Lative raises €6.4M to scale AI-driven sales planning as users report 24% productivity gains
Dublin-based Lative has secured €6.4 million to accelerate product development and expand its go-to-market. The round was co-led by Act Venture Capital and Senovo VC, with participation from Elkstone, Enterprise Ireland, WestWave Capital, Handshake Ventures, and Shuttle. Industry clients include Seismic, Intercom, Aiven, Avalara, and Version 1.
The pitch is simple: speed up sales planning, replace spreadsheet chaos, and make decisions with real-time visibility. Teams using Lative report up to 24% gains in sales productivity.
Why sales leaders should care
Sales planning still runs on spreadsheets in most orgs, which slows execution and blurs accountability. Lative connects top-down targets and quota plans with bottom-up productivity and capacity so you can see what's working and adjust faster.
That means cleaner headcount plans, smarter territory and quota design, and fewer "end of quarter surprises." It also gives RevOps the data to defend hiring and investment decisions.
What Lative does
- Unifies planning: targets, quotas, capacity, and productivity in one platform.
- Models org design: simulate hiring, territories, and role mix to hit revenue goals.
- Real-time adjustments: update plans as conversion rates, ramp, or pipeline shift.
- AI Insights: surface risks and opportunities before they hit the forecast.
- Track execution: compare plan vs actual and close the loop on decisions.
"We saw the same issue over and over again - sales planning was slow, manual, and stuck in spreadsheets," said Werner Schmidt, co-founder and CEO. "We built Lative to give sales teams real-time visibility and confidence so every decision is informed, not guessed."
Dr Alexander Buchberger, Partner at Senovo, added: "By helping teams identify what's working and what isn't in real-time, problems are identified before they become too large to manage."
How it fits in the market
Within Europe's AI-for-sales and GTM automation space, 2025 has seen steady activity: Remuner (€5.5M, AI-driven sales comp), Bizzy (€4M, AI Sales Agent), and Spiich Labs (€600k, B2B sales workflow automation). None directly overlap with Lative's focus on AI-enhanced sales planning and execution.
With roughly €16.5 million disclosed in this broader segment so far in 2025, Lative's round stands out on size and adds an Ireland-based player to a field more common in Spain, Belgium, and Sweden.
Traction and integrations
Founded in 2022 by Werner Schmidt and Laura Tortosa Sancho, Lative reports 10x growth in 15 months. The platform integrates with data leaders like Salesforce, HubSpot, and Snowflake to sync plan inputs and execution data.
"Lative allows us to see our productive sales capacity in real-time which is fundamental to how we scale the business and invest in the right areas to accelerate growth," said Mathieu Cognac, Vice President of Revenue Operations at Seismic.
Market signal
The sales performance management market was valued at over $2.3 billion in 2023 and is projected to exceed $7 billion by 2030. The direction is clear: automation and real-time intelligence are becoming standard for planning and execution.
Andrew O'Neill, Principal at Act, said: "New AI consumption models now need better tooling to manage complexity. Lative helps industry leaders see true sales productivity and capacity in real-time to deliver efficient growth."
What this means for your team
- Replace spreadsheet drift with a single plan of record. No more version control fights.
- Quantify productive capacity and ramp so hiring plans aren't guesswork.
- Test territory and quota scenarios before you roll them out.
- Give leadership a live view of risk, coverage, and attainment-without manual reporting.
How to evaluate tools like Lative
- Baseline: capture current planning cycle time, forecast error, and rep productivity (meetings, pipeline per rep, win rates).
- Data: confirm clean CRM, compensation, and pipeline stages; define your golden KPIs.
- Pilot: start with one region or segment; model headcount and quota changes for next quarter.
- Compare: measure results vs. your spreadsheet process-time saved, forecast accuracy, and coverage improvements.
- Rollout: lock governance for model assumptions, quota changes, and plan vs actual reporting.
Key numbers at a glance
- Funding: €6.4M, co-led by Act Venture Capital and Senovo VC.
- Backers: Elkstone, Enterprise Ireland, WestWave Capital, Handshake Ventures, Shuttle.
- Reported impact: up to 24% productivity gains across segments.
- Growth: 10x in 15 months; integrations with Salesforce, HubSpot, Snowflake.
If you're upskilling your sales org on AI
Equip managers and reps to work with AI-first planning and reporting. Curated AI learning by role can speed adoption and reduce rework-use resources like Complete AI Training by job to structure enablement.
Bottom line: if your plan lives in spreadsheets and your forecast swings late in the quarter, this class of platform is worth a pilot. The teams doing this well get clarity faster-and they keep it as conditions change.
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