Every industrial sales team has a top 10%: reps whose instinct for reading a deal, pricing it and defending margin the rest can’t match. That instinct isn’t magic. It’s knowledge, and it can be captured. Steero puts it in front of every rep, in the 30 seconds before they commit to a number.
Industrial manufacturers are under relentless pressure to grow profitably. Yet most commercial leaders are flying blind on what actually drives their margin. On paper, pricing strategy looks consistent. In the field, ten reps invent ten different pricing logics for similar deals, and finance only discovers the ±20% swings after the quarter closes.
The tools meant to fix this don’t. CRM tracks where deals are. CPQ enforces guardrails. BI reports what already happened. None of them capture how a rep thinks, trades and concedes under pressure, the moment where margin silently escapes.
Steero exists to close that gap. We give every rep the commercial judgment of your best seller, make execution quality measurable for the first time, and turn your sales strategy from a slide deck into a living system that improves with every deal.
Everyone knows where the margin leaks. We’re obsessed with fixing it in the room where the deal actually happens, not reporting on it six months too late.
We co-build with industrial sales teams, on real deals, on top of the stack they already run. If a rep won’t use it, it doesn’t ship.
We earn the right to a commercial conversation by recovering margin before we ever ask for it. ROI is the pitch.
Born inside OSS Ventures, Europe’s leading AI-in-operations studio. We’re operators, builders and sellers on a mission to give industrial manufacturers the commercial execution edge only their best reps had, until now.
We’re hiring across product, engineering and go-to-market. If you care about industry and great software, we’d love to talk.