Driving Change in GTM: Real-Time AI for Live Coaching

Julia Nimchinski:

Thanks, and we are transitioning to our next session. Welcome to the show, Eldad Post and Koran, CEO and co-founder of Winnea. Aldad.

Live TV? I just saw him, and he’s gone. One second here… Give us a minute… Elm Dad will be joining us in a minute.

Apologies. And you’re back!

Eldad Postan-Koren:

Oh my god, oh my god, what a bad timing to do a restart for the computer.

Julia Nimchinski:

Welcome to the age of Gen Tech. How are you doing?

Eldad Postan-Koren:

Good, good, good to see you again, long time.

Julia Nimchinski:

It’s been a long time. What’s new?

What’s the latest and greatest?

Eldad Postan-Koren:

Oh, wow. First of all, I have a newborn, so I need to sleep more. That’s in addition to having, you know, a startup, growing startup, so, you know, it’s not a boring moment.

Julia Nimchinski:

Life’s busy. I rent it.

Eldad Postan-Koren:

Sorry?

Julia Nimchinski:

Let’s dive into it!

Eldad Postan-Koren:

Yeah, right, so… yeah, it’s, it’s, You need to find a balance.

Julia Nimchinski:

Definitely. Well, super excited for your demo, Dad.

Eldad Postan-Koren:

Me too, me too. Cool, so just to take the lead here?

Julia Nimchinski:

Yep.

Eldad Postan-Koren:

Amazing. So, hi everyone!

It’s strange not to see you, but I’m feeling you. So I’m Eldad, co-founder and CEO of, WinAI.

In the next 20 minutes, we’re gonna speak briefly about, you know, cells and AI, agents, and so on. But I think that the most interesting thing is to go back to the very basic question.

Can you see my screen, Julia? Why the hell… Don’t my reps listen to me? And I think that every manager, every sales manager across the world asks himself when he, you know, watching a recording or sitting next to them, why the hell you don’t follow what I want you to follow?

And I think that that very basic question is what I’m really interested to tackle today.

So, you know, we all know those moments, you know, when the rep is not prepared for the meeting, they, you know, made up answers, bad discovery, no next steps, empty CRM fields, unprepared.

We call those moments the nobody-listens-to-me moment, and that’s when you want to, you know, you just want to die, and you know, like, what’s going on here? And, you know, it’s very easy to say, okay, reps are lazy, or reps don’t care, or whatever it is.

But we believe, or I personally believe, that they’re more overwhelmed other than anything else.

So, the problem is not the effort, it’s the execution itself.

Now, let’s take the next couple of minutes to speak about this scale problem, the execution problem, and it all starts with, you know, the… you have a small team, 5 salespeople.

you know, plus minutes. And you have a sales leader, you have weekly meetings, you have call reviews, day reviews, whatever it is, you know, no problems, usually.

It’s quite straightforward. And then, the company grows, things looks good, and we have team leads, and we have more reps, so we are starting to create, you know, a playbook, training, rev ops, enablement.

We created another level of separation between the sales leader to the reps. Bringing change to the field. Monitoring, affecting, and making sure what you want is actually happening became.

Harder. And then the company continues, and grow more, and we are not in the team of, you know, 15, we’re in 1500.

And we have a CRO, and VPs, and AVPs, and directors, and team leads.

And what happens in this situation is that the CRO have almost zero impact on what the user is doing, and then, once again, you have the nobody, nobody listens to me moment.

Now, you know, we all try to solve those problems, and that’s a problem, it’s not a new problem, you know, it’s for decades, or from the moment that people start to sell in scale.

So what we try to do is sales playbook, weekly meetings, mandatory filled, right?

You know, hey, if people don’t follow it, let’s do it mandatory. We know what’s the end of it. Let’s do more training, let’s do recording, conversational intelligence, revenue intelligence.

This problem still exists today, even we tried all of those. And the question is, does it work?

And as I already spoke at the beginning… the next slide, you understand that it doesn’t work.

Right? And it drives us crazy.

Like, we… we see a recording, a CRO, a CEO of a company see a salesperson on a call, and he’s like, what the hell he’s doing? Like, he’s not showing demo, I tell them to show a demo, he’s not asking the right question, I told them to ask the right question. And it’s so frustrating.

Now… just because you know what you should do, doesn’t mean you will do it.

I know it sounds ridiculous, I know it sounds absurd, but that’s the reality. And I want to give you a different example, because today, you know, we said that we’re going to speak about sales, and agent, and AI, and etc.

But I want to speak about the easiest playbook on Earth?

And it’s not about sales, and it’s not about customer success, closing deals, it’s not about nothing about that.

It’s about our health, which is, probably, you will agree, much more, you know, important than, you know, getting a better paycheck. So, we all know the, the well-known playbook, one pill, once a day.

And how hard is to follow this playbook?

You know, I personally, I need to take a pill. I think I forget it, like, 50 times of, you know, and it really affects my health.

So… you know, even this very, very straightforward one pill, once a day fails.

And the question is, why?

And the answer is, unfortunately, sorry for… to be, you know, the party pooper, it’s the human nature.

Okay, we suck. Okay? So, and we definitely suck in… Being consistent over time To follow procedures, to follow instructions, to follow the playbook.

To jump on a call. on Monday morning, and then another call, and then another call, and then another call, and then another call, and to do it around the clock, 200 days, you know, a year, and to do it for 4 years. That’s hard.

And, you know, it’s frustrating for the managers, but the managers understand that when they were in their, you know, rep shoes.

They probably were, you know, more or less the same. So… you know, I’m not here to be only a party pooper.

We came here to celebrate and enjoy life. So, you know, let’s speak about another reality, that reps actually follow the playbook, or actually follow, you know, what you want them to follow, okay?

So, how do we solve this execution problem?

So… you know, let’s… let’s take a step back and think about, like, how we try to solve those things, okay?

So, around 30 years ago, we said, okay, we need one single source of truth, okay?

If we will have one single source of truth.

Execution problem is solved, because everyone knows what they’re working on, and the data, and everything, okay? Failed. I don’t remember the Excel… I think it was, like, almost 30 years ago, right?

And the concept of CRM is not Salesforce.

Salesforce is 30 years ago. So, failed.

And then we said, okay, listen, we must get full visibility in order to unlock reality.

You know, let’s see everything, you know, the light of the sun is the best, you know, the best thing could be, so let’s see everything. But once again, still, so now we’re watching recording, and we see people don’t follow what we want them to follow.

Okay, so that’s failed as well. And then, a couple of years ago, 3 years ago, GPT came to life, and we said, okay, insights will… and automation will help us.

Okay, because that, now, things will be great, and people will follow what we do, and 3 years have, you know, have gone, and once again, that’s also not solved. So, hope you like this show.

Now, how could it be?

that in the world that Salesforce is up and running for 26 years, Gong is up and running for 10 years, and GPT is here around 3 years, how could it be that Pavilion is saying, hey guys, and in the last research. 69% of the reps are missing the quota. How could it be?

It’s probably, you know, with GPT, with Gong, with, you know, conversational intelligence, with CRM, everything should be perfect. And that’s the moment you understand, guys, the problem is not you know, data, the problem is not insights and not visibility.

We need to take an action. Let’s go to another word.

We believe that the only effective way to change people’s behavior is with real-time guidance. All of us, as consumers. felt it on our own experience.

So, you know, till, I would say, the 90s, the late 90s, I got lost around, once a week, okay?

My orientation is very, very bad. I got it from my mom, I got it from… she got it from her father, so… A side note, my grandfather, who I didn’t know, unfortunately. would say every night when he came back home to his wife, my grandmother, be happy that I got back.

It doesn’t matter when, be happy that I got back. Okay, so this is inherited in our family that we are lacking, you know, orientation. GPT… GPT, sorry, GPS and Waze really changed my life, and how they changed my life, with real-time guidance, because it’s really changed how I behave on the road, but also tools like, you know, Grammarly and GitHub Copilot really change how we write emails or code, or whatever it is, because they guide us where we are, on the road, on the email, on wherever we write the code.

And guide us what should we do.

So, if you really want to change behavior, it should happen with real time.

And go-to-market is no different.

Because go-to-market is dealing with people, the same as navigation, the same as writing email, and the same as writing code.

It’s all about people. And what works for people is real-time guidance.

What the hell is vibe selling, okay?

So, vibe selling is this concept that we believe that there are 5 pillars to this Vibe selling platform.

The first thing says, hey, efficiency should be AI-powered. It’s… it’s a must. Second, I must get, you know.

I’m in an organization of 10,000 reps, whatever. There is a playbook, there is a agenda, there is a way, a method, a process, a process, whatever you want to call it. A framework that I should follow.

So, hey, let’s put it on the right side of the screen.

Let’s make sure that in real time, I’m, you know, tracking and making sure that you cover everything you need to cover, even if you do, like, 5 calls per day.

The third pillar is to get the right answer at the right time. And the right answer at the right time can be different things.

For example. We have a customer on Kaseya, we’re gonna speak about it in a second. They have 49 different products.

What are the chances for the account manager in Kaseya to remember data about 49 different products?

So, if a customer asks you a question, or prospect asks you a question, you should have the right answer in real time.

you get a pushback about a competitor, you get a pushback about pricing, or whatever it is. Hey, here’s a suggestion, what you should answer, or here’s a great question to ask when people, you know, give you this pushback. And that also takes me, of course, to the world of life coaching.

And everything should go also to real-time insights for the managers.

So, these five pillars, this is what we see as vibe selling.

And since it’s a practical session, I want to speak about the practical, you know, use cases.

So, the first one is still, one of the craziest companies on Earth.

How much the last valuation? Like, $17 trillion, billion, whatever? So, crazy.

It’s a crazy story. They met growth like crazy, okay? Now… you want to grow like crazy, but first, you want to go and sell upsell, not only mid-market and SMB, okay?

You need to be more, your sales professionalism should be higher. You have tons of, territories, you have tons of, you know, not one product, multi-product, you have, different segments. You need one single source of truth.

And… you know, one of the problems was that they didn’t have literally nothing data, no data in the CRM, and then the forecasting was, you know, very low confidence.

With real-time guidance. we were the only AI tool that they tried, and they tried a couple of our, you know, competitors. We were the only one who were able to improve their adherence to the sales methodology, or the qualification framework, whatever you want to call it, in 31% in 4 weeks.

Now, that came from the fact that we guided real time, in real time, the reps how, like, what they’re missing and what they should ask next.

Next. But… You know, better adoption of the sales methodology doesn’t stand on its own.

It should impact the bottom line, the business itself. So, 5 months after, we saw that their win rate with WinAI was up in 33%.

Let’s take another example.

Kaseya, once again, another crazy company. I love to work only with crazy companies. This is why I like Julia.

No, I’m sorry, I’m joking. Now… Kaseya is crazy, because a different, perspective.

5 days a week. in office, no hybrid, very, you know, like the wolf from Wall Street. you know, reps and reps and reps and reps and reps, like, it’s over 1,000 reps, couple of buildings, it’s crazy, downtown, downtown Miami.

And they sell 49 products!

Because they had, if I’m not mistaken, 11, acquisitions in the last couple of years.

So every time they, you know, buy another tool.

And, different territories all across Europe, all across the US, you know, all over.

And they understood that the chaos is everywhere.

And they need to create some kind of operating system.

And we call it playbookizing everything.

So once again, that’s the, you know, the stats of the company.

What we did… On top of our platform, we have the flexibility and the ability to customize every playbook, and the playbook could be discovery, demo, negotiation, closing, eBaya, QBR, whatever it is.

And once again, when the conversation happens, it’s on the right side of the screen.

We created 32 different playbooks that fit to the different place DR, AMs, account executive, customer success, even collection calls all over the place. So it’s really like a glove that fits 100% to every kind of call, every kind of team, in every territory, in every product.

Once again, we started with those, we added those. We even got into the one-on- one and, you know, deal review, which is, like, internally even meeting. It’s not between, you know, a prospect or a customer with a rep.

So think that we… playbookized.

Every conversation in the organization with real-time guidance that specifically fit to this specific conversation And that was, like, magic. And that created, you know, alignment across the board, whether, you know, between the customer, between the go-to-market leadership.

And what’s beautiful about it, that I’m talking about alignment, and usually it’s very connected to enforcement.

But because we’re also solving, and going back here, those problems.

The efficiency, which this is the number one problem for the reps themselves, it became… such a popular product, so when I’m going to Kasa, and I’m on the corridors of Kasa, it’s the only place on Earth that I’m a celebrity. If I’m wearing this shirt, I’m a celebrity.

People take selfies with me, I swear to God. Shake my hands, give me high fives, fist bomb, whatever. So… And that came from the fact that we didn’t pick the road of enforcement, we created a win-win situation, sorry for being cheesy, and that created empowerment.

So, I hope you like this meme.

I know he’s not, like, 100% like the original actor, but, you know, this is the limitation of AI. So, what my message to you today is… to say, guys, if the conversation is done, it’s already too late.

It’s what we call post-mortem. It’s retrospective, you know, after the call, but actually it’s post- mortem. If you want really to change how people behave, you should do it now.

Julia Nimchinski:

Such an amazing presentation. Thank you so much, Eldad.

Eldad Postan-Koren:

Thanks so much, Baldad.

Julia Nimchinski:

And we are transitioning to our Q&A here.

Curious to get your take, we have a lot of mid-market and enterprise folks here, so for a bigger company like your customers to showcase What is the hardest transition point, just replacing traditional enablement, like, as you mentioned, and the trainers and all that, was something that you showcased?

Eldad Postan-Koren:

Yeah, it’s, you know, it’s a fair question, and I think that there is value in enablement, in the traditional enablement. I love force management. For example, there are, you know, amazing, the best trainer, the best, you know, materials.

But we need to be… we need to acknowledge the limitation of this.

So, you know, you have a skill, and then you ask… you say, hey, John Kaplan, come and tell us, you know, how to do it in XYZ, and let’s do workshops and training, and… But what happens 2 weeks after?

What happens 2 months after?

So, there’s a huge impact for in-person training, coaching, and… and that’s… I think it’s… it’s, it’s, it’s great, it’s great.

But what happens the day after?

What happens the, you know, one month after?

So, once again, once again, I don’t think it’s one or another.

I don’t… I think it’s more, like, complementary, so that’s one thing. On the other hand, the more traditional things, like, I don’t know, the LMS, I don’t know, people do actually go to the LMS and train themselves and ask questions, and, you know, probably if you go and look for, you know, the traditional LMS, what’s the usage? I would assume it will be one digit percent.

Why? Once again, I don’t think we are lazy. I think that we are… You know, we want to go into the action, we want to be, you know, in the work.

to stop yourself and to say, hey, I need to coach myself, and I need to learn more about the product, I need to learn more about, you know, sales professionalism. Some people do it, but not the 80%.

Julia Nimchinski:

Aldad, folks are asking here about the interface itself, so how does real-time AI coaching actually work during live sales conversations? And we obviously, you know, seeing all of the robots, faces, agents, whatever you call it, curious how you’re approaching it at Windet AI.

Eldad Postan-Koren:

Yeah, so, you know, we don’t believe that people, you know, we don’t think that AI will replace salespeople tomorrow morning. Maybe it will happen maybe in some positions, but the way we think about, the way, we believe, is augmentation. And augmentation is sit, or what we like to do to call the no UX UX, okay?

So, I want to show you a quick example.

Because I think that, you know, visualization is always the best.

Actually, you’re gonna be the first one in the world, who I’m gonna show you it. It’s the new UI we have. So, you know, it literally was released yesterday.

Hopefully, my product team won’t kill me. So… Let me show you this… Shahakam, I hope I’m not off the script here and doing things that you will kill me afterwards.

Cool. So this is the new UI.

So think that this is on the right side of the screen, okay?

The only one who can see it is the salesperson, even if he or she is sharing the screen. It’s on the Zoom, Google Meet, Teams, any dialer. And in real time, as we speak, you know.

For example, now I covered team size. So, what you saw here, so in 2 seconds after I mentioned team size, for example, it jumped from my agenda into here, okay?

So, very easily, I understand, okay, that was covered.

Now, I can see, hey, video meeting was covered, okay?

You see also the bar on the upper side, that that was completed. Now, for example, you know, I covered the CRM, you hear it without the sound, so imagine that the sound is up and running.

And then, I’ve been asked, you know, what’s the difference between you and your competitor?

Or, like, do you support Spanish, or do you support whatever it is? Because, you know, questions come during the conversation.

So, putting aside the playbook and making sure that you actually follow the playbook, as I said, one of the values of vibe selling is to have the right answer in the right time.

So here, 3 seconds before, I said, hey, what’s the difference between you and Gong?

And boom!

On the spot, I get Gong is post-call analytics, while we focus on real-time. If I want to see the data that was captured, you can see it here.

Once again, you can see it here, the team size that was captured, and the video, the CRM, pain point, purchasing process, decision-making process, everything, you can see here. And, you know, just to show another last example of, you know, Q&A, like, question that’s being asked.

So for example… oh, I see, I don’t have it here, but for example, you’re like, hey, do you support, I don’t know, outreach?

Yes, we support outreach, and you get it 2 seconds after it happened. So, once again, our perception is augmentation of where the salesperson is.

We are not… we don’t want them to go to another platform. People suffer from day… from platform fatigue. We want to be where they are.

In the moment they need, and what they need.

Julia Nimchinski:

Amazing. Eldad, curious to hear a little bit more about the founding story. What inspired you to take on this problem?

Eldad Postan-Koren:

Yeah, it’s… it’s… actually, it’s… I think it’s… it’s an interesting story, because… because I’m coming from a very diverse background. I was many years in the Navy, I was many years in the world of social entrepreneurship, I founded two NGOs. not advanced to sales at all.

I was an entrepreneur always, but, you know, not startups, not high-tech. I didn’t know equity till the age of 31, I didn’t know what equity is. I swear to God, people were making jokes on that.

And then around 8 years ago, I decided that I’m gonna do a shift in my life, went to be a… a salesperson in an Israeli startup in the world of diabetes, became the first salesperson there.

Sold to hospitals in the US, which is the worst thing on Earth. Never do it. But I really fell in love with sales.

Like, loved the energy, the pace, the combination between EQ and IQ, everything, but I really, really, really, really hated updating the CRM. That was the first aha moment. The second aha moment was… One year later, became… I became the head of sales, I had a couple of EEs, SDRs, customer success, and I discovered how difficult it is to create the alignment and consistency between everyone, so what I did is to write a playbook, and literally the day after I wrote the playbook, nobody used that, and that was my second aha moment.

And that led us to Build WinAI.

Julia Nimchinski:

Amazing. Ildad, everybody’s just… we basically live at a time when there are no 100% experts, so everybody is going through the shift of AI-native, everything, reconsidering how you build sales teams, GTM teams, obviously desiling, all of the marketing, sales, traditional. type of barriers in customer success.

I’m curious, how are you doing this internally? Do you use Win AI?

Eldad Postan-Koren:

Oh my god, I am such obsessed with using WinAI. First of all, it’s really changed my life. Because I personally hated updating the CRM, I forget to ask things, I, you know, many times I tell my team, I’m very happy that we built WinAir for myself, and I’m happy to share it with the world.

So, I personally use it every day.

Also, we are now… I’m requiring my team to use it for other scenarios, for HR interviews, for a conversation with vendors, because I believe that every professional interaction will be augmented with AI. So, and sales is just the beginning, it will be in customer success, in support, in… Collection calls.

In every interaction we have externally, but even internally. a, I don’t know, a PIIP, one-on-ones, QBR, whatever it is, like, there’s a procedure, there’s a process you want people to follow. And real-time guidance is a beautiful solution to solve this unsolved problem.

Julia Nimchinski:

Love that. What’s your thinking on the balance of human-slash-machine type of, engagement?

You’re a master, I have to say this, in marketing. You’re doing some great shockwaves on LinkedIn yourself, and with all of the, you know, community and, just sales leaders out there. So curious, what’s your thinking?

How do you disrupt, you know, various, I don’t know, trends and, and the movements.

Eldad Postan-Koren:

I didn’t mention this, but for a very short period of my life, I was a politician.

Julia Nimchinski:

Oh.

Eldad Postan-Koren:

So, I ran twice to be the chairman of the Hebrew University Student Union, and I think that the number one lesson… and politics is all about marketing, it’s the same, okay?

The market is you. The product is you, sorry. And… the one lesson I learned from those couple of years was that if you want to really change something and, you know, make impact, you need to look for the feeling, and, you know, it doesn’t matter if it looks great, but if it’s not… there’s no emotion around it.

People won’t remember, won’t notice, and you will be just another ad on their, you know. day to day. So… and that’s… if you ask me about the balance between AI and human, I think that human will be always impacted by the emotion which AI wants, or I hope not.

Julia Nimchinski:

Definitely. And what’s your biggest prediction for 2026?

Eldad Postan-Koren:

Wow, I think that the late, adopters of AI will understand that, they are, you know, behind the game. I’m very curious about, you know, those fundamentals, like GPTs of the word, where are they gonna evolve? Because now, you know, we saw Glean, and now we see that QPD is doing kind of Glean, so I think it’s… we live in a very interesting… I hope that in 5 years, we want to have, like, two companies in the world, and that’s it, that do everything.

I think it’s gonna be a very dark time in our life, but it’s really, really interesting to live in those times and to be an entrepreneur in those times.

So I’m happy, I’m happy for my, for this opportunity.

Julia Nimchinski:

Fingers crossed. Eldad, thank you so much again for the amazing presentation, and what’s the best way to support you? Where should our people go?

Eldad Postan-Koren:

LinkedIn. Facebook, MySpace, iCQ… We are there. Let me know.

Julia Nimchinski:

Amazing. Thank you again.

Eldad Postan-Koren:

Alright, guys, thank you.