How Proshort Turned Sales Calls into Cross-Functional Intelligence

Introduction

DomainTools is a global leader in cybersecurity and threat intelligence. As sales conversations became more technical and complex, each call began generating valuable insights, from security requirements to buying signals. But this information was hard to capture and share across teams.DomainTools needed a scalable way to turn customer conversations into structured, reusable intelligence.

That’s when they adopted Proshort.

The Challenge

As DomainTools’ sales motion became more technical and multi-stakeholder, every customer call began to generate critical business intelligence, security requirements, integration constraints, objections, competitor signals, and buying intent.

But the organization struggled to capture and reuse that information.

Teams were spending significant time after every customer interaction on:

• Manual call notes and CRM updates

• Rewatching recordings for deal context

• Creating video snippets for internal alignment

• Writing follow-up emails and meeting prep notes

• Pulling insights for marketing, product, and leadership

With more cross-functional stakeholders joining calls, important context was often lost, duplicated, or siloed.

Operational effort was scaling faster than revenue.

The Solution

Proshort: A Shared Intelligence Layer for Customer Conversations

DomainTools implemented Proshort to move beyond recording and transcription and create a structured system of record for customer conversations.

Proshort enabled the team to:

• Automate post-call documentation

• Capture deal intelligence without manual effort

• Improve sales coaching efficiency

• Enable non-sales teams to learn from calls without attending them live

• Preserve institutional knowledge across the organization

What started as a sales productivity initiative quickly evolved into a cross-functional intelligence platform.

Deployment & Investment

Initial Pilot (August 2025)

• Seats: 5–10 Sales reps

• Contract Type: Annual

• Estimated ARR: $10K–12K

• Pricing: $50–70 per seat per month

Current State (February 2026 - 6 Months Later)

• Active Seats: ~20 (Sales)

• Expansion Pipeline:

  • Technical team: 12 seats

  • Marketing team: 5 seats

  • Executive viewers: 3 seats

Expansion is driven by demand across teams and is currently gated by budget cycles rather than value.
“No way we can get more licenses yet.”

Business Impact

ROI: Payback in Under 30 Days

Time Savings per Sales Rep

• Calls per week: 10–15

• Time saved per call: 20–30 minutes

• Monthly time saved: 13–30 hours per rep

Organizational Impact (15 Sales Reps)

• Total hours saved/month: 200–450

• Loaded cost/hour: ~$75

• Monthly value created: $15K–35K

• Annual value: $175K–400K

ROI Summary

Proshort delivered enterprise-grade returns within weeks of deployment. With a modest monthly investment of approximately $2,000–$2,500, DomainTools unlocked $15K–$35K in recurring monthly value driven purely by productivity gains and operational efficiency. The platform paid for itself in under 30 days. On an annualized basis, this equates to a projected ROI of 485% to 1,250%, positioning Proshort not as a cost center, but as a high-yield performance multiplier across the go-to-market organization.

Where the ROI Comes From

1. Call Documentation Automation

Manual note-taking was replaced with AI summaries and action items.

• 75–83% reduction in post-call effort

• Annual value: $175K–400K

2. Coaching & Enablement at Scale

Managers transitioned from reviewing full-length call recordings to a far more efficient, highlight-based coaching model powered by skill scoring, short video clips for focused 1:1 discussions, and automated weekly highlights. Instead of spending hours searching for teachable moments, managers could immediately zero in on what mattered most. This shift saved an estimated 5–10 hours per manager each week, translating to $20K–$40K in annual value per manager, while simultaneously improving the quality and consistency of coaching across the team.

3. Eliminated Hidden Work

Proshort removed time spent on:

• Snippet creation

• Meeting prep research

• Follow-up email drafting

• CRM copy-paste

Even a conservative reduction of 2 hours per rep per week resulted in approximately:
$117K in annual value

Total Annual ROI

• Value Created: $300K–560K

• Annual Spend: $20K–30K

• Net ROI: 865%–1,458%

Adoption Timeline

Phase 1: Pilot & Trust Building (Month 1)

• Started with recording and transcription

• Breakthrough moment during clip-based coaching

• Automatic translation for French and German calls

“This has been super helpful.”

Phase 2: Daily Workflow Adoption (Months 2–3)

Sales Reps used Proshort for:

• Pre-call meeting prep cards

• Auto-recording on Zoom and Google Meet

• AI summaries, action items, follow-up emails

• CRM deal mapping

Managers used Proshort for:

• Skill scores

• Weekly highlights

• Clip-based coaching

Adoption became organic.
“A bunch of reps are just loving it and doing a lot with it.”

Phase 3: Cross-Functional Expansion (Months 4–6)

Sales Operations

• Custom coaching agents

• Messaging consistency analysis

• Market and product insights from calls

Technical Teams

• Reviewing customer pain points

• Understanding the security and integration context before joining calls

Marketing

• Competitive intelligence

• Customer language analysis

• Positioning and certification insights

“The technical folks have now shown interest in wanting to see what data.”

Key Takeaways for Enterprise Teams

Conversation intelligence becomes a force multiplier.
Customer conversations become a shared knowledge asset across the organization.

ROI comes from eliminating invisible work.
Small, repetitive tasks compound into significant time and cost savings.

Adoption follows value, not mandates.
Immediate productivity gains drove organic usage across teams.

Sales tools can evolve into organizational infrastructure.
Structured conversation data now supports sales, technical, marketing, and leadership teams.

The Bigger Picture

DomainTools adopted Proshort to retain context, scale learning, and improve execution across the organization.

Sales reps prepared better.
Managers coached smarter.
Technical teams joined calls informed and prepared.
Marketing used real customer language.
Leadership gained visibility into trends.

Proshort became the intelligence layer behind every customer conversation.