Backed from the Beginning: Northstar Ventures invests in MySalesCoach as part of a £1.5m funding round

North East venture capital investor, Northstar Ventures, recognised MySalesCoach’s potential early on, first investing in 2022 and continuing to support the company as it has scaled its high impact sales coaching platform.

MySalesCoach blends AI with high calibre coaching, empowering sales teams to reach their full potential. The company was founded on industry data, showing that coaching has a powerful impact on the performance and retention of sales teams. Overburdened managers juggling time-critical responsibilities cannot always prioritise sales training. The MySalesCoach solution lifts that burden, matching the user with ease to a best fit sales coach from a panel of experienced experts au fait with the daily challenges faced by sales teams.

MySalesCoach has now raised a further £1.5m to enable it to deliver new product features informed by the data and insights gathered since the business was launched. Northstar Ventures has invested £300,000 from the North East Innovation Fund, supported by the European Regional Development Fund, and the Northstar EIS Growth Fund. Additional funding was provided by existing co-investor Creative UK which invested £150,000 through the North of Tyne Culture and Creative Investment Programme funded by the North East Combined Authority and £1m from new investor, Maven Capital Partners’ NPIF II Fund.

Commenting on this latest round of investment, Tom O’Neill, Investment Manager, Northstar Ventures says: “We are delighted to support MySalesCoach with additional investment from two of our funds as the business embarks on the next phase of its development. MySalesCoach has achieved strong growth since inception, with seven figure annual recurring revenue, and is supported by an experienced founding team that we have backed before. Kevin and his team have demonstrated their ability to adapt to a fast-paced environment which has changed immeasurably since our first investment in the business. MySalesCoach is well placed to take advantage of the significant changes and opportunities in the wider sales coaching market, and we look forward to seeing the business continue to grow in the coming years.”

Rahul Misra, Investment Principal, Creative UK, says: “Creative UK Investments continues to see great potential in the growth journey at MySalesCoach and we are happy to be involved in a follow-on investment from our regional Culture and Creative Investment Programme backed by the North East Combined Authority. Over the past year since our first investment, MySalesCoach has been a strong-performing company for our North East portfolio, which we have grown from 0 to 50 companies in four years. We believe a creative, human-led, technology-enabled platform like MySalesCoach has potential to be transformative and to scale, and we look forward to the evolving journey with the company and co-investors.”