How Freqens scaled sales: from founder-led outreach to 25% cold call conversion

What You’ll Learn

✅ How to build a repeatable sales process from real customer conversations

✅ The onboarding method that gets new BDRs booking meetings within hours

✅ A simple way to align product and sales—without more meetings
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How Frequens Uses Claap

The Challenge

When Maxime Liebens launched Freqens, he brought 15+ years of sales leadership from hypergrowth companies like Viadeo, JobTeaser, and Maki People. He knew success in B2B sales wasn’t just about the product—it was about building a scalable sales engine.

Despite his experience, Maxime ran into familiar scaling problems:

• No time for post-call reporting
• No system to train new reps
• Hard to turn learnings into a repeatable process

I used to spend 15–20 minutes writing notes after every call. That doesn’t scale.

What he didn’t expect? That Claap would become a key driver of that scale.

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How Claap helped?

Freqens adopted Claap early and it quickly became essential on 3 key pillars:

1. Built a repeatable playbook

Maxime recorded and reviewed sales calls with Claap to create a dynamic playbook of personas, objections, and talk tracks.

Claap gave me a ‘Bank of Objections’—real customer words I can revisit and build on.

2. Onboarded reps 10x faster

As Freqens grew, Claap became Maxime’s go-to for onboarding.

I told new BDRs to watch five videos. They watched fifty. It’s shadowing on steroids.

With a curated library of sales calls, new hires ramped in hours—not weeks.

3. Aligned sales and product

Claap recordings of prospect and customer feedback were shared with the product team via Notion—giving them direct insight without joining live calls or meetings.

We tag calls to roadmap items: ‘Here’s the timestamp. Here’s what the client said.’ Super efficient.

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The Results

Here is a snapshot on how Frequens moved the needle on key KPIs:

• Cold call conversion rate: 20–25%
• BDRs booking meetings within hours
• Faster feedback loops between sales & product
• Repeatable sales process built in under 12 months

I’ve used Modjo and Praiz before, but Claap’s UX, transcriptions, and AI summaries are a level above. It fits perfectly into our sales stack.

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Why it matters

Startups like Frequens don’t have time—or people—to waste. Claap didn’t just help Maxime scale his time. It helped him build a high-converting sales engine, fast.

It’s the first time I’ve ever asked for a full hour to go deeper into a tool. That says everything.