London-based startup Superlayer has raised $1.3 million in pre-seed funds to perfect its AI-driven sales workflow platform that enables deal pipelines to be qualified and deciphered in "seconds".
The round is co-led by Triple Point Ventures and Concept Ventures, with further investments by Notion Capital, Accel Starters, Exor Seeds, and several angel investors.
Founded in 2021 by serial entrepreneur Federico Samuelly, Superlayer's platform gives sales teams and their managers a holistic digital companion to bolster performance.
The software includes a centralised dashboard with KPIs and an overview of future customer interactions. Sales accounts can be quickly annotated using conversational intelligence, and the platform also offers AI-driven scenario forecasts. Superlayer plugs directly into the client's existing CRM software suite.
Samuelly's earlier startups also rely on business intelligence. His Nigeria-based ecommerce startup, Jumia, listed in 2019, and he also helped to found UK-based car pooling service Drivy, which has since been acquired by its San Francisco-HQed peer Getaround.
Post fundraise, Superlayer said it would invest to refine its product and hire more staff, looking to reach sales teams in new industry verticals.
Tension in sales teams is rising given the macroeconomic recession, Samuelly argued. Rigid sales targets, often linked to renumeration, can cause significant anxiety.
Samuelly said: "In the current economic climate, there is a lot of pressure on CROs and sales teams to ensure revenues are predictable."
"When it comes to CRM systems, sales representatives can often feel overwhelmed and struggle to prioritise tasks while team leaders become increasingly anxious due to the lack of visibility."
Triple Point Ventures' investment director, Seb Wallace, added sales teams had few B2B software products to choose from to gather actionable data on performance.
"We’re very excited to partner with Fede and the team on the next stage of their growth journey," Wallace said. "There are few tools in the B2B market for companies that want to easily understand the performance of their sales teams, inspect their pipeline, forecast their revenues or proactively reduce churn."
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