Newcastle-Upon Tyne, U.K. and Stockholm – May 16, 2019 –  Membrain, the Sales Enablement CRM company, and, the UK-based Sales Conversations Intelligence company, have partnered up to improve sales coaching for B2B sales teams.

The new partnership focuses on helping sales managers to improve coaching by combining the capabilities of the two software-as-a-service platforms. In sales, the words used, phrases chosen, questions asked all impact on success. To make sales coaching easier, and to amplify the benefits, analyzes call recordings and highlights the decisive and defining moments of conversations and surfaces coachable insight. The best conversations are then embedded inside of Membrain’s playbooks, showcasing what excellent performance sounds like at a specific step or milestone in the sales process.

“When so much is dependent on the performance of your salespeople, you can’t rely on talent alone. You need to capture, analyze and coach the interactions where revenue is won and lost. And you need a sales process with embedded training, coaching, content, and terminology. This is what the Membrain and Refract combination provides, and of course, we use it for our own sales team,” says Kevin Beales, CEO, and co-founder at Refract Software.

Membrain can be used as a replacement of traditional CRM, or as a complement to an existing CRM. Refract integrates with most dialers, call recording systems and video conferencing platforms.

“Success in B2B is about how we sell, and coaching needs to be a focus activity for all frontline sales managers. Refract’s offering makes call coaching easier and their coaching challenges system is brilliant,” says George Brontén, president of Membrain. “The fact that they work closely with sales consultants aligns with our belief that sales teams need more than just technology.”

About is Europe’s leading Sales Conversations Intelligence company with an impressive global client list, ranging from small startups with a few salespeople to large corporations with 1000s of salespeople. All customers have one thing in common: being passionate about improving sales conversations. analyzes call recordings and highlights the decisive and defining moments of conversations and surfaces coachable insight to make sales coaching easier, and amplifying the benefits. To learn more, visit

About Membrain

With clients in over 80 countries, Membrain is the #1 Sales Enablement CRM for teams working with complex sales. Membrain makes it easy for sales teams to execute their sales strategy to achieve consistent sales performance. The software provides sales professionals with continuous guidance through the entire sales process, while enabling sales leaders to coach their team to a higher level of performance. Continually optimize your sales execution and elevate your salespeople to become a competitive advantage. Membrain has won multiple awards, including the Top Sales Awards and is ranked as a Top Performer by G2Crowd. For more information, visit Chat with us on Twitter and follow us on LinkedIn. Feel free to sign up for our award-winning blog The Art & Science of Complex Sales.