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BuildBetter transforms your sales conversations into a strategic advantage. By automatically capturing and analyzing every customer interaction, you’ll spot buying signals, identify risks, and know exactly when and how to engage stakeholders to close deals faster.

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Why Deal Intelligence Matters

Modern B2B sales involves multiple stakeholders, lengthy cycles, and complex decision-making. Without proper intelligence:
  • 🚨 57% of deals stall due to missed signals or poor follow-up
  • 📉 Deal slippage occurs when risks aren’t identified early
  • 🎯 Win rates suffer from incomplete stakeholder mapping
  • ⏰ Sales cycles extend without clear next steps
BuildBetter solves these challenges by turning every conversation into actionable intelligence.

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Core Capabilities for Sales Teams

Automatic Signal Detection

Identify buying signals, objections, and competitive mentions in real-time

Stakeholder Mapping

Track who’s involved, their influence, and sentiment throughout the deal

Risk Monitoring

Get alerts when deals show signs of stalling or competitive threats

CRM Enrichment

Automatically update Salesforce with call insights and next steps

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Implementation Guide

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Phase 1: Foundation (Week 1)

1

Set Up Call Recording

Goal: Capture 100% of customer calls automatically
  1. Install BuildBetter Bot (Recording Setup Guide)
    • Enable for Zoom, Teams, or Google Meet
    • Configure bot settings with your company name
    • Set up recording rules to auto-join external calls
  2. Test Recording Quality
Pro tip: Name your bot something like “Sarah’s Assistant” instead of “BuildBetter Bot” for a more personal touch.
2

Understanding Sales Signals

Goal: Leverage automatically extracted deal-critical insightsBuildBetter automatically extracts 35+ signal types including (Signal Types):
  • 💡 Feature Request - Product needs and capabilities
  • 🐛 Bug - Issues or problems mentioned
  • ❌ Objection - Concerns or pushback
  • 🏆 Competition - Competitor mentions
  • ❓ Question - Customer inquiries
  • 🎯 Interest - Buying signals
  • ✅ Action Item - Next steps and commitments
These extract automatically from every call - no configuration needed.Filter for sales-relevant signals:
  • Navigate to Signals section
  • Use filters or natural language: “Show me objections and competitive mentions from Q4”
3

Connect Your CRM

Goal: Seamless flow of intelligence to Salesforce
  1. Set Up Integration (CRM Integration Guide)
    • Authenticate with Salesforce admin account
    • Map BuildBetter fields to Opportunity fields
    • Enable bi-directional sync
  2. Configure Sync:
    • Select which Salesforce fields to sync
    • Map contact and company data
    • Enable activity logging for calls
  3. Test the Integration
    • Record a test call with a Salesforce contact
    • Verify contact data syncs to BuildBetter
    • Check call appears as activity in Salesforce

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Phase 2: Optimization (Week 2-3)

Create a real-time view of deal activity using Clustering:
  1. Navigate to Clustering Section
  2. Create Dashboard with visualizations:
    • Time Series: Signal volume over time
    • Sentiment Ridge Chart: Emotional trends
    • Signal List: Recent objections and concerns
    • Quote Cards: Key customer statements
  3. Filter by Deal Context:
    • Filter signals by Company (your deals)
    • Add Date filter for current quarter
    • Filter by signal types: Objection, Competition, Interest
  4. Share Dashboard:
    • Copy dashboard link to share with team
    • Export visualizations as PNG for presentations
    • Export signal data to CSV for CRM import
Automate call organization (Workflow Guide):
  1. Auto-File Sales Calls:
    • Create workflow: “Recording to Folder by Title”
    • Match title containing “Demo” or “Discovery”
    • Route to “Active Deals” folder
  2. Tag Competitive Calls:
    • Create workflow: “Recording to Tag”
    • Condition: “Call mentions competitors or alternatives”
    • Apply “Competitive” tag automatically
  3. Send Summaries to Webhook:
    • Create workflow: “Recording Summary to Webhook”
    • Condition: “External call with enterprise customer”
    • Send to your CRM webhook endpoint
BuildBetter workflows perform single actions per trigger. For multi-step processes, use Zapier or manual steps.
Organize deal intelligence for easy access:
  1. Create Deal-Specific Collections (Collections Guide):
    • Name: “[Company] - Q4 2024 Opportunity”
    • Add all related calls, emails, documents
    • Include competitive intelligence
    • Track stakeholder communications
  2. Build Reusable Templates:
    • Discovery Call Checklist
    • Demo Follow-up Sequence
    • Negotiation Prep Collection
    • Executive Briefing Materials
  3. Share with Stakeholders:
    • Internal: Full access for account team
    • External: Curated view for champions
    • Leadership: Executive summary only

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Phase 3: Advanced Techniques (Week 4+)

Track and expand stakeholder engagement:
  1. Build Stakeholder Maps (People & Companies):
    • Import all contacts from Salesforce
    • Track engagement frequency
    • Monitor sentiment by person
    • Identify silent stakeholders
  2. Engagement Analytics: 
    Query in AI Assistant:
"Show me all stakeholders for [Company] opportunity
ranked by engagement level and sentiment"
  3. Expansion Strategy:
    • Identify departments not yet engaged
    • Find champions to make introductions
    • Track success of multi-threading efforts
Success Metric: Increase average stakeholders per deal from 3 to 7+

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Real-World Playbooks

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🎯 The “Stalled Deal Revival” Play

Situation: Deal has gone quiet for 2+ weeks
1

Diagnose the Stall

  1. Open AI Assistant
  2. Query: “Analyze all interactions for [Opportunity]. What were the last concerns raised?”
  3. Review signal timeline for negative sentiment
2

Re-engage with Intelligence

  1. Generate personalized re-engagement email using Documents
  2. Reference specific value props discussed
  3. Address last known concerns
  4. Propose clear next step
3

Track Response

  1. Set up workflow to alert on reply
  2. Schedule follow-up call within 48 hours
  3. Prepare with stakeholder-specific talk tracks

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🚀 The “Fast Track Close” Play

Situation: Strong buying signals detected
1

Strike While Hot

  1. Immediately after positive call, generate Executive Summary
  2. Include specific ROI discussed
  3. List agreed-upon next steps
  4. Send within 2 hours
2

Mobilize Resources

  1. Alert sales engineer via Slack integration
  2. Schedule implementation planning call
  3. Prepare contract with discussed terms
  4. Create mutual success plan
3

Maintain Momentum

  1. Daily signal monitoring
  2. Proactive check-ins with champion
  3. Address concerns immediately
  4. Track all commitments

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🛡️ The “Competitive Defense” Play

Situation: Competitor mentioned in call
1

Immediate Response

  1. Workflow triggers alert
  2. Generate competitive comparison document
  3. Schedule follow-up within 24 hours
  4. Prepare differentiation talking points
2

Reinforce Value

  1. Share customer success story
  2. Offer reference call with similar company
  3. Demonstrate unique capabilities
  4. Quantify switching costs
3

Lock In Advantage

  1. Accelerate timeline
  2. Involve executive sponsor
  3. Propose pilot or POC
  4. Create urgency with limited-time offer

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Measuring Success

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Key Metrics to Track

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Weekly Success Checklist

Monday: Review signals dashboard in Clustering section
Tuesday: Filter for negative sentiment signals and create action plans
Wednesday: Review call recordings and verify Salesforce sync
Thursday: Filter competitive mention signals and update battle cards
Friday: Use Chat to ask “Summarize key sales insights from this week” and share with team

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Expert Tips

The 24-Hour Rule: Always follow up within 24 hours of a call with a summary and clear next steps. Use document templates to make this effortless.
Signal Stacking: Look for multiple positive signals in one call (budget + timeline + urgency) as a strong closing indicator. Use signal filters to find calls with multiple Interest signals.
The Pre-Call Ritual: Before every call, ask the AI Assistant: “What should I know about [Company] based on all previous interactions?” Never go in cold.
Competitive Judo: When competitors are mentioned, use it as an opportunity. Query: “What specific features has [Company] asked about that [Competitor] doesn’t offer?”

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Common Pitfalls to Avoid

Don’t overwhelm buyers with every insight. Be selective and share only what advances the deal.
Don’t ignore negative signals. Address concerns immediately rather than hoping they go away.
Don’t forget the human touch. BuildBetter provides intelligence, but relationships close deals.

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Next Steps

Ready to transform your sales process? Here’s your 30-day roadmap: Week 1: Set up recording and basic signals Week 2: Build dashboards and workflows
Week 3: Train team on advanced features Week 4: Analyze results and optimize

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Based on analysis of 10,000+ sales organizations using BuildBetter, these practices drive the highest ROI. Your results may vary based on sales process and implementation quality.