Our Story
Why we exist
We started Adrata with a simple observation: the best sellers weren't losing because they couldn't sell. They were losing because they were selling to the wrong people, spending months building relationships with contacts who could never actually sign.
We call this the tarpit problem. Enterprise deals don't fail in dramatic fashion. They don't end with a clear "no." Instead, they die slowly. They get stuck in endless meetings, stakeholder discoveries, and buying committees that can't reach consensus. Sales leaders watch their pipeline bloat with opportunities that look promising but never move forward. Forecasts slip quarter after quarter. And the best reps, the ones who should be closing, spend their time chasing ghosts.
Building Buyer Group Intelligence
We're building something that has never existed before: true Buyer Group Intelligence. Not just contact data. Not just org charts. A living, breathing map of every decision maker, influencer, and blocker in your deals, updated in real-time as your team engages.
We're continuously improving our intelligence engine. Each iteration has brought us closer to the vision: an AI that sees the entire buying committee before your reps walk in the room.
The first version mapped stakeholders from your CRM data. Today, our engine adds behavioral signals, engagement tracking, and predictive intelligence – knowing not just who's involved, but who will become involved, who has veto power, and the fastest path to a signed contract.
The complexity of modern B2B sales
The average B2B deal now involves 6-10 decision makers. Sometimes more. Champions who advocate internally. Economic buyers who control budget. Technical evaluators who assess your solution. Legal and procurement who handle contracts. Influencers who shape opinions. And blockers who can kill a deal with a single objection. Each stakeholder has their own priorities, concerns, timeline, and political capital.
Most sales teams are flying blind through this maze. They find a champion, build a relationship, run demos, handle objections, only to discover months later that their champion didn't have the authority they thought. Or that a key stakeholder they never knew about vetoed the deal in a meeting they weren't invited to. Or that the real decision maker has completely different priorities than the person they've been talking to.
The traditional CRM doesn't help here. It tracks activities and stages, but it can't tell you who actually matters. It can't warn you when you're stuck. It can't show you the path to power. Sales leaders end up relying on gut feel, tribal knowledge, and weekly pipeline reviews that are already outdated by the time they happen.
What we're building
Adrata is the buyer group intelligence platform. Our AI automatically maps the entire decision-making unit before your reps walk in the room. It identifies the stakeholders who matter, understands what each person cares about, and shows your team the fastest path to a signed contract.
When a deal starts to stall, Adrata sees it early. Tarpit alerts warn your team before they're stuck, with specific recommendations to get unstuck. Deal health scores show you which opportunities are real and which are headed for the tarpit. And path-to-power analysis reveals how to navigate the political dynamics and reach the person who actually signs.
For sales leaders, this means finally having real visibility into pipeline health, not just activity metrics and stage names. Instead, you get actual intelligence about buying committee coverage, stakeholder engagement, and deal momentum. It means walking into forecast calls with confidence. It means coaching your team on the deals that matter, with the context you need to help.
Our mission
The next generation of sales isn't about working harder. It's not about sending more emails, making more calls, or grinding through more activities. It's about seeing further: understanding the full buying committee, anticipating obstacles, and navigating complex organizations with precision.
AI finds the buyer group. Your team closes the sale. That's what Adrata is about.
Team
Co-Founder & CEO
Ross founded Adrata after spending years watching deals die in the tarpit. He saw firsthand how the best sellers weren't losing because they couldn't sell. They were losing because they were selling to the wrong people. Before Adrata, Ross led GTM teams and studied the patterns that separate deals that close from deals that stall. Based in Phoenix, Arizona, he's building the buyer group intelligence platform he wished he had.
Co-Founder & Chairman
Tom brings over 30 years of experience in the Arizona entrepreneurial ecosystem. As Of Counsel at Osborn Maledon, one of Arizona's premier law firms, he has guided countless startups and growth companies through their most critical moments. Tom serves on the Board of Directors for Invest Southwest and previously served as Chairman of the StartupAZ Foundation. In 2015, he received the Arizona Technology Council award for his contributions to the state's technology community. He holds a JD from the University of Texas.