Salesroom aimed to transform how sales teams close deals by combining dedicated video conferencing with real-time insights and AI-driven guidance. By offering intelligent playbooks and analytics, it enabled sales professionals to run more effective calls, respond confidently to client cues, and deliver impactful online meetings.

During my time at Salesroom, we harnessed AI to provide dynamic recommendations and engagement prompts directly within calls. This ongoing innovation pushed the boundaries of what a sales-focussed platform could achieve, helping teams work more efficiently and decisively.

I joined as a founding engineer, establishing the product's technical foundations before progressing to Head of Engineering as the company evolved. My responsibilities covered the full product lifecycle — from early ideation and design through to coding, testing, and performance evaluation. This comprehensive involvement ensured our technical decisions remained closely aligned with user requirements and business objectives.

As the team expanded, I balanced coding with leadership, confident in our experienced engineers to deliver impactful features. This trust allowed me to concentrate on strategic growth, refining processes, and guiding the long-term direction of the product, while still remaining hands-on where needed.

Product Highlights

Creating a state-of-the-art browser-based video platform presented unique technical challenges. We integrated WebRTC and Bluetooth to ensure consistent call quality across a diverse range of devices. Simultaneously, we embedded AI-driven features within live sessions, surfacing actionable insights at precisely the right moments for sales professionals.

A standout innovation was real-time playbooks, guiding sellers through conversations and offering data-backed next steps. Sales managers and Account Executives welcomed this capability, as it synchronised with CRM systems and delivered measurable improvements in meeting efficiency and outcomes.

Team & Leadership

Our senior engineering team operated within a flat structure, encouraging open communication, shared ownership, and collaborative problem-solving. I believed in granting team members the autonomy to shape their work, trusting their expertise to maintain our high standards.

My leadership focused on aligning technical excellence with broader business goals. By fostering a culture of trust, accountability, and curiosity, we successfully delivered complex features with efficiency, whilst continually striving to raise the bar for innovation.

AI & Innovation

Salesroom’s core value lay in its AI-driven features, built on advanced language models. We developed custom logic to interpret conversations in real time, detecting key moments such as objections or competitor mentions and delivering timely, context-aware prompts.

Data and analytics underpinned our continuous improvement. By carefully analysing audio and video data — always respecting privacy and user consent — we refined our features to provide the most value. This evidence-based approach ensured that Salesroom’s AI capabilities consistently translated into tangible benefits for sales teams.

Results & Impact

Salesroom’s early successes validated its approach. By addressing real-world challenges — from improving meeting efficiency to seamless CRM integration — we built a platform that truly resonated with users. Positive feedback from early adopters and a thriving engineering culture underscored the impact of combining technical excellence with user-centric innovation.

I’m especially proud of our small, dedicated team and its ability to achieve so much with limited resources. We consistently translated ambitious ideas into workable MVPs, using genuine customer feedback to refine our roadmap. The lessons learned in balancing vision with pragmatism continue to guide how I approach product development, engineering leadership, and innovation today.