Image | ForceManager

The days of being tied to your desk are over. A company’s sales reps no longer have to waste time in front of a computer screen managing their client portfolio. Mobile technology now allows them to access all necessary information from the screen of their smartphone or even smartwatch.

Although it’s taken a while to adapt to the mobile world, CRM (customer relationship management) technology has certainly come to mobile devices such as phones and smartwatches.

Just a few weeks ago, the Catalan startup ForceManager presented the first CRM software for smartwatches at the Mobile World Congress. Available for Android Wear, the app lets sales representatives keep all their customer-related information not only in their pockets but now also on their wrists.

The company says their new app allows users to report all the relevant information regarding their sales activities through a voice-automated system. The software includes automatic synchronization with mobile and desktop software — optimizing routes and geolocating clients thanks to a GPS system. Users can also directly report meeting results from their smartwatches, without having to take their phones out of their pockets.

Oscar Maciá, CEO of ForceManager, admits that the development of this app was a side project within the company and that in the course of a few weeks it has begun turning into a really useful functionality for many salespeople. “We wanted to have something ready for MWC,” says Marciá, “ and eventually, we realized that we had developed an app that makes life even easier for those who use our software.”

The launch of this app for smartwatches validates what were only forecasts a few years ago: CRM technology has entered the mobile revolution and is here to stay.

Transition of traditional CRM technology to the small screen


Image | SalesForce

Predictions that foretold the decline of this type of PC software and the increasing adaptation of these platforms to mobile devices seem to have hit the nail on the head. With a projected growth of 500%, the mobile CRM market could not be more promising. 

CRM systems were already placed on the map by SalesForce several years ago, through the creation of specific software that allowed companies to closely monitor their customer base. As its name suggests, the software enables companies to manage their customer relations.

However, since 2007 the rise of smartphones has led to adapting desktop software to the mobile world through specific apps like those of the Spanish company ForceManager and many others. Today, companies can already choose from a wide range of apps to manage CRM from their phone.

The market is still being led by Salesforce, the CRM market leader which cashed in over $4 million in 2014. There are also other multinationals such as SAP as well as a number of small and purely mobile-oriented businesses like Nutshell CRM and Base competing in this space.

All these apps work in a similar way, applying a layer of mobility to traditional CRM features and differentiating in two key aspects: the third-party services that each one integrates (geolocation, cloud storage, etc) and geographical area of operation (ForceManager in Spain and Latin America, Base and SalesForce in the U.S., and so on).

And as SalesForce recently stated, a mobile CRM app is more than just a value-added tool; it’s become a co-worker who supports the work of salespeople.” They are here to stay and open up the kind of opportunities companies from all over the world are looking for.