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NUVIA raises $240M from Mithril to make climate-ready enterprise chips

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Climate change is on everyone’s minds these days, what with the outer Bay Area on fire, orange skies above San Francisco, and a hurricane season that is bearing down on the East Coast with alacrity (and that’s just the United States in the past two weeks).

A major — and growing — source of those emissions is data centers, the cloud infrastructure that powers most of our devices and experiences. That’s led to some novel ideas, such as Microsoft’s underwater data center Project Natick, which just came back to the surface for testing a bit more than a week ago.

Yet, for all the fun experiments, there is a bit more of an obvious solution: just make the chips more energy efficient.

That’s the thesis of NUVIA, which was founded by three ex-Apple chip designers who led the design of the “A” series chip line for the company’s iPhones and iPads for years. Those chips are wicked fast within a very tight energy envelope, and NUVIA’s premise is essentially what happens when you take those sorts of energy constraints (and the experience of its chip design team) and apply them to the data center.

We did a deep profile of the company last year when it announced its $53 million Series A, so definitely read that to understand the founding story and the company’s mission. Now about one year later, it’s coming back to us with news of a whole bunch of more funding.

Three of Apple and Google’s former star chip designers launch NUVIA with $53M in series A funding

NUVIA announced today that it has closed on a $240 million Series B round led by Mithril Capital, with a bunch of others involved listed below.

Since we last chatted with the company, we now have a bit more detail of what it’s working on. It has two products under development, a system-on-chip (SoC) unit dubbed “Orion” and a CPU core dubbed “Phoenix.” The company previewed a bit of Phoenix’s performance last month, although as with most chip companies, it is almost certainly too early to make any long-term predictions about how the technology will settle in with existing and future chips coming to the market.

NUVIA’s view is that chips are limited to about 250-300 watts of power given the cooling and power constraints of most data centers. As more cores become common pre chip, each core is going to have to make do with less power availability while maintaining performance. NUVIA’s tech is trying to solve that problem, lowering total cost of ownership for data center operators while also improving overall energy efficiency.

There’s a lot more work to be done of course, so expect to see more product announcements and previews from the company as it gets its technology further finalized. With $240 million more dollars in the bank though, it certainly has the resources to make some progress.

Shortly after we chatted with the company last year, Apple sued company founder and CEO Gerald Williams III for breach of contract, with the company arguing that its former chip designer was trying to poach employees for his nascent startup. Williams counter-sued earlier this year, and the two parties are now in the discovery phase of their lawsuit, which remains ongoing.

In addition to lead Mithril, the round was done “in partnership with” the founders of semiconductor giant Marvell (Sehat Sutardja and Weili Dai), funds managed by BlackRock, Fidelity, and Temasek, plus Atlantic Bridge and Redline Capital along with Series A investors Capricorn Investment Group, Dell Technologies Capital, Mayfield, Nepenthe LLC, and WRVI Capital.

Selling a startup can come with an emotional cost

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Every founder dreams of building a substantial company. For those who make it through the myriad challenges, it typically results in an exit. If it’s through an acquisition, that can mean cashing in your equity, paying back investors and rewarding long-time employees, but it also usually results in a loss of power and a substantially reduced role.

Some founders hang around for a while before leaving after an agreed-upon time period, while others depart right away because there is simply no role left for them. However it plays out, being acquired can be an emotional shock: The company you spent years building is no longer under your control,

We spoke to a couple of startup founders who went through this experience to learn what the acquisition process was like, and how it feels to give up something after pouring your heart and soul into building it.

Knowing when it’s time to sell

There has to be some impetus to think about selling: Perhaps you’ve reached a point where growth stalls, or where you need to raise a substantial amount of cash to take you to the next level.

For Tracy Young, co-founder and former CEO at PlanGrid, the forcing event was reaching a point where she needed to raise funds to continue.

After growing a company that helped digitize building plans into a $100 million business, Young ended up selling it to Autodesk for $875 million in 2018. It was a substantial exit, but Young said it was more of a practical matter because the path to further growth was going to be an arduous one.

“When we got the offer from Autodesk, literally we would have had to execute flawlessly and the world had to stay good for the next three years for us to have the same outcome,” she said at a panel on exiting at TechCrunch Disrupt last week.

“As CEO, [my] job is to choose the best path forward for all stakeholders of the company — for our investors, for our team members, for our customers — and that was the path we chose.”

For Rami Essaid, who founded bot mitigation platform Distil Networks in 2011, slowing growth encouraged him to consider an exit. The company had reached around $25 million run rate, but a lack of momentum meant that shifting to a broader product portfolio would have been too heavy a lift.

WhyLabs brings more transparancy to ML ops

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WhyLabs, a new machine learning startup that was spun out of the Allen Institute, is coming out of stealth today. Founded by a group of former Amazon machine learning engineers, Alessya Visnjic, Sam Gracie and Andy Dang, together with Madrona Venture Group principal Maria Karaivanova, WhyLabs’ focus is on ML operations after models have been trained — not on building those models from the ground up.

The team also today announced that it has raised a $4 million seed funding round from Madrona Venture Group, Bezos Expeditions, Defy Partners and Ascend VC.

Visnjic, the company’s CEO, used to work on Amazon’s demand forecasting model.

“The team was all research scientists, and I was the only engineer who had kind of tier-one operating experience,” she told me. “So I thought, “Okay, how bad could it be? I carried the pager for the retail website before. But it was one of the first AI deployments that we’d done at Amazon at scale. The pager duty was extra fun because there were no real tools. So when things would go wrong — like we’d order way too many black socks out of the blue — it was a lot of manual effort to figure out why issues were happening.”

Image Credits: WhyLabs

But while large companies like Amazon have built their own internal tools to help their data scientists and AI practitioners operate their AI systems, most enterprises continue to struggle with this — and a lot of AI projects simply fail and never make it into production. “We believe that one of the big reasons that happens is because of the operating process that remains super manual,” Visnjic said. “So at WhyLabs, we’re building the tools to address that — specifically to monitor and track data quality and alert — you can think of it as Datadog for AI applications.”

The team has brought ambitions, but to get started, it is focusing on observability. The team is building — and open-sourcing — a new tool for continuously logging what’s happening in the AI system, using a low-overhead agent. That platform-agnostic system, dubbed WhyLogs, is meant to help practitioners understand the data that moves through the AI/ML pipeline.

For a lot of businesses, Visnjic noted, the amount of data that flows through these systems is so large that it doesn’t make sense for them to keep “lots of big haystacks with possibly some needles in there for some investigation to come in the future.” So what they do instead is just discard all of this. With its data logging solution, WhyLabs aims to give these companies the tools to investigate their data and find issues right at the start of the pipeline.

Image Credits: WhyLabs

According to Karaivanova, the company doesn’t have paying customers yet, but it is working on a number of proofs of concepts. Among those users is Zulily, which is also a design partner for the company. The company is going after mid-size enterprises for the time being, but as Karaivanova noted, to hit the sweet spot for the company, a customer needs to have an established data science team with 10 to 15 ML practitioners. While the team is still figuring out its pricing model, it’ll likely be a volume-based approach, Karaivanova said.

“We love to invest in great founding teams who have built solutions at scale inside cutting-edge companies, who can then bring products to the broader market at the right time. The WhyLabs team are practitioners building for practitioners. They have intimate, first-hand knowledge of the challenges facing AI builders from their years at Amazon and are putting that experience and insight to work for their customers,” said Tim Porter, managing director at Madrona. “We couldn’t be more excited to invest in WhyLabs and partner with them to bring cross-platform model reliability and observability to this exploding category of MLOps.”

Ripjar, founded by GCHQ alums, raises $36.8M for AI that detects financial crime

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Financial crime as a wider category of cybercrime continues to be one of the most potent of online threats, covering nefarious actives as diverse as fraud, money laundering and funding terrorism. Today, one of the startups that has been building data intelligence solutions to help combat that is announcing a fundraise to continue fueling its growth.

Ripjar, a UK company founded by five data scientists who previously worked together in British intelligence at the Government Communications Headquarters (GCHQ, the UK’s equivalent of the NSA), has raised $36.8 million (£28 million) in a Series B, money that it plans to use to continue expanding the scope of its AI platform — which it calls Labyrinth — and scaling the business.

Labyrinth, as Ripjar describes it, works with both structured and unstructured data, using natural language processing and an API-based platform that lets organizations incorporate any data source they would like to analyse and monitor for activity.

Sources close to the company say that the funding values the startup in the region of £100 million, or about $127 million. Ripjar is currently profitable, the company confirmed.

The funding is being led by Long Ridge Equity Partners, a specialist fintech investor, with previous investors Winton Capital Ltd and Accenture plc also participating. Accenture is a strategic partner: the consultancy/systems integrator uses Ripjar’s tech to work with a number of clients in the financial services sector. Ripjar also has government clients, where its platform is used for counterterrorism work. It declines to disclose any specific names but it does note that its extensive partner list also includes the likes of PWC, BAE Systems, Dow Jones and more.

“We are excited to partner with Long Ridge who bring expertise and resources in scaling fast-growing software companies,” said Jeremy Annis, the co-founder who is both the CEO and CTO of Ripjar. “This investment signals enormous confidence in our world-leading data intelligence technology and ability to protect companies and governments from criminal behaviour which threatens their assets and prosperity. With this funding, we will accelerate the expansion of Ripjar worldwide to provide our customers with the most advanced financial crime solutions, as well as creating new iterations of the Labyrinth platform.”

The startup says that it’s had its biggest year yet — no surprise, given the circumstances. Not only has there been huge shift to online transactions in 2020 because of the rise of the Covid-19 global health pandemic; but a tightening of the world economy has led to more financial scrambling and new nefarious activity, as well as criminal acts to profit from the instability.

That’s led to inking deals with six new enterprise customers and expanding deals with four existing major clients, and Ripjar said that it now has some 20,000 clients globally.

London, as one of the world’s financial centers, has developed a strong reputation for hatching and growing interesting fintech startups, and that has also meant the UK — which also has a strong talent base in artificial intelligence — has become very fertile ground also for startups building services to help protect those fintechs.

Ripjar’s raise, and rise, come within months of two other companies building AI to combat fraud and financial crime also raising money and growing. In July, ComplyAdvantage, which has also been building a database and platform to help combat financial crime, announced a $50 million raise. And a week before that, another UK company also building AI for financial and other cybercrime detection, Quantexa, raised $64.7 million.

Ripjar counts both of these, as well as bigger targets like Palantir, among its competitors. As is most likely, the big institutions that are grappling with financial crime are most likely using a several companies’ technology at the same time.

Indeed, with the issue of money laundering alone a $2 trillion problem (with only 1-2% of that ever identified and recovered), you can see why, at least for right now, banks, governments and others would be willing to put multiple resources on the problem to try to tackle it.

“Financial institutions, corporates and government agencies face ever-increasing risks associated with financial crime and cyber threats” said Kevin Bhatt, a Managing Partner at Long Ridge, in a statement. “We believe Ripjar is well-positioned to provide artificial intelligence solutions that will allow its clients to reduce the cost of compliance, while uncovering new threats through automation. We are incredibly excited to partner with Ripjar to support their continued growth and look forward to working closely with the Ripjar team as they expand to new geographies, customers, and verticals.”

Microsoft launches new Cortana features for business users

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Cortana may have failed as a virtual assistant for consumers, but Microsoft is still betting on it (or at least its brand) for business use cases, now that it has rebranded it as a “personal productivity assistant” as part of Microsoft 365. Today, at its Ignite conference, Microsoft launched and announced a number of new Cortana services for business users.

These include the general availability of Cortana for the new Microsoft Teams displays the company is launching in partnership with a number of hardware vendors. You can think of these as dedicated smart displays for Teams that are somewhat akin to Google Assistant-enabled smart displays, for example — but with the sole focus on meetings. These days, it’s hard to enable a device like this without support for a voice assistant, so there you go. It’ll be available in September in English in the U.S. and will then roll out to Australia, Canada, the U.K. and India in the coming months.

Microsoft winds down its bigger plans for Cortana with mobile app shutdown

In addition to these Teams devices, which Microsoft is not necessarily positioning for meeting rooms but as sidekicks to a regular laptop or desktop, Cortana will also soon come to Teams Rooms devices. Once we go back to offices and meeting rooms, after all, few people will want to touch a shared piece of hardware, so a touchless experience is a must.

For a while now, Microsoft has also been teasing more email-centric Cortana services. Play My Emails, a service that reads you your email out aloud and that’s already available in the U.S. on iOS and Android, is coming to Australia, Canada, the U.K. and India in the coming months. But more importantly, later this month, Outlook for iOS users will be able to interact with their inbox by voice, initiate calls to email senders and play emails from specific senders.

Cortana can now also send you daily briefing emails if you are a Microsoft 365 Enterprise user. This feature is now generally available and will get better meeting preparation, integration with Microsoft To Do and other new features in the coming months.

And if you’re using Cortana on Windows 10, this chat-based app now lets you compose emails, for example (at least if you speak English and are in the U.S.). And if you so desire, you can now use a wake word to launch it.

Cortana wants to be your personal executive assistant and read your emails to you, too

Microsoft Teams gets breakout rooms, custom layouts and virtual commutes

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Unsurprisingly, Teams has become a major focus for Microsoft during the COVID-19 pandemic, so it’s no surprise that the company is using its annual Ignite IT conference to announce a number of new features for the service.

Today’s announcements follow the launch of features like Together Mode and dynamic view earlier this summer.

Together Mode, which puts cutouts of meeting participants in different settings, is getting a bit of an update today with the launch of new scenes: auditoriums, coffee shops and conference rooms. Like before, the presenter chooses the scene, but what’s new now is that Microsoft is also using machine learning to ensure that participants are automatically centered in their virtual chairs, making the whole scene look just a little bit more natural (and despite what Microsoft’s research shows, I can never help but think that this all looks a bit goofy, maybe because it reminds me of the opening credits of The Muppet Show).

Image Credits: Microsoft

Also new in Teams is custom layouts, which allow presenters to customize how their presentations — and their own video feeds — appear. With this, a presenter can superimpose her own video image over the presentation, for example.

Image Credits: Microsoft

Breakout rooms, a feature that is getting a lot of use in Zoom these days, is now also coming to Teams. Microsoft calls it the most requested feature in Teams and, like in similar products, it allows meeting organizers to split participants into smaller groups — and the meeting organizer can then go from room to room. Unsurprisingly, this feature is especially popular with teachers, though companies, too, often use it to facilitate brainstorming sessions, for example.

Image Credits: Microsoft

After exhausting all your brainstorming power in those breakout rooms and finishing up your meeting, Teams can now also send you an automatic recap of a meeting that includes a recording, transcript, shared files and more. These recaps will automatically appear on your Outlook calendar. In the future, Microsoft will also enable the ability to automatically store these recordings on SharePoint.

For companies that regularly host large meetings, Microsoft will launch support for up to 1,000 participants in the near future. Attendees in these meetings will get the full Teams experience, Microsoft promises. Later, Microsoft will also enable view-only meetings for up to 20,000 participants. Both of these features will become available as part of a new “Advanced Communications” plan, which is probably no surprise, given how much bandwidth and compute power it will likely take to manage a 1,000-person meeting.

Image Credits: Microsoft

Microsoft also made two hardware announcements related to Teams today. The first is the launch of what it calls “Microsoft Teams panels,” which are essentially small tablets that businesses can put outside of their meeting rooms for wayfinding. One cool feature here — especially as businesses start planning their post-pandemic office strategy — is that these devices will be able to use information from the cameras in the room to count how many people are attending a meeting in person and then show remaining room capacity, for example.

The company also today announced that the giant Surface Hub 2S 85-inch model will be available in January 2021.

And there is more. Microsoft is also launching new Teams features for front-line workers to help schedule shifts, alert workers when they are using Teams off-shift and praise badges that enable organizations to recognize workers (though those workers would probably prefer hard cash over a digital badge).

Also new is an integration between Teams and RealWear head-mounted devices for remote collaboration and a new Walkie Talkie app for Android.

And since digital badges aren’t usually enough to improve employee well-being, Microsoft is also adding a new set of well-being features to Teams. These provide users with personalized recommendations to help change habits and improve well-being and productivity.

Image Credits: Microsoft

That includes a new “virtual commute” feature that includes an integration with Headspace and an emotional check-in experience.

I’ve always been a fan of short and manageable commutes for getting some distance between work and home, but that’s not exactly a thing right now. Maybe Headspace works as an example, but there’s only so much Andy Puddicombe I can take. Still, I think I’ll keep my emotional check-ins to myself, though Microsoft obviously notes that it will keep all of that information private.

And while businesses now care about your emotional well-being (because it’s closely related to your productivity), managers mostly care about the work you get done. For them, Workplace Analytics is coming to Teams, giving “managers line of sight into teamwork norms like after-hours collaboration, focus time, meeting effectiveness, and cross-company connections. These will then be compared to averages among similar teams to provide managers with actionable insights.”

If that doesn’t make your manager happy, what will? Maybe a digital praise badge?

Microsoft makes Teams video meetings less tiring with its new Together mode

Microsoft brings data services to its Arc multi-cloud management service

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Microsoft today launched a major update to its Arc multi-cloud service that allows Azure customers to run and manage workloads across clouds — including those of Microsoft’s competitors — and their on-premises data centers. First announced at Microsoft Ignite in 2019, Arc was always meant to not just help users manage their servers but also allow them to run data services like Azure SQL and Azure Database for PostgreSQL, close to where their data sits.

Today, the company is making good on this promise with the preview launch of Azure Arc-enabled data services with support for, as expected, Azure SQL and Azure Database for PostgreSQL.

In addition, Microsoft is making the core feature of Arc, Arc-enabled servers, generally available. These are the tools at the core of the service that allow enterprises that use the standard Azure Portal to manage and monitor their Windows and Linux servers across their multi-cloud and edge environments.

Image Credits: Microsoft

“We’ve always known that enterprises are looking to unlock the agility of the cloud — they love the app model, they love the business model — while balancing a need to maintain certain applications and workloads on premises,” Rohan Kumar, Microsoft’s corporate VP for Azure Data said. “A lot of customers actually have a multi-cloud strategy. In some cases, they need to keep the data specifically for regulatory compliance. And in many cases, they want to maximize their existing investments. They’ve spent a lot of CapEx.”

As Kumar stressed, Microsoft wants to meet customers where they are, without forcing them to adopt a container architecture, for example, or replace their specialized engineered appliances to use Arc.

“Hybrid is really [about] providing that flexible choice to our customers, meeting them where they are, and not prescribing a solution,” he said.

He admitted that this approach makes engineering the solution more difficult, but the team decided the baseline should be a container endpoint and nothing more. And for the most part, Microsoft packaged up the tools its own engineers were already using to run Azure services on the company’s own infrastructure to manage these services in a multi-cloud environment.

“In hindsight, it was a little challenging at the beginning, because, you can imagine, when we initially built them, we didn’t imagine that we’ll be packaging them like this. But it’s a very modern design point,” Kumar said. But the result is that supporting customers is now relatively easy because it’s so similar to what the team does in Azure, too.

Kumar noted that one of the selling points for the Azure Data Services is also that the version of Azure SQL is essentially evergreen, allowing them to stop worrying about SQL Server licensing and end-of-life support questions.

You can now use Azure to manage resources anywhere, including on AWS and Google Cloud

Microsoft challenges Twilio with the launch of Azure Communication Services

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Microsoft today announced the launch of Azure Communication Services, a new set of features in its cloud that enable developers to add voice and video calling, chat and text messages to their apps, as well as old-school telephony.

The company describes the new set of services as the “first fully managed communication platform offering from a major cloud provider,” and that seems right, given that Google and AWS offer some of these features, including the AWS notification service, for example, but not as part of a cohesive communication service. Indeed, it seems Azure Communication Service is more of a competitor to the core features of Twilio or up-and-coming MessageBird.

Over the course of the last few years, Microsoft has built up a lot of experience in this area, in large parts thanks to the success of its Teams service. Unsurprisingly, that’s something Microsoft is also playing up in its announcement.

“Azure Communication Services is built natively on top a global, reliable cloud — Azure. Businesses can confidently build and deploy on the same low latency global communication network used by Microsoft Teams to support over 5 billion meeting minutes in a single day,” writes Scott Van Vliet, corporate vice president for Intelligent Communication at the company.

Microsoft also stresses that it offers a set of additional smart services that developers can tap into to build out their communication services, including its translation tools, for example. The company also notes that its services are encrypted to meet HIPPA and GDPR standards.

Like similar services, developers access the various capabilities through a set of new APIs and SDKs.

As for the core services, the capabilities here are pretty much what you’d expect. There’s voice and video calling (and the ability to shift between them). There’s support for chat and, starting in October, users will also be able to send text messages. Microsoft says developers will be able to send these to users anywhere, with Microsoft positioning it as a global service.

Provisioning phone numbers, too, is part of the services and developers will be able to provision those for in-bound and out-bound calls, port existing numbers, request new ones and — most importantly for contact-center users — integrate them with existing on-premises equipment and carrier networks.

“Our goal is to meet businesses where they are and provide solutions to help them be resilient and move their business forward in today’s market,” writes Van Vliet. “We see rich communication experiences – enabled by voice, video, chat, and SMS – continuing to be an integral part in how businesses connect with their customers across devices and platforms.”

Mirakl raises $300 million for its marketplace platform

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French startup Mirakl has raised a $300 million funding round at a $1.5 billion valuation — the company is now a unicorn. Mirakl helps you launch and manage a marketplace on your e-commerce website. Many customers also rely on Mirakl-powered marketplaces for B2B transactions.

Permira Advisers is leading the round, with existing investors 83North, Bain Capital Ventures, Elaia Partners and Felix Capital also participating.

“We’ve closed this round in 43 days,” co-founder and U.S. CEO Adrien Nussenbaum told me. But the due diligence process has been intense. “[Permira Advisers] made 250 calls to clients, leads, partners and former employees.”

Many e-commerce companies rely on third-party sellers to increase their offering. Instead of having one seller selling to many customers, marketplaces let you sell products from many sellers to many customers. Mirakl has built a solution to manage the marketplace of your e-commerce platform.

300 companies have been working with Mirakl for their marketplace, such as Best Buy Canada, Carrefour, Darty and Office Depot. More recently, Mirakl has been increasingly working with B2B clients as well.

These industry-specific marketplaces can be used for procurement or bulk selling of parts. In this category, clients include Airbus Helicopters, Toyota Material Handling and Accor’s Astore. 60% of Mirakl’s marketplace are still consumer-facing marketplaces, but the company is adding as many B2B and B2C marketplaces these days.

“We’ve developed a lot of features that enable platform business models that go further than simple marketplaces,” co-founder and CEO Philippe Corrot told me. “For instance, we’ve invested in services — it lets our clients develop service platforms.”

In France, Conforama can upsell customers with different services when they buy some furniture for instance. Mirakl has also launched its own catalog manager so that you can merge listings, add information, etc.

The company is using artificial intelligence to do the heavy-lifting on this front. There are other AI-enabled features, such as fraud detection.

Given that Mirakl is a marketplace expert, it’s not surprising that the company has also created a sort of marketplace of marketplaces with Mirakl Connect.

“Mirakl Connect is a platform that is going to be the single entry point for everybody in the marketplace ecosystem, from sellers to operators and partners,” Corrot said.

For sellers, it’s quite obvious. You can create a company profile and promote products on multiple marketplaces at once. But the company is also starting to work with payment service providers, fulfillment companies, feed aggregators and other partners. The company wants to become a one-stop shop on marketplaces with those partners.

Overall, Mirakl-powered marketplaces have generated $1.2 billion in gross merchandise volume (GMV) during the first half of 2020. It represents a 111% year-over-year increase, despite the economic crisis.

With today’s funding round, the company plans to expand across all areas — same features, same business model, but with more resources. It plans to hire 500 engineers and scale its sales and customer success teams.

HubSpot’s new end-to-end sales hub aims to simplify CRM for midmarket customers

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HubSpot, the Boston firm that made its name by helping to define the in-bound marketing concept, sees a pandemic landscape that’s changing the way companies sell, forcing more inside sales. Today, the company announced the HubSpot Sales Hub Enterprise at Inbound, their annual conference being held virtually this year.

While the company has been offering a CRM tool for five years now, where they feel they have addressed ease-of-use issues for salespeople, the new tool is about bringing a new end-to-end approach addressing not only the needs of sales people, but management and system admins, as well, says Lou Orfanos, GM and VP of Sales Hub at HubSpot.

“So, this is about [providing customers with a more powerful set of tools] and also just making sure that you can run your sales process end-to-end in our platform. We feel really good about being able to offer that out of the box natively and being able to do everything you need to do [in one tool], which is, I think, pretty unique given the state of the market and having to [cobble] a bunch of things together yourself,” Orfanos explained.

While the previous product was aimed more at smaller businesses, Chief Customer Officer Yamini Rangan, who previously worked at Dropbox, Workday and SAP, says this product is aimed more at midmarket companies with more complex sales workflows.

“What we find is that the customer experience for a 500-person company or for a 1,000-person company is quite different and their expectations are quite different than a 10-person small business. What the Sales Hub Enterprise specifically brings is the ease of use, as well as the powerful features [ … ] to a larger midmarket organization,” Rangan said.

HubSpot specifically sees larger companies in this space, like Adobe, Salesforce and SAP, acquiring different pieces of the stack, then incorporating them into a solution, or customers pulling together different pieces of the stack themselves. The company believes that by building a single integrated solution themselves, it’s going to be naturally easier to use.

“We also find that that’s the size of the company where the tech stack, the sales stack and the marketing stack gets super complex, and they’re spending a lot of time trying to integrate a lot of different point solutions and what we find is having all of this — marketing, CMS, sales underlined by a CRM platform — that gives them visibility that they need to run their entire go-to-market operations,” she said.

While the lower end of the market where HubSpot is targeting probably won’t interest larger competitors, especially Salesforce, as they move up in that market to larger companies, they expect to compete with those companies. Rangan says that she believes by providing this new offering, they are giving customers options they didn’t have before.

But she also sees this as a way into companies as they grow, and if HubSpot can catch them earlier in their evolution, they can grow with them and become their vendor of choice, rather than the usual suspects.

“What we find is that companies will start as a 100-person company and grow to become a 500- or a 1,000-person company, and as they grow up on HubSpot we become their growth suite and we become the core platform of record for them to continue to grow,” she said.

HubSpot unveils new content management system aimed at marketers