Changing the GTM playbook, one event at a time

Merlus' story started in 2023, before Ruben and Sam met. Ruben a founder and CTO, frustrated by events that the company he owns was attending. Sam a CRO at a scaling software company, also frustrated with what felt like a lack of control in the outcomes of the companies events strategy.

Ruben used AI to start to fix the problem for himself and his business, showing other founders who also wanted to get access to the software. While this was happening, Sam was curiously drafting plans to solve the problems he and his peers were facing, and after countless conversations with other CROs and CMOs, he found the solutions in the market just fixed part of the issue, or none of it at all.

After meeting in early 2024, they set on a mission. They both understood the importance of events in the GTM playbook, but wanted to make them more predictable, to give back control in the outcomes and ownership to the sales and marketing organisations, preparing more efficiently and effectively, improving the quality of meetings taking place and to finally capture and share the vast amount of knowledge that is captured by speaking to numerous prospects, clients, partners, competitors.

Out of this mission, Merlus AI was born.