Skip to content
Book a demo Log in
Features

Your way of selling, captured and in use every day.

SalesDNA is software for sales organizations in SMBs that captures how you sell, in seven building layers with 40 building blocks, and keeps it current all year. You hire, onboard and coach on it, your team works with it through documents and links without an account, and AI does the groundwork while you confirm. Nine pillars, in short below.

Pillar 1 · The seven building layers

One method that holds together, from strategy to steering.

SalesDNA follows a fixed structure from building layer 1 to building layer 7, together 40 building blocks that count toward your progress. Every building layer builds on the previous one: what you capture early on carries through to who you hire and what you coach on. You start empty; what goes in is yours.

  • In the menu you see per building layer how much is already confirmed and what is still open.
  • If something changes early on, you see right away what needs reviewing further down.
  • A part that does not fit you, you deliberately skip, with a reason. You can always put it back in use.
  • No sample content to clean away: you write in your own words.
  • Every building layer and every building block has an instruction in the Help center: what you capture and why.
How you build it up building layer by building layer
Screen example: the menu with the seven building layers and per building layer how many building blocks are confirmed, with the eleven building blocks of building layer 1 on the right.
Pillar 2 · SalesDNA made to measure

Your way of selling does not fit a mould. Build on what you need.

The seven building layers and 40 building blocks are the fixed base. If your organisation has something that does not fit, such as service contracts, a dealer programme or your own quality standard, the SalesDNA team sets it up with you: your own building layer, your own building blocks or extra data fields. They work exactly like the rest: write, confirm, timeline, Dex and download.

  • Your own building layer gets its own name and sits in the menu after a fixed building layer, with two or more building blocks of its own.
  • Your own building block goes in an existing or own building layer, as text or as a list with rows, with the five panels and its own instruction.
  • An extra data field is added to an existing building block: text, long text, choice, number, date or yes/no, required or not, in both languages.
  • Own fields appear in the editor, the reading view, the download, the team version and the export. Dex reads them as context but never writes them itself.
  • What you do not use, the SalesDNA team switches off: a building block, a building layer or a whole feature then disappears from the menu, the Scan and the progress.
What a building layer, building block or data field costs
Screen example of an own building block Service contracts in an own building layer Service, with four own data fields and the same five panels as every building block.
Pillar 3 · Working in a building block

The same structure everywhere, so you always know where you are.

Every building block looks the same: on the left the content, on the right five panels that help you fill in and maintain it. You write it yourself or have a proposal drafted, save as draft and confirm only when it is right.

  • Tips and examples from your own practice and your own documents are within reach, without switching screens.
  • Upload a presentation or workshop notes, and AI turns them into a first proposal.
  • Only after confirming does the content apply and count; until then it is a draft.
  • Every version is kept in the timeline, with old and new side by side.
  • Your notes and tasks sit with the building block they are about, and together on the page Tasks.
The five steps per building block
Screen example of a building block: on the left the content with the buttons Edit, Save as draft, Confirm and Timeline, on the right the five panels Tips, Suggestions, Examples, Ask Dex and Notes and tasks.
Pillar 4 · Seven workspaces

From capturing to doing: hiring, onboarding, coaching.

Seven building blocks have a button next to Edit that opens a workspace of their own. There you build profiles, hire candidates, onboard new colleagues, coach per person and arrange the handover when someone leaves. All directly on your own SalesDNA.

  • You build a job profile per role from what is already fixed, with "Why is this here?" on every line.
  • Every candidate gets the same questions and the same criteria; you give the scores, without a total score.
  • A new colleague knows per week what to read and do, through a personal link without an account.
  • You follow a coaching track per person, with a prepared conversation and notes afterwards.
  • When someone leaves, customers, ongoing work and knowledge do not leave with them.
All seven workspaces
Screen example of the workspace Candidates: tabs of the seven workspaces, a board with phases and candidates, and a scorecard with scores from 1 to 4 per criterion.
Pillar 5 · Organization and teams

The organization decides, a team executes.

If you have several sales teams, you switch them on under Settings, Team execution. There are exactly two levels, without business units or building layers in between. Every team has one person responsible, usually a sales manager.

  • You choose per part how much room a team gets; the DNA itself is always fixed.
  • A team adds or deviates with a reason, and for numbers within a margin.
  • What a team does not touch follows the organization, also after a change.
  • You see the status per team and adopt good practice for everyone with one button.
  • A sales manager only sees the people and notes of their own team.
How teams execute the SalesDNA
Screen example of organization and teams: the choice You work in Organization, the panel My team with Keep our choice or Adopt, and the Teams overview with three teams and their progress.
Pillar 6 · AI suggests, you confirm

AI does the groundwork, you hold the pen.

Dex, the AI assistant of SalesDNA, makes proposals, asks follow-up questions and gives signals. You write and you confirm. There is deliberately no button to accept everything at once. AI answers in the language of your organization.

  • You get proposals with the source attached, from your own documents and what you already confirmed.
  • What comes up in several meetings or conversations appears as an addition to the part it is about.
  • A coaching conversation is prepared with questions from what happened since last time.
  • People's names are removed before anything goes to AI; nothing about candidates goes to AI.
  • AI never assesses a candidate or employee and does not make up facts about your organization.
What AI analyzes and where it lands
Screen example of an AI proposal with its source and the buttons Accept, Adjust and Leave out; at the bottom it says that nothing changes without your confirmation.
Pillar 7 · From DNA to document

Documents your team actually uses.

With the template builder you turn your confirmed SalesDNA into a sales process playbook, an onboarding guide, a sales kickoff deck or a workshop card set. You choose the blocks and the branding, SalesDNA makes the PDF.

  • You choose from five formats: document, brochure, one-pager, presentation or card set.
  • A draft moves along with your SalesDNA: adjust a building block and the document changes with it.
  • You see "Changed since final" as soon as a final document falls behind.
  • Your team reads along through a personal link, 7, 30 or 90 days, always revocable.
  • Every print and share is kept, so you can look back at an earlier version.
How links without an account are secured
Screen example of the template builder: blocks with cover and back page, the five formats Document, Brochure, One-pager, Presentation and Card set, the branding and the status Draft, Final or Shared.
Pillar 8 · Implementation

Capturing is step one. Then it has to land.

A method on paper changes nothing yet. That is why SalesDNA has Scan, Plan and Sprints in the menu under Implementation, and in the Help center an instruction per building block on how your team implements it.

  • You see per building layer at a glance what is confirmed, what is open and what you deliberately skip.
  • You set who fills in which open part and when.
  • Every confirmed part has an action with goal, role, deadline and status; AI proposes a first plan.
  • You work in sprints of 2, 4, 6 or 13 weeks, with a board with Open, In progress and Done.
  • You start with a starting advice and a 90-day plan, from three questions under "Where do you stand?".
Help center and Implementation instructions
Screen example of Implementation: the Scan with a bar per building layer, the Plan with actions with role, deadline and status, and a sprint board with Open, In progress and Done.
Pillar 9 · A year with SalesDNA

A playbook that does not age.

A SalesDNA that is not maintained ages just as fast as a PDF. That is why there is a fixed yearly rhythm, and SalesDNA analyzes what happens in practice: meetings, conversations, deals, new colleagues and customers. Everything is in the menu under Rhythm.

  • The quarterly check asks six questions in twenty minutes every quarter, so everything comes around once a year.
  • After every deal you see whether practice confirms your method, clashes with it or misses something.
  • Your customer gives a score after an important moment; you see promise next to experience.
  • New colleagues and your team tell you anonymously what works and what is missing.
  • Everything waiting for your decision is on Today under Waiting for you, every morning.
The quarterly check and the yearly rhythm
Screen example of the menu Rhythm with Quarterly check, Win/loss, Pulse, Watch along, Customer feedback and Onboarding feedback, and a quarterly check card Q3 The rhythm with six questions in twenty minutes and the choices Correct, Adjust or With a coach.
All in a row

What else SalesDNA does for you.

No sample content to clean away and no superfluous extras. Only what a commercial leader needs to capture the method and keep it alive.

  • Today

    Every morning what is waiting for you, your progress per building layer and a template to share with your team.

  • Tasks

    All tasks in one place, as a horizon or as a list, with owner and deadline.

  • Notifications

    In the app and by email, on or off per type.

  • Use, later or skip

    What does not fit, you deliberately skip, with a reason; you can always put it back in use.

  • Review after changes

    If a source changes, everything that builds on it is ready for review, old and new side by side.

  • Timeline

    Every confirmed version kept: who changed what and when.

  • Search

    The search bar finds building blocks, workspaces, instructions, documents and pages.

  • Win/loss

    Capture the reasons after every deal and have them tested against your method from three deals.

  • Pulse survey

    At most five questions to your team, anonymous: does this work in practice?

  • Watch along

    Your team reacts per part during the build with Correct, Question or Proposal.

  • Onboarding feedback

    After 30 and 90 days a new colleague tells you what was clear and what was missing.

  • Customer feedback

    A fixed link or QR code per moment; the customer gives a score from 1 to 5, without an account.

  • Note-taker

    From a transcript to a summary, action items, signals and trends across your meetings.

  • Quarterly check

    Six questions, twenty minutes, a different theme every quarter. With a coach if you want.

  • Help center

    An instruction per building layer and per building block, and the Implementation instructions for your team.

  • Workshops

    Deliberately outside SalesDNA, at the table; the Help center provides the manual and the checklist.

  • One language

    Entirely Dutch or entirely English, for screens, AI, emails and documents.

  • Security

    Data in the EU, permissions per role and team, fixed retention periods and two-step verification. Read more

Questions about the features

What you want to know.

More questions under pricing and privacy & security.

What is SalesDNA and what does it do?

SalesDNA is software in which a commercial leader captures their own way of selling in seven building layers with 40 building blocks, from company story to KPIs per phase. SalesDNA keeps the parts in line with each other, turns them into documents, job profiles and onboarding programs and walks through the method with you every quarter. How that works over a year, you read under how it works.

Is SalesDNA a sales playbook tool or a CRM?

A living sales playbook, not a CRM. Your CRM records customers, deals and activities; SalesDNA captures how you sell and provides documents and rules for it. What belongs in a playbook is in the article creating a sales playbook: what goes in it?

What are the workspaces?

A workspace is a screen next to Edit in seven building blocks, where you put your SalesDNA to work: building job profiles, hiring candidates, onboarding new colleagues, coaching on learning points, transferring knowledge when someone leaves and recording meetings and conversations. What is finished there comes back into the building block as confirmed content. See all workspaces.

How much time does it take to capture the method?

That depends on what is already there. You start with a scan of three questions and a 90-day plan. A first usable version of the foundation, the phases and the win points is achievable in a quarter if you finish one or two building blocks a week. After that, the quarterly check takes twenty minutes per quarter. How you get started, you see in a 30-minute demo.

Demo · 30 minutes · online

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.

Pick a time Take the quick scan first
  • No preparation needed
  • Data in the EU
  • Confirmation within one working day
  1. You pick a timeRight in the form, in two steps.
  2. We confirm by emailWith two short questions about your team and your current playbook.
  3. Together we build building layer 1Your promise and ambition, captured in SalesDNA.