Introducing the AI Sales Co-Worker for Complex B2B Selling
29 September 2026
DealCraft™, a specialist AI sales co-worker for complex B2B selling, launches today to help those responsible for winning and growing client relationships walk into every sales conversation sharper. It works alongside them, handling the research, preparation and analysis at every stage of the sales cycle. Built around each firm's own propositions and drawing on the principles behind proven selling methodologies, it helps them progress and convert more revenue opportunities.
DealCraft is built for firms that manage mid-market and enterprise B2B sales pipelines, involving high-value products and services, multiple decision makers and long sales cycles. There is a familiar pattern in complex B2B selling: a small number of salespeople win a disproportionately high share of new revenue opportunities. That gap isn't about hard work. It's about doing the right things, more consistently, to a higher standard: sharper questions, tighter qualification, preparation that shows before the conversation even starts.
DealCraft closes that gap by doing the work that separates the best from the rest. It researches the account, qualifies the opportunity and builds the insight a seller needs on every deal. In doing so it draws on the principles behind some of the world’s most widely used sales methodologies: MEDDICC, SPIN, Challenger, the deal and account planning disciplines popularised by Miller Heiman, and the Situation–Complication–Resolution structure used across strategy consulting. So, every person walks into sales conversations prepared to the standard of the best salespeople, every time.
McKinsey's own research into what separates B2B growth leaders from the rest reaches the same conclusion: advantage increasingly comes from "helping more sellers perform like the best ones, consistently across every interaction" (McKinsey, The future of B2B sales: How growth champions rewire their playbooks with AI, July 2026). DealCraft is built to do exactly that.
DealCraft wasn't built in a vacuum. It was built inside a real sales team facing exactly this problem: a small number of people carrying new business, and no way to make that repeatable across the team. DealCraft was tested in live commercial conditions at 7DOTS (www.7dots.co.uk), the growing digital transformation agency led by DealCraft co-founder Sam Page.
Tony Tyler, Co-founder of DealCraft, explains: "Over thirty years, including leading sales at some of the world's largest insurance broking and risk consultancy firms, I've watched the same pattern: a handful of people on every team who just get it, and everyone else working just as hard without the same results. It was never a talent gap. It's a systems gap. DealCraft closes it by taking away the analytical and preparatory work that consumes much of a salesperson’s time. Every person walks into each sales conversation sharper, and able to focus on the part that actually wins business: the conversation itself."
According to Sam Page, CEO of 7DOTS and Co-founder of DealCraft: "It’s the first tool we have ever deployed that we haven't had to push on our sales team."
Notes to Editors
Who DealCraft is for
DealCraft is built for commercial teams involved in complex B2B sales, which includes firms in sectors such as insurance broking, financial and professional services, management consulting, business process outsourcing, technology, and firms selling high-value products such as industrial equipment or medical devices.
How DealCraft works
DealCraft is organised around what a seller actually needs at each stage, not a chat window waiting for the right prompt. Behind DealCraft sit more than 30 specialist AI agents, each handling a distinct part of the sales cycle, from account research to qualification to insight-led messaging. The seller experiences one co-worker, not thirty separate tools. Whilst generic AI tools are helping sellers write faster, they are not helping them sell better. They hand the seller a powerful capability, but to make it work the seller has to craft the right prompts and provide the right context. DealCraft is different: it already holds the firm's positioning, differentiators and value propositions, is grounded in sales methods, and remembers how a specific deal has evolved, so it structures the right output for the right moment without being asked. The seller just uses it.
The DealCraft story
DealCraft is a specialist AI sales co-worker for complex B2B selling, founded by people who have spent their careers inside the problem it now solves.
The founders had clear insight into a disturbing pattern: firms invested time and money developing their sales teams, the methodology was sound and the training was good, yet results gradually faded and the gap between the best performers and everyone else stayed stubbornly in place. When generative AI became genuinely accessible, a structural answer came into focus.
The concept became DealCraft, brought to market by a team with decades of complex B2B selling and sales leadership, and involvement in organising and managing sales training delivery. They also brought significant hands-on experience designing, building and testing neural networks, large language models and agentic systems, and deep expertise in platform build and digital technology.
To find out more about DealCraft, visit https://www.dealcraft.ai/
Media Enquiries
Tony Tyler, Co-founder, DealCraft: