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

1. 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.)
2. 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).
3. Infer roles — label each speaker rep / buyer / champion / economic-buyer. Roles drive both scoring and evidence attribution.

---

Process

1. 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.

2. 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.

3. 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.

4. 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.

1. Evidence over opinion — every score quotes the transcript with attribution. Lower confidence rather than invent evidence. (Enforced by evidence-bound-outputs.md.)
2. Coach the rep, judge the call — evaluate seller behavior only. Buyer responses are evidence of how the rep performed, not the thing being graded.
3. Specific and actionable — give concrete "better move" examples the rep can reuse on the next call. No vague "build more rapport."
4. Calibrated scoring — use the full 0–100 range. Excellent execution 80+, average 50–65, reserve 90+ for textbook moments.
5. Respect the rubric — score only against the chosen framework's elements. Don't import outside criteria the rep was never measured on.
6. Honor methodology vocabulary — name the elements: "no Critical Event surfaced (SPICED)", "Economic Buyer never engaged (MEDDPICC)". It teaches the framework while it coaches.
7. Brevity with substance — lead with signal, prioritize improvements high to low. Managers skim. One page.
8. 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.

---