There is an AI note at more and more meetings that can transcribe calls and provide operational items. Siro wants to do the same for salespeople who are on site and talk to customers face to face.

The company announced Wednesday that it has received $50 million in the Series B competition led by Signal Barrier, with participation from Dick Costolo and Adam Bain's VC company 01 Advisors. Square Cpo Saumil Mehta; business management software Squire, founder of Songe Laron and Dave Salvant; former Yelp senior vice president of Michael Stoppelman; former Snap Engineering VP Ding also competed in the competition.

So far, Siro has raised a total of $75 million.

Founder Jake Cronin’s idea of ​​Siro comes from university experience. One summer he can choose to work in an amusement park or sell a kitchen knife. He chose the latter and made a lot of money from it. The following year, he opened an office to hire other sales reps and let them sell their knives. But he realized that he could not help all the junior representatives on the ground.

A few years later, after working at McKinsey, Cronin began building Siro - his own coded core product.

“When I run a tool sales office, I realize a lot of sales work is manual and good software can have a lot of value,” he told TechCrunch in an interview. “The more I do with sales, the biggest opportunity here is not in terms of data enrichment or customer relationship management, but in improving the lives of the on-site sales representatives.”

Siro transcribes sales meetings through the app. Features include company-wide dashboards where salespeople can submit successful calls and sort them by peer engagement, allowing other reps to listen to top calls and gain insights on improving ground sales access.

Siroso trains models for industry-specific vertical industries—for example, for HVAC sales coaches, Cronin said. The company also uses a common model to evaluate how salespeople build rapport and deal with rejections.

Wayne Hu, a partner at SignalFire, said venture capital firms always want to invest in companies with strong business advantages in specific market segments.

“Siro’s solutions are helping to digitize the “dark matter” of offline conversations composed of sales activities that include on-site sales, with extensive scalability between vertical and depth of downstream actions that can be enabled from this data such as customer and product insights.”