Ariel Hitron

Ariel Hitron is co-founder and CEO of Second Nature, which builds an AI practice partner that holds sales conversations with reps, scores them, and certifies them before they talk to customers. He founded it with Alon Shalita, the chief technology officer, who brought the AI expertise behind Jenny, the company's AI coach.

From product marketing to the sales floor

Hitron led product strategy and marketing before running sales teams. “When I first moved into sales, I was shocked at the disconnect between the sales playbooks built by product marketers and the successful sales conversations that were happening in the field,” he told SalesTechStar. That gap gave him the idea for Second Nature: align the messaging with real sales conversations and help reps form habits through practice.

Habits over lectures

“Practice and feedback makes for good habits,” he said. He has argued that good coaching mixes product knowledge with practiced conversation skills, and that classroom training does not get there. “The idea of doing hours and hours of lectures, either in person or over Zoom, is not a prospect that excites anyone,” he said, pointing instead to interactive certification and roleplay that simulates customer conversations.