Donna raises $4.8M to cut admin work and unlock real insights from field sales teams

Ghent-based Donna, a proactive AI assistant for field sales teams, has raised $4.8 million in new funding to accelerate international expansion and cement its position in field sales enablement. The round is led by Frontline Ventures, with participation from existing investors and a group of seasoned angel investors.

Field sales teams across industries have long been underserved. Although these professionals spend most of their time on the road, most sales tools are designed for desk-based users. Mobile apps are often difficult to use, CRM adoption is low, and important context is frequently lost between meetings.

Donna aims to address this gap by turning commute time, customer visits, and other on-the-go moments into productive selling time. The assistant provides timely prompts, prepares reps with relevant information before each meeting, and manages sales administration end-to-end by automatically capturing interactions. As a result, customers report up to 75 per cent less admin, higher CRM adoption and data quality, and up to 20 per cent higher close rates.

Donna has evolved from a voice-to-CRM tool into a multimodal, always-on AI assistant that anticipates the needs of field sales teams, understands their business context, and automates routine tasks such as meeting notes and follow-up emails in real time. By building a comprehensive “system of context” around each salesperson, Donna is designed to help them work more efficiently and consistently.

Donna’s co-CEO and co-founder, Nicolas Christiaen, noted that field sales teams have long been overlooked:

They’re under pressure to do more with fewer resources, yet the tools designed for them have barely evolved. Donna changes that. She briefs you before every meeting, captures every detail during, and handles the admin after so field sales teams can focus entirely on their customers.

Since its launch in 2023, Donna has been adopted by field sales teams at companies such as ABB, Atlas Copco, Luminus, and Liantis, and has established partnerships with Deloitte, PwC, and Orion Global Solutions. The platform offers deep integrations with major CRM and enterprise systems, including Salesforce, SAP, Microsoft Dynamics 365, and HubSpot.

The new funding will be used to further develop Donna’s product and expand go-to-market operations across Europe and the United States.