The challenge: manual CRM work was stealing time from selling

What had once been a straightforward SaaS motion now required far more detail. Selling into hardware organizations meant capturing significantly more technical information early in the process — chip architectures, chipset numbers, device specifications, and integration requirements. This data was critical for determining whether a deal was even viable, but it didn’t fit cleanly into existing Salesforce fields or the team’s MEDDPICC structure.

‍Pipeline quality suffered and the issue was the time and effort required for reps to capture the intense amount of long-form technical data each opportunity needed. Critical details were often incomplete or buried in notes, leaving leadership without the context they needed for forecasting or deal inspection. Reps were spending hours in Salesforce each week just to keep deals current.

“We used to run a very classic SaaS process. Now that we sell hardware and software together, the amount of data we have to capture is massive — chip architectures, integrations, device specs. It’s not just ‘Who’s the decision-maker?’ anymore; it’s ‘Is there even a technical fit worth pursuing?"

Oliver Levin, Revenue Operations, Memfault

By the time RevOps took a closer look, CRM work had become a drag on productivity — and a blocker to scale.

Keeping Salesforce up to date had become a tax on every seller’s time. Reps were entering technical data manually, maintaining long-form MEDDPICC notes, and struggling to capture the level of hardware detail their new sales motion required. The result: inconsistent data, unhealthy pipeline, and slow execution.

“Even when we tried to automate through Gong or ChatGPT, it was still a copy-paste game. It wasn’t in the flow of work.”

Oliver Levin, Revenue Operations, Memfault

Key pain points before Scratchpad

• Manual, time-consuming updates. Reps were entering dozens of fields after every call just to keep Salesforce current.
• Too much data, not enough structure. Selling both hardware and software meant tracking chipsets, device specs, and integrations that didn’t fit standard CRM fields.
• Poor deal qualification. Opportunities entered the pipeline without complete technical data, creating deals that couldn’t close and unreliable forecasts.
• Low visibility for leadership. Deal sheets lacked the context needed for inspection and coaching, forcing reviews to focus on hygiene instead of strategy.

What Scratchpad powers for Memfault

Memfault needed a faster more intuitive interface to Salesforce and a workspace that actually did the admin work for sellers — automating CRM updates, capturing MEDDPICC data, and surfacing insights automatically.‍

• Unified workspace. Notes, CRM updates, and deal inspection now live in one place — no tab switching or copy-pasting.
• AI CRM updates. Scratchpad analyzes notes and context from sales calls, summarizes next steps, objections, and MEDDPICC fields, then drafts Salesforce updates for sellers to review.
• AI backfill. RevOps used Scratchpad to analyze past calls and notes, filling missing data across older opportunities and instantly improving CRM completeness.
• Custom AI prompts. Memfault built prompts so Scratchpad identifies the specific products and technical details mentioned during customer conversations, capturing the information sellers need directly from call transcripts.
• Hygiene boards and Slack digests. Every Monday, AEs get a Slack message showing stale close dates, missing next steps, and incomplete fields, allowing them to clean up pipeline before their team meeting.

Within weeks, the impact was clear. Admin time dropped, data quality improved, and pipeline reviews felt strategic.

“We’ve seen more faithful, accurate entries from AI than I’ve ever seen from humans, and I say that as a former seller.”

Oliver Levin, Revenue Operations, Memfault

After Scratchpad: from admin burden to execution engine

Scratchpad reduced the manual work that slowed the team down and made it easier to keep deals inspection-ready.

AI now suggests updates automatically capturing details from Gong calls and notes. Sellers can review and accept those suggestions in minutes. What used to take hours of manual entry now happens quickly and with far less effort.

The RevOps team pushed it further by building their own prompts to extract technical insights. Those AI prompts turned long-form call notes into structured Salesforce fields — creating a richer, more complete view of every deal.

“We set up Scratchpad AI prompts to recognize which product lines were discussed and relevant during customer calls. Now our deal sheets consistently capture the technical details our team needs.” The new process gave leadership unprecedented visibility. Pipeline reviews that once centered on missing data now focus on execution and strategy.

“Pipeline reviews used to be about missing data. Now they’re about how to win the deal. That’s the shift AI gave us.”

Oliver Levin, Revenue Operations, Memfault

RevOps now uses Scratchpad’s hygiene reports to surface risks and guide coaching, instead of enforcing process. And adoption was immediate — sellers were productive on day one.

“We’re in a good spot now. The AI suggests inputs on our deal sheet, pulls context from calls, backfills missing data, and the hygiene boards with our weekly cadence keep everything current. It’s working really well.”

Oliver Levin, Revenue Operations, Memfault

Results

• Less admin, more selling. Sellers reclaimed hours previously spent on manual Salesforce updates.
• Cleaner, more complete data. MEDDPICC and technical fields are consistently accurate and complete.
• Sharper execution. Pipeline reviews now center on strategy and coaching, not hygiene.
• Full visibility. Leadership can see deal context, next steps, and blockers — all in one place.
• Instant adoption. The team was productive in Scratchpad from day one.

Advice for other sales teams

“The ROI of time spent on note-taking just isn’t worth it. Scratchpad drastically reduces the time sellers aren’t winning deals and gives them that time back to focus on customers.”

Oliver Levin, Revenue Operations, Memfault