In this series, we ask Sales Tech Executives to describe how their solution can change a sales organization in a significant way. We call it Sales Tech Game Changers.

This week I interview George Brontén, Founder & CEO of Membrain.

How to Make Your Sales Strategy Easier to Execute by Systematizing “Your Way of Selling”

NANCY: WHAT ARE THE TOP 3 WAYS YOUR SOLUTION CHANGES THE GAME FOR A SALES ORGANIZATION?

GEORGE: Unlike most solutions, our platform is custom built for complex B2B sales, where sales cycles are longer and more stakeholders are involved. We don’t just assume that salespeople always know what to do, with whom, and that all they need is a way to log their activities. Instead, we make HOW TO SELL come to life by placing best-practice sales process and methodology directly into their workflow, making it informative and actionable.

  1. Membrain makes sales strategy easier to execute by systematizing “your way of selling”
  2. We embed sales enablement into the daily workflows of salespeople and managers
  3. We give leaders the data insights needed to improve their coaching and process

In addition, we integrate performance management, enablement content, sales analytics, and coaching capabilities, resulting in a complete platform for the B2B sales team. These capabilities sit on top of an integrated CRM system so that you can replace traditional CRM systems, which usually have very poor adoption rates.

Simply put, we increase B2B sales effectiveness.

NANCY: WHAT ARE THE TOP 5 THINGS YOUR SOLUTION ALLOWS SALESPEOPLE TO DO BETTER, OR FASTER THAN THEY CAN TODAY?

GEORGE: Our solution focuses on increasing effectiveness by making sure that all salespeople have what they need to best execute the best sales strategy in each case.

For example, Membrain places the sales process directly in the rep’s workflow so that they can readily follow the correct steps for executing the sale.

Two, Membrain places the sales methodology, including training and other resources, directly into the salesperson’s workflow right where they need it when they need it, making it much easier to execute the correct methodology.

Three, we are strong believers in coaching, which is why we analyze information and present it in a way that allows sales managers to know who to coach and about what and when.

Four, we balance ease of use for salespeople with the power of transforming strategy into execution for leaders and managers. We make sales analytics easily accessible, as well as improving your process and methodology over time, without heavy-lifting from the IT department.

Five, and most importantly, we make it possible for companies to differentiate themselves by HOW THEY SELL their products by making it easy to align their sales approaches with how customers buy.

NANCY: DESCRIBE THE FIRST 30 DAYS AFTER A COMPANY PURCHASES YOUR SOLUTION

GEORGE: Our “Clearpath Promise” guarantees an all-inclusive fixed price and a set deadline for implementing the Membrain platform. During the first 30 days of working with our platform, users can expect us to take responsibility for importing data from their previous system into our platform, customizing the database, setting up the sales process, and training their admins and users.

This process usually takes from 3-6 weeks, depending on the size of the customer. After that, we have ongoing customer success meetings to make sure that they’re achieving the improvements to sales effectiveness that they are after.

Overall, during the first 30 days, companies can expect to gain greater clarity and insight into their sales process and how their salespeople are performing against it, as well as better control over how the sales strategy is executed.

NANCY: HOW HAVE COMPANIES DETERMINED THE ROI OF YOUR SOLUTION?

GEORGE: Our customers measure revenue per salesperson. We have customers who have doubled their win rates and team quota attainment and significantly reduced ramp-up times.

NANCY: WHAT SHOULD COMPANIES DO TO ENSURE THE SUCCESS OF YOUR SOLUTION?

GEORGE: The main driver for success with Membrain, and for any sales enablement technology, is a strong commitment from upper management and the engagement of sales managers. Leadership and management must want to improve sales effectiveness and do what it takes to make it happen. It’s not as easy as just buying a tool, even if I would love if that was true 🙂

When it comes to Membrain in particular, our customer needs to get buy-in from sales managers and salespeople about the importance of having a “Way of Selling” to differentiate themselves in the market and to work smart. They need to capture the collective wisdom of their teams and embed that knowledge into an informative and actionable playbook (process/methodology). This becomes their competitive advantage in a world where all products and solutions look the same to buyers.

NANCY: WHAT ARE SOME GOOD RESOURCES IF SOMEONE WANTED TO LEARN WHAT QUESTIONS TO ASK, WHAT OTHERS ARE DOING, AND PURCHASE CONSIDERATIONS?

GEORGE: Visit our resources page, where we share whitepapers and case studies, or reach out to our team via email at sales@membrain.com and schedule a time to speak.

NANCY: WHO BENEFITS MOST FROM YOUR SOLUTION?

GEORGE: A company with at least 10 salespeople involved in complex b2b sales, dedicated sales management and a leadership in growth mode. They usually come to us because they feel that their traditional CRM system is holding them back and it’s time to cut loose. Companies with a dedicated sales enablement and operations team get the best long-term effects because they have dedicated staff to orchestrate the efforts and ensure progress.

NANCY: CAN MEMBRAIN BE USED TO COMPLEMENT SALESFORCE CRM, OR IS IT A REPLACEMENT FOR TRADITIONAL CRMs?

GEORGE: We provide Membrain as a standalone platform, including a CRM database, which is what the bulk of our customers use. We also provide Salesforce customers with a plugin to make sales process & methodology informative and actionable. The sales analytics and coaching capabilities for managers and coaches are available for both customer types.