At SaaStr AI 2026, Anis Bennaceur, co-founder and CEO of Attention.com, gave one of the more practical go-to-market sessions of the week. Attention is a Series B company at roughly $15M ARR, growing 4-5x year over year, with customers including Scale AI, Lovable, Abridge, and Engine.com. The product automates increasingly intelligent work for sales teams.
But the session wasn’t a product pitch. It was an argument about where pipeline actually comes from in 2026, and why most teams are leaving the majority of their best intelligence on the floor.
The premise is simple. Growth is stalling for a lot of B2B companies. Everyone wants a viral loop. And the secret to next quarter’s pipeline is already sitting in the conversations you had with prospects this quarter. You captured it. You just never used it.
Here is how Anis broke down doing something about it.
Play 1: Rebuild Your ICP Every Month, Not Every Year
Markets are moving faster than the cadence most teams use to define who they sell to. Your competition shifts. Categories go obsolete in a quarter. And all of that is showing up in your conversations in real time.
The problem: your ICP is probably already wrong. And even if it was right last quarter, it is likely outdated by next quarter.
The fix is an agent that runs monthly or quarterly and does the following:
- Pull your most recent closed-won deals from your CRM or call recording tool.
- Analyze every conversation and answer the questions that actually matter. What function were the buyers in. How long had they been at the company. How big was the company. Where were they located. Firmographics, technographics, intent data, the full buyer persona.
- Feed those personas into a top-of-funnel enrichment tool like Clay to pull as many characteristics as possible and build hyper-detailed profiles.
The output is the part that matters. You stop targeting one broad ICP and start targeting a dozen specific pockets, each with everything you need to write a relevant message. One example from his deck: “the frustrated veteran stuck on an incumbent,” with the role tenure and context attached. That is a buyer you can write a real email to, not a generic title in a list.
The lesson for founders: an annual ICP exercise is a 2021 habit. The teams compounding fastest are refreshing it off live closed-won data on a monthly or quarterly loop.
Play 2: Build a Go-to-Market Machine That Compounds
Attention runs its own outbound on what Anis called a go-to-market machine, and the thing that feeds it is prospect conversations.
It works like this. From your captured conversations, you build synthetic personas. Those personas get used to predict reply rate before you ever hit send. Mix that with a probabilistic model and it gets accurate fast.
For every person they reach out to, the system:
- Pulls everything from any prior conversation, even one from 9 or 12 months ago.
- Runs deep research online with an agent.
- Ranks the information and drafts the email.
- Predicts the reply rate. If you sent 100 similar emails, would you clear 5% or land below it.
- If the model says below 5%, it rewrites and iterates until it clears the bar.
- Then it surfaces the message in Slack for a human to validate or kill before it sends.
The unlock isn’t the email generation. It is that the alpha was already in the prospect conversations they had captured before. Most teams are writing cold outbound from scratch while sitting on a library of exactly what their buyers said they cared about.
The lesson for founders: your outbound quality ceiling is set by how well you mine your own conversation history, not by how clever your copywriter is.
Play 3: Make the Agent Proactive, Not a Notetaker
The third part was a live demo, and it points at where this category is going. The AI that records the call and fills the CRM is now table stakes. The value moved to what the agent does on its own.
Attention’s proactive agent does a few things without being asked:
- Executes on open deals.
- Re-engages prospects who are ghosting.
- Re-engages people you closed-lost 9 months ago.
- Surfaces deals at risk and what you need to know about them.
- Builds the decks.
They run it across sales pipeline generation, account management, and customer success. Reps log in, the work is already queued, and the agent takes the actions. Anis was direct about it: they use it internally for nearly everything.
The lesson for founders: a notetaker tells you what happened. A proactive agent does the next thing. In 2026, the gap between those two is the gap between a feature and a system of record.
Why This Matters Even If You Never Use the Product
Strip away the vendor and the through-line holds. Your prospect conversations are the highest-signal first-party data your company will ever own, and most teams treat transcripts as a compliance artifact instead of fuel.
Three loops should be running off that one input:
- Your ICP, refreshed monthly from what actually closed.
- Your outbound, written from what buyers actually said and scored before it sends.
- Your execution, queued and acted on proactively instead of waiting for a rep to remember.
f a competitor is running these loops and you are still letting calls sit in a folder nobody opens, the gap does not hold steady. It widens every quarter. The conversations are the asset. Whether you build the loops yourself or buy them, the teams winning in 2026 are the ones that stopped throwing the data away.
