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CXAlliance Management (CXAM) provides technology & systems solutions for supply chain & service businesses wishing to facilitate growth. Our strategies are tailored to the unique culture of each client. We provide bottom up and top down understanding to help assure success one step at a time. CXAM works closely with all levels of management and operational staff to meet and exceed “Client Expectations” (CX). 


When we talk sales and CRM strategy we mean growth; higher sales from existing customers, better retention rates and more new customers. With our programs, top down performance leadership is backed by clear expectations for all participants. Accountability is based on achievable milestones building upon optimum Sales, Service & Reliability. Best practices are translated into consistent follow through. Action plans are crafted for each participant to help assure timely results.


The reason why companies become disappointed with their investments in CRM starts with people. They resist change, do not buy in, and avoid participation. Of course, the technology is important, but the work we do with management & staff is the real CXAM differentiator. We define roles, clarify expectations, and help drive sales by introducing the latest techniques on how to exceed customer expectations. The idea is to share, educate, engage and follow through on service and quality. CRM helps us leave nothing to chance.


We work collaboratively to help employees make good sales process choices. Where possible performance metrics that fit their success profile are established to help strengthen their results. This often involves significant change. In order to gain support at all levels, managers are encouraged to understand and model the new ways of working. Without gaining their support, efforts will inevitably be frustrated. Agreement is needed to set ambitious goals, objectives & milestones. All managers and employees need to understand how they will benefit and prosper from effective use of CRM.


When it comes to strategy, effective use of technology is often overlooked as a central driver for revenue and profit growth. Our company is dedicated to helping build your success around
“managing technology to drive sales performance.” We work from the top down to achieve results. CXAM makes optimum use of proven CRM and management software. Let us help you get headed in the right direction for faster, easier, and better sales results.


As we refer to structure, we think of how you are organized to make the most of your technical and talent resources. Is there an actionable plan? How you organize has a lot to do with things getting done. With CXAM, we will help you develop a tailored structure with a focused management and staff motivated to meet or exceed expectations. Collaboration, coaching and teamwork is emphasized. Effective use of people and CRM technology make the winning difference.


The sales and management process is critical for most businesses. It involves setting goals, and planning, controlling & leading the execution of key activities. Current sales leaders are placing more and more reliance on CRM. When the results are disappointing, a change in process is called for. Remember, the technology does not work by itself, it takes trained and qualified people and teams to make things happen!


Capacity is that last piece of the puzzle that many overlook. As individuals reach their fuller potentials, it is necessary to add capacity or staff. Here we have to make careful decisions. Do we look for more top producers or sales leaders or do we build from the bottom up. CXAM consultants help with such critical decisions. We then work collaboratively with senior management to tailor strategy, structure and process to accommodate and follow through.


Our consulting service centers on bringing together the best in technology, sales and management practices. Unlike most high tech consulting firms, we focus our expertise on three main areas rather than just one:

1. Technology Management relating primarily to CRM and Customer Experience (CX).

2. Sales and Sales Management disciplines focused on growth, profits and results.

3. Organizational Development to help assure people & client teams are performing at optimum levels.

Our operating priority emphasizes the importance of team work and collaboration. CXAM
“hands-on”. consultants work closely with our clients to exceed their expectations. Strategy, structure, process and capacity are all considered as vital to success. You can count on us cover all the bases. Plan each step of the way, we involve all key stakeholder from senior and middle management to front line sales people. Unlike many consultants, we then follow through. CXAM does more than technology consulting. We advise, innovate, coach and facilitate with a thoughtful eye on sales results.


CXAM starts with a free analysis of your current situation. We evaluate potentials in terms of where you’ve been, where you are with current practices, and where you may want to go? That gives us a basis for a strategic plan and starting point. Your sales process sets the stage for your choice of CRM technology. If you do not have CRM in place, your customer records have to be evaluated, structured and made ready for download.

From there, we usually start with an introductory meeting with participants (sales, management and support staff) to get them involved. Once everyone has a common understanding on the business fundamentals and the benefits, we move into facilitated training or retraining. This involves a hands on approach with facilitated learning and coaching for primary users.

The implementation phase is when we follow through at all levels with one on one and team based assistance tailored to each individual. There will be different rates of progress during the early stages. Our programs are designed to have everyone participating and enjoying the expected performance improvements.


The founders of CXAM began working together on combining sales process expertise and technical knowhow more than three years ago. Their purpose was to bring a fresh approach on how small to medium sized businesses (SMB) could enjoy results from managing technology to drive growth more effectively. There were many obstacles: doubt, costs, and resistance to change. Secrecy and fear of competition were often limiting factors. Of great importance, sales people do not buy in, even senior management has its doubts. (Click to continue reading for para’s below.)

By 2014, things had really begun to change. SaaS emerged as an affordable alternative to traditional big budget programs. The cloud made this possible. Early security concerns were alleviated and mobile technology became increasingly pervasive. Small and Medium sized businesses were ready for practical cost effective solutions to help grow revenue and profits, just as their larger competitors had learned to do.

Customer Relationship Management software (CRM) emerged as the most important technology for sales growth. But there was much more to consider. Many companies tried CRM and were disappointed. Gaps in sales process and organizational discipline were adding to frustrations. CXAM decided to help companies optimize in all important categories.


Esteban Duenas

EstabanSmallEsteban Duenas 
Managing Partner
Esteban serves as managing partner of the firm. He is directly responsible marketing, sales, finance, technology and all day to day consulting operations. In addition to his business interests, he serves as Chairman of Oakland California Youth Outreach, a dynamic non profit serving the Oakland area.

Prior to his current employment, Esteban had a distinguished career in sales leadership. Most recently it was with Vista Equity Partners, working with a troubled software acquisition. Prior to this, he was in key account sales with one of California’s emerging “Fast Growth 100” companies for five years.

A graduate of Stanford University, he has a long established interest in consultative-sales and managed technology.

Ed Bantlow

EdSmallEd Bantlow Chief Executive Officer
Ed has been CEO of a national consulting firm for 12 years and a successful leader of numerous turnarounds & startups . Over time, he has served as a Consultant Executive Coach for hundreds of FORTUNE 500 executives and senior management professionals from all sectors.

He currently is a co-founder & CEO for CX Alliance Management (CXAM). His responsibilities include active consulting with clients on strategic planning, accelerated growth and guiding major change management innovation.

Ed graduated from Lafayette College with a degree in Economics. After service as a military officer during a time of crisis, he completed his MBA at NYU’s Stern School of Business. 

WalterSmallWalter Williams Director of Human Services
Walter is a gifted CRM consultant, facilitator and coach with a special understanding of the human factor as a force for growth. He has worked as a consultant on a variety of projects involving sales, business development, and CRM technology.
His current emphasis is on CRM coaching. Walter’s priority is to do everything possible to help individuals and teams succeed.
He completed studies at Michigan State University (advertising & dance).  He came to the Bay Area after 12 years as a burglary detective with the Escondido Police Department, joining CXAM early in our history. Walter is married with two children and lives in Oakland.

dannyDanny Ceballos, MBA, MA  – Director of Organizational Development
Danny Ceballos works closely with Chief Executive Ed Bantlow and with Managing Partner Esteban Duenas on all aspects of training, consulting and coaching. 

In this role, he works with management, staff and teams to help companies excel in workplace performance and employee engagement. He is CXAM’s great facilitator!

Danny has a BA in Psychology, an MBA in Marketing, and an MA in Organizational Development – all from SUNY Binghamton.  For 18 years, Danny worked as a national consultant, educator and trainer – and as a Vice President for Planned Parenthood. 


According to most experts, a high percentage ( more than half) of all customer relationship management (CRM) projects fail to meet their intended objectives. Technology failures get most of the blame, but technology isn’t the primary cause in most cases. Most failures are due to inadequate business strategy, poor process development and lack of employee support. People are the key to change! If you correctly implement technology that supports the wrong strategy or processes, you have automated your failure. To get your CRM used, you need employees to embrace it. A successful CRM project balances strategy, structure, process, and capacity with technology. That enables users to address all of the key components within the time and resource limitations they face.


Migration: cleanse and reduplication; enrichment; structures and hierarchies; reporting

System design, integrations & configuration; profiles & roles, Apps & mobility

Maps, workflows and swim lanes that underpin sales & marketing strategy

Change Enablement




Through CRM technology and step-by-step sales process analysis, CXAM helps our clients improve each stage of the sales life cycle. We start with a free analysis of the current situation.

We then collaborate on the CRM technology and the basics of the existing sales process. Our focus is on cultivating and improving the talent, competence and personal strengths of each sales participant. CXAM helps each manager and sales person learn how to use CRM in simple to understand steps.

Technology is just part of the answer. Our training may include foundational skill building in active listening, guided discovery and relationship development—all of which are vital to the use of technology for better sales results.


•Organize Customer Information

•Manage Migration of Data

•Clean and Edit Files

•Integrate to Standard

•Upload Individual Contacts

•Define Stages for Rollout

•Customize by Markets, Users and Departments/Functions Develop Content Library


•Executive Dash Boards

•Sales Teams

•Sales Management

•Customer Service

•Business Development Technical Service

•Marketing Management

•Online Inside Sales Coordination

•Pipeline Management


1.    Strategic Benefits’ Analysis and Report on CXAM Program Potentials
Benefits and strategy will be carefully examined to determine probable benefits for the organization. During this phase CXAM will confirm that a CRM project is viable.

2.    Tailored Mapping, Scheduling and Planning
A project plan or scope will be put in writing, outlining the work to be performed. During this phase, CXAM will calculate a budget and schedule, and determine what resources are needed.

3.    Program Introduction, Facilitated Learning and Step by Step Implementation
Resources’ and tasks are assigned and participants are informed of responsibilities. Collaboration and teamwork are emphasized. This is a good time to consider such matters as time management, sales priorities, and known obstacles.

4.    Monitor Sales Performance, Key Milestones and KPI Dash Boards
Here we will compare status and progress to the actual plan, as resources perform the scheduled work. During this phase, CXAM and client managers may need to adjust schedules or do what is necessary to keep the project on track.

5.    Follow Through Reporting on Program Outcomes and Sales Team Participation.
After Phase 1 tasks are completed and the client has approved the step by step progress, an evaluation is necessary to highlight success and/or learn from phase 1 history.

Our program management approach vary from industry to industry. However, steps 1 through 5 above are the basic elements that we address. In all cases, the overarching goals and objectives are to grow the business and improve sales performance.



  • Not all CRM consulting services are created equal; most specialize in a particular aspect of CRM, such as systems integration, custom application development, or business process training. Some such as CXAM have the resources to meet a variety of needs across the digital business spectrum.

  • These old line firms specialize in helping businesses choose the right CRM for their business. Typically, they begin with a “discovery” process, which involves documenting workflows, conducting a needs assessment, and defining the business case for CRM. There are many good CRM programs available these days. CXAM works with several of the best.

  • Technical mastery is emphasized, rather than sales. Such firms provide implementation services serve in a direct project manager role during the deployment of a new system. They offer companies the benefits of a custom-configured CRM without the cost of a full-time IT team. Implementation with management and the sales force is left up,to the client. CXAM maintains a team of top level technical experts with more than 10 years experience.

  • A new breed of consultants brings an combined understanding of technology and sales process. If you are new to CRM you will want consultants who understand both technology and sales. For those who are not getting the results expected from their CRM the same is true. A blend of  f CRM technology knowhow coupled with in in depth selling expertise is more likely to maximize client returns. CXAM emphasizes a step by step approach that addresses technical and people solutions.




Strengthen Relationships, Manage the Pipeline – Generate More Leads

Business Development  – Identify, Secure and Manage Relationships
The role of Business Development has been growing in importance over recent years. For most larger B2B enterprises, the function is well recognized as strategic. For those in the smaller and medium sized organization’s (SMB), a specialized business development function is growing in importance. It helps to understand why companies are evolving from salesmen cold calling and prospecting to this more specialized focus – an intersection between sales, marketing and service. 

“Business Development” is the function at the company responsible for “identifying, securing, and/or managing relationships with organizations outside of the company.” BD plays both a “hunter and a farmer” role as well as a ‘management’ role for companies committed to managing for growth. They track KPI’s: reasons for wins/losses, the progress of opportunities in relation to the sales process, top performing sales people/sales channels, as well as tracking sales of services/product. CXAM helps our clients strengthen this important.

Pipeline Management –  The Sales Opportunity Funnel for Growth
CRM plays an active role in “Pipeline Management” addressing the numbers and components of the sales funnel. We help sales managers work in real time: know the averages so that they are able to better predict and create predictable revenue:

– New leads created per month by source
– Conversion rate of leads to opportunities
– Conversion rate of opportunities to closed deals
– Average Won Deal Size
– Average Sales Cycle Length
– Win Rate
– Total # of Open Opportunities

Lead Generation Process  – Search Out and Qualify Best B2B Customer Prospects 
Lead generation often uses digital channels, and has been undergoing substantial changes in recent years from the rise of new online and social techniques. In particular, the abundance of information readily available online has led to the rise of the “self-directed buyer” and the emergence of new techniques to develop and qualify potential leads before passing them to sales. Lead generation describes the marketing process of stimulating and capturing interest in a product or service for the purpose of developing sales pipeline.

Our consultants work directly with and for clients to collaborate on lead generation strategies. We can develop and manage the process, train teams, and be sure that technology is playing its role.
This means a faster, easier way to succeed where other may fail. Let us help your company to search out and qualify customers with you.




Research Target Market & Customer Prospects. Source leads for company and people names for contact independently or gather information from Referral Source or Business Development Rep. Confirm preliminary market and customer data profiles are as complete as possible.


Confirm the Preferred Customer Profile Information. Confirm prospect as a potential customer and check for necessary details. Include names, address, email, main phone, & cell phone when possible. Research online for background on company and individual(s).


Connect with the Prospective Customer. Follow through via thoughtful email or letter. Then call and arrange to meet if appropriate. Gather more information via phone and meeting for next steps. The objective is to qualify prospect, set appointment or date for next contact.


Identify Needs and Opportunities. Learn about the potential customers’ concerns. Listening and asking questions is central to the sales process. The quality of the questions sets the stage for thoughtful listening. It is desirable to listen 60% of the time and have a dialogue on the most important issues. Learn about the decision making process.


Present Possible Solutions. Focus on the situation or opportunity rather than presenting  your product line or capabilities. That can come later. The strategy is to present your insightful or preferred recommendations on a consultative sales solution that will meet or exceed customer expectations. Be sure to communicate benefits to the buyer.


Manage/Anticipate Objections. The more you can understand potential objections the better. The idea is to be prepared by pointing to the potential objection and jointly considering alternatives and preferences. By collaborating you create an atmosphere of understanding and trust. You move from persuader to advisor.


Prepare a Proposal. Price is just one consideration. A well developed proposal is an important document that facilitates the close needed to secure the order. Include Situation that exists, the Opportunity as reflected in meeting a need, the Action to be taken, and the Results or $$$ outcome expected. Summarize at end with “Scope, Cost, Benefit or ROI statement.


Close with 360 a Degree Awareness. It is best to be aware and involved as possible with all who participate in the decision making. Here we will want to include higher managers and lower level doers whose support you will want.


Deliver Quality Product or Timely (CX) Service . Stay close as the order/service is delivered. This is where you can establish a track record for exceptional performance. Often, showing attention to detail and follow through is enough to optimize the customers opinion. It’s a chance to anticipate and prevent small disappointments.


Build Relationships, Network, Follow Up Diligently. This last step carries the sales process onward to managing account relationships. It can lead to more product or service sales, cross selling to other divisions/sister companies as well as referrals to completely new customers. Relationships and referrals are still the key for many top producers.




The management team has extensive consulting experience among hundreds
of public, private and social sector clients, but is now focused primarily on the supply chain & service sectors. 



CRM Leads To More New Appointments. When one large company looked for new ways to grow, they decided CRM was a great investment. Top advisors were so busy many opportunities were being missed. New advisors often lost track of their own progress. Using CXAM
to help for the first time made it easy for them to start a pipeline management project. Now busy sales executives stay in control and further increase their revenue.


Penetrate New Markets, and Engage Current Customers
An innovative importer of specialty foods established a national reputation for quality, price and reliability in the field. Management developed an interest in broadening its lines, expanding distribution, and entering the market for frozen foods. They called upon CXAM to spearhead the CRM introduction for
continued growth of their organization.


Improved Service and Turn Around Times. A fifty year old supply company was well established with more than 2000 known customers. Eighty percent of their revenue still came from their top fifty. The industry was changing. In order to  really benefit from the top line CRM software, CXAM introduced new positions & hires, while leading with technical innovations and customer service emphasis.


What does your firm do?

We formed CX Alliance to help companies “manage technology to drive sales performance.” Our focus is on helping companies get the most out of their CRM software. This is equally important for new users as well as those already underway. All too often, the impact of CRM on sales is compromised due to confusion on how to use the technology effectively. Working closely w management, sales and business development; we streamline processes and help teams focus on improved performance on a daily basis.

How do you differ from other CRM Consultants?

Most technology consulting firms were started by technology people who were never involved in sales. They focus on the technical side. CX Alliance works across the spectrum of sales, technology and management – with all efforts focused on increasing revenue. Our founders are deeply immersed in the most effective sales processes. We understand technology, and we are passionate about making it work for you.

How long have you been in business?

Our principals have decades of leadership experience in all key disciplines . . . from consulting, technology, and sales to top level and senior management. In other words, we combine Management & Sales Expertise w in depth Technical know how. With us, knowledge of sales comes first. Our technical team backs us up with years of in depth “state of the art” technical support. That assures that we balance the scales to assure optimum results for our clients.

Why do companies need CRM? Technology works hard to make growth easier! But don’t be fooled. There’s lots of hard work involved. Management and sales discipline as well as the need to stay organized is necessary. Too many companies believe the technology alone produces results. That’s just not true! People are needed to bring about results. Technology is the tool we use to make it all happen.

How can we get started? What is your process?

CXAM always starts with a preliminary assessment of the situation. We will first meet w senior and mid level management. If the potential for significant improvement in sales is evident, we will evaluate current use of technology and the sales process in place. From there, we can prepare a step by step proposal for your consideration.

Is the initial assessment really free?

Absolutely. Our firm starts with a free analysis of what it will take to balance the needs of management with optimized sales results. From there, we can develop a detailed proposal – a step by step drive to increase your sales! Call our Managing Partner Esteban Duenas at
510-491-5255 to see if it is time for a FREE CRM opportunity assessment.


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Serving companies throughout Bay Area 510-542-6485