🎭Ramp Trainer
Turns closed deals into voice roleplays where an AI plays the buyers your reps will meet.
⚡ 128◷ 2m▤ 6 fields
For sales and RevOps teams
CRM automation that starts with the call.
Workflows only move data that is already in the CRM. Claap puts it there: every call logged, every field filled from what the buyer said.
Deals
🗂️All deals🎯Open🏆Won❌Lost📊MEDDPICC⚖️Win-Loss Deals💰High value deals+
Deal
Deal owner
Stage
Amount
Next stepAI
ObjectionsAI
Decision dateAI
BBrackman & VossBrackman
Negotiation
€150,000
Second demo for the CFO
Rollout
29 Sep
KKessler RetailKessler
Closed Won
€125,000
Kick-off with the enablement lead
Pricing
14 Aug
NNorthwind LogisticsNorthwind
Proposal
€120,000
Send the DPA to legal
SecurityDPA
12 Sep
MMeridian CareMeridian
Negotiation
€110,000
Map the current tooling
Timing
4 Oct
OOtava SystemsOtava
Negotiation
€98,000
Agree the pilot scope
Pricing
30 Sep
AAurelia PharmaAurelia
Qualification
€95,000
Loop in the RevOps lead
ProcurementTiming
1 Nov
VVisser & CoVisser
Proposal
€88,400
Security review, then pricing
PricingSeat count
24 Sep
HHalden GroupHalden
Discovery
€74,200
Confirm the renewal owner
Budget
Not set
LLindqvist MediaLindqvist
Discovery
€66,400
Share the security pack
Security
14 Oct
Deal · Visser & Co
8properties writtenSynced to CRM
Next stepAI
Security review, then pricing
Economic buyerAI
Anneke Visser · CFO
Written to HubSpot+6 more
- EU hosting
- GDPR
- SOC 2 Type II
- No training on your data
Definition
What CRM automation is, and the half most tools skip
CRM automation is software doing the repetitive CRM work a person would otherwise do by hand: logging activity, updating fields, creating follow-ups and moving records through the pipeline. For a sales team it covers two different jobs, and most tools only do the second.
The first job is getting facts in. Budget, next step, decision date and objections are said on calls, and someone has to type them. The second job is acting on those facts once they are in: route, alert, sequence. Workflow tools do the second. Claap does the first.
- 01
Data capture
Calls logged on the right record and fields written from what was said, with no rep typing after the call.
- 02
Workflow automation
Triggers and actions on CRM data: HubSpot workflows, Salesforce Flow, Zapier, Make or n8n. They run on what is already there.
- 03
Where Claap sits
The capture side for sales calls. It fills the CRM, drafts the follow-up and hands the data to the workflows you run.
From our own data
Most sales meetings happen on a day full of other meetings
“Update the CRM right after the call” assumes a gap after the call. We looked at how meetings stack up across 424 sales teams on Claap.
- of recorded meetings fall on a day when the same person recorded at least one other
- 73%
- of recorded meetings fall on a day when the same person recorded at least one other
- fall on a day with three or more meetings for that person
- 48%
- fall on a day with three or more meetings for that person
- fall on a day with five or more, where typing up each one means an evening
- 18%
- fall on a day with five or more, where typing up each one means an evening
- of reps’ weekly time back at Weglot, from AI follow-ups and CRM automation
- 20 to 40%
- of reps’ weekly time back at Weglot, from AI follow-ups and CRM automation
- 27%
- 25%
- 18%
- 12%
- 18%
Heard on our calls
What sales teams want automated
Lines from recorded discovery calls this year. Names removed.
“Right now, it’s a very manual process for me to go from call to get into the CRM. I have to add everything manually. I probably could get into Zapier and do it, but anyway.”
Heard from · Head of Growth, AI customer-support software companyWhy this hurts
A workflow tool can move data between apps. It still needs someone, or something, to turn the call into fields first.
“[Our note taker] basically only does two things. It only sends the notes to HubSpot, which is okay. But we need something to help with admin. And we have a lot of properties, fields that need to be filled out.”
Heard from · Sales enablement, European energy-data software companyWhy this hurts
A summary pasted into an activity note helps the next reader. It does not fill the properties your reports and workflows run on.
“What a lot of platforms do, they generate the follow-up, right, but it’s still a generic follow-up. [...] What I’m looking for is to take the summary directly into n8n [...] into the tonality of my sales reps.”
Heard from · Go-to-market lead, fintech companyWhy this hurts
Teams that already run automations want the call data as an input, not a closed box. Ask how it leaves the tool.
“We have prompts running after every call that feed dozens of fields. It’s critical for sales, but also for product and support teams.”
Pierre FertoutChief Sales Officer, Weglot20 to 40%
of reps’ weekly time back at Weglot, from AI follow-ups and CRM automation
How Claap does it
From every call to the CRM, without a rep typing
Call logging
Every call logged on the right record
- Each call lands as a note with the summary, the participants and a link back to the recording.
- Calls from Aircall, Ringover, Allo and lemlist VoIP are logged like video calls, once your dialer records them.
- A buyer missing from the CRM can be created as a contact, so no call is left unattached.
Meetings
🎬All meetings👤My meetings✂️My video clips🌶️SPICED Scoring📞Cold Call Scoring💡Product Feedback+
08:14 / 32:07
Visser & Co · DiscoveryDiscovery17 Sep · 32 min · Google Meet
Summary AI
Anneke confirmed the budget is approved for 40 seats but would not commit to a date before legal has the DPA. Pieter raised the security review as the only hard blocker. Pricing came up twice, both times against the seat count rather than the total.
Next steps AI
- Send the security pack to Pieter before Friday.
- Confirm the seat count with Anneke.
- Book the legal review for the week of the 23rd.
Notes · MEDDIC template
Visser & Co · DiscoverySynced to HubSpot
Metrics40 seats · €45k approved
Economic buyerAnneke Visser · CFO
Decision processSecurity, then legal
Identified painNotes missing from the CRM
ChampionPieter · Sales Ops
Fields
Typed values in the fields your reports use
- Write budget, next step, decision date or main objection into HubSpot or Salesforce properties you already report on.
- Ten output types, such as select, date, number or rating, so a value filters like one a rep typed.
- One call can fill fields on the deal and on the contact at once, so nobody updates two records.
Settings
🧩AI fields🔗CRM mapping⚙️Rules+
Claap field
Object
CRM property
CRM type
Status
next_step
Deal
HubSpot · deal.next_step
Single-line text
Syncing
objection
Deal
HubSpot · deal.objections_c
Multiple checkboxes
Syncing
economic_buyer
Deal
HubSpot · deal.economic_buyer
Contact
Syncing
decision_date
Deal
HubSpot · deal.closedate_expected
Date picker
Syncing
meddpicc_pain
Deal
HubSpot · deal.meddpicc_pain
Number
Syncing
competitor
Deal
HubSpot · deal.competitor_c
Multiple checkboxes
Paused
renewal_signal
Company
Salesforce · Account.renewal_signal_c
Picklist
Syncing
handover_brief
Contact
HubSpot · contact.handover_brief
Multi-line text
Syncing
Mapping · objection
Claapobjectionmulti-selectHubSpotdeal.objections_cMultiple checkboxes
A custom property on the object you chose, not a note pasted into the timeline.
Objects supported
Deal Native
Company Native
Contact Native
Custom properties Native
Control
Automation that never erases a rep’s work
- Only if empty: a value a rep typed by hand is never touched, so reps keep trusting the CRM.
- Append when possible: each new call adds its answer under the last one, so objections build into a list.
- Switch automatic enrichment off and values wait on the recording until someone reviews and syncs them.
Settings
🧩AI fields🔗CRM mapping⚙️Rules+
When
Then
Writes to
Active
Meeting labelled Discovery ends
Write next_step, objection, meddpicc_pain
Deal
Any sales meeting ends
Write economic_buyer if a name was given
Deal
Field changes and the deal is Closed Won
Stop writing; freeze the record
Deal
Check-in call ends
Score renewal_signal
Company
Objection added
Notify the deal owner in Slack
Deal
Rep edits a field by hand
Never overwrite it again
Deal
Call under 5 minutes
Write nothing
Deal
Sync mode
Only if emptyNever touches a rep's value
Append when possibleSelected
Always overwriteLatest call wins
Follow-up
The follow-up email drafted from the call
- Pick a discovery, demo or proposal template, or write your own with its tone, length and language.
- Paste up to three emails a rep really sent, and the draft follows their way of writing.
- The rep opens the draft in their own email client and sends it. Claap never emails a buyer by itself.
Emails
📨All emails📤Sent⏳Awaiting reply+
Subject
Contact
Deal
Direction
When
Status AI
Recap · security review and next steps
AVAnneke Visser
Visser & Co
Sent
2h ago
Awaiting reply
Re: DPA and sub-processor list
RHRuth Halvorsen
Northwind Logistics
Received
4h ago
Replied
Pilot scope, as discussed
RSRiikka Salo
Otava Systems
Sent
Yesterday
Opened
Re: pricing for 40 seats
IBIlse Brackman
Brackman & Voss
Received
Yesterday
Replied
Following up on the on-site
PNPaul Ndiaye
Meridian Care
Sent
2 days ago
Awaiting reply
Intro to your RevOps lead?
NcNo contact yet
Aurelia Pharma
Sent
2 days ago
No reply
Re: renewal owner
NiNot identified
Halden Group
Sent
3 days ago
No reply
Security pack attached
NLNils Lindqvist
Lindqvist Media
Sent
3 days ago
Opened
Kick-off dates
TKTomas Kessler
Kessler Retail
Received
4 days ago
Replied
Drafts waiting
3follow-ups, already written
Anneke VisserVisser & Co
Ruth HalvorsenNorthwind Logistics
Riikka SaloOtava Systems
Your workflows
Hand the call to the automations you already run
- A webhook fires on every processed call with the action items, key takeaways, participants and AI fields.
- Zapier, Make or n8n turn those action items into tasks, Slack alerts or sequence steps, on your rules.
- Claude or ChatGPT read the same calls through the Claap MCP, for questions no workflow was built to answer.
Agents
👤My agents🔍Discover+
📊Win/Loss Analyzer
A weekly readout comparing won and lost qualification scores, and ranking the reasons.
⚡ 94◷ 11m▤ 8 fields
🤝Sales → CS Handover
A one-page handover per closed deal: stakeholders, commitments, success criteria, risks.
⚡ 61◷ 25m▤ 9 fields
🗂️Sales Deck Builder
A branded, prospect-specific deck, pulling pains, quotes and pricing context from the calls.
⚡ 52◷ 1h▤ 5 fields
💬Objection Dashboard Builder
Scattered objections become a monthly dashboard: verbatim quotes, trends, coaching insights.
⚡ 88◷ 3h▤ 3 fields
📣Sales Meetings Daily Recap
A Slack recap each morning of yesterday's calls, with objections and competitor mentions.
⚡ 143◷ 8m▤ 4 fields
🛡️Battlecard Generator
Competitor battlecards grounded in real prospect quotes and checked against your docs.
⚡ 76◷ 40m▤ 5 fields
🏆Customer Story Writer
A customer story page per won deal: quotes, ROI metrics, deal timeline, ready to publish.
⚡ 44◷ 2h▤ 7 fields
🚀Customer Onboarding Deck Builder
Persona-specific onboarding decks per closed-won deal, grounded in the CRM record.
⚡ 37◷ 5h▤ 6 fields
🔍Keyword Researcher
Turns what buyers actually say on calls into the SEO keywords you should own.
⚡ 29◷ 6h▤ 3 fields
One call · Visser & Co
SlackMorning recap
HubSpotDeal fields
NotionBattlecard
LinearProduct feedbackSide by side
Workflow automation, and the data it runs on
The three kinds of tool buyers mix up when they search for CRM automation, by what each one does. Most sales teams need two of them.
| What it does | Claap | CRM workflows | Zapier, Make, n8n |
|---|---|---|---|
| Starts from | A processed sales call | A CRM event, such as a stage change | An event in any connected app |
| Logs the call on the right contact and deal | Included | Not included | If you build it |
| Writes fields from what the buyer said | Typed values, a rule per field | Not included | If you add an AI step and maintain it |
| Drafts the follow-up email | From the call, for the rep to send | Fixed templates | If you build it |
| Routes leads, moves stages, creates tasks | Not included | Included | Included |
| Who maintains it | Settings per field | Your CRM admin | Whoever built the flow |
Before you automate
Six questions before you automate your CRM
What the sales and RevOps teams on our calls ended up checking. Ask them of every tool, ours included.
Where do the facts come from?
List the fields your workflows trigger on. If a rep has to type them after a call, automate that part first.
A note, or a field?
A summary in an activity note reads well and triggers nothing. Ask which properties a call fills, and in what format.
What may a new call change?
Decide field by field whether a call writes when empty, appends or overwrites. A rep’s own value should survive.
Which calls are missing?
Video, dialer, the room. A workflow fed by half your calls automates half your pipeline.
Who keeps it running?
Count the flows someone has to fix when an app changes. Fewer hand-built steps means fewer silent failures.
Does a human still send?
Decide which outputs a rep reviews, like the follow-up email, and which can run on their own.
CRM automation, answered
What is CRM automation?
CRM automation is software doing the repetitive CRM work a person would otherwise do by hand: logging activity, updating fields, creating follow-ups and moving records through the pipeline. It splits into data capture, which gets facts into the CRM, and workflow automation, which acts on them. For sales teams, capture is usually the bottleneck.
What can you automate in a sales CRM?
Call and meeting logging, field updates such as next step, budget or decision date, follow-up emails, lead routing, stage changes, tasks and alerts. The first three depend on what was said on calls, so they need a tool that reads the conversation. The rest are triggers on data already in the CRM.
How is Claap different from HubSpot workflows or Zapier?
Workflow tools act on data once it exists: when a stage changes, do this. Claap creates the data from sales calls: it logs each call, writes typed values into your fields and drafts the follow-up. It is not a workflow builder, so most teams run both, with Claap feeding the workflows.
How do you automate CRM data entry from sales calls?
Record every call, then map each fact you want, such as next step or main objection, to a CRM property with an output type. Claap answers each field from the transcript after every call and writes it on the rules you set per field. The step-by-step setup is in our guide to automated CRM data entry.
Does Claap log calls in the CRM automatically?
Yes. Claap matches each meeting to a contact by email and each phone call by number, then logs it on the contact and the deal with the summary, participants and a link to the recording. Internal meetings and private recordings are not synced by default.
Can Claap create tasks in my CRM?
Not directly. Next steps land in a field you map, and every processed call fires a webhook with its action items. Teams that want tasks create them from that webhook in Zapier, Make or n8n, with their own filter, so reps do not get a task for every sentence.
Will automation overwrite what my reps typed?
Not unless you let it. Each field has its own rule: only if empty, append when possible, or always overwrite. You can also turn automatic enrichment off, so values wait on the recording until someone reviews and syncs them.
Which CRMs does it work with, and what does it cost?
Salesforce and HubSpot are native, with Attio and Pipedrive alongside them, plus Zapier, Make, n8n and webhooks. All of these are on Claap Business, €48 per seat per month on annual billing, and Enterprise. Recording and transcription start on the free Basic plan.
See one of your calls fill your CRM.
Book a demo and we will follow a real call from the recording to the filled fields and the drafted follow-up.