Compliance comes from usefulness

In the architecture of any CRM and its integration into the business, you have to solve for the utility of many user-types. This was especially true for a blend of equipment specialists and reference lab service account managers at Antech in 2019. When people see any given task as a “chore”, compliance will suffer. Instead, Bryan streamlined the data entry/edit process and automates the system that saves the user time and reveals opportunities previously hidden by the “minutia”, while at the same time providing transparency and actionable data visualization to decision makers and internal stakeholders. 

Impact: Higher conversion from MQL to SQL to Opportunity to Close, with previously impossible metrics along each branch.