SignalFire leads Siro’s Series B to give field sales reps AI superpowers

While enterprise sales have been a target for every AI coaching tool, one of the biggest segments of the global salesforce has been neglected: field sales reps.

These are the professionals who sell in person, such as door-to-door roofers, home security reps, solar installers, and many more. They’re often the first and only point of human contact with their brand, yet their customer conversations vanish the moment they end. No data. No feedback loop. No coaching. Just hand-written notes and often guesses for how to better engage their prospects.

That’s why SignalFire is leading Siro’s $50M Series B.

Siro is building “Gong for field sales,” giving offline reps the same performance edge their enterprise counterparts enjoy. Siro’s mobile-first AI platform records, transcribes, and analyzes real-world sales conversations. Managers can finally hear what their customers hear, understand what’s working, and coach reps with real examples. 

The results? Close rates up 36%. Rep turnover down 30%. Coaching cycles accelerated 10x.

‎Now’s the perfect time for Siro, since large language models are great at picking up on patterns in conversation, from common objections from customers to the tone and terminology that convert best. Siro’s AI gives reps a “game film” analysis with detailed feedback that complements advice from human sales leaders.

Siro founder Jake Cronin spotted the gap between field and inside sales when he co-founded Queue to help tens of thousands of student salespeople up their game at Vector Marketing. He realized that HVAC installers, pest control experts, and plumbers all deserved similar tools.

As an AI and data company ourselves, we at SignalFire are very interested in companies building vertical-specific data moats. Siro's solution is helping digitize the "dark matter" of offline conversations comprising field sales engagements. This data has broad extensibility across verticals and depth in downstream actions that can be instrumented from it, such as customer and product insights.

‎Siro is not about replacing humans with AI. It’s about helping humans perform at their best. It captures the nuance of human interaction and surfaces insights that would otherwise be lost. That’s why ServiceTitan chose Siro to power its flagship SalesPro product ahead of its IPO. That kind of validation, paired with a 5.5x year-over-year revenue growth rate, is exactly what we look for in breakout companies.

Field sales is one of the last major frontiers of sales enablement. And Siro is building the data layer and intelligence stack to transform it, giving reps the tools to win more deals, and companies the visibility to scale what works.

We’re proud to back Jake and the Siro team as they help in-person sales catch up to the AI age. To learn more about Siro, visit siro.ai.