It turned its best conversations into its sales school

A team growing faster than it could be taught

Driv.in has been growing for ten years, and in the last few a lot of new people joined the sales team. The way to train them was the usual one: have them watch how the people who already know how to sell do it. The problem is that "the people who already know" are in another country, in another time zone, with a full calendar. Sitting in on a live call became a logistical luxury.

And there was a second, subtler problem. When someone finally managed to sit in on a call, there was no guarantee it was worth it: they might land on a conversation that went badly, one that didn't represent what Driv.in wants to teach. Time invested with no return. "Before Samu we were blind," Nicolás says. "We had nothing."

The "picture of success"

The first thing that changed was how you pick what to show. Because every conversation is recorded and scored, Driv.in stopped training with whatever was on hand and started choosing carefully: only the calls that went well, the ones that reflect what they actually want to pass on. "Like a picture of success," is how Nicolás puts it.

Those model calls stay available for any new hire to watch whenever they want, without coordinating calendars with anyone. And Samu's scoring adds a guarantee: you don't need a rep to vouch for the call to know it's a good one. "With the scoring system, without the rep telling you anything, you can watch it and understand whether that call was good, because of the framework behind it."

Are they following the method?

The second goal Nicolás came in with had to do with close rates. Driv.in sells with its own method, with clearly defined stages. "If those stages don't happen in the call, there's less chance of success," he explains. Until then, the only thing a leader could do was join a meeting and observe whether the rep worked through the model properly. If something slipped past, there was no going back: with no recording, that call simply didn't exist to review.

With Samu, that blind spot disappeared. Every conversation is recorded and measured against the standards Driv.in defined for its whole sales team. He and the country managers can coach on what actually happened, not on what they managed to catch.

The part that came for free: the summary that files itself

Here's the twist in the story. Nicolás had bought Samu for coaching. What he didn't expect was the rest.

"I found something much bigger: Samu summarizes all our calls, gives us indicators and makes it dramatically easier to get the information into the CRM." And not with a generic summary, but a focused one. Driv.in has its meeting types configured — sales, kickoff, implementation — each with the three points that actually matter. The system reads which kind of meeting it is and returns a summary aimed precisely at that. "It doesn't give us a full summary of the things we don't care about; it goes straight to what we defined as the goal of each meeting."

That same recording also became a memory aid. When they're filling out an implementation document and get stuck on exactly what the customer said, they go back to the conversation and settle it. Before, that conversation simply wasn't there.

The initial doubt, and why it faded fast

Driv.in started with Samu just as AI was breaking through, and the obvious question was on the table: would it be able to extract the information accurately, or would it stop at a vague summary? "That was the main doubt. Whether it would be able to pull out specifically what we wanted."

More than a year later, the doubt is behind them. Nicolás decided fast — "I didn't take long, it was a pretty quick process" — and he highlights the support from the Samu team, on top of usage, attentive to feedback and corrections. Today the tool is part of Driv.in's process. And for Nicolás, the barrier to entry was never the obstacle: "This isn't a SAP implementation, it's far cheaper and far simpler. You just have to do it, I don't see why not."

"I came to Samu to run coaching and watch calls. I found something much bigger." — Nicolás Kunstmann, co-founder and Sales Director, Driv.in