Aurasell Inc. today launched what it claims to be the world’s first Go-To-Market Operating System, a new way to run intelligent, automated workflows on top of any common customer relationship management software already in place.

GTM OS offers artificial intelligence-native execution, shared context and workflow automation to existing Salesforce Inc., HubSpot Inc. and other enterprise CRM environments.

“For most companies, the problem with implementing AI isn’t a lack of ambition. It’s the risk,” said co-founder Jason Eubanks. “Replacing a CRM can be a career-defining decision for some leaders. Aurasell removes the risk entirely by providing an architectural choice with no CRM replacement required. No political fallout. Just deliver on the promise of AI for GTM teams.”

The new GTM OS is designed to turn everyday teams into elite operators, with Aurasell saying that it unleashes two times productivity with AI-driven execution. The OS eliminates manual work, context switching and inconsistencies in execution that drag teams down.

Key capabilities of Aurasell GTM OS include intelligent workflow automation, tool consolidation, a unified context layer, enterprise-grade flexibility and immediate time to value.

The intelligent workflow automation automates research, enrichment, qualification, outreach and record updates across the GTM cycle and tool consolidation replaces dozens of GTM point solutions with one AI-native workflow layer. The unified context layer activates data trapped in legacy architectures for context-rich AI execution across internal and external signals, while enterprise-grade flexibility sees GTM OS operate across complex CRM instances and custom deployments.

The company says that by unifying signals across internal and external sources, including voice calls, meetings, messages, email, web activity and customer engagement, GTM OS creates a continuously improving intelligence layer that powers automation end-to-end.

“Aurasell lets teams start with onramps that meet them where they are in their AI journey,” Eubanks added. “You can add intelligence while eliminating tools, automate workflows without touching your existing CRM and move at your own pace. We’re letting GTM teams start without risk, and scale without limits.”

The company is also planning to roll out new features to its GTM platform later this month, including a custom agent builder that allows users to develop agents specific to a business with no limits and no code and agentic enterprise search that allows users to navigate across the GTM ecosystem data within and outside Aurasell’s platform.

Aurasell is a venture capital-backed startup that has raised a single round of $30 million, according to data from Tracxn. Investors in the company include Menlo Ventures LP, Unusual Ventures and Next47 GmbH.

Image: Aurasell