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Membraine CEO Shares Tips on How to Prevent CRMs from Becoming a Data Graveyard

Customer Relationship Management platforms account for one of the fastest growing industries in the software marketplace. CRM analysts consider these tools as the game-changer in the Martech and Salestech domains. With B2B journeys getting more complex, marketing teams are constantly looking at CRM players with superior data management and analytics capabilities. The biggest challenges CRM makers face today is to prevent their platforms from becoming a data graveyard.

As part of its mission to elevate the sales profession, Membrain, a CRM for complex B2B sales that focuses on behaviors instead of data, has removed the barrier of price and is now offering their product for free. The aim is to give salespeople, sales leaders, and company leaders seeking an alternative to traditional CRMs an opportunity to codify and scale successful behaviors without the time limitation generally found in free versions of software.

Currently CRMs are complicated, non-intuitive and focused on logging data, not driving behaviors. That’s why the evolution of sales enablement and sales operations that led companies to focus on a more structured orchestration of sales execution has now made the primary use for CRM outdated.

Sales Tech Adoption Key to Keeping Pace with Virtual Selling Trends

We believe most CRMs suck and offered a limited time trial in order to help elevate the sales profession, but it didn’t give a fair chance to businesses who don’t have their sales process mapped out. By removing the time barrier to use our software, companies can now explore the impact assumptions like ‘salespeople know how to sell and should log what they have done’ in order to really learn how our platform can help them drive the right behavior to make how they sell into their competitive advantage.” – George Brontén, CEO

They also cost a lot more than people realize as recent data shows that for every $1 teams spend on CRM, they spend about $6 on plugins. As the cost grows, so too does the complexity, as salespeople are forced to use other applications to send email, schedule appointments, or take notes. Also, recent research by Nucleus found that 51% of Salesforce customers would switch to another CRM solution if given the opportunity.

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Instead of a CRM becoming a data graveyard, Membrain believes what salespeople really need is an all-in-one tool that comes alive with customizable workflows, enablement, data insights and coaching. Giving salespeople and their managers everything they need to flow effortlessly through their days is the heart of Membrain.

Salesforce Reimagines Sales With Enhanced Virtual Selling Suite

Cornerstones of Membrain’s selling philosophy:
  • Be personal
  • Drive the right behavior with sales and training content
  • Elevate your people with coaching
  • Continually improve your strategy and process

These are embedded within their three separate workflows, prospecting, opportunity management, and account growth making it easy for leaders to build processes with milestones, stages, steps, and checklists. Training and enablement content can be associated with each part of the workflow, and their powerful analytics tools enable managers to easily see where salespeople need help with individual opportunities or with processes, skills, and abilities.

[To share your insights with us, please write to sghosh@martechseries.com]

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