Sales development reps are exhausted, and for good reason. Between chasing cold leads, writing message after message, and struggling to stand out in noisy inboxes, the grind is real. But what if you could replace four SDRs with one AI-powered tool that doesn’t just automate outreach but actually improves it?
That’s exactly what Dan Wegner set out to build. As the co-founder of AI Sales Prospector and CEO of Traffic Resources International, Dan joined the SaaS That App podcast to share how his tool, Workflow Assassin, is transforming the top-of-funnel game. From personalized LinkedIn outreach to AI-driven content distribution, Dan’s team is redefining what sales automation can look like, without losing the human touch.
Automating the Tedious, Keeping the Personal
Dan and his team built a tool called Workflow Assassin, a Chrome extension that runs on top of LinkedIn. The goal? Automate the most repetitive part of sales development: top-of-funnel outreach. This is where SDRs traditionally spend countless hours sending connection requests and templated messages to leads, hoping something sticks.
Workflow Assassin uses OpenAI’s LLMs to do the heavy lifting. But instead of blasting generic “Hey, let’s connect” notes, it reads LinkedIn profiles, identifies unique attributes, and crafts messages that reference the lead’s actual experience, interests, or work.
Why Most Sales Automation Tools Fail
What sets Workflow Assassin apart from the sea of sales automation tools isn’t just personalization; it’s flexibility. Users can define their tone, choose how casual or formal their outreach sounds, and control the messaging. Whether you’re a buttoned-up consultant or a laid-back founder, the tool adapts to your voice.
This adaptability came from necessity. Dan and his co-founder, Rob, initially built a completely different product that tried to work within LinkedIn’s limited API. It flopped. So they pivoted: instead of working around LinkedIn, they built a tool that mimicked human behavior on the platform, clicking, typing, messaging, just like an SDR would.
The result? An AI tool that does what human SDRs do, only faster, cheaper, and more consistently.
Replacing 4 SDRs with One Subscription
Dan’s original pitch to enterprise clients was bold: One person using Workflow Assassin can do the work of 3-4 SDRs.
But as he quickly learned, even with solid ROI, adoption was a challenge. Big sales teams hesitated. AI felt too new. Too risky. So Dan shifted gears and dropped the barrier to entry. Now, Workflow Assassin is available for just $100/month (billed annually), putting it in reach of solopreneurs, small teams, and curious founders.
And the value is clear. Users can send personalized messages every 12 seconds, create a high-quality post in under 9 minutes, and even push that post directly to hand-picked audience segments. No more hoping LinkedIn’s algorithm shows your post to the right people; it’s proactive, targeted distribution.
Posts with Purpose, Messages with Meaning
Beyond outreach, Workflow Assassin also helps with content marketing. Dan explains a clever feature: users can send their latest LinkedIn post directly to a curated list of connections, like CEOs in fintech or heads of marketing in SaaS.
Imagine writing a thoughtful post about cybersecurity trends and sending it directly to 100 CISOs you’re connected with. It’s like an email campaign, but native to LinkedIn and deeply personal.
Why Curiosity Is the New Sales Superpower
As AI takes over the repetitive parts of sales, what’s left for humans? According to Dan, the answer is curiosity, which is the key to everything: good relationships, good sales, even good AI,” he explains.
As AI manages the volume, it is the reps who ask better questions, listen deeply, and adapt quickly that will thrive.
Gone are the days when sales reps could succeed by hammering the phone or blasting emails. Now, success depends on your ability to understand a lead’s needs, think critically, and communicate with empathy and clarity.
Voice-Driven Sales Tools and AI Agents
Looking ahead, Dan sees a voice-first future. Thanks to OpenAI’s rapid advancements in speech-to-text and text-to-speech, he’s planning to make Workflow Assassin even more intuitive.
You’ll be able to say, “Create a post about recent challenges in SaaS hiring,” and the tool will do it based on your industry, past posts, and target audience. Then, it will send that post out to your top prospects automatically.
Eventually, the entire workflow, from post creation to message delivery, could be managed by voice.
Final Thoughts from Dan
Dan’s biggest advice to teams just getting started with AI? Don’t wait. Start small. Experiment. Be curious.
Workflow Assassin might have a cheeky name, but its mission is serious: give founders, SDRs, and sales teams their time back, without giving up the human touch. It’s a tool built not to replace humans, but to elevate them.
Dan’s Background
Dan Wegner is the co-Founder of AI Sales Prospector and CEO of Traffic Resources International. He has over 20 years of experience in software development and architecture, working with brands like Apple, IBM, and Target, alongside startups and small businesses. His work spans custom development, marketing automation, and leading development teams at companies like Konica Minolta and GED Testing Service.
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