Aurasell unveils AI-native GTM OS overlay for CRMs

Aurasell has launched an AI-native go-to-market operating system that sits on top of existing customer relationship management platforms such as Salesforce and HubSpot.

The product, called GTM OS, adds workflow automation and a shared context layer across sales and marketing while leaving the underlying CRM in place. Aurasell positions it as an alternative to replacing a CRM when organisations want to adopt AI tools for revenue operations.

The launch comes as sales technology suppliers increasingly pitch AI agents, automated outreach and forecasting tools that connect to incumbent CRMs. Many revenue teams run large collections of specialist products for data, engagement, call recording, sales coaching and pipeline management. Aurasell argues that this creates integration complexity and fragments information across systems.

Layer on CRMs

GTM OS works as an overlay, designed to operate across common CRM setups and custom deployments. It draws on data from the CRM as well as other internal and external sources, and is intended to maintain full awareness and flexibility across connected systems.

Jason Eubanks, Aurasell's co-founder, framed the launch as a response to adoption risk and internal resistance tied to major system change.

"For most companies, the problem with implementing AI isn't a lack of ambition. It's the risk," said Jason Eubanks, Co-Founder, Aurasell.

He said CRM replacement can be a high-stakes decision inside organisations.

"Replacing a CRM can be a career-defining decision for some leaders. Aurasell removes the risk entirely by providing an architectural choice with no CRM replacement required. No political fallout. Just deliver on the promise of AI for GTM teams," Eubanks said.

Automation focus

Aurasell says the system automates tasks across the go-to-market cycle, including research, enrichment, qualification, outreach and record updates. It also says teams can see measurable impact in as little as two hours after deployment, with automation available on the first day of use.

Aurasell describes GTM OS as a consolidation play, saying it can replace more than 15 specialist tools, including ZoomInfo, Gong and Apollo. Those vendors cover functions such as data sourcing, conversation intelligence and sales engagement. Aurasell did not provide a detailed breakdown of which features map to specific third-party products.

A key element is a unified context layer that aggregates signals from multiple channels, including voice calls, meetings, messages, email, web activity and customer engagement. Aurasell says it uses these signals to drive prioritised actions and automated execution. It also says users do not need to build data templates or manage multiple integrations and workflows.

Broader platform

GTM OS is built on the same foundation as Aurasell's CRM product, which it sells separately for organisations that want to migrate away from incumbent systems. Customers can run GTM OS on top of an existing CRM or adopt the full Aurasell platform over time.

Eubanks said the company expects customers to take different routes based on their readiness to change systems.

"Aurasell lets teams start with onramps that meet them where they are in their AI journey," Eubanks said. "You can add intelligence while eliminating tools, automate workflows without touching your existing CRM, and move at your own pace. We're letting GTM teams start without risk, and scale without limits."

Features and roadmap

Aurasell says GTM OS can be deployed in hours. It lists initial use cases including ideal customer profile definition, buyer personas, data enrichment, CRM updates, personalised outreach, meeting preparation, forecasting, signal aggregation, coaching, analytics and workflow automation.

The company also outlined two additional features it plans to add this month. One is Custom Agent Builder, which it says will let businesses develop agents without code. The other is Agentic Enterprise Search, which it describes as a way to navigate go-to-market data within and outside its platform.

Aurasell says it has raised USD $30 million in seed funding from N47, Menlo Ventures and Unusual Ventures. It positions its strategy around consolidating the go-to-market software stack and using a common data layer to automate work across revenue teams.

GTM OS is available immediately. Aurasell says teams can deploy it in hours and begin running automated workflows across existing CRM environments on day one.