We Built a CRM for An Era That Ended. We Had No Idea It Would be Exactly What the New Era Needed

Long ago, in the far, far times back before generative AI was a twinkle in the eye of the digital universe, I got the idea that sales data should be structured in a way that helps salespeople be more effective.

Together with experts I consulted along the way, I studied the biggest problems in complex sales, the most common hurdles sales organizations face, and the actual realities of human behavior within a sales context.

And then we built a CRM that does more than just collect data. It organizes it, contextualizes it, and guides salespeople through the sales process, and helps leaders do their jobs better. It feeds their successes and their losses into an engine that continually improves performance and enables them to execute strategy and best practices across the organization. I then hired an external consultant to build an initial version of the product.

What we didn’t know then and couldn’t have predicted is that one day, Membrain’s contextualization of data would be exactly what sales teams need to optimize their use of a technology that we had not yet dreamed of.

Generative AI is a powerful tool. It is most powerful when it has access to both data and context for the data. Traditional CRMs are essentially data dumps where a human has to know what to look for, when to look, and what to do next. Membrain knows your company’s strategy, ideal customer profile, process, methodology, people, and how every piece of data collected by your salespeople fits into the larger picture.

Plug an AI into a traditional CRM, and you can go a long way. Plug AI into Membrain, as we have done, and you have an organizational brain that remembers everything your teams learn, your process, your playbooks, every deal, every conversation. And then thinks with that memory to guide every rep toward the best behaviors.

We didn’t set out to build a CRM for the AI era. We set out to give the context needed to sell better. Turns out, AI needs it too.

Membrain AI doesn’t just draft emails. It drafts emails perfectly attuned to bring the project to the next step. It tells salespeople when they need to reach more stakeholders, which stakeholders to reach out to, and helps them earn the conversations they need to have. It finds look-alikes of your best customers and enriches your existing data with more information in context, and so much more.

Context is what AI needs in order to serve its highest purpose of companioning your sales teams to stronger and stronger performance. Context is what Membrain has always specialized in. That means we built the exact tool the era of AI needs, and we didn’t even know it.

And we gave it a name it could grow into. Mem = the memory of how you sell Brain = the AI that reasons and guides. It turns out, we didn’t just build a CRM. With AI now built into the center of our technology, we have built the brain that makes your sales organization sharper every single day - your Membrain.