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Score calls, find the skills that win, and coach one at a time
Picked and checked by Olga Pearson, SalesUpLevel
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Win rate went from 38% to 52% in about one quarter (the host says 53%) after training and daily scoring of end-of-call skills.
Score calls with AI against many skills and find which ones go with wins. For Owner.com, 10 of 12 were in the last 5 minutes of the call: pricing, value stack, next steps, asking for the business. Then train and coach one skill at a time.
By Kyle Norton, CRO of Owner.com, interviewed on the GTM Science podcast · GTM Science podcast, CRO Stories ↗ · Feb 20, 2026
If you sell: run it before your 10am
- Score a batch of won and lost calls against your skill list.
- Rank the skills by how closely they go with winning. Trust the data even if it surprises you.
- Train one sub-skill (for example, value stack and pricing); managers coach only that.
- Score calls daily on that skill and move on when scores rise.
- Watch win rate.
Here are transcripts of [N] won and [N] lost calls. Score each 1 to 5 on: value stacking before price, how price was presented, tie-down, setting a dated next step with all decision makers, asking for the business. Then show which skills differ most between won and lost calls, with quotes.
If you lead a team: roll it out
- One skill at a time; he credits depth over breadth.
- Managers coach only the current skill until the scores rise.
Watch out for
- The work happened about two years before the 2026 interview.
- A vendor tool was used, but this is the CRO’s own account.
Source: Kyle Norton, GTM Science podcast, CRO Stories, Feb 20, 2026. Results are as reported by the source; we did not measure them.
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