## Why Concurrency?

Data processing can be CPU-intensive, and if it is performed on the main queue, it can result in unresponsiveness in the UI. If you like ruining the UX of your app, then keep inserting or updating tons of objects on the main thread (which also controls the UI) every time time you make a `GET` request. Otherwise, keep reading to learn how to knock concurrency out of the ballpark. ⚾

## Your Core Data Stack Sucks

If you’re here, it’s probably because after a sleepless night of debugging, you realized your app is lagging because of inserting/updating many objects into Core Data. If you are reading this out of vigilance, then I must applaud you for being more proactive than I was. Either way, let’s learn how to make your stack not suck.

From a top-down view, we have

**Persistent Store Coordinator** - save object graphs to persistent storage and to retrieve model information. In other words, it takes stuff added in the main context and writes it to disk, hence “persistent”

**Main Context** - This will be the main context you use in your app. You access this context on your main thread.

**Private Context** (Secret Weapon) - When inserting/updating a large amount of objects, you will want to operate in this context. When creating a managed object context with a concurrency type of NSPrivateQueueConcurrencyType, the managed object context is associated with a private queue and it **MUST** be accessed from that private queue via a `perform` block. Have fun debugging if you ignore this pro-tip.

## Removing Lag One Thread at a Time

Now that we’ve gone over the basics, it’s time for you to copy and paste some code…I mean, diligently read it over…

\[gist https://gist.github.com/michael-mckenna/95aa876997315bcdd85dc1337677985e /\]

So where does the magic happen? Right there in the initializations of the managed object contexts. We set the `mainObjectContext` to have a coordinator as it is responsible for writing changes from memory to disk upon saving. The `privateManagedObjectContext` operates on a background thread, as noted by its concurrency type.

## Query Correctly

So far we learned how to make your Core Data stack not suck, and you got some code you can copy and paste. Let me add one more item to that list.

Let’s say you want to insert or update a lot of users you got in a network response. You will want to check if the user exists locally and update it with the corresponding user in the response, else insert a new user. Let’s add a search method.

\[gist https://gist.github.com/michael-mckenna/6b09529e529c56aa851d180cc50e4afb /\]

It is important to note that we are specifying the context to perform the fetch request. If we were to fetch objects in the`mainObjectContext` then proceed to insert them into the `privateManagedObjectContext`, you’ll be greeted with a crash.

## Home Run Time

The hard part is finished. Now let’s combine everything we have so far!  
\[gist https://gist.github.com/michael-mckenna/2ace7ac25fbcb5c0d69f84c6b23b8a4a /\]

IMPORTANT! Ensures private context changes are performed on the proper thread. Without this perform block, as mentioned earlier, you’ll run into errors.

Loop through each user in the array of user’s in the JSON response

Query for user. If the user exists, update the local user with JSON, else insert a new user.

_THE ORDER IS IMPORTANT!_ Save the private context, which pushes changes to the main context without blocking the main queue (thus preventing UI Lag). Finally, the object is written to disk.

## Debugging Tip

To help with debugging concurrency issues, go to Product -> Scheme -> Edit Scheme then add the following arguments:

[![debugging](https://f.hubspotusercontent20.net/hubfs/9307172/debugging.png)](https://f.hubspotusercontent20.net/hubfs/9307172/Imported_Blog_Media/debugging.png)

## Summary

Set up a core data stack two have two managed object contexts, where the main object context has a persistent store coordinator and a private managed object context that has a parent context which is the main object context.

Set up a query method to query core data on the proper thread

Perform inserts and updates on the private context when inserting/updating lots of objects

Not too hard, huh? [](https://emojipedia.org/smirking-face/)

## Sources

[Apple Core Data Concurrency Docs](http://Adam/Tim/Bart/Jordan video call - order management UI kickoff)

Why Concurrency? Data processing can be CPU-intensive, and if it is performed on the main queue, it can result in unresponsiveness in the UI. If you like ruining the UX of your app, then keep insertin

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Core Data Concurrency - The Easy Way (Swift, iOS 9+)

# How The Gaming CRM Space Will Change Customer Relationship Management (Forever)

  

With accelerated growth in a booming CRM industry, you don't have to imagine that world — it's already here. But why should a company use a gaming CRM for their team instead of a traditional system? In this series,  we'll explore the merits of a gaming CRM, who benefits from it, and how it works. We'll also explain why now is the time for you to get ahead and adapt a gaming Customer Relationship Management system.

## **Who benefits from a gaming CRM system?**

### **SALES REPS – The Drivers Of All Organizations**

With over 20 years of experience, I know a thing or two about sales. In my roles as a sales person, sales manager, and now founder and CEO of a [CRM company](http://www.outfieldapp.com/). That being said, I would like to think that I am qualified to make the following statement:

_Too many sales people are either indifferent to CRM systems or annoyed by them._

This creates a lack of usage of the company's CRM, which then leads to poor account management and reporting. A huge ripple effect for a company.

So, why are sales people responding this way even after getting paid? It's all about psychology.

People are motivated to do something properly if the benefits are clear and applicable to them. Using your CRM because it "benefits the company" isn't compelling or enticing enough. This results in a large percentage of sales reps not seeing how a CRM improves value to their sales performance.

 The emergence of gaming CRMs shifts this paradigm by leveraging basic psychological triggers in a spirit similar to designers for PlayStation, Xbox and such. These designers have learned that people care about their public profiles and digital representations. Not only will people work hard to ensure that their profiles represent them properly, but they’ll spend extra money to do so. Let me give you an example of how Outfield accomplishes this through the “Player Card”.

![Picture1](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/Picture1.png)![Picture2](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/Picture2.png)

  
Meet Eric. He's a real salesperson at Outfield. His Player Card is reminiscent of the baseball cards we all collected as kids (and adults). One side of the card features his profile photo, name, and overall Performance Efficiency Rating. On the flip side, his monthly stats and attributes are showcased.

Eric's online representation and brand is not only dependent on his sales performance, but also by how he interacts with his CRM. How he engages with his CRM encourages him to use his CRM properly — especially since it's tied to his digital personal brand. Keeping his scores up shows himself — and others — that he's thriving. This is an example of how we leverage behavioral psychology to drive proper habits.

The more Eric reinforces positive habits, the quality of his data in the system rises. He’s diligent around calendaring all his appointments and task reminders. His deal pipeline is accurate and up to date. Additionally, he’s more organized. As a result, he’s closes more opportunities and racks up bigger commission checks. By seeing the increasing data, sales reps can expect more recognition and potential for advanced career opportunities. Using a gaming CRM helps the sales rep create more thorough account management and record keeping to ensure productivity overall. All of these things sales managers will have an appreciation for. 

**Sales Managers – The Pillars of All Sales Organizations**

From my experience, Sales Managers have the most to gain —and the most to lose — from the CRM they use for their teams. Every single one has the right intention — to capture data, to track pipelines, to have a better understanding of what their sales reps are doing. In the process, they can spend tens of thousands and, in many cases, well into the millions on sales enablement and CRM tools. 

It isn’t until after the money has been spent and the new software has been implemented that managers realize they aren’t capturing the value they hoped for. In fact, according to the Miller Heiman Group, 43% of CRM customers use fewer than half of their CRM features. A company could be spending a million dollars a year and lose over 500k in value. 

This is a _major_ problem.

3 reasons why all sales managers should avoid getting stuck in a similar situation: 

1.  It won’t sit well with their director — especially after the sales manager likely sold them on the value this project would bring to the organization.  
      
    
2.  The salespeople aren’t motivated to use the system. Are you just going to fire them all for not using the system properly? Probably not. The result usually ends up being a waste of money and time laced with a bit of frustration and disappointment. 
3.  Finally, if salespeople aren’t using the CRM platform properly, it’s not valuable to the manager. Account notation is subpar. Reporting isn’t worth much. As for the data — garbage in, garbage out. 

There are tons of books on Game Theory at Amazon. Some are more theoretical, others are math focused. In your spare time, I suggest that you engage in both. 

A quick way to think about Game Theory within this context is that it’s essentially the practice of producing a desired outcome based on a multitude of intersecting behaviors and variables for and against players. Or, in this case, your sales reps. As a manager, the main goal is to generate the desired outcomes from your sales team. The purpose of a Gaming CRM is to create a platform that produces the right results through the leveraging of emotional and psychological triggers. 

Think about it: with the appropriate changes in sales rep behavior, managers can expect improved reporting, data entry, data output and less of their CRM budget going to waste. Imagine what power they will have with all this quality information at their disposal. Better information ultimately translates to better overall strategic decision making. 

**The Company – Steering The Main Ship To Productivity**

The above benefits don’t just stop at value creation for the sales rep and his or her manager. They’ll impact the company’s overall sustainability. Let’s talk about a few scenarios. We’ll begin with company performance.

An organization’s performance is a reflection of all the individual components and variables that contribute to its output. Zig Ziglar famously quoted:

 _“You don’t build a business, you build people, then people build the business.”_

In order for your team to build the business, they must be provided with the proper tools and knowledge. Once systems are properly adopted and the sales organization is equipped with the appropriate information, they now have the two most important foundations for success. Alternatively, many organizations either fail or negate reaching their potential when this is not the case. 

With the emergence of the Gaming CRM space, the good news is there are solutions in place. Leveraging game theory and behavioral psychology is the key to driving proper utilization and adoption. 

More importantly, after interviewing 100 sales managers, Outfield uncovered that 89% of sales managers found that introducing game mechanics to their sales strategy positively impacted sales numbers and revenue. 90% also stated that employee morale lifted as a result of employing game mechanics. To learn more about our findings, download our 50 page white paper: [The Ultimate Guide to Gamifying Your Sales Team](about:blank).

Aside from performance and morale, the biggest factor to consider is CRM adoption. You remember the statistic I mentioned by The Miller Heiman Group? Well, that’s a big deal! Imagine spending hundreds of thousands on a CRM system and only capturing 40% to 50% of its value. Not only is that a waste of money, but it’s a waste of time and other resources. 

In addition to thinking about the budget misuse, consider the opportunity costs associated with the project. What else could your team have been spending time and resources on to generate value? As a business owner, I strongly resent wasted time. Especially after considering the alternative uses of time that could have generated positive output. I guess everything is 20/20 clear in hindsight. What I’m hoping to accomplish through this blog is to drive home the importance of avoiding these situations in the first place.

The beauty of emerging Gaming CRMs is that they offer tools that will reduce the number of scenarios mentioned above by simply playing on basic human psychology. Is it childish? Nope! Some of the best marketers in the world do this without you even being aware. Further, installing game mechanics into sales ops has been a thing that companies have been doing for years. Something as simple as a leaderboard in the sales office that lists names and sales rankings is an example. Gaming CRMs just take things up a couple of notches. 

**How The Gaming CRM Space Will Impact** **Industry As A Whole**

If it’s done effectively, one of the byproducts of gamifying events is the resulting _numbers_ that represent the outcomes of those events. Society refers to these numbers as statistics. As we know, stats are simply records of events. The operative word here is “records,” which indicate acts that are recorded into history. As we move more and more into the gamification of our society we’ll see more quantifying of persons, places, and things. 

Within the context of our conversation, Gaming CRMs help quantify the sales person, their attributes, and the value they generate. These systems will be able to do this based on how they interact with the CRM. Let’s revisit the Player Card. You’ll notice that Outfield has listed four attribute categories (similar in spirit to [Madden](https://www.ea.com/games/madden-nfl/player-ratings) and [NBA 2k](https://www.2kratings.com/)): Hustle, Diligence, Preparation, and Leadership. Each category is built on an algorithm that includes variables reflecting how the sales person interacts with the CRM.   
  
  
  
![Picture2-2](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/Picture2-2.png)  
  
Over time, as the sample size grows, these numbers will become a more accurate digital representation of the sales person. This new reality will help sales managers coach better and more deliberately. Then, recruiters can source sales talent with more confidence. And of course, the sales person will have a better understanding of their own strengths and weaknesses. The best sales people will be in position to write their own ticket due to their proven track record. 

Let’s look at this from a macro perspective. Transparency around a salesperson’s talents and value creation should lead to less uncertainty around his or her potential (and by extension that of the overall sales team). The best case scenario here is that the sales person and their manager have a better understanding of their abilities along with opportunities for growth. Ultimately, with the improvement in sales functioning, companies should run more efficiently. 

As companies become more efficient, their costs per unit of revenue production should decrease, which means they are positioned to retain more earnings. More earnings lead to increased salaries, dividend payouts, hiring, the flow of money, and so on. These are all great things for the economy. 

How do you see gaming CRMs influencing industry?

**Conclusion**

While you may be thinking that all this might be a simplistic view of how the emergence of the gaming CRM space will impact culture and society. 

Consider different social media sites like Facebook, Twitter, and Instagram. They've changed our lives and impacted culture and society. These startups, which in their infancy were underestimated, have impacted industry in a very big way. 

Streamlined communication is the obvious, but more importantly is the marketing and business development potential these platforms are providing their user base. Not to mention the psychological influence they have on individuals. Everyone is taking pictures of everything. People will risk their lives to capture video footage. It’s gotten to the point where I dread taking pictures of women in public because they have to be “_just_ right!”. So we end up taking 50 of them. All this because they care about their public profile and digital representation. You see where I’m getting at? 

In the end, gaming CRMs are rendering to sales people what Instagram is to influencers – attention, recognition, notoriety, and a place to showcase their talents. So I’ll ask you again to consider how gaming CRMS will influence society when they reach maturity. 

_This is part-1 of a 3-part series where I discuss the emergence of the Gaming CRM and how it will influence Customer Relationship Management, along with society at large. [The next topic will be centered around social identity](/how-the-gaming-crm-space-will-change-customer-relationship-management-social-identity)._ 

* * *

  
[Outfield](http://www.outfieldapp.com) is a performance based CRM company that specializes in leveraging game theory and behavioral psychology to drive CRM adoption, motivation, and overall productivity among sales organizations. With customers in over 50 countries, Outfield’s gaming CRM helps teams work simpler, smarter, and more effectively. Becoming the world’s most highly adopted CRM is their mission, and their vision is to accomplish this by creating a platform that is aligned with the values of the up and coming generation of sales people.

The Gaming CRM space is setting the stage for modern customer relationship management. CRM's future will be much different. Here's what you need to know. 

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How The Gaming CRM Space Will Change Customer Relationship Management

How The Gaming CRM Space Will Change Customer Relationship Management (Forever): Social Identity

As mentioned in the In the [previous blog](/how-the-gaming-crm-space-will-change-customer-relationship-management-forever-1) of this series, the paradigm for how we evaluate the performance of our team is changing. It will become less about sales numbers and more about the vast amount of ways we can quantify the person and their value. 

With this information, we can build a foundation of things — from in-depth team inspection and coaching, to comparative analysis and sales projections. All items that can help the person and the company earn dollars more efficiently.

Moreover, there is a social dynamic that cannot be ignored. Gaming CRMs are platforms that allow sales people to personally brand themselves along with their professional value. As usage of these platforms continue, we expect Gaming CRMs to become more intelligent and accurate in their representations of their user base.

One of the most exciting aspects of the emerging Gaming CRM industry, especially if you’re a quant, is user comparison power. Having accurate and quantifiable knowledge of one’s ability relative to the entire population changes how sales people will be viewed and how they view themselves.

Lastly, we’ll explore a very popular component to many modern day games – virtual currency. What will virtual currency mean for the user? How will it be earned? What can they buy? Imagine the sales occupation evolving to include an added layer of digital compensation linked to the user profile, name, image and their likeness. 

Let’s dive in. 

**Understanding More Than Just Sales Numbers**

Historically, sales reps have predominantly been defined by the revenue that they bring in. This is inherently limiting, especially considering that companies overall are analyzed by more than revenue. When companies are evaluated, their financials are looked at closely. Financial analysts are trying to understand efficiency of operations (i.e. how much is one unit of input producing relative to its output). This leads to a deeper focus on specific metrics like gross margin percentage, marketing spend as a percent of revenue, certain overhead costs, inventory costs, and so on.

What if we were able to place this type of lens on the persons who are contributing to their company’s revenue performance and efficiency? CRM gamification is key to this evolution of measuring people. For example, here’s how Outfield accomplishes this through the “Player Card.”

![Picture1-1](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/Picture1-1.png)![Picture2-3](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/Picture2-3.png)

Meet Jon, a real sales person at Outfield. His Player Card, which you can see above, is similar to the baseball cards that many of us used to collect as kids. Some people still collect them, but now digital NFT forms are becoming widely embraced (conversation for another day). 

On one side of the card you’ll notice his name, profile image, and overall Performance Efficiency Rating. On the back, you’ll find his monthly attributes and stats. These metrics are intended to quantify the value of his daily contribution beyond simple revenue numbers. Jon’s work habits are being told in the form of algorithms made up of variables. Those variables are a reflection of how he interacts with his CRM. 

As of this writing, the four attribute categories are: Hustle, Diligence, Preparation, and Leadership. These are the different ways to take a deeper evaluation of Jon as a sales person. We can expect player attributes to expand to include more categories that will help measure the value of sales people. 

**Digital Representation And How It Will Drive Decision Making**

Imagine having a digital representation of your professional contribution online. Unlike Linkedin, where anyone can say anything to promote themselves, gaming CRMs produce information that is proven and trackable. This essentially means that each user will begin to produce a digital story about themselves and their work ethic that can be made available for public consumption. 

The public consumption element to this equation will be a major game changer for how sales reps think, act, and perform. We’re seeing it first hand at Outfield. Our users are now reaching out to us in order to understand how to better improve their scores and what goes into the attribute categories. They’re also looking for ways to optimize their goal setting criteria. At the center of all these inquiries is their desire for the best possible representation of themselves. 

Reps are aware that this data can be used as a mechanism to promote themselves and achievements. This ultimately positions them to have a better understanding of their value. What do we know about human nature as it relates to individuals having a prominent reputation on social media? We’ve learned that they don’t sit back and avoid marketing or branding themselves — they do the opposite. In fact, many use social media platforms to sell products, services, and information all the while chasing their career goals. Why should we not expect the same behavior among sales people given that they have a similar platform to do these things?

**Comparative Analysis – Understanding How Someone Measures Up**

As we think about comparison data, we’re actually touching on one of the more interesting capabilities that Gaming CRMs have to offer. While it's extremely valuable to have an accurate and holistic representation of a user, the ability to compare users will offer a much more complete picture of a sales rep’s value. For example, where does Jon fall on a normal distribution curve of the entire user population? How does he compare to the mean? Or what about the upper twenty percentile? I think you get the idea. 

Gamified CRMs offer a powerful potential for sales reps as it relates to slicing, dicing, and analyzing one rep versus another in various statistical categories. This functions very similarly to today’s sports. You can compare Steph Curry’s 3 point percentage to that of Ja Morant, or Shaq’s rebounding stats against Anthony Davis’. Consider how this information will influence sales reps’ behavior patterns. This data will influence stakeholders like sales directors, recruiters, and the various media outlets. Further, these platforms will generate profiles who will serve as the faces of sales across the globe. Who is on the Mount Rushmore of sales? We will soon find out...

**Virtual Currency And It’s Infusion Into Gamified CRMs**

Video gaming is expected to reach [270b in annual revenue by 2025](https://www.statista.com/statistics/292056/video-game-market-value-worldwide/). Moreover, consumer spending on in-game purchases has reached [65b in annual revenue](https://www.statista.com/statistics/558952/in-game-consumer-spending-worldwide/) In fact, SEE, a VR company, purchased a virtual planet by the name Planet Calypso for 6 million dollars. Google it.

According to Statistica, consumer spending on gaming loot and currency packs is expected to reach [20b by 2025](https://www.statista.com/statistics/829395/consumer-spending-loot-boxes-skins/). Although it’s clear that the video games industry has exploded into a multi-billion dollar space, it’s not so clear how those same gaming mechanics, when applied, will drive the market growth of the CRM space. 

A fascinating thought no doubt. The reality of it all is that it’s coming. We already have plans to roll this out for Outfield users. When that day arrives, you can expect the CRM space to be changed forever. Over time, CRM users will grow accustomed to this. Virtual currency as an incentive will no longer be a luxury — but an expectation. We’ve already witnessed it with X-BOX and PlayStation. This type of incentive program being included in CRM platforms indicates to customers that their CRM partner is also investing in their success. This is an example of how Gaming CRMs are actively participating in win-win partnerships.

Now, let’s get to the fun stuff. Will the infusion of virtual currency influence Gaming CRMs or vice versa? My guess is that it’s both. But the true manifestation of virtual currency will be built on how that currency is valued by the user. Ultimately, we should expect that it will function as any currency and would depend on what users are able to purchase. Really, the skies are the limit. The CRM company could offer anything it wanted. It’s really just about knowing what matters to its core user base. 

Popular in the video game space is player identity and profile representation features. History shows that consumers will spend hundreds of dollars a year on outfits for their in-game character or avatar. This speaks to how much some people care about how they’re viewed online. 

![game](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/game.jpg)

The above outfit sold for $500. Mind you, it can’t be worn in the real world. It can only be worn for the in-game experience. We know people will purchase expensive clothes for their pets, but this is taking our wardrobes to a whole new level. Imagine what Louis Vutton could charge for a virtual purse to match a character’s outfit. Then imagine what it would cost them to design said purse.

Bringing it back to sales, we don’t have to reinvent the wheel. A Gaming CRM store can begin with offering the basics (e.g. swag, gift cards, electronics, special access to events, trips, etc.). These items are common place rewards for sales people already. The only difference is that Gaming CRMs will offer these items in a digital store for purchase by a virtual currency native to the platform. The store could then extend itself into offering features traditional to the video gaming space. For example, Jon could have the ability to purchase a new hologram skin for his player card. These are all things we intend to offer on the Outfield platform moving into the future.

It's definitely an exciting time for all the social possibilities that Gaming CRMs will introduce to Customer Relationship Management. This is no longer just about salespeople making sales and closing deals. This is about tying the entire sales universe together in a way that is transparent, engaging, and rewarding for all stakeholders.

This is part-2 of a 3-part series where I discuss the emergence of the Gaming CRM and how it will influence the nature, social identity and behavioral habits of sales professionals. The next topic will be centered around how and why this trend is occurring. Also, be sure to check out the intro to this series where I discuss [who benefits from a Gaming CRM system.](/how-the-gaming-crm-space-will-change-customer-relationship-management-forever-1)  

* * *

  
[Outfield](http://www.outfieldapp.com) is a performance based CRM company that specializes in leveraging game theory and behavioral psychology to drive CRM adoption, motivation, and overall productivity among sales organizations. With customers in over 50 countries, Outfield’s gaming CRM helps teams work simpler, smarter, and more effectively. Becoming the world’s most highly adopted CRM is their mission, and their vision is to accomplish this by creating a platform that is aligned with the values of the up and coming generation of sales people.

This is a discussion on the emergence of Gaming CRMs and how they will influence the nature, social identity and behavioral habits of sales professionals.

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How The Gaming CRM Space Will Change Customer Relationship Management: Social Identity

# How The Gaming CRM Space Will Change Customer Relationship Management Forever: Why The Time Is Now

In this series, we’ve discussed [who benefits from a Gaming CRM system](https://explore.outfieldapp.com/how-the-gaming-crm-space-will-change-customer-relationship-management-forever-1) and the impact Gaming CRMs have [on the social identity of sales professionals](https://explore.outfieldapp.com/how-the-gaming-crm-space-will-change-customer-relationship-management-social-identity). Here, we’ll examine why the time is right for organizations to begin adopting Gaming CRMs. We’ll also take a look at industry trends that will make transitioning to Gaming CRMs more palatable for society.

First, it’s important to consider the forces that created the need and marketing opportunity for the Gaming CRM space. Let’s dive in.

Gaming Growth In A Booming, But Concerning CRM Industry

The growth expectation in the CRM industry is establishing an environment that is evergreen and ripe for this type of industry disrupter. In fact, the CRM market is projected to [reach $128.97 billion USD by 2028.](https://www.globenewswire.com/en/news-release/2021/04/20/2213070/0/en/Customer-Relationship-Management-CRM-Market-to-Reach-USD-128-97-Billion-by-2028-Increasing-Focus-on-Digitization-to-Stimulate-Growth-Fortune-Business-Insights.html)

To interpret these growth trends is to consider the innovations that will be conceived as a result. We should expect unique value propositions from CRM vendors as a form of disruption to the present establishment. Creative destruction is a natural part of industry cycles and generally provides solutions that are more relevant to modern times. Blue ocean opportunities will present themselves allowing for new business models to flourish.

We have observed the blue ocean opportunity for Gaming CRMs. This opportunity is why Outfield has shifted [focus from a traditional CRM business model](https://explore.outfieldapp.com/ceo-announces-performance-based-rebrand) to one that focuses on customer performance and leveraging game theory to drive productive habits. From our vantage point, we have learned areas where the traditional CRM model is broken. This presents new opportunities.

Remember in the first article the statistic around CRM adoption? If not, here it is again:

_43% of CRM customers use fewer than half of their CRM features. (Miller Heimen Group)_

 Assuming that this statistic holds any truth, many companies are wasting a significant amount of their resources on solutions that are not generating adequate value. From our experience, the source of this problem has to do with several factors.

1.  **Lack of Motivation  
    **A large number of sales reps aren’t motivated to utilize CRM because of a lack of understanding on how system usage is of benefit to their performance. Rather, they view CRM as a “tracker” or a micromanaging tool for sales managers.
    
2.  **Outdated Platforms**
    

In other instances, the UI/UX design of the platforms make it cumbersome for employees to enter in their daily activities. This usually results in reps entering subpar data. You’ve heard of “garbage in, garbage out”. Bad data provides no organizational value. Moreover, when managers aren’t getting the proper information, their ability to be optimal in their job responsibilities is inhibited.

3.  **Sales Rep Turnover**
    

If accounts aren’t properly documented and up to date by the time the sales rep leaves the organization, then the new account owner will have no idea where to begin working that account list.

All of the problems with the current state of CRM software leaves the door open for new entrants into the space. These are costly problems that need to be solved. With the emergence of Gaming CRMs, we can expect a new approach to addressing many of these issues.  

Sales Reps are Growing Disenchanted With Current Roles

According to a study by [Harvard Business Review](https://hbr.org/2022/04/how-to-retain-your-best-sales-talent), the average sales organization contains a flight risk spanning 50%-60% of their sales teams. Their research states that compensation adjustments, immediate promotion opportunities, work-life balance, title adjustments, or reaffirming a strong sales culture have very little impact on retention. Further, it mentions that even job satisfaction is a poor predictor of loyalty. In fact, 41% of the sales professionals surveyed reported satisfaction with their roles, but are still searching for a new job.

The authors go on to mention a few ways to reduce the likelihood of flight risk manifesting:  

1.  **Help build careers.** In deciding to stay or leave, sellers prioritize how well the company will advocate for, and help them succeed in the near term, and evolve long term as sales professionals.
    
2.  **Offer employability instead of title bumps.** Sellers want to believe that there are significant personal development opportunities within their roles and they have the means to document, demonstrate, and _feel_ personal progression no matter their career stage.
    
3.  **Demystify the seller’s path to success.** Sellers should be able envision a realistic, and even challenging, path towards reaching and exceeding goals.
    

At least two major takeaways can be inferred from these findings, as it relates to the main focus of this article. I’ll begin with the one that’s really at the root of the three bullet points - recognition and self-actualization. Sellers want to perform well. They want to know their performance levels. This will help them better understand their trajectory and career progression. They can then compare these findings against their overall professional goals. Recognition and knowing that they are on the path to reaching self-actualization is at the heart of the genuinely focused sales person. Unfortunately, many companies fall short in satisfying these wants.

The second takeaway has to do with how transient sales reps have become. While it might be true that great sales organizations have put practices in place to reduce attrition, it’s fair to guess that a large percentage will continue to struggle. This means that sales people will maintain being fluid and seek opportunities that will continue their pursuit towards self-actualization. While doing so, why not take something along with them that proves their value (e.g. Player Card)?

Assuming that the data in the above HBR article is an accurate representation of the world we are now living in. We must acknowledge the reality of this new world. If sales people are likely to be more transient, they’ll need to sell themselves more often to prospective employers. Due to the value that they are able to provide, Player Cards are positioned nicely. To get a better understanding of the Player Card, please read the second blog in this series [How The Gaming CRM Space Will Change Customer Relationship Management: Social Identity](https://explore.outfieldapp.com/how-the-gaming-crm-space-will-change-customer-relationship-management-social-identity).

The Player Card is a proven track record for how reps have performed in the past. Unlike resumes, Player Cards are based on actual data submitted to managers via a CRM system. Sales reps have less incentive to fabricate performance due to the oversight by his or her upper management. Through the responsible self-regulation of a sales organization’s data, we can assume that the performance metrics and attributes showcased on the Player Card of its team members are relatively true. They certainly are more believable than someone’s resume.

With the Player Card, sales people will have a digital tool that they can take with them. One that can help them showcase their production while they are in pursuit of bettering their careers. Player Cards, which are similar to baseball cards, contain statistics associated with the performance of sales reps. Similar to sports, these statistics will drive valuable decision making in compensation, employee promotions, hiring, dismissals, training, and considerably more.

Millennial Generation As A Growing Percentage Of The Workforce

In our 50-page white paper [The Ultimate Guide to Gamifying Your Sales Team](about:blank) Outfield interviewed 100 sales managers across the country. The objective was to learn how gamification was applied towards their sales strategy, along with what those results were. We learned many things. As mentioned in one of the previous articles from this series, Outfield established that 89% of sales managers found that introducing game mechanics to their sales strategy positively impacted sales numbers and revenue.

However, there was a bigger takeaway. There was a segment who were the most responsive to when game mechanics were applied. That group is made up of Millennials. The generation born into a burgeoning world of gaming. This was also the group who was the first to encounter and adopt mainstream social media platforms. It’s clear that the Millennial generation was shaped by these two industries. Therefore, it should come at no surprise that this was the biggest segment impacted by game mechanics being applied to sales execution.

From the Closer’s Coffee article [Gamifying the Next Generation of Sales Reps](https://closers.outfieldapp.com/insights/gamifying-next-generation/), we gathered that approximately half of Millennials like being noticed and a third held competitiveness as a catalyst for better results, leading to a harder work ethic and more collaboration.

This evidence suggests that the influence of gaming and social media has primed the Millennial generation for gaming CRM technology. Further, they'll likely have a heightened appreciation for the features and value propositions of Gaming CRM companies.

Now is the time to deploy the appropriate work systems in order to capitalize on the needs and desires of this generation. Millennials [comprise half of the American workforce, and by 2025, 75 percent of the global workforce](https://www.inc.com/peter-economy/the-millennial-workplace-of-future-is-almost-here-these-3-things-are-about-to-change-big-time.html) according to Inc. As this group continues to grow, we can expect that there will be more pressure placed on companies to adopt tools that cater to its values.

**Conclusion**

The time is now for Gaming CRMs. Today’s culture is one that prioritizes self-promotion and self-actualization. This reality, combined with the many technological solutions available to bring about individual personal desires, has created certain expectations for software applications. The future generations seek out tools that enable them to enhance their personal brand, reputation, and exposure to the public eye. Moreover, the heightened level of attention paid toward platforms that will complement public perceptions will determine which software companies succeed moving into the future. The Gaming CRM focuses on the value of today’s up and coming generations. Therefore, they are better positioned to drive productive behavior. More companies will consider this point as its reality becomes more apparent.

However, the futuristic leaders are already aware and adopting new technologies. They understand that today’s sales person is not the same as the person from a decade ago. Sales leaders who are early adopters look forward to the emergence of Gaming CRMs and the new value they will introduce to customer relationship management.

The question is: which type of leader will _you_ be?

_This is part-3 of a 3-part series where I discuss the emergence of the Gaming CRM and why this why this trend is occurring. The first piece covers [who will benefit from the Gaming CRMs.](/how-the-gaming-crm-space-will-change-customer-relationship-management-forever-1)_ _The second piece focuses on [how it will influence the nature, social identity](/how-the-gaming-crm-space-will-change-customer-relationship-management-social-identity) and behavioral habits of sales professionals._

* * *

  
[Outfield](http://www.outfieldapp.com) is a performance based CRM company that specializes in leveraging game theory and behavioral psychology to drive CRM adoption, motivation, and overall productivity among sales organizations. With customers in over 50 countries, Outfield’s gaming CRM helps teams work simpler, smarter, and more effectively. Becoming the world’s most highly adopted CRM is their mission, and their vision is to accomplish this by creating a platform that is aligned with the values of the up and coming generation of sales people.

We’ll examine why the time is right for organizations to begin adopting Gaming CRMs. We’ll also take a look at industry trends that will make transitioning to Gaming CRMs more palatable for society.



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How The Gaming CRM Space Will Change Customer Relationship Management Forever: Why The Time Is Now

A Gaming CRM is a type of sales enablement platform that leverages game theory and behavioral psychology to improve a user’s experience with traditional CRM capabilities. Not to be mistaken for a traditional CRM, these systems lead with game mechanics as the driver for user adoption, motivation, and productivity when using the CRM.

Some distinguishing features of a Gaming CRM are [sales leaderboards](https://gamify.outfieldapp.com/gamification/business/sales/software/sales-leaderboard-software), player cards with Madden/NBA 2k like user attributes and stats. You may also find player or team match ups similar to what you'll find in fantasy sports.

The emergence of Gaming CRMs will [change various aspects of the business world](https://explore.outfieldapp.com/how-the-gaming-crm-space-will-change-customer-relationship-management-forever-1). Sales reps will suddenly become more invested in their CRM performance, [along with the social aspects linked to their player profile](https://explore.outfieldapp.com/how-the-gaming-crm-space-will-change-customer-relationship-management-social-identity). This heightened personal investment in their CRM progress is great for sales leaders who might be struggling with user adoption, but are hoping to get the most from their CRM – utility, data output, analytics, sales Improvement, etc.

[![Closers App - Sales Gamification](https://9307172.fs1.hubspotusercontent-na1.net/hubfs/9307172/League-Play-02-1024x131.jpg)](http://www.closersapp.com)

These performance improvements are great for the overall company, and ultimately extends itself to industry in general. If done effectively, one of the byproducts of gamifying sales events is the resulting _numbers_ that represent the outcomes of those events. Society refers to these numbers as [statistics](https://gamify.outfieldapp.com/25-key-sales-gamification-statistics-you-need-to-know-in-2023). As we know, stats are simply records of events. The operative word here is “records,” which indicate acts that are recorded into history. As we move more and more into the gamification of our society we’ll see more quantifying of persons, places, and things. 

Imagine how the output from gamification can be leveraged by artificial intelligence. Present day sports enthusiasts run game simulations on Madden to predict how the game may play out in real life. The same can done with the player profiles of sales reps, leading to forecasting of future events and sales performance.

This is a quick explanation of what a Gaming CRM is

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What Is A Gaming CRM?

Sales gamification is the process of applying game mechanics to normal everyday sales tasks. The intention behind sales gamification is to alter sales reps’ behavior in a way that maximizes their productivity. For example, offering a steak dinner as a reward to the sales rep with the most referrals for the month.

**Why Would Anyone Want To Tie Sales Gamification To Their Sales Operations?**

To be exact, sales gamification is not new. It’s been around for years in the form of daily sales competitions, [leaderboards](https://gamify.outfieldapp.com/gamification/business/sales/software/sales-leaderboard-software), and rewards to high producers.

**Reason 1:**

After interviewing 100 sales managers, Outfield uncovered that 89% of sales managers found that introducing game mechanics to their sales strategy positively impacted sales numbers and revenue.

**Reason 2:**

90% also stated that employee morale lifted as a result of employing game mechanics.

**Reason 3:**

It adds some fun to, what can be, a mundane sales day. Research shows that employees are more productive when they enjoy their work. In fact according to a [survey done by Statista](https://www.statista.com/statistics/1100522/gamification-productivity-employees/), 89 percent of employees stated that they would probably be more productive and get better results if their work were more game-like.

**Reason 4:**

It creates opportunities to acknowledge high producers. As we know, workplace recognition can be used to motivate, provide a feeling of achievement, and can help employees feel valued for their work contribution. Recognition has been known to improve individual [employee engagement](https://gamify.outfieldapp.com/gamification/business/sales/software/gamification-apps-for-sales-employee-engagement), productivity, and loyalty to the company.

**Reason 5:**

It can increase CRM adoption, which is one of the more expensive problems for sales organizations to have. We Outfield, we have observed user adoption upwards of 120% when gamification was tied to CRM utilization.

To learn more about our findings, download our 50 page white paper: [The Ultimate Guide to Gamifying Your Sales Team](about:blank).

* * *

[Outfield](http://www.outfieldapp.com) is a performance based CRM company that specializes in leveraging game theory and behavioral psychology to drive CRM adoption, motivation, and overall productivity among sales organizations. With customers in over 50 countries, Outfield’s gaming CRM helps teams work simpler, smarter, and more effectively. Becoming the world’s most highly adopted CRM is their mission, and their vision is to accomplish this by creating a platform that is aligned with the values of the up and coming generation of sales people.

To be exact, sales gamification is not new. It’s been around for years in the form of daily sales competitions, leaderboards, and rewards to high producers

Insights

Core Data Concurrency - The Easy Way (Swift, iOS 9+)

How The Gaming CRM Space Will Change Customer Relationship Management

How The Gaming CRM Space Will Change Customer Relationship Management: Social Identity

How The Gaming CRM Space Will Change Customer Relationship Management Forever: Why The Time Is Now

What Is A Gaming CRM?

5 Real Ways That Sales Gamification Can Improve Your Sales Production