Our story
Careers spent inside the gap we close.
DealCraft™ started with a conversation in a bar between people who had watched good sales training fade, and knew AI could finally do something structural about it.
A pattern we couldn‘t unsee
Working in sales and the sales training industry had given us insight into a disturbing pattern. Firms were investing time and money developing their sales teams. The methodology was sound. The training was good. Yet the results gradually faded. Firms didn't sustain performance improvement, and the gap between the best performers and everyone else stayed stubbornly in place.
When generative AI became genuinely accessible
The opportunity came into focus. Not another productivity tool. A structural answer to a problem that had resisted every previous attempt to solve it. The technical foundation was already there, as we had significant experience designing, building and testing neural networks and working with large language models and agentic systems.
We were living it ourselves
We had a growing digital transformation agency with real commercial targets and could see the gap between knowing what disciplined selling looked like and having the systems to make it happen consistently. When the conversation started, it quickly became clear this was more than an idea. A first version was built and tested in real commercial conditions, including within the agency itself.
DealCraft was born
Five founders came together to bring it to market, bringing decades of complex B2B selling and sales leadership, deep expertise in platform build and digital technology, AI knowledge and first-hand experience organising and managing sales training delivery. A shared conviction that the answer had to be grounded in how selling actually works, not in what technology could do for its own sake.
“We are not a technology team that added sales features. We are people who have spent careers inside the gap DealCraft is built to close.”
- OUR PURPOSE
Complex B2B selling will always require human skills, but there’s a gap between a firm's best and worst performers. We exist to close it.
Enabling every person that has responsibility for winning new clients or growing existing ones to think and act like the very best salesperson on the planet on every sales opportunity, at every stage.
Our values
What guides us.
How we work, communicate and show up.
Make a difference
We're not measured by the technology we deliver but by the difference we make. If our clients aren't winning more and developing their teams, we haven't done our job.
Be curious
The best sales thinking and the best AI capability are both moving fast. We keep pace with both. DealCraft is never finished. It gets better as its world gets better.
Human first
Every interaction with DealCraft should feel straightforward, warm and genuinely useful. Technology should serve people, not the other way around.