Conversation intelligence for sales coaching.
Managers can't listen to every call. Claap scores all of them on your criteria, so each one-to-one starts from the moments that matter.
Coaching
Key metrics
P — Pain · by rep
Jonas D.1.9
Mara K.2.6
Sam M.3.1
Trusted by revenue teams at
Infopro Digital
TransferRoom
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- No training on your data
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.
Coaching
Next step agreed
1/5
“Let’s just touch base sometime next month.”
Last minute · 27:40
See the habits across every 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.
Activity
Talk / Listen ratio
Share of time each rep speaks, against the team average.
Léa P.51%Sam M.46%Mara K.68%Jonas D.55%Team average 54%
Mara K. · this quarter
68%talk time · team 54%
Longest monologue 3:52
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.
Meetings
Mara K.Sam M.Léa P.Jonas D.Mara K.Sam M.Sales Engineer scorecard
Technical fit4/5
Proof plan3/5
Security answers4/5
What sales managers ask for
Lines from recorded discovery calls, translated from French. Names removed.
01 · Nobody flags the calls to open
“A scoring system on calls that went badly, flagged to me automatically. And the calls that went very well, too.”
What Claap does
Claap scores every call on your criteria, so the lowest and highest scores tell you which calls to open. Click a score and the player jumps to the moment behind it.
02 · Generic coaching misses the point
“The auto-coaching knows nothing about our business. It is very negative, a bit off the mark, not constructive except for basic things.”
What Claap does
Claap scores calls on criteria you write, or on a MEDDIC or SPICED template you adapt. Test each criterion on real calls before you publish it to the team.
03 · Reps feel policed
“Some people were afraid of being policed by their manager.”
What Claap does
Claap links every score to the moment in the call it is based on, so reps can check it themselves. Share the criteria and use scores to pick what to coach.
“For managers it is great: we spot what is not working straight away, and we can work on it very precisely with the advisors. Our coaching is more efficient.”
David BonneauSite director, Infopro DigitalWhy 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
- 12.5 h
- 20 h
- 30 h
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 discuss the call itself.
Use scores to pick the topic
Scores choose what to work on in the one-to-one. Teams that publish a leaderboard as a verdict see reps stop recording.
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 across every call.
Which AI tool is best for sales coaching?
Pick by what you coach on. To coach on real customer calls, choose a tool that scores every recorded call on your own criteria and links each score to the moment behind it, such as Claap or Gong. To rehearse before calls, AI roleplay tools such as Hyperbound or Second Nature fit better. Many teams run one of each.
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 keep reps recording.
Which Claap plan includes call scoring?
AI coaching and call scoring are part of the Business plan, at $60 per seat per month, billed yearly, 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.