Ricavi is the AI sales coaching and intelligence layer that sits on top of your customer relationship management (CRM) system. The CRM stays the system of record. Ricavi coaches every rep on every call to follow your methodology, then scores your deals and forecast on whether they did. The founders built it to solve the one problem every sales organisation shares: top performers follow the playbook, everyone else cuts corners.
Key takeaways
After building hundreds of playbooks, including onboarding more than 200 sales development representatives for Stripe, the founders saw the same pattern every time. The playbook was excellent, and it lived outside the daily workflow. Ricavi puts it inside.
A day with Ricavi: a morning email with meeting research and pipeline risks, live coaching in a sidebar only the rep can see, then post-call scoring, a drafted follow-up, and CRM updates made only with the rep’s approval.
The intelligence is built on four scores: Deal Score, Method Score, Forecast Score, and Coaching Score. Every deal that runs through the platform makes them sharper.
It is not a surveillance tool. Managers see which reps need help and where. Reps get coached. That’s the difference between recording and coaching.
Ricavi is self-funded by choice. Capital was offered and declined. The company sells its way to growth and uses its own product every day.
Who it’s not for: teams that resist change, teams without a CRM, and leaders convinced their forecast, data, and process adherence are already perfect.
The number one problem statement for every sales organisation is adherence to the sales process.
Luigi Prestinenzi, co-founder, Ricavi
The CRM is the system of record. We’re the AI layer of intelligence that trains you and coaches you on how to move a deal from your first meeting all the way through to closed won.
David Fastuca, co-founder and CEO, Ricavi
What problem does Ricavi actually solve?
Adherence. Luigi Prestinenzi has built playbooks for companies of every size. They look great. They cover buyer personas, objection handling, and competitive positioning. Then most of the team stops opening them, because the playbook isn’t where the work happens. Top performers follow it anyway. The middle and the bottom cut corners, and that’s where deals get stuck.
The founders had a business teaching this, and every new hire was a fresh chance to sell the same coaching. It worked. It also didn’t scale, and it didn’t fix the underlying problem. So they built the thing they’d wanted for 20 years.
What does live coaching look like?
David Fastuca walks through a day. You wake up to an email from Ricavi listing your meetings, the research on each company, and the deals at risk in your pipeline, with the play to fix each one. Ricavi joins your calls. A sidebar only you can see shows your sales process, whether that’s MEDDPICC, BANT, SPIN, or a custom playbook. It prompts you when an objection lands, when you’re talking too fast, or when you’re dominating the conversation. After the call it scores you, drafts the follow-up, and lists the CRM updates. You approve, and the Ricavi AI Agent does the admin.
Everything is built around context. Generic language models are good for breadth. Ricavi carries 30 years of selling patterns across methodologies and industries, plus your own playbook and every deal your team runs.
Why should sellers trust it?
Because it isn’t watching them. Regan Barker draws the line clearly: reps want coaching, managers have about 5 percent of their time to give it, and Ricavi closes that gap without turning into a monitoring tool. The founders also point to a Gartner finding they discussed on air: action-based AI paired with a human outperforms automation on its own. That is the whole design.
Ricavi is Italian for revenues. The goat is the brand because it climbs where others won’t, and it’s a little stubborn about following the path. Sales rewards both.
Questions this episode answers
What is Ricavi?
Ricavi is an AI sales coaching and intelligence platform. It sits on top of your CRM, coaches every rep on every call to follow your sales methodology, and scores deals, pipeline, and forecast based on whether they did. The name is Italian for revenues.
Does Ricavi replace salespeople?
No. It was built on the evidence that AI paired with a human outperforms automation alone. Ricavi does the research, the prompting, and the admin so sellers can spend more time doing the things only they can do.
How is Ricavi different from ChatGPT or Claude?
Context and focus. Ricavi joins your calls, coaches live, runs your own methodology, and builds proprietary deal, method, forecast, and coaching scores from your team’s data. General models can’t do any of that.
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“Ricavi is the AI sales platform that coaches your team in real time. Our customers see 7.8x pipeline growth in under 90 days.”
David Fastuca
CEO & Co-Founder
