For CROs
You've got a bigger number and the same number of reps.
We help Chief Revenue Officers build an AI-native sales function: your targets, mapped to the processes and people behind them, with agents and skills on the steps that move the number.
The problem
Your reps spend three days a week not selling.
Call notes, CRM updates, account research and quotes take the hours before anyone gets in front of a buyer. Claude can take on that work, and the selling stays with your team.
- 60%
- of a sales rep's week goes on work other than selling Source: Salesforce, State of Sales, 7th edition (2025)
- 94%
- of sales leaders using agents say they're essential to growth Source: Salesforce, State of Sales, 7th edition (2025)
Work out your number
Reps × hours a week each spends on call notes, CRM updates, research and quotes × 52 = your team's selling hours a year that go somewhere else
Ask three reps to log one normal week. Count call notes and CRM updates separately from research, because each has its own agent.
What you're measured on
The numbers you're measured on
Every agent and skill we put in place is tied to one of these, and measured before and after.
- Pipeline coverage
- More qualified pipeline from the same team, with every inbound lead answered and every target account researched.
- Win rate
- Deals are qualified properly before they enter the forecast, and reps walk into every call prepared.
- Average deal size
- Account research finds the other teams and use cases in each customer before the proposal goes out.
- Sales cycle length
- Follow-ups go out the same day and proposals in hours, so deals don't stall waiting on your team.
- Forecast accuracy
- The CRM is current after every call, and stale deals get flagged before the forecast call.
- Rep ramp time
- New reps learn your sales playbook from a skill that coaches them on live deals.
The work behind the numbers
The work behind them
These six processes fill a sales team's week. We start with the one that has the biggest effect on pipeline coverage and bookings.
- 01
Prospecting and pipeline generation
Finding the right accounts, answering inbound leads and booking first meetings.
Moves: Pipeline coverage
- 02
Qualification and discovery
Researching the account before the call, and qualifying the deal once you've spoken.
Moves: Win rate
- 03
Call follow-up and CRM updates
Writing up every call, updating the deal and sending the follow-up the same day.
Moves: Sales cycle length
- 04
Proposals and quotes
Turning discovery notes into a proposal and a quote the buyer can sign.
Moves: Average deal size
- 05
Forecasting and deal coaching
Pipeline reviews, deal inspection and a forecast you can stand behind.
Moves: Forecast accuracy
- 06
Renewals and expansion
Spotting accounts at risk, planning renewals and finding the next deal in each customer.
Moves: Average deal size
Your team, AI-native
Your team, AI-native
The same roles you have today, with agents and skills taking on the work that fills their week.
SDRs and BDRs
Today Research accounts by hand, answer inbound leads in office hours and chase cold lists.
With AI Take the meetings an agent books, with the account research already done.
Account executives
Today Write up every call, update the CRM at the end of the day and build proposals from scratch.
With AI Review the call summary and follow-up an agent drafts, and edit a proposal that's already written.
Sales managers
Today Spend pipeline reviews asking what happened on each deal.
With AI Coach on the deals a skill flags, with the qualification gaps already listed.
Revenue operations
Today Clean the CRM, chase missing fields and rebuild the forecast every week.
With AI Sets the rules, while agents keep the CRM current and flag the exceptions.
What you get
The agents and skills you get
Each one sits on a process above. We set them up for your team, your systems and your sales process.
- Agent
Sales operations agent
Call follow-up and CRM updates
Reads every call, updates the deal in your CRM, drafts the follow-up and tells the rep when a deal needs attention.
Runs on
- Managed Agents
- Call transcription
- CRM
- Email and calendar
You get
- Your CRM updated after every call
- A follow-up drafted for the rep to review and send
- An alert when a deal goes quiet
- Agent
Inbound BDR agent
Prospecting and pipeline generation
Reads every enquiry, researches the company, replies within minutes and books the meeting. Your team owns the conversation.
Runs on
- Managed Agents
- Skills
- CRM
- Email and calendar
You get
- The agent live on your website forms
- Your qualification rules, written as a skill
- Every conversation logged in your CRM
- Agent
Account research agent
Qualification and discovery
Researches the account and the people on the call, and writes a brief the rep reads before they dial in.
Runs on
- Managed Agents
- Claude in Chrome
- Contact and company data
- CRM
You get
- A call brief before every first meeting
- The buying committee, with what each person cares about
- Research saved to the account in your CRM
- Agent
Deal coach agent
Forecasting and deal coaching
Pressure-tests every deal in the forecast, shows where the qualification is thin and tells the rep what to do next to win it.
Runs on
- Managed Agents
- MEDDPICC
- CRM
You get
- A review of every deal before the forecast call
- The qualification gaps on each deal, in order
- A next step for the rep on every deal it flags
- Agent
Renewals agent
Renewals and expansion
Watches contract dates and account activity, flags the accounts at risk and drafts the renewal plan for the account owner.
Runs on
- Managed Agents
- CRM
You get
- A list of renewals coming up, with the risky ones first
- A renewal plan drafted for each account
- Expansion ideas from what the customer already uses
- Skill
The Qualified Sales Leader
Forecasting and deal coaching
Puts the methodology from The Qualified Sales Leader into practice, for qualifying deals, coaching reps on live opportunities and building the forecast.
Runs on
- Skills
- The Qualified Sales Leader
You get
- A deal qualification your managers can run in any call
- Coaching questions for each rep on their live deals
- Skill
Proposal skill
Proposals and quotes
Drafts the proposal from your discovery notes, in your format and with your pricing rules, for the rep to edit.
Runs on
- Skills
- Decks and docs
- CRM
- Proposals and e-signature
You get
- A first draft of every proposal, the same day as the call
- Your format, wording and pricing rules applied every time
- Skill
Pipeline clean-up skill
Forecasting and deal coaching
Finds stale deals, missing next steps and empty fields across the pipeline, and lists what to fix before the forecast call.
Runs on
- Skills
- CRM
You get
- A clean-up list for each rep before every forecast call
- Deals with no next step, flagged by owner
The stack
The stack we bring
Claude at the centre of your sales team, connected to the systems your sellers already use, with the skills and frameworks we build in.
Claude features your team learns
- Skills
- Packaged instructions that teach Claude how your team sells. Your company's own, or ones we build for you. Anthropic
- Decks and docs
- Claude creates the proposal, the account plan or the QBR deck itself, ready to edit. Anthropic
- Claude in Chrome
- Claude works in your browser, researching accounts and people the way a rep would. Anthropic
- Projects
- A shared workspace per account or deal, with the context kept between calls. Anthropic
Skills and plugins we install
- Kowalah Plugin
- Your goals, pipeline processes and operating model inside Claude, so it answers as someone who knows your business. Free to start. Kowalah
- Sales plugin
- Anthropic's own sales plugin for Claude: account research, call prep and call follow-up, connected to your CRM. Anthropic
- Prospecting skill
- Your ideal customer, your messaging and your sequences, so every rep prospects the same way. Kowalah
- Sales playbook skill
- Your sales methodology and talk tracks, so Claude coaches to how your team sells. Kowalah
Connectors we set up
- CRM
- Salesforce or HubSpot, with accounts, deals and pipeline inside the conversation.
- Call transcription
- Every call's transcript in Claude, from Granola or the recorder your team already uses.
- Email and calendar
- Gmail or Outlook, so Claude drafts the follow-up and books the next meeting.
- Contact and company data
- The contact database your team already pays for, so research starts from real data.
- Proposals and e-signature
- Your proposal tool, so a draft becomes a document the buyer can sign.
- Slack or Teams
- Deal alerts and agent updates where your team already talks.
Frameworks we build on
- The Qualified Sales Leader
- Deal qualification, coaching and forecasting that a sales leader can stand behind. John McMahon
- The Challenger Sale
- Teach the buyer something new, tailor it to them, and take control of the sale. Matthew Dixon and Brent Adamson
- MEDDPICC
- The deal qualification checklist: metrics, economic buyer, decision criteria, decision process, paper process, pain, champion and competition.
Agents
- Managed Agents
- Anthropic's platform for running agents in production. Anthropic
- Agent Hub
- Every agent your team runs, with its owner and its daily cost, on one screen. Kowalah
One process, start to finish
Before and after: a discovery call
From the end of the call to the follow-up in the buyer's inbox, with the rep approving what goes out.
Before
- The call ends and the rep moves straight to the next one.
- Notes get written up at the end of the day, from memory.
- The deal in the CRM gets updated if there's time.
- The follow-up email goes out the next day.
- In the pipeline review, the manager asks what happened.
With Claude
- The call notes are captured as it happens.
- The sales operations agent updates the deal and drafts the follow-up.
- The rep reviews the follow-up and sends it the same day.
The Kowalah Way
How we do it
- Start from your number. We map your bookings target to the processes and people behind it, and start where the return is clearest.
- One process at a time. We put agents and skills on one process, measure it against your KPI, and move to the next once it's proven.
- Your systems, your rules. Agents work inside Salesforce, HubSpot and the tools your team already uses. They start read-only, and you decide what they can send.
How we'd work with you
How we'd work with you
Start with a health check or a quick start, and get something useful before anything bigger is agreed. Everything else builds from there.
Strategy & Advisory
What should we do?
-
AI health check
What you've got today and whether it's set up right: accounts, connectors, agents and skills, which connectors to approve, and what to fix first.
-
AI sales plan
The KPIs to measure, the processes to change first, the tools you need, and a 12-month plan your CEO can read.
Design & Build
Build it for us
-
Quick start
Your team set up and working in Claude: accounts and permissions sorted, your CRM, email and call recorder connected, and your first skills built.
-
Sales playbook skill
Your sales methodology and messaging turned into a Claude skill every rep uses.
Change Enablement
Get my team using it
-
Claude for Sales workshop
A session for your sales team on the tools, the skills and the stack on this page.
-
Team training
Training by role, a champions network inside the team, and adoption measured.
Managed Services
Keep it improving
-
Expert Requests
New skills, agent changes, fixes and training on request. Bought as a pack, or quarterly or annually.
-
Kowalah Platform
Your requests, agents and accelerators in one place, with new accelerators added as we build them.
Questions
What CROs ask first
How can AI help a sales team hit its number?
It takes on the work around selling: call notes, CRM updates, account research, proposals and pipeline clean-up. Your reps spend the hours they get back in front of buyers.
Is this for sales directors as well as CROs?
Yes. It's for whoever owns the number: Chief Revenue Officer, VP of Sales, Sales Director, Head of Sales or Head of Revenue Operations.
Should we buy an AI SDR tool?
If outbound volume is your gap, an AI SDR tool adds volume. We start one step earlier: which accounts to go after, what to say, and what happens to the replies, so the volume turns into pipeline. The tools you already have stay in place.
Which CRMs does it work with?
Salesforce and HubSpot, plus Google Workspace and Microsoft 365. A connector sees only what the person using it can already see.
Will agents send anything to customers on their own?
Only what you agree up front. The inbound agent replies to enquiries within the rules you set. Follow-ups and proposals start as drafts that the rep approves.
Do we need Claude or Anthropic to start?
No. We build on Claude by default, and on the AI your company already uses where that's the better fit.
What happens in the 45-minute session?
We take your bookings target and walk through your processes and team with you. You leave with a one-page plan: the first three processes to change, the agents and skills for each, and how your team changes.
Ready when you are
Bring your number. Leave with a plan.
A free 45-minute working session with a Kowalah consultant. We take your bookings target, map it to your processes and team, and you leave with a one-page plan: the first three processes to change, the agents and skills for each, and how your team changes. When you book, our own inbound agent replies within minutes.