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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 You see, CRM is an outdated approach that requires a company to change its work streams to align with the software, or to pay for a lot of customization and integration to make it work.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 capabilities, sales enablement and analytics 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 or an email using an existing template. Since Spiro is embedded in the sales person’s workflow, our customers report collecting up to 16 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.


  • Really Great Article! Thanks for sharing such valueable information. Looking forward to rading more such articles from you site.

  • Adam says:

    This is really a very lovely and helpful article, thanks for sharing!

  • Jose Mena-Armas says:

    Hello. Based in El Salvador and for the Central America region, I’ve been working the last 20+ years for US based sales reps companies in the electrical market. Besides the language task (English to Spanish and viceversa for commercial and technical issues), I’ve have to deal with the customization of US sales “culture” and with sales support or sales follow up tools like CRM’s and SalesForce. The two first task have been easy to achieve but the CRM and/or SalesForce haven’t. It’s good to know that it wasn’t a matter of sales culture or country/region.
    The statement that this tools have to work for the salesforce and not the other was reflects the reality and the frustation of many users.


  • Thanks for your good thaughts that is the point which i am sharing that sales persons should have ability to handle all features first he believe that this is my company and how i will improve business look all matters like deliveries on propper time swift opration staff handlings customer complaints invoicing vendors relation marketing relation payments collection risk management business growth future business market search problem solving making good relations with staff for friendly working

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