A whitepaper from MicroStrategy on the need to develop a mobile strategy for salesforce

1. Mobility Won't Wait for Your Sales Force
Urgent first steps in developing a Mobile strategy
WHITE PAPER

2. Copyright Information
All Contents Copyright © 2013 MicroStrategy Incorporated. All Rights Reserved.
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Patent Information
This product is patented. One or more of the following patents may apply to the product sold herein: U.S. Patent Nos. 6,154,766, 6,173,310, 6,260,050, 6,263,051, 6,269,393, 6,279,033, 6,567,796,
6,587,547, 6,606,596, 6,658,093, 6,658,432, 6,662,195, 6,671,715, 6,691,100, 6,694,316, 6,697,808, 6,704,723, 6,741,980, 6,765,997, 6,768,788, 6,772,137, 6,788,768, 6,798,867, 6,801,910, 6,820,073,
6,829,334, 6,836,537, 6,850,603, 6,859,798, 6,873,693, 6,885,734, 6,940,953, 6,964,012, 6,977,992, 6,996,568, 6,996,569, 7,003,512, 7,010,518, 7,016,480, 7,020,251, 7,039,165, 7,082,422, 7,113,993,
7,127,403, 7,174,349, 7,181,417, 7,194,457, 7,197,461, 7,228,303, 7,260,577, 7,266,181, 7,272,212, 7,302,639, 7,324,942, 7,330,847, 7,340,040, 7,356,758, 7,356,840, 7,415,438, 7,428,302, 7,430,562,
7,440,898, 7,486,780, 7,509,671, 7,516,181, 7,559,048, 7,574,376, 7,617,201, 7,725,811, 7,801,967, 7,836,178, 7,861,161, 7,861,253, 7,881,443, 7,925,616, 7,945,584, 7,970,782, 8,005,870, 8,051,168,
8,051,369, 8,094,788, 8,130,918 and 8,296,287. Other patent applications are pending.

3. 3
TABLE OF CONTENTS
Executive Summary Page 4
Survey Results Page 4
Developing a Mobile Strategy Page 5
Design Page 5
Build, Secure and Deploy Page 6
Smoothing Out the Ride Page 7
Thinking "Quick" Page 7
Customer Case Studies Page 8
AutoTrader.com Page 8
CEVA Santé Animale Page 8
MetLife® Page 8

4. 4
Mobility Won't Wait for Your Sales Force
Urgent first steps in developing a Mobile strategy
Executive Summary
MicroStrategy, a global innovator of mobile solutions, recently surveyed
500 U.S. organizations on the use of tablet computers to support sales
activities across a large, diverse group of industries. The survey results
suggested many companies are facing significant hurdles to sales
enablement related to the limitations of their internal sales systems, which
are largely not equipped for enabling sales processes out of the office.
Tablet computers, and the powerful business applications that run on
them, have the potential to address many of the obstacles mentioned in
the survey. Some companies, however, are hesitant to pursue this course
due to concerns about cost, stranded investments, user adoption, and
more. The MicroStrategy Mobile App Platform has the ability to address
these concerns and to facilitate mobile sales enablement. To guide the
journey, the article outlines the urgent first steps in developing a mobile
strategy and presents several customer case studies that illustrate
the benefits of the MicroStrategy Mobile platform. It also invites the
reader to learn more by registering for a complimentary Introduction to
Mobile App Platform workshop, or participating in a QuickStrike focused
professional services program in which a MicroStrategy team assists an
organization in building a world-class mobile sales enablement
application in only 10 days.
Survey Results
Sales reps face a number of hurdles every day, ranging from competitive
battles to “no purchase” decisions to cancelled appointments. While
barriers constructed by external parties are to be expected, some of
the most challenging hurdles to sales enablement can be found much
closer to home. MicroStrategy, a global innovator of mobile solutions,
recently surveyed 500 U.S. organizations on the use of tablet computers
to support sales activities across many industries.* Nearly one in two
sales professionals cite“limited mobile access to key selling systems”and
“chronic inefficiencies in administrative work that wastes active selling
time” and as major challenges in sales enablement. Along those same
lines, approximately one-third said they are challenged by “laptop/
desktop systems and/or software applications not suited for field activity.”
Internal sales systems in many organizations, it appears, are not agile
enough to keep pace with the rapidly changing needs of sales reps
and their customers. Additionally, when asked to “assign a grade to the
quality of their sales meetings,” most organizations, small or large, gave
themselves a“B”or below.
The focus on internal processes and systems becomes even more intense
when viewed through the lens of C-level executives. They pointed to
their respective sales forces lack of understanding of customer needs as a
major barrier to selling (75%), along with limited mobile access to systems
(50%) and failure to keep product knowledge current (50%).
Both those in the field and those in the executive suite seem to agree
that sales organizations are being held back by immobile and under-
equipped systems and software. The cure is also apparent since a tablet
with mobile apps that allow on-the-go-transacting could help solve
most of these challenges. Tablet devices, in fact, have ushered in a whole
new era of field sales capabilities. Many of their inherent features, such
as intuitive touch-screens, instant on, long battery life, GPS, and 3G/4G
Internet access, translate into powerful sales capabilities when combined
with the sales-focused business applications that run on them.
Armed with mobile sales enablement apps on tablets or smart phones,
sales reps can vastly improve interactions with customers and prospects
through the ability to spontaneously exchange information as well as
access and share the latest multi-media content on-demand. They can
also better prepare for meetings and present more compelling offers by
having customer and product information, along with timely market and
competitive intelligence, at their fingertips. Overall productivity can also
be improved through on-the-go processing that allows reps to do routine
administrative tasks—such as updating opportunities, adding CRM call
records, or even capturing a customer’s signature for an order—during
meetings or cognitive downtime while still out in the field. Sales reps
no longer have to wait until the end of the day to catch up on sales or
Is your field sales force on the move or stuck in its tracks? Enable your sales reps to be 10X more effective with mobile
sales enablement apps.

5. 5
opportunity-related administrative tasks.
Notably, sales organizations have a good idea of where they’d like to go
with mobility someday. The survey respondents commonly reported
there are several activities they’d like to see their sales reps doing on
a mobile device, including create or update opportunities, view sales
collateral, view CRM records, view sales analytics, and collaborate and
share ideas with other team members. Interestingly, but not surprisingly,
sales directors viewed collaboration as their number one desired activity.
Despite the growing awareness of the benefits, sales organizations are
often reluctant to move from their current relatively immobile system
landscape to the desired future state of mobility. Many concerns
may plague the leaders of these sales organizations. Will their current
investments in legacy systems be stranded? Will their sales reps be
willing and able to adopt the new technologies? And perhaps, most
critically, will their data be secure on these mobile devices that may
be stolen or misplaced? Put another way, many believe that the
road to mobility is an intimidating endeavor, and while they know
they have to go down that route eventually, for now it is much more
comfortable to wait. This view, however, is rapidly becoming impractical.
While adoption rates vary by industry, mobility is fast becoming a strategic
imperative. MicroStrategy’s survey revealed that companies across every
industry are at least contemplating ways to utilize mobile devices to
enable their sales organizations, not to mention that customers now
expect salespeople to present timely, relevant information in an attractive
format that meets their needs and makes the most of their time. Sales
reps who can’t fulfill these expectations are at a decided disadvantage
to those who can. Fortunately, mobile development platforms are now
available that can address the aforementioned concerns, lower the cost of
deployment, and altogether smooth out the ride.
Developing a Mobile Strategy
Whether your sales organization is just now contemplating a move to
mobility or it has started to test the waters with pilot projects, a mobile
strategy is necessary to guide the journey.This strategy should address the
main facets of implementing mobile applications: design, build, secure,
and deploy.
Design
There are many ways in which mobile apps can enable sales processes
and enhance sales effectiveness. Based on our field experience as well
as feedback from our customers, the most effective mobile solutions
combine three elements:
• Commercial intelligence — This includes sales analytics,
such as buying patterns and cross-sell/up-sell opportunities,
as well as customer information, such as account data and client
communications. Market, product and competitive intelligence
also fall into this category. Via a mobile solution with these
capabilities, more often than not, sales reps will be well prepared,
able to navigate any customer meeting, and know where to focus
their time and energy.
• Customer engagement — The tablet is the optimal device for
supporting in-person sales meetings since its rich displays and
multimedia capabilities are well-suited for capturing and holding
attention. Throughinformation-richmobileapps,repscandisplay
MOBILE SALES ENABLEMENT
SURVEY RESULTS
EXECUTIVE LEADERS POINT TO THESE SELLING OBSTACLES
©2013 MicroStrategy, Inc. All Rights Reserved.
of sales organizations
grade themselves at a
on sales
MEETING QUALITY
B-LEVEL
OR BELOW
Create or update opportunities
View sales collateral
View CRM records
View sales analytics
Collaborate and share ideas
with other sales team members
1
2
3
4
5
nearly 1 in 2
sales professionals
cite lack of mobile access
as a sales challenge
LACK OF MOBILE ACCESS
TOP FIVE
desired
MOBILE
sales
activities:
LITYY
LACK OF INSIGHT
into what products,
services, and solutions to
offer customers
Failure to
keep product
KNOWLEDGE
CURRENT
LIMITED MOBILE
ACCESS
to key selling systems
SOLUTION:
MOBILE SALES ENABLEMENT APPS

6. 6
customized insights and access up-to-date materials to support
spontaneousconversationswithcustomers.Thisallowsrepstogo
with the customer’s flow of discussion, presenting information
that is relevant and interactive versus static and stale.
• Field execution — Through embedded workflows and
transactional capabilities, a mobile solution unfetters reps from
their offices in performing administrative tasks, such as taking
orders,addingCRM records, updating opportunitiesand forecasts,
and compiling task lists. This translates into action and sales
process continuity in the field instead of delays and downtime.
Additionally, MicroStrategy-powered mobile apps also offer the
abilitytounderstandhow, whenandwheretheappisbeingused.
This allows managers and sales enablement professionals to
provide coaching on ways to improve the selling process as
well as to identify areas where the app itself can be enhanced,
thus achieving continuous improvement.
Build, Secure and Deploy
With a solution design that incorporates these elements, sales reps
can move seamlessly from preparation to presentation to execution—
anywhere they happen to be. However, sales organizations are often
reluctant to move forward in developing a mobile strategy because they
have already invested heavily in a Customer Relationship Management
(CRM) solution or a Sales force Automation Solution (SFA) for which they
have yet to realize the anticipated ROI. Ironically, mobile sales enablement
apps, which are sometimes incorrectly perceived as an extraneous
investment, may hold the key to realizing the complete benefits of these
and other internal systems. An end-to-end view of the sales process
reveals why. In general, CRM and SFA solutions are about improving out-
of-meeting efficiency by automating business processes. Although they
dohavesomeefficiencybenefits,mobileapps,incontrast,aremoreabout
improving in-meeting effectiveness by providing better commercial
intelligence and a compelling means of engaging the customer. In other
words, mobile apps are the other half of the equation. When combined
with CRM, SFA or other sales-related data and systems, they give reps a
complete toolkit for working optimally in the office and in front of a client.
Mobile apps allow reps to connect to their IT support systems through
one intuitive front-end. This makes them a complement—and not
a threat—to the investments made in CRM and SFA as well as other
enterprise systems such as business intelligence (BI) and analytics, content
management, order configuration and management, finance, supply
chain, and other operational systems. Through this integration, sales reps
can rapidly access the data they need so they don’t waste a single minute
of selling by having to search for some bit of information or content found
in disparate systems. But how can a sales organization achieve this level
of integration without thousands of person-hours in development time?
The traditional method of coding from scratch quickly becomes unwieldy
and cost-prohibitive even for companies with the largest of budgets and
the most experienced IT staffs. The answer instead lies in introducing a
mobile application layer on top of existing enterprise systems, which can
be done through mobile app development platforms such as the one
offered by MicroStrategy.
This new layer seamlessly brings together existing capabilities that
are critical to sales reps and makes them available through a variety of
mobile devices. In so doing, it addresses another important technological
concern: how to cost-effectively build and deploy apps that can run
on the many mobile devices and many different operating systems
on the market today. Again, creating custom code is not the answer.
Mobile app development platforms offer a way around this complexity
by allowing companies to build a mobile sales enablement solution
that uses one set of code for multiple devices and operating system
platforms.That way, when changes are made to the solution, the system,
not the IT staff, automatically propagates the changes and makes device-
specific adjustments.
Among other benefits, leveraging a mobile app development platform
satisfies the need for speed in building and deploying mobile solutions.
For instance, the MicroStrategy Mobile App Platform, which uses code-
free, click-to-configure technology that “assembles” apps instead of
coding them, is estimated to be 100X faster than writing native code. It
also decreases the time and resources needed to develop and implement
According to the survey, less than 10% of field sales orgs are excellent in execution.
What if you pushed your organization’s execution up a level? How much more could you sell?
In an organization with 10% excellent executers who produce 60% of total sales, if you
transform 10% of lower performing reps into excellent, you could increase sales by 55.5%.
Very poor
Poor
Average
Good Excellent
New customer opportunity
execution
Excellent
Good
Average
PoorVery poor
Up-sell/cross sell
execution

7. 7
mobile apps by including important features, such as robust security
(e.g., AES encryption, two-way authentication, single sign-on, etc.) as well
as secure asynchronous content delivery that takes advantage of Wifi
availability at night to automatically sync content for offline access—
important when connectivity at a customer site isn’t always available.
Overall, the idea is to design, build, secure and deploy mobile apps that
allow reps to do customer research, make presentations, and perform
administrative tasks all from one place: a single, intuitive user interface on
their tablets or smart phones. This reduces their need to switch back and
forth between disparate systems while on-the-go or back at the office.
Smoothing Out the Ride
If account executives in your organization are accustomed to uploading
and downloading Excel files and making PowerPoint presentations,
then the road to mobility might seem like it’s just too far to travel.
MicroStrategy, however, has developed two programs aimed at facilitating
and accelerating your organization’s path to mobility. Both programs
allow companies to experience first-hand how quickly, easily and
cost-effectively a high-ROI mobile application can be built using the
MicroStrategy Mobile App Platform. And, both programs are free! The
first is the Mobile QuickStrike, a focused mobile specialist engagement
that delivers a brilliant prototype sales enablement app in a matter of
days. This application is based on your organization’s own business
processes and data, and it is packaged with other high-value deliverables,
including a detailed, fully-documented application design and a video
demonstrating the full capabilities of the app for easy sharing within
your organization. The second program is a free one-day workshop
that introduces MicroStrategy's Mobile App Platform, architecture, and
design. Through this hands-on Introduction to Mobile App Platform
workshop, you can learn how to build smart phone and tablet apps to
access your business information anytime, anywhere. And, you need not
be technically inclined; the experiential workshop shows you how to
build a sales enablement app code-free using the widgets and templates
provided in the platform.
Thinking "Quick"
If someone approached you and said they could offer you a proven,
cost-effective tool that could make your field sales reps 10X more
effective, you’d at least want to know more—and fast. As experienced
by MicroStrategy customers, mobile apps can do just that: improve sales
effectiveness by more than ten fold. Many companies, nonetheless, have
yet to develop a mobile strategy.
The road to mobility is not a road untraveled. MicroStrategy alone
has invested more than 10,000 person-years of engineering in
developing its mobile platform. Other vendors too have done their
part. And hundreds of companies, some of which are probably
your competitors, are already reaping the benefits of mobile sales
enablement applications. The decision of whether to stay put or to
venturedowntheroadtomobilityhasneverbeeneasier—ormoreurgent.
Totakethosefirststeps,contactMicroStrategytodayatinfo@microstrategy.
com to find out more about the Mobile QuickStrike program or register
for the free Introduction to the Mobile App Platform workshop in a
city near you at http://www.microstrategy.com/events/free-classes/
mobile-platform/.
*This online survey, conducted by MicroStrategy, is based on the
responses of 500 U.S. organizations, predominately in sales (83%). Nearly
40 percent indicated their organization employed more than 25,000
people.The survey respondents represented a diverse group of industries,
including pharmaceutical, healthcare, travel, manufacturing, technology,
telecommunications, energy and utilities, consumer packaged goods,
financial services, retail, and more.

8. 8
Customer Case Studies
SalesforcesaroundtheworldarebeingenabledbyMicroStrategyMobileapps.
AutoTrader.com
This automotive classified web site allows consumers to research and
compare new, certified and used cars by searching for body type, mileage,
price and numerous other criteria. The sales force sells advertising
packages to its customers designed to maximize the effectiveness of
their advertising to the millions of qualified buyers who visit the site.
Leveraging a mobile sales enablement app that was built using the
MicroStrategy platform, sales reps can:
• Engage with the customer instantly without waiting
for a laptop to start up
• Fluidly tailor their presentations to the customer’s needs
• Show customers maps that illustrate the impact of
their advertising
• Examine their books of business and see how they’re
trending for the month.
The results: Reps can now access information whenever they need it
from one specific place. The convenience and time-savings afforded
by the mobile app is translating into increased productivity and greater
sales effectiveness in the field, especially since their customers, primarily
auto dealers, expect targeted, on-point conversations that are respectful
of their time.
CEVA Santé Animale
This global veterinary pharmaceutical company, CEVA Santé Animale,
built a sales enablement app that aggregates CRM, ERP and sales data,
and makes that information available to sales reps both online and offline.
With the app, sales reps can:
• See how a veterinary practice has performed against
itself and against other practices around it.
• Access a map of clients in a particular area and analyze
their performance against each other to spot
high-value opportunities.
• Link to client sales data, view their buying cycles, and
enter call notes about the practice
• Monitor personal productivity and see where they
are spending most of their time
The results: Sales reps are customizing conversations with their clients
and making more sales. Overall productivity is increasing, largely due to
the offline capabilities of the tool, which allows reps to optimize their time
wherever they are.
MetLife®
This leading global provider of insurance, annuities and employee
benefit programs built an iPad app for its annuities wholesalers using
MicroStrategy Mobile. The app is part of its multi-year technology
roadmap consisting of both an internal and external mobile strategy.
Through the app, wholesalers can:
• View a broker’s entire book of business
• Analyze performance across customer demographics,
products, regions, and more while looking at contextual
sales information“at the point of interaction”with the broker
• Make proactive recommendations, such as which product
will be optimal to sell in a particular market
• Foster better customer relationships by sharing relevant
data in meetings
The results: MetLife annuity wholesaler representatives are able to sell
better and close deals more quickly. As wholesalers leverage sales details
on their iPads to improve their performance, MetLIfe gains by proactively
displacing the competition.
COLL-1151 0713