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Selligy Mobile CRM: Marketing ROI Visibility for Enterprises

By - Source: Selligy

How do you get your sales people to actually use all that Salesforce CRM has to offer? One company is on a mission to get more useful information to sales teams and vice versa, to get better information out of them and into Salesforce, all through a mobile app.

Selligy integrates with Salesforce.com adding advanced tools and functionality that you won't find in the Salesforce1 mobile app. Selligy also integrates with the phone's contact and calendar, making it easier for sales people to get their meetings and contact info into Salesforce. The downside is that Selligy currently only offers an iPhone version of the app; Android support is under active development and will be available later this year. The app is also limited to Salesforce and won't work with other CRM platforms. 

More: CRM in the Cloud: What You Need to Know

The enterprise-level mobile app, targeting sales teams with at least 200 users, launched late last year after a series of funding, which included Salesforce; today the company announced key improvements to the app's reporting features and console.

One of the improvements is around team activity reports, which have the potential to become more efficient and timely when sales members leverage the Selligy app. The updated enterprise app makes it easier for sales people to add details of their actions into Salesforce. It's also built to facilitate automated, daily status updates that offer field managers more visibility into the actions of their sales teams; and more importantly, what the results of these activities are, which can be used for more effective sales forecasting and planning.

Figure 1: Daily Activity Summary EmailFigure 1: Daily Activity Summary Email

This email is delivered to sales management on a daily basis. It shows the salesperson's activities for the day and tallies up the forecast changes. This allows management to think about forecasts on a daily basis, without having to phone salespeople.

And when a manager taps/clicks on "Full Report," they are taken to the Team Activity Report in Selligy.

Figure 2: Team Activity ReportFigure 2: Team Activity Report
This report shows all the activity for the team for the day or the week. It shows which accounts the salesperson visited or called, the meeting notes and opportunity updates. Because these opportunity updates are in-context to the meeting, a manager knows why the changes were made and when the update was made.

In addition to team activity reports, Selligy is introducing marketing-to-revenue reporting capability. Selligy's internal research showed that only five percent of Salesforce users utilize the powerful 'opportunity contact roles' feature, which allows you to track pending deals and sales, essentially building a sales pipeline that helps with sales forecasting. The app's new feature makes it easier to make the right connections between marketing, customer contacts and sales, offering a better view of the marketing ROI.

"Traditionally, drawing the connection between marketing initiatives and sales has been very difficult," Nilay Patel, CEO and co-founder of Selligy said in an interview with Tom's. "Selligy helps you draw the line from marketing activities to the closing of a deal." 

The additional data points that are collected from sales teams to facilitate these reports are driven through Selligy but are stored in Salesforce. The reports themselves are generated through Salesforce as well. However, the value from these reports comes not only from the additional data, but the timeliness of updates.

"With Selligy, we can rely on accurate, timely reports because our widely distributed sales teams can update exactly what is going on with each sales opportunity," said Deirdre Mahon, vice president, marketing for RainStor. "We can now better understand what marketing investments drive leads and therefore focus on the activities that drive actual deals."

It's features like these that make Selligy so intertwined with Salesforce that it's hard to imagine how other CRM platforms might be successfully integrated into the app. Patel admitted that the Salesforce will be the company's CRM of choice for this year, noting that "Selligy is deeply integrated with Salesforce." He did however add that the platform was "designed to integrate multiple CRM platforms and we'll consider others in 2015." Stay tuned.

The final update Selligy announced today is the automated configuration console which allows users to customize and configure the app so users get a better overall experience. In fact, usability looks like the major selling point of the app; the Selligy website states that the app is able to offer more frequent updates and better visibility for managers into activities while actually minimizing the time sales people have to enter data into the CRM.  

Selligy Enterprise is priced at $75 per user, per month for organizations with more than 200 users. There’s also a corporate version available with limited features at $40 per user, per month and a free trial. For more on this news, visit selligy.com.

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