How Membrain is Redefining CRM for Sales Teams with George Brontén

Sales teams don’t fail because of a lack of data, they fail because they overlook behaviours, systems, and the fundamentals that drive performance.In this episode of Because Growth Matters, Daniel sits down with George Brontén, CEO of Membrain and author of Stop Killing Deals, to explore how complex B2B sales can be simplified and transformed.George shares why traditional CRM systems frustrate sales teams, how shifting focus from data to behaviours changes results, and the role of AI in augmenting (not replacing) human thinking.You’ll hear George’s take on why many CRM implementations fail, how coaching frontline managers is the biggest lever for performance, and why sales leaders need to embrace systems thinking to truly engage all stakeholders.Timestamps00:00 Introduction to George Brontén, CEO of Membrain01:46 AI, automation, and the future of sales technology02:49 Being a partner-first company05:12 The real driver of sales performance06:19 Evolution and perception of CRM systems08:10 Lessons from building and scaling Membrain11:23 How you sell matters17:52 The number one problem in complex sales20:10 Insights from Stop Killing Deals23:05 How AI can enhance thinking (but not replace it)25:38 Why CRM systems got a bad reputation31:26 The importance of coaching in sales leadership33:48 Having the right KPIs in place37:09 Evaluating AI tools and avoiding the hype42:01 Advice to a mid-level sales manager that wants to give their career a boost44:01 Core values and culture at MembrainIf you enjoyed this episode, please subscribe to Because Growth Matters, share it with your network, and leave us a rating or review. It helps more sales professionals discover these conversations!Would you like to be a guest on Because Growth Matters or learn more about working with Growth Matters International? Fill out the application form HERE.Connect with Daniel:LinkedIn: Daniel RobusWebsite: https://www.growthmattersintl.comConnect with GeorgeWebsite: https://www.membrain.comBook: Stop Killing Deals LinkedIn: George Bronten

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