Edmundas Balčikonis, Co-Founder and CEO of Such Much AI: “Sales is more about understanding people than mastering tools and techniques”

If you ever wonder to yourself whether the world is really make progress consider this: Edmundas Balčikonis is Co-Founder and CEO of Such Much AI, an AI document generation platform for sales and procurement teams. Don’t rush that sentence: a platform that can automatically generate documents to help sales and procurement professionals do their jobs. This would not have been possible even three years ago.

But it’s always been a possible to be an entrepreneur, and that is word perfectly suited to Edmundas. “Over the past thirteen years, I’ve founded four startups with two successful exits,” he told TechFinitive. “These include TrackDuck, a visual feedback tool acquired by InVision in 2017. And Eddy Travels, an AI-powered travel assistant that scaled to over 4 million users before being acquired by TripAdd in 2022.”

At Such Much AI, Edmundas explains, “we save businesses time with AI by generating proposals, responding to RFPs and creating other docs”.

As always, we’re always interested to hear what AI tools are used by entrepreneurs in the world of AI. That’s what Edmundas goes through below, and if you don’t at least try using Gong.io, Evergrowth or Salesloft after reading this article we’d be very surprised.

Hopefully you’ll find the rest of this interview equally interesting too!

Related reading: Generative AI takes off in business – but don’t call it a bubble

Can you give an example of a complex problem in sales that you – or your company – have been involved in tackling with technology?

At Such Much AI, we tackle one of the most persistent inefficiencies in sales: the time and effort required to create high-quality proposals or respond to RFPs. In my previous startups, I experienced the pain of countless hours drafting detailed proposals. This often pulled away from core business activities, and we risked losing deals. With Such Much AI, we’ve developed an AI Agent that generates custom, data-rich proposals. The AI Agent generates accurate and tailored content in minutes by learning from past documents. Such Much AI saves time and allows sales teams to focus on building client relationships rather than document formatting.

What examples of AI being used in sales stand out to you?

AI is revolutionising sales by automating tedious tasks and providing better insights. One standout example is Gong.io, which uses AI to analyse sales calls and provide actionable insights, helping teams refine their strategies. Another example I admire is Drift (now Salesloft), whose conversational AI engages with potential customers through chatbots, qualifying leads and saving valuable time. These tools demonstrate how AI can empower sales teams by improving productivity and better decision-making.

Related reading: Arash Nejad, Chief Revenue Officer of Novarc: “Stay in the red meat of the business”

When thinking of international expansions, how can technology help? What role can it play in developing and executing a strategy for commercial activities in a multinational context?

Technology is a game-changer for businesses expanding internationally. Tools like CRMs and chatbots with multi-language capabilities enable seamless communication with clients across borders. AI can analyse regional data to inform market-specific strategies. Additionally, cloud-based collaboration tools ensure consistency across teams in different countries, allowing them to share insights and adapt to local nuances. In short, technology provides the infrastructure and insights businesses need to scale globally with agility and precision.

Can you name a startup in the sales tech space that has caught your attention (and why)?

Evergrowth stands out for its innovative use of AI to enhance sales enablement. They provide sales teams with actionable insights and tools to engage prospects effectively. Features like intent-based signals and personalized prospecting help better understand customer needs and craft tailored approaches. And it integrates seamlessly with Hubspot and Salesforce. It’s a great example of how AI reshapes sales by addressing pain points and driving smarter decisions.

Related reading: Productivity theatre: Asana study suggests employees fake busyness at work

In your view, what role can technology play in providing a unified view of offline and online sales? How can it improve both worlds? What challenges can it tackle?

Technology is the bridge that unites offline and online sales. You can comprehensively view customer interactions by centralizing data through CRM, metrics tracking platforms, and integrations with different sales enablement tools. This way, businesses can track touchpoints across physical and digital channels, ensuring a consistent customer experience. AI can analyze this data to identify trends, allowing teams to adapt strategies based on customer preferences. Technology enables sales teams to deliver a unified experience that builds trust and drives conversions.

What advice do you have for those wanting to start a career in sales?

Sales is more about understanding people than mastering tools and techniques. Start with research and deeply understanding customer needs and pain points. Invest in technologies like CRMs and AI-driven tools to work smarter, not harder. Always be open to learning as the sales landscape evolves rapidly. Stay curious and build genuine relationships. Finally, remember that listening is critical. The best sales professionals listen carefully to understand customers’ perspectives and offer tailored solutions that create real value.