The firm's objective is to enable client sales teams to revamp their sales motion — by helping them leverage a data-driven approach based on analytics and intelligence.

The firm's clients typically pursue large opportunities that could range from tens of millions in value to multiple billions. The firm does everything it can to enable them to get these deals to the finish line. It makes use of cuttingedge technology and next-generation analytics in order to ensure that its clients can stand out from their competition during deal pursuit.

The firm’s job is to increase the odds of their clients' success through the use of various levers: meticulous research, existing technology, discovery of gaps in the market, and deployment of tools and processes to fill those gaps.

By the nature of its work, its Technology Sales consulting team has always had a vantage point that allows it to look ahead: a clear picture of the larger sales landscape, a close view of changes at play in the market, and an ability to spot trends earlier than most. Hence, early in 2020, as physical interactions stopped and sales suddenly went virtual, it realized a critical need for far more sophisticated buyer intelligence - much before the rest of the world.

The firm realized that virtual selling was here to stay even in the post- COVID world, and the only way to help its clients replicate the trust, relationships and ‘human connection’ that is so vital to large dealmaking, was going to be through the use of advanced AI. It therefore turned to Humantic AI to bring next-generation buyer insights and personality AI capability to its clients, for whom the world had changed suddenly, and drastically.

Personality AI is the only AI that allows salespeople to understand their buyers at a deep, human level before they even meet them. It helps salespeople understand what motivates their buyers, what drives their decision-making and exactly what landmines must be avoided at all costs when dealing with multiple stakeholders who are part of a larger group.

In late 2020, 3 of the firm's consultants, as part of the Sales 2.0 initiative, started using the Humantic Personality AI assistant. They would look up their client’s potential buyers (or other relevant stakeholders) on LinkedIn, and then leverage the predictions by Humantic AI while crafting their recommended strategy. They would include personality profiles created by Humantic’s AI into client deliverables and present the full solution to their client to equip them to succeed during their deal pursuit.

While Humantic AI started as a bolt-on to the firm’s core offering, it's now evolving into something a lot more central. Consultants from the firm realized that they were not just able to provide standalone insights about stakeholders, they were also able to use the insights to create playbooks for several steps of the sales process: discovery, demo, objection handling, even negotiation and closing.