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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

Configure Sales Signals

Goal: Automatically extract deal-critical insights
  1. Enable Default Sales Signals (Signal Configuration)
    • ✅ Budget discussions
    • 🎯 Timeline mentions
    • 🏆 Competitor references
    • 🚀 Next steps and commitments
    • ⚠️ Objections and concerns
  2. Create Custom Signals for your sales process: 
    Navigate to Settings → Signals → Add Custom Signal

Example: "Decision Criteria"
Keywords: "evaluate", "criteria", "requirements", "must have"
Severity: High
  3. Set Signal Priorities
    • High: Budget, Authority, Timeline
    • Medium: Feature requests, Integration needs
    • Low: General questions, Administrative items
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 Field Mapping: 
    BuildBetter → Salesforce Mapping:
- Call Summary → Opportunity Notes
- Next Steps → Next Step Field
- Competitors → Competitor Field
- Deal Risk Score → Custom Risk Field
- Stakeholder Sentiment → Custom Sentiment Field
  3. Test the Integration
    • Record a test call
    • Verify data appears in Salesforce within 5 minutes
    • Check that action items create tasks

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Phase 2: Optimization (Week 2-3)

Create a real-time view of deal health:
  1. Navigate to Reports
  2. Create “Deal Intelligence Dashboard” with these widgets:
    • Active Deals by Stage (with sentiment overlay)
    • At-Risk Deals (negative sentiment or no activity >14 days)
    • Competitive Win/Loss Analysis
    • Stakeholder Engagement Heatmap
    • Top Objections This Quarter
  3. Set Up Scheduled Reports:
    • Weekly pipeline review (Mondays 8 AM)
    • Daily at-risk deal alerts
    • Monthly competitive intelligence summary
  4. Share with Team:
Automate repetitive tasks and never miss follow-ups:
  1. Post-Call Workflow (Workflow Creation): 
    Trigger: Call ends with "Next Steps" signal
Actions:
1. Generate call summary
2. Extract action items
3. Update Salesforce opportunity
4. Create follow-up tasks
5. Send summary to attendees
6. Slack notification to account team
  2. Risk Alert Workflow: 
    Trigger: Negative sentiment detected or competitor mentioned
Actions:
1. Alert account executive immediately
2. Flag opportunity in Salesforce
3. Generate competitive battle card
4. Schedule manager review
  3. Champion Identification: 
    Trigger: Positive sentiment from new stakeholder
Actions:
1. Add to CRM as key contact
2. Generate stakeholder profile
3. Suggest personalized follow-up
4. Track engagement score
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+)

  • Multi-Threading Mastery
  • Competitive Intelligence
  • Forecast Accuracy
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 Deal Intelligence Dashboard
Tuesday: Analyze at-risk deals and create action plans
Wednesday: Update CRM with latest call insights
Thursday: Review competitive mentions and update battle cards
Friday: Generate and send weekly executive summary

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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. Create a workflow to alert you when this occurs.
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

Get Started Now

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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.
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