“These vendors’ built-in best practices and processes provide a level of expertise that companies just don’t get with a generic CRM solution.”Īs a result, “horizontal CRMs will start being replaced by industry-specific vertical CRMs that help you navigate the specific challenges of your industry,” says Anatoly Geyfman, CEO, Carevoyance.
“A real estate salesperson has different needs than a medical device salesperson, and companies are increasingly realizing that they could benefit from using industry-specific CRM solutions like Veeva, Vlocity and OpenGov,” he says. “In 2016, the ‘verticalization’ of CRM solutions will be accelerated,” says Adam Honig, cofounder and CEO of Spiro, a personal sales app for salespeople. Vertical CRMs will give traditional CRM solutions some serious competition. Expect more companies to enter this market in 2016.” “One example of a company that is doing this successfully right now is HubSpot, which added a free CRM to its marketing software last year. But in the future, integrations will be replaced by all-in-one software platforms that truly marry the needs of sales and marketing,” she says. “There has already been some movement in this direction, with many CRMs, such as Salesforce, offering integrations with marketing software.
“CRMs will evolve from sales-oriented tools to truly integrated marketing and sales platforms,” predicts Kathleen Booth, CEO, Quintain Marketing. And if CRM vendors can’t keep up with the demand, users will switch systems, finding one that works better with their existing infrastructure.” “Rather than spending hours downloading and uploading CSVs of data from one system to another, CRM users will demand that their provider build these native integrations with other platforms to make them more efficient. “It’s increasingly important that your CRM be able to seamlessly integrate with your ecommerce platform, your marketing automation software, your analytics software, your accounting system… the list goes on and on,” says Katie Hollar, CRM expert at Capterra, an online tool for businesses to find the right software. Integration will be the name of the game. And, mobile CRM powerful sales tool as more and more reps eschew traditional slides in favor of showing a demo on their phone or pulling up the latest analytics or dashboards on their device.” “Real-time data keep reps in the know about everything from usage rates to open service tickets to breaking news about the prospect they’re about to visit. Sales reps will rely on “mobile CRM keep connected and in touch with prospects and their sales manager,” adds Sean Alpert, senior director, Product Marketing, Sales Cloud, Salesforce.
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“So far, most mobile CRM apps have focused on providing a basic phone-ready version of the desktop version, usually without the full set of features.” Over the next 12 months, however, “expect to see CRM mobile apps adding features that interact with map and note-taking apps.” Also, “CRM will become less hierarchical and easier to use on the go.” In 2016, “we’ll see CRM go mobile in a big way,” says Prosser.
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