How Finmatics Turned 7 Years of Wasted Data Into Sales Excellence
By saving 10% seller time, making past conversations searchable forever, and enabling cross-functional intelligence across product, sales, and leadership teams
Challenges
- Seven years of market intelligence essentially worthless - 20-person call center contacted 40,000+ tax advisors but CRM data was unreliable due to inconsistent entry, mishearing, and mandatory fields filled with guesses
- No way to verify what was actually discussed in customer conversations or access raw conversation data from the past
- Sellers spending 10%+ time on manual admin work (note-taking, email follow-ups, CRM updates) instead of customer conversations
- Sales leaders could only shadow one call per week, per seller - insufficient for quality coaching across 30+ sales team members
- Sellers talking too much (60-65% of meeting time) instead of listening and asking discovery questions
- Subjective performance assessment with no objective data on what actually happens in sales calls
- 100 employees distributed globally across multiple countries with no systematic way to share customer insights across teams
Utilization
Finmatics implemented Kickscale across ~30 users in direct sales, partner sales, and customer success using a strategic three-phase approach.
In Phase 1 (months 1-12), they focused purely on productivity - using the AI note-taker for all video meetings and integrating Aircall for phone recordings to build a foundation of raw customer data while the team adapted to the new process.
In Phase 2 (current), they trained Kickscale's AI on their custom SPEARS sales framework (Situation, Problem, Impact, Relevance, Steps) to analyze every call and provide immediate post-call feedback to sellers on their performance.
Phase 3 (planned) will activate AI-enhanced forecasting combining HubSpot deal data with conversation intelligence to provide neutral deal scoring.
Beyond sales, their product team analyzes 200+ customer conversations monthly to extract feature requests and complaints without needing to attend meetings or interview sellers.
Impact
- 10%+ time savings per seller - Immediate elimination of manual note-taking, email drafting, and CRM data entry
- Seller talk time reduced from 60-65% to 45% - More effective discovery through better questioning and listening
- Seven years of lost market data recovered - Every conversation captured as "raw data gold" that can be analyzed from any angle at any time
- Scalable coaching at 30:1 ratio - Every call analyzed with immediate feedback versus manual shadowing of 1 call per week per seller
- Objective performance insights - Clear correlation identified between sales phase completion and win rates; sellers who skip phases have measurably lower conversion
- Cross-functional intelligence - Product team extracts insights from 400+ monthly conversations; CFO gets better forecasting data; RevOps optimizes processes
- Self-directed improvement culture - Sellers receive immediate AI coaching after every call enabling daily skill development
- Investor-ready operations - Professional data infrastructure and processes demonstrated to investors during due diligence
Why Kickscale
- Native HubSpot integration: Seamlessly extends their HubSpot platform with automatic field mapping and data sync
- Works with existing phone system: Integrates with Aircall to analyze both video meetings and phone calls in one platform
- Raw data foundation: All conversations stored and searchable forever - can ask new questions of old conversations at any time
- Custom framework training: AI learns their specific SPEARS sales methodology for relevant, actionable feedback
- Scales with company stage: From basic note-taking for early teams to revenue intelligence for scale-ups approaching next funding round
- Phased implementation approach: Started with simple productivity wins (months 1-12) before layering on advanced intelligence features - critical for change management
Features Used
Kickscale helps the 30-person go-to-market team at Finmatics eliminate admin work, improve sales quality, and extract cross-functional insights from every customer conversation.
- AI call recording & transcription: Automatic capture of all video meetings and phone calls (via Aircall integration)
- AI meeting summaries: Eliminates manual note-taking and meeting minute documentation
- Custom sales framework scoring: SPEARS methodology trained into AI to evaluate every call consistently
- AI sales coaching: Immediate post-call feedback on talk time, phase completion, question quality, and next meeting booking
- HubSpot field mapping: Automatic extraction and sync of key data points (employee count, pain points, objections) to custom CRM fields
- AI search across all conversations: Product team queries hundreds of monthly conversations for themes, feature requests, and complaints
- Team sharing: Recordings accessible across sales, product, leadership, and other functions for insights
- Aggregate analytics: Leadership dashboard showing performance patterns and coaching opportunities across entire team
"Over seven years, our 20-person call center contacted 40,000 tax advisors. But the market information we collected is garbage. Seven years, 20 people working on it, and it's still not good enough. We decided to record all customer communication, and now we have the raw data. I can look at conversations two years later and query them from any angle. Only a weak seller talks all the time. A good seller asks questions and lets the customer talk. We've gotten talk time down from 60-65% to 45% through daily AI coaching. I can't work without a note-taker anymore. As a company, you have to be at the forefront."
