Recall.ai booked the calls. Market Pull taught them how to close the deals.
Two technical co-founders with real demand and no way to convert it, turned into consistent closers, with a repeatable playbook their first sales hire now runs.
“Working with Carol was one of the best decisions we ever made. Carol built a repeatable, scalable sales playbook and taught us how to consistently close customers.”
Instant ROI
Just a couple of contracts covered the cost of the engagemnent.
1 month
Until seeing real results after beginning to work with Carol.
1st AE
Carol helped hire their first AE who runs the playbook consistently since Carol left.
3000+
Customers Recall serves today, including HubSpot and Calendly.
Recall.ai built the universal API for meeting bots, one integration that pulls transcripts, recordings, and metadata out of Zoom, Google Meet, Teams, and every other meeting platform. The demand was there. Outreach brought in leads. Calls got booked, consistently. Then those calls stalled. Two technical founders with no sales background couldn't close them, and didn't know why. A full calendar doesn't close deals. A repeatable playbook does.
The Company
Amanda Zhu and her co-founder started Recall.ai (YC W20) as engineers, not salespeople. The company builds the universal API for meeting bots, the infrastructure layer other software runs on.
Any product that wants to use what happens in a meeting, an AI notetaker, a sales tool, a recruiting platform, would otherwise have to build and maintain its own bots for Zoom, Google Meet, Teams, Webex, and every other platform, months of engineering before capturing a single transcript. Recall replaces all of it with one integration: connect once, and get back recordings, transcripts, speaker labels, and a hundred other pieces of meeting data.
Today that infrastructure runs under thousands of products. Recall is a Series B company, having raised $38M and serving more than 3,000 customers including HubSpot, Calendly, and Instacart. The product worked. The calls kept getting booked. The deals were not closing.
The Challenge
The top of the funnel worked. The bottom did not. Amanda and her co-founder are technical founders with no background in sales, and they had built a product with real pull, they could book calls over and over. What they could not do was close them consistently, and they did not know why or how to fix it. There was no script, no playbook, no repeatable way to turn a booked call into a signed contract. They could learn it the slow way, one lost deal at a time. In a market moving this fast, that was months they could not afford to spend.
“You helped build out our sales playbook, the script, and the deck. A big piece was actually watching the calls that I would do and giving feedback to help us improve. Basically helping us build out the entire sales playbook and make sure it was repeatable and scalable.”
The Fix - Market Pull enters the process
Carol started by building the playbook and the material behind it, the script and the deck the founders would run on every call. Then came the part that changed how they sold: Carol watched the calls Amanda was actually running and handed back specific feedback, call after call, until the motion tightened into something repeatable. The goal was never to close one deal for them. It was to build a playbook the founders could run without her, and then scale, first across both co-founders, and later to a hire. Carol coached them through that hire too, helping Recall bring on its first sales rep.
The Outcome - A playbook that continues to close today.
The results came fast. Amanda saw initial traction in about a month, and Recall earned back the full engagement in roughly two months on the strength of a couple of large contracts. She calls it instant ROI. But the bigger win came after the engagement ended: the playbook kept working. Recall handed the same repeatable, scalable playbook to their first AE, who has been able to execute on it consistently, without the founders on every call. It paid for itself again, in Amanda's words, because the team kept using the playbook long after the coaching stopped. That durability is why Recall brought Carol back a second time, about two years later.
Two engineers who could not close a deal walked away with a sales motion that closes without them. The product is why the calls got booked. The playbook is why they get closed.
If you can fill a pipeline but can't close it consistently, let us build a repeatable playbook that works whether it is you on the call or your first hire. Book a call below.