In my last post, I talked about how sales enablement tools and data need to be available to reps in order to deliver high user adoption. This means the applications must have a high rate of reliability, and must be integrated with multiple systems to provide information (data) when and where needed, and in context. I’d now like to discuss the third of the triple As: adaptability.
Traditional enterprise software applications have very structured workflows: there is a beginning; there is an end. There are logical steps one MUST follow. And they are repeated frequently.
Consumer software created and provides a very different user experience: there are multiple points of entry (application can be started at many different points, and in fact from other applications); there are multiple, loosely-defined, flexible workflows (information paths). And these information paths, or user flow experiences change based on learnings from specific users – they adapt.
This comfort with and desire for software adaptability will accelerate as more and more people embrace and adopt mobile consumer software applications. And this comfort with consumer applications will increase the discomfort with the inflexibility and structure of enterprise applications.
One need only compare the linear, structured workflows of enterprise applications with the likes of: Facebook, twitter, Yelp, OpenTable, Google Maps, etc., to understand adaptability. Think how the consumer apps allow you to enter in multiple workflows; seamlessly connect with other applications such as news readers, mail apps., etc.; and utilize identity and authentication from other applications to provide a more seamless, friendly user experience.
We’ve been discussing for years how the “consumerization” of enterprise applications would happen; well, it has. And it has shown up in adoption rates -- mostly in low adoption rates of applications that have not embraced the tenets that make consumer applications popular, sticky and used.
High adoption sales enablement tools are those that are:
- Accessible – they meet the user where they work
- Available – they work when the user wants and pro-active provide information the user needs
- Adaptable – they learn from and work the way the user wants and presents information in ways the user consumes it.
When defining, designing or deploying sales enablement solutions for your company, user adoption is one of the best metrics to determine success or failure. If you want to achieve high adoption rates, one should focus on the Triple As of sales enablement.
Today’s question: What is the adoption rate of your current sales enablement applications? Are you satisfied with this?
If not, contact us.