AI has cracked open the possibility of reimagining entire categories of knowledge work. Selling, being one of the largest and most human-centric activities, presents both the biggest opportunity and the greatest challenge.
Thirty years ago, I was implementing Siebel for customers when the CRM category was just being born. I watched as this new software promised to revolutionize how companies managed customer relationships. Then came Salesforce, shifting everything from client-server to SaaS. The architecture changed, but something fundamental didn’t.
All these years later, CRM remains what it’s always been: a glorified record keeper. For salespeople, it’s a chore. For managers, it’s an aggregation tool. Nothing more.
The weight of complexity
As modern selling evolved to become more data-driven, we kept bolting on more tools. Each new solution promised to fix something, but instead added to the burden. Sales teams now juggle dozens of applications. Revenue operations teams spend their days maintaining fragile integrations that break constantly.
Complexity became the enemy of productivity. The very tools meant to help salespeople succeed became obstacles to their success.
Here’s what struck me: while CRM software represents a $50B market, the value of time sales teams spend on selling activities exceeds $1T. The software is just the tip of the iceberg. The real opportunity lies in transforming how salespeople spend their time.
Audacious vision, founder fit: How Aurasell is reimagining CRM
This is where Jason Eubanks and Srinivas Bandi, co-founders of Aurasell, enter the story.
While CRM incumbents remain mired in complexity, Aurasell approaches the market with a fresh lens, prioritizing how salespeople actually work in the field. The company is attacking not just a $50B software category, but the trillion-dollar productivity gap that exists when salespeople are forced to spend more time managing tools than selling.
Leading a founding investment in Aurasell $30M Seed round, is not about backing another feature-rich CRM; it’s about backing a platform that redefines the very relationship between sales teams and their software.
When Jason and Srinivas first approached us with their vision for Aurasell, I recognized something immediately. This wasn’t another incremental improvement or another tool to bolt onto the existing stack. They were taking on a big, hairy, audacious goal: completely reimagining how sales teams work in the age of AI. In our view, that’s where durable value is created.
Reinventing a category as established as CRM requires both deep domain expertise and exceptional technical execution. Jason brought decades of experience as a multi-time successful CRO, scaling companies from inception to hundreds of millions in revenue at remarkable growth rates. He understood the daily reality of sales teams because he’d lived it. Srinivas had spent his career building enterprise-grade software and scaling world-class engineering teams. He knew how to turn ambitious visions into robust, scalable products.
From vision to product
It’s been a year since Jason and Srinivas started building. What they’ve created in that time validates everything we believe about Product First investing.
They didn’t start with wireframes or pitch decks. They started by building. They put working software in the hands of early design partners. They listened, iterated, and refined. The result is something I genuinely believe will transform how sales teams work.
Aursell isn’t just another CRM. It’s the CRM that both sellers and sales managers will actually love. They built AI that works elegantly in the background throughout every aspect of the selling cycle. No more data entry. No more manual follow-ups. No more hours spent on administrative tasks.
Instead, salespeople can focus on what they do best: building relationships with customers. Sales leaders can spend their time coaching and developing their teams rather than chasing reports.
The product speaks
What excites us most about Aurasell isn’t just the market opportunity or the team’s credentials. It’s what the product itself reveals.
In every decision, we see the fingerprints of builders who deeply understand the problem they’re solving. The attention to detail that others might call obsessive. The velocity of learning and improvement. The early user feedback that goes beyond politeness to genuine enthusiasm.
Their early design partners aren’t just satisfied. They’re delighted. That’s the kind of signal we look for: when users encounter something that makes them wonder why it didn’t exist before.
Why this matters for builders
At N47, we could not be more thrilled to partner with Jason and Srinivas from Day 1. They exemplify everything we mean by Product First.
Their craftsmanship shows in every pixel. Their customer focus drives every feature. Their intensity pushes them to solve the hard problems others avoid. Most importantly, we see clearly that they’re not just building a better CRM. They’re changing how sales teams work when AI is truly put to work for them.
This is what we live for: that moment when exceptional builders tackle massive problems with products that reveal their full potential. When conviction meets execution. When the threads of something transformative begin to form.
The beginning of something bigger
Aurasell’s journey is just beginning, but the early signals are unmistakable. A product that delights users. Builders with the rare combination of sales and technical expertise. A vision that reimagines rather than iterates.
This is the kind of moment we seek. Not the polished pitch or the perfected metrics. The moment when your product begins to speak, and what it says, hints at a fundamentally different future.
Right at the beginning of greatness.
