Selling AI With Honesty Enterprise Growth Lessons | Tomás Saranovich from Tryolabs

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Alright everybody, welcome back to today’s episode of Pathmonk Presents. Today we are joined by Tomas. He’s the Growth Lead at Tryolabs.
Tomas, welcome to the show.

Tomás Saranovich: Hi, Rick. Thank you for taking your time and receiving me. And thank you also to the whole audience watching us.

Rick: Amazing. We’re excited to know more, Tomas. So maybe we start with something basic. Tell us a little bit more about Tryolabs. We were just talking about it offline. You guys have been around for a while, especially in the AI space, but if you were explaining what you do to a friend over coffee, how would you describe what you do and what the company is all about?

Tomás Saranovich: Sure. The easiest way to put it is that we’ve been in AI since before it was cool. We started in 2009 helping startups in the Bay Area, and now we’re focusing more on enterprise clients. We help companies demystify AI—not only to improve their use of it, but also to tell them when they don’t need AI.

Sometimes, especially now with all the hype around agents, companies think they need AI everywhere. But often there are foundational processes they need to fix first. For example, do you even have all your data in one place? Sometimes the answer is no. So we help people understand what’s good for them—not always what sounds exciting, but what’s actually useful for their short- and long-term growth.

Rick: I think that’s awesome. It shows honesty and transparency. There are consultancies out there that will do anything for a quick buck, but you’re not just recommending AI for everything. You start with understanding the problem and then proposing a solution, even if AI isn’t part of it. You mentioned the enterprise side—can you tell us more about the types of companies and people you work with?

Tomás Saranovich: Sure. In terms of industries, we work a lot with retail, energy, airlines, and automotive. We also have a strong focus on AI for Good. For example, we’ve worked on projects in Africa using computer vision to track and protect lions based on whisker patterns, instead of risky methods like painting them.

We’ve also worked with UNICEF to track heat waves caused by global warming. On the enterprise side, we work with technical teams but also with executives, VPs, directors, and managers. We believe it’s important to involve people across the organization, especially those on the production line, because valuable insights often don’t reach decision-makers.

We also work closely with non-technical stakeholders to translate AI solutions into business outcomes—how they impact KPIs, reduce costs, improve profit, or affect EBITDA. Sometimes the answer is “this is useful,” and sometimes it’s “this isn’t the right moment.”

Rick: That transparency comes through again. I like that you work with both technical and non-technical stakeholders. As a Growth Lead, I’m curious—how do most people discover Tryolabs? Are there specific channels that are working particularly well for you right now?

Tomás Saranovich: First of all, our website plays a big role. Huge shoutout to Lucia, our Head of Marketing, and to Florencia and Agustina from the marketing team. They do an amazing job.

LinkedIn is also a very strong channel for us—not just for visibility, but for direct and meaningful connections. We try to be straightforward: “Hey, I’ve heard about your company, maybe we can work together or be a resource for you.”

Not everyone is ready to buy. Roughly 10% are actively looking, others want something but don’t know what yet, and many aren’t interested at all—and that’s okay. “No” is part of the process. It helps you focus on the right leads.

Another big boost recently is that our CEO, AEs Coins, was named by Time magazine as one of the most influential people in AI this year, which brought us a lot of visibility.

Rick: That’s huge. Being mentioned by Time is no joke. Since LinkedIn is such a big channel for you, what role does your website play in educating and nurturing visitors who aren’t ready to buy yet?

Tomás Saranovich: The website is extremely important for us. It’s where the nurturing happens, but also where we share our blog posts and insights about AI, technologies, and industry-specific solutions. AI evolves incredibly fast, and it’s hard to keep up. Our website helps people understand what applies to their industry and use cases in a simple way. It’s a key part of our go-to-market strategy.

Rick: Makes sense. Let’s switch gears a bit and talk about you. What does a day in the life of Tomas look like as a Growth Lead?

Tomás Saranovich: If you love adrenaline, growth is for you. You talk to people from all kinds of backgrounds, and every project feels like a strategy game. I love games like Age of Empires, so this fits perfectly.

My day usually includes cold calls to reinforce existing relationships, personalized emails (not generic copy-paste ones), and LinkedIn outreach focused on understanding people’s interests. Sales works best when you take a consulting approach—asking questions and listening instead of pushing. That’s how enterprise leaders start to trust you.

Rick: That’s a great point. Real connection versus just “connecting” on LinkedIn.

Tomás Saranovich: Exactly. If you go straight for the jugular, the most likely outcome is getting blocked.

Rick: Fair enough. Let’s move into our rapid-fire segment. When it comes to content, do you prefer watching, listening, or reading?

Tomás Saranovich: Reading. I love to read.

Rick: What’s the latest thing you read that stuck with you?

Tomás Saranovich: I recently read Never Eat Alone by Keith Ferrazzi. It’s about the importance of communication and networking, and how we’re shaped by the people around us—mentors, coaches, colleagues. Even in the age of AI, human interaction is critical, especially in growth and marketing. Listening is just as important as talking.

Rick: Love that. I’m writing it down.

Rick: If you had a magic wand and could fix one frustrating thing in your job with tech, what would it be?

Tomás Saranovich: Honestly, nothing right now. CRMs have improved a lot, and I’m pretty happy with the tools we’re using.

Rick: That’s a great answer. It means things are working well. To wrap things up—if people remember just one thing from this conversation, what should it be?

Tomás Saranovich: If you want something done right and want honesty, Tryolabs is here. We’ll tell you the truth.

Rick: I love that. It perfectly reflects your ethos. If people want to get in touch with Tryolabs, where should they go?

Tomás Saranovich: You can visit tryolabs.com, reach out on LinkedIn, X, or Instagram as Tryolabs Team, or message me directly on LinkedIn. We’re always happy to talk.

Rick: Amazing. Tomas, thank you so much for joining us today and for the great insights—and that book recommendation. Have a wonderful day.

Tomás Saranovich: Thank you, Rick. And thanks to everyone for watching.

Rick: Of course. Bye everyone. Onto the next one.

Tomás Saranovich: Bye.