Membrain in the Age of AI: A Look Ahead

As George’s Co-CEO and Chief Product Officer at Membrain, I’m picking up the pen (well, keyboard) and stepping onto the blog today! It’s such an exciting time in the world of software. We see dramatic new AI capabilities and other exciting developments almost on a weekly basis.

So I wanted to take this opportunity and share what we at Membrain are working on, and how we see the future.

We are moving beyond the limits of traditional CRM and combining methodology, data, automation... and AI. We’re a uniquely human-centered platform, and this development is uniquely Membrain.
We’re shaping a future where salespeople are guided by insight, instead of being overwhelmed with information. Where sales managers can coach with confidence, and revenue leaders gain visibility that reflects reality. I want to take this time to share a little on what’s coming, and why it matters.

Guiding Behavior: The AI-Powered Insight Engine

We’ve always believed that CRM should do more than store data: It should guide behavior. The new, AI-powered Insight Engine makes that belief real.

Insight Engine delivers timely, contextual insights right into the daily rhythm of each sales professional. This goes way beyond just another dashboard or CRM report. It’s a reminder about a quiet stakeholder who hasn’t accepted a meeting invite. It’s a notice that a pipeline is starting to thin. It’s an encouragement to re-engage with a stalled opportunity, and even fully personalized coaching on how. Insight Engine provides meaningful and actionable suggestions without interrupting the salesperson’s flow.

Insight Engine is an assistant. A mentor. A guide. And it's always there for you, at a second’s notice. It's never too busy to help.

This help is directly integrated into every relevant part of our platform, including Membrain Guide, Digest Emails, and Elevate Coaching, so the insights show up where they matter most, without needing to be hunted down. You don't need to create reports, complex filters, or be the resident CRM ninja to find them.  Membrain will bring it to you, right when you need it the most.

Insight Engine is an assistant. A mentor. A guide. And it's never too busy to help.

Insight Engine is split into three parts: AI, Data, and Insights, which are strengthened by each other. AI needs data to work with, sure. But above all, it needs context to be truly helpful. There is simply no beating the context found in Membrain. These layers are added on top of your already existing best practice sales processes, playbooks, enablement and coaching content.

Finally, Salespeople Can Focus on Honing Their Craft: Selling

What do most salespeople hate most about their jobs? Admin tasks.
And yet, they are buried in them. Taking notes, updating CRM records, delicately crafting meeting summaries, researching ahead of an important meeting. The AI and re-imagined Data capabilities in Membrain and our Insight Engine change that.

Imagine always having a concise, up-to-date summary for every deal and key account, waiting for you before every call. Imagine writing an email, and your AI stepping in, not with something generic, but with something that sounds like it came from your best rep on their best day, grounded in your sales methodology and ideal customer profile. Imagine training your AI once and having it support the entire team. Every message sharper, every touchpoint on-brand, every rep ramping up faster. Now imagine your CRM fields being filled in automatically, your data staying fresh and usable–without you lifting a finger.

A system that adapts to the way your team works, surfacing the right support at the right time, and freeing everyone to focus on selling.

Faster Prospecting, Deeper Information

We’re making prospecting faster, more relevant, and less manual. Fully native data integration helps salespeople find new, exciting companies to engage with. Helps enrich those companies with intimate details. Helps them identify stakeholders and their contact details.

Imagine a sales team that is excited to log into their CRM each morning, because they’re waking up to a curated list of companies that mirror their best accounts. Imagine discovering new contacts within a target account at the moment you’re preparing your outreach. Imagine enriching contact records with verified emails or company insights, right when you need them. These are the things sales people can now do, right inside their daily workflow. These aren’t theoretical, and you don't need yet another tool to do it. These are Membrain.

Seamless, Connected, Powerful

Quoting is a daily activity for many sales professionals. And until now, it’s lived outside of Membrain, causing friction within the workflow.

That’s changing too!

With Membrain’s new quoting capabilities, the act of quoting (at the right time in the sales process of course!) becomes an integral part of how you sell, serve, and grow. Seamlessly connected to your sales process, each quote now carries the full context of the opportunity it represents.

In fact, even beyond the quote, we’re connecting the dots across the organization. With tighter ERP integration, Membrain becomes the connective tissue between sales activity and revenue reality. The numbers you see aren’t just something that somebody entered manually that was “kind of right”, they’re what’s actually happening. A source of truth, shared from the first conversation through to delivery and beyond.

We want Membrain to reflect what’s actually driving revenue, not just what’s been logged in the CRM. We’re showing what’s driving growth. And making sure everyone sees the same picture and has confidence in their data.

Supercharged Productivity & Collaboration

Membrain has always been powerful, but we’ve heard you: not everyone is able to unlock its full potential. That’s why we’re introducing AI-powered user experience enhancements all across Membrain. Filters, views, graphs, automations, and content search are now all empowered by AI, so your people can speak naturally and easily to Membrain to gain the insights they want.

We’re working towards a future where users will be able to:

• Create views by asking, “Show me all opportunities closing this month.”
• Build filters like, “Find all prospects from last week’s webinar.”
• Generate graphs with, “Show top-performing reps this quarter.”
• Set up automations by describing, “Assign leads based on region.”

The interface becomes a conversation. The system becomes self-service. And salespeople get what they need, faster and without CRM-fatigue.

Whether it’s syncing marketing, aligning customer success, or integrating with finance and ops, Membrain becomes the connective tissue of your business. Grounded in insight, designed for execution, and always in context.

The fundamentals of sales haven’t changed, it’s still about humans helping humans reach a new desired future state. What’s changed is how we support that journey. Membrain’s job is to elevate the profession by making sure every salesperson has the right insight, at the right time, with the right process behind them.

Beyond Sales: Growth Within The Bigger Picture

Membrain isn’t just built for selling, it’s built for growth. We’re creating a system where sales, marketing, customer success, finance, and ops all align around one set of insights and execution channels. 

With every insight, Membrain not only drives deals forward—it develops the people behind them. The Insight Engine surfaces coaching moments in real time, helping every team member grow into the kind of professional B2B sales demands both today, and in the future.

We’re just getting started. But the future we’re building is clear: A B2B Growth Platform that helps your team execute with precision, consistency and intention. This exciting transformation isn’t just about CRM. It’s about orchestrating growth.