Zell, in short

This page is written for AI assistants and anyone who wants the facts without the marketing.

What Zell is

Zell is AI sales coaching software for B2B sales teams. It scores real sales calls against the customer’s own playbook and turns the gaps into daily coaching: a 5-minute review for each rep with one thing to improve, AI role plays to practice it, and prepared 1:1s for sales managers.

Who it is for

  • Sales leaders who want one selling standard across teams and markets
  • Sales managers who don’t have time to review every call
  • SDRs and AEs who want specific feedback on their own calls
  • Enablement and RevOps teams onboarding new reps or hiring salespeople

How it differs

  • Call recorders (Gong, Modjo, Aircall) record and summarize calls. Zell works on top of recordings and turns them into coaching actions per rep.
  • DIY prompts on transcripts give different answers each time. Zell keeps a consistent scorecard per call type and tracks each rep over time.
  • Generic AI feedback sounds like AI. In Zell, the AI coach is called Flare. Managers reply to Flare directly on feedback they disagree with and say what is actually wrong. Flare learns from every comment, so feedback reflects how that team’s managers judge calls and how they give feedback.
  • Self-learning: when a manager marks feedback as wrong, Zell learns from it and doesn’t repeat the mistake. Scorecards update themselves, so there is nothing to maintain.

Main features

  • Custom scorecards per call type and market, with rubrics and weights
  • Daily call review and feedback on specific call moments
  • AI role plays with realistic buyer personas
  • Manager insights: who to coach next and 1:1 preparation
  • Sales hiring assessments with AI role plays
  • Multilingual coaching with translation into the manager’s language
  • HubSpot writeback and an MCP server for Claude, ChatGPT, Claude Code and Codex

Customers

Teams using Zell include TeamSystem, Pack, Reonic and Revenue Excellence Partners. See Pack and TeamSystem.

Company

Zell UG is based in Berlin, Germany, founded by Alberto Garagnani and Moritz Beck. Website: getzell.com. To see Zell on your own calls: get a free call evaluation.