The Coaching Agent evaluates every call against configurable competency frameworks — automatically, on every call. It is not limited to sales calls: competencies are assigned per Salesforce role, so you can configure a different set of skills for AEs, SDRs, Sales Engineers, or any other role in your org. Your job as the prompt author is to define what good and bad look like for each competency. The evaluation and output are handled by Momentum.
Coaching prompts: use the structured format. Competency prompts are rubrics, not questions. They need a clear purpose statement and observable positive and negative indicators — none of which translate cleanly to a single plain-language instruction. Structure is the right tool here.
Coaching prompts are evaluation prompts — not extraction prompts. Autopilot and Signals extract information. Coaching evaluates behavior against a defined standard. You are writing the rubric the AI uses to assess the call — define what observable behaviors qualify as strong, adequate, or absent performance for each competency.
Writing competency prompts
PURPOSE
[1–2 sentences defining what this competency means and why it matters.]
KEY AREAS TO EVALUATE
1. [AREA NAME]
Positive Indicators:
✓ [Specific observable behavior that demonstrates this competency]
✓ [Another observable positive behavior]
Negative Indicators:
× [What absence or poor execution of this competency looks like]
× [Common failure mode for this skill]
2. [AREA NAME]
Positive Indicators:
✓ [Observable positive behavior]
Negative Indicators:
× [Observable negative behavior]
RULES
- Base evaluation only on what is observable in the transcript
- Do not infer intent — only evaluate what was actually said or demonstrated
- If the call is too short or context is insufficient to evaluate, note this
EXAMPLE QUESTIONS
- "[Question the rep should be asking to demonstrate this competency]"
- "[Another strong example question]"
Competency examples
Each competency follows the same structure: a PURPOSE statement, numbered areas to evaluate with positive and negative indicators, and example questions or statements. Two examples below — the same pattern applies across every competency in your framework.
Example 1 — Discovery Excellence
PURPOSE
Evaluate how effectively the sales rep uncovers customer needs, defines future
state, and aligns solutions through discovery conversations.
KEY AREAS TO EVALUATE
1. CURRENT STATE EXPLORATION
Positive Indicators:
✓ Asks detailed questions about current processes
✓ Uncovers specific pain points and challenges
✓ Gets quantifiable metrics about current problems
✓ Explores impact on business/team/individual
✓ Listens actively and asks follow-up questions
Negative Indicators:
× Skips exploring current situation
× Asks surface-level questions only
× Misses obvious follow-up opportunities
× Fails to quantify current challenges
2. FUTURE STATE DEFINITION
Positive Indicators:
✓ Establishes clear success criteria
✓ Uncovers specific desired outcomes
✓ Explores timeline expectations
✓ Links outcomes to business goals
Negative Indicators:
× Fails to discuss desired outcomes
× Ignores timeline requirements
× Misses success criteria
× Skips business impact discussion
3. MEDDPICC FUNDAMENTALS
Positive Indicators:
✓ Identifies key decision makers
✓ Uncovers budget parameters
✓ Establishes clear metrics
✓ Finds potential champion
Negative Indicators:
× Misses decision process
× Ignores budget discussion
× Skips success metrics
× Fails to identify champions
EXAMPLE STRONG QUESTIONS
- "Walk me through your current process for..."
- "What metrics do you use to measure success?"
- "What would solving this mean for your team?"
- "Who else needs to be involved in this decision?"
Example 2 — Identify Pain
PURPOSE
Evaluate the representative's ability to effectively uncover and address the
core pain points that [Company]'s solution can solve.
KEY AREAS TO EVALUATE
1. UNCOVERING CORE CHALLENGES
Positive Indicators:
✓ Asks targeted questions to understand specific vulnerabilities
✓ Identifies challenges related to current tools, processes, or gaps
✓ Highlights inefficiencies in how the customer operates today
Negative Indicators:
× Assumes the pain points without validation
× Misses discussing key concerns in the customer's specific context
× Ignores feedback about adoption issues or training requirements
2. RELATING PAIN TO YOUR SOLUTION
Positive Indicators:
✓ Directly connects your features to the identified pain points
✓ Discusses the impact of your solution on the customer's real problems
✓ Offers tailored responses to the specific challenges raised
Negative Indicators:
× Fails to connect your solution to the pain raised
× Does not address concerns about user experience or change management
× Moves to pitch before pain is fully established
EXAMPLE DISCOVERY QUESTIONS
- "What are your biggest challenges related to [problem area]?"
- "How do you currently manage [process]?"
- "Have you experienced any failures or gaps with your current approach?"
- "What aspects of your current setup do users find most challenging?"
Competency aggregation types
| Aggregation Type | Use Case |
|---|
| Core Skills | Evaluated on every call regardless of stage. E.g., next steps commitment, active listening, call structure. |
| Stage-Based | Evaluated only when a call matches a specific stage. E.g., ‘Negotiation Tactics’ only fires on Negotiation-stage calls. |
Coaching Agent — QA checklist
- Competency prompt has a clear PURPOSE statement defining what is being evaluated
- Positive and negative indicators use observable behaviors — not subjective judgments
- Negative indicators include common failure modes, not just absence of positive ones
- Rules section states what to do when the call is too short to evaluate
- Scoped correctly: Core Skills vs Stage-Based
- CRM conditions set if competency should only evaluate on certain call types
