Before a good sales call, there’s usually an hour of research nobody wants to do: company background, recent news, org structure, likely pain points, prior touchpoints. Reps either skip it under time pressure or spend valuable selling time doing it themselves.
The approach
We built a research assistant that pulls together public company information, relevant news, and the team’s own CRM history for a given account, and turns it into a short, structured briefing — company snapshot, recent developments, relevant context from past interactions, and suggested talking points — ready before the call rather than assembled during it.
The assistant is designed to cite where each piece of information came from, so reps can verify anything that matters before repeating it to a prospect, rather than treating the summary as unquestionable.
What it changed
- Reps walk into calls with consistent, relevant context instead of whatever they had time to piece together.
- Research time drops from the better part of an hour to a few minutes of review.
- Account history from the CRM is surfaced automatically instead of relying on a rep’s memory or notes.
- Newer team members qualify leads with the same depth of preparation as experienced reps, faster.
The bigger pattern here is using AI to remove the friction between “the information exists somewhere” and “the person who needs it has it in front of them at the right moment.”