How Skello coaches 300 salespeople without listening to every call

Skello sells shift-scheduling software to frontline businesses and runs one of France's busiest sales floors: about 300 salespeople across four teams (BDRs, Account Executives, Account Strategists and onboarders). Vlad Coman joined Skello's RevOps team six months ago and has spent about half his time since on Claap: choosing it, rolling it out to every team, and building the coaching system this story describes.

The challenge: managers coaching on a sample

For four years Skello paid for a call recorder that almost nobody used. Its bot joined every call as a visible participant, one more window for a rep to manage between two back-to-back demos, so reps skipped it and most conversations were never captured.

Recording every call only solves half the problem at this scale. Managers can't listen to every call, so even the best of them coach on a sample, and nobody knows whether that sample is representative, least of all at BDR call volumes.

"300 salespeople across all our teams, and managers spending a lot of time listening to calls, when we'd rather they spend that time stepping back and looking at the activity as a whole."
Vlad Coman, RevOps, Skello

Step one: recording with zero clicks

Skello set one requirement for the switch: no button and no bot. Claap's desktop app detects the meeting, records it in the background without anyone joining the call, and the transcript is ready a few minutes after it ends.

"I want it recorded automatically. I don't even want there to be buttons."
Philippe Sagiadinos, VP Sales Excellence, Skello

With every call captured, AI fields started filling Salesforce from the conversations. For BDRs, lead qualification now fills itself from the call, so the minutes once spent on CRM entry go back into calling.

The Skello system, in three parts

On top of the recordings, Vlad built a coaching system with Claap and Claude. Each part serves a different moment in a manager's week: the end of the day, the weekly review, and the one-off question.

1. A 17:30 recap in Slack

Every team gets its own daily message, written for its job. For BDRs it lands at 17:30: the three calls to debrief first, then one call or extract for every other rep on the team. Each line says why the call is worth hearing (a rep who dug into a technical objection until the meeting was booked, for example) and links to the exact moment through Claap's magic clips. Managers use it to close the day and to set up the next morning.

Behind it sits a Claap view with two AI fields: the call type, and a coaching relevance score out of 3 that always comes with its justification, the proof when a call scores 3 and the gap when it doesn't. Claude reads that pre-filtered view instead of thousands of raw transcripts, checks the key takeaways, then pulls the clips.

"The manager can listen straight to the moment that matters, either to validate the feedback from Claap and Claude, or to challenge it so we can refine the prompt."
Vlad Coman

The first three weeks were mostly managers challenging the message. Vlad's first version looked like the Account Executive recap, the BDR managers asked for something different, and that feedback shaped the version they read today.

"I like to come with an idea people can knock down, rather than asking with nothing on the table. Otherwise everyone wants to add something, or the ideas contradict each other."
Vlad Coman

2. A weekly coaching dashboard

The BDR scoring view grades every call on Skello's own grid, out of 5 per criterion, each score with its justification. When a manager rewrote the onboarding documentation, Vlad rebuilt the grid from it, entirely from Claude through the Claap MCP.

The dashboard is a Claude artifact in two parts. The first aggregates the scores per criterion to find the team's main axis to improve. The second turns the justifications behind the scores into coaching: a team recap, a recap per BDR, and a win-loss session per axis. To work on getting past the gatekeeper, for example, it picks a good call, an average one and one to debrief, and the team lead runs the session from those three. Vlad asks managers to filter on a short window (7 days) and on calls longer than 5 minutes. The dashboard now sits as a tab in Skello's main sales dashboard, next to the Salesforce conversion rates.

3. Coaching on demand, with Claap skills in Claude

For one-off needs (preparing a training session, updating the playbook, building a battlecard), Vlad first gave managers Claude with access to Claap data. They tested ideas, but most managers don't have a RevOps lead's time to learn a new tool. So he packaged a plugin, starting from the agent library on claap.io and adapting it to Skello's teams and process.

Managers remember a single skill, Smart Claap, describe what they need, and it routes them to the right sub-skill: battlecard, deal risk detector, keyword researcher, ramp-up, sales deck, and a teams skill that knows who sits in which team. Keyword researcher and ramp-up are the two managers use most. The battlecard skill combines an AI field that logs the competitor named on each call with the clips where competition comes up, over a long history, and asks first whether you want a quick answer or a 20-minute deep pass. It delivers the battlecard as a Notion doc.

"If you go into Claude and want to use Claap data, you just type Smart Claap. One thing to remember, and it does everything we taught it to do behind the scenes."
Vlad Coman

What Vlad would tell another RevOps team

Vlad walked through his setup in a live session with Claap co-founder Pierre Touzeau in October 2026 (the full replay is at the top of this page). Here is what he would repeat, and what he would do sooner.

• Ship a first version at go-live. Vlad waited about a month before building the first agent. Starting on day one builds history on a given setup sooner and shows faster which AI fields or analysis need to change.
• Filter the data before Claude reads it. Call type and coaching relevance turn thousands of calls into a short list Claude can analyse properly. Structured fields (scores, competitor detected) are what keep agents accurate at that volume.
• Describe the job in the prompt. Coaching for Account Strategists only became relevant once the prompt explained what an Account Strategist does, since account management is a different job from new-business selling.
• Bring managers something to break. A first version, even a wrong one, gets sharper feedback than an open question.
• Remove every other source of friction. A link that's easy to share, a dashboard that loads fast, and views filtered upstream so queries stay light.

"I'd launch a first version even faster, maybe right at the Claap go-live, so we can iterate quickly. I think it's important to accept that you'll iterate a lot. That's how you build more powerful tools."
Vlad Coman

Results so far

Skello signed in June 2026, and Vlad is clear that it is too early to measure the impact on performance: the priority is a setup solid enough that the gains follow. What runs today:

• Calls record in the background, with no bot and no button for reps.
• BDR lead qualification fills itself in Salesforce from the call.
• Every team gets a daily coaching recap in Slack, written for its job.
• Managers run weekly coaching from one dashboard built on Skello's own scoring grid.
• Six Claap skills in Claude, behind one Smart Claap entry point, cover battlecards, deal risk, research, ramp-up and sales decks.

Next, Skello will track calls per BDR per day as CRM entry disappears, and Account Executive conversion rate, which depends on both CRM quality and coaching and takes longer to move.