Humantic AI: MCP and the missing connection in your sales stack
Matt Wilkinson
Amarpreet Kalkat, founder and CEO of Humantic AI, hosted me for a fireside chat on what Model Context Protocol means for sales teams. Most sales teams run five or more tools, from the CRM and prospecting database to sales engagement, conversation intelligence and intent data, and very little context moves between them. The rep becomes the glue, copying account intelligence from one window to the next and losing most of it on the way. Humantic calls it a plumbing problem, and it costs hours a day.
MCP fixes the plumbing by bringing buyer intelligence to the seller, inside the CRM, the LLM and the workflow they already work in. We covered what MCP is in terms a seller can use, where it changes daily sales work today and where it does not yet, and how I use it to build synthetic customers: queryable AI versions of real buyers, grounded in sales calls, CRM data and voice-of-customer research. Amar makes the case in his newsletter, Sold With AI, that the edge in modern selling comes from better context feeding your AI. MCP is how that context finally reaches the seller.
