CRMs

Introduction

Integrating your organization’s CRM is critical for Brevian to function. This connection allows Brevian to sync your accounts, opportunities, and contacts so it can learn your customers and understand your sales process.

CRM integration allows Brevian to combine deal context with meeting intelligence, which helps sales teams to:

  • Capture qualification insights directly from conversations
  • Maintain structured MEDDPICC data across opportunities
  • Keep CRM records aligned with customer discussions
  • Reduce manual data entry after meetings

By linking meeting intelligence with CRM data, Brevian helps ensure that opportunity records reflect the most relevant information gathered throughout the sales process.

NOTE: To view step-by-step instructions for integrating CRMs, see the instructional guide for Integrations.

What CRMs does Brevian support?

Currently, Brevian supports CRM integration with Salesforce and HubSpot.

At a high level, what data flows in and out of Brevian?

Brevian imports the following data points from the CRM:

  • Accounts / companies
  • Opportunities / deals
  • Contacts
  • Deal activities
  • CRM pipelines

This data is used to associate meetings with the correct records and provide context for analysis.

Brevian exports the following data points to the CRM:

  • MEDDPICC insights extracted from meetings
  • Summarized MEDDPICC data at the opportunity level
  • Summaries from each meeting
  • Activities, such as action items

These updates allow CRM records to reflect insights gathered from many customer conversations.

How does Brevian handle MEDDPICC insights?

Brevian captures and presents MEDDPICC insights at two different levels:

  • Meeting-level MEDDPICC
    • Extracted automatically from each individual meeting
    • Represents insights specific to that single conversation
    • Timestamped and tied only to that meeting
    • Insights are accessible from the Meetings page
  • Opportunity-level MEDDPICC
    • Represents a consolidated view across all meetings associated with an opportunity
    • Combines insights gathered over time into a single dataset
    • Insights are accessible from the Deals page

In short, meeting-level MEDDPICC offers raw, time-specific insights, whereas the opportunity-level MEDDPICC offers a more holistic, cumulative understanding of the opportunity.

What triggers a CRM update?

Brevian automatically updates CRM records after every meeting. Additionally, CRM updates follow a controlled workflow that ensures sales teams can review and confirm updates before they are pushed from Brevian over to the CRM.

Review the following workflow to understand how a CRM update takes place:

  1. A meeting is analyzed
    • When a meeting is recorded and processed, Brevian extracts MEDDPICC insights from the transcript.
    • These insights are stored at the meeting level.
    • If the meeting is associated with an opportunity, the insights will contribute to that opportunity’s dataset.
  2. Insights accumulate across meetings
    • As more meetings take place, Brevian continues to extract MEDDPICC insights.
    • Each meeting contributes additional context, which builds toward a more complete opportunity-level view.
  3. A consolidated MEDDPICC summary is generated
    • When viewing an opportunity in the Deals page, Brevian presents a consolidated MEDDPICC dataset based on all associated meetings.
  4. User selects “Push to CRM”
    • The user can review and edit the content.
    • A CRM update only occurs when the user explicitly confirms the action by selecting Push to CRM in the Brevian app.
    • Brevian sends the consolidated MEDDPICC fields to the CRM opportunity record.

What information does Brevian import from Salesforce?

When Salesforce is connected, Brevian imports the following data, which is used to associate meetings with Salesforce records:

  • Accounts: An account represents an organization involved in a deal, which helps Brevian identify the organization associated with meeting participants.
  • Opportunities: An opportunity represents active deals, which helps Brevian associate meetings and insights with the correct deal.
  • Contacts: A contact represents an individual involved in the sales process, which helps Brevian to understand the buying committee.

How does Brevian handle MEDDPICC insights for Salesforce?

When Brevian and Salesforce are connected, Brevian captures and organizes sales insights using the MEDDPICC framework and writes those insights to fields on the Opportunity object.

By default, the following fields are used:

MEDDPICC componentSalesforce field
MetricsMetrics__c
Economic BuyerEconomic_Buyer__c
Decision CriteriaDecision_Criteria__c
Decision ProcessDecision_Process__c
Paper ProcessPaper_Process__c
Identify PainIdentify_Pain__c
Implication of PainImplication_of_Pain__c
ChampionChampion__c
CompetitionCompetition__c

NOTE: Brevian supports mapping MEDDPICC components to custom CRM fields. This allows organizations to align Brevian’s data model with their existing Salesforce schema.

What information does Brevian import from HubSpot?

When HubSpot is connected, Brevian imports the following data, which is used to associate meetings with HubSpot records:

  • Companies: A company represents an organization in HubSpot, which helps Brevian identify which company a meeting belongs to.
  • Deals: A deal represents an opportunity in HubSpot, which helps Brevian to associate meetings and insights with the correct deal record.
  • Contacts: A contact represents an individual participating in the buying process, which helps Brevian to identify the stakeholders involved in a deal.

How does Brevian handle MEDDPICC insights for HubSpot?

Because HubSpot configurations vary between organizations, MEDDPICC components are mapped to deal properties based on the organization’s setup. This workflow allows teams to:

  • Store MEDDPICC insights in existing HubSpot fields
  • Map MEDDPICC components to custom deal properties
  • Align Brevian-generated insights with their current pipeline structure

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