The Sales Intelligence Ladder
The framework that empowers your reps, sharpens your decisions, and drives more revenue.
Our Sales Intelligence Ladder integrates with the systems you already use and automatically consolidates your data into a single, reliable, daily-updated source of truth. No manual reports. No need to hire a data team.
Then, prebuilt analytics are layered onto your data, giving your leadership team the clarity to spot trends, measure performance, and make confident decisions. Every rung gets you closer to the revenue targets that once felt out of reach.
Find the revenue hiding in your data, one rung at a time.
A flexible framework, not a checklist.
The ladder is designed to meet your business where it is and grow with you over time. Every business starts with the same first step: getting your sales data into one reliable, consolidated place. From there, it isn’t a straight line.
Climb in whatever order works for you.
Each rung solves a specific problem: performance visibility, goal tracking, rep coaching, and automation. You can tackle them in whatever order matches what your business needs most right now. Some companies start with reporting and performance analysis, then jump straight to the AI Sales Coach. Others build out every rung over time.
No wrong way to climb it.
There’s no requirement to reach the top to see results. Even a few rungs in, you’ll already be running a tighter, more confident sales operation than you were before.
Click each rung to dive deeper ↓
Your sales data has a story to tell.
Let’s help you discover it.
Every rung of the Sales Intelligence Ladder turns what you already have into more revenue, sharper coaching, and decisions you can stand behind. The higher you climb, the closer you get to the goals that once felt out of reach.
Deep-dive into the rungs
You don’t need every rung to see results. Start with the foundation (rungs 1 and 2), then pick the rungs that solve your biggest problems right now. Add more as you grow. Each rung adds a new capability on top of the one before it.
Let’s deep-dive into each rung…
RUNG 1 · CONSOLIDATED SALES DATA
All your sales data in one place, updated daily
What it is
Your sales data probably lives in more than one place: QuickBooks, your ERP, and a handful of spreadsheets. This rung brings it all together into a single, reliable system that updates daily. It’s the foundation every other rung is built on.
What it does
Brings every silo of sales data into a single view
Updates daily through a repeatable process
Replaces manual exports, CSV files, and spreadsheet formulas
Why it matters
Every leader looking at sales data asks the same question: can I trust this? Once you lose confidence in your data, good decisions get a lot harder to make. One consolidated dataset builds that confidence. It also saves time. Clients tell us they’d spend half a day a month exporting data and running spreadsheet formulas to make sense of it.
Where it takes you
Leadership that trusts the numbers and makes confident business decisions. With this rung in place, you’re ready to climb any other rung on the ladder.
RUNG 2 · SALES REPORTING
Trend, slice, and forecast your sales, with nothing to build
What it is
Once your data is consolidated at rung 1, our pre-built analytics turn it into something you can actually use. Open the Executive Sales Overview, and you’ll see revenue, gross margin, average sale price, volume, units sold, and cost, each compared to the prior year. You don’t have to build a single report from scratch.
What it does
Slices your sales data by product, region, or account
Trends performance over time
Forecasts what's coming next with time series forecasting
Summarizes the big picture, like who your biggest customers are
Why it matters
There’s a ton of value in getting your data into a proper reporting platform. You start recognizing patterns. You begin to understand how one number impacts another. You can see whether your coffee sales are trending up or down, and spot a change before it becomes a problem. And summaries show you what matters, like who your biggest customer is.
Where it takes you
A leadership team with the clarity to spot trends, measure performance, and make confident decisions. Without manual reports or hiring a data team.
RUNG 3 · CUSTOM CATEGORIZATIONS
Reporting that feels like your own
What it is
Out-of-the-box systems rarely track things the way your business actually thinks about them. Say you sell coffee and sugar. Your source system may not track the supplier or the region for each one, so you can’t report on it. This rung adds custom categories for your products and customers, built around what matters most to you.
What it does
Adds custom categories for your products and your customers
Tracks the details your source systems don't, like supplier, region, or product attribute
Customizes your reporting platform around your categories
Trends your key metrics by category, by year, month, week, or day
Why it matters
Your data may already be consolidated and in a reporting platform. But until it speaks your language, there are things you can’t report on. You can’t see your coffee sales by supplier if nothing tracks the supplier. With custom categories, your data reflects how your team already talks about the business, not a generic template. It’s a huge step forward, and one we take with most of our customers.
Where it takes you
A reporting platform that speaks the language of your business and feels like your own. Your team sees the business the way they already think about it.
RUNG 4 · SALES PERFORMANCE ANALYSIS
Know who’s selling what
What it is
This rung organizes your sales data by the people doing the selling: every rep, broker, and distributor. You see who’s selling what, like which rep sells the most coffee and which broker moves the most sugar. Then you can score and measure each one based on what they’re actually selling.
What it does
Scores and measures every rep, broker, and distributor
Ranks your sales reps by total revenue
Shows each rep's orders, units sold, unique customers, and days since last sale
Compares revenue to the prior year
Why it matters
You can’t put an incentive program in place until you can properly measure who’s selling what. You can’t reward performance you can’t measure. Scoring also lets you sit down with each rep and explain how they’re doing. It turns “I think Rep A is doing well” into a number you can stand behind.
Where it takes you
A sales team you can coach, incentivize, and lead with confidence. You know who’s performing and who needs support, and you have the numbers to back it up.
RUNG 5 · GOALS TO ACTUALS
Track your sales goals against real results
What it is
At the start of every year, leadership sets goals: sell this much of this product, or grow sales by 5%. Say the goal is to grow coffee sales 5% this year. This rung tracks your actual sales against that target automatically, all year long.
What it does
Tracks actual sales against your goals automatically
Measures progress continuously, not just once a quarter
Follows goals for a product, a product line, or overall sales
Works for complex sales goals and budgets
Why it matters
Setting goals is a typical and important exercise for any leadership team. Tracking them is the hard part. Measuring a 5% increase throughout the year is extremely difficult to do manually. With this tool, nobody has to reconstruct the numbers every quarter. It matters even more if you have a complex goal or budget for the year.
Where it takes you
Sales that stay aligned with your corporate goals and initiatives, without a lot of manual work. You always know where you stand against the number that matters.
RUNG 6 · AUTOMATED DISTRIBUTION
Every rep sees their own numbers
What it is
Automated Distribution automatically gets sales performance information to the people it’s about: your reps, brokers, and distributors. Each person can log in to their dashboard and see only their own sales. Or they can get their performance by email every week.
What it does
Delivers personalized reports to every rep, broker, and distributor
Gives each person a dashboard login that shows only their sales
Emails performance reports on a weekly basis
Distributes it all automatically
Why it matters
Performance data only drives behavior if the people doing the selling can see it. When reps see their own sales reports, they become more data savvy. They know exactly which customer is buying the most coffee, and which one is buying the most sugar. They also trust the incentive program, because they can check that the order they wrote last week shows up in the official sales reports.
Where it takes you
A sales team that knows exactly how they’re doing and trusts that their sales are counted correctly. That kind of transparency is good for a well-run business, and good for morale.
RUNG 7 · AI SALES COACH
A coaching playbook for every customer account
What it is
Rung 8 is where every rung below it comes together. The AI Sales Coach looks through every customer account and gives your reps specific coaching advice. Each account gets its own Coaching Playbook, which is a text-based, easy-to-read guide that shows the rep exactly what to do next.
What it does
Analyzes every customer account: who’s up, down, and who’s stopped buying
Flags accounts to check on: “Check in with this account. They used to buy coffee, and they stopped.”
Finds cross-sell opportunities: “People who bought sugar also bought coffee.”
Lists the top three priorities for the month
Why it matters
Say you have 10 reps managing 100 customers. Sales leadership can’t sit down with every rep to talk through every account. Too many combinations, and each conversation would take five or 10 minutes. The Sales Coach gives that same guidance automatically. And during implementation, we tune it to reflect your sales philosophy, so it talks like your leadership, not a generic algorithm.
Where it takes you
Coaching that scales to every rep and every account, without losing the judgment calls only your leadership team would make. Every rep knows what to do next to keep customers happy and maximize revenue.
RUNG 8 · AUTOMATION
Put the coach’s guidance on autopilot
What it is
Automation uses agentic AI to act on the guidance in each Coaching Playbook. That guidance might be to reactivate a product, reorder a package, or introduce something new. Say the coach flags an account that used to buy coffee and stopped. Automation can draft the follow-up email, set the appointment, and add the task to the rep’s to-do list.
What it does
Drafts follow-up emails to customers
Schedules appointments on the calendar
Creates tasks in Asana or HubSpot, including the coach’s top 3 priorities
Generates quotes
Why it matters
The AI Sales Coach in rung 7 tells each rep on what to do next. The Automation rung helps them do it. Every action is triggered by what the coach already knows about that account, so the busywork is already done. Your reps spend less time on admin and more time selling.
Where it takes you
A sales operation that scales even further. Key sales tasks run on autopilot, and your reps do their work much more quickly.