The Buddhists have it right: life is a cycle of suffering, especially for a CRO.
Having been in the space for some time, it has always struck me how CROs and sales leaders have never been able to break the cycle of suffering that looks something like this:
- Goals are set without a basis for understanding the outcomes that can achieve them
- This gap drives a set of questions on how to achieve the goals
- The answers to those questions suffer from an incomplete, distorted or dated view of what’s happening in the field
- Actions are then taken without a clear sense of how they will connect to the goals
- Outcomes from those actions may coincide with goals, but CROs suffer from not knowing just how the actions they directed actually changed the outcomes
- Before they gain that understanding, the goals are set again
Throughout this cycle, CROs never quite get the answers that they want. And into this cycle, vendors of all types now want to add AI to generate more actions, faster and cheaper.
Will it end that suffering? Is it enough to hope that more activity performed by AI will deliver those goals?
I’m not sure that it will.
Here is what I know for sure. There is a wide gap between what technology companies say go-to-market teams need and what they actually want.
Sales leaders do not want AI that looks impressive but does not help achieve a clear goal. They do not want AI that cannot handle messy or inconsistent data, will not work with legacy systems, or is something their team will not use. They also do not want tools they cannot measure or justify.
What they are still searching for is a straightforward way to get answers to a few basic questions, like:
- How do I get to my number?
- How do I get more out of my reps?
- Which deals are at risk?
- Where should my team focus this week?
I’ve Watched This Cycle Break Teams
Many claim they can give these answers. In reality, it remains difficult. The work behind these answers is complex and nuanced. Revenue leaders are smart, talented, and committed to their teams. But without the right answers, a lot of good work becomes harder than it needs to be. I have been there, and it’s painful and unfun.
Our job at People.ai is to give them those answers. We take historical data and turn it into something they can act on immediately. It works no matter what they sell or how they sell it. It’s called answer nirvana.
Answer nirvana is a place where answers are easy to find, easy to trust, and easy to act on. It is a place where leaders do not need to chase information or piece together signals from different systems. It is a place where the right answers show up when they are needed. Even when the data is messy. Even when the tech stack is imperfect. Even when the questions shift from week to week. I want every GTM team to have a permanent residence in answer nirvana.
Saying the Quiet Part Out Loud
The problems sales leaders have brought to us over the past nine years are not lost on me. I have lived through the fire drills when teams scramble to assemble a solution. I have seen leaders spend millions on systems that should have made things easier but never reached that point. Those experiences shaped how I think about building a platform that meets real needs.
CROs are managing too many tools. The average sales organization relies on ten to twenty systems. Each promises to help but often creates more work. Sellers spend more time managing technology than talking to customers.
Sales leaders want technology that fits into the places they already work. Slack. Their CRM. Email. And now the AI assistants they rely on daily, like Claude or ChatGPT. Adding another system with another login slows them down.
When I look at what People.ai has built and where it is going, I see something valuable and rare. When you reach answer nirvana, you get specific, contextual answers at the moment you need them.
We have already seen how happy customers are once they arrive. Companies like Red Hat have seen 50% increases in win rates after adopting our platform. And I promise you, they did not work with us because we gave them another dashboard.
These results trace back to Oleg Rogynskyy’s 2016 vision that real competitive advantage would come from turning every sales interaction into actionable intelligence. That insight led to nearly a decade spent building a foundation most vendors skip. Reliable answers require reliable data. We built systems that match activity to context and extract what matters. That foundation is what makes transformations like Red Hat’s possible.
Every GTM team wants this level of success, and they can have it.
Bringing Answer Nirvana to You
No one wants to do the mental gymnastics required of jumping around multiple tools. With new protocols like MCP (Model Context Protocol), our customers don’t have to.
MCP standardizes how AI agents interact with external data sources and expert systems. In practice, that means your team's preferred AI assistant (Claude, ChatGPT, Copilot) can now work directly with People.ai to get the insights they need, all in one place.
For example, a seller can ask Claude about their pipeline health and get answers grounded in real activity data. A revenue leader can request a forecast analysis without opening another dashboard. This is already happening today, simply by connecting their AI agent to our platform.
This is the platform we've built and continue to improve upon. It’s agnostic to whether humans or agents are consuming the answers. It focuses on our core strength of turning complex revenue data into meaningful intelligence. It’s also, dare I say, fun to use and enjoyable across all teams and seniority levels.
The Work Ahead
Every revenue organization is on its own journey with AI. Some are using basic scorecards and relationship maps. Others are scaling forecasting and deal signals across the entire organization. The most advanced teams are exploring multi-agent workflows and new ways of working.
When you purchase People.ai, you get a faster path up that curve, no matter where you begin.
I look forward to what is ahead. We have built something unique over the past decade, and we are just beginning to see how powerful it can be in a world where answers matter more than applications. If any of this resonates with you and you want to get to answer nirvana, drop me a DM. I would be glad to share more.