MCP: The Missing Connection in Your Sales Stack
Sales teams have more tools than ever, and the rep has become the glue between them.
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Sales teams have more tools than ever, and the rep has become the glue between them.
What we covered
A CRM, an enrichment platform, intent data, personality insight, a sequencer and a browser full of research that never makes it into any of them. The tools do not talk to each other, so context gets copied from window to window and most of it is lost on the way. MCP (Model Context Protocol) changes the plumbing: instead of the seller going to the data, the data comes to the seller, inside the CRM, the LLM and the workflow they already use.
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
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Who should watch
Sales leaders and reps running a modern sales stack who are tired of being the integration between their own tools.
About the guest
Matt Wilkinson 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, and was named to Marketing Week's CX50 in 2026.
