ProsperWorks lands $7.5 million to inject its CRM magic into Google Apps

ProsperWorks

Cloud Alliance for Google Apps logoThe market for customer relationship management (CRM) in the cloud got a little more interesting today as ProsperWorks Inc. announced that it has raised $7.5 million to boost its CRM technology that integrates tightly with Google’s suite of productivity apps.

ProsperWorks seeks to eliminate the need for users to dig up information about contacts and manually import it into their online work environment by capturing data from their Google apps and the Web and integrating it into customer profiles.

ProsperWorks boasts of being among the first to have implemented the Material Design specification that Google released in November to unify its expansive application ecosystem under a common aesthetic standard. In practice, the integration means that the startup’s service functions as a natural extension of the search giant’s productivity applications.

That avoids the rough edges of traditional plug-ins and provides the cement for ProsperWorks’ vision of a smoother engagement experience. Workers can have their calender events, messages and shared files automatically synced to the service, which maps the details to contacts that are can be viewed through a panel with carefully aggregated information on related activities.

That includes profile information and past engagements as well as to-do items assigned from colleagues, such as following-up on an email. That information is also integrated into reports that the startup says provides a central view of the entire sales pipeline. All of that adds up to a lot of saved clicks and requests.

It’s a simple but compelling proposition that bridges much of the gap between Google’s cloud suite and Office 365, which comes integrated with Microsoft’s online customer relationship management platform out of the box. The strategic position of ProsperWorks in the search giant’s ecosystem has managed to catch the attention of some of the biggest names on the investment block.

The new $7.5 million investment in the startup was led by True Ventures, an early-stage fund that recently chucked a similar sum at Hedvig Inc., with contributions from Bloomberg Beta and Crunchfund, among others. The capital, which brings its total raised to $10 million, will be used to hire more developers and add new features.