What a Story
Empowered by Spiky: What A Story Cut Deal Time by 75% and Aligned Their Sales Team
Headquarters
Hyderabad, India
Founded
2015
Employees
30
Industry
Advertising Services
The Company
What A Story is a leading creative agency specializing in explainer videos, SaaS product demos, and corporate films. With over 800 clients including Fortune 500 companies, they are known for transforming complex ideas into impactful visual content.
The Challenge
As the company expanded, managing and scaling the sales team became increasingly difficult. The founder needed a more efficient way to onboard new reps and maintain consistent performance. Call recordings were inconsistent, and existing tools lacked the depth of insight required to drive communication and team improvement.
The Outcome
Spiky provided real-time analysis of sentiment and communication behaviors, helping improve training quality and align team actions with company goals. Deal review time was reduced by 75 percent, team productivity increased by 25 percent, and HubSpot integration automated opportunity tracking. This enhanced visibility, streamlined sales operations, and strengthened cultural alignment across the team.
What A Story, a creative agency known for producing high-impact explainer videos and SaaS product demos, has worked with over 800 clients, including Fortune 500 companies. As the company scaled, so did the complexity of managing its sales operations.
What A Story partnered with Spiky to overcome key challenges in scaling sales processes, improving communication, and aligning team performance with business goals.
Challenges
As demand for their services increased, scaling the sales function became a significant hurdle. The company’s founder, who was directly overseeing sales operations, needed a more innovative way to:
- Train new sales reps effectively
- Standardize winning sales behaviors
- Ensure consistency in call recording and feedback
- Align the sales team with the company’s core values and vision
Existing tools fell short, calls were inconsistently recorded, deal reviews were time-consuming, and there wasn’t enough insight into rep performance or communication quality.
The Turning Point: Implementing Spiky
What A Story discovered Spiky through AppSumo, and it quickly exceeded expectations. With real-time AI-driven feedback, Spiky provided visibility into key communication dynamics like sentiment, talk ratios, and engagement signals.
The results were immediate and measurable:
- 75% reduction in deal review time
- 25% increase in overall team productivity
- Faster onboarding and ramp-up for new reps
Spiky’s seamless integration with HubSpot enabled opportunity tracking, minimizing manual effort and freeing time for more meaningful customer engagement.
Key Features That Made the Difference
Spiky’s impact wasn’t just technical; it was transformational. Some standout features included:
- Automatic transcription and action item detection, so reps could focus on the conversation
- Real-time performance feedback, helping sales leaders coach more effectively
- Playbook compliance tracking, ensuring consistent sales messaging and methodology
- Battlecards, enabling reps to respond to competitor mentions with confidence
- Behavioral insights, highlighting sentiment shifts and buyer hesitation before they turned into lost deals
These capabilities created a coaching loop that improved every call, not just quarterly reviews.
The Outcome
What A Story built a more aligned, empowered, and productive sales team by adopting Spiky. The founder was able to step back from manual oversight, confident that the system would surface coaching opportunities, monitor rep performance, and ensure alignment with company values.
Spiky gave me insights that opened the door for how to run the sales team. I was able to align the sales process with our culture and values, all while improving visibility and productivity across the board.
Final Thoughts
What A Story’s journey with Spiky is a clear example of how AI-driven meeting intelligence can scale high-growth teams without sacrificing quality or alignment.
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