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Five years ago, we started Tango because we saw too many organizations drowning in under-utilized software—and paying the price with poor process adoption. Since then, millions of users have relied on Tango to effortlessly document internal processes, train end users through guided walkthroughs, and pin additional insights directly into the tools they use every day.
For the thousands of B2B sales teams who use Tango, the majority of those processes, walkthroughs, and insights live in one of their most critical tools: their CRM. Five years and 1.3 million documented CRM workflows later, we’ve learned a lot about some of the biggest CRM challenges sales teams are facing.
CRM workflows are complex. Not to mention these processes require reps to jump to a few different applications outside of the CRM, too.
In turn, sales reps struggle to follow the process. We’ve been able to understand where reps get stuck or whether they complete a workflow altogether (they often don’t).
It makes sense: sales reps are expected to memorize dozens of CRM workflows with dozens (sometimes hundreds) of steps, all while the processes and pipeline rules are constantly changing. But you didn’t hire brilliant sellers to memorize processes or waste time on busywork—you hired them so you could build and scale the most efficient sales organization in the market.
So what are your reps doing instead of becoming an expert on your customers, product, and competitors? They’re spending less than 30% of their time selling… because they’re too busy fighting your CRM.
The CRM conundrum
In theory, your CRM should be the key to turning your company’s big-picture sales strategy into day-to-day operation. But the reality? It’s really difficult to fully translate every nuance of your sales process into your CRM.
And when your CRM isn’t set up to match your sales process, your reps sacrifice precision for convenience—and end up entering incomplete or incorrect data that doesn’t follow your pipeline rules. Then you get stuck in a vicious cycle of cleaning up messy data and answering yet another “quick” question or support ticket.
So maybe you turn to (yet another) AI sales tool that promises to eliminate manual tasks and perfect your data hygiene so your sales reps can spend more time selling. But like many of today’s AI sales tools, it can feel like a black box—there’s no insight to how the AI actually works to arrive at the output—and reps just don’t adopt it.
Now you’re left with a tech stack that’s even more bloated than it already was, and your business is still suffering the consequences: critical customer data and deal milestones get missed, unqualified deals sneak through the pipeline, and good revenue falls through the cracks.
If you’re the head of sales or revenue operations, I’d venture to guess that’s not the job you signed up for—especially when you thought you’d be partnering with your CRO to scale your selling system, solving strategic challenges, and building a sustainable revenue engine.
So how do you actually get your sales reps to follow your CRM processes, enter the right data every time, and stay on top of all the manual tasks?
You don’t. You bring in a CRM admin to do the heavy lifting for them—and don’t worry, it’s not a new hire you’ll have to onboard. It’s Tango.
Meet your new CRM admin
At its core, Tango is still the product our customers know and love—with its world-class UX design and powerful click-to-create AI technology that automatically captures processes. This next evolution combines our foundational capabilities with the best features of revenue intelligence tools. The result? An AI browser agent that automates CRM tasks and eliminates 90% of sales busywork by doing it for you. That includes:
- Copying data from call transcripts, emails and apps to specific CRM property fields.
- Creating leads and progressing opportunities according to custom pipeline rules.
- Closing out deals and writing data to billing and project management systems.
While AI sales tools can automate tasks and generate critical insights, they’re still rigid point solutions with brittle API integrations. Not to mention they’re another application interface that reps need to learn, pull reports from, and add to the stack of tools they already need to use on a daily basis.
But Tango offers a better way for sales teams to work—with the versatility that enables them to move (and close more deals) faster, without sacrificing precision. As a browser agent, Tango can stitch together workflows across multiple apps, automate them, and provide insights, all within the CRM and tools your team already uses.
And that’s the best part: sales and revenue operations teams don’t need to prompt a chatbot, get specialized training, or have technical skills to turn the magic of your unique sales process into action.
With Tango, you get the revenue intelligence, digital adoption, and CRM hygiene features your business needs, all in one solution—and without any of the complex code, complicated flow builders, or API integrations that AI sales tools require.
Here’s how it works:
Show Tango your workflows by clicking through them yourself and highlighting the data you need. Tango instantly digests and automates that process so it can pre-fill fields for your reps moving forward.
Tell Tango your custom pipeline rules in plain English so it can guide reps in real time to fix errors and provide the correct information. That includes your specific criteria and guardrails for converting leads to opportunities and moving an opportunity from one stage to the next.
Say your team requires CFO-level approval for deals over $500,000. A generic large language model (LLM) won’t necessarily know that, so it’ll end up letting unqualified deals progress through the pipeline. But with Tango, you can define those rules from the start so it alerts reps about errors—and how to fix them—as soon as they happen, keeping your CRM data clean and your forecasting accurate.
What’s more, Tango can capture the specific nuances of your business that a CRM’s standard objects can’t. If your customer’s a car dealership, for example, Tango can analyze an email or a call and not only update your opportunity, account, and contact—but it can also update the vehicle record and its associated fields. That’s your custom sales process in action.
At the end of the day, though, your reps still have the final call. Even if Tango has pre-populated the right fields, it’ll always remind them to double check data entry and important decisions before anything is saved.
And now your CRM can finally be what it’s meant to be: the single source of truth your entire business runs on.
Build a more powerful sales organization with Tango
Tango started as a product built to automate the tedious task of documentation, and I can confidently say we’ve accomplished that. Now, it’s evolving into something even more powerful: a product that doesn’t just help you get more value out of your CRM for way less work (and way fewer headaches), but a product that makes your CRM and sales process work for you and your unique business.
With Tango as your CRM admin, you can now:
- Defer non-selling headcount by enabling your operations team to control your CRM without technical admins, developers, or external consultants.
- Increase pipeline quality by filtering out bad deals earlier and increasing the effectiveness of predictive AI forecasting tools.
- Speed up sales cycle time by resolving CRM errors in real time, automating standard deal desk approvals, and reducing support tickets.
- Cut hours of non-selling time every week by removing CRM and process training sessions and eliminating manual tasks and data entry.
And you finally get to shift your focus back to scaling your selling system, solving strategic challenges, and powering your revenue engine—while your reps spend less time clicking and more time closing. The jobs you all signed up for.
