Case Study: Westermo (mission-critical communications manufacturer) achieves more accurate forecasts and improved sales transparency with Membrain

How Membrain Helped Westermo Implement Effective Lead Qualification, Create More Accurate Forecasts and Improve Transparency for Sales leadership

Westermo, the world’s leading manufacturer of mission‑critical data communications systems, faced low‑cost competition, new market opportunities, long and complex sales cycles, and an aging, inconsistent sales process. To modernize sales effectiveness and improve lead qualification, Westermo partnered with Operations in Leadership (OiL) and implemented the Membrain sales‑enablement CRM to document, enforce and reinforce a new, unified sales process.

Using Membrain, Westermo customized the system to emphasize positive sales stories, used Membrain’s story stream in weekly meetings, and added an inside salesperson to handle data quality and lead triage. Membrain enabled immediate assignment and filtering of incoming opportunities, improved transparency into rep activity, and made forecasting more accurate. The changes delivered faster processing of leads, better‑qualified pipelines, clearer visibility of progress, and measurably improved sales forecasts and revenue predictability for Westermo.

Westermo

Jan Hellgren

Head of Sales