How Braintrust used Yoodli to close the loop between sales practice and pipeline results

TL;DR: Braintrust, a sales and leadership coaching firm serving large enterprise clients, built a more measurable version of its coaching model by combining its proprietary methodology with AI-enabled practice and call scoring. Using Yoodli as the delivery layer, Braintrust turned subjective coaching into consistent, rubric-based evaluation tied directly to live sales conversations. The result: a $5 billion global security client reached 96% adoption and improved problem quantification by 29%; a pharma client improved client connection from 10% to 83% in three months; and Braintrust’s own team maintains 100% adoption with reps practicing at least three times per week.

About Braintrust

Braintrust is a sales and leadership coaching firm that works with large enterprise clients. Their coaches embed deeply inside client organizations, sitting in on calls, running baselines, building custom frameworks to drive measurable improvement in how sales teams communicate, qualify, and close. 

The Problem

For years, as Braintrust scaled into larger enterprise environments, clients wanted more standardized measurement and tighter linkage between practice and live-call behavior.

Clients could feel that their teams were getting better. Managers noticed that conversations were improving. But when it came time to justify the investment or demonstrate progress in a business review, the answer was too often: “They just are.” 

Braintrust also wanted a more scalable way for reps to practice against its proprietary methodology and for managers to see whether those same behaviors were showing up in live customer conversations. The challenge was not the quality of the coaching. It was creating a consistent measurement layer around it.

“For a long time, it was always just ‘yeah, you guys do great work’, but there wasn’t a solid number to be able to base that against. We wanted to come up with a way to actually quantify the success of what it is we train.” —Jeff Bittner, Braintrust

The Solution

Braintrust needed a way to operationalize its own coaching methodology at scale. That meant translating its proprietary frameworks into repeatable rubrics, enabling reps to practice against Braintrust’s standards, and measuring whether those standards showed up in live customer conversations.

After evaluating AI coaching platforms, Braintrust selected Yoodli because it was the best fit for Braintrust’s model.

The platform allowed Braintrust to configure custom rubrics, ground feedback in Braintrust’s own content, and score real sales calls against the same criteria used in practice. That gave Braintrust a way to extend its methodology consistently across practice, live-call review, manager coaching, and client reporting.

“You can have all the flash you want, but if what you’re generating at the end isn’t the quality it should be, who cares? The feedback Yoodli generated was by far the closest to how we would actually coach someone.”—Jeff Bittner, Braintrust

This closed the loop that had been missing. Braintrust could now show clients not just how their reps performed in practice, but whether that performance was showing up in actual customer conversations. Roleplay and reality were finally connected.

Through Yoodli, Braintrust built client programs that could:

1. Run AI roleplays graded against Braintrust’s proprietary methodology
2. Score real sales calls against the same Braintrust rubrics used in practice
3. Establish rep baselines before training begins
4. Give managers objective data to coach specific skill gaps
5. Create a private practice environment that increases repetition and accountability

Client impact

$5 billion global security company: 96% adoption and measurable skill gains

This client had previously used a sales training provider that saw 30–40% adoption of their tools, a common outcome when tools are rolled out top-down without buy-in from the people actually using them. After six months with the Yoodli-powered Braintrust program:

• 96% of the team adopted the AI coaching tool, more than double the previous provider
• 29% improvement in problem quantification, reps’ ability to define and articulate the prospect’s problem
• 12% average improvement across all measured sales skills
• Strong enough results that Braintrust is now in negotiations to expand the program globally

$1 billion pharma company: connection rate jumps from 10% to 83%

Braintrust runs a baseline with every new client: before any training, reps do a “do what you do” call scored against Braintrust’s metrics, without the rep seeing the rubric. This revealed the real starting point, not the perceived one.

This pharma client believed that building connections with clients was one of their reps’ strongest skills. However, the baseline told a different story: only 10% of reps were actually connecting with clients in their conversations. Three months of Yoodli-powered practice later, that number had risen to 83%.

“They thought connection was their rep’s strongest characteristic. Come to realize, only 10% of all of their people actually connected with their clients. After three months of using this tool, that number jumped to 83%.”—Jeff Bittner, Braintrust

Trades company: 50% of annual target hit with 8 months to go

A trades company working with Braintrust has already hit 50% of their annual sales target with eight months still remaining in the year. The gains are driven by a 45% improvement in how reps uncover and prioritize prospect goals, and a 20% overall increase in measured sales skills, both of which are compressing the deal cycle.

The Outcome

Braintrust built its reputation on the quality of their coaching, and the results above reflect what becomes possible when that expertise is paired with technology that can measure it.

• Clients save an average of 50 hours per person annually on sales training and coaching
• Braintrust’s own internal sales team runs at 100% adoption, practicing a minimum of three times per week
• Every Zoom and Teams sales call is run through Yoodli and scored against rubrics, giving managers objective data to coach from
• Yoodli is the only platform Braintrust has evaluated that links roleplay performance directly to live call analysis, closing the gap between practice and performance

For Braintrust, Yoodli made its existing coaching rigor visible at scale. It enabled the firm to quantify what its methodology was already designed to improve and to show clients, with greater consistency, how practice translated into live-call performance.

“If you think your reps are practicing on their own, you’re kidding yourself. And if you think your managers are consistent with how they practice with their people, you’re kidding yourself. This tool creates a level of accountability and psychological safety that neither of those offers. It removes all subjectivity from the feedback every rep gets.”—Jeff Bittner, Braintrust

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