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I’ve spent my entire career in sales, with the last 20 focused on helping companies implement CRM. But virtually every company I talk to has one thing in common: they hate CRM. Why? Because CRM is a soul-sucking application that requires a lot of time and money to work, and essentially turns sales teams into data entry clerks, which gives them less time to sell.

In fact, more than half of Spiro’s 200 customers didn’t even bother with CRM because they knew it would be detrimental to their sales teams. One publicly traded medical equipment company we work with was spending $500,000 a year on CRM that their sales team never logged into!

I was hearing the same complaints 20 years ago and I still hear it today. You see, CRM is an outdated approach that requires a company to change its work streams to align with the software, or to pay for a lot of customization and integration to make it work. And it still doesn’t provide adequate visibility into your forecast. Assuming, of course, that the sales team entered objective and accurate data (which we all know isn’t a reality).

“We don’t want to fix CRM. We want to kill it.”

Salespeople should be selling, and sales leaders should be helping their team close more deals. Technology should work for you, not the other way around. I don’t believe that’s a radical statement, but this may be: CRM will never achieve this goal.

And this is why I founded Spiro, because I believed a new approach was needed. That solution, proactive relationship management, has a few defining characteristics:

  • It’s natively built on artificial intelligence and consolidates CRM, sales enablement and telephony into a single solution. This consolidation is important because the artificial intelligence, which underpins the proactiveness of this platform, relies on having a full view of the data.
  • The software doesn’t need to be “used.” Spiro creates contacts based on who you’re emailing. It updates opportunities when a proposal is sent. All without any data entry.
  • The software needs to guide people to the right actions. Because the data is proactively being captured, the AI engine is able to spot patterns and provide recommendations on next best actions.

Spiro’s proactive relationship management platform leverages AI and machine learning to work in the background, collecting information from calls, texts, emails and more, and dynamically creating contacts, activity lists, and much more.

Spiro proactively provides a daily to do list for sales reps based on the most important opportunities, and guides the next best action, whether it be a call from Spiro Voice or an email using an existing template. Since Spiro is embedded in the sales person’s workflow, our customers report collecting up to 8 times more data than with a CRM.

With more data, sales leaders have more visibility into their teams’ activities, and can pinpoint stalled deals or underperforming pipelines. They love being able to ask Spiro a simple question (“What’s John’s pipeline for Q2?” or “What did my team do last week?” or even “What’s the status of the Prudential deal?”).

So that’s what Spiro’s proactive relationship management platform is all about – helping your sales team work smarter and closer faster.

It’s a radical new approach, in that we want to kill CRM and give you a software that works for you, not the other way around. I hope you join us on the journey!

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About the Author Adam Honig

Adam is the co-founder and CEO of Spiro Technologies. He is a natural sales leader with a mission to help salespeople make more money using artificial intelligence — or any sort of intelligence for that matter. Adam has been a founder of four companies which resulted in two triumphant IPOs and two legendary mergers. He is best known for speaking at various conferences including Dreamforce, for pioneering the ‘No Jerks’ hiring model, and for flying his drone while traveling the world.


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