Mural Demo

Julia Nimchinski:
Thanks, and welcome to the show, Elena Omahony. Chief Product Officer at Mural. What a treat! Welcome!
Elaina OMahoney:
Thanks for having me.
Julia Nimchinski:
How are you doing, Elena?
Elaina OMahoney:
I’m doing great! It is a beautiful day here on Tuesday, so excited to speak to this audience.
Julia Nimchinski:
Awesome. Before we do that, just begin every session with one prediction, AI and GTM for 2026, would love to hear yours.
Elaina OMahoney:
Yeah, absolutely. Do you mind if I share my screen?
Julia Nimchinski:
Absolutely. Boom.

Elaina OMahoney:
And I can talk a little bit about how we view the world in this AI, GTM space. So you might have heard our CEO, Lee Margaret, speak a little bit earlier. We are a collaborative platform where we really see the power of visuals, how you can recognize visual cues much faster than reading words, and in this world of AI, what better way to do that than within a tool like Mural? So, let me just go through a little bit how we got here. Since we grew up in the R&D space, we actually, we were performing customer interviews. Most of our customers are Fortune 500 company shops. And we saw, time and time again, a cohort of users using Mural in a visual way throughout their selling process. And we synthesized all of these interviews into 3 key point… pain points for us to solve. One, increased lengthy sales cycles. People are taking longer and longer in that sales journey throughout the entire pipeline to close those deals, or to eventually say no after all of that time that’s been invested. to inconsistent processes, and AI has only emphasized this inconsistent processes that we’re giving to our end customer, whether we are automating some of the SDR pipeline generation, or whether we’re doing customer discovery or customer research on different LLMs, all of the outcomes are completely different. And then last, what we really saw was internal alignment. Whether you have multiple sales reps involved within any part of the GTM cycle with a customer, whether you’re pulling in a solutions engineer, a forward-facing engineer. all of this lacks internal alignment. Everything that you find out about your customer, how do you retain that information and pass it along to the next person that’s interacting with your customer so nothing gets lost? So with these three problem statements, we really wanted to introduce collaborative selling. It’s an interactive process that you have not only internally, but also with your customer. And from those three pain points, we also wanted to ensure some key outcomes within this solution. One, deepening that customer understanding. Even if you’re adding AI into your sales process, you still need human-to-human interaction. You need to understand not only your customer, the people that you’re speaking with, that becomes more vital and important now that you have an even more informed buyer. Two, how do we accelerate the sales velocity? With all of the handoffs, the learnings, the back-and-forth demos, it’s really important for us to ensure we’re accelerating that funnel. And then increasing win rates. Ultimately, any solution that you put into your GTM process, that’s an outcome that you’re looking for. We wanted to ensure that we hit it. And then lastly, how do you stand out in this very crowded world when you’re selling to customers? What creates a differentiated sales experience? And with all of this in mind. I wanted to introduce, in the demo today, we’re gonna pretend it’s Brian Parker. He is our client partner lead at ABC Consulting Company, and he’s actually selling to Mural. His goal within this selling process is to grow the Mural account by selling additional services, specifically around healthcare plan evaluations. Now, before Brian was leveraging Mural for sales, his process was very time-intensive. He was using multiple tools, going rogue when he wanted to, following a process. When he needed to. It was fragmented. He didn’t know exactly when to pull in his solutions engineer, what information to pass off, unless it was in a live, one-on-one meeting. And then lastly, he wasn’t hitting his sales numbers. It was an ineffective process. This year, with Mural for Sales, we’re ensuring that it’s an accelerated process, that he’s aligned internally and with his customer and buyers. And lastly, he’s getting back to customer centricity. He’s getting to know his stakeholders, who they are, what they care about, and ensuring they’re the hero of the story. So I’m going to show you a video demo of our solution and talk you through how Brian Parker would leverage this in his process. So, within Mural, you actually can generate a robust account plan. We’ve created a bi-directional integration with Salesforce, so all you need to do is select your Salesforce account, and also select your LinkedIn customer company profile. Now, with these two pieces of very key information. This helps our agentic research behind the scenes navigate a consistent flow of information to pull in for your sales rep. So, just Pulling in that company and LinkedIn name. Again, pulls in the right, consistent information every single time for your sales rep. Next, you’re gonna pull in your stakeholders that you have also saved in Salesforce. Now, don’t worry if they’re not up to date, don’t worry if these folks have changed jobs. Our research agents will take care of that. all behind the scenes. We’ve created this bi-directional relationship to ensure your system of record, whether it’s Salesforce or another CRM, stays your system of record. So, our research agents have pulled information behind the scenes, so information like current business priorities and objectives. Open opportunities, company description, news, if there’s new leaders within the organization, if they’ve made an acquisition, and each one is vetted with a source if you want to do further research and validation. Next, those stakeholders that you’ve pulled in from Salesforce, we’ve also garnered their current job title, a picture of what they look like, because a picture is worth a thousand words, how long they’ve been at the organization, and where they’re located locally. From here, you can then make edits to those stakeholders at the customer organization you’re going to sell. So you can pull in any new, net new contacts that maybe you’ve seen from a press release. You can then also edit if somebody’s left that organization from some of our research agents’ information. You can also exit them. If you’ve had a recent conversation with a net new stakeholder you haven’t seen before, you can also add them in. It’s a bi-directional integration, so anybody that you add within the Mural for Sales system goes back to Salesforce. You then can add different tags, like who is the buyer, who’s the influencer. Who has the budget? Who’s connected in terms of relationships? All visually there for you to easily see. Then, we take your stakeholder information, our research agent, and we create a robust account plan all ready for you with action items. who, what is the step? Who’s the owner? That way, you’re ensuring that you’re moving that lead down funnel. You can also do this collabority. Collaborate, live tiefly. So, if you have your sales reps, together, your solutions engineer, they’re all within the same account plan, looking at the same information. Lastly, we’ve also embedded this feature within Salesforce, so you never leave that system of record. Okay. But, we are not done yet. We also are… have a very, very strong picture of the future of where this goes for collaborative selling. So, from that account plan that you’ve created, along with your sales reps, you now want to present to your buyer, to your customer, your stakeholders that you’ve already started to nurture. Just by dragging over the stakeholders that you’re gonna meet with, you can actually generate an AI company-branded presentation. And because we’ve connected our system with your systems of record, we’re pulling in quant data from systems like Tableau that could have usage behind it. We’re also showing how you align with your manager, solutions engineers. Maybe it’s different sales reps from different parts of an organization, so say that you’ve already sold your customer within the U.S. and now you want to sell to them in their UK office. Well, your sales reps and solutions engineers that are in the US can now collaborate very easily with all of the same information, all within one place. So internally, you all get on a Zoom. You look at the AI-generated presentation, one rep has something to say about an edit. on a slide, we agentically capture that information, we can pull it into Mural for sales, and you can easily just edit without offline tasks and notes, somebody feverishly writing, or generating an AI note-taker that then, after the meeting, somebody has to look at those notes. And then go edit that slide deck. Lastly, we’re also recommending any design changes or additions to your slide deck to make them more visually appealing. And then after that meeting, we have a couple of additional features. So, from the actions that we’ve taken, we’re embedding in easy edit features. From how you reframe, how maybe you talk about usage, how you reframe, how you talk about the contract, all you have to do is select over those sticky notes, accept the edits, and they’ll be absorbed right into that slide deck. And then lastly, we also want to make it very easy for you to send this to your customer right before the presentation. So we’ve embedded some email features, you can send them the agenda, and they can review the slide deck before the meeting, so they are informed. You are internally aligned, and you can progress. Your deal forward. And then lastly, the feature that we care about the most is also showcasing this as an interactive tool with your customers, so they don’t have to be a passive person within that selling journey. And… That’s our demo for today.

Julia Nimchinski:
What a treat. Thank you so much, Elena. I’m curious your thoughts, and on the roadmap. What are you allowed to share? What’s next for 2026?
Elaina OMahoney:
Yeah, we are, now, playing a bit with voice. So as we talk here, it’s really important when somebody has something of interest to say when you’re doing a customer interview, a customer call, you’re validating them. How can we ensure we’re capturing all of that information? And then internally, how do you give a verbal prompt? to some of the information that you’re capturing from that customer. So voice is a very interesting medium in this age of AI, and then how do we turn that into a visual?
Julia Nimchinski:
Amazing, and folks are asking, what’s the most impactful AI feature you’ve shipped this year?
Elaina OMahoney:
I think it is our agentic research for that stakeholder mapping. So, visually being able to showcase the folks with a picture, with your exact job title, with how long you’ve been there. This is often a thing that sales reps do all of the time, they go natively to LinkedIn, they research heavily, and we can just collate it all within one place.
Julia Nimchinski:
And one more question here, how neural support hybrid workshops where AI helps structure the session?
Elaina OMahoney:
Yeah, we’re building a future where hybrid is what our customers use us for today. Sometimes they’re in office, sometimes they’re not, and so having that collaborative place where AI can add the context and actually be the facilitator of those hybrid meetings, so somebody doesn’t have to run it, somebody doesn’t have to build the agenda. There is an AI facilitator doing that all for you, regardless of where you work, home, or in office, or either one.
Julia Nimchinski:
Amazing. And where should our community go? Is there a test drive? How does it work?
Elaina OMahoney:
Yeah, absolutely. Please just… I will say on mural.co, there’s definitely a form that you can go there, and we will be sure to show you a bit of that roadmap, demo this more deeply, so that you can learn exactly about our solution.
Julia Nimchinski:
Amazing. Thank you so much.
Elaina OMahoney:
Thanks.