AI is accelerating product and operations: code writes itself, marketing campaigns auto-generate and support replies appear instantly.

But critical human processes still block sales. Customer intake, price negotiation, security reviews, contract redlining, and compliance checks all slow down the rate at which companies can close revenue.

A new breed of AI-native businesses will flourish, explicitly making revenue enablement central to their product design and value proposition. Keeping humans in the loop for accuracy and compliance won’t undermine building for sales enablement — it will often be a prerequisite. Over time, models will improve and reduce the reliance on human oversight. Until then, thoughtfully integrated human checks can build trust and accelerate adoption. What matters is that the overall experience helps customers move faster and close revenue more efficiently.

This new generation of products will deliver tangible outcomes and not just serve as tools. They will embed deeply into existing workflows, especially those adjacent to revenue generation like deal desks, CRMs, customer onboarding and procurement. Most importantly, they will monetize in a way that aligns with customer success based on usage or output, not effort or hours worked.

–

Our favorite example of this shift is Crosby Legal, an AI-enabled law firm that provides on-demand contract review and negotiation. While Crosby's product is a legal service, we believe that Crosby is, at its core, a sales enablement company, and a perfect use case for LLMs.

Crosby plugs seamlessly into a customer’s deal desk, ingests inbound NDAs, MSAs, DPAs, and order forms, and returns a lawyer-reviewed markup within minutes — five times faster than a human alone and at a fraction of the cost. Unlike others in the space that are AI copilots, Crosby is a full-stack legal service.

Their end-to-end functionality is what uniquely positions Crosby as a revenue accelerant. Sales reps are Crosby's biggest fans. Their offering is a competitive advantage – teams offload legal work to Crosby, leading to faster turnaround and expedited deal cycles.

As Crosby scales across more companies and contract types, it builds a proprietary layer of benchmarking data, discovering and defining the “efficient frontier” of commercial legal terms. Imagine knowing the exact terms your counterparty will agree to before you negotiate. That’s where Crosby’s full-stack model becomes a flywheel: legal outcomes become progressively smarter, faster and standardized with each reviewed contract. In this way, Crosby is demonstrating how functions historically viewed as cost centers can be reimagined as core levers for growth.

This shift will have innumerable second order effects. In legal services, two ripple effects are already starting to emerge.

1. No tolerance for bottlenecks. AI can now do much of the tasks or processes that are viewed as inconvenient but necessary. Legal services no longer have an excuse for holding up a business process (e.g. drawn-out contract review edits).
2. New pricing paradigms. Hours worked by a white-shoe firm do not directly correlate to a company’s bottom line, so hourly billing can’t be the default. Instead, the model will flip where companies will pay for completed work, not effort expended. Crosby is ahead of this trend by charging per document while offering instant legal outcomes.

Crosby is not an isolated example. We’re seeing similar patterns in finance, compliance and HR. Leading companies are recognizing this shift and moving quickly to help their customers’ bottom line.

We have been fortunate to work with Crosby since inception, when Ryan Daniels joined us as an EIR to incubate the company. Once we introduced him to his co-founder John Sarihan, they were off to the races. We are proud to share the news of their $5.8M seed round today, which we are participating in with Sequoia Capital. Ryan is a Stanford-educated, ex-Cooley lawyer with a successful track record as a startup operator and GC. He is Crosby's ICP. John spent the last four years as an engineering leader at Ramp, bringing operational efficiency and magical product experiences to rote, operational processes. We are excited to be partnered with them.

–

The pace of model innovation isn’t slowing down. Efficiency gains are table stakes. The real opportunity lies in helping customers grow revenue, not just reduce costs. The companies that thrive in this services-as-sales-enablement era will be the ones that build with one question at the center of every product and pricing decision.

“How does this help my customer make more money?”