Coaching
Coach every rep on every call, with the proof.
Every call scored against your own playbook, every score backed by the moment that proves it, and feedback pinned to that moment.
MEDDIC
Scored by Drummer
4.5of 6
- MetricsMet04:12
- Economic buyerMissing22:40
- Decision criteriaMet18:03
- Decision processPartly22:40
- Identify painMet06:55
- ChampionMet27:10
- 22:40
Jonas De Smet
Anything over 25,000 goes to Sofie, our CFO. She has not seen this yet.
Evidence · Economic buyer
- 27:10
Jonas De Smet
I will set up the meeting with Sofie myself. I want this live before Q1.
30%
30% higher close rates when every call is scored and coached, not one in twenty.
01 — Scorecards
Scorecards built from your playbook.
MEDDIC, MEDDPICC, BANT, SPIN, SPICED, Challenger or your own. Score each criterion yes or no, or from 1 to 5. Every criterion gets its reasoning and the timestamp that proves it: click the score, hear 22:40.
- Every call scored automatically, against every scorecard you run
- Reasoning and a timestamp on every criterion
- Edit criteria any time; new calls follow
MEDDIC
Scored by Drummer
4.5of 6
- MetricsMet04:12
Eleven planners lose about two hours a day each to re-keying orders.
- Economic buyerMissing22:40
Sofie Janssens, CFO, signs above €25,000 and has not been met.
- Decision criteriaMet18:03
A connection to their TMS is a hard requirement.
- Decision processPartly22:40
CFO sign-off is known; the steps after it are not.
- Identify painMet06:55
A wrongly keyed order sends a truck out with the wrong load.
- ChampionMet27:10
Jonas offered to set up the CFO meeting himself.
02 — Metrics
Six conversation metrics, measured against the right benchmark.
A discovery call is not a demo. Drummer measures six things in every call and holds each one against the benchmark for its call type: discovery, demo, follow-up, negotiation, onboarding or cold call.
Talk ratio43%
- Measures
- The share of the call the rep spends talking.
- Benchmark
- 43% overall; 46% on discovery calls, 55% on cold calls, 65% on demos.
- Coaching tip
- Above half on a discovery call? Ask one more open question and let the silence do the work.
Longest monologue2:10
- Measures
- The longest stretch the rep talks without the customer saying a word.
- Benchmark
- Under 2:30; under 1:46 on a demo.
- Coaching tip
- Break a long explanation with a check: does this match how your team works today?
Longest customer story1:35
- Measures
- The longest stretch the customer talks without being interrupted.
- Benchmark
- Between 1:00 and 2:00.
- Coaching tip
- A long customer story means trust. Keep it going with “and what happened then?”
Patience0.8 s
- Measures
- How long the rep waits after the customer stops before replying.
- Benchmark
- Between 0.6 and 1.0 seconds.
- Coaching tip
- Count to one before you answer. Customers often add the important part after a pause.
Interactivity6.2
- Measures
- How often the conversation switches speakers, on a scale from 0 to 10.
- Benchmark
- At least 5.
- Coaching tip
- Low on a demo? Hand the customer the wheel: what would you click next?
Question rate21/h
- Measures
- How many questions the rep asks per hour of conversation.
- Benchmark
- At least 18 an hour.
- Coaching tip
- Turn one statement into a question: “What does a wrong load cost you?” beats “That must be expensive.”
03 — Attention points
The calls worth a coach’s ear, flagged.
Drummer flags what a manager should hear: an economic buyer nobody met, pricing raised without a next step, a monologue far above the benchmark. Each flag opens the call at the moment it happened.
04 — Feedback on a moment
Feedback pinned to the second it is about.
Comment on a sentence or at the playhead. The rep replies, reacts or plays the moment again, and the thread is resolved when it is done. Coaching happens in the call, not in a meeting about the call.
Anything over 25,000 goes to Sofie, our CFO. She has not seen this yet.
Pieter MaesSales manager2h
Ask who signs off. Sofie wasn't in the room.
Emma ClaesAccount executive1h
Booked a call with Sofie for Thursday.
05 — Rep overview
Compare reps, and see who is getting better.
Put reps side by side on activity, interaction, scorecards and coaching, and follow each one’s trend per criterion and per metric. The stretch where coaching started shows in gold.
See insights and dashboardsQuestions sales leaders ask us
Which sales methodologies can we use?
Any. Drummer comes with scorecards for MEDDIC, MEDDPICC, BANT, SPIN, SPICED and Challenger, and for discovery, demo and cold calls. Use them as they are, change them, or write your own from your playbook. Every call is scored against every scorecard you run, so teams with different motions can share one workspace.
How does Drummer decide a score, and can we check it?
Each criterion is judged on the transcript, and every score comes with the reasoning behind it and the timestamp of the moment that proves it. Click the timestamp and the call plays from there. Managers check a score in seconds instead of listening to the whole call, and can disagree in a comment.
Can managers change the scorecard?
Yes. Owners and managers create, edit, reorder and archive scorecards and their criteria, with yes/no or 1–5 scoring. Calls from then on are scored against the new version. An archived scorecard stops scoring but keeps its history, so trends on the rep overview stay comparable.
Do reps see their own scores?
Yes. Reps see the scores, metrics and comments on their own calls, and nobody else’s; managers see their team. Reps can reply to feedback on the moment it is about and play it back, which turns a score into a conversation instead of a verdict.
Does scoring work on Dutch and French calls?
Yes. Calls are transcribed in more than 60 languages, including Dutch, French and German, and scored in the language they were held in. A scorecard written in English scores a Dutch call just as well, and the reasoning quotes the customer in their own words.
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