InsideSales

What InsideSales does

InsideSales (formerly XANT) is an enterprise sales engagement platform provider founded in 2004 and headquartered in Austin, Texas. The company has operated as a subsidiary of Aurea Software since August 2021, when Aurea acquired the business that had previously been valued at nearly $2 billion at peak. The company's flagship product is Playbooks™, an AI-powered sales engagement platform that integrates multi-channel cadences, workflow automation, lead scoring, prioritization, reporting, and gamification scorecards into a unified system for enterprise sales organizations. The platform is differentiated by the Neuralytics predictive engine, which sits on top of a proprietary data asset comprising 27 billion revenue interactions and 183 million buyer profiles, enabling buyer propensity scoring, SmartSend email timing optimization, PeopleFinder contact recommendations, and next-best-action guidance for sales representatives.

The platform is built around native bi-directional integrations with Salesforce, Microsoft Dynamics, and SAP CRM, and serves mid-to-large enterprise sales teams across functions including sales development, account executive, account management, sales operations, and sales leadership. Named customers span nine or more verticals and include VMware, DellEMC, NetApp, Groupon, Epicor, Fidelity, Verizon, American Express, Caesars Entertainment, Sage, Motorola, Athena Health, Ping Identity, Pluralsight, Cision, and TecEx. The business operates on a SaaS subscription model with quote-based, annual or multi-year enterprise contracts, distributed primarily through direct enterprise field sales with a demo-based acquisition motion.

The company is governed by SOC2 Type 2, ISO 27001, NIST 800-53, and GDPR compliance frameworks, holds 21 patents on cloud infrastructure, and operates across 29 countries. Following the 2019 rebrand to XANT and the 2021 rebrand back to InsideSales under Aurea ownership, the strategic emphasis has been on AI-driven buyer intelligence and embedding Playbooks deeper into CRM-centric enterprise workflows.

Name

InsideSales

Legal name

InsideSales

Website

https://insidesales.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

InsideSales (formerly XANT) provides Playbooks, an AI-powered enterprise sales engagement platform that combines multi-channel cadences, predictive buyer intelligence, and workflow automation for mid-to-large enterprise sales organizations, built on a proprietary dataset of 27 billion revenue interactions.

Ownership category

akta.pro rank

Product category

Sales Engagement Software

NAICS

Software Publishers (5132)

SIC

Services-Computer Programming, Data Processing, Etc. (7370), Services-Computer Programming Services (7371)

akta.pro primary industry

Marketplace Enablement, Seller Tools & E-commerce Infrastructure (BPAMAGAK)

Keywords

• Sales engagement platform
• Buyer intelligence
• AI sales automation
• Sales cadence management
• Lead prioritization software

Headquarters

HQ city

Austin

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Infrastructure, Operations

Revenue model

1. SaaS Subscription: Cloud-based sales engagement platform sold as annual or multi-year subscriptions to enterprise customers. Revenue generated through software licenses with typical enterprise contract values.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels7 records

Core offering

InsideSales (formerly XANT) sells Playbooks, an enterprise sales engagement platform that combines AI-powered buyer intelligence with multi-channel cadence automation to help B2B sales teams prioritize prospects, automate administrative tasks, and engage buyers across email, phone, SMS, social, and video. The platform is built on a proprietary data asset of 27 billion revenue interactions and 183 million buyer profiles, powering its Neuralytics predictive engine for sales engagement optimization.

Product overview

InsideSales (formerly XANT) offers Playbooks, an enterprise sales engagement platform built on proprietary buyer intelligence and AI. The platform operates as a unified system where the core Playbooks product integrates multiple modules including Cadence (multi-channel outreach), Automation (workflow robots), Prioritization (AI-powered task management), Scoring (propensity models), Buyer Intelligence (behavioral data), Shared Records, Reporting, and Scorecards. The platform is enhanced by a proprietary data asset of 27 billion revenue interactions and 183 million buyer profiles that powers predictive analytics and recommendation capabilities across all modules.

Differentiator

Problem solved

Functional benefit

Brands

• Playbooks™: The enterprise sales engagement platform that helps sales teams manage lead follow-up, prospecting cadences, automate administrative tasks, and uses AI to predict who, when, and how to engage buyers for best outcomes. Features include multi-channel cadences, automation robots, buyer intelligence, scoring, reporting, and gamification scorecards.
• Buyer Intelligence
• Playbooks Mobile

Products and services

• Playbooks

Quantifiable outcome

• 41% increase in closable pipeline
• +10 more outcomes

Named customers18 records

Segments6 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

AI capability7 records

Feature9 records

Partnerships

Four partnerships are on record, tiered core and flagship.

• EXLcoreStrategic or Co-development Partner · 15 June 2021Strategic partnership agreement enabling EXL to leverage Playbooks and XANT Intelligence to create AI-driven lead qualification and inside sales solutions for their customers. EXL provides implementation and business consulting expertise, while XANT provides the sales engagement platform and AI capabilities.
• SalesforceflagshipTechnology or IntegrationNative bi-directional CRM integration with Salesforce. The partnership enables seamless data sync, automated activity logging, and native reporting within Salesforce. One of the primary integration partners for Playbooks.
• MicrosoftflagshipTechnology or IntegrationIntegration partnership with Microsoft Dynamics CRM. Enables customers using Microsoft ecosystem to leverage Playbooks sales engagement capabilities with native bi-directional sync.
• SAPcoreTechnology or IntegrationSAP integration partnership enabling customers using SAP CRM to integrate Playbooks for sales engagement and buyer intelligence capabilities.

Scale indicators12 records

Recent moves9 records

Expansion highlights6 records

Broad incumbents

• Salesforce Sales Cloud: Salesforce Sales Cloud includes High Velocity Sales, Einstein Lead Scoring, and engagement features that overlap with InsideSales' capabilities and benefit from native CRM distribution that InsideSales accesses only as a partner.
• HubSpot Sales Hub: HubSpot's Sales Hub adds native sales engagement, sequences, and AI-assisted prospecting to the broader HubSpot CRM platform, competing with InsideSales particularly in mid-market segments where buyers prefer a single-vendor stack.
• ZoomInfo Sales: ZoomInfo combines a leading B2B buyer intelligence dataset with sales engagement and orchestration features, directly overlapping with InsideSales' Buyer Intelligence and Cadence offerings and bringing significantly more capital to the category.

Direct peers

• SalesLoft: SalesLoft is a direct competitor in the sales engagement category, offering cadence-based outreach, conversation intelligence, and integrations with the same CRM ecosystems that InsideSales targets, and is consistently benchmarked against InsideSales on G2.
• Outreach: Outreach is the leading sales engagement platform offering multi-channel cadences, AI-driven prioritization, and Salesforce-native workflows, directly competing with InsideSales' Playbooks product for the same enterprise SDR and AE personas.
• Freshsales by Freshworks: Freshsales offers built-in sales engagement, AI-powered lead scoring, and workflow automation inside the Freshworks CRM suite, competing with InsideSales on price and simplicity for mid-market sales organizations.
• Apollo.io: Apollo.io combines a B2B contact database with sales engagement workflows, overlapping with InsideSales' Buyer Intelligence and Cadence modules and competing for mid-market and growth-stage sales teams.
• Pipedrive: Pipedrive is a sales CRM with built-in cadence, automation, and AI features that competes with InsideSales' Playbooks for SMB and mid-market sales teams, particularly those outside the Salesforce ecosystem.

Regional players

• Cognism: Cognism combines a B2B contact and intent data asset with sales engagement features, comparable to InsideSales' Buyer Intelligence layer and operating strongly in EMEA where InsideSales' 29-country footprint has lighter density.

Emerging players

• Groove: Groove provides a sales engagement platform focused on account-based sales motions and Salesforce-native workflows, overlapping with InsideSales' cadence and account-based engagement capabilities for enterprise teams.

Market position

Strengths5 records

Weaknesses2 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/InsideSales_PB
• LinkedInlinkedin.com/company/insidesales-playbooks

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds6 records

Investors13 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about InsideSales