How Vasco Drives Faster Sales Cycles with AI-Powered Conversation Intelligence

“Time kills all deals. Attention helps me move faster without losing accuracy.”

- Justin Hudon, Head of Sales & Customer Success, Vasco

The Stakes Were High

Vasco operates in a competitive B2B SaaS market, where every conversation with a prospect can make or break a deal. Scaling their sales motion meant solving for three challenges at once: accelerating deal velocity, maintaining data hygiene, and coaching reps to hit peak performance quickly.

For Justin Hudon, Head of Sales & Customer Success, with over a decade of sales and leadership experience, the stakes were clear: eliminate manual, low-value work so he could focus on building relationships and closing high-quality pipeline.

The Problem: Manual, Fragmented, Slow

• Manual work: Hours spent on handwritten or typed notes, followed by manual CRM updates.
• Coaching blind spots: Without a reliable system, valuable feedback moments were missed.

“Before Attention, our team was spending valuable sales time with admin tasks like CRM updates. Teams weren’t aligned, and critical definitions like ‘qualified lead’ drifted over time.”

- Justin Hudon

The Turning Point: Why Vasco Chose Attention

Justin had used conversation intelligence tools like Gong and Chorus in prior roles. Vasco chose Attention because it solved problems beyond transcription:

• Automation: Seamless CRM write-backs to capture methodology and deal fields.
• Speed & simplicity: Easy to navigate and quick to find the exact call or moment needed.
• Foundation for coaching: Scorecards and structured workflows for targeted improvement.

“We didn’t just need transcripts. We needed accurate write-backs and a faster path to the next action.”

- Justin Hudon

Transformation: Coaching and Deals at Scale

Vasco’s adoption of Attention transformed Vasco’s reps daily workflow:

Before Attention

• 1–2 hours per day spent note-taking and updating CRM.
• Reliance on memory, with risk of missing key customer signals.
• Coaching limited to manual, time-intensive review.

After Attention

• Instant call transcripts and summaries.
• Automatic CRM updates to keep data complete and accurate.
• Dedicated weekly “film room” sessions for self-coaching and manager feedback.

“I grew up a football guy. Film review is how you get better. Attention gives me that same edge in sales.”

- Justin Hudon

Results: Measurable Gains

• 1–2 hours saved per rep, per day on notes and CRM work.
• CRM data filled across every deal stage efficiently.
• Faster velocity: Immediate post-call recaps speed up next steps.
• Improved ramp: New hires ramp quickly by reviewing real call moments.

“Use Attention if you want to master your craft and drive sales velocity.”

- Justin Hudon

Beyond Sales: Cross-Functional Impact

Attention’s value quickly expanded beyond Justin’s Head of Sales & CS role:

• Customer Success monitors adoption and catches churn signals early.
• Marketing uses real customer language to shape messaging and campaigns.
• Product Teams leverage voice-of-customer insights for roadmap decisions.

Partnership Power: Vasco + Attention

Vasco provides the RevOps logic and revenue engine architecture. Attention brings the human voice, what was said, by whom, and how, and writes that structured truth back to the CRM.

“Together, Vasco and Attention create a high-velocity, scalable revenue engine.”

- Justin Hudon

The Future

As Vasco scales its team and product, Attention will be core to:

• Accelerating onboarding with curated call libraries.
• Predicting deal risk through sentiment and pattern analysis.
• Driving faster handoffs between Sales and CS.

The Bottom Line

Vasco didn’t just adopt a tool. They built a competitive advantage. By automating manual work, surfacing actionable insights, and fostering a culture of continuous improvement, Vasco is scaling smarter, not just bigger.

“Attention eliminates the manual burden while giving me visibility and speed. My queue clears every single day, something which was always a challenge for reps in every sales team I worked with.”

- Justin Hudon

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