Surfe: prospecting and data enrichment in your CRM

How often does your sales team drown in manual tasks, jumping between tabs, platforms and the CRM without gaining any momentum? Manual data entry is one of the most time-consuming tasks, and the one that most undermines CRM adoption. Every time a contact is spotted on LinkedIn, an email is exchanged in Gmail or a company website is visited, there is business information that often never gets recorded.

Surfe solves this by bringing the CRM to where the action happens, instead of forcing the rep to go to the CRM.

What Surfe is

It is a browser extension that acts as a connector between LinkedIn, Gmail and the sites the team uses, and the main CRMs on the market, including HubSpot. It lets you create, view and edit contacts and deals directly in the browser, with data synced in real time to the CRM. Instead of opening the CRM at every interaction, the CRM appears where you already work.

How it works in practice

Overlaying the sites the team uses, Surfe instantly shows CRM information without leaving the browser: active and past deals, team notes, contact data and history.

• On a LinkedIn profile, import the data into the CRM with one click.
• Reading an email in Gmail, see the person's data and update the records.
• On a company website, see the deals and contacts already linked.
• In a contact sheet, sync with the CRM without copy and paste.

The concrete benefits

• Less manual work: no more copy and paste between windows.
• Real-time context: the right information at the right moment.
• Consistent data: the whole team works from the same information, with no duplicates.
• Collaboration: shared notes, templates and contacts.
• No-code personalisation: fields, layouts and templates configurable from the extension.

The real value: CRM adoption

The biggest gain is not the extension itself, it is the effect on adoption. Reps who feel the CRM slows them down are the main reason so many CRMs go unused. With Surfe, the CRM is present without getting in the way, which makes the team far more likely to actually feed it, and that is where all the value of a CRM comes from.

How SmartLinks sees this

As a HubSpot Platinum Solutions Partner, we test the integrations that help clients get more value from the CRM, and Surfe is one of them. As part of the Sales Engine, we implement Surfe together with the CRM: technical validation, configuration, field personalisation, team training and early usage support. The goal is to reduce sales friction, not to add one more loose tool.

If your team still sees the CRM as an obstacle rather than a help, adoption is the problem to solve first. See how in the Diagnosis.