A CRM can also help CIOs implement an effective mobile strategy.
Sales need access to dashboards, logs, opportunities and client-facing content, for example, but the business also needs a customer-facing branded smartphone app.
To maximise the impact, it all needs to connect to a CRM in the backend.
Mobile uptake may be driving the need for several such projects at once in a business, which means a lot of development, in areas where IT staff may not have established skills.
But with the right platform, the potential for customised mobile apps can extend beyond traditional devices to self-reporting by smart, internet-enabled components.