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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
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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
