Mobile is the single largest disrupter to hit the enterprise, and has fundamentally changed how businesses and customer interact. But have we underestimated a potential perfect storm bubbling under the radar?

How many companies can safely say marketing and sales are working simultaneously, that their departments are actually speaking to each other on a regular basis and that their data is integrated to tackle the mobile opportunity?

More than just an emerging channel for marketing, 71 per cent of salespeople believe it is crucial to access real-time data about their customers on their mobile devices. While ‘mobile-first’ is top of mind for enterprises, it actually ends up being lower on the priority list. Truly achieving and capitalising on mobile opportunities requires a collaborative, organisation-wide approach as well as a robust mobile strategy.

Devices and apps are getting smarter and capabilities like GPS, combined with customer data and analytics, are adding context and intelligence to mobile experiences. Additionally, with cloud, social and mobile immediately at customers’ fingertips, we’re seeing higher expectations and less patience with unsatisfactory service.

The CMO needs to take a quick health check on the status of their marketing mix. After all, marketing and sales differ greatly, but they have the same goal: Increasing revenue.

So as the customer increases their mobile demands, now is the time to take a step back and look at the horizon; get your strategy in place and break down the department silos. Mobile is dragging companies into the new era of the ‘always on’ customer, but according to our recent research, only 18 per cent of companies are experiencing significant business results from mobile.

Here’s how you can take the first steps in utilising mobile for the big picture.

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