The person behind the audit

I spent fifteen years climbing the B2B sales ladder—cold-calling as an SDR, closing deals as an Account Director at Vodafone, eventually managing a €10M portfolio. I knew what good looked like. I'd built teams, hit targets, sat in the boardrooms where "efficiency" got tossed around like confetti. But nothing prepared me for the day my best rep—the one who consistently smashed quota, the one everyone else looked up to—told me she was done.

Not because of the targets. Not because of the clients. Because she was spending over 10 hours a week on admin. CRM updates. Follow-up emails. Data entry. The stuff nobody gets into sales to do. She was brilliant at the human part of the job—the part that actually moves deals forward—and we were burying her in busywork that had nothing to do with selling. That conversation broke something in me. If our top performer was drowning, what did that say about everyone else? What did it say about the systems we'd built?

That was my breaking point. In 2024, I stopped managing sales teams and started building AI agents instead—not to replace salespeople, but to give them their time back. To strip out the admin, the manual tracking, the repetitive follow-ups, and let people do the part of sales that actually requires a human: building trust, reading a room, closing with conviction. Now I audit sales teams for a living, hunting down exactly where time gets wasted and where AI can quietly take the weight off. Because I've lived both sides of this—the grind and the fix—and I'm not interested in watching another great rep burn out over something a system should've solved years ago.