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I sit down with Michael Cofone — co-founder of Sherlock, rowing coach turned data-driven business developer, and one seriously hands-on entrepreneur. With over a decade of experience and more than $4 million in revenue generated through AI-enhanced outreach, Michael isn’t just building software — he’s rethinking how brands scale, connect, and convert.
From ditching email completely to packing aprons in his garage, Michael’s journey is as unconventional as it is brilliant. This isn’t just about AI — it’s about making it work in the real world.
Key Takeaways
Sherlock isn’t your average SaaS company. In fact, they’re ditching the SaaS label altogether and embracing a hybrid model of software and hands-on service. What started as a cold email platform has now become a data-powered outreach engine that uses everything from LinkedIn to direct mail to help brands reach the right people — in the right way.
The twist? Sherlock no longer endorses email outreach. Instead, they’re leaning into highly personalised, data-rich methods that feel human — whether it’s commenting on the colour of someone’s house or crafting bespoke flyers for a specific event attendee. Michael calls it “bringing AI into the real world” — and he means it quite literally.
AI powered email outreach
Meet Michael Cofone
Nicholas kicks off with an intro to Michael — co-founder of Sherlock and a man who’s as comfortable running AI-driven lead gen campaigns as he is reminiscing about rowing in Oxford. Michael shares how Sherlock uses deep data (think vector databasing and scraping street-level home features) to personalise outreach in startlingly accurate ways.
No More Emails, Please
In a plot twist worthy of a spy novel, Sherlock — once an email outreach company — now advises clients not to use email at all. AI-powered spam filters have made email outreach nearly impossible. So what’s the alternative? LinkedIn, content, and good old-fashioned snail mail.
Direct Mail Makes a Comeback
Sherlock’s direct mail approach is anything but traditional. Think custom flyers printed for Dreamforce attendees, tailored to their company and challenges. Michael, his co-founder Willem, and even his girlfriend help pack these boxes in his garage — a far cry from the usual image of an AI business. But that’s the point: high-tech meets high-touch.
The Ideal Sherlock Client
Sherlock works best with clients who already appreciate the value of data. Whether it’s big players like Toyota and HubSpot, or agencies who white-label Sherlock’s services, they’re quietly embedded in all sorts of marketing ops. If your company keeps a decent CRM and wants smarter outreach — Sherlock’s your team.
Rebranding from ScaleMail to Sherlock
Prompted by a trademark spat and a shift away from email, Michael and Willem rebranded from ScaleMail to Sherlock. With a love of British culture (Willem’s British, Michael studied in the UK), the new name fits their sleuthy, data-hunting ethos. Plus, Willem — a self-taught designer — handles all the brand work, and Michael isn’t allowed to see anything until it’s finished.
Why Personal Brands Matter
Nicholas challenges Michael on why he hasn’t leaned into his personal brand more — and Michael admits it’s overdue. Inspired by clients like Mackay Christensen of Swift Insights (250K+ monthly impressions), they’re now working on telling their own story better, from Olympic past to AI present.
Michael’s Wild Background
From being cut from his high school rowing team to coaching at Oxford and Princeton, Michael’s journey is anything but linear. He studied history, trained like a machine, and ended up in AI not through a degree but by joining a startup, learning on the job, and eventually co-founding Sherlock.
Sherlock’s Plans for 2025
With solid funding from Antler Global and Versal, and a very healthy bank balance, Sherlock is pushing for $5 million in annual revenue. Their plan? Partner with more agencies, potentially acquire smaller firms, and expand their product line. Long-term, they want to automate 80% of sales and marketing functions — bold, yes, but not impossible with the systems they’re building.
Conclusion
Michael Cofone is a master of contradiction in the best possible way — a history grad turned AI founder, a rowing coach who hand-packs tech mailers, and a data geek who believes in old-school human connection. Sherlock’s mission to personalise outreach at scale is more than clever tech; it’s a genuine shift in how brands build relationships in a world drowning in digital noise. As Michael says, “We’re not just automating sales — we’re reimagining them.”
What Next?
If Sherlock sounds like the missing link in your sales strategy, head to:
Click “Book a Demo” and you’ll be chatting directly with Michael or Willem.
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