Deal Intelligence
Transform every sales conversation into actionable intelligence that drives deals forward. Automatically capture and analyze every customer interaction to spot buying signals, identify risks, and know exactly when and how to engage stakeholders.
Modern B2B sales involves multiple stakeholders, lengthy cycles, and complex decision-making. BuildBetter turns every conversation into a strategic advantage — automatically surfacing the signals, risks, and next steps that move deals from stalled to closed.
Why deals stall and competitors win
- 57% of deals stall due to missed signals or poor follow-up
- Deal slippage occurs when risks aren't identified early enough to act
- Win rates suffer from incomplete stakeholder mapping across complex accounts
- Sales cycles extend without clear next steps defined after every call
- CRM data goes stale because manual updates are inconsistent and time-consuming
- Competitive threats go unnoticed until it's too late to mount a defense
Capabilities
Automatic Signal Detection
Identify buying signals, objections, and competitive mentions in real-time across every call. BuildBetter extracts 35+ signal types — from feature requests and budget discussions to competitor mentions and action items — without any configuration.
Stakeholder Mapping
Track who's involved in a deal, their influence level, and how their sentiment shifts throughout the sales cycle. Know which stakeholders are engaged, which are going dark, and where you need to expand your relationships.
Risk Monitoring
Get proactive alerts when deals show signs of stalling, when key contacts go silent, or when competitive threats emerge. Address risks while there's still time to recover instead of discovering them at forecast review.
CRM Enrichment
Automatically update Salesforce with call insights, next steps, and contact activity. Eliminate manual data entry while keeping your pipeline data fresh and accurate enough to trust in forecasting.
AI Deal Coach
Before every call, query the AI Assistant to surface everything BuildBetter knows about the account — prior concerns raised, stakeholder sentiment, competitive mentions, and the commitments made in previous conversations.
Competitive Intelligence
When a competitor is mentioned, BuildBetter flags it instantly and surfaces relevant battle card content. Track which competitors appear most frequently and analyze the patterns behind your wins and losses against each one.
How to get started
A structured approach to rolling out this workflow in your team.
Phase 1 — Foundation (Week 1)
Set up automatic call recording
Enable the BuildBetter bot for Zoom, Teams, or Google Meet. Configure recording rules to auto-join all external calls so 100% of prospect conversations are captured.
Understand the signal types
Review the 35+ signal types BuildBetter extracts automatically — objections, competitive mentions, buying signals, action items, and more. Filter your Signals view by type to see what's already been captured.
Connect your CRM
Authenticate with Salesforce, map BuildBetter fields to Opportunity fields, and enable bi-directional sync. Test with a real call to confirm contacts and activities sync correctly.
Phase 2 — Optimization (Weeks 2–3)
Build your deal intelligence dashboard
Use the Clustering section to create a real-time view of deal activity — signal volume over time, sentiment trends, recent objections, and key customer quotes filtered by company and signal type.
Automate call organization with workflows
Create workflows to auto-file sales calls into folders, tag competitive conversations, and send call summaries to your CRM or Slack. Single-action automations that run without manual intervention.
Organize deal rooms with collections
Create per-deal collections grouping all related calls, documents, and competitive intelligence. Share curated views with internal account teams and external champions as needed.
Phase 3 — Advanced Techniques (Week 4+)
Master multi-threading
Import all contacts from Salesforce and track engagement frequency and sentiment by person. Use the AI Assistant to surface which stakeholders are underengaged and need attention.
Build a competitive intelligence system
Track every competitor mention across all calls, generate battle cards from real objections heard in lost deals, and run quarterly win/loss analysis to update your sales playbooks.
Improve forecast accuracy with sentiment data
Track sentiment trends throughout deal cycles, correlate them with historical close rates, and flag deals showing declining engagement before they slip from your committed forecast.
Before & After
Real-world impact teams see after adopting this workflow.
Best Practices
Recommended Practices
- Apply the 24-hour rule: always follow up within 24 hours of a call with a summary and clear next steps.
- Look for signal stacking — multiple positive signals in one call (budget + timeline + urgency) is a strong closing indicator.
- Run a pre-call ritual: query the AI Assistant before every call to understand what's happened in the account so you never go in cold.
- When competitors are mentioned, use it as an opportunity to surface what the prospect has asked about that the competitor doesn't offer.
- Review your signals dashboard every Monday to start the week knowing which deals need attention.
- End each week by asking Chat to summarize key sales insights and sharing them with your team.
Watch Out For
- Don't overwhelm buyers with every insight. Be selective and share only what directly advances the deal.
- Don't ignore negative signals — address concerns immediately rather than hoping they resolve on their own.
- Don't forget the human touch. BuildBetter provides intelligence, but relationships are what close deals.
- Deals with no executive engagement in the final 30 days close at 18% vs. 67% with exec involvement.
Pro Tips
- Name your recording bot something personal like 'Sarah's Assistant' for a warmer prospect experience.
- Competitive intelligence works best when you include common misspellings and product abbreviations in your tracking terms.
- Use collections to create per-deal rooms — one place for all calls, emails, competitive intel, and stakeholder notes.
Ready to turn every conversation into a competitive advantage?
Join thousands of teams already using BuildBetter to turn customer conversations into actionable insights.