Belgium-based Donna has just landed a noteworthy €4.1 million investment to scale its AI assistant designed specifically for field sales teams. This move not only showcases the potential of companies targeting niche markets but also highlights a rising demand for specialized tools that solve real operational headaches.
Donna was created in 2023 by a group of experienced entrepreneurs working out of Ghent. The founding team, who collectively have successfully started and exited other ventures, developed the platform to help field sales professionals streamline their workflows. Unlike desk-based sales tools, Donna focuses on the specific challenges of reps who are frequently on the move, juggling customer interactions, meeting follow-ups, and managing CRM systems.
Field sales professionals often lose hours to administrative tasks, all necessary but rarely revenue-generating. Donna changes the game by automating everything from calendar preparation to CRM data entry and follow-up emails. It’s a tool that not only integrates with popular systems like Salesforce, HubSpot, and Microsoft Dynamics 365 but also anticipates the needs of its users based on real-time interactions.
Its latest funding round reflects its growing momentum. Supported by investors like Frontline Ventures and several angel backers, the fresh influx of capital will be used to expand the platform’s reach into European and U.S. markets while also enhancing the AI’s core capabilities.
Why Field Sales Need a Dedicated Solution
While CRM and sales automation tools are abundant, few offer value to mobile-first teams. Sales reps spend much of their day in transit, visiting clients, and storing mental notes. Donna fills this gap by being a constant companion that listens, takes notes, and syncs information without requiring manual input. Here’s how it works:
- Pre-Meeting Briefings: Based on your calendar, Donna prepares a customized meeting briefing, highlighting past client interactions and key points to discuss.
- Real-Time Note Capture: During meetings, it transcribes essential points, stores action items, and captures emotions or tone shifts.
- Post-Meeting Updates: Within minutes, CRM entries are completed automatically, follow-up emails are drafted, and next steps are scheduled.
The Metrics Backing Its Success
- Reduced admin time: Donna claims to shave off 75% of the time typically spent on post-meeting tasks.
- CRM data quality boost: Clients in industries like real estate, construction, and manufacturing reported a 5x improvement in their CRM completeness after adopting the platform.
- Increased deal close rate: Early testers saw a 20% lift in client wins.
These practical benefits resonate with an underserved user base and are likely why the likes of ABB and Atlas Copco have signed up.
What Went Right For Donna
Donna’s focus on a specific user group allowed it to stand out in a crowded market. Instead of creating another generic sales tool, the company tackled the distinct pain points of field reps. Besides, by integrating with existing platforms, it slyly avoided forcing companies to abandon their current setups, reducing barriers to adoption.
The startup also timed its entry into the market well. Investors are increasingly supporting purpose-built AI tools that target niche industries. With the broader CRM market transitioning into the AI era, specialized platforms like Donna fit perfectly into this shifting landscape.
How To Leverage Donna As a Sales Team
Wondering if this assistant is right for your team? Here’s how to get started:
- Step 1: Evaluate your current workflows. If your team struggles with CRM adoption, meeting preparation, or follow-ups, you’re likely to see immediate results.
- Step 2: Sign up for a demo via their website, Donna, to better understand how it integrates with your preferred tools.
- Step 3: Roll out the tool to a pilot group within your team for a trial run. Track how much time is saved and whether sales results on those accounts improve.
Common Mistakes To Avoid With Any Sales Tool
- Skipping Education: Ensure your team understands how to use the software effectively. Even great tools fail if employees don’t get the training they need.
- Assuming Automation Solves Everything: While tools like Donna can streamline tasks, building and maintaining good client relationships will always require the human touch.
- Failure to Evolve: Periodically review whether the tool is still meeting your team’s needs or if refinement is necessary.
Why This €4.1 Million Matters
This funding isn’t just about scaling a startup, it’s a sign of where sales enablement tools are headed. Investors are placing their bets on the idea that tailored, always-learning assistants are the future. Generic platforms may soon lose relevance as businesses demand tools that adapt to specific contexts and offer a clear, measurable ROI.
More so, this investment solidifies Belgium’s reputation as a tech ecosystem to watch. Alongside Donna, other Belgian startups in AI and sales are beginning to attract global attention, showcasing that great innovation often comes from smaller regions tackling niche problems.
A Final Word
As someone who’s built companies in highly specialized industries, I can tell you that focusing on a clear, overlooked customer need creates opportunities not just for financial success but also for shaping how entire professions work. Donna’s rise feels like a case study in this type of market creation. Smart, focused tools like Donna prove that sometimes, success is less about being broad and more about being precise.
FAQ
1. What is Donna and what does it do?
Donna is a proactive AI assistant tailored for field sales teams. It automates administrative tasks such as meeting preparation, note-taking, CRM updates, and follow-up emails, allowing sales reps to focus more on selling and client relationships. Discover how Donna works
2. Who are the founders of Donna?
Donna was founded in 2023 by Nicolas Christiaen and Jonas Deprez, experienced entrepreneurs from Ghent, Belgium. Nicolas previously led fintech company Cashforce, while Jonas was the founder of retail data company Daltix.
3. How much funding did Donna recently secure?
Donna raised €4.1 million in funding to expand its market reach and enhance product capabilities. Read about Donna’s funding
4. What makes Donna unique compared to other AI tools for sales teams?
Unlike desk-based sales tools, Donna is designed specifically for field sales professionals who are constantly on the move. It integrates seamlessly with popular platforms like Salesforce, HubSpot, and Microsoft Dynamics 365, automating workflows in real-time to eliminate admin burden. Learn about Donna’s features
5. How has Donna impacted sales teams’ productivity?
Donna claims to reduce admin time by up to 75%, boost CRM data completeness 5x, and increase deal close rates by 20% for early testers.
6. What industries are already using Donna?
Donna has seen adoption in sectors like real estate, construction, manufacturing, and more, with companies including ABB and Atlas Copco signing up. See how Donna helps various industries
7. What are some challenges Donna addresses for field sales teams?
Donna solves challenges related to meeting preparation, note-taking during client visits, timely follow-ups, and CRM data entry, ensuring streamlined workflows for sales teams on the go.
8. What’s next for Donna following its funding round?
Donna plans to expand into European and U.S. markets, attract new talent, and further refine its AI capabilities to serve sales teams globally. Read about Donna’s goals
9. Why did Donna attract investor interest?
Investors are increasingly looking for niche AI tools like Donna that deliver measurable ROI and solve overlooked operational pains. Learn why investors backed Donna
10. How can sales teams get started with Donna?
Sales teams can evaluate their current workflows, sign up for a demo, and implement Donna with a pilot group to track its impact on time savings and sales outcomes. Book a demo
About the Author
Violetta Bonenkamp, also known as MeanCEO, is an experienced startup founder with an impressive educational background including an MBA and four other higher education degrees. She has over 20 years of work experience across multiple countries, including 5 years as a solopreneur and serial entrepreneur. Throughout her startup experience she has applied for multiple startup grants at the EU level, in the Netherlands and Malta, and her startups received quite a few of those. She’s been living, studying and working in many countries around the globe and her extensive multicultural experience has influenced her immensely.
Violetta Bonenkamp's expertise in CAD sector, IP protection and blockchain
Violetta Bonenkamp is recognized as a multidisciplinary expert with significant achievements in the CAD sector, intellectual property (IP) protection, and blockchain technology.
CAD Sector:
- Violetta is the CEO and co-founder of CADChain, a deep tech startup focused on developing IP management software specifically for CAD (Computer-Aided Design) data. CADChain addresses the lack of industry standards for CAD data protection and sharing, using innovative technology to secure and manage design data.
- She has led the company since its inception in 2018, overseeing R&D, PR, and business development, and driving the creation of products for platforms such as Autodesk Inventor, Blender, and SolidWorks.
- Her leadership has been instrumental in scaling CADChain from a small team to a significant player in the deeptech space, with a diverse, international team.
IP Protection:
- Violetta has built deep expertise in intellectual property, combining academic training with practical startup experience. She has taken specialized courses in IP from institutions like WIPO and the EU IPO.
- She is known for sharing actionable strategies for startup IP protection, leveraging both legal and technological approaches, and has published guides and content on this topic for the entrepreneurial community.
- Her work at CADChain directly addresses the need for robust IP protection in the engineering and design industries, integrating cybersecurity and compliance measures to safeguard digital assets.
Blockchain:
- Violetta’s entry into the blockchain sector began with the founding of CADChain, which uses blockchain as a core technology for securing and managing CAD data.
- She holds several certifications in blockchain and has participated in major hackathons and policy forums, such as the OECD Global Blockchain Policy Forum.
- Her expertise extends to applying blockchain for IP management, ensuring data integrity, traceability, and secure sharing in the CAD industry.
Violetta is a true multiple specialist who has built expertise in Linguistics, Education, Business Management, Blockchain, Entrepreneurship, Intellectual Property, Game Design, AI, SEO, Digital Marketing, cyber security and zero code automations. Her extensive educational journey includes a Master of Arts in Linguistics and Education, an Advanced Master in Linguistics from Belgium (2006-2007), an MBA from Blekinge Institute of Technology in Sweden (2006-2008), and an Erasmus Mundus joint program European Master of Higher Education from universities in Norway, Finland, and Portugal (2009).
She is the founder of Fe/male Switch, a startup game that encourages women to enter STEM fields, and also leads CADChain, and multiple other projects like the Directory of 1,000 Startup Cities with a proprietary MeanCEO Index that ranks cities for female entrepreneurs. Violetta created the "gamepreneurship" methodology, which forms the scientific basis of her startup game. She also builds a lot of SEO tools for startups. Her achievements include being named one of the top 100 women in Europe by EU Startups in 2022 and being nominated for Impact Person of the year at the Dutch Blockchain Week. She is an author with Sifted and a speaker at different Universities. Recently she published a book on Startup Idea Validation the right way: from zero to first customers and beyond, launched a Directory of 1,500+ websites for startups to list themselves in order to gain traction and build backlinks and is building MELA AI to help local restaurants in Malta get more visibility online.
For the past several years Violetta has been living between the Netherlands and Malta, while also regularly traveling to different destinations around the globe, usually due to her entrepreneurial activities. This has led her to start writing about different locations and amenities from the POV of an entrepreneur. Here’s her recent article about the best hotels in Italy to work from.
About the Publication
Fe/male Switch is an innovative startup platform designed to empower women entrepreneurs through an immersive, game-like experience. Founded in 2020 during the pandemic "without any funding and without any code," this non-profit initiative has evolved into a comprehensive educational tool for aspiring female entrepreneurs.The platform was co-founded by Violetta Shishkina-Bonenkamp, who serves as CEO and one of the lead authors of the Startup News branch.
Mission and Purpose
Fe/male Switch Foundation was created to address the gender gap in the tech and entrepreneurship space. The platform aims to skill-up future female tech leaders and empower them to create resilient and innovative tech startups through what they call "gamepreneurship". By putting players in a virtual startup village where they must survive and thrive, the startup game allows women to test their entrepreneurial abilities without financial risk.
Key Features
The platform offers a unique blend of news, resources,learning, networking, and practical application within a supportive, female-focused environment:
- Skill Lab: Micro-modules covering essential startup skills
- Virtual Startup Building: Create or join startups and tackle real-world challenges
- AI Co-founder (PlayPal): Guides users through the startup process
- SANDBOX: A testing environment for idea validation before launch
- Wellness Integration: Virtual activities to balance work and self-care
- Marketplace: Buy or sell expert sessions and tutorials
Impact and Growth
Since its inception, Fe/male Switch has shown impressive growth:
- 5,000+ female entrepreneurs in the community
- 100+ startup tools built
- 5,000+ pieces of articles and news written
- 1,000 unique business ideas for women created
Partnerships
Fe/male Switch has formed strategic partnerships to enhance its offerings. In January 2022, it teamed up with global website builder Tilda to provide free access to website building tools and mentorship services for Fe/male Switch participants.
Recognition
Fe/male Switch has received media attention for its innovative approach to closing the gender gap in tech entrepreneurship. The platform has been featured in various publications highlighting its unique "play to learn and earn" model.