How TenderApp Boosted Win Rates by 66% with Claap

What You’ll Learn

✅ How Claap helped structure sales coaching around SPICED

✅ How TenderApp aligned Sales, CS & Marketing around real call insights

✅ How AI summaries improved CRM hygiene and visibility

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How TenderApp Uses Claap

The Challenge: scaling Revenue with broken sales processes

TenderApp is a fast-growing SaaS platform that helps companies win more public sector tenders through AI-powered discovery and planning.

By the time Sjors de Kleijn took over RevOps in late 2024, he spotted a clear gap: TenderApp had the product-market fit, but not the operational muscle to scale.

When I started, there were no real aligned processes. The data hygiene was terrible. There were a lot of data gaps.

The blockers:

• Inconsistent sales qualification
• No coaching framework
• Little insight into what reps actually said on calls
• CRM data gaps and poor follow-up tracking

TenderApp needed structure — and fast. They wanted to implement the SPICED methodology, but had no visibility into how well it was being adopted.
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The Solution: a shared Coaching and Sales Intelligence Hub with Claap

To scale smarter, TenderApp turned to Claap to record, summarize, and analyze all customer conversations across sales and CS. Here's what they did across 4 key pillars:

🧠 Built a coaching engine
They recorded every SDR and AE call to support their new sales coach. Claap’s AI-powered summaries, talk ratio analysis, and Smart Clips made it easy to review and coach calls at scale.

Claap helped us get insight into how the calls are going. Do we understand what the customer wants, or are we just talking all the time?

📚 Standardized their sales methodology
They rolled out the SPICED framework and used Claap to assess how well reps were following it — identifying gaps in discovery and qualification.

🎯 Created templates for every meeting type
Qualification calls, onboarding sessions, CS check-ins, even marketing interviews — all structured with Claap templates and synced to HubSpot.

🧩 Fed real insights back into GTM
With Claap’s Smart Columns, they analyzed insights and trends across meetings to refine their ICP, product roadmap, and content strategy.

We now collect quotes during every conversation. If the customer is willing to contribute to a case study, we already have most of the data in place.

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The Results: 66% uplift in Win Rates in one quarter

Within one quarter of rolling out SPICED and Claap, TenderApp saw KPIs evolving:

📈 SQL-to-win rate jumped from 9% to 15%
Thanks to better qualification, sharper coaching, and consistent messaging.

🤝 Teams finally aligned around the 'Voice of the Customer"
Sales, CS, and marketing used the same call insights to shape onboarding, reduce churn risk, and create pieces of content that resonate.

🛠️ HubSpot x Claap streamlined data
CRM fields were updated automatically, quotes captured during calls, and coaching moments tracked — all without admin overhead
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Claap helped us go from chaos to structure. We finally have a repeatable sales process — and it’s working.

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Why Claap?

For Sjors, it wasn’t just about features — it was about speed and innovation.

Every time I think 'this could be useful,' the Claap team tells me it's already there or will be next week. The setup is easy, the integrations are smooth, and the product just works.

Ready to scale like TenderApp? See how Claap helps high-growth Revenue teams build coaching cultures and close more deals.
📅 Book a demo today.