Siro Raises $50M to Transform Field Sales with AI Note-Taking

In an era where AI note-taking is becoming common in virtual meetings, Siro is pioneering similar technology for face-to-face sales interactions. The company recently announced a $50 million Series B funding round led by SignalFire, bringing its total funding to $75 million. This investment underscores the growing demand for AI solutions that support on-ground sales teams.

Founder Jake Cronin's inspiration for Siro originated from his early sales experience selling kitchen knives door-to-door. Managing a sales office without being physically present to coach junior reps highlighted the need for better tools to support field sales. After working at McKinsey, Cronin developed Siro to automate and enhance the manual aspects of sales work.

Siro’s core offering is an app that transcribes sales meetings in real time. It features a company-wide dashboard where sales representatives can submit successful calls, which are then sorted by peer engagement. This allows reps to listen to top-performing calls and gain actionable insights to improve their own sales techniques during in-person visits.

The platform leverages AI models tailored to specific industry verticals, such as HVAC sales coaching, alongside general-purpose models that assess how well salespeople build rapport and handle objections. This dual approach enables highly relevant feedback and coaching, directly addressing the nuances of different sales environments.

Wayne Hu, partner at SignalFire, emphasized that Siro’s ability to digitize the “dark matter” of offline sales conversations offers broad applicability across industries. By capturing and analyzing these interactions, companies can extract valuable customer and product insights, driving smarter business decisions and enhancing sales effectiveness.

Siro’s innovative approach addresses a critical gap in sales technology by focusing on the frontline sales experience rather than just CRM data enrichment. This solution empowers sales teams with actionable intelligence derived from real-world conversations, ultimately improving coaching, performance, and customer engagement.