The problem

Feras Abdel, Senior Director of Revenue Operations at MaintainX, had seen the breakdown coming. The company was building on it’s PLG and SMB sales success and expanding to enterprise and outbound sales. As the team grew, so did the problems: inconsistent CRM updates, missing MEDDPICC fields, and way too much manual work slowing sellers down.

Feras put it plainly: “Our biggest challenges were forecast accuracy, pipeline generation, and CRM hygiene. We were scaling fast, but the systems couldn’t keep up. We couldn’t keep chasing reps. We needed a system that gave leadership trust and visibility and helped our reps actually sell.”

Some sellers experimented with ChatGPT to summarize calls and update Salesforce fields. It was a step in the right direction, but still required manual effort with inconsistent results.
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Michelle Fondren, RevOps Manager, added: “Some sellers tried copying and pasting call transcripts into ChatGPT, then copying the summaries back into Salesforce—but even though they were incorporating AI, it was still manual, required too many steps, and pulled sellers outside of their workflow. With Scratchpad, AI is already in the flow of selling. And honestly, the outputs are better than ChatGPT because we have more control over the prompts.”

The solution

The team knew they had to embrace AI, but didn’t want to add another tool to the tech stack that wouldn’t be adopted by the frontline. That’s when one of their top performers on the Enterprise sales team suggested using Scratchpad.

After learning more, they decided to launch a pilot program with the Enterprise team. The reps helped create and tune AI prompts in Scratchpad and quickly proved the value. Their feedback created interest and fast adoption across the sales org.

“We started with a pilot of trusted sellers,” said Michelle. “Their feedback helped us shape prompts to our needs, and their buy-in made adoption across the rest of the team really take off.”

Salesforce updates now happen in the background. Scratchpad now fills in fields like next steps, objections, and MEDDPICC from calls. Sellers can review and approve any field updates before anything is saved to CRM. That means cleaner data the business and sellers trust, faster sales execution, and very little admin work. Feras explained,

“CRM is no longer the system where sellers work. It’s where data is stored. Sales execution is happening elsewhere and that’s precisely where Scratchpad fits in as the layer where sellers actually work, and where AI brings our process, data, and sales workflows to life.”

What Scratchpad powers at MaintainX

• AI CRM Updates: After every call, Scratchpad drafts MEDDPICC fields, next steps, closed-lost reasons, and more. Sellers review, edit, and approve while staying in control.
• Deal Agent: Ask AI for follow-ups, executive summaries, or leadership insights in seconds — all grounded in CRM, call, and email data.
• Prompt Builder: MaintainX built and manage custom GPTs and prompts in Scratchpad to match their process and drive sharper execution. RevOps controls logic, testing, and rollout. Fast iterations, no roadblocks, adoption in hours.
• AI Workspace:  Sellers update Salesforce, clean hygiene, create sales artifacts, and analyze their deals all from the workspace they already use. No switching tabs. No excuses. Just faster execution.

What changed

MaintainX didn’t just clean up Salesforce. Scratchpad became the execution layer, with AI handling admin, reinforcing process, and keeping every rep in rhythm. “Scratchpad is now built into how we run deals,” said Feras. “We see adoption without chasing people or running audits. It helped us reinforce process and clean up CRM without adding more work.”

• 70% to over 90% increase in CRM hygiene and MEDDPICC adoption
• Real-time visibility into process adherence and deal execution
• Trusted Salesforce data for forecasting
• More selling capacity for sales reps

Advice for other sales teams

“Sales already looks different than it did a year ago and it’ll look even more different a year from now. This is not the time to be resistant to new technologies. There’s a generational shift happening with AI, and Scratchpad is built for where sales is going.”

Feras Abdel
Senior Director of RevOps

“Start with a pilot. Let reps see the value for themselves. Don’t wait for perfect prompts. Just start. Iterate with feedback. That’s how Scratchpad helped us reinforce process and clean up CRM without adding more work.”

Michelle Fondren
RevOps Manager