Membrain Joins the Act-On Technology Partner Program to Bring Sales Effectiveness to Marketing Automation

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New Integration Creates Sales & Marketing Alignment in the Complex B2B Sales Cycle

​ ​Membrain, the sales effectiveness software company, today unveiled its integration with ​Act-On Software, the leading provider of adaptive marketing automation for fast-growing businesses. The integration allows Act-On and Membrain partners and customers to provide a best-of-breed approach to marketing and sales effectiveness in complex B2B sales.

In today’s hyper-competitive world, companies are fighting to create the most compelling and relevant content to attract prospect and customers to their websites. Once a lead is created and the baton is handed over from marketing to sales, how a salesperson engages is crucial. Traditional CRM systems do very little to manage this interconnection between sales and marketing and to guide salespeople on the journey to win prospects’ trust and business. This gap is filled by Membrain, which creates an informative and actionable sales process, embodying the best practices and improving sales effectiveness. The integration between Act-On and Membrain ensures that no leads fall between the cracks, and that data flows bi-directionally to maximize sales and marketing alignment.

“We wanted to offer a best-of-breed approach, where our clients’ marketing departments can work both inbound and outbound and offer a smooth handover to their sales teams and back,” said Rune Hodell, Sales Development Expert at Sales Harmony. “Membrain is superior when it comes to executing a sales process and methodology, and when marrying that with Act-On, we get the perfect solution to execute an integrated digital sales and marketing strategy.”

With the Act-On and Membrain integration, users can:

  • Ensure that no leads fall between the cracks
  • Keep data synchronized between systems
  • Improve sales and marketing alignment throughout the customer lifecycle
  • Introduce lead qualification before placing leads into the pipeline

“It’s time to address the long-standing problem: Sales is from Venus and marketing is from Mars. Companies that can agree on the criteria used to determine how leads are passed over to sales while implementing an informative and actionable way for sales to follow up on the qualified leads, will see an increase in conversions and sales effectiveness,” says George Brontén, founder and CEO at Membrain. “This integration marries the best of both worlds and is designed for companies selling business to business solutions in sales cycles longer than a month and with more than one decision maker involved.”

For more information on the Membrain integration for Act-On, please visit: ​

About Act-On Software

Act-On Software is a marketing automation provider responsible for delivering innovation that enables marketers to create Adaptive Journeys™ using customer behaviors, preferences, and data to intelligently guide the engagement strategy. Act-On is the only integrated workspace that powers the customer experience from end-to-end, from brand awareness and demand generation, to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. Act-On is squarely focused on the success of its customers and offers consultant-level quality with everyday customer support. Act-On has been recognized for its superior product and rapid business growth by Deloitte, Forbes, and Inc. Magazine. For more information, visit Act-On Software.

About Membrain

With clients in over 60 countries Membrain is the #1 sales effectiveness platform 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 sales people 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


Act-On Media Contact
​Paige Musto
​Act-On Software, Inc.

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