How Cropster Scaled Global Sales Coaching Without Working 24/7

Company Cropster
Industry Coffee Technology SaaS
Team Size 12 Sales Reps Globally
Deal Size €2,000 - €100,000 ARR

Cropster provides software solutions for the entire coffee value chain, from farmers in Africa and Latin America to roasting facilities and cafes worldwide. With customers spanning three continents and a sales team operating across US, European, and APAC time zones, VP of Sales Martin Dalberg-Andersen faced a difficult challenge: how do you coach and develop a global team when you can't be on every call?

"I was managing the European team, which was manageable," Martin explains. "But when my US counterpart left in May and I took over globally, the reality hit: I'd need to work 24 hours a day to join calls and understand how my team was selling across all these time zones."

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The Challenge

• Impossible scalability: Managing 12 reps across Americas, Europe, and APAC meant 24/7 coverage requirements
• Admin burden: Sales reps spent too much time on post-call notes instead of selling
• Lack of standardization: No consistent way to identify coaching needs across the global team
• Product feedback gap: Product team complained about insufficient feedback from customer conversations
• Discovery deficiency: 70% of inside sales reps jumped straight to demos without proper qualification

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Why Cropster Chose Kickscale

When evaluating solutions, Martin prioritized three critical factors:

• the ability to scale coaching across time zones,
• seamless automation to reduce admin work, and
• GDPR compliance for European customers.

Martin shares. "Having direct access to the Kickscale Team, knowing I could provide feedback directly to the product team, that's something you'd never get with a bigger platform. That accessibility made the difference."

The European data hosting and GDPR compliance gave Cropster's CTO and CFO confidence in the security approach, while Martin's existing relationship with the Kickscale team ensured he could get the customization and support needed for a complex, global deployment.

"I cannot jump on every single sales call. But I think it's important for me to be able to coach them and provide feedback on how they can improve. Kickscale gives us that instant feedback loop while also helping the sales team reduce their time on administration." - Martin Dalberg-Andersen, VP of Sales, Cropster

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The Solution: AI-powered Global Sales Enablement

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Productivity

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🎯 Customized call types for complex sales motions

Cropster configured Kickscale to recognize different call types

• retention calls,
• new business calls,
• outbound calls

ensuring accurate scoring for each sales motion across their three distinct teams (inside sales, customer success, and account executives).

⚡ Seamless Hubspot Integration

Call summaries and notes automatically sync to HubSpot, eliminating manual data entry. The team is expanding this integration to automatically capture product interests, roasting machine types, and other key data points directly from conversations.

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Coaching

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📊 Individual Performance Dashboards

Each rep receives immediate post-call feedback on their performance, including

• speaking pace,
• talk-listen ratios,
• and coaching suggestions

Martin created custom monthly aggregated reports to identify consistent improvement areas across multiple calls rather than single conversations.

🏆 Weekly Leaderboards drive healthy competition

Team calls now feature performance leaderboards showing who's excelling in Kickscale scores, creating transparency and motivation while celebrating top performers.

📈 AI-linked OKRs for Sales Enablement

Cropster's new sales enablement manager has an OKR specifically tied to improving average Kickscale scores by 0.5 points per rep, using the platform's AI coaching insights to drive measurable improvement.

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Reports/Insights

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🎓 Cross-functional Insights

Product team accesses call recordings to understand feature feedback. Marketing analyzes keyword trends and customer language for campaign development. New team members use recorded calls for onboarding and training.

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Implementation & Adoption

Martin approached the Kickscale rollout strategically, starting with a trial involving 2-3 team members in July/August. The feedback was immediately positive. Sales reps appreciated the instant insights and time savings.

"No one pushed back on using it," Martin notes. "A couple questioned the scoring initially, which is why we added different call types. But once we made it clear this wasn't about performance reviews, it was about helping them become better sellers, everyone was on board."

The key to successful adoption was transparency: Martin explicitly communicated that low call scores wouldn't trigger performance reviews. Instead, they'd identify training opportunities and provide targeted coaching to help sales reps improve.

Today, Kickscale has expanded beyond just the sales team. Product managers use it to aggregate customer feedback on new features. Marketing analyzes buzzword frequency and customer language patterns. Martin is even rolling out seats for the customer support team to improve how they handle support tickets and calls.

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Results: Measurable Impact Across the Organiscation

📈 40% Sales Meeting Improvement

Average point improvement in call quality scores from September to November

💰 Best Month Ever

December became Cropster's best month for new business and upsell revenue

⚡ Instant Feedback

Post-call feedback enables immediate self-coaching and improvement

🎯 70% Improvement

Reduction in reps jumping straight to demo without qualification

⏱️ Hours Saved Weekly

Weekly admin time saved per rep through automated note-taking and CRM updates

🌍 3 Continents Coached

One VP can effectively coach 12 reps across Americas, Europe, and APAC

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The Transformation: From Product-Pushers to Value Consultants

The most significant change Martin observed wasn't just in metrics, it was in sales behavior. Before Kickscale, inside sales reps typically handled bottom-of-funnel leads ready to buy. This led to a dangerous pattern: they'd jump straight into product demos without understanding the customer's full needs.

"The sales team were minimizing their opportunity to close bigger deals," Martin explains. "If they only sold one product on day one, they left money on the table. Now we're closing deals quicker, closing bigger deals, and able to upsell quicker because reps understand the importance of discovery."

‍One Florida-based rep took ownership of his improvement by checking specific metrics after every call. "He looks at how long he spoke, whether he spoke too quickly, then consciously works to slow down and articulate value better in his next calls," Martin shares. "That kind of self-coaching is exactly what we wanted to enable."

The shift from product-focused to value-focused selling has been transformative. Reps now spend more time on value-based selling approaches, understanding not just what customers need today but what additional products could solve future problems.

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Beyond Sales: Organization-wide Value

What started as a sales coaching tool has become a company-wide asset at Cropster:

Product Development

The product team uses Kickscale to aggregate customer feedback on new features and understand how sales reps explain product value in real conversations. This feedback loop has eliminated the historical complaint about insufficient input from customer-facing teams.

Marketing Intelligence

Martin runs reports on buzzwords and keywords most frequently used across all customer calls. This insight directly informs marketing strategy about what language resonates with customers and what topics generate the most interest.

Onboarding & Training

New hires across sales and marketing teams use recorded calls to understand customer conversations, product positioning, and effective selling techniques. This accelerates ramp time significantly.

Customer Support Excellence

Cropster is now rolling out Kickscale to the customer support team to help them improve how they handle support tickets and calls, applying the same coaching methodology that's worked for sales.

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Key Takeaways for Sales Leaders

• Scalability requires technology: You can't coach globally without AI-powered tools that work while you sleep‍
• Self-coaching multiplies impact: When sales reps can see their own metrics and improvement areas, they take ownership of development‍
• Transparency prevents resistance: Being clear that scores aren't punitive but developmental ensures team buy-in‍
• Customize for your sales motion: Different call types require different scoring criteria‍
• Cross-functional value extends ROI: Sales intelligence tools benefit product, marketing, and support teams too‍
• Partner accessibility matters: Direct access to the vendor's product team enables faster iteration and better outcomes

Ready to Scale Your Sales Coaching?

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