Case Study: GLC Minerals achieves a standardized, scalable sales process and improved forecasting with Membrain

How GLC Minerals Learned to Compete in a New Environment

GLC Minerals, a 5th‑generation family business selling pure calcium carbonate, needed to move from referral-driven selling to a repeatable, proactive sales approach. Under Wes Garner and Holly Bellmund they worked with Mike Carroll of Intelligent Conversations to adopt Baseline Selling and address messy CRM data, inconsistent messaging across reps, multiple customer segments, and initial salesperson resistance—Carroll recommended the Membrain sales enablement CRM to support the change.

Membrain was used to build the Baseline Selling process into the CRM, handle data migration during onboarding, and provide a customizable, mobile-friendly platform that made training “sticky” and workflows easier to follow. As a result, Membrain helped GLC Minerals standardize sales processes by segment, increase adoption across the team, and deliver more granular, actionable forecasting and budgeting—giving leadership clearer visibility into not just where they are in the budget, but why and what to do next.

GLC Minerals

Holly Bellmund

President & Chief Operating Officer