When Daniel Nilsson Lennartz co-founded Mermaid Medical® Group in 2007, it wasn’t in a sleek corporate office. It was in a basement with four people and a warehouse converted from stables in Denmark.
Since then, Mermaid Medical Group has grown into an international provider of medical devices for interventional radiology, interventional cardiology, and endovascular surgery, with operations across Europe, the United States, and Asia. Despite the company’s expansion, one thing has remained constant: a steadfast commitment to people.
“We are all about people,” Daniel said. “The DNA of Mermaid Medical Group is the relationships, the collaboration, and the trustworthiness that we managed to create within the company, but also towards our partners and manufacturers.”
As Mermaid Medical Group scaled, it needed a system that could support that culture of trust and enable its sales teams to thrive, without bogging them down in micromanagement or unnecessary complexity. Their previous CRM wasn’t up to the task.
For three years, Mermaid Medical Group used a CRM that Daniel says simply wasn’t a fit.
“It was not us at all,” he shared. “It’s a thin line to balance so you don’t get into that micromanagement kind of box… because then the proudness and the trust is not there anymore.”
The previous system created friction rather than flow. Inaccurate pipelines, unused marketing features, and a rigid structure made it harder for salespeople to work effectively. It also lacked cultural alignment with Mermaid Medical Group’s core values: trust, pride in progress, and unity in caring about colleagues and partners.
Worse, it distracted from a key priority for the growth-minded organization: sales.
In medical manufacturing, sales enablement is much more important than marketing, Daniel explained. They didn’t need fluff and distraction; they needed a growth platform that would support and enable their salespeople.
Mermaid Medical Group implemented Membrain to bring clarity and consistency to their sales process — while reinforcing their human-first culture.
From the beginning, the Membrain team, including Senior Customer Success Advocate Johan Wiklund, approached the project not just as a system rollout but as a true partnership.
“He was like a team member,” Daniel said. “People actually felt someone listened to them, that they got the attention they needed, that someone took the time to explain stuff to them. … (Johan’s effort) really, really helped.”
Along with Johan’s support, Daniel and his team adopted a successful step-by-step approach to implementation of Membrain:
Importantly, they didn’t wait for perfection.
“Nothing will ever be perfect,” Daniel said, advising new Membrain users to structure their implementation of the tool but not delay diving in and reaping its benefits. “So implementing in steps, I think, is very good, but you shouldn't wait, you know. Let everyone come in. See how the system works.”
Daniel even built a custom e-learning certification course to ensure every salesperson was trained and confident in Membrain.
Mermaid Medical Group attributes much of their success with implementing Membrain and the results it has brought them to the expert help of Senior Customer Success Advocate Johan Wiklund.
In his three years with Membrain, Johan has set a high standard for service with consistent improvement of Membrain’s workflows and a tendency to always go the extra mile.
In 2024, Johan was nominated by his Membrain colleagues for two company Core Value Awards: “Challenge the Mainstream” and “Be Full of Heart.”
Johan Wiklund
Sr Customer Success Advocate
Membrain
“You will always have resistance when it comes to change, But once people started using it, they saw it was for them — not for micromanagement“.
