Know exactly what your sales team needs to improve.
Your salespeople submit 1–2 real customer conversations each week.
The xDR Coach analyses them to show you who's executing well, who needs coaching, what to coach - and whether your coaching actually worked.
Built for B2B sales teams. Real conversations. Real performance. Measured every week.
Your CRM tells you what happened.
It doesn't tell you why.
You already know your revenue, pipeline, forecast, conversion and activity.
But those numbers don't tell you what actually happened between your salesperson and the buyer.
Was discovery strong? Was urgency created? Were objections handled properly? Was a real next step secured?
That's the information managers need to improve performance - and it's usually buried inside hundreds of sales conversations.
The xDR Coach makes it visible.
1–2 calls per rep. Every week. That's it.
01
Submit
Each salesperson submits 1–2 real customer conversations every week.
02
Analyse
The conversation is assessed against the sales skills and behaviours that drive strong execution.
03
Prioritise
Managers immediately see who's doing well, who needs help and what needs coaching first.
04
Coach
Reps receive focused development. Managers can log coaching interventions directly in the platform.
05
Measure
The next conversations show whether the coaching actually changed behaviour.
Every week, the picture gets clearer.
Open the dashboard. Know where to focus.
See how your entire team is progressing, and how it affects your business.
Understand where your team excels, and where they need help. Make informed decisions about who you assign to key projects.
Understand what you're looking at, and how it impacts your business.
See how your entire team is progressing, and how it affects your business.
No spending Monday morning reviewing hours of calls just to decide what to coach.
The analysis is already done.
Imagine knowing this every Monday morning.
Who needs coaching.
Exactly what they need coaching on.
Which problems are affecting the whole team.
Which coaching interventions are working.
Who has actually improved.
Which reps execute strongest in particular segments, territories or industries.
Less time reviewing calls. Better coaching decisions. Better use of your sales team.
What happened when we put it into practice.
In the first 90 days with Principle Dental Software:
+90% Closed Won Revenue
Improved discovery quality and stronger commercial diagnosis.
+68% Signed Contracts
Better follow-up discipline and clearer next-step execution.
51% → 67% Team Proficiency
Capability improved while the team kept selling.
$135,000+ Recovered Revenue
Revenue recovered by identifying and correcting execution and profitability gaps.
The objective isn't more sales training. It's measurable improvement in how the team sells.
Principle Dental Software
Principle Dental Software - first 90 days
Don't just coach. Find out whether it worked.
Most sales coaching ends when the meeting ends.
The xDR Coach closes the loop.
Log what was coached. Then measure the rep's subsequent conversations against the same capability.
Coaching becomes measurable instead of subjective.
Know who your strongest executor actually is.
Your highest-revenue salesperson isn't necessarily your strongest salesperson.
Compare reps side-by-side by execution capability.
If two reps manage the same segment, territory or industry, you can see who executes better - and use that evidence when allocating strategic accounts, campaigns and opportunities.
Make people decisions using evidence, not reputation.
Start by finding out what's happening now.
The Revenue Execution Audit establishes your baseline.
We analyse real sales conversations alongside commercial performance to identify:
• where execution is strongest
• where capability is breaking down
• which reps need attention first
• which behaviours should be coached
• where revenue may be exposed
• who can become the internal benchmark
