London-based Superlayer has secured £1m ($1.3m) in a pre-seed funding round co-led by Triple Point Ventures and Concept Ventures.

Federico Samuelly founded Superlayer in 2021 to offer CROs and sales leaders a better way to manage their sales pipeline and develop their team.

A serial entrepreneur he previously built business intelligence teams at several startups including Drivy and Jumia, an African eCommerce startup that listed in 2019.

Based on Samuelly’s own experiences and the feedback of more than 50 sales leaders, the platform has been built specifically to address the pain points sales professionals face in their day-to-day roles.

The pre-seed funding round was co-led by Triple Point Ventures and Concept Ventures, alongside Notion Capital, Accel, Exor Seeds and a number of high profile angel investors.

Scaleup reopening COVID-safe workspaces ‘to triple UK business’

The business will use this funding to further develop the product and expand its team in order to reach new verticals, aiming to build the perfect workspace for sales teams.

Samuelly, founder and CEO of Superlayer, said: “In the current economic climate, there is a lot of pressure on CROs and sales teams to ensure revenues are predictable.

“When it comes to CRM systems, sales representatives can often feel overwhelmed and struggle to prioritise tasks while team leaders become increasingly anxious due to the lack of visibility.

“All of this can result in winnable deals being lost. With Superlayer’s best-in-class analytics, dashboards and integrations, available out of the box, teams can get hold of pertinent RevOps insights at the click of a button, allowing them to build replicable and successful sales processes.”

Seb Wallace, investment director at Triple Point Ventures, added: “We’re very excited to partner with Fede and the team on the next stage of their growth journey.

BioTech innovator eyes US after £6.5m investment

“There are few tools in the B2B market for companies that want to easily understand the performance of their sales teams, inspect their pipeline, forecast their revenues or proactively reduce churn.

“Instead, data is ‘stuck’ in existing systems – most often the CRM – where sales teams struggle to analyse the data without assistance from business analysts or sales operations team members.

“Superlayer is building a much-needed solution, enabling sales leaders to make the most of the data in their existing CRM and sales stack without writing code or hiring a team of business analysts.”

Ariel Rahamim, investor at Concept Ventures, said: “It was clear to us from our first few meetings with Fede that the problem of siloed data and poor analysis was an issue many organisations faced. We’re extremely excited to be backing Superlayer and supporting their mission to bring more visibility to sales leaders and more structure to sales teams to enable better and faster decision making.”

Superlayer enables sales leaders to build high performing teams that win more deals by offering a comprehensive view over their sales stack.

Users can inspect deal dynamics and risks in seconds, schedule next steps, and manage forecasting through scenario analysis and AI-backed simulations.