Spanish CRM software company ForceManager has raised $12 million in Series B financing led by AXA Strategic Ventures. Nauta Capital, Sabadell, SIE, and Histemi also participated in the round.

ForceManager, based in Barcelona, develops an AI-based sales assistant app for managing and entering data collected on the field. The company claims its system, which operates much like a digital personal assistant, will provide more accurate and intuitive analysis of the data.

“This is why AI based systems simply aren’t working in the sales industry, especially when it comes to field sales,” said CEO Oscar Macia. “If the information entered is unreliable it’s a case of garbage in garbage out, creating a huge problem for companies – not only will it be impossible to get AI tools working correctly, but without the ability to analyse field sales activity, they will gradually fall behind the competition.”

The new funds will be invested in further product development to improve its conversational AI technology.

“With this round of investment we are able to make true on our promise of transforming the smartphone into a real life personal assistant,” added Macia. “Humanizing the interaction between the user and system is the only way we can truly affect change and help the field sales teams on the ground.”

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