Each week, Sellfire's AI analyzes your team's calls and surfaces the specific behaviors -- by call stage -- where the gap between following the script and getting outcomes is widest. The report tells you who to coach, on what, and why -- so your 1:1 time is spent on the highest-leverage fix, not a general check-in.
The report doesn't measure effort -- it measures behavior. Adherence tells you what reps said. Effectiveness tells you what worked. The gap between them is where coaching lives.
Use the navigation on the left to jump to any section. The most important sections for your weekly routine are Reading the Report and Running the 1:1.
The top of the manager view shows your team's average adherence and effectiveness for the week, plus a coaching priority directive. Reps in the "Needs Coaching Attention" section have adherence scores significantly outpacing their effectiveness -- they're doing the motions but not getting results. Hover any name for a full breakdown, click to open their report.
The Gap column in the Team Performance table is your triage tool. Default sort is gap descending -- highest-leverage reps surface at the top. A +10 gap rep is a better coaching investment than a low-adherence rep alone.
Click any rep name to open their individual report. Scores by Category is your first stop -- adherence and effectiveness broken out by call stage so you can pinpoint exactly where the gap is. Coaching Insights then gives you the AI's recommended focus with supporting call evidence.
Each rep report includes a Recommended focus and an Alternative. Pick one to work on this week.
Volume of evidence. A gap across six call examples is a real pattern. One instance might just be a moment. Patterns get priority.
Position in the call. Skills earlier in the script have more leverage -- if the GK stage is broken, everything downstream suffers. Fix the earliest gap first when in doubt.
Where the rep is. You know whether this rep needs a confidence win or a harder challenge. Factor that in.
When a rep walks out knowing exactly one thing to work on, they practice it on every call and feel the improvement in real time. A list means none of them get the focus they need. One thing, done right, compounds.
Each focus area includes specific call observations -- the exact moments the AI flagged the behavior. Before your 1:1, listen to 2-3 of these calls. You're not auditing the whole call -- just confirming the pattern with your own ears.
The AI is accurate, but not perfect. A few minutes of listening protects you from walking in on shaky ground and means you'll have real, specific examples to play for the rep.
Pick the 2-3 clearest examples to bring in. Play these for the rep during the 1:1 -- the actual moment, not a paraphrase. That's what makes it land.
Next week's report shows whether the skill moved. That's your feedback loop -- you don't need to audit calls or track it manually. The AI does that work for you.
When you sit down for your next 1:1, lead with a check-in on last week's focus first. Score improved? Acknowledge it, mark it done, move to the next lever. Hasn't moved? Stay on it another week. There's no prize for moving on too fast.
One skill per week, measured and confirmed by the data, means a rep who looks completely different by end of quarter. Not a list of problems -- a ladder of wins. Brick by brick.