What Happened to Sales?

A reflection on where we are, and what we’re building next.

When Sales Was Still Human

There was a time when sales was personal.

It wasn’t about scale or tools, it was about trust. You built relationships by listening and understanding someone’s needs, and by showing up with something genuinely useful. A good salesperson didn’t need a sequence—they just needed context, timing, and the ability to read the room.

What We’ve Lost Along the Way

Today, sales outreach has become background noise.

There’s no shortage of messages, but there’s a serious shortage of meaning. From vague pitches promising “synergies” to templated cold emails with your name dropped in once or twice, sales has slowly morphed into a volume game in which teams hope that if spray enough, something sticks.

And let’s be clear: automation isn’t the villain here. Technology has opened up incredible possibilities. The problem is how we’ve let it take over without discernment, in effect, replacing thoughtfulness with templates, and personalization with performance metrics.

What Good Bards Is Building Instead

At Good Bards, we’re not building automation for automation’s sake.

We’re building mindful automation. Agentic AI that not only scales your marketing and sales, but also the things that actually matter: your context, voice, and ability to speak to someone like they’re a human being, not a line in a funnel.

We don’t believe personalization should come at the cost of personality. Your brand shouldn’t sound like a bot just because it’s operating at scale. Every touchpoint, every campaign, every outbound message should carry the texture of your brand and the intelligence of intent.

That’s the kind of system we’re designing. A system that amplifies what’s real about your business, not what’s easy to replicate.

Not Mass Automation. Mindful Automation.

Good Bards isn’t here to flood inboxes. We’re not here to help you send a thousand messages that sound the same. We’re here to help you say the right thing to the right person, in a way that feels personal, not performative.

This is automation with respect, memory, and context.

And if your team is tired of fighting through the noise, if your BDRs are spending more time pushing templates than building trust, maybe it’s time to build something better.

We’d love to show you what we’re working on.