People.AI Acquires Hero and Releases Sales Solution for Salesforce (Part II)

People.AI Sales Solution for Salesforce

Continuing my discussion [Part 1] of PeopleGlass and Sales Solution for Salesforce….

“People.AI’s acquisition of Hero Research is changing the game for enterprise sales teams who use Salesforce,” said People.AI CEO Oleg Rogynskyy.  “Companies run sales on CRM, yet virtually every rep and manager we meet runs a shadow spreadsheet to manage what’s actually happening in their territories. Finally, we’re able to bring the two worlds together with People.ai and Hero Research’s best-in-class solution, so sales teams have the flexibility to manage their pipeline, territories, and activities in an optimal way, ultimately closing more deals.”

PeopleGlass simplifies CRM access to “a single pane of glass to do their job better than ever,” continued Rogynskyy.   There is “no more tab sprawl, no more cutting and pasting, no more shadow spreadsheets.”  Sales reps create a custom view with access to their CRM data without requiring admin or IT support.

“CRM is the place where most sales organizations want their reps and managers to spend their time. Unfortunately, it’s hard to find a rep that isn’t trying to fill critical CRM gaps by stitching together a patchwork of other siloed sales tools without a cohesive workflow. With the People.ai experience available inside of Salesforce, sales teams gain access to all of the data and insights they love incorporated into their daily workflows in a simple and unified way. That has a massive impact on CRM adoption and utilization.”

Thomas Wyatt, Chief Product and Strategy Officer at People.ai

People.AI is bringing the full Hero team onboard, including founders Morgan Bender and Daniel Chen, who will be joining the product organization.  No deal terms were disclosed.

“Combining our unique dataset with People.AI’s AI-driven insights creates a sales productivity solution unlike any other vendor in the market. Customers who have used the solution are reporting an increase of up to 25% in selling time,” commented Bender.

PeopleGlass is available on a freemium basis, sold both as a standalone offering and bundled with People.AI solutions.  According to COO Art Harding, the firm is still defining pricing and packaging following the acquisition.

While People.AI has simplified data access and update, reps will continue to access Salesforce for the “mission-critical workflows that can only be accessed within the solution.”  The new embedded Salesforce experience integrates “the power of People.AI’s benchmarks, leading indicators and sales insights with Salesforce’s native pipeline, account, and opportunity views.”  The integration also supports People.AI tools such as auto-populated relationship maps, deal scorecards, and digital playbooks.

The Sales Solution for Salesforce includes People.AI’s org chart tool built on their October 2020 ClosePlan acquisition.  The Sales Solution for Salesforce also displays engagement insights, peer benchmarks, and next-step recommendations for sales reps.

Sales Managers can track account health, opportunity execution, and rep performance through the Sales Solution.

“People.ai does the heavy lifting by bringing the tools and the data into Salesforce, allowing sales ops to deliver a better end-user experience to their teams and giving reps new tools to accelerate bookings,” explained Rogynskyy.  “Customers who have deployed the product tell me that in a few weeks, this solution has had a bigger impact on Salesforce adoption than years of serving up other carrots and sticks.”

People.AI employs over 200 and has revenue “well into the double digits.”

People.AI Employment (Source: LinkedIn)

People.AI Acquires Hero and Releases Sales Solution for Salesforce

Revenue Operations and Sales Intelligence vendor People.AI acquired Hero Research, a Salesforce productivity app that simplifies CRM access.  The Hero service was immediately re-branded as PeopleGlass.  People.AI also announced a new Salesforce experience for sales reps and managers.

PeopleGlass is designed as an “interaction layer” to reduce the overhead and complexity of maintaining Salesforce content.  Glass refers to the “single pane of glass” metaphor often used for CRM cross-record reporting, a core feature of PeopleGlass.  People.AI argues that CRMs have become complex, full-stack solutions covering many use cases but are cumbersome due to their functional breadth.

“We believe that current CRM solutions are inadequate. Modern businesses are complex and full-stack solutions (platforms that offer many services) reflect the complexity of the many use cases that they need to cover as a one-size-fits-all solution.

Many CRMs today offer the whole gamut, addressing needs from pre-sales, post-sales, support, marketing, etc.,” argues People.AI.  “Furthermore, these companies are focused on selling large deals into small groups of decision makers who rarely interact with the products they purchase. It’s no wonder why many users feel they’ve been ignored by the people building the products they spend huge portions of their lives in.

In the meantime, most people have experience with iPhones, Gmail, and other great products. This only increases the frustration with legacy CRM tools.

PeopleGlass aims to solve this problem by focusing solely on the end user and leveraging learnings from the best modern consumer software.”

People.AI, “Why We Started People Glass

PeopleGlass supports custom sheets, forms, hotkeys, a command-line interface, and a “clean and versatile workspace to eliminate the pain points of using CRMs.”  PeopleGlass may be launched in the browser or added as a Chrome extension.

Custom Sheets provide a spreadsheet view across Salesforce records that supports filters, bulk record updates, searching, and inline updates.  Thus, reps can quickly update opportunity records before pipeline review meetings and then review the spreadsheet with managers.  Records are immediately updated in Salesforce.

PeopleGlass Opportunity viewing and updates

Users can create personal views or modify any of the included templates.  Adding columns, resizing columns, and moving columns are straightforward actions.  Users can also quickly view any record as a form or view the record in Salesforce.

PeopleGlass Forms provide custom layouts for creating and updating account, contact, leads, opportunities, notes or tasks.  Admins can set default fields for records.

A set of hotkeys expedite data entry, allowing users to quickly create records, log calls, and search records. PeopleGlass provides a customizable home page for displaying metrics, sharing and copying sheets or forms with colleagues.


Part II, which discusses the Hero Research acquisition and their Salesforce solution, continues here.

People.AI Launches The Wire

People.AI announced availability of The Wire, their new artificial intelligence service for sales reps which suggests next best actions. According to the firm, “Like a brilliant personal assistant who’s always on top of his game, The Wire uses AI intelligence to remind you when to follow up on key accounts, suggest next-best-actions, warn you when a rep or account is falling behind, let you know when customer champions switch jobs, and ensure you’re always prepped for every meeting.”

The Wire suggests emerging opportunities, opportunities requiring attention, and champions that have departed to other companies.

The Wire flags opportunities that are in jeopardy of slipping due to inaction.
The Wire flags opportunities that are in jeopardy of slipping due to inaction.

Managers are alerted when sales reps are falling behind targets.  A Rep Ramp Alert “helps you move from data-aware to data-driven, proactively leveraging industry data to guide and coach your teams.”

Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.
Ramp Alerts identify reps that are lagging behind best-in-class recent hires and suggest when a one-on-one meeting may be required.

The Wire also supports meeting intelligence with meeting prep reminders and post-meeting note capture and CRM sync.


Last Friday, I covered People.AI’s Round C and the company more broadly.

People.ai Round C

San Francisco-based Revenue Intelligence vendor People.ai announced Round C funding of $60 million along with the launch of its new The Wire next-best-action (NBA) service.  The round was led by ICONIQ Capital with participation by Andreessen Horowitz, Lightspeed Venture Partners, GGV Capital, and Y Combinator.  Will Griffith, Partner at ICONIQ Capital, has joined the People.ai Board of Directors.

People.ai has received $97 million in funding to date.  Its valuation was not provided, but TechCrunch placed the valuation at “mid-nine-figures.”

“Today’s announcement of our Series C funding represents a critical milestone in achieving our vision for the Future of Work,” said People.ai CEO Oleg Rogynskyy.  “We’ve already enabled customers to, for the first time, capture all of an organization’s critical business data, such as contacts and customer activity data, and deliver it directly to the CRM.  This has significantly improved sales productivity and CRM data accuracy and liberated the enterprise from time-consuming manual data entry.  Today, we’re taking People.ai to the next level with AI-driven intelligence that provides customer-facing teams with a simple, personalized set of actions based on current, historical and industry data that will help accelerate revenue.  When you use The Wire, you’ll have your most productive day at work, every day.”

People.ai was founded in 2016 and already supports Red Hat, Lyft, Zoom, New Relic, and Splunk.  The firm describes itself as a Revenue Intelligence System:

“People.ai offers the industry’s only Revenue Intelligence System (RIS) that automates the capture of all contact and customer activity data, dynamically updates CRM and provides actionable intelligence across CRM, collaboration, business intelligence, and other management tools for sales, marketing, customer success and services teams – exponentially accelerating growth and delivering actionable insights for strategic business decision making.”

People.ai Website

People.ai fills out buying committees for active opportunities, maps contacts and interactions to accounts and opportunities, and suggests next best actions.  Applying natural language processing and machine learning to buying committee discovery and NBA are the latest advancement in sales and marketing intelligence.

People.ai also supports contact updates derived from email signatures and pulls “critical information” such as product or competitor mentions, sentiment, and buyer intent.

People.ai’s recently launched Campaign360 service supports marketing attribution by tracking opportunities influenced or generated by marketing activities.  Campaign360 is the “industry’s only AI-based solution that equips Marketers with the real-time, full funnel campaign visibility they need at their fingertips,” said the firm.

“We’re thrilled to partner with People.ai as they execute their vision to unleash the potential of AI to drive enterprise revenue,” said Griffith.  “People.ai is well positioned in a highly strategic enterprise market, leveraging automation and AI to fundamentally change the way people work.  People.ai’s product, powered by strong network effects, is delivering insights and productivity at the scale and quality we have not seen previously.  We see an incredible opportunity to accelerate People.ai’s game-changing technology as they redefine the meaning of the Predictive Enterprise.  People.ai is the Future of Work.”

Partners include Salesforce, Slack, Outreach, SalesLoft, Exchange, and G Suite.


On Monday, I will be covering The Wire, People.AI’s new Next Best Action service.