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Howard and KanwarSales professionals rely on phone calls for making connections, following up on leads, and closing deals. RingDNA released a voice communications platform today that provides sales reps with relevant, contextual data when they need it to make the most of their sales calls. The company also announced raising a $1.9 million seed round.

This iPhone app integrates with Salesforce, Twilio, LinkedIn, Twitter, Facebook, and company news feeds. When a call comes in, RingDNA delivers CRM data, social media activity, and behavioral marketing information to eliminate “blind spots” and give reps “actionable business opportunities” in real time.

RingDNA-iphone-current-call“Sales reps spend most of their day making and taking calls, but existing mobile CRM apps do little to improve those conversations,” said CEO Howard Brown in an interview. “We don’t see anyone addressing the fact that phone calls and surrounding data are the center of a sales reps’ world. Reps want to know as much as they can about their prospects. Our app focuses on helping enterprise sales reps close more deals by delivering sales intelligence data before, during and after any call.”

RingDNA is not the only startup addressing the demand for data in today’s business environment. Base and provide comparable products, but Brown said they require switching to a new CRM while RingDNA integrates with existing ones. There are also other products that focus on email, and RingDNA’s approach is “intelligent telephony,” which focuses on the phone as the hub of activity.

Brown previously founded a marketing consultancy called DemandResults and observed the challenges his clients had integrating call metrics from marketing, sales, and service centers into their workflow. Furthermore, he said over 40 percent of sales reps fail to hit their quotas each year. He wanted to build a way to get the right call data to the right person at the right time and improve sales performance as a result.

RingDNA presents users with contacts’ past account history, previous communications, and social data as well as activities from Salesforce. The calls are automatically logged and recorded and the resulting data collected. Executives and marketers can access performance metrics through a dashboard and track what percentage if revenue is closed over the phone, how many inbound calls became leads, and call volume by campaign, channel, or region.

The app was first released to beta testers in August. RingDNA raised $1.9 million from angel investors including people from Salesforce, DropBox, CloudConnect, LeaseStar, Appirio, and Propertyware. Customers include Optimizely, Appirio, and Lease Advisors.

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