Second Nature secures $22M Series B to future-proof sales teams
AI sales and service platform Second Nature has raised $22 million in Series B funding. The round was led by Sienna VC with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a customer.
The company plans to expand operations and sharpen its interactive AI simulations that train reps on product messaging, objection handling, and discovery skills. The goal: build training, coaching, and certification directly into a team's daily workflow-without pulling reps out of selling.
What's in it for sales leaders
- Faster onboarding: New reps can practice core scenarios on day one and hit quota sooner.
- Consistent messaging: Roll out new product narratives across teams in hours, not weeks.
- Coaching at scale: Managers get targeted insights on where each rep needs work-no extra meetings.
- Measurable lift: Second Nature reports clients like Zoom, Oracle, Adobe, Teleperformance, and Check Point have seen 20%+ sales increases after about 30 minutes of training per rep.
Leadership at Second Nature says enterprises and high-growth startups are using the platform to adapt their sales, service, and go-to-market teams to AI-driven workflows, speeding up onboarding and improving performance. Investors say the company is setting the standard for AI roleplay training, with a clear path toward AI Sales Agents as a core pillar of modern GTM.
How to act on this in your org
- Pick 3 high-impact scenarios (discovery, competitive deals, objection handling) and pilot AI roleplay with one team for 30 days.
- Define simple success metrics: time-to-first-meeting, win rate on a target segment, message adoption score.
- Integrate the training into your weekly rhythm-10-15 minutes per rep, tied to current pipeline opportunities.
- Coach managers to review AI session insights and assign focused drills instead of generic training.
- Use certifications to lock in new product messaging before launches or territory changes.
The bigger picture
AI practice environments are becoming standard in sales enablement stacks. Teams that combine short, frequent simulations with manager-led feedback loops will see the most lift-and keep it.
If you're mapping skills to roles and need structured learning paths, explore AI training by role here: Complete AI Training: Courses by Job.
Bottom line: This funding signals growing demand for practical, workflow-level AI training. If you can turn practice into a habit, you'll shorten ramp, sharpen execution, and keep your messaging tight-even as products and markets change.
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