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Veriff, a global identity verification platform, was ready for a transformation. Their revenue team had the ambition, talent, and tools to grow. But they lacked visibility into what was actually happening inside their sales calls. Coaching was inconsistent. Training programs weren’t sticking. And frontline sales managers didn’t have time to review conversations or give personalized feedback.
As Arjun Ganatra, Veriff’s Business Systems Architect, explained:
“We could see how many calls a salesperson made, but not why some of those calls were ineffective.”
Performance tracking was shallow. Skill development was sporadic. And despite having a framework like MEDPICC in place, the team struggled to identify what was working, what wasn’t, and where to focus enablement efforts.
What followed was a full-scale transformation. Not just of their sales training program, but of how Veriff measures, manages, and improves rep performance across the entire sales process. Working with Winning by Design and implementing Momentum, Veriff adopted the SPICED methodology, deployed AI sales coaching at scale, and brought clarity, structure, and impact to every sales conversation.
You can also read the full published case study from Winning by Design here.
The Challenge: No Time, No Visibility, and No Real-Time Feedback
Sales managers at Veriff were responsible for 7 to 9 reps each, but without the ability to listen to all their sales calls or track behavior beyond surface metrics, their feedback was limited at best. Coaching sessions relied on rep self-reporting, sporadic note-taking, or whatever insights could be pulled from static dashboards. This reactive, volume-based model led to frustration, misalignment, and missed opportunities.
Meanwhile, reps were flying blind. They weren’t getting consistent feedback or coaching. And while they had call recordings, they didn’t have the tools to turn those conversations into meaningful insights.
The old system emphasized call counts and deal volume, but it couldn’t answer fundamental questions like:
- Are reps selling based on customer impact?
- Where are they losing deals in the conversation?
- Are pricing objections being handled effectively?
- Are they applying the right parts of the methodology at the right moments?
What Veriff needed was a scalable system for sales enablement. One that would help managers coach smarter, reps close more deals, and leaders measure impact with confidence.
The Turning Point: Moving from Gut Feel to AI-Powered Sales Coaching
Arjun and his RevOps team kicked off the transformation by partnering with Winning by Design to implement the SPICED methodology. The goal was to operationalize SPICED inside the sales process using real data from real customer interactions.
To make that happen, Arjun chose Momentum’s Coaching AI Agent to serve as the foundation.
“Without Momentum, we had no idea where our reps were failing across our competencies,” Arjun said. “Using their product, we can now see how reps are performing week over week and analyze trends to better understand how to effectively deliver enablement.”
The Coaching AI Agent listened to every sales conversation and automatically scored reps across 16 sales competencies — from call hygiene and discovery to objection handling, pricing conversations, and follow-ups. For the first time, Veriff could track how reps were applying training in the field and measure whether those skills were improving over time.
Real-World Impact, Measured in Real Time
Almost immediately, Arjun and team saw a lift in baseline metrics. After just one round of training, reps improved their call openings, hygiene, and discovery techniques. But more importantly, they now had a continuous stream of real-time feedback across every stage of the sales cycle.
Sales managers no longer had to guess where to coach. They had a playbook and real data.
- Performance reviews were now grounded in call recordings, not assumptions.
- Sales leaders could analyze behavior trends across teams, roles, and time.
- Training programs were tailored to actual gaps in rep performance.
Momentum’s data democratization played a big role here. Everyone — reps, managers, enablement, and RevOps — got access to the same insights. No one had to rely on static CRM fields or disconnected coaching notes.
Instead, the team could:
- Visualize team performance across critical sales skills
- Identify top performers and replicate what worked
- Spot who needed support, and exactly where
- Provide personalized feedback that actually stuck
With Momentum’s seamless Salesforce integration, all of this fed directly into their systems of record, giving Arjun full control over how data was used in broader enablement, forecasting, and performance initiatives.
Building a Continuous Feedback Loop with RetroPilot Agent
Veriff’s sales transformation didn’t stop with frontline enablement. Once the Coaching AI Agent gave them a real-time pulse on performance, Arjun deployed Momentum’s RetroPilot Agent to analyze closed-lost opportunities, surfacing insights from missed deals that previously went unnoticed.
RetroPilot combed through call recordings and conversation data to answer critical questions:
- Did reps uncover critical events that impact buying decisions?
- Was the value messaging aligned with the customer’s needs?
- Were follow-ups and objection handling done with precision?
In one case, RetroPilot identified calls where key decision-makers were mentioned but never engaged. In others, it exposed gaps in discovery where the sales rep missed signs of urgency. These revealed specific behaviors that sales leaders could coach against, supported by evidence and context.
This capability transformed how Veriff’s sales managers approached coaching. Instead of addressing the same issues every quarter, they could deliver personalized coaching tailored to each rep’s pattern of wins and losses. And because the insights were drawn from AI-powered call analysis, they could scale the effort across every deal and every team.
From Static Training to Dynamic Skill Development
With both real-time feedback and post-mortem insight loops in place, Arjun and team turned training into an ongoing process, not a one-and-done event.
They began running periodic refresher modules on skills like pricing conversations, SPICED application, and customer interactions. Momentum tracked adoption and retention over time, highlighting exactly where skill gaps emerged when coaching wasn’t reinforced.
This insight was critical: when training wasn’t revisited, performance dipped.
So Arjun made reinforcement a non-negotiable part of the training program. Using Momentum’s coaching analytics, the team could see how learning decayed over time, then deploy simulation exercises or targeted refreshers before performance dropped too far.
This approach helped Veriff build a modern, scalable enablement model based on continuous improvement instead of just onboarding checklists.
Looking Ahead: Full-Funnel Competencies and Revenue Growth
While it’s still early to measure full-cycle results, Veriff has a complex B2B motion with longer sales cycles. The shift from reactive metrics to data-driven insights has already delivered meaningful change.
Today, Arjun is building out new competencies to track:
- Upsell and cross-sell skills
- Product-specific value articulation
- Retention conversations
- Champion building and stakeholder alignment
- ROI and impact-driven messaging
He also plans to expand sales enablement beyond initial ramping and into later stages of the sales funnel. This includes supporting reps through renewal and expansion motions with the same level of precision they now apply to discovery and closing.
And thanks to Momentum’s integration with tools like Salesforce, the team can automate workflows, visualize trends, and streamline insights across RevOps, enablement, and leadership.
“Momentum has enabled us to shift our enablement program from reactive to proactive,” Arjun shared. “It’s been invaluable in helping us understand our reps’ baseline across competencies so we can design training programs that actually upscale our reps.”
Key Takeaways for Sales Leaders
Veriff’s transformation can serve as an example for sales organizations that want to move past superficial metrics and want to start building performance around what actually drives deals forward.
Lessons from Arjun’s Playbook:
- Use AI tools to establish a competency-based baseline
- Replace surface-level metrics with real-time call analysis
- Empower managers with instant feedback and clear coaching targets
- Track skills across onboarding, ramp, and full-funnel execution
- Leverage automated workflows to support reps without adding manual lift
- Use call data to inform training programs, not just review sessions
- Monitor and reinforce training to prevent skill decay over time
By focusing on real-world behavior, not just theory, Veriff built a scalable system for coaching, feedback, and growth, turning sales training into a performance engine.
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