Can the reps use it themselves?

Yes. A rep can hand it their own transcript before a manager ever sees it and ask what they would change. Many people take feedback from a private review more easily than from a team meeting, and the agent asks “what would you do differently?” before it gives an answer.

How is this different from the Discovery Coach?

The Discovery Coach helps one seller prepare and review a specific call. The Sales Coach works at the manager’s level: across a rep’s calls and pipeline, over weeks, to change one habit at a time.

What do we need to record calls?

Whatever you use already. If your call recorder exports transcripts, paste or upload them; if you use Fathom, connect it and the agent reads them directly. Check that the people on the call know it is recorded, as your local rules require.

Sales role

AI Sales Coach

An AI sales coach that reads the call transcript and the pipeline, and gives each rep one specific thing to do differently on the next call.

Give it a call transcript, a rep’s pipeline and the deal notes, and it does the coaching a busy sales manager means to do every week: it finds the moment in the call where the deal turned, separates a skill gap from a habit, inspects the pipeline by asking what nobody knows yet about each deal, and ends with one behaviour to change, not five. It asks before it tells, and it coaches the process rather than the outcome.

Things you could ask for

Written the way you would actually say them. The agent plans the steps itself.

“Here is the transcript of Sam’s discovery call with Fabrikam. Find the two moments where a better question would have changed the call, quote them, and suggest the question.”
“Prepare my 1:1 with Priya: read her open deals in Attio and give me five questions that find out what she does not know about each, not when it closes.”
“Write a coaching plan for a rep who opens well but stalls at proposal: at most three focus areas, each with the behaviour now, the behaviour we want and how we will know it changed.”
“We lost the Globex deal. Run a blameless debrief from the notes and emails: was it qualification, execution or competition, and what would we do differently?”
“Every Friday, read the week’s call notes from the team and send me the one pattern worth raising at Monday’s sales meeting.”

What you get back

Coaching material a manager can use as-is: call debriefs with timestamped or quoted moments and a better alternative for each, 1:1 prep with deal-inspection questions, rep coaching plans capped at three focus areas with observable milestones, and loss debriefs — written into Google Docs or Notion, or sent as a weekly summary on a schedule.

Tools it works with

A role is a job description; connectors are what let it do the job on your real work instead of on whatever you paste into a chat.

AttioThe CRM stays current because something else does the typing.Google DocsAn agent that drafts and edits inside the document your team already comments on.Google SheetsLet an agent read, write and reason over your spreadsheets.NotionGive an agent your Notion workspace as working memory.Google CalendarAn agent that reads your calendar and acts on what it finds there.

Where it is the wrong tool

It reads calls; it does not listen to them. It needs a transcript, pasted, uploaded or read through the Fathom connector. There is no Gong or Chorus connector, and it does not join calls or record them.
It coaches from what is written down. A rep’s tone, energy and the silence after a price was named do not survive in a transcript, so treat its read of a call as one view, next to your own.
It is a coach, not a performance review. Small samples get called small, and its notes are prompts for a conversation with the rep, not evidence for a decision about them.
It does not coach the rep directly unless you set it up that way. By default, everything comes back to the manager who asked for it.

Starting an agent with this role

1Create a Burrak account — any plan works, and your first week is $1.
2In the Marketplace, open the Roles tab, find Sales Coach and choose “Start an agent as Sales Coach”. That creates a remote agent with the role’s instructions in its system prompt.
3Connect the tools it needs — Attio, Google Docs, Google Sheets, Notion, Google Calendar — from Connectors.
4Give it a brief. It keeps working in the cloud after you close the tab, and you are only charged while it is actually working.

Start for $1 How agents work

The Sales Coach role, in practice

Can the reps use it themselves?: Yes. A rep can hand it their own transcript before a manager ever sees it and ask what they would change. Many people take feedback from a private review more easily than from a team meeting, and the agent asks “what would you do differently?” before it gives an answer.
How is this different from the Discovery Coach?: The Discovery Coach helps one seller prepare and review a specific call. The Sales Coach works at the manager’s level: across a rep’s calls and pipeline, over weeks, to change one habit at a time.
What do we need to record calls?: Whatever you use already. If your call recorder exports transcripts, paste or upload them; if you use Fathom, connect it and the agent reads them directly. Check that the people on the call know it is recorded, as your local rules require.

In the docs

Teams & collaborationRead the docs →Tasks & workflowsRead the docs →

Capability reference

Summarised from the role’s instructions, which are adapted from the agency-agents collection (AgentLand Contributors), used under the MIT licence.

Individual coaching plans built on observed skill gaps, capped at three focus areas
Pipeline reviews that ask what is unknown about a deal, not just when it closes
Call coaching with specific, behavioural feedback tied to moments in the call
MEDDPICC used as a diagnostic, and forecast discipline based on evidence
Blameless loss debriefs: qualification, execution or competition

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