Sales Coach
Sales Coach provides AI-powered guidance for your sales team. Get coaching on active deals, objection handling, meeting preparation, and recommended next steps — all grounded in your org’s competitive intelligence and buyer psychology, not generic sales tips.
How It Works
- Go to Agents → Sales Coach
- Select a deal or account for coaching
- Review AI-generated recommendations
- Apply suggestions to your outreach and deal strategy
Sales Coach pulls from your global context (competitor analysis, buyer personas, value propositions, battle cards) to give advice specific to your business.
Coaching Areas
| Area | What It Provides |
|---|---|
| Deal strategy | Recommended next steps based on deal stage, signals, and buying committee |
| Objection handling | Responses to common objections using your competitive positioning |
| Meeting prep | Talking points, agenda suggestions, and research briefs before calls |
| Competitive positioning | How to differentiate against specific competitors in the deal |
| Risk assessment | Early warning signals that a deal may be stalling or at risk |
| Email coaching | Suggestions to improve outreach messaging and follow-up timing |
| Discovery framework | BANT, MEDDIC, SPICED — adapted to your deal context |
Where Sales Coach Surfaces
Sales Coach insights appear in multiple places — not just the dedicated tab.
In the AE Cockpit
When working your decision queue, Sales Coach annotates relevant decision cards:
- Meeting Prep cards include coaching notes with talking points and agenda
- At-risk deal alerts include recommended recovery actions
- Post-meeting follow-up cards include suggested next steps based on meeting context
- Coaching Insight cards are first-class decisions: AI-generated coaching tips based on your patterns and performance
On Deal Detail Pages
Open any deal in Revenue → Prospects and the Intelligence tab shows Sales Coach analysis specific to that deal:
- Competitive positioning vs. competitors detected in the deal
- ROI analysis tailored to the prospect’s company size and industry
- Recommended next steps based on the current pipeline stage
- Risk indicators (engagement drops, stalled progression, missing buying roles)
Pre-Meeting Briefings
Before any calendar meeting, Sales Coach generates a briefing. This briefing is:
- Pushed into the AE Cockpit as a Meeting Prep decision
- Available in the meeting detail page in the inbox
- Optionally emailed to you 30 minutes before the meeting
What Goes Into Coaching
Sales Coach is only as good as the context it has. It pulls from:
Global Context Documents
| Document | What It Contributes |
|---|---|
| Brand brief | Your positioning, voice, messaging |
| Value propositions | Top differentiators mapped to personas |
| ICPs and personas | Who you sell to and how each persona buys |
| Competitor teardowns | Per-competitor positioning, weaknesses, win themes |
| Battle cards | Quick-reference cards for handling competitive objections |
| Proof catalog | Case studies, customer logos, social proof |
| Buyer psychology | Decision frameworks, objection patterns, triggers |
| Industry analyst reports | Market context for the deal’s vertical |
Per-Deal Data
| Data | What It Contributes |
|---|---|
| Deal stage | What stage-appropriate guidance to give |
| Deal value | Whether this is a strategic deal needing exec attention |
| Buying committee | Who’s been identified, who’s missing, role coverage |
| Activity timeline | What’s happened, what’s been promised |
| Engagement signals | Whether deal momentum is up or down |
| Competitor mentions | Which competitors have come up in the deal |
The richer your global context and the more complete your deal records, the better Sales Coach performs.
Objection Handling
When a prospect raises an objection, paste it into Sales Coach (or it auto-detects from inbox/call transcripts). Sales Coach returns:
- Why this objection comes up — the underlying concern
- Your response framework — based on your battle cards
- Specific proof points — case studies, quotes, data from your proof catalog
- Follow-up questions — to validate the response landed
For competitive objections specifically, Sales Coach references the relevant Competitor Teardown automatically.
Meeting Prep
Before any sales meeting:
- Open the meeting in the inbox or AE Cockpit
- Click Generate Prep
- Sales Coach produces:
- Attendee research (role, recent activity, LinkedIn highlights)
- Account context (recent signals, deal stage, history)
- Suggested agenda based on stage
- Discovery questions tailored to the persona
- Talking points aligned to your value props
- Risk areas and probable objections to expect
Prep is generated in 10–30 seconds and pushed to the meeting detail page.
Post-Meeting Coaching
After the meeting (assuming it was recorded with Roam, Gong, or another integrated provider):
- Sales Coach analyzes the transcript
- Generates a structured summary (BANT/MEDDIC/SPICED — pick your framework in settings)
- Identifies action items, commitments, and gaps
- Surfaces follow-up recommendations as AE Cockpit decisions
- Flags coaching moments for the rep (missed discovery, unanswered objections)
The same analysis surfaces in the Coaching view for managers reviewing their team’s calls.
Competitive Positioning
When a competitor is mentioned in the deal:
- Sales Coach detects the mention from inbox, call transcripts, or notes
- Pulls the matching Competitor Teardown from global context
- Generates positioning guidance:
- Strengths to lead with — your advantages over this competitor
- Weaknesses to highlight — credible attacks on the competitor
- Trap questions to ask — questions that expose the competitor’s gaps
- Proof points — case studies of customers who switched from this competitor
Update your Competitor Teardowns regularly — Sales Coach is only as accurate as the underlying intel.
Risk Assessment
Sales Coach watches for early warning signs and flags deals at risk:
| Signal | Risk Pattern |
|---|---|
| Engagement drops | Prospect emails / opens drop sharply for 7+ days |
| Champion silent | Identified champion goes 14+ days without activity |
| Stage stalled | Deal hasn’t progressed in 21+ days |
| Missing decision maker | Late-stage deal without an identified Decision Maker contact |
| Single-thread risk | Only one buying-committee contact engaged |
| Competitor momentum | Competitor mentions increasing across recent activity |
Each at-risk flag becomes an AE Cockpit decision card with recommended recovery actions.
Coaching for Managers
Sales managers get a consolidated view at Agents → Sales Coach → Team:
- Per-rep coaching scorecard (calls reviewed, gaps identified, improvements over time)
- Top objection types raised across the team
- Common discovery gaps (which qualification dimensions reps consistently skip)
- Wins to highlight in 1:1s
- Risk concentrations (which reps have the most at-risk pipeline)
Use this to focus coaching conversations on the highest-leverage gaps.
Settings
Configure Sales Coach behavior at Agents → Sales Coach → Settings:
| Setting | What It Controls |
|---|---|
| Discovery framework | BANT, MEDDIC, SPICED, or custom |
| Risk thresholds | Days-without-activity that trigger at-risk flags |
| Pre-meeting timing | When to send the briefing (30 min before meeting, etc.) |
| Coaching aggressiveness | Conservative (only flag certainties) → Balanced → Aggressive (flag possibilities) |
| Auto-generate | Whether prep / summaries generate automatically or on-demand |
Credit Costs
Sales Coach actions consume credits:
| Action | Cost |
|---|---|
| Pre-meeting briefing | 5–10 credits |
| Post-meeting summary | 5–10 credits |
| Objection handling | 1–3 credits |
| Deal risk analysis (per deal, daily) | 2–5 credits |
| Competitive positioning | 1–3 credits |
Daily auto-generated coaching across your pipeline is included in standard usage; manual on-demand coaching counts incrementally.
Best Practices
- Keep global context current — Sales Coach references it directly. Stale battle cards = stale advice
- Add Competitor Teardowns for every real competitor — generic competitor advice is much weaker than specific teardown-backed guidance
- Adopt one discovery framework — pick BANT, MEDDIC, or SPICED and stick with it; mixing dilutes the coaching
- Review flagged at-risk deals weekly — the value of risk detection is acting on it before deals die
- Use post-meeting summaries for retrospectives — managers should review summaries with reps, not just check that they exist
Related
- AE Cockpit → — AI-prioritized deal actions with coaching insights woven in
- Prospects → — Deal detail pages where Sales Coach Intelligence tab lives
- Studio Global → — Manage the intelligence documents Sales Coach uses
- Studio Intelligence → — Generate competitor teardowns and battle cards
- Copilot → — General AI assistant (use this for ad-hoc queries; Sales Coach is for deal-specific work)