Take the BS out of sales

Jack Gashi is the VP of Sales at Avoca, an agentic AI application for the $500B home services industry. HVAC, plumbing, roofing. The lifeblood of America, as some would say. When you're scaling rapidly and managing both sales and post-sales orgs, the admin overhead compounds fast.

Jack had used Gong at his previous company. He knew exactly what he wanted. And Gong didn't have it.

"I did a demo with the Gong guy” Jack explains. "I was asking him, can you do this? And he kept being like, soon. Soon. It's on the roadmap."

What actually mattered

The ability to query the entire call database. Not just individual calls. Jack wanted to understand trends: what competitor is coming up the most? What's the biggest objection? The moment the Attention rep said yes to that, Jack leaned in.

CRM automation that actually works. MEDDIC fields filled out automatically. No more nagging reps to update their data. No more pipeline calls that nobody wants to be on.

Customization for a non-traditional sales motion. Avoca's sale is different. Eye-opening deals can close in two weeks if the right conditions exist. Cookie-cutter deal scores built around traditional SaaS methodology just don't apply.

What the old world looked like

Before Attention, onboarding was a grind. New reps would join and you'd point them at recordings, hope osmosis did its job, and spend your limited time chasing people to update their CRM.

When you're growing as fast as Avoca, traditional tooling becomes a bottleneck. The team needed something that could scale with them.

What changed

Now new reps ask for Attention access two weeks before they start. The most active users on Avoca's Helper channel are the new hires, asking questions like "give me 10 great demo calls that talked about this."

The result: reps productive in week 3 or 4. Everyone fully ramped and hitting or exceeding quota by month three.

"We put a few meetings on your calendar in the first week and tell you to listen to a bunch of Attention calls and get after it," Jack says. "It's simple but really effective with Attention," Jack says.

The workflows that run the operation

1. Automated CRM write-back

Everything pours directly into HubSpot. MEDDIC fields, call notes, deal details. Reps don't write anything down. After a call, it's all there. When they have a second call coming up on Monday and need to remember what they quoted, it's there.

This had an unexpected downstream effect: it changed how Avoca handles inbound leads. They removed questions from their demo request form because they knew Attention would capture the information on the first call. The result was higher form conversion rates, which directly correlated to revenue.

2. Churn risk detection

Strong negative sentiment on a call? Attention flags it. A dedicated Slack channel surfaces potential churn issues before they become actual churn. The incoming head of CS is already excited about using this for systematic health scoring.

3. Product feedback loops

Once a week, a Slack notification surfaces feature requests from customer and prospect conversations. The engineering and product teams see what people are actually asking for without anyone having to manually compile it.

4. Coaching at scale

Jack can query trends for individuals and the team. One query might reveal that everyone's doing strong discovery but rarely setting next steps. That becomes the topic for the weekly team meeting. The guesswork disappears.

Time to adoption

Attention's co-founder visit changed everything. In one meeting, Jack walked away with three or four actionable things his team hadn't been using. The Helper Slack channel went from quiet to 10 questions a day. Uptake was immediate.

"Amanda, our FDE, has still not dropped any request," Jack notes. "We're six months in. I haven't gotten a dropped ball. She has been amazing with helping ideate on workflows to level up our sales org."

The Avoca team has thrown tons of requests at Attention, maybe a dozen a day, and Attention meets them with rapid speed. That responsiveness has become part of what makes the partnership work.

What reps would miss most if Attention disappeared tomorrow

The mental load reduction. Reps don't have to think about notes, about referencing past conversations, about data entry. All they have to do is sell.

"It went away all of a sudden, I'm back to 2024 where I am spending a lot of time nagging people to update their CRM. I am spending way more time than I want on a pipeline call. Reps don't wanna do that. We wanna be selling, strategizing, doing cool stuff. It's taking a lot of the BS out of go-to-market."

What actually improved

Onboarding accelerated. New reps get coached faster with better signals sooner. Game film sessions happen quickly because Attention recommends which calls to review.

Scaling without chaos. The team grew rapidly without things going off the rails. The right tooling made the difference.

Lead conversion improved. By removing friction from the demo request form (knowing Attention would capture the details), Avoca increased conversion rates on hundreds of monthly inbound leads.

CRM quality went up. Almost everything is automated now. The things that aren't are on the roadmap.

The philosophy

Jack and his rev ops lead Diego, have a mandate: everything starts with "can an agent do this?" They're scaling quickly in headcount and revenue. Doing stuff manually is a slowdown. Anytime they can automate, they do.

"Attention is feeling like the future," Jack says. "The main inhibitor is me or our time, or like how often do we actually sit down and say what else can we do?"

The bottom line

When you're scaling as fast as Avoca, traditional conversation intelligence breaks down. They needed queryable call data, real CRM automation, and customization for their non-standard sales motion. Attention delivered all three. Onboarding accelerated. Admin disappeared. And the team grew without things going completely off the rails. Not because they over-hired. Because they had the right tooling.

‍