How Skello turned every sales call into coaching, without adding a click for reps

The challenge: four years of dark data

Skello runs one of France's most intensive B2B sales operations: thousands of BDR calls a week, thousands of AE demos a month, and a full AE team running several demos a day. For four years they paid for their previous recorder to capture all of it. Almost none of it was ever recorded.

The problem was not attitude. It was friction. That tool's bot joined every call as a visible participant, one more window for a rep to manage. When an AE finishes one call and the next prospect is already waiting, that single extra click is enough to make the tool disappear.

"Leur boulot, c'est de closer. Leur boulot, ce n'est pas pour moi de cliquer à droite, à gauche."
Philippe Sagiadinos, VP Sales Excellence

So Salesforce went dark. The qualification captured on BDR calls, competitor mentions, decision-makers, renewal dates, never survived the handoff to the AE. Further downstream, thin handoffs from Sales to Onboarding were quietly feeding early-life churn, with a real share of it tracing back to deals whose context never reached the onboarding team.

"[Notre ancien outil], on l'a depuis 4 ans et il n'a jamais été adopté correctement. Si on n'a pas su le faire avant, c'est bien qu'en fait on ne sait pas le faire avec [cet outil]."
Philippe Sagiadinos

The solution: zero clicks, full coverage

Skello came to Claap with one non-negotiable: zero clicks to record. No bot window, no manual button. Recording had to be automatic, invisible, and cover every call.

"Je veux que ce soit enregistré automatiquement. Je ne veux même pas qu'il y ait de boutons, en fait."
Philippe Sagiadinos

Claap's bot-less Desktop App answered it. Live on Mac at close, with a Windows beta committed for July 2026, it detects a meeting, records it silently, and delivers a transcript in under three minutes, all without anyone joining the call.

Recording was only the start. RevOps lead Vlad Coman mapped the full workflow: progressive CRM enrichment that pulls signal from every BDR call, AE demo, and email into Salesforce at the account level, plus auto-populated handover notes that give onboarders full deal context the moment a deal converts, without a single rep filling in a form.

"C'est hyper utile. Avec cette feature, tu libères tous tes sales et les AS de leur charge administrative. Mes onboarders ont beaucoup plus d'informations dans le transfert, là où les sales faisaient un speedrun de leur flow pour convertir et tu n'avais pas beaucoup d'infos."
Vlad Coman, RevOps, Skello

What Skello built next: a coaching and CRM operating system

Recording was the foundation. On top of it, Skello's RevOps team built a full coaching and CRM operating system, rolled out in July 2026 across dedicated training tracks for reps, managers, and growth. Four use cases now run the day-to-day.

1. Automatic call scoring on Skello's own playbook. Every recorded call is scored automatically against Skello's own criteria, filterable by team, by manager, and by call type, with a session-type dimension (quick call, one-to-one, group session) for context. Each score ships with its justification, the proof and the gap, never a number without a reason. Skello owns the AI fields: adjust a criterion, correct a score, refine the prompt.

2. A daily coaching recap in Slack. Each morning a per-team digest lands in Slack: the calls worth celebrating, the accounts at risk, and one concrete coaching action per manager, each linked to the exact moment in the call. Managers coach without ever opening Claap, and catch issues the same day instead of a week later.

3. A compiled coaching dashboard. One filterable view scores every rep on the skills that matter, icebreaker, discovery, demo, objection handling, and close, shows coverage per onboarder so no one slips through, and auto-generates a coaching plan built from each rep's weakest area.

4. An AI assistant, in Claap and in Claude. Ask anything about a call, an account, a deal, or a whole team straight from Claap. Or connect Claap to Claude and generate enablement on demand, battlecards built from real objections, win-loss analysis, using custom skills, in minutes.

Next on the roadmap: pipeline-review recaps that separate on-track deals from at-risk ones for weekly forecasting, and an admin dashboard that surfaces adoption so every call gets captured.

Results

• Every call recorded automatically, up from almost none in four years of the previous recorder.
• Salesforce filled with zero clicks from reps, with context captured across BDR, AE, and onboarding handoffs.
• 170 seats live across the full revenue org, from BDR to Account Strategist.
• A coaching operating system on top of the recordings: automatic scoring on Skello's playbook, daily Slack recaps, a compiled dashboard, and an AI assistant in Claap and Claude.
• Early-life churn reduction targeted through cleaner handoffs from Sales to Onboarding.