Commentary

The 'C' Stands For Cloud

Since I have actively worked in sales since 1987, I remember the days of paper tickler files and using the phone book for prospecting. I even resorted to walking into buildings and dropping off collateral or business cards with a receptionist. On a few occasions, I also remember being asked by security to leave a building. Cell phones didn't exist, we didn't have email, we shared a desktop in the office (IBM XT), and we didn't even have voicemail. Ironically, we were a technology company.

With the advent of desktop computing, the Internet, client server technology, browsers and, in particular, cloud-based services, today's sales and marketing professionals have an arsenal of tools at their disposal. Cloud-based services like Salesforce.com, Eloqua and Marketo, just to name a few, have completely changed the sales and marketing ecosystem.

Lately, the term "cloud" has been featured heavily in the media, especially with Apple's recent iCloud announcement. However, the rise in popularity isn't without cause.

Organizations are moving their applications to the cloud in an effort to streamline operations, lower costs and increase revenue. Most importantly, businesses are offering cloud-based services to reach a broader audience and strengthen customer relationships.

According to the International Data Corporation's (IDC) Worldwide and Regional Public IT Cloud Services 2011-2015 Forecast, cloud services will be a $72.9 billion market by 2015, driven almost entirely by companies delivering software as a service.

However, before cloud forecasts and terms like cloud computing and SaaS gained recognition, I recognized the importance of offering browser based products/services. Our customers are increasingly spending more time online, so it is only logical that they would seek Web-based access. They don't want to spend time, and computer space, downloading software or installing plug-ins. They want the ease-of-use and convenience of accessing information/applications anywhere and at anytime.

Here are a few reasons why cloud-based tools will provide you and your customers a business advantage:

Accessibility
Cloud-based tools can be accessed from any location as long as you have an Internet connection, so customers can manage when and where they connect. This on-demand availability is crucial when time is of the essence and schedules are often difficult to coordinate. In addition, data can be stored and updated in the cloud at a customer's convenience.

Multi-Device Usage
More and more, I have noticed an increased need for mobile video solutions/access. Sales teams are quickly transitioning to the use of mobile devices to share ideas and connect with customers and fellow employees while traveling.

According to an IMS Enterprise Web Communications Survey for the first quarter of 2011 (1002 respondents), 60% of respondents cited mobile accessibility as an important or necessary feature for webcasting communications. Additionally, 56% and 58% of respondents said that they are using on-demand and live mobile video communication, respectively.

To support this growing need, many cloud-based platforms now offer viewing and accessibility on tablets, smartphones and other mobile devices. The convenience of mobile access allows additional scheduling flexibility for a wide range of business uses, broader audience reach for corporate communication events as well as increased customer interaction. By providing additional access points, companies further expand the number of ways to connect with their customers.

Improved maintenance
The Web browser provides customers with a uniform viewing environment. Therefore, any updates or enhancements can be installed via the host server for customers to access instantly. Since individual customer computers do not have to be upgraded, rolling out new features and functionality and customizing interfaces and/or presentations is more seamless.

The "C" in CRM today stands for cloud. No more Lotus spreadsheets and Rolodexes. Modern-day sales and marketing professionals need to work in the cloud and keep their head out of the clouds.

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