Brisk Announces Google Apps Integration

Brisk, a provider of sales solutions to Salesforce.com users, today announced integration with Google apps—an expansion that will give salespeople access to the contacts stored in their Gmail accounts.

Brisk aims to reduce the heavy lifting involved in the sales process by giving reps step-by-step guidance for actualizing their strongest leads. The system, which can be accessed in the form of a pop-up window in the bottom corner of any Web page, continually generates suggestions as to what actions should be taken in a sales-related conversation. It scans the data stored in a CRM system, as well as in sales tools like Totango, Pardot, Marketo, and LinkedIn's Sales Navigator, to determine which accounts are high priority and which can be put on the back burner.  For instance, it will notify a rep when a lead hasn't responded to an email; when to call a prospect or invite him to a webinar; or when to abandon a lead altogether.

The previous version of Brisk didn't interact with Gmail, which created a gap for the numerous salespeople who conduct conversations with leads over Gmail, notes Hampus Jakobsson, cofounder and CEO of Brisk. Many people don't carry business cards anymore, and their second interactions are often via email, Jakobsson notes, so it's important that reps remember to follow up on emails.

According to Jakobsson, one of Brisk's added benefits is the focus it puts on improving individual sales rep performance. Managers are often not able to set aside time to help reps figure out priorities—and then end up letting them go for failing to tend to the highest order of business. "Brisk was founded in 2012 with the goal of helping salespeople be data driven," Jakobsson says—and that means giving salespeople the tools to help them with the copious amounts of data attached to each account, which allows them to focus instead on the "human" aspects of selling (e.g., connecting with customers).

And Brisk's offerings differ from those of competitors, Jakobsson says, in that they include an element of security: The company doesn't store user data. Jakobbson notes that this is a particular concern of firms dealing with sensitive information.

The Basic edition of Brisk is available for free for Salesforce users; Brisk Enterprise, which can be customized to a company's specific needs, is available for $29 per month per user.

Though Brisk is currently available only for Salesforce, Jakobsson says that versions of the tool for other CRM systems are in development.

Brisk will also soon be offering an upgrade to its Enterprise version that will include a baked-in "playbook," which lets users set up their systems based on a variety of factors, including the company's industry, region, size, and the tools it already uses. 

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