matteotitta Call coaching
Score a sales rep's single call against the qualification framework that fits the call type, and return an evidence-bound coaching report: what they did well, where they fell short, the specific better moves to make next time, and the one thing to focus on. Every verdict is backed by a verbatim quote. Coach the rep; judge the call.
Built for sales-team enablement — e.g. ClientCo's SDR ramp and QA. It reads one call and helps one rep get better.
Claude Code triggers
Invoke when the user says:
- "Coach this call" / "score this rep's call"
- "Rep coaching report" / "how did this call go?"
- "Grade this discovery/demo/closing call"
- "Where did the rep miss on this call?"
Do NOT invoke when:
- User wants patterns across many won/lost deals → use
win-loss(retrospective aggregate, not per-rep coaching) - User wants to author a reusable sales playbook → use
sales-call-playbook - User wants general meeting summary/notes → use
transcripts - User wants competitive intel → use
competitor-research
How this differs from its siblings
| Skill | Job | Input → output |
|---|---|---|
| call-coaching (this) | Make one rep better on one call | One call → forward-looking per-rep coaching |
win-loss |
Find why deals are won/lost | Many calls → backward-looking aggregate patterns |
sales-call-playbook |
Author the client's playbook | No transcript → reusable reference |
Input requirements
| Input | Required? | Notes |
|---|---|---|
| One call transcript | Required | Any recorder format — see intake below |
| Call outcome / context | Optional | Helps calibrate (deal stage, amount, competitor) |
| Chosen framework | Optional | If omitted, inferred from the call type |
| product-messaging | Recommended | What we're selling — sharpens "better move" examples |
| sales-call-playbook | Recommended | The client's own playbook, if one exists |
If no transcript: ask for one. A coaching report needs a real call — never fabricate one to demonstrate the format.
Intake — normalize, then redact
- Normalize any recorder format (Gong / Fireflies / Otter / Grain / VTT / SRT / JSON / plaintext) to speaker-attributed turns. Reuse the adapter spec at `research/win-loss/the premium reference. (Transcripts may come from Granola via MCP, or pasted directly.)
- Redact PII first —
.claude/rules/pii-redaction.md. Mask end-client names, emails, account numbers; keep the rep's name+role, company, deal context, and the words. Load-bearing for ClientCo (FCA-regulated). - Infer roles — label each speaker rep / buyer / champion / economic-buyer. Roles drive both scoring and evidence attribution.
Process
Classify the call type. Map the transcript to one of the 14 types in
call-type-taxonomy.md. The type picks the framework — discovery → SPICED or Sandler or Gap Selling; demo → Command of the Message; technical-validation / go-no-go / negotiation / closing → MEDDPICC + Next Steps; cold call → BANT. If the call is mixed or ambiguous, name the dominant type and say why; ask the user if it's a coin-flip.Score against the framework's elements. Pull the chosen framework from
qualification-frameworks.md. For each element: a verdict (covered / partial / missing) and a calibrated 0–100 sub-score, using the element's "covered when / missing when" signals as the rubric. Every verdict cites a verbatim quote + speaker per.claude/rules/evidence-bound-outputs.md. No quote → lower confidence or mark the element "not enough evidence," never invent.Flag deal-health movement (optional). Note which deal-health dimensions the call advanced vs. left untouched, per
health-rubrics.md. A single call rarely moves all ten — name the one or two it should have and didn't.Write the coaching report. Follow the 8 principles below and the template at the premium reference. Lead with the headline signal, order improvements high → low impact, give concrete better-move examples in a human voice. Keep it skimmable — a manager reads it in two minutes.
The 8 coaching principles
Adapted from the gtm-superintelligence coaching operating frame (Apache-2.0). These govern every coaching report.
- Evidence over opinion — every score quotes the transcript with attribution. Lower confidence rather than invent evidence. (Enforced by
evidence-bound-outputs.md.) - Coach the rep, judge the call — evaluate seller behavior only. Buyer responses are evidence of how the rep performed, not the thing being graded.
- Specific and actionable — give concrete "better move" examples the rep can reuse on the next call. No vague "build more rapport."
- Calibrated scoring — use the full 0–100 range. Excellent execution 80+, average 50–65, reserve 90+ for textbook moments.
- Respect the rubric — score only against the chosen framework's elements. Don't import outside criteria the rep was never measured on.
- Honor methodology vocabulary — name the elements: "no Critical Event surfaced (SPICED)", "Economic Buyer never engaged (MEDDPICC)". It teaches the framework while it coaches.
- Brevity with substance — lead with signal, prioritize improvements high to low. Managers skim. One page.
- No fabrication of business facts — don't assume deal size, competitors, or outcomes unsupported by the transcript or provided metadata.
Tone: direct, supportive, concrete — like a strong 1:1 manager. Praise genuine strengths; be honest about gaps.
Better-move style: sound human, not automated. No em-dashes, no corporate openings ("I hope this finds you well"), no hype words ("leverage", "synergy", "unlock"). Lead with the point and one clear ask. (Aligns with .claude/rules/ai-speak-anti-patterns.md — the better-move examples are model copy, so they pass the same bar as any shipped content.)
Final ship gate
Run /premortem --output before ship. See .claude/skills/meta/orchestration/premortem/SKILL.md for the 5 execution domains (will-it-resonate / will-it-convert / will-it-stay-on-brand / will-stakeholder-push-back / will-it-degrade-over-time) and the output template. For a coaching report the sharpest failure modes are: a verdict with no quote behind it (evidence-bound miss), unredacted client PII reaching a shared doc, and "better move" examples that read like AI slop — check all three.
Attribution
The four-stage coaching approach (classify → score → coach), the 8 operating principles, and the call-type → framework mapping are adapted from attentiontech/gtm-superintelligence (Apache-2.0), accessed 2026-06-08. Imported via /steal — .claude/discovery/0626-gtm-superintelligence-steal-analysis.md.