For outbound & appointment-setting agencies
A quarter of your reps are carrying your clients.
Zell shows you which, and fixes the rest.
Zell scores every call against each client’s playbook, shows who’s below par, coaches them daily, and ties commission to the behaviours that drive revenue, so reps get paid for doing it right.
What agency leaders told us
More reps, more clients, less visibility.
Agencies grow by adding reps and clients. Visibility into who performs, on which client, doesn’t grow with them.
Performance gaps at scale
With 100+ SDRs, a quarter are great and a quarter are below par. Nobody can see which ones, on which client.
Pod managers are stretched
Managers juggle reps, clients and reporting, so coaching happens ad hoc, when there’s time.
Conversion is retention
Clients stay when your reps convert. Weak calls don’t just cost a meeting, they cost the account.
Every client, its own playbook
Each client and campaign has its own pitch and rules, and the call data sits scattered across workspaces.
First sales job, every week
Many reps are new to sales. They need daily practice on real calls, not a training deck in week one.
Pay rewards volume, not quality
A meeting that goes nowhere earns the same commission as one that closes. Reps optimise for what you pay for.
How it works
From what drives revenue to what reps get rewarded for.
One loop per client: find the behaviours that win, score them on every call, coach them daily and reward them.
- 01
Find the behaviours
Zell reads calls and CRM activity to find the behaviours that actually drive revenue for each client.
- 02
Score every call and deal
Every call and deal is scored against that client’s playbook, automatically.
- 03
Nudge and coach
Reps get nudged live before they book, plus a 5-minute daily review on their own calls.
- 04
Reward the behaviours
Reward the behaviours your way: commission accelerators, bonuses or team contests, with a breakdown reps can check and contest.
Behaviour-based commission
€20 per meeting becomes €25 when it’s done right.
Did the rep uncover the pain before booking? Zell scores it. Done right, the meeting pays more. Skipped, it pays less. Reps see exactly where every euro came from, can contest any score, and managers resolve disputes in one click.
October payout · Demo rep
Standard rate: €20 per meeting
- Meeting booked · pain identified+€5€25
- Meeting booked · pain identified+€5€25
- Meeting booked · pain missed−€5€15
- Total€65€60 standard + €5 behaviour bonus
Disagree with a score? Contest it: reviewed against the playbook, then by your manager.
For programme managers
One view across every client.
See every client team side by side: who’s below par, which playbook behaviours are slipping, and where to step in this week. No rewatching recordings.
- Client A · 12 reps7.4
- Client B · 9 reps6.1
- Client C · 15 reps4.8
Illustrative example · average Zell Score per client team
Internal competition
Turn the right behaviours into a contest.
Run leaderboards across pods and client teams on Zell Score, not just volume. Reps see where they rank and what moves them up, and you reward the winners however fits your agency.
Illustrative example. Names and numbers are made up.
Testimonials
What sales teams say about coaching with Zell.
I've been using Zell to get coached on my sales calls, and it's made a real difference. I can see my progress day after day, and the feedback on my sales style is spot on. Not generic tips, actual actionable notes I can use on the next call. When an AI tool moves your KPIs, you say it out loud. This one did.
Maya BentaharBusiness Development France
In a very short time—just a couple of months—we made that new type of commercial offer the standard. At least ten new sales reps have joined since we began using it—with zero issues. They complete the role-plays, and the sales manager knows exactly how prepared they are.
Tommaso Mari
“A quarter of them who are awesome, a quarter okay, and a quarter who are probably below par.”
For us, fast SDR onboarding is critical. We’re constantly starting new projects, and Zell lets new reps get productive in days instead of weeks
Julius DanyCEO
I was able to double, maybe triple my bookings because I followed the tips Zell gave me.
Diego P.BDR
“We’re stretched in terms of our ability to support, train and nurture our reps.”
Zell helped us reduce time to first sale from 180 to 105 days. We also use it during hiring to assess how candidates actually sell, not just how they interview.
Pietro PicognaCEOZell dramatically improved how we onboard and train SDRs and AEs. Reps use it daily to practice calls, and managers can scale coaching without extra effort. The platform has massive potential, and the team behind it is exceptionally responsive
Anthony WardDirector of Growth-Marketing“Better conversion of our efforts would result in improved retention of clients.”
Safe for European companies
Built to pass the security review.
Hosted in the EU, GDPR-ready and built on top of the tools your agency already uses.
Hosted in Europe
Everything runs on servers inside the EU.
GDPR and DPA ready
Sub-processors, DPA and anonymisation options documented.
Nothing to migrate
Use your own dialer and recorder, or Zell’s. Nothing to switch.
Works with any CRM
100+ integrations. Call outcomes flow straight into your CRM.
Questions agency leaders ask us
The honest answers to what usually comes up on a first call.
We already have Gong, Modjo or another conversation intelligence tool. Why Zell?
Most teams bought their recorder to coach, and they use it. But the output isn’t good enough to act on, so managers still do the coaching by hand. Zell runs on top of the recorder you already have and does that work: every call scored against your playbook, one focus per rep, daily practice, and commission tied to the behaviours you agreed on. No switch, no migration.
What does Zell replace? Do I still need a meeting recorder or dialer?
You don’t need a separate recorder: on top of coaching, Zell has its own meeting recorder that records during meetings or straight from your computer, and its own dialer that integrates with the major CRMs. Already have a recorder or dialer? Zell works on top of it, with any CRM and 100+ integrations.
Every client has its own playbook. Can Zell handle that?
Yes. Each client and campaign gets its own scorecard, with criteria, weights and a rubric per call type and market. Programme managers get one view across every client.
Our reps don’t follow scripts. How do you score that?
Zell scores behaviours and outcomes against your playbook, not exact wording.
Can’t we just build this ourselves?
You can analyze a transcript with a prompt. What’s hard is a consistent score that you can trust over months, with a workflow reps and managers actually use.
How does behaviour-based commission work, and who signs off?
Reps see exactly where every euro came from: €20 per meeting becomes €25 when the behaviour is done right, €15 when it isn’t. Reps can contest any score, and managers resolve the dispute.
Will reps feel watched?
Managers see the feedback, but Zell is built to help reps improve their behaviours, not to control them. Feedback is specific and focused on one thing at a time, and better calls mean more commission.
How do we start?
Start with one client team. We set up your first scorecard with you from your playbook.
Get started
Start with one client team.
Pick one client, one team. We set up their playbook, score their real calls, and you see who’s below par.