
、Dropbox
、Sharepoint等deng工gong具ju來lai儲chu存cun參can考kao材cai料liao，他ta們men還hai會hui使shi用yong很hen多duo其qi他ta的de工gong具ju。普pu通tong的de銷xiao售shou代dai表biao會hui使shi用yong大da量liang的de應ying用yong來lai管guan理li他ta們men的de工gong作zuo流liu程cheng。這zhe些xie工gong具ju可ke以yi提ti升sheng他ta們men的de生sheng產chan力li
，但dan是shi他ta們men也ye知zhi道dao如ru果guo這zhe些xie工gong具ju之zhi間jian缺que乏fa整zheng合he的de話hua，他ta們men就jiu需xu要yao在zai每mei個ge應ying用yong上shang花hua費fei大da量liang的de時shi間jian。

這些數據庫包含了相互聯係的信息，但是隻有將它們作為一個整體來分析才能最大限度地發揮它們的價值——dakaishujukexuechuangxindedamen
，bangzhuxiaoshourenyuanhexiaoshoujinglizhuanzhuyuzuiyoujiazhidejiaoyi。yigegaoxiaodexiaoshoushengchanlipingtaixuyaojiangbutongdeshujukulianxizaiyiqi，zhenglihaojiaoyihekehuguanxidexiangguanneirong，bangzhuxiaoshourenyuanhexiaoshoujinglirenshidaoweilaidejiyu。

CRM係xi統tong不bu會hui消xiao失shi，它ta們men提ti供gong了le銷xiao售shou人ren員yuan所suo需xu的de數shu據ju基ji礎chu和he工gong具ju
，幫bang助zhu他ta們men進jin行xing報bao告gao和he預yu測ce工gong作zuo。但dan是shi他ta們men還hai是shi需xu要yao完wan成cheng一yi些xie工gong作zuo才cai能neng從cong這zhe些xie投tou入ru當dang中zhong獲huo取qu價jia值zhi。數shu據ju科ke學xue當dang然ran是shi成cheng功gong的de一yi個ge要yao素su，但dan如ru果guo沒mei有you移yi動dong優you先xian的de方fang法fa和he對dui生sheng產chan力li的de追zhui求qiu，這zhe個ge“科學”也不能為你帶來什麼。

原文：

Editor’s note: Andy Byrne is founder and CEO of Clari, a mobile-first sales productivity platform. Prior to Clari, Andy was part of the founding teams at Clearwell Systems and Timestock, Inc.

There is no doubt that Salesforce is one of the most widely used customer relationship management systems. However, the shift to BYOD is changing the game for sales and marketing, and we need an immediate infusion of technology in CRM.

Data science is certainly a key piece of the puzzle. With Salesforce’s recent acquisition of RelateIQ, it is evident that the industry is looking to data science to fuel a new and improved way of analyzing information and making it useful. But while data science is vital to the future success of CRM and sales productivity, a CRM revolution will take more than that. Your analysis is only as good as the data that goes into your system. And to ensure that sales reps input quality data, they need a platform that marries a powerful back end with an experience they love.

Executives know that bringing the convenience and productivity of mobile to CRM and Salesforce is the next frontier for sales productivity. A 2013 survey by The Economist found that 33 percent of global executives plan to invest heavily in internal mobile apps over the next three years. Yet we have a long way to go. Only 15 percent of these executives have actually invested at this point.

More than any other enterprise worker, sales professionals are blazing the mobile trail. So why doesn’t every sales team look to mobile to deliver breakthrough productivity and effectiveness? Many other industries have adapted; in the world of mobile payments, the painstaking process of entering billing information has been replaced, in some cases, with a single touch. And those looking to catch a ride on Uber or Lyft need only one click. But enterprise solution providers have been slow to deliver such simple and natural user experiences. And this is a big pain point for CRM.

CRM data entry can be a time-consuming, laborious process. Most sales reps sacrifice a full day every week just updating their CRM. Reps are starved for a mobile solution that allows them to easily enter data on the go. And more so, one that actually helps close deals and make them money. While there are some options out there now, most enterprise apps are far less user-friendly than their consumer counterparts, preventing adoption and perpetuating the problem of lag-behind, inconsistent data entry.

On top of that, companies are rapidly adopting cloud-based CRM and business intelligence technologies to fuel selling decisions, but those decisions are only as good as the underlying data. Fixing the process of data entry is a good start.

But putting mobile to work to fix data entry is only the first step. Actionable sales data is located across many silos: CRM, calendars, and email are only the start. Successful reps use LinkedIn to identify decision-makers; tools like Evernote for notes; Box, Dropbox, Sharepoint and other online storage systems for reference material; and many others. A typical rep uses a dozen apps to manage the pipeline. They use these tools to be more productive, but they know the lack of integration means a time-consuming dance as they sort through each app individually.

These silos contain interrelated information most useful when analyzed as a whole — opening the door for innovative data science to help reps and managers focus on the most effective next steps for the most promising deals. An effective sales productivity platform needs to tie data silos together, reorganizing the content around deals and relationships to give sales reps and managers a complete picture of their opportunities.

CRM systems are not going away. They provide the data infrastructure and tools they need for reporting and forecasting. But work needs to be done to derive value from these investments. Data science is definitely part of the equation, but without a mobile-first approach and an eye toward productivity, the “science” isn’t going to do much for you.

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