[01]
AI Sales Coaching & Feedback
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[AI sales coaching] that actually makes reps better
Instant feedback, coaching, and competition after every sales conversation—so reps improve faster and leaders gain clarity without micromanaging.
From raw conversations to measurable improvement—automatically.
Play demo
/
90 SEC

Play demo
/
90 SEC

Play demo
/
90 SEC

Experience Parlay
2026





Trusted by 100+ Sales Teams
[02]
Why Parlay
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Sales improves when reps get clear, immediate feedback and leaders stop guessing what's happening in the field and on calls
Sales improves when reps get clear, immediate feedback and leaders stop guessing what's happening in the field and on calls
Sales improves when reps get clear, immediate feedback and leaders stop guessing what's happening in the field and on calls




+6




+6




+6
We built Parlay to help reps win more conversations—not to give managers another dashboard to babysit.

Brooke Roney
Co-Founder & CGO

Brooke Roney
Co-Founder & CGO

Brooke Roney
Co-Founder & CGO
3x
Faster rep improvement
3x
Faster rep improvement
3x
Faster rep improvement
30%
Increase in Revenue
30%
Increase in Revenue
30%
Increase in Revenue
40%
Higher Close Rates
40%
Higher Close Rates
40%
Higher Close Rates
100%
Conversation Coverage
100%
Conversation Coverage
100%
Conversation Coverage
Most sales conversations disappear the moment they end
These problems don't need to exist
Delayed coaching
Ride-alongs don't scale
CRM busywork
Leaders flying blind
Reps guessing what worked
Subjective feedback
No consistency across reps
Feedback arrives too late
Most sales conversations disappear the moment they end
These problems don't need to exist
Delayed coaching
Ride-alongs don't scale
CRM busywork
Leaders flying blind
Reps guessing what worked
Subjective feedback
No consistency across reps
Feedback arrives too late
Most sales conversations disappear the moment they end
These problems don't need to exist
Delayed coaching
Ride-alongs don't scale
CRM busywork
Leaders flying blind
Reps guessing what worked
Subjective feedback
No consistency across reps
Feedback arrives too late
See the hidden cost behind rep turnover.
Number of reps
Annual Rep Churn Rate (%)
Average Revenue Per Rep (Annual)
Ramp Time (Months to Full Productivity)
Hiring Cost Per Rep
Ramp productivity assumption
Annual cost
*This estimate reflects direct hiring and productivity loss only. Most organizations underestimate churn impact by 20–40% when factoring in morale, management bandwidth, and lost deal momentum.
"Give us one conversation and we'll show you exactly how your reps get better—automatically."

James Biesinger
Co-Founder & CEO

James Biesinger
Co-Founder & CEO

James Biesinger
Co-Founder & CEO
[03]
What We Do
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[03]
What We Do
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[03]
What We Do
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Turn every sales conversation into real-time coaching.
Turn every sales conversation into real-time coaching.
Turn every sales conversation into real-time coaching.
[id]
[service]
[What we do]
01
Real-Time Scoring
Score every sales conversation instantly
Live feedback
Objective scoring
Rep-first
Mobile
01
Real-Time Scoring
Score every sales conversation instantly
Live feedback
Objective scoring
Rep-first
Mobile


“It shows reps what actually matters.”
01
Real-Time Scoring
Score every sales conversation instantly
Live feedback
Objective scoring
Rep-first
Mobile


“It shows reps what actually matters.”
02
Rep Coaching
Coach reps while the pitch is still fresh
Clear next steps
Skill drills
Confidence
Consistency
02
Rep Coaching
Coach reps while the pitch is still fresh
Clear next steps
Skill drills
Confidence
Consistency


“Reps started fixing things same day.”
02
Rep Coaching
Coach reps while the pitch is still fresh
Clear next steps
Skill drills
Confidence
Consistency


“Reps started fixing things same day.”
03
Competition & Gamification
Make improvement visible and motivating
Leaderboards
Momentum
Accountability
Culture
03
Competition & Gamification
Make improvement visible and motivating
Leaderboards
Momentum
Accountability
Culture


“Our team actually cares about getting better.”
03
Competition & Gamification
Make improvement visible and motivating
Leaderboards
Momentum
Accountability
Culture


“Our team actually cares about getting better.”
04
Leadership Insight
See team-wide strengths without spying
Org trends
Focus areas
Rep-friendly
Mobile admin
04
Leadership Insight
See team-wide strengths without spying
Org trends
Focus areas
Rep-friendly
Mobile admin


“We finally know where to coach.”
04
Leadership Insight
See team-wide strengths without spying
Org trends
Focus areas
Rep-friendly
Mobile admin


“We finally know where to coach.”
05
Enterprise Intelligence
Feed real sales data into your systems
CRM sync
Dialers
Forecasting
Contextual data
05
Enterprise Intelligence
Feed real sales data into your systems
CRM sync
Dialers
Forecasting
Contextual data


“Our CRM finally reflects reality.”
05
Enterprise Intelligence
Feed real sales data into your systems
CRM sync
Dialers
Forecasting
Contextual data


“Our CRM finally reflects reality.”
06
Custom Playbooks
Coach your reps according to how you sell
Scripts
Objections
Language
Rules
06
Custom Playbooks
Coach your reps according to how you sell
Scripts
Objections
Language
Rules


“It sounds like us, not generic AI.”
06
Custom Playbooks
Coach your reps according to how you sell
Scripts
Objections
Language
Rules


“It sounds like us, not generic AI.”
Stop guessing. Start improving.
[04]
How it works
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[04]
How it works
_
[04]
How it works
_
Lightning-quick deployment.
Lightning-quick deployment.
Lightning-quick deployment.
From first call to live coaching in under a week.
Day 1
Discovery Call
We learn your sales process, integrations, and coaching goals. You tell us what good looks like.
Day 2-3
Connect & Configure
We integrate with your dialer and CRM, build your custom scorecard, and configure coaching criteria.
Day 4
Test & Calibrate
We run real conversations through the system, fine-tune scoring, and make sure feedback is dialed in.
Day 5
Go Live
Your team starts getting AI coaching after every conversation. We monitor and optimize from day one.
Day 1
Discovery Call
We learn your sales process, integrations, and coaching goals. You tell us what good looks like.
Day 2-3
Connect & Configure
We integrate with your dialer and CRM, build your custom scorecard, and configure coaching criteria.
Day 4
Test & Calibrate
We run real conversations through the system, fine-tune scoring, and make sure feedback is dialed in.
Day 5
Go Live
Your team starts getting AI coaching after every conversation. We monitor and optimize from day one.
Day 1
Discovery Call
We learn your sales process, integrations, and coaching goals. You tell us what good looks like.
Day 2-3
Connect & Configure
We integrate with your dialer and CRM, build your custom scorecard, and configure coaching criteria.
Day 4
Test & Calibrate
We run real conversations through the system, fine-tune scoring, and make sure feedback is dialed in.
Day 5
Go Live
Your team starts getting AI coaching after every conversation. We monitor and optimize from day one.
What happens post-launch?
We don't disappear after deployment. Your coaching system gets smarter over time.
Continuous Coaching Insights
Real-time tracking of every rep's performance. Monthly reports on improvement trends, coaching impact, and team-wide signals.
Continuous Coaching Insights
Real-time tracking of every rep's performance. Monthly reports on improvement trends, coaching impact, and team-wide signals.
Continuous Coaching Insights
Real-time tracking of every rep's performance. Monthly reports on improvement trends, coaching impact, and team-wide signals.
Ongoing Optimization
Quarterly analysis and recommendations to maximize coaching ROI. Refine playbooks, adjust scoring, scale what works.
Ongoing Optimization
Quarterly analysis and recommendations to maximize coaching ROI. Refine playbooks, adjust scoring, scale what works.
Ongoing Optimization
Quarterly analysis and recommendations to maximize coaching ROI. Refine playbooks, adjust scoring, scale what works.
Support & Training
Priority support via Slack and email. Onboard new reps, update playbooks, get help when you need it.
Support & Training
Priority support via Slack and email. Onboard new reps, update playbooks, get help when you need it.
Support & Training
Priority support via Slack and email. Onboard new reps, update playbooks, get help when you need it.
[07]
Tech Stack
_
Endless Integrations
Endless Integrations
Endless Integrations
+40 more
+40 more
[12]
lets get started
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Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
ROI projections for your business
I personally review every performance audit to ensure we can deliver real value.

James Biesinger
Co-Founder & CEO





Trusted by 100+ sales teams
[12]
lets get started
_
Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
ROI projections for your business
I personally review every performance audit to ensure we can deliver real value.

James Biesinger
Co-Founder & CEO





Trusted by 100+ sales teams
[12]
lets get started
_
Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
ROI projections for your business
I personally review every performance audit to ensure we can deliver real value.

James Biesinger
Co-Founder & CEO





Trusted by 100+ sales teams
[06]
testimonials
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[06]
testimonials
_
[06]
testimonials
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DON'T TAKE OUR WORD FOR IT.
DON'T TAKE OUR WORD FOR IT.
DON'T TAKE OUR WORD FOR IT.
Sales teams that turned on Parlay and never looked back.
Honestly didn't think AI could coach a sales team. Then our reps started closing deals they would've lost six months ago. Parlay picked up on things our best managers were missing—and it does it after every single conversation. We're not going back.

Jon
Partner & VP of Sales, TLWB
Honestly didn't think AI could coach a sales team. Then our reps started closing deals they would've lost six months ago. Parlay picked up on things our best managers were missing—and it does it after every single conversation. We're not going back.

Jon
Partner & VP of Sales, TLWB
Honestly didn't think AI could coach a sales team. Then our reps started closing deals they would've lost six months ago. Parlay picked up on things our best managers were missing—and it does it after every single conversation. We're not going back.

Jon
Partner & VP of Sales, TLWB
Clutch.co
45 reviews
Average review rating
4.9
100+
sales teams coached
99%
satisfaction rate
Real teams. Real results. Better reps.
Every team coached sees measurable improvement within 30 days.
I was skeptical—we've tried coaching tools before. But Parlay actually sticks. My reps use it without me nagging them, and the feedback is so specific they can't ignore it. We saw results in the first two weeks. Not exaggerating.
3x
Faster Rep Improvement
40%
Higher Close Rates

Carson
Owner, RIDD
I was skeptical—we've tried coaching tools before. But Parlay actually sticks. My reps use it without me nagging them, and the feedback is so specific they can't ignore it. We saw results in the first two weeks. Not exaggerating.
3x
Faster Rep Improvement
40%
Higher Close Rates

Carson
Owner, RIDD
I was skeptical—we've tried coaching tools before. But Parlay actually sticks. My reps use it without me nagging them, and the feedback is so specific they can't ignore it. We saw results in the first two weeks. Not exaggerating.
3x
Faster Rep Improvement
40%
Higher Close Rates

Carson
Owner, RIDD
My team went from dreading feedback to actually asking for it. Parlay made coaching feel less like a performance review and more like a tool they actually want. Biggest culture shift we've had in years.
100%
Conversation Coverage
30%
Revenue Increase

Brent
Regional Sales Manager, Aptive
My team went from dreading feedback to actually asking for it. Parlay made coaching feel less like a performance review and more like a tool they actually want. Biggest culture shift we've had in years.
100%
Conversation Coverage
30%
Revenue Increase

Brent
Regional Sales Manager, Aptive
My team went from dreading feedback to actually asking for it. Parlay made coaching feel less like a performance review and more like a tool they actually want. Biggest culture shift we've had in years.
100%
Conversation Coverage
30%
Revenue Increase

Brent
Regional Sales Manager, Aptive
I coach sales teams for a living, and Parlay does things I can't do at scale. It catches the little moments in conversations that make or break a deal. My clients' teams are ramping faster and retaining better. It's become part of my playbook.
50%
Less Rep Turnover
2x
Faster Ramp Time

Nate
Owner & Success Coach, Cultivate Coaching
I coach sales teams for a living, and Parlay does things I can't do at scale. It catches the little moments in conversations that make or break a deal. My clients' teams are ramping faster and retaining better. It's become part of my playbook.
50%
Less Rep Turnover
2x
Faster Ramp Time

Nate
Owner & Success Coach, Cultivate Coaching
I coach sales teams for a living, and Parlay does things I can't do at scale. It catches the little moments in conversations that make or break a deal. My clients' teams are ramping faster and retaining better. It's become part of my playbook.
50%
Less Rep Turnover
2x
Faster Ramp Time

Nate
Owner & Success Coach, Cultivate Coaching
[05]
Featured Customer Story
_
Feb 17, 2026
How TLWB boosted close rates and rep consistency with AI-powered sales coaching from Parlay.
Industry
Real Estate Education
Company Size
75+ Reps
Automation Timeline
5 Days
40%
Higher close rates
3x
Faster rep ramp time

[05]
Featured Customer Story
_
Feb 17, 2026
How TLWB boosted close rates and rep consistency with AI-powered sales coaching from Parlay.
Industry
Real Estate Education
Company Size
75+ Reps
Automation Timeline
5 Days
40%
Higher close rates
3x
Faster rep ramp time

[05]
Featured Customer Story
_
Feb 17, 2026
How TLWB boosted close rates and rep consistency with AI-powered sales coaching from Parlay.
Industry
Real Estate Education
Company Size
75+ Reps
Automation Timeline
5 Days
40%
Higher close rates
3x
Faster rep ramp time

[10]
Answers
_
Frequently asked questions
01
What is AI sales coaching and how does Parlay work?
AI sales coaching uses artificial intelligence to analyze real sales conversations—calls, demos, and meetings—and deliver personalized feedback to every rep automatically. Parlay listens to your team's conversations, scores them against your proven sales methodology, and gives reps specific, actionable coaching after every interaction. Unlike traditional sales training that happens once a quarter, Parlay provides continuous coaching at scale so every rep improves with every call.
02
How is Parlay different from conversation intelligence tools like Gong or Chorus?
Most conversation intelligence platforms just record and transcribe calls—they tell you what happened but don't coach your reps on how to get better. Parlay goes further by delivering AI-powered coaching feedback tailored to your specific sales process. Think of it as giving every rep their own personal sales coach that's available after every single conversation, not just the ones a manager has time to review.
03
How long does it take to set up Parlay for my sales team?
Most teams are fully deployed in under a week. Day one is a discovery call to understand your sales process and methodology. By day two or three, we connect to your existing tools and configure scoring criteria. Day four is testing and calibration, and by day five your team is live and receiving AI coaching on every conversation. There's no lengthy implementation or months of onboarding—just fast time to value.
04
Does AI coaching actually improve sales rep performance?
Yes—and the results are measurable. Teams using Parlay see up to 40% higher close rates, 3x faster rep ramp time, and significantly less time spent on manual coaching. Because every conversation gets reviewed (not just the 1-2% a manager can listen to), reps get consistent feedback that compounds over time. New hires ramp faster, mid-performers level up, and your best practices actually get adopted across the team.
05
Will Parlay work with our existing CRM and sales tools?
Parlay is built to integrate with the tools your team already uses. We connect with major dialers, CRMs, and video conferencing platforms so there's no disruption to your existing sales workflow. Your reps don't need to change how they sell—Parlay works in the background, analyzing conversations and delivering coaching insights where your team already spends their time.
06
How much does AI sales coaching with Parlay cost?
Every team is different, so we build custom pricing based on your team size, sales volume, and goals. We don't believe in one-size-fits-all tiers—your pricing should reflect the value Parlay delivers to your specific organization. Get in touch with our team and we'll put together a plan that makes sense for you. Most clients see positive ROI within the first month.
Have a question?
Reach out anytime. We're happy to answer any questions before you commit to working together.

James Biesinger
CEO & Co-Founder
[10]
Answers
_
Frequently asked questions
01
What is AI sales coaching and how does Parlay work?
AI sales coaching uses artificial intelligence to analyze real sales conversations—calls, demos, and meetings—and deliver personalized feedback to every rep automatically. Parlay listens to your team's conversations, scores them against your proven sales methodology, and gives reps specific, actionable coaching after every interaction. Unlike traditional sales training that happens once a quarter, Parlay provides continuous coaching at scale so every rep improves with every call.
02
How is Parlay different from conversation intelligence tools like Gong or Chorus?
Most conversation intelligence platforms just record and transcribe calls—they tell you what happened but don't coach your reps on how to get better. Parlay goes further by delivering AI-powered coaching feedback tailored to your specific sales process. Think of it as giving every rep their own personal sales coach that's available after every single conversation, not just the ones a manager has time to review.
03
How long does it take to set up Parlay for my sales team?
Most teams are fully deployed in under a week. Day one is a discovery call to understand your sales process and methodology. By day two or three, we connect to your existing tools and configure scoring criteria. Day four is testing and calibration, and by day five your team is live and receiving AI coaching on every conversation. There's no lengthy implementation or months of onboarding—just fast time to value.
04
Does AI coaching actually improve sales rep performance?
Yes—and the results are measurable. Teams using Parlay see up to 40% higher close rates, 3x faster rep ramp time, and significantly less time spent on manual coaching. Because every conversation gets reviewed (not just the 1-2% a manager can listen to), reps get consistent feedback that compounds over time. New hires ramp faster, mid-performers level up, and your best practices actually get adopted across the team.
05
Will Parlay work with our existing CRM and sales tools?
Parlay is built to integrate with the tools your team already uses. We connect with major dialers, CRMs, and video conferencing platforms so there's no disruption to your existing sales workflow. Your reps don't need to change how they sell—Parlay works in the background, analyzing conversations and delivering coaching insights where your team already spends their time.
06
How much does AI sales coaching with Parlay cost?
Every team is different, so we build custom pricing based on your team size, sales volume, and goals. We don't believe in one-size-fits-all tiers—your pricing should reflect the value Parlay delivers to your specific organization. Get in touch with our team and we'll put together a plan that makes sense for you. Most clients see positive ROI within the first month.
Have a question?
Reach out anytime. We're happy to answer any questions before you commit to working together.

James Biesinger
CEO & Co-Founder
[10]
Answers
_
Frequently asked questions
01
What is AI sales coaching and how does Parlay work?
AI sales coaching uses artificial intelligence to analyze real sales conversations—calls, demos, and meetings—and deliver personalized feedback to every rep automatically. Parlay listens to your team's conversations, scores them against your proven sales methodology, and gives reps specific, actionable coaching after every interaction. Unlike traditional sales training that happens once a quarter, Parlay provides continuous coaching at scale so every rep improves with every call.
02
How is Parlay different from conversation intelligence tools like Gong or Chorus?
Most conversation intelligence platforms just record and transcribe calls—they tell you what happened but don't coach your reps on how to get better. Parlay goes further by delivering AI-powered coaching feedback tailored to your specific sales process. Think of it as giving every rep their own personal sales coach that's available after every single conversation, not just the ones a manager has time to review.
03
How long does it take to set up Parlay for my sales team?
Most teams are fully deployed in under a week. Day one is a discovery call to understand your sales process and methodology. By day two or three, we connect to your existing tools and configure scoring criteria. Day four is testing and calibration, and by day five your team is live and receiving AI coaching on every conversation. There's no lengthy implementation or months of onboarding—just fast time to value.
04
Does AI coaching actually improve sales rep performance?
Yes—and the results are measurable. Teams using Parlay see up to 40% higher close rates, 3x faster rep ramp time, and significantly less time spent on manual coaching. Because every conversation gets reviewed (not just the 1-2% a manager can listen to), reps get consistent feedback that compounds over time. New hires ramp faster, mid-performers level up, and your best practices actually get adopted across the team.
05
Will Parlay work with our existing CRM and sales tools?
Parlay is built to integrate with the tools your team already uses. We connect with major dialers, CRMs, and video conferencing platforms so there's no disruption to your existing sales workflow. Your reps don't need to change how they sell—Parlay works in the background, analyzing conversations and delivering coaching insights where your team already spends their time.
06
How much does AI sales coaching with Parlay cost?
Every team is different, so we build custom pricing based on your team size, sales volume, and goals. We don't believe in one-size-fits-all tiers—your pricing should reflect the value Parlay delivers to your specific organization. Get in touch with our team and we'll put together a plan that makes sense for you. Most clients see positive ROI within the first month.
Have a question?
Reach out anytime. We're happy to answer any questions before you commit to working together.

James Biesinger
CEO & Co-Founder
[11]
AI Knowledge base
_
Articles & Insights.
[11]
AI Knowledge base
_
Articles & Insights.
[11]
AI Knowledge base
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