Today’s plays › All plays › CRM & admin
Let call AI fill your MEDDIC fields, then cut the questions from your demo request form
Picked and checked by Olga Pearson, SalesUpLevel
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Reported in Attention's case study: an 80% increase in lead conversion after the first meeting, 4x faster onboarding to quota, and 80% more accurate CRM data. New sellers were productive in week 3 or 4 and fully ramped by month three.
CRM fields are the chore every seller puts off. What caught my eye here is that Avoca used the time savings twice: once for the team, and again for the buyer.
Case study: Avoca (customer) and Attention (vendor). Avoca's call AI writes MEDDIC fields, notes and deal details into HubSpot after every call, so sellers do not type anything. Because the first call now captures what the form used to ask, they removed questions from the demo request form. More people finished the form, which the team says tied directly to revenue.
By Jack Gashi (Avoca), in an Attention case study, VP of Sales, Avoca · Case study (Attention customer story) ↗ · Shared by Attention on LinkedIn Jul 21, 2026 (page has no date)
Run it before your 10am
- Have call AI fill your qualification fields (MEDDIC or your own) in the CRM after every call.
- Check 20 calls by hand to make sure the fields are right before you rely on them.
- List every question on your demo form and mark the ones the first call now answers.
- Cut those questions. Keep only what you need to route the lead.
- Compare form completion and first-meeting conversion before and after.
- Have sellers read the filled fields before the second call instead of their own notes.
Here is the transcript of a first sales call: [transcript]. Fill these fields in one line each, using only what the buyer said: Metrics, Economic buyer, Decision criteria, Decision process, Identify pain, Champion. Add the quote for each. Write 'not covered' if it did not come up. Then list the 3 questions I should ask on the next call to fill the gaps.
If you lead a team
- Prove the fields are accurate first, then shorten the form.
- Watch first-meeting conversion for 60 days.
Watch out for
- Vendor case study; Attention is selling call AI.
- The 80% conversion lift has no stated time frame or baseline.
- Do not cut routing questions you need to send the lead to the right seller.
- What I'd have my team try first: check 20 AI-filled calls by hand before anyone touches the demo form.
Source: Attention customer story 'Avoca' (shared by Attention on LinkedIn, Jul 21, 2026). Case study: customer Avoca, vendor Attention. Results are as reported in the vendor case study; we did not measure them.
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