How This CEO Turned 25,000 Hours of Sales Calls into a Self-Learning Go-to-Market

A customer call can end with a transcript. Matt Britton shows what he built to make it the start of more useful work. On How I AI, the Suzy founder demonstrates a Zapier workflow that processes conversations into summaries, sentiment scores, coaching feedback, draft follow-up emails, and content ideas. He explains the system as a business leader who built it without being a coder.

Inside the workflow

1. How to build a trigger-based workflow that automatically scrapes and processes customer call transcripts from platforms like Gong
2. Using a 1-10 customer sentiment score to help teams investigate potential churn and upsell signals.
3. How to create an automated coaching system that provides personalized feedback to sales reps after every customer interaction
4. A workflow for extracting keywords from customer conversations to inform Google ad campaigns without manual intervention
5. Generating redacted draft blog content from customer conversations.
6. Why CEOs and executives need to build AI skills firsthand rather than delegating implementation to engineering teams
7. How to use Google Sheets as structured databases for AI lookups and enrichment within automated workflows

Brought to you by:

Brex. The intelligent finance platform built for founders

Zapier. The most connected AI orchestration platform

Where to find Matt Britton:

LinkedIn: linkedin.com/in/mattbbritton

Instagram: https://www.instagram.com/mattbrittonnyc/

Company: https://www.suzy.com/

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In this episode, we cover:

(00:00) Introduction to Matt Britton

(02:36) Why Zapier became the backbone of Matt’s AI automations

(04:17) Identifying your core business problem

(09:02) How Matt built the initial trigger automation with Browse AI

(13:42) The value of CEOs getting hands-on with building

(14:00) Scraping and processing call transcripts

(20:14) Using LLMs to generate call summaries and sentiment scores

(23:25) Creating a Slack channel for real-time call insights

(26:17) Extracting keywords for Google Ads campaigns

(28:35) Building an AI coach for sales and customer success teams

(29:48) Creating a follow-up email writer for post-call communication

(35:25) Generating redacted blog content from customer conversations

(37:51) How this approach changes team building and hiring priorities

(40:19) Matt’s prompting techniques and final thoughts

Tools referenced:

• Zapier: https://zapier.com/

• Gong: https://www.gong.io/

• Browse AI: https://www.browse.ai/

• ChatGPT: https://chat.openai.com/

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