Investors Back Siro To Support The Overlooked World Of Field Sales

Field sales has long been a blind spot for software innovation. While remote and digital sales teams have benefitted from an explosion of tools, automated transcriptions, real-time analytics, integrated CRM systems, sales reps on the ground have often been left behind, their customer conversations invisible and their coaching intermittent at best.

Siro, a startup built specifically for these in-person sales reps, is aiming to change that. On Wednesday, the company announced a $50 million Series B funding round led by SignalFire, with participation from 01 Advisors (founded by Dick Costolo and Adam Bain), Square Chief Product Officer Saumil Mehta, Squire founders Songe LaRon and Dave Salvant, former Yelp SVP of Engineering Michael Stoppelman, and former Snap VP of Engineering Ding Zhou. This brings Siro’s total funding to $75 million to date.

Siro was founded to serve a segment of the workforce often left out of the software boom: people who sell products in person, from home visits to job sites. The company’s mobile app captures sales conversations, transcribes them, and converts them into structured data that can be used to coach salespeople, share successful call examples, and provide insights into performance.

Jake Cronin, Siro’s founder, came up with the idea during college after selling Cutco kitchen knives door to door. He made decent money doing it and later opened an office to hire and train other sales reps. But he quickly realized the limitations of managing field teams without being physically present. Years later, after working at McKinsey, he began building Siro and coded the first version himself.