MCP: The Missing Connection in Your Sales Stack
Your sales reps aren’t spending their day selling.They’re spending it moving data.
Every sales team has 5+ tools: a CRM, prospecting database, sales engagement platform, conversation intelligence tool, intent data platform, etc.
The problem? They don’t talk to each other. So the rep becomes the glue, copying context from one window to the next, stitching together account intelligence, updating records, and manually moving information around. Most of that context gets lost along the way.
That’s not a rep problem. It’s a plumbing problem and it’s quietly costing every sales team hours a day.
MCP (Model Context Protocol) is the shift that fixes the plumbing. Instead of the seller going to the data, the data comes to the seller, into the CRM, the LLM, the workflow they already work in. Not another dashboard to check. Buyer intelligence that shows up in context, right when a rep needs it.
Matt Wilkinson has been building on this since before most people knew the acronym. A recovering scientist turned GTM strategist, he is the Founder and CEO of Strivenn, a Forbes contributor known as "The AI Marketing Scientist," and the author of The Buyer in the Loop. He uses MCP to build synthetic customers, queryable AI versions of real buyers grounded in sales calls, CRM data, and voice-of-customer research. In 2026 he was named to Marketing Week's CX50.
He is joined by Amarpreet Kalkat, Founder and CEO of Humantic AI. In his newsletter Sold With AI, Amar makes the case that the real edge in modern selling is not more tools, it is better context: the intelligence that feeds your AI and shows up where the seller already works. MCP is how that context finally gets there.
Join Matt and Amar for a fireside chat on what MCP really means for sales teams.
What you will walk away with:
What MCP actually is, explained for sellers and not engineers
Where it genuinely changes daily sales work today, and where it does not
How synthetic customers work, and why they beat another persona doc
A heads-up on what this is not:
❌ A product pitch
❌ Generic AI hype
✅ A practitioner who has been building on MCP in the real world, walking you through what actually works
If you run a modern sales stack and you are tired of the integration between your own tools, this one is for you.
Register now. We only have 75 seats.