Specialization vs. Diversification in CRM

How is Close doing so well in the CRM space against such big competitors? The answer: focus. Instead of chasing enterprise clients or trying to build a CRM that does everything from web hosting to calendaring, Steli Efti focused on sales teams at small and mid-sized businesses. And he built a product with a tight set of features focused on more client conversations and less data entry.

Steli Efti is the co-founder and CEO of Close, a CRM platform designed to eliminate manual data entry and make sales more human and efficient. Before launching Close, he co-founded Elastic Sales (a sales-as-a-service agency) and SwipeGood (a charitable micro-donation startup)

Fun fact—he once said he spent six years following up twice a year to finally buy the domain close.com.

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