In this episode of the Transform Sales Podcast: Sales Software Review Series, host Eddie Bello and Matt Doyon, Founder of TripleSession, discuss how SaaS sales teams use TripleSession to achieve consistent quota attainment through automated coaching and AI-powered training.
TripleSession stands out from traditional sales training platforms with its combination of automated call feedback, AI coaching, and habit-building gamification. The platform helps sales teams with 10 to 100 reps maintain high performance through continuous learning and skill development, particularly in companies with well-defined sales processes.
Matt Doyon outlines how TripleSession modernizes sales training by moving beyond outdated methods and one-off training sessions. The platform creates a structured environment where reps receive consistent feedback, access targeted training materials, and develop lasting sales habits.
Let’s explore the key insights from their conversation about transforming sales training for growing SaaS teams.
When it comes to automated call feedback and AI coaching, what alternatives were your customers most often using before buying TripleSession?
SaaS sales teams typically relied on three main approaches before adopting TripleSession for their feedback and coaching needs:
- Manual Call Reviews: Sales managers would randomly sample and listen to recorded calls, providing feedback through spreadsheets or notes. Matt Doyon points out that managers could only review about 5% of calls due to time constraints, leaving most coaching opportunities unexplored.
- General-Purpose Recording Tools: Platforms like Gong provided basic call recording and high-level analytics but lacked customized scoring against specific sales methodologies. While these tools offered keyword analysis and talk-time metrics, they couldn’t evaluate whether reps effectively executed the company’s unique sales process.
- Traditional Learning Management Systems (LMS): Companies used standard LMS platforms for one-off training sessions and basic course delivery. However, these systems operated isolated from actual sales conversations and couldn’t provide real-time feedback or AI-powered coaching based on performance data.
What challenges were your customers running into that your software helped them overcome?
Before implementing TripleSession, companies attempting to provide automated call feedback and AI coaching encountered several roadblocks that hindered the development of their sales teams.
While basic call recording tools and manual reviews offered some insights, they fell short in delivering actionable, scalable coaching solutions.
Here are the three critical challenges SaaS sales teams faced:
- Guesswork in Training Priorities: Sales enablement managers struggled to identify which skills needed the most attention. Without data-driven insights, they couldn’t determine if their training efforts were actually improving performance or where to focus their resources for maximum impact.
- Ineffective One-on-One Coaching: Frontline sales managers had limited visibility into their reps’ performance. Drawing from his sales manager experience, Matt points out: “One-on-one coaching is critical. Every manager will tell you that, but they’ll also tell you until now, it’s been in the dark ages where they’re just left trying to listen to a small sample set of calls or guess what the rep needs help with.”
- Disconnected Performance Data: Companies couldn’t link specific sales behaviors to success metrics. They lacked the ability to identify which aspects of their sales methodology actually drove results. Matt illustrates this with a customer example: “One of our customers was very surprised to find out that a lot of the rapport building on the front end of the process is largely meaningless in terms of results, and their top performers were nailing impact and scheduling next steps.”
What are the key features of TripleSession that help overcome automated call feedback and AI coaching challenges?
TripleSession transforms how SaaS sales teams approach call feedback and coaching through targeted features designed to solve specific training challenges. Let’s examine how the platform addresses each major obstacle:
How TripleSession Overcomes Guesswork in Training Priorities
Sales enablement managers need to deliver targeted training that improves specific skills across their teams. Traditional approaches leave them guessing which competencies need attention, making it difficult to create impactful training programs.
TripleSession solves this through automated call analysis and custom scorecards that:
- Extract performance data directly from call recordings.
- Score conversations against predefined sales methodologies.
- Identify skill gaps at both individual and team levels.
- Generate immediate, actionable insights for training focus.
Matt explains their scoring system:
How TripleSession Overcomes Ineffective One-on-One Coaching
Sales managers must provide consistent, targeted coaching to their reps while managing multiple priorities. Previously, they could only review a small sample of calls, missing crucial coaching opportunities.
TripleSession provides automated coaching features that:
- Generate coaching reports within minutes after each call.
- Highlight specific areas where reps need improvement.
- Track progress on key metrics over time.
- Deliver personalized recommendations based on performance data.
The platform’s AI coach analyzes every call, ensuring managers know exactly where to focus their coaching efforts.
As Matt shares, “Now when the managers are meeting with their teams one-on-one, they know exactly where they need to spend the most time.”
How TripleSession Overcomes Disconnected Performance Data
Teams need to understand which sales behaviors drive success. Traditional tools provide basic metrics but fail to connect specific actions to outcomes.
TripleSession’s analytics features solve this by:
- Mapping successful behaviors to outcomes.
- Analyzing top performer patterns.
- Tracking improvement across specific skills.
- Providing data-driven insights for replication.
What tasks, deliverables, and/or people need to be involved in setting up TripleSession for automated call feedback and AI coaching, and how long does it typically take to reach full productivity?
Setting up TripleSession requires specific preparation and resources to ensure optimal implementation of its AI coaching and feedback features.
Here’s what companies need to know about getting started:
Key Preparation and Assets
The most successful implementations start with well-defined sales processes. As Matt emphasizes, “Our best customers have a sales motion already in place.” Essential elements include:
- Existing Sales Methodology: Companies should have a documented sales process or methodology (like SPICED framework) that can be translated into scorecards.
- Call Recording Setup: Integration with existing call recording tools like Zoom, VoIP systems, or dialers.
- Current Training Materials: Any existing coaching documents or sales playbooks that can be incorporated into the platform.
Integration and Technical Setup
TripleSession integrates with common sales tech infrastructure:
- Call Recording Platforms: Works with Zoom, Dial Pad, and Hubspot’s VoIP system.
- CRM Integration: Automatically updates CRM fields with call insights.
- Communication Tools: Delivers feedback through Slack and email notifications.
Implementation and Pricing
Companies can choose between self-guided setup at no additional cost (ideal for teams with existing scorecards) or guided implementation for $3,000, where TripleSession’s team designs custom scorecards and helps refine sales processes. They also partner with sales methodology consultants for teams needing deeper process work.
The platform offers two pricing tiers: AI Coach Only at $40 per seat monthly or Full Platform at $80 per seat monthly, which includes additional learning and development tools. Licenses are transferable, allowing teams to adapt as their coaching needs evolve.
Most companies reach full productivity within 1-2 weeks, particularly those with established sales processes and clear methodologies.
What KPIs should SaaS sales teams use to evaluate their success with TripleSession for automated call feedback and AI coaching, and what quantifiable outcomes can they expect?
Matt outlines three primary metrics that companies should track when measuring the impact of TripleSession’s AI coaching capabilities:
Performance Metrics: The platform focuses on three lagging indicators that directly impact revenue:
- Overall revenue per rep performance.
- Sales cycle length.
- Average contract value.
Behavioral Indicators: TripleSession tracks specific sales behaviors that correlate with success. Using frameworks like SPICED (Situation, Problem, Impact, Compelling Event, Decision), the platform measures:
- Execution of sales playbook elements.
- Proficiency in key conversation stages.
- Consistency in following prescribed methodologies.
Coaching Effectiveness:
The platform helps teams measure the impact of their coaching efforts through:
- Individual skill improvement over time.
- Team-wide competency development.
- Training material effectiveness.
Matt explains the immediate impact on rep behavior:
“When the reps know they get an automatic results feedback score and coaching report on all their calls, it changes their behavior extraordinarily fast.”
Final Thoughts
TripleSession modernizes sales coaching by combining AI-powered feedback with practical, measurable results. Through automated call analysis, custom scorecards, and continuous feedback loops, the platform helps sales teams move beyond traditional training limitations.
The platform’s ability to turn real sales conversations into actionable coaching insights makes it particularly valuable for growing SaaS companies focused on consistent quota attainment.
