Digital Selling: Sales Enablement is the Icing on Your SugarCRM Cake

By Hans Brieden | April 21, 2021

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When you think of life’s perfect combinations, what comes to mind? You may think of the undeniable taste of peanut butter and chocolate, or the unstoppable duo of sand and sunshine. But in the context of today’s remote selling world, what is that perfect combination of tools that drive business growth? 

Sellers Must Make Changes

B2B selling is hard, digital selling is even harder. As more companies adopt permanent digital or hybrid remote work policies, sales organizations are forced to find creative new ways to gain prospects and nurture existing customers. And today, many companies struggle to engage remote buyers with the personalized, relevant, and timely content required to drive deals forward.

The Benefits of CRM

More than 91% of companies use some form of CRM to store and manage customer data, with 65% of companies implementing a CRM solution in their first five years of business. 

Adopting a CRM system enables sellers to capture important customer data and insights that can help them inform future sales interactions and create more targeted follow-up communications. Using a CRM system will boost productivity among reps and: 

While CRM provides the foundation for improved selling initiatives, it won’t necessarily reduce the amount of time sellers spend on administrative tasks including data entry or meeting preparation


CRM Adoption Remains a Challenge

Despite the many recognized benefits, some lingering limitations hinder CRM adoption:

According to research conducted by Aberdeen, more than 17% of seller time is spent looking for information rather than on productive sales activities. Sellers are always on the hunt for content relevant to their customers, whether it be perfectly tailored industry-specific content, product information, or what to present in an early stage deal. If they’re unable to find this relevant sales content or are spending too much time searching, they run the risk of losing their customer’s attention or engagement.

Fortunately, there is a way to get more out of your CRM system and ensure you’re empowering your sellers with the data, tools, and customized content they need to drive business.

How AI-recommendations Work

Have you ever streamed music on Spotify? After x-amount of time, you will notice that your ‘Discover Weekly’ page magically fits your taste, or perhaps that new ‘Daily Mix’ playlist saves you from spending time creating something all on your own. That’s because Spotify’s algorithm looks at the duration of the time you’ve spent on a song, artist, or genre, and uses the data to inform their recommendations. The longer you spend in the app, the better their suggestions get. The Mediafly and SugarCRM integration works similarly.

AI-driven CRM and Content Management: The Perfect Combination

The dynamic combination uses machine learning and AI-driven recommendations to enable sellers to better react to customer needs, and tailor presentations and content sets in real-time. Additionally, Mediafly streamlines the sales experience by automating data flow into SugarCRM and providing a central hub for content within the CRM. Other key ingredients include:


“The combination of Mediafly and SugarCRM suggests content to the salesperson for their next customer interaction and even logs the meeting automatically, saving the sales rep time and providing a ‘low touch’ experience for the end-user that helps drive adoption,” said Tony Kavadas, EVP of Global Sales and Alliances at Mediafly.

Especially in today’s remote selling environment, the perfect combination of SugarCRM and Mediafly empowers sales organizations to efficiently and effectively execute deals and provides a standout buyer experience. The beautiful cake that is CRM is incomplete without the icing of sales enablement. By incorporating content management into the mix, your customers can be assured that they will receive what they ordered from your digital selling menu.

Hans Brieden is the PR & Content Marketing Coordinator at Mediafly. He is responsible for developing content that is engaging and informative to drive traffic and support lead generation. Additionally, he manages Mediafly’s public relations initiatives. Hans attended Grand Valley State University and graduated with a Bachelor’s Degree in Advertising & Public Relations.

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