In this series, we ask tech executives to describe the why and how of their solution. We call it Sales Tech Simplified.

This week I interview Brandon Bruce, Co-Founder & COO of Cirrus Insight.

Nancy: Why does the industry need your solution?

Brandon: Nobody has built a meaningful customer relationship in a CRM. In fact, Customer Relationship Management is a misnomer for what is really a sales management and reporting database. That’s not to minimize the importance of a CRM, but rather to clearly identify its purpose. Relationships are built by sales people with customers via email, phone calls, and meetings. Sales people work inside Gmail and Outlook where Cirrus Insight helps them save time and sell more. We bring Salesforce into the inbox so that sales teams can access and update the CRM without having to go into Salesforce ever again.

Nancy: Why should it be prioritized above other options?

Brandon: It’s important to remember that Salesforce is not a sales tool. Its primary function is sales management and reporting. It’s not enough to buy Salesforce for your sales team and expect that they now have what they need to close deals. Your team needs a tool that helps them to sell. That’s why we think that sales enablement tools like Cirrus Insight are an important part of every organization’s sales stack.

Nancy: What are the symptoms that indicate an organization would benefit from your solution?

Brandon: The main symptom is paying a lot of money for Salesforce only to find that nobody on the sales team actually uses it. It’s a common and expensive problem that Cirrus Insight solves. We receive customer reviews in two flavors. First, sales people say they like Cirrus Insight because it saves them from manual data entry and opens up more time for selling. Second, sales directors say they like Cirrus Insight because they can finally see what’s happening across their sales team in Salesforce and identify what really works.

Nancy: Where does your solution fit in the Hierarchy of Revenue Needs™?

Brandon: Cirrus Insight fits in two categories: Engaging with Prospects and Closing Deals. We help sales people execute winning sales playbooks with emails, phone calls, to-do items, and appointment scheduling tools. We then help sales people create, update, and close opportunities right from Gmail and Outlook.

Nancy: How mature is a typical organization’s sales stack before adding your technology?

Brandon: Cirrus Insight is usually the third application in the stack. The first is Gmail or Outlook. The second is Salesforce. Customers then buy Cirrus Insight to tie the platforms together, increase user adoption, and sell more.

Nancy: In what ways is your solution complementary to others that might be in someone’s sales stack now or in the future?

Brandon: Cirrus Insight integrates with dozens of sales and marketing applications including marketing automation platforms, support portals, and sales enablement tools.

Nancy: What are some of the challenges your solution solves for Marketing/Sales?

Brandon: Cirrus Insight solves:

  • Schedule more prospect meetings
  • Track email with customers
  • Sync events and emails to Salesforce
  • Increase Salesforce adoption
  • Capture more leads
  • Engage with customers via mobile
  • Define and execute a winning sales playbook
  • Ramp new sales people faster
  • Hit activity and sales targets

Nancy: What are some good resources if someone wanted to learn what questions to ask, what others are doing, or purchase considerations?

Brandon: We have a podcast called Our Love Hate Relationship with Sales at www.cirrusinsight.com/podcast

We’ve also posted a lot of buying resources including guides and slide decks at www.cirrusinsight.com/resources