Ghent-based Donna, a proactive AI assistant
for field sales teams, has raised $4.8 million in new funding to accelerate
international expansion and cement its position in field sales enablement. The
round is led by Frontline Ventures, with participation from existing investors
and a group of seasoned angel investors.
Field sales teams across industries have
long been underserved. Although these professionals spend most of their time on
the road, most sales tools are designed for desk-based users. Mobile apps are
often difficult to use, CRM adoption is low, and important context is
frequently lost between meetings.
Donna aims to address this gap by turning
commute time, customer visits, and other on-the-go moments into productive
selling time. The assistant provides timely prompts, prepares reps with
relevant information before each meeting, and manages sales administration
end-to-end by automatically capturing interactions. As a result, customers
report up to 75 per cent less admin, higher CRM adoption and data quality, and
up to 20 per cent higher close rates.
Donna has evolved from a voice-to-CRM tool
into a multimodal, always-on AI assistant that anticipates the needs of field
sales teams, understands their business context, and automates routine tasks
such as meeting notes and follow-up emails in real time. By building a
comprehensive “system of context” around each salesperson, Donna is designed to
help them work more efficiently and consistently.
Donna’s co-CEO and co-founder, Nicolas Christiaen, noted that field sales teams have long been overlooked:
They’re under pressure to do more with
fewer resources, yet the tools designed for them have barely evolved. Donna
changes that. She briefs you before every meeting, captures every detail
during, and handles the admin after so field sales teams can focus entirely on
their customers.
Since its launch in 2023, Donna has been
adopted by field sales teams at companies such as ABB, Atlas Copco, Luminus,
and Liantis, and has established partnerships with Deloitte, PwC, and Orion
Global Solutions. The platform offers deep integrations with major CRM and
enterprise systems, including Salesforce, SAP, Microsoft Dynamics 365, and
HubSpot.
The new funding will be used to further develop
Donna’s product and expand go-to-market operations across Europe and the United
States.