Escape From CRM Hell: How Marlin Technologies Killed a 600-Pound Gorilla and Got Back to Selling
Marlin Technologies turned in their "600 LB gorilla" CRM with an Anti-CRM built to get out of the way. See how the team now uses automated tracking to eliminate manual data entry, manage complex 24-month sales cycles, and stay focused on their primary goal: Selling more stuff.
Results At A Glance
100% Sales rep adoption with zero pushback
7-Step specialized sales process (expanded from 3)
24-Month complex sales cycles managed with ease
The purpose of the system is to sell more stuff and that's what Spiro really helps us do.
— Lloyd Brown, Director of Sales & Marketing
The Challenge: Managing A "600 LB Gorilla"
When Lloyd Brown sought to grow the sales efforts at Marlin Technologies, he found himself shackled by Salesforce — a soulless, legacy CRM that didn't fit the mold of the team or their sales process. As a small manufacturer of highly engineered ruggedized components, Lloyd's team needed an anti-CRM that actually works for, not against them.
They needed a system that could provide real-time visibility into technical, long-cycle opportunities; deliver a source of truth without requiring a full-time CRM administrator; eliminate the manual data entry that led to sales rep resistance; and transition the CRM from an expensive Rolodex into a strategic sales aid.
Salesforce left Marlin and team with little more than an expensive Rolodex. Opportunity management was manual, draining, and couldn't hold up to a sales cycle that could last up to two years.
We really had an expensive Rolodex... It was very, very manual and as a result, using that CRM was something that just felt like extra work.
— Lloyd Brown, Director of Sales & Marketing
The Turning Point: Enter The Anti-CRM
When Lloyd's team switched to Spiro, they found a platform that prioritized sales activity over administrative duty, like logging emails and creating contacts. Lloyd was also able to go in and tailor the software around his team's specific 7-step process to mirror how they actually move a deal from lead to production.
One of the things I like about Spiro is that I'm able to — sometimes with a little coaching or sometimes not — just go and make changes... and that's a really big breath of fresh air.
— Lloyd Brown, Director of Sales & Marketing
Key Capabilities
Automated Contact Creation: Spiro integrates with Office 365, automatically creating new contacts as soon as an email conversation begins.
Specialized Sales Funnels: Lloyd expanded a generic process into a specialized seven-step funnel tailored to the complexity of selling highly engineered products.
Voice-Activated Notetaking: Field reps use verbal dictation immediately after meetings to log activity, ensuring data is captured in real-time without ever having to pick up a pen.
Proactive Visibility: Dashboard rules prompt smarter questions, identifying when Production Start dates in the funnel no longer match reality.
The Result: Total Adoption, Full Visibility, and Selling More Stuff
For nearly three years, Spiro has transformed Marlin Technologies' workflow into a proactive, data-driven machine that drives action. The sales team now operates with a system that just does it, allowing them to focus on managing sales rather than managing software.
Typically, when you install a CRM... the biggest pain point is that the sales reps resist it. I never experienced that with Spiro... it's a sales aid and we have absolutely experienced that.
— Lloyd Brown, Director of Sales & Marketing
1. 100% Rep Adoption
The biggest win for Lloyd has been the lack of friction. Because the tool fits the natural workflow of a salesperson — capturing data automatically and in real-time — the team viewed it as a benefit rather than a burden from day one.
2. Strategic Managerial Clarity
By integrating ERP and MailChimp data into one location, Lloyd can view sales, AR, and open order data without digging through multiple systems. This single source of truth allows him to lead with data that speaks for itself.
3. Success in Long-Cycle Sales
With complex sales cycles lasting up to 24 months, Marlin Technologies uses Spiro to ensure no opportunity falls through the cracks. The system identifies neglected customers and helps the team navigate the long-term technical requirements of OEM partnerships.
The product itself is so capable, and I know the product team, having met some of the engineers and worked with a bunch of the people on account management, the features are coming at least as fast as I can implement them, which is fantastic.
— Lloyd Brown, Director of Sales & Marketing