Atrium Announces New Automated Insights Engine to Accelerate Adoption of Data-Driven Sales Management


SAN FRANCISCO, January 26, 2022 /PRNewswire/ — Atrium, the proactive, data-driven sales management platform that empowers sales managers to use metrics to improve team performance, today announced the launch of its Automated Insights Engine, a new feature that continuously analyzes sales rep performance, highlights the underlying root causes from hundreds of KPIs, and suggests recommendations on what to do next. Atrium too announced today that he raised $20 million in a Series A funding led by Craft Ventures.

Sales managers are under more pressure than ever to deliver results. Unfortunately, most sales managers lack the tools to measure, manage, and improve their team’s performance. Unless they have an army of analysts on staff, managers are forced to interpret impenetrable walls of charts – be they business intelligence dashboards or CRM – and pull a sense of mosaic after mosaic of wavy graphics. All of this tells them nothing but whether or not a rep is on track to meet their exit goals. Sales managers have to figure out the underlying reasons for the underperformance and what to do about it.

Atrium’s new Automated Insights Engine continuously searches for patterns across hundreds of rep and team metrics to detect what’s working and what’s not working in the following areas:

  1. Quality of execution (e.g. is the representative moving trades efficiently)
  2. Execution quantity (e.g., does the rep get enough sticks with customers to do their number), and
  3. Execution tempo (e.g. does the rep always get stuck in certain parts of the deal cycle)

It then suggests the next best action for the manager based on this analysis, whether it’s coaching the rep on a specific issue, spreading a sales move innovation to other team members, publicly congratulate, etc.

“Getting to the heart of what drives rep bookings and pipeline generation performance can be a daunting task for sales managers,” said Jason Heidema, CEO and co-founder of Atrium. “Traditionally, they had to trust their instincts or observe trends from impenetrable walls of charts. Our new automated insights engine automatically highlights the root causes of a rep’s outperformance or underperformance so that a leader truly understands what works and what doesn’t within their team and can act on it.”

“Atrium takes the guesswork out of determining why my team is performing,” said David Sing, vice president of sales at Intellimize. “Atrium quickly highlights potential issues with conversions and gives me and my managers a clear picture of who needs help and what they need help with. It also highlights behaviors of our star reps, so we can replicate them across the team.”

The Automated Insights Engine is immediately available to all Atrium Data-Driven Sales Management platform customers. The module includes the following elements:

  • Continuous monitoring and analysis Hundreds of rep and team metrics to uncover patterns and detect anomalies in quality, quantity, and pace of execution
  • Strategic Analysis Console provides a single view of performance anomalies and behaviors of a rep or team that need attention
  • Information Alerts Proactively notify managers (via email and Slack) when the engine identifies new anomalies and behaviors requiring attention
  • Recommended actions suggest next steps to managers to address root cause of over/under performance

To learn more, join Atrium next webinar on data-driven sales management or visit the Atrium website, To apply for any of Atrium’s open positions, visit

About Atrium
Atrium provides a data-driven sales management platform that empowers sales managers to improve team performance. Sales teams from over 200 companies such as Figma, Zuora, SalesLoft, LaunchDarkly, SaasOptics, etc. use the Atrium platform’s dashboards, goals, insights, and alerts to achieve their productivity and revenue goals. The company is based in San Francisco and lifted $33 million in funding to date from major venture capitalists including Craft Ventures, Bonfire Ventures, Bullpen Capital, Charles River Ventures and First Round Capital. To learn more, visit


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