CREATE MOMENTUM | Call Autopsy Framework

STEP 1 - Define the Target

What is the actual POINT of the meeting/call?

Target Objectives

Qualify in/out
Book demo with DM
Uncover budget/timeline
Get verbal commitment
Close the deal
Set next step + date

If the rep cannot clearly state the objective, stop the autopsy immediately. That is your primary coaching point.

THE RULE OF PRECISION

Praise specific behaviors, not vibes.
Weak: "You built good rapport."
Architect: "You asked 'what made you reach out?' - which let the prospect set the direction."

STEP 2 - Isolate the Delta

Find THE precise moment the call was won or lost. Not 10 vague problems - one specific failure point.

Common Failure Deltas

Answered price before value
Let "send info" kill momentum
Pitched features vs diagnosing
Didn't quantify pain
70%+ talk time (presenting)
Accepted vague interest

THE RULE OF ONE

Pinpoint ONE moment, ONE behavior, and ONE outcome at a specific timestamp. If it takes a paragraph to explain, you haven't found the root cause yet.

STEP 3 - Quantify the Cost

Translate the error into lost ARR, wasted time, or dropped win probability. Numbers change behavior.

Click below to draft the impact:

"At [Timestamp], when you [Action], it caused [Reaction]. At scale, this pattern costs us [Lost Metric]."

Example: "When you answered pricing at 2:45 before value, you lost control. That kills 60% of deals at this stage."

NEVER SKIP THIS

"Not good" is useless feedback. Always attach a cost.
- Time: "Adds 2+ weeks to sales cycle"
- Risk: "Increases chance they ghost"
- Numbers: "Costs 40% of deals"

STEP 4 - Build the Fix

Provide the exact alternative behavior - word-for-word. No theory.

The Pricing Pivot (Script)

"Before I answer that, help me understand what fixing [problem] is worth to your business in the next 12 months."

-> Then shut up and let them quantify pain.

The "Send Info" Deflection

"Happy to send something relevant - but what specifically are you trying to figure out? How it works, what it costs, or implementation?"

-> Send ONE thing, book follow-up immediately.

THE FULL PATTERN

Give them the complete script.
What to say first. What to say when they respond. What to do next.

STEP 5 - Make Them Own It

Get a specific commitment, define a measurable outcome, and set a hard review date.

The Accountability Template

"On your next [N] calls, you will [Behavior]. We review on [Date]. Success looks like [Observable Metric]."

If they won't commit?

You are either trying to fix the wrong behavior, or you have the wrong rep on your team.

OBSERVABLE SUCCESS

The rep must say the commitment out loud. Success must be something you can explicitly see or hear on the next tape, not just a feeling.

⚡ Critical Success Factors

One Thing

Don't try to fix 7 things. Pick ONE behavior and drill it until it's automatic.

Quantify Impact

"Not good" is useless feedback. "Costs 40% of deals" is coaching.

Script High-Stakes

Script the 3-5 critical moments where reps consistently choke.

Live Execution

Theory is useless. Role-play the fix. They don't leave until they nail it 3 times.

Close the Loop

Coached Monday? Verify Friday. Feedback without follow-up is just theater.

CALL AUTOPSY FRAMEWORK