The Rep
Advance active deals.
Call Summary
“Customer requested a revised proposal.”
Back
CASE STUDY
Expanding Product Opportunity
Sales Cloud Conversation Intelligence — from manager coaching to shared CRM intelligence.
The Discovery
- The initial brief: help frontline managers coach more sales calls at scale — identifying coaching needs and examples of effective selling.
- Our research changed the scope: conversation insight was valuable beyond coaching.
- The entire sales team each needed different signals from the same calls.
My Proposal
Instead of focusing on the sales manager, build shared conversation intelligence into CRM — then deliver role-specific value across the sales organization.
Build Once, Serve Many Roles
- Anchored reusable conversation signals to each call and its CRM context.
- Replaced a manager-only feature set with a shared capability for role-specific workflows.
- Expanded product reach without duplicating the underlying intelligence.
The Manager
Spot patterns and coach the team.
Team Insight
“30% of calls show high talk-to-listen ratios.”
The Executive
Track market signals.
Sales Org Insight
“Primary competitor mentions increased 90%.”
Recording Analysis
Rather than coaching dashboards for managers, we concentrated first on displaying analysis at the recording source which allowed us to spread insights across the CRM.
My Role
- Reframed the product from manager coaching to CRM-native intelligence for the sales organization.
- Designed the AI signal strategy with product and engineering partners.
- Shaped roadmap priorities, trust requirements, and explainability standards.
The Outcome
Teams that use Conversation Intelligence reported:
2.5×
More likely to close deals.
Up to 29%
Productivity gains.
Closing
By building conversation intelligence once and serving many roles, a narrow manager-coaching brief became CRM-native intelligence for the whole sales organization.
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