Base, the CRM that leverages real-time data and analytics, recently announced the release of a bevy of new features and functionality that brings real-time, Big Data analytics to cloud-based sales productivity management. Base’s proprietary technology aggregates data from sources such as phone calls, in person meetings, social network-based prospects and news feeds and subsequently produces real-time notifications to sales professionals. As a result, sales teams can minimize their manual input of sales-related data and instead take advantage of the analytic and data visualization capabilities of the Base platform. The Base platform testifies to a qualitative shift within the CRM space marked by the delivery of enhanced automation to sales operations workflows resulting from the conjunction of real-time data, predictive analytics and data visualization. Uzi Shmilovici, CEO of Base, remarked on the positioning of Base within the larger CRM landscape as follows:
Base picks up where other CRMs have left off. Until now, legacy cloud Sales and CRM products like Salesforce have been accepted as ‘the norm’ by the enterprise market. However, recent advancements in big data, mobility and real-time computing reveal a need for a new generation of intelligent sales software that offers flexibility, visibility, and real-time functionality. If you’re using outdated technology that cannot adapt to the advanced needs of modern day sales teams, your competition will crush you.
Here, Shmilovici comments on the way in which big data, real-time analytics and the proliferation of mobile devices have precipitated the creation of a new class of sales applications that outstrip the functionality of “legacy cloud Sales and CRM products like Salesforce.” In a phone interview with Cloud Computing Today, Shmilovici elaborated on the ability of the Base platform to aggregate disparate data sources to produce rich, multivalent profiles of sales prospects that augment the ability of sales teams to convert leads into qualified sales. Base’s ability to enhance sales operations by means of data-driven analytics are illustrated by the screenshot below:
The graphic above illustrates the platform’s ability to track sales conversions at the level of individual sales professionals as well as sales managers or owners within a team. VPs of Sales can customize analytics regarding the progress of their teams to enable enhanced talent and performance management in addition to gaining greater visibility as to where the market poses its stiffest challenges. More importantly, however, Base delivers a veritable library of customized analytics that illustrates a prominent use case for the convergence of cloud computing, real-time analytics and Big Data technologies. As such, the success of the platform will depend on its ability to continue enhancing its algorithms and analytics while concurrently enriching the user experience that remains integral to the daily experience of sales teams.