Case Study: Marlin Technologies achieves 100% sales rep adoption and manages 24-month sales cycles with Spiro

How Marlin Technologies Killed a 600-Pound Gorilla and Got Back to Selling

Marlin Technologies, a manufacturing company specializing in electronic controls, was struggling with Salesforce as a rigid “600-pound gorilla” that didn’t fit its sales process. The team needed a simpler, more flexible system to manage long, complex sales cycles, reduce manual data entry, and provide real-time visibility without requiring a dedicated CRM administrator.

Spiro provided an AI-powered anti-CRM tailored to Marlin Technologies’ workflow, including automated contact creation, a customized seven-step sales funnel, voice-activated note capture, and proactive dashboard alerts. The result was 100% sales rep adoption with zero pushback, better visibility across sales and operations, and strong support for managing 24-month sales cycles while helping the team stay focused on selling more stuff.

Marlin Technologies

Lloyd Brown

Director of Sales & Marketing