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.

Timestamps

00:00 Introduction to George Brontén, CEO of Membrain

01:46 AI, automation, and the future of sales technology

02:49 Being a partner-first company

05:12 The real driver of sales performance

06:19 Evolution and perception of CRM systems

08:10 Lessons from building and scaling Membrain

11:23 How you sell matters

17:52 The number one problem in complex sales

20:10 Insights from Stop Killing Deals

23:05 How AI can enhance thinking (but not replace it)

25:38 Why CRM systems got a bad reputation

31:26 The importance of coaching in sales leadership

33:48 Having the right KPIs in place

37:09 Evaluating AI tools and avoiding the hype

42:01 Advice to a mid-level sales manager that wants to give their career a boost

44:01 Core values and culture at Membrain

If 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 Robus

Website: https://www.growthmattersintl.com

Connect with George

Website: https://www.membrain.com

Book: Stop Killing Deals

LinkedIn: George Bronten