Atrium Raises $13.5 Million to Improve Sales Team Visibility

Data-Driven Sales Management with Atrium

The market is replete with tools designed for data-driven sales management. Atrium, a San Francisco-based company established five years ago and co-founded by Pete Kazanjy, asserts its superior capability in empowering sales managers to enhance team performance.

This is achieved by delivering easily understood, real-time insights into individual and team performance. Managers can quickly identify top performers, those on track to meet objectives, and individuals experiencing setbacks, along with the specific areas needing improvement.

Securing Investment for Growth

Atrium’s potential has resonated with investors. Despite acknowledging that an initial software iteration “did not reach its full potential,” the company’s current product suite has attracted $13.5 million in seed funding from Bonfire Ventures, Bullpen Capital, CRV, and First Round Capital.

This investment will facilitate more extensive organizational reach, catering to both large enterprises and smaller businesses. Currently, Atrium serves approximately 100 companies, including notable clients like SalesLoft, Clearbit, and SaasOptics.

Core Functionality: KPI Monitoring

Atrium’s core offering centers on the continuous tracking of crucial key performance indicators (KPIs). These include metrics such as bookings, average selling prices, the frequency of customer interactions, and deal cycle durations.

The platform aims to provide managers with a transparent view of their teams, enabling them to proactively address performance deviations – both positive and negative – and reinforce beneficial behaviors.

Automated Root-Cause Analysis

Beyond simple monitoring, Atrium incorporates automated root-cause analytics through anomaly detection. Additional filtering options help pinpoint the reasons behind performance fluctuations.

For example, identifying the behaviors driving exceptional success allows other team members to emulate those strategies and improve their own results.

Pricing and Delivery

The cost of utilizing Atrium’s monitoring capabilities is $5,000 annually for smaller organizations, with pricing increasing for larger clients.

Insights are delivered directly to managers via their preferred communication channels – email and Slack – alongside a dedicated web application.

The Impact of Remote Work

The demand for tools like Atrium has surged in response to the widespread shift to remote workforces triggered by the pandemic. Managers have lost the ability to intuitively gauge team performance through direct observation.

As Kazanjy explains, the reliance on data-driven sales management has been accelerated by the inability to “read the room” in a traditional office setting.

Internal Adoption and Founder’s Background

Atrium itself utilizes its own software, reflecting a commitment to its efficacy. While the team is primarily located in San Francisco, a more distributed workforce post-COVID-19 has necessitated the adoption of data-driven insights.

Pete Kazanjy previously co-founded TalentBin, a talent search engine acquired by Monster in 2014. This experience provided valuable insights into the challenges of sales and recruitment.

Founding Sales and Lessons Learned

Kazanjy is also the author of “Founding Sales,” a handbook focused on early-stage go-to-market strategies.

His background initially centered on product management and marketing, but he transitioned into sales out of necessity when launching TalentBin, becoming the company’s first sales representative and manager.

This hands-on experience informed his understanding of modern, data-driven sales management, leading him to document his learnings and offer guidance to others, aiming to help them avoid common pitfalls and achieve success.