If you run a B2B sales team, you already know that most CRMs are glorified databases. They track deals, spit out reports, and look impressive in screenshots. But when it comes to actually helping your team sell better—not just record what happened—they usually fall short.
This guide is for sales leaders, managers, and operators at growing companies who want more than just another CRM. You want a system that nudges reps to follow a good process, helps new hires ramp up, and gives managers real visibility. That’s where Membrain claims to come in.
Let’s break down what Membrain does differently, where it actually helps, and where it’s just another tool with a shiny interface.
What Makes B2B Sales So Hard to Systematize?
First, a little honesty: B2B sales is messy. You’re dealing with:
- Multiple stakeholders (who all want something different)
- Long deal cycles
- Complex products or services
- Tons of internal and external process steps
Most CRMs just capture data. They don’t guide your reps or help you improve your actual sales process.
Membrain pitches itself as the answer to this mess—not by tracking more, but by baking process discipline right into the workflow. But does it actually deliver?
Where Membrain Stands Out (and Where It Doesn’t)
What Membrain Actually Does Well
1. Process-Driven Workflows
Unlike most CRMs that just log activities, Membrain lets you build out your sales process in detail:
- Guided Steps: You can set up stage-by-stage checklists, reminders, and templates. This is great for teams with a defined process or for onboarding new hires.
- Coaching Prompts: Managers can inject best practices right into the workflow. No more “Did you remember to confirm the budget?”—the system asks for you.
Pro tip: The more complicated your sales cycle, the more this kind of structure helps. If your process is straightforward, you may not need this much hand-holding.
2. Deal Qualification That’s Actually Useful
Membrain’s qualification tools aren’t just a glorified BANT form. You can:
- Set up custom qualification criteria for each stage.
- See at-a-glance which deals are healthy and which are stalling.
- Get prompts to revisit old deals or re-engage lost opportunities.
This stuff cuts down on “happy ears”—the false optimism that kills pipelines. If you’ve ever been burned by overconfident forecasts, you’ll appreciate this.
3. Sales Enablement, Not Just Tracking
Membrain has built-in content and training modules. That means reps don’t have to dig through shared drives or Google Docs to find what they need.
- Attach playbooks, battle cards, or videos to each process step.
- Serve up the right resources automatically as deals move through stages.
It’s not just “where’s the latest deck?”—it’s “here’s how you win at this stage.”
4. Real Visibility for Managers
Forget reports you have to wrangle in Excel. Membrain’s dashboards actually show:
- Which reps are following the process (and which aren’t)
- Where deals are stuck (and why)
- How well your process is working, not just if you’re closing deals
This is the stuff that helps you coach, not just punish.
Where Membrain Isn’t Magic
- Not a Powerhouse for Transactional Sales: If your team does high-volume, simple sales, Membrain is probably overkill.
- Setup Isn’t Plug-and-Play: You’ll need to spend time mapping out your process and setting up content. If you want instant value, this isn’t for you.
- Integrations Can Be Tricky: It connects with some email and calendar tools, but if you’re deep in the Salesforce or HubSpot ecosystem, expect some work.
How to Actually Use Membrain to Improve Your Sales Process
Here’s the honest, step-by-step approach that works for most teams—not just what the marketing site says.
1. Start with Your Real Process (Not Aspirations)
Before you touch Membrain, map your current sales process on a whiteboard or a Google Doc. Don’t design your “ideal” process. Write down what actually happens:
- How do leads get qualified?
- What are the big milestones?
- Where do deals get stuck?
- Who needs to sign off?
Ignore: The temptation to add steps you “wish” your team followed but never do. Start with reality.
2. Build Out Stages and Checklists in Membrain
Once you’re clear on your real process, translate it into Membrain:
- Create clear stages (discovery, solution design, negotiation, etc.)
- Add checklists or prompts at each stage. Don’t overdo it—just the big items that matter.
- Attach relevant resources (templates, case studies, scripts) where they help.
Pro tip: Ask a couple of reps to try it out and give feedback. If they roll their eyes at a step, ask why. Simplify where you can.
3. Set Up Deal Qualification Criteria
Don’t rely on gut feel. Use Membrain’s qualification questions to force clear answers:
- What’s the business pain?
- Is the budget real?
- Who are the decision-makers?
- What’s the timeline?
Make reps fill these out as deals progress—not all at once upfront, which just leads to guessing.
4. Coach, Don’t Just Monitor
The real value comes in using Membrain to improve your team, not just police them.
- Review stuck deals together in Membrain. Don’t just ask “Why isn’t this moving?”—look for patterns.
- Use the platform’s prompts for coaching, not nagging.
- Recognize when process steps are ignored. Ask if they’re truly unnecessary or just too much friction.
5. Iterate—Don’t Set and Forget
Your sales process will change. So should your Membrain setup.
- Schedule a quarterly review to see what’s working and what’s ignored.
- Trim steps that don’t matter.
- Add new resources as your team learns what works.
Ignore: The urge to build a “perfect” process from the start. You’ll get it wrong. That’s normal.
What to Watch Out For
A few honest caveats before you dive in:
- Change Management Is Real: If your team is used to the wild west, adding process will cause friction. Start small and get buy-in.
- You Still Need Good Managers: Membrain won’t make up for weak coaching or unclear targets.
- Don’t Obsess Over the Tool: The software helps, but it’s not a substitute for clear thinking and regular feedback.
Bottom Line: Keep It Simple and Keep Moving
Membrain can absolutely help growing B2B sales teams tighten up their process, coach better, and avoid the “garbage in, garbage out” trap of traditional CRMs. But the tool won’t fix a broken process or make lazy reps productive.
Start simple, build out what matters, and adjust as you go. Don’t let the tool drive your process—let your real-world experience guide how you use the tool.
And remember: The best sales tech is the one your team actually uses. Don’t let shiny features distract you from doing the work.