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    Would You Rather Grow by 14% This Year or 30%?

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    If you could push a button and choose between 14% growth next year and 30% growth, which button would you push? Assuming that this sales growth is stable, manageable, and healthy, most sales leaders would push the 30% button.

    It’s not often we get a chance to actually see what happens when you push a lever on one side of a company, and choose not to push it on the other side. But that’s exactly what happened for a client of Helix Sales Development, and the results were eye-opening.

    How Helix Helps Companies Grow

    Helix Sales Development, headed by Walter Crosby, helps sales leaders build high-performing sales organizations with consistently reliable revenue forecasts. Crosby typically helps clients double their revenue.

    Crosby consults with sales leadership to develop winning strategies, and to implement them effectively. He partners with Dave Kurlan at Objective Management Group to evaluate and understand the sales organization’s needs, uses the Baseline Selling methodology to improve performance, and partners with Membrain to execute on the strategies he develops.

    While Crosby’s company doesn’t require clients to use Membrain, he says that he typically is able to get better results in less time when they do.

    “It makes my role much more effective, much less time consuming,” he says, “and it gives better optics for everybody in the organization.”

    Here’s What Happened When One Company Implemented Membrain in Half the Company - And Not in the Other

    To give a sense of the impact that partnership with Membrain has for Helix, Crosby shares the story of a company that had a residential division and a commercial division. He consulted with both halves of the company and provided them with all of the same services and training. Everything was the same except one - the technology they chose.

    “The residential division embraced the Membrain technology,” says Crosby, “and embraced the idea that it would save time. The commercial division saw the technology as someone looking over their shoulder. They agreed to the sales process, but didn’t want the coaching or the technology.”

    The residential division had a junior sales team, with an average seniority of 2.5 years compared to 14.5 on the commercial side. Many of the residential salespeople were uncomfortable in their role. Yet within the year, the residential team was outstripping the commercial team by enormous margins on performance.

    While the commercial team grew with just the strategy and process in hand - by 14% - the residential team grew more than twice as much in the same time frame, by 30%.

    How Helix Attains Exceptional Results Using Membrain

    Crosby partners with Membrain because, in his words:

    “There’s nothing better out there to integrate the sales process with the technology. Membrain really is the best.”

    Membrain makes it easier & faster to get results for clients, and to measure and demonstrate those results.
    Walter Crosby

    His company takes advantage of Membrain’s powerful embedded methodology and process tools to save him and his clients time. Membrain’s editions include the Baseline Selling edition, which has all of the essential structural components already embedded, so Crosby doesn’t have to “reinvent the wheel” with each client.

    “This allows me to be more effective with my time,” he says.

    Membrain also enables the client to see the value of the program faster and easier. Having the process embedded into the sales technology “helps them see visually what the process is going to look like, and helps them see the value of the effort that goes into creating the process.”

    Once the system is customized for the client’s specific strategy and way of selling, it continues to provide value through the increased visibility it offers.

    “It’s just better optics,” says Crosby. “It’s crystal clear where the sales team is as individuals and as a team, it’s clear whether they’re using the system or not, whether they’re engaging with it. It helps us see where they’re struggling without them having to articulate it, because we can look at performance data in the dashboards and see what they’re doing and not doing, so we can talk with them about making those changes. As a result, the transformation happens in a shorter cycle.”

    Why Membrain is The Tool of Choice

    Crosby has one major beef with us - how we describe our tool.

    “Membrain just ditched the CRM,” he says. He doesn’t think about us as a CRM at all, even though we do have a CRM as our database. “It’s just a different way to think about sales.”

    Membrain makes it easier and faster for Helix to get results for clients, and to measure and demonstrate those results. He also says it helps them grow and get deeper engagements with clients.

    Additionally, Crosby appreciates that “at Membrain, they’re never satisfied. They’re always working to improve the tool. Just when you think you’ve got it all figured out, they make it better. And that’s aligned with what we do here, at Helix. We just keep looking for ways to improve.”

    At Membrain, we appreciate our partners like Helix, that are helping us elevate the sales profession. We believe that when you partner sales expertise with sales technology, 1 + 1 = more than 2, and Crosby’s story really highlights that.

    I would love to speak with you about your sales consultancy and how we can partner with you, or direct you to one of our partners to help you grow your business.

    George Brontén
    Published September 14, 2022
    By George Brontén

    George is the founder & CEO of Membrain, the Sales Enablement CRM that makes it easy to execute your sales strategy. A life-long entrepreneur with 20 years of experience in the software space and a passion for sales and marketing. With the life motto "Don't settle for mainstream", he is always looking for new ways to achieve improved business results using innovative software, skills, and processes. George is also the author of the book Stop Killing Deals and the host of the Stop Killing Deals webinar and podcast series.

    Find out more about George Brontén on LinkedIn