Coach every rep on the calls they really had.
Managers cannot listen to every call. Claap scores all of them on your criteria, so the one-to-one starts from the moments that matter.
Deals scored
48
+12%
Global rating
4.1
+0.4
Criteria covered
78%
+8 pts
Calls analysed
126
this month
Reps below bar
2
of 9
MEDDPICC coverage, by criterion
Share of scored deals where the criterion was actually established.
- Metrics88%
- Champion74%
- Decision criteria61%
- Economic buyer52%
- Pain38%
Bar to clear: 70%
Weakest criterion · Pain
Team average 38% of deals
Mara K.2.4
Furthest behind, across 19 calls. She asks what the problem is and never asks what it costs, the same gap in 14 of them.
Reviewed
126 calls this month
Not the two a manager had time to listen to.
- EU hosting
- GDPR
- SOC 2 Type II
- No training on your data
Why manual call review never scales
The median recorded meeting on Claap lasts 30 minutes. Multiply that by the calls a manager would like to hear.
- per rep per week to listen to five calls at the median length
- 2.5 h
- per rep per week to listen to five calls at the median length
- meetings coached every month at Skedda, without reviewing each one
- 700+
- meetings coached every month at Skedda, without reviewing each one
- SQL-to-win rate at TenderApp after coaching on SPICED
- 9% → 15%
- SQL-to-win rate at TenderApp after coaching on SPICED
- recorded buyer calls said their last tool stopped at the recording
- 7
- recorded buyer calls said their last tool stopped at the recording
- 5 reps12.5 h
- 8 reps20 h
- 12 reps30 h
What sales managers ask for
Lines from recorded discovery calls, translated from French. Names removed.
“A scoring system on calls that went badly, flagged to me automatically. And the calls that went very well, too.”
Heard from · Sales manager, vertical SaaS (translated)Why this hurts
Managers do not want more calls to listen to. They want to be told which ones to open, good and bad.
“The auto-coaching knows nothing about our business. It is very negative, a bit off the mark, not constructive except for basic things.”
Heard from · Sales director, media group (translated)Why this hurts
Generic scoring judges a call against someone else’s playbook. Scores only help when the criteria are yours.
“Some people were afraid of being policed by their manager.”
Heard from · Sales enablement lead, SaaS (translated)Why this hurts
When reps fear the recorder, they stop recording. Show them the criteria and the evidence behind every score.
“What I was really hunting for was a call grader, something that could automate parts of coaching and help us scale consistency.”
Jake HelmanSVP Sales & Partnerships, Skedda700+
meetings coached every month
From every call scored to one thing to work on
Every call scored on your own criteria
- Start from a MEDDIC or SPICED template, or write criteria that match how your team actually sells.
- Each criterion returns the format you choose: a 0 to 5 score, a yes or no, a list, a date.
- Click a score and the player jumps to the moment in the call it was based on.
Visser & Co · Discovery
P · Pain2/5
“It’s fine for now, we just wish it were quicker.”
Transcript · 14:22 AI
Pain · last 30 days
Sam M.4.4
Léa P.4.1
Jonas D.3.2
See the habits, not just one call
- Talk ratio, longest monologue, question rate: each rep is compared with the team average, to coach their habits.
- A team scorecard and a monthly trend show whether a criterion is improving after you coached it.
- The leaderboard shows who to learn from, criterion by criterion.
Average rating
4.1
+0.4
Calls analysed
126
this month
Reps below bar
2
of 9
Criteria graded
7
MEDDPICC
Longest monologue
1:32
−18s
Average rating, by rep
Average score across the criteria you grade on, last 30 days.
- Sam M.4.4
- Léa P.4.1
- Mara K.3.8
- Jonas D.3.2
Team average 4.1 of 5
Jonas D. · last 30 days
Average rating3.2/5
Team average 4.1. 31 calls.
Longest monologue 4:18
Questions per call 6 · team 12
Criteria for each seat on the team
- Account Executives, Sales Engineers and Customer Success Managers each get criteria for their own calls.
- Speakers are scored separately, so a Sales Engineer’s demo does not change the Account Executive’s score.
- New criteria are tested on real calls before you publish them to the team.
Sam M.Léa P.Sam M.Jonas D.Léa P.Mara K.Sam M.Jonas D.Mara K.Sam M.Scoring criteria by role
Account ExecutivePain · Economic buyer · Decision process · Next step
Sales EngineerTechnical fit · Objection handling · Proof plan
Customer Success ManagerAdoption · Risk · Expansion signal · Sponsor
Same call, scored on the criteria for each person's role.
How to start call scoring without losing the team
What worked for the teams we onboarded, and what the buyers on our calls were worried about.
Start with four or five criteria
The ones you already discuss in deal reviews. You can add more once the team trusts the first ones.
Test on calls you know
Run each criterion on five calls you have heard yourself and adjust the prompt until you agree with the score.
Share the criteria with reps
Reps who can read the criteria and the evidence behind a score argue with the call, not with the tool.
Coach, do not rank
Use scores to pick what to work on in the one-to-one. A leaderboard used as a verdict kills adoption.
One habit per rep per month
Follow the trend on that criterion and move to the next once it holds.
Tell your works council early
Where local law requires it, scoring counts as a way to evaluate employees. In France that means the CSE.
Coaching with conversation intelligence, answered
How does conversation intelligence help sales coaching?
It removes the sampling. Instead of a manager hearing two or three calls a week, every call is transcribed and scored, and the manager opens the moments that explain a low or a high score. Coaching then starts from evidence, not from the calls someone happened to hear.
What should a sales call scorecard include?
The steps your team is expected to cover and can be heard on a call: discovery of pain, budget, decision process, next step agreed. Keep it to what you would coach on. Each criterion needs a clear question and an output format, such as a 0 to 5 score or a yes or no.
Can we score calls on MEDDIC, BANT or SPICED?
Yes. MEDDIC and SPICED ship as templates, and you can write criteria for BANT, SPIN or your own method. You define each criterion and its format; Claap fills the value on every call and shows the passage it came from.
Can AI coaching replace the sales manager?
No, and research agrees. A 2025 study in the Journal of Business Research found AI coaching and manager coaching are not substitutes for each other. Claap does the listening and scoring so the manager spends the time on the conversation with the rep.
How do we keep reps from distrusting call scores?
Show them the criteria and the evidence. Every score in Claap links to the moment in the call it is based on, so a rep can check it. Teams that use scores to pick coaching topics, rather than to rank people, keep reps recording.
Which Claap plan includes call scoring?
AI coaching and call scoring are part of the Business plan, at €48 per seat per month on annual billing, along with CRM auto-complete. Reviewers who only watch calls can use a free Basic licence.
Does scoring work in languages other than English?
Yes. Claap transcribes 99+ languages, and criteria run on the transcript whatever the language of the call. A team selling in French and English keeps one set of criteria.
Score last week’s calls on your criteria.
Book a demo and we will set up your first scorecard on real calls from your team.