This post is part of a series of Executive Interviews of top sales and marketing solutions company executives. We ask the same questions of every executive so readers can learn about their unique positioning and their vision for the industry.

This week I interview Brian Leach, CEO, Unboxed Technology.

Nancy: What does Unboxed do? What problem/s are you solving for sales and/or marketing organizations?

Brian: We use technology to help sales and service organizations educate and empower their employees so they can sell more and start selling sooner. In everything we create—from our learning management system and custom training content to our mobile sales apps and observation tool—the user experience is ridiculously simple and highly engaging. Plus, our tools are versatile. In addition to their employees, clients use these solutions to support their customers, vendors, and channel partners.

Nancy: How does your solution uniquely address the problem (or in what way do other solutions fall short from solving the problem)?

Brian: Part of selling is connecting with your customers and matching their needs to your products or services. Humans are inconsistent in their sales approach, which hurts the customer experience. On top of that, there’s a lot to remember and product specs, features, and benefits are always changing. Matching needs isn’t easy.

Our tools connect—and simplify—training your reps, selling your products and services, and validating rep performance. Ultimately, teams get up to speed faster and your sales process is more consistent, which drives sales growth and increases customer satisfaction.

First, we train your reps with our LMS, Spoke, and content that’s customized to support your sales strategy and process. Then, we arm your reps with Assistant, our mobile sales platform, to engage and educate customers and match their needs to solutions. Assistant captures everything during customer interactions, including data from prospects that don’t buy. This introduces a whole new level of intelligence that lets you pivot your sales strategy as you learn more.

Nancy: What’s the most important thing that today’s business decision-makers should look for (or ask, or consider, or solve)?

Brian: Two things come to mind. First, companies spend millions of dollars mobilizing sales teams and equipping them with some kind of tool or app to sell their products, but they don’t always invest enough in their sales process and customer engagement. That’s where the rubber hits the road. Decision makers know there’s no silver bullet to increase sales. To make their reps more productive, decision makers need to invest in ongoing training that aligns their sales strategy and empower reps with sales tools that benefit both reps and customers.

Second, human capital and marketing are often two of the largest expenses for any business. Learning how to connect marketing and your sales execution is extremely valuable. After years of working side-by-side with our clients, we’ve learned how much we can impact sales productivity using our Assistant platform.

Nancy: What are you most excited about for the next 12 months?

Brian: We’re making significant upgrades to our platforms to help clients mine the data we’re collecting on both the training side and the sales side. We’re also excited about ramping up our integrations with other tools and platforms our clients use. This will let our clients connect their training, CRM data, sales performance, and sales execution in one seamless dashboard.

Nancy: What do you think is the biggest underlying theme or trend for sellers and/or marketers in the next 12 months?

Brian: Smart companies invest a lot of money in their CRM systems, which are great for storing data. Smarter companies look for ways to integrate with that data to better leverage their investment. On their own, CRMs are just large data warehouses. There’s very little insight there.

Sales leaders are saying, “How can we better connect the entire sales process and customer experience?” And we’re starting to see it. Our clients are asking us to connect the data from our training platform to our sales and performance management tools to their CRMs so they can gain these insights.

Nancy: What would you challenge sellers and/or marketers to think about for the near term?

Brian: Marketing can be very powerful. But if your sales execution isn’t aligned, it doesn’t fulfill marketing’s promise. It’s a problem sales and marketing problem must tackle together.

I also challenge your reps, partners, and vendors to make things simple because simplicity benefits everyone. It’s extremely difficult to do, but the value is tremendous..

note: to learn more about Unboxed Technology go to www.unboxedtech.com