Sales calls are where deals are won or lost , yet sales reps often don’t get the real-time, actionable feedback they need to improve. That’s where HubSpot’s agentic AI, the Sales Coach Assistant, steps in.
This powerful assistant helps you recap your calls, analyze what went well, identify what didn’t, and recommend clear next steps , all directly inside your HubSpot workspace.
Let’s explore how it works.
When you log into HubSpot, navigate to the left-side pane and open the Breeze Marketplace.
Search for Sales Coach Assistant and click Add to enable it in your account.
Once added, you can access it anytime from your top navigation bar under the AI Assistants menu. Here, you can toggle between different assistants like the Internal FAQ Assistant, ICP Assistant, or Sales Coach Assistant depending on your workflow needs.
To see the assistant in action, start by logging a recent call in HubSpot.
You can:
Make calls directly through HubSpot, which automatically attaches the call transcript.
Or, if you made the call externally, simply add your notes to the call record manually.
Once your call is logged, open the Sales Coach Assistant and type a natural prompt , for example:
“What do I do next with this lead?”
“What went well or didn’t go well in this call?”
“What should I focus on next time?”
The assistant will analyze your conversation and generate a detailed coaching report , all within seconds.
After processing your input, the Sales Coach Assistant provides a structured summary of your call:
What Went Well:
It identifies positive aspects , such as how effectively you gauged interest, built rapport, or established the next focus area.
Opportunities for Improvement:
It highlights missed opportunities and suggests how you could strengthen future conversations , like deepening discovery questions or clarifying next steps.
Actionable Next Steps:
Finally, it outlines what to do next , for instance:
Schedule a follow-up.
Send key materials or proposals.
Personalize outreach to drive conversion.
Every insight is designed to be constructive, supportive, and practical, helping reps grow with each call instead of feeling critiqued.
Need to revisit a call? The assistant automatically locates and pulls the right transcript from your CRM based on your query or the page you’re viewing.
For example, when viewing a contact record, the Sales Coach Assistant panel appears on the right side , showing insights like:
Probing questions to ask next.
Creative solutions to offer.
Recommended follow-up actions.
This saves time and ensures every coaching moment is contextual and actionable.
The Sales Coach Assistant goes beyond generic advice. It tailors feedback to:
Your sales style and tone.
The customer persona you’re interacting with.
The stage of the sales cycle.
It uses proven sales methodologies to evaluate your approach , from objection handling to closing techniques , ensuring each recommendation is specific, relevant, and easy to apply.
By transforming every call into a learning opportunity, the Sales Coach Assistant empowers teams to continuously improve without waiting for a manager review.
Personalized Coaching: Real call feedback, not templates.
Actionable Insights: Next steps you can act on right away.
Encouraging Tone: Feedback that motivates, not criticizes.
Continuous Growth: Every conversation becomes a chance to level up.
In short, the Sales Coach Assistant is your virtual sales coach , always available, always insightful, and always ready to help you close smarter.