How this CEO turned 25,000 hours of sales calls into a self-learning go-to-market engine | Matt Britton (Suzy)
How I AI
2025/11/10
How this CEO turned 25,000 hours of sales calls into a self-learning go-to-market engine | Matt Britton (Suzy)
How this CEO turned 25,000 hours of sales calls into a self-learning go-to-market engine | Matt Britton (Suzy)
How I AI
2025/11/10
In this episode, Matt Britton, a seasoned entrepreneur and author, reveals how he leveraged accessible AI tools to create a powerful, automated system that turns everyday customer conversations into strategic business assets. His approach demonstrates the transformative potential of combining no-code platforms with large language models—without requiring a technical background.
Matt built an end-to-end AI workflow using Zapier and Browse AI to automatically extract and process sales call transcripts from Gong. This system generates concise summaries, quantifies customer sentiment on a 1–10 scale to predict churn and upsell opportunities, and delivers real-time insights to Slack for immediate team action. It also extracts keywords for dynamic Google Ads campaigns, creates personalized coaching feedback for sales reps, drafts follow-up emails, and transforms redacted call content into SEO-friendly blog posts after a 21-day privacy buffer. By getting hands-on with automation, Matt emphasizes that leaders don’t need to code but must understand AI workflows to drive innovation. The system turns unstructured conversations into structured data, enabling proactive decision-making, improving team performance, and shifting hiring toward self-driven contributors. Using GPT-4 Turbo and Google Sheets as a lightweight database, the workflow exemplifies how AI can act as an intelligent agent across marketing, sales, and content—making real-time, data-driven operations scalable and sustainable.
04:17
04:17
25,000 hours of Gong call transcripts were used as a truth source to build an AI operating system
11:59
11:59
Use LLMs or alternative tools when data access is limited
13:42
13:42
A CEO's hands-on approach with no-code and AI tools provides valuable context for bold innovation.
20:14
20:14
The sentiment score predicts churn and upsell opportunities.
23:26
23:26
Churn early-warning system flags low-scoring calls but requires tuning to reduce false alarms
26:17
26:17
Keywords from call transcripts are automatically added to Google Ads campaigns
28:35
28:35
The AI coach highlights what sales reps did right and wrong immediately after each call
32:16
32:16
Data is the key asset; tools should serve the data, not the other way around
35:25
35:25
10,000 blog posts have been created without human intervention using this automation.
37:51
37:51
Future great businesses will be driven by proactive individual contributors who can find solutions rather than order-takers.
40:19
40:19
Matt shares his guardrail prompting method for controlling AI output.
