11x Lands $24 Million to Disrupt Sales Automation—Here’s How They’ll Change the Game

Sales and marketing teams have long grappled with a fragmented landscape of specialized tools, leading to operational inefficiencies and inflated costs. 11x, an innovative AI startup is poised to revolutionize Go-to-Market (GTM) operations. With its flagship product Alice, 11x offers a comprehensive solution that automates lead sourcing, multi-channel prospect engagement, personalized messaging, and meeting scheduling. The recent addition of Jordan, an AI phone representative, further enhances the platform’s capabilities in lead qualification and outbound calling. By harnessing advanced AI technologies, 11x aims to replace disjointed toolsets with streamlined, automated workflows, positioning digital workers as a cornerstone of modern business operations.

The transformative potential of 11x has not gone unnoticed in the tech investment world. The company recently secured an impressive $24 million in Series A funding, spearheaded by Benchmark and backed by a roster of notable investors including Quiet Capital, SV Angel, Abstract Ventures, and HubSpot Ventures. This substantial investment will fuel 11x’s mission to redefine sales automation and drive significant improvements in operational efficiency. As 11x continues to push the boundaries of what’s possible in sales and marketing technology, it’s not just offering a new tool – it’s reimagining the entire landscape of how businesses connect with and convert their prospects.

Founded in 2022 by Hasan Sukkar, 11x is set to transform the landscape of digital work with its innovative AI-driven digital workers. The company’s technology aims to streamline Go-to-Market (GTM) operations by automating tasks traditionally handled by human employees. This approach promises to reduce the burden on revenue teams and refocus their efforts on more strategic activities.

Addressing a Fragmented GTM Landscape

The GTM tools landscape has become increasingly fragmented over the past two decades. The influx of specialized software—ranging from CRMs and marketing automation tools to sales engagement platforms—has led to operational inefficiencies and ballooning costs. Keith Fearon, 11x’s Head of Growth, highlights how the proliferation of these tools has created a convoluted system, with each new addition requiring its own integrations and maintenance. This complexity has negated the efficiency gains these tools were intended to provide.

11x’s Innovative Solution

11x is tackling these inefficiencies with its AI-powered digital workers. These autonomous agents are designed to handle repetitive and time-consuming tasks within revenue teams, effectively “doing the work” of multiple human employees. By unbundling and automating specific roles, 11x offers a new way to manage workflows and enhance productivity.

The company recently launched “Alice,” an AI-driven Sales Development Representative that automates prospecting and engagement, and “Jordan,” an AI phone representative focused on inbound lead qualification. Both tools have quickly gained traction, helping businesses streamline their sales processes and improve their “speed to lead” performance.

Sarah Tavel, General Partner at Benchmark, notes the significance of 11x’s approach: “The key is to unbundle specific tasks traditionally performed by employees and to re-sell them.”

Expansion and Relocation to the US

The Series A funding will significantly bolster 11x’s product development, team expansion, and global presence. A notable shift in the company’s strategy includes relocating its headquarters from London to San Francisco. This move, driven by investor requirements and the need to tap into the US’s vast tech talent pool and funding opportunities, will position 11x closer to a majority of its customers, who are predominantly US-based. Keith Fearon explains, “The engineering talent is just over here, and there’s so much more VC money in the US.”

With its new US headquarters, 11x is expected to ramp up its engineering and product development efforts. The company has already attracted key talent, including Prabhav Jain, former Head of Financial Services Engineering at Brex, as its new CTO.

Impact and Future Prospects

11x’s digital workers have already demonstrated significant impact. The company claims its tools can perform the tasks of up to 11 human employees, providing a level of efficiency and personalization that surpasses traditional methods. This has led to substantial growth, with the company’s revenue increasing fivefold this year and achieving cash flow positivity—an impressive feat for a startup at this stage.

With the new funding, 11x plans to invest heavily in research and development, expand its product offerings, and enhance customer service. The company aims to redefine modern sales operations with a fully integrated system that aligns seamlessly with existing tech stacks.

Despite competition from other AI-powered sales tools and skepticism around automated cold outreach, 11x is confident in the demand for its solutions. Fearon argues that the company’s focus on delivering immediate financial benefits through automation makes its value proposition compelling: “The reason we started with go-to-market is that it makes people money instantly. The ROI is right there. It’s so easy to prove.”