CRMs are a non-negotiable for any B2B organization.
In fact, many of our clients take advantage of our real-time, bi-directional integration and automated sync with CRMs.
However, trying to run revenue with just a CRM is like owning a smartphone... but failing to have a sufficient charging mechanism. Your phone will work for a bit, but eventually, you’ll need to charge.
It’s and, not or.
You need a CRM AND a Revenue Platform.
Allow us to explain.
The Clari Revenue Platform = 🤩
Generally speaking, CRMs are built as a system of record.
On the other hand, Revenue Platforms are built as a system of insight and execution.
Modern sales teams can’t run a predictable revenue cadence with only a CRM — even with the free bundled features, the paid add-ons, and upgrades. CRMs have never been built with this in mind.
Revenue Platforms take the data in your CRM and make it actionable – allowing you to run revenue with precision.
Here are a few Clari customers who shared why running revenue with a CRM alone was insufficient.
F5 loves the single, unified platform experience of Clari, especially as it relates to its CRM
F5’s sales team was looking to replace its existing CRM and move to Clari to “consolidate, simplify, and accelerate its entire revenue process into one unified platform.”
Before Clari, they had no reliable means to measure what was working and what wasn’t. As a sales leader, nothing is worse than a lack of information and data.
What F5 did find in Clari was a true “Salesforce-native architecture” that didn’t rely on “shadow CRMs” — a platform with more reliable data, less context switching, and high-level security.
Since implementing Clari, F5 loves that any activity capture automatically logs to Salesforce.
Black Swan Data says Groove’s CRM integration is a “game changer.”
Greg Reardon, Director of Growth Operations and Strategy at Black Swan Data, loves how Clari’s Groove product “just sits on top of Salesforce” and isn't creating its own objects.
In his own words: This integration is “a game changer. Night and day for me. It’s removed headaches and hours upon hours of manual cleaning and creating processes to avoid duplication. Groove never creates duplication issues because it just stays in Salesforce ... the data is way more reliable.”
Unity needed a revenue platform to scale as its business grew
Salesforce and spreadsheets.
That’s how Unity ran sales forecasting before Clari.
And, not surprisingly, “Salesforce + spreadsheets” was not the way to scale.
“Before Clari, I was literally flying blind,” shared Laura Palmer, Unity’s Global Vice President of Sales. “I could not walk into my CRO’s office and have a logical conversation about pipeline and forecast,” she said.
Why? Laura’s team members sent her spreadsheets in various formats, depending on region or group. Spreadsheets.
Since implementing Clari, Laura says, “Clari is the place. The only thing I use now is Clari.” She only dips into the CRM if she needs to approve a deal.
Real-time + time savings was the key for Enterprise Bank & Trust
Never leave the inbox.
As Jason Shinn, CIO of Enterprise Bank, shared, “With Clari, our sales teams can access real-time account history and update our CRM without leaving their inboxes. This saves them time while increasing overall effectiveness.”
Seamless Integration
One Clari customer — a multinational company that develops and sells networking hardware, software, and security solutions — noted, "Clari's ability to integrate with our existing CRM prevented data visibility and syncing issues, providing a cohesive solution.”
“Clari offers quick and efficient integration with existing systems, including a bidirectional CRM interface, enabling real-time data synchronization and eliminating manual data entry,” shared another customer.
Collaborators, not competitors
CRMs and Revenue Platforms are complementary tools in an efficient and effective revenue-generating organization.
While CRMs serve as valuable systems of record, Revenue Platforms like Clari transform data into actionable insights and streamlined processes.
Clari's Revenue Platform enhances CRM functionality by offering real-time data synchronization, AI-powered analytics, and automated workflows. This integration empowers sales teams to work more efficiently, from generating personalized emails to creating data-driven close plans. It also provides leaders with comprehensive visibility into the revenue process, enabling better forecasting and decision-making.
By leveraging both CRMs and Revenue Platforms, organizations can address the full spectrum of revenue operations — from data management to strategic execution. This holistic approach improves team productivity and drives predictable, sustainable revenue growth.
Learn how you can scale your business with Clari.