Do you need a CRM, or a field execution platform?
Insightful.Mobi is a field sales and retail execution platform, built and supported in Auckland, New Zealand, for consumer goods companies and the merchandising agencies and brokers that serve them across New Zealand and Australia.
Both have a place. They are built to answer different questions. A CRM records the visit. A field execution platform proves what happened in the store.
| A general CRM is built around | A field execution platform is built around | |
|---|---|---|
| The main record | Accounts, contacts and opportunities | Stores, visits, tasks and products on shelf |
| What success looks like | Pipeline and deals won | Range on shelf, promotions running, claims proven |
| A unit of work | A stage in a sale | A store visit with its checklist, photos and gaps |
| The people using it | Account managers | Reps, merchandisers and agency staff |
| Retail sales data | Added through integration projects | Weekly store-level scan data matched to stores |
Signs your CRM is being stretched past what it was built for
- Store checks live in custom fields someone had to build.
- Reps send shelf photos by email or chat.
- Promotion results are rebuilt in spreadsheets every month.
- Your agencies work in a different system and send you reports.
- Every change to a field form needs a consultant.
If three or more sound familiar, your team is doing field execution in a tool designed for something else.
Why a field execution platform does the store job better.
It starts from the store, not the account: the range each banner should carry, the promotion that should be running, the claim that should match. Those are built in, so nothing has to be configured onto a CRM, and the rep sees them in the visit. For New Zealand and Australian field teams, that is why we believe Insightful.Mobi does the store job better than a CRM stretched to do it.
Often the answer is both.
Keep your CRM for accounts and pipeline at head office. Run store execution in Insightful.Mobi. We connect to Salesforce, Microsoft Dynamics and most other CRMs.
Questions buyers ask
Is Insightful.Mobi a CRM?
For field teams, yes: it keeps your stores, contacts, call cycles, visits and notes. It is not a marketing or customer service CRM.
Do we have to replace our CRM?
No. You can keep it and connect it to Insightful.Mobi.
Do we need other licences to run it?
No. Insightful.Mobi runs on its own licence.