How Foleon turned thousands of sales calls into a system that acts
Foleon had thousands of call recordings and no way to act on them. With Airspeed, a usable transcript lands in 87 seconds, 145 agents run across the business, and reps get about 54 hours a month back.
- Industry
- B2B SaaS, Content creation platform
- Size
- ~30 sellers across sales, account management, and customer success
- HQ
- Amsterdam, Netherlands
- Funding
- Series C
- Founded
- 2013
Foleon helps B2B teams replace static PDFs with interactive, high-performing digital content.
What changed
- 01
87 seconds from call end to usable transcript: down from 3 minutes 37 seconds on their previous platform
- 02
About 54 hours saved per rep, per month: admin time redeployed into revenue-generating activity
- 03
145 agents running across sales, customer success, product, and marketing
- 04
11 days from marketing qualified lead to closed won: a company record, set by a rep in his first month
- 05
Deal admin off the reps' plate: Airspeed populates the CRM so accurately that reps stopped touching it
- 06
12 months of customer language pulled into a rebuild of ad copy that had drifted from how customers talk
The challenge
Thousands of recorded calls, and no way to act on any of them
Foleon was not short on data. They had thousands of call recordings and transcripts, a genuinely valuable pool of customer conversations. The problem was that they could not act on it. Dropping a single transcript into ChatGPT or Gemini to draft a follow-up was about the ceiling of what was possible. Making sense of the whole library was a heavy data exercise nobody had time for.
What Foleon actually wanted to know was which discovery conversations, customer pains, and questions tend to become closed-won deals, and which ones become closed-lost, so they could speak to those exact pains in onboarding and in their marketing. That insight was locked inside the transcripts, completely out of reach.
There was a trust hurdle too. Mathew had rolled out a competing platform at a previous company, and it had failed, specifically because transcripts and follow-ups showed up too slowly to be useful. He came into the Airspeed evaluation skeptical, and he was the one building the business case for Foleon's CRO.
The solution
A stopwatch first, then 145 agents
Mathew tested speed with a literal stopwatch. Airspeed delivered a usable transcript in 87 seconds, against the 3 minutes 37 seconds he had measured on his previous tool, with the follow-up email ready instantly.
That speed changed how the team works. Reps used to book their calendars solid from nine to five. Now they leave five, ten, and fifteen minute buffers between calls, and in that window the transcript, the follow-up, and the prep for the next call are all done.
"That was the real wow moment, and that was when I realized it would work."
From there, Foleon rolled Airspeed out incrementally, expanding as trust grew. They now run roughly 145 agents across sales, customer success, product, and marketing.
Impact beyond sales
The agents Foleon runs, and what each one catches
The 145 agents are not one workflow repeated. A few stand out:
Multi-threading coach. Foleon identified multi-threading as one of the clearest signals separating won and lost deals. Airspeed catches every missed multi-threading moment in live calls, including offhand mentions like "I'll need to run this past Steve," and flags them in the weekly coaching and pipeline report so nothing slips through.
Top-performer analysis. A new rep, Andy, built a weekly agent that scans Foleon's top seller's calls for patterns, objections, and multi-threading tactics. In his first month, he set the company record for fastest deal cycle: 11 days from marketing qualified lead to closed won.
Product roadmap loop. The product team runs Airspeed across the month's customer conversations in the areas where they are weaker against competitors, and rolls repeated feature requests straight into the roadmap. That closes a gap sales teams rarely fill proactively.
Marketing realignment. Facing exploding cost per click in one US industry, the marketing team pulled 12 months of customer language from Airspeed, compared it to live ad copy, and found the copy had drifted from how customers actually describe their problems. Realigning to real customer language is now the plan to bring acquisition cost back down.
Forecasting agent. Built outside the standard forecasting feature and in use for months, it surfaces deal-level risks a CRM would never flag, like two key contacts going quiet across the last two calls.
Time back, and a good problem to have
Foleon's business case landed at roughly 54 hours saved per rep, per month, driven by automated follow-ups and self-running call prep. That time goes into revenue-generating activity rather than admin.
Airspeed became so accurate at populating the CRM that reps stopped touching deal admin altogether, leaving Foleon to work out what they still need to capture manually. A good problem to have.
What's next
Foleon's plan is to keep widening the same loop: more agents, built by the teams closest to the work, on top of conversations they are already having. Mathew's advice to anyone starting is to earn the trust first.
"Start with the early win, call coaching set up against the factors that actually matter for your deals, then implement more and more as your trust grows."
