Build your own SalesDNA.
Capture how you sell, building layer by building layer, and keep it current all year. Try it below: every building layer you confirm becomes part of your DNA and of the playbook your team receives.
Your way of selling now lives in a few heads and a PDF in a drawer. SalesDNA turns it into one living system.
Your promise decides your win points, your phases decide your customer journey. Change something early on and you see right away what needs reviewing further down.
The organization rhythm and the team rhythm ask questions, so your whole DNA comes around regularly. Analyses of what happens in practice show where it pinches.
From your confirmed DNA you create a playbook, onboarding guide, kickoff deck or card set. Sales reps read along through a link, without an account.
Not a CRM. Not a training library. Your method.
SalesDNA does not replace your CRM. It captures how you sell, so your CRM and your team know what is expected of them. How SalesDNA relates to CRM, and what belongs in a sales playbook, you read further down.
| Aspect | A CRM | Enablement tool | SalesDNA |
|---|---|---|---|
| Source of the method | None: it records | Generic best practices | Your own playbook |
| Unit of work | Contact, deal, activity | Content, training | Phase, win point, weekly rhythm, role |
| Who uses it | Own sales team | Own sales team | Own team and partner network |
| Connection to the work | Is the daily work | Separate from it | Feeds your CRM and your team with playbooks and rules |
Seven building layers, from who you are to what you steer on.
A fixed structure from building layer 1 to 7. Building layers 1 to 6 together have 40 building blocks that count towards your progress. Building layer 7 steers the rest and does not count, just like the two logbooks and a building block you deliberately skip. You start empty: there is no sample content you have to clean up.
- 1
Sales foundationSales strategy and tactics · 11 building blocks
Who you are and for whom: golden circle, story, ambition, core values, promise, channels, industries and account matrix, your competitors, your pricing rationale and your ideal customer.
- 2
Sales processThe backbone · 4 building blocks
The stages with their exit criterion, your sales method, how you qualify and the handovers between stages and roles.
- 3
Activity matrixThe rhythm of the week · 11 building blocks
Prospect mix, regions, account plans, contact rhythm per customer class, lead follow-up, re-contact, visit and meeting rhythm, quote follow-up, upsell and cross-sell and campaigns.
- 4
Customer journeyWhere the method becomes actionable · 2 building blocks
The win points that set you apart, and per stage what happens, by whom and when.
- 5
OrganisationOrganisation and rhythm · 4 building blocks
Who does what, and in which rhythm you discuss it. The AI minute-taker writes the reports in the Meeting reports log.
- 6
PeopleDevelopment and onboarding · 8 building blocks
How you hire, onboard, train, coach and grow people, how core values show in behaviour, how you recognise and celebrate, and how knowledge does not leave when someone does. Your conversations go in the Conversation reports log.
- 7
SteeringSteering and implementation · does not count
Per stage the KPIs you steer on, with norm, measurement source and owner. Plus Scan, Plan and Sprints, and the SalesDNA planning.
Everything you do makes your DNA better.
Meetings, conversations and coaching with your people, job interviews, onboarding, the opinion of your team and your customers, and the outcome of deals. SalesDNA analyzes what happens and puts the result where you can act on it. You decide what you adopt.
- UseYour team works according to your SalesDNA. You run meetings, conversations, coaching, job interviews and onboarding tracks in SalesDNA.
- AnalyzeAI or fixed rules look for patterns, signals and gaps.
- SuggestAn addition in panel 2, a task in panel 5, a notification, or "possibly outdated".
- ConfirmYou decide. Confirming creates a new version, and whatever depends on it goes under Review after changes.
AI suggests. You confirm.
There is deliberately no button to accept everything at once. Every suggestion carries its source, and you decide per topic.
An assistant that thinks along
- Suggestions from your documents and confirmed building blocks, with the source attached
- Ask follow-up questions when there is too little for a good suggestion
- Build a job profile and job ad text, draft an interview guide and suggest parts for an onboarding program
- As note-taker, create a summary, action items, signals and trends; give coaching tips for conversations
- Suggest questions for a coaching conversation, from the learning point and what happened since last time
- Summarize answers from the pulse survey, onboarding feedback, watch along and customer feedback into suggestions
- Compare your teams with each other, without changing anything. AI answers in the language of your organization
Boundaries that are fixed
- Change anything without your confirmation
- Invent facts about your organization or copy sentences from the examples
- Process names: for meeting transcripts, conversation notes, coaching conversations, onboarding feedback, customer feedback and the exit interview, the names SalesDNA knows and email addresses are removed before anything goes to AI. Nothing about candidates goes to AI
- Assess or rank candidates or employees: you give the scores yourself, without a total score, and you decide whether a learning point is done
- Measure numbers or KPIs: you set the norms yourself
- Follow instructions hidden in an uploaded document
- Tested before going live. Every type of AI against a fixed evaluation set, including documents with a hidden instruction inside.
- Claude by Anthropic by default. The SalesDNA team can choose a different model per customer or per type of AI.
- AI bundle per month. When it runs out, the automatic analyses stop. Asking AI yourself still works.
Built where the work happens: in SMBs.
SalesDNA is built on 25 years of sales development in small and medium-sized businesses. What is in it is tested every day in practice, at the companies we work with.
I want SMBs to have more grip and rhythm on their commercial growth. That is why I built SalesDNA. The best way of selling often lives in a few heads and in a playbook that sits in a drawer. SalesDNA captures how you sell and keeps it alive. AI suggests, you confirm, and your team works with it.
- 7DNA building layers
- 5user roles
- 5steps
Bas ResinkFounder · SalesDNA
What you want to know.
Is your question not here? In a demo we answer it with your own situation next to it.
What exactly is SalesDNA?
A living playbook for your sales organization. You capture your own way of selling in seven building layers, from company story to KPIs per phase. SalesDNA keeps the parts in line with each other and turns them into documents for your team.
Does SalesDNA replace our CRM?
No. SalesDNA captures how you sell; your CRM records what happens. Playbooks, segments and contact cadence from your SalesDNA give your CRM and your team something to hold on to.
Do our sales reps have to work in SalesDNA too?
No. The commercial leader writes and confirms. Sales reps, new colleagues, candidates and customers are never users. Whoever needs to read or answer something receives a personal link by email: for shared documents (7, 30 or 90 days), watching along during the build, the pulse survey, onboarding feedback or their own onboarding program. Customers get a fixed link or QR code per win point for customer feedback. Every link can be revoked. Candidates receive nothing from SalesDNA. See who gets which link.
What does AI do in SalesDNA?
AI writes suggestions from your documents, asks follow-up questions when there is too little, summarizes meetings and prepares coaching conversations. AI changes nothing without your confirmation and never assesses a candidate or employee. For meeting transcripts, conversation notes, coaching conversations, onboarding feedback, customer feedback and the exit interview, the names SalesDNA knows and email addresses are removed before anything goes to AI, and nothing about candidates goes to AI. AI answers in the language of your organization.
Does SalesDNA work with several sales teams?
Yes. Under Settings, Team execution you switch on the teams. There are then exactly two levels: the organization decides the SalesDNA, a team executes it. A team adds or adjusts something with a reason; whatever the team does not touch follows the organization. An organization works in one language: Dutch or English. See organization and teams.
Is there sample content we have to adjust?
No, you start empty. Per building block you see tips and fictional examples as inspiration, but what is in your SalesDNA is yours.
Where is our data stored?
In the EU, in the Ireland region (eu-west-1). Every organization sees only its own data and you can export everything at any time. See security and data.
Build the first building layer of your SalesDNA. Together, in 30 minutes.
You tell us how you sell, we capture it in building layer 1. After that you know whether SalesDNA fits your organization.
- No preparation needed
- Data in the EU
- Confirmation within one working day
- You pick a timeRight in the form, in two steps.
- We confirm by emailWith two short questions about your team and your current playbook.
- Together we build building layer 1Your promise and ambition, captured in SalesDNA.