If you haven’t heard of 10K: it’s our AI VP of Marketing at SaaStr, built on Replit. We tried to buy something that did what we needed — an AI agent that could actually orchestrate marketing, not just write mediocre content — and couldn’t find it. So we built our own.
The name “10k” comes from our two goals: 10,000 attendees at SaaStr AI Annual and the first $10M in revenue for 2026. It runs our daily standups, designs every campaign, manages the team’s GTM activities, synthesizes Salesforce data and vendor APIs into a live six-month plan, and updates everything daily. It’s 14,000+ lines of code and over 370 commits in.
One of my favorite things it does is this:
Every single day, without being asked, our AI VP Marketing updates our projections and forecasts. Like this:
It pulls all our historical data. Checks all current Salesforce and financial data. Looks at every deal in flight. Then produces updated projections. And also emails them to us and posts them in Slack.
Simple. No drama. Day in and day out. It makes it all now … effortless.
At least for us, this almost never actually happened before.
Sure, we had spreadsheets. We had reviews at our weekly stand up. We had someone on the team who was supposed to keep the forecast current. But in practice? The data was stale. The projections reflected what someone hoped was true or just… hadn’t been touched in two weeks. Even worse, most of our sales team wouldn’t even input their deals or pipeline into Salesforce. They’d just make up their numbers and commits in a way we had no visibility into.
And even if you have a strong sales ops or marketing ops team, the projections you get almost always have a bias baked in. Someone’s protecting their number. Someone’s being conservative to look like a hero next quarter. Someone’s being aggressive because their comp depends on it. It’s human nature. It’s not malicious. But it’s real, and it distorts the picture.
For smaller companies, it’s even more stark. We used to get projections weekly at best. The self-serve side was fairly predictive but it only came once a week. And the sales side? Well, hopefully they did it. And even if they did, before AI, reps weren’t putting half their deals into Salesforce anyway. The CRM was always incomplete. Which meant the forecast was always wrong.
10K has none of that. It doesn’t care if the numbers are trending down. It doesn’t have a meeting with the CEO next Tuesday it’s nervous about.
It just pulls the data and updates the projection. Every day. Objectively.
And when something is trending wrong, it tells you on Day 2. Not Day 60. Humans wait. They want to see if it turns around. They don’t want to be the one who raises a flag that turns out to be nothing. 10K has no such instinct. The number is bad, it says so. Immediately.
Is this technically hard to build with AI? Not really.
Could you approximate it with a Claude subscription and uploading data yourself? Yes. And there are third-party tools that try to do versions of this.
But that misses the point.
The point is that we now have something we genuinely never had before: a forecast that gets updated daily, automatically, without anyone massaging it.
That changes how you run the business. When you know the number is real and current you make different decisions. You don’t wait for the weekly or monthly or even quarterly review to see a trend that’s been building.
This is 100x better than what we had before. Not 10% better. Not a nice quality-of-life improvement. A complete change in how accurately and honestly we see the business at any given moment.
The unsexy AI wins are often the most valuable ones. Not the flashy stuff. Just: the thing that should have always been done, now actually getting done. Every day. Without the drama.
That’s 10K.
