Crosslink Capital

Established in 1999, Crosslink Capital is a technology-focused, San Francisco-based investment firm whose investments range from early-stage private companies to well-established public corporations. 




Prior to using Altvia’s CRM, AIM, Crosslink had been managing their fundraising and investor relations processes using Excel spreadsheets. As they grew, they migrated to a Salesforce database so they could consolidate all of their investor data into one location that was accessible to everyone and that was dynamically updated. Almost immediately, confusion arose about how best to store data in Salesforce and how to structure that data for Crosslink’s needs. 


The Solution


The Crosslink team came across AIM on the Salesforce AppExchange when they were looking for a happy medium between the rigidity of an out-of-the-box Salesforce solution and the cost and time requirements of a custom built solution. And they were looking for a partner who understood their business. “Most of the consultants we talked to just asked what we wanted and said they’d build it for us,” says Jonathan Stenner, Crosslink’s Salesforce administrator. “But what we wanted was someone to tell us what works best in the industry, what other groups have used, and how they have ideally set up systems that work at other organizations like ours.” And they wanted to have a fully-functioning system in less than three months.


“Based on this data, we will now be able to focus fundraising efforts to be more successful in subsequent fundraising opportunities,” says Stenner. “We now have clear and accurate historical documentation of fundraising efforts and IR communications as a reference

before speaking with investor or prospect.”

– Jonathan StennerCrosslink Capital 


The Results


Crosslink’s new AIM implementation was set up to consolidate all of their investor data into one location so the fundraising team knew what investors have been contacted and what investors need to be contacted. AIM was also configured to account for the various hierarchies of companies in their database so data could be stored in an orderly and efficient manner. To help the Crosslink team delineate between venture and hedge fund clients, AIM was configured with a simple checkbox that could toggle a prospect between a venture prospect and a hedge prospect and change the fields that were required for each. “It allows no relationship in fundraising to slip through the cracks,” says Stenner. Going forward, they will be able to analyze multiple data points to determine where their fundraising efforts have been most successful and what types of investors are most likely to invest with them. 


In the end, Crosslink’s fully-functioning AIM system was rolled out in 45 days. 



Download the complete case study for more about Crosslink and how Altvia supported effective fundraising management.