Charlie Roos and Greg de Laval of Sales Automation

When frustration meets ingenuity, innovation is born. For Charlie Roos and Greg de Laval, the spark that ignited their company, Sales Automation, came from the tedious grind of manual lead generation. It wasn’t just a problem, it was their problem. And like true problem solvers, they decided to fix it in a way that would not only transform their own workflows but also revolutionize the way businesses approach B2B outreach.

The pain point that became the launchpad

While managing market expansion in Scandinavia for a software company, Charlie found himself endlessly scrolling through uninspiring data lists and battling with underwhelming email automation tools. "It was a repetitive cycle that wasted so much time," he recalls. "I thought, there must be a smarter way to do this." That thought became the seed for Pitchr, the core technology behind Sales Automation.

Unlike generic solutions, Pitchr streamlines the entire lead generation and outreach process, eliminating hours of manual work while delivering tailored, actionable results. "We didn’t just want a product that works, we wanted a product that wows," says Greg.

"We wanted a product that wows"

From concept to creation: The journey of entrepreneurship

For Charlie and Greg, entrepreneurship wasn’t always the plan. Greg describes it as a natural evolution: "We realized our solution was solving such a universal problem that it deserved its own platform. From there, building a company was the logical next step."

But this wasn’t a leap into the unknown. The duo’s meticulous preparation set the foundation for their success. They started small, testing the waters with early users. "We went to market quickly and let user feedback shape our roadmap," Greg explains. This iterative process not only honed their product but also built trust with their growing client base.

Standing out in a crowded market

The B2B sales software space is no stranger to competition. Giants like Lusha and Apollo dominate the scene, but Charlie and Greg saw an opportunity to stand out. "We focused on automation without the complexity," Charlie explains. "Our aim was to simplify the lead generation process without sacrificing quality."

Unlike their competitors, Sales Automation emphasizes an all-in-one flow: from identifying prospects to personalized outreach, all with minimal user input. "The goal is simple," Greg adds. "Save users time, deliver results, and make it effortless.”

Lessons learned along the way

Building a business isn’t without its lessons. "One of the biggest mistakes we made early on was offering too much for free," Greg admits. "It might seem like a good way to attract customers, but it often draws the wrong crowd/people who undervalue what you offer."

Instead, the team shifted focus to demonstrating the true worth of their product through strategic pricing and value-driven pitches. "Your pricing should reflect the impact you’re delivering," Charlie says. "Once we understood that, everything changed."

 “Your pricing should reflect the impact you’re delivering”

Balancing work, life, and creativity

For both founders, entrepreneurship doesn’t stop at the office door. "My social life is deeply intertwined with my work," says Charlie. "I surround myself with people who challenge and inspire me, and I find ways to recharge during the week." Greg, on the other hand, emphasizes efficiency: "It’s all about cutting out wasted time. Once you do that, balance falls into place naturally."

Looking ahead

The future for Sales Automation is all about growth. "We’re focused on breaking into the market and proving our value at scale," Greg shares. Beyond that, they envision expanding Pitchr’s capabilities to address adjacent use cases in B2B sales. "It’s about taking it one step at a time and staying true to our mission."

Advice for aspiring entrepreneurs

Greg’s golden advice? "Be honest with yourself. Entrepreneurship isn’t for everyone, and that’s okay. But if you’re going to try, be prepared to fail (early) and often. It’s not about being perfect; it’s about being persistent."

Charlie adds, "Don’t underestimate your potential. The hardest part is getting started, but once you’re in the game, you’ll realize just how far you can go."