HockeyStack Designing an AI-powered GTM platform that revenue teams can run their whole day in.

Industry B2B SaaS and GTM intelligence

Stage +50M Series A

Timeframe 2026

HockeyStack in a browser window: the dark-mode Today's tasks cockpit with a live Acme Corp discovery call, a Slack objection with a drafted reply, and the day's agenda down the right

Overview

HockeyStack is a GTM intelligence platform for B2B SaaS companies. It unifies marketing, sales, and product signals into one view of the customer journey, and its AI layer turns that data into surfaced deals, prioritized tasks, and drafted next steps for revenue teams.

We joined as HockeyStack's product design partner during their shift toward agentic GTM. In 2026 we worked across the sales blueprint, a daily cockpit for account executives, the agents dashboard, and the design system underneath them all.

Team dashboard in dark mode: pipeline, revenue, task and velocity metrics above the deals overview and deal progression charts, with a rep leaderboard underneath

The challenge

HockeyStack moves fast, and after three years of rapid shipping the product carried real design debt: inconsistent patterns, no shared component library, and not a single Figma file to design from. Meanwhile the company was betting its next chapter on AI agents.

The new features had a double mandate. An AI sales blueprint has to feel trivial to use, without cognitive overload, yet impressive enough to carry a live demo, and it could not look like another Salesforce. We had to design for that bar while rebuilding the foundation underneath it.

Task card for an account executive: run a broader stakeholder demo, with the reasoning underneath and a meeting label

Deals overview chart in dark mode, pipeline against revenue across eight weeks, with impact and adoption tabs

Company properties panel: Flock Safety Corporation with its website, owner, industry, company type, country, headcount and annual revenue

Credits used this period, headlined at 109 percent, plotted across April

Deal progression chart comparing conversion with and without tasks at every stage from prospecting to closed won

Ask agent prompt field with a deal or company picker and a model selector

Today's tasks in dark mode: the deal sidebar, the day's task cards and the agenda panel on near-black surfaces

The same Today's tasks screen in light mode, with the identical layout on white surfaces

The impact

What began as a single pilot screen grew into four parallel workstreams: the sales blueprint, the cockpit account executives start their day in, the agents dashboard, and a cleaned-up design system with a 12-color palette generated from HockeyStack's own codebase.

Design now ships with the product instead of after it. HockeyStack has a component library where none existed, design tokens developers consume directly as CSS and JSON, and directions validated in pair sessions with the founding team and tested with their own sales reps.