Winning by Design * Product Definition · WS1

SPICED Pulse

The coaching engine we are building for ourselves first. It scores our own sales calls from Grain against SPICED, joins them to our HubSpot pipeline, and gives every rep, manager, and MD the one thing they need. Our MDs then walk into client conversations and show it working on our own data, and sell the engagement to stand the same engine up on the client's stack. Momentus is the proof that it works.

Calls from Grain Pipeline from HubSpot Scored in Claude Data stays on our side
One product, three lenses

The same system, read at the altitude each audience needs.

Lens 1 · Build
How we build it
For the room and engineering
The surfaces, the data model, the architecture on our own stack, and the build order.
Lens 2 · Sell
What the MDs show
For the MDs, live in front of clients
The four-part coaching card, the positioning, and what the rep, manager, and executive each get.
Lens 3 · Price
What it costs
For approval and the MDs' quote
The delivery model, a concrete engagement price, and the phasing from our pilot to a client build.
Why it works, in one screen

SPICED completion is the leading indicator. Revenue is the lagging one.

Reps parrot the SPICED vocabulary and apply it weakly, especially at Impact and Critical Event. SPICED Pulse turns real calls into a development engine: the rep sees what they said versus what they could have said, the manager gets the gap and the exact play, and leadership sees the deal and revenue reality on the same screen. The reason it sells is that SPICED completion is measured against revenue, and the correlation is not subtle.

+18%
ARR lift when Situation and Pain are complete
+56%
ARR lift when Impact is complete
+82%
ARR lift when the Critical Event is complete
+116%
ARR lift when the Decision is complete

Sellers at 100 percent SPICED completion average +10 percent win rate and +29 percent quota attainment. Study base: 50,000 opportunities over 6 months. This is the line that leads every weekly delivery and every MD conversation.

1
Lens 1 of 3
Build · for the room and engineering

Three surfaces, one spine.

The frontline-manager coaching view and the ELT Deal Pulse are the same system at two altitudes, both running off SPICED-tagged call segments joined to deals. One spine, two altitudes, plus a query box.

SPICED Pulse manager overview: KPI cards, SPICED radar, and where the team is behind the standard
The manager and exec overview. Shown on Momentus's own calls, the proof point. On our own Grain data it reads the same: team average against the standard, and exactly where the gap is.
Surface 1

Rep coaching view

Per rep: the four-part card. Quote, actual response, the verdict and why, the next action. Deep-linked to the Grain moment. Audience: IC plus their manager.

Surface 2

Manager gaps and plays

Team gaps, quick wins, and the exact playbook slide to run, framed in REKS. The tool surfaces the relevant play in context. Audience: frontline manager.

Surface 3

Deal Pulse plus query

Per-deal SPICED completion next to amount, weighted value, confidence, and risk flag. Plus a role-scoped query box: ask the corpus, get an answer. Audience: leadership, all.

The data model

SPICED-tagged, speaker-resolved call segments, joined to deals on the HubSpot deal id. Two scores per rep per deal, both grounded in verbatim evidence. This is the contract everything reads.

Two scores

  • 1Completion (yes or no): did the rep capture a validated Impact and identified Critical Event at all. The revenue-linked headline.
  • 2Quality (1 to 5): how well they did it. The coaching signal and the week-over-week growth a rep watches.

Completion definitions (the binary the scorer detects)

  • IImpact is complete when there is a quantified impact tied to a metric the buyer owns, not a generic pain.
  • CECritical Event is complete when there is a real, dated compelling event with a consequence, validated, not manufactured.

Architecture: the data never leaves

For us, this runs on our Grain and HubSpot. For a client, it is the identical shape on their stack (Gong or Grain, their warehouse, their CRM). The engine moves; the data does not.

Layer 1 · Data
Grain plus HubSpot
Call transcripts from Grain, segmented and speaker-resolved, joined to HubSpot deals and owners. Scanning by metadata kills the quote-misattribution that broke prior attempts.
Raw stays here
Layer 2 · Compute
Our Claude instance
Skills score SPICED, extract the coaching card, and answer queries where the data lives. Outputs are derived insight, never raw recordings.
Runs where data lives
Layer 3 · Interface
The app
Role-scoped views and the query box, on Cloudflare. A derived-only gate is the single egress chokepoint. A short attributed quote may cross, bounded to a 120-day window.
Derived-only crosses

Critical path, build these three first

1
SpicedSegment. Ingest from Grain, join to HubSpot, speaker-resolve, and SPICED-tag segments. The name-join that kills misattribution and the data contract everything reads.
2
CoachingCard. Per rep, full SPICED in a single pass with provenance. The proven "that is what I should have said" win and the fastest path to manager value.
3
Derived-only gate plus push publisher. The egress chokepoint with server-side role scoping. The most security-load-bearing artifact. Design its JSON schema first.
2
Lens 2 of 3
Sell · what the MDs show, live

The customer keeps their methodology. SPICED runs underneath.

No change management, no competing framework, no data leaving their environment. An MD opens our own working system in the room, then shows the card that lands.

Four-part SPICED coaching card: customer said, rep said, should have said, next step, with SPICED dot scores
The four-part coaching card, the demo that lands. The customer's actual words, the rep's actual response, what they could have said, and the one next move. Every score deep-links to the call moment.

For the rep

Their own score and improvement trend, framed as growth not a grade. A weekly reinforce-plus-improve pair on their own calls. Development, held by them and their manager.

For the manager

The team ranking, the top gaps, and the exact play to run, delivered into the Monday review and Tuesday 1:1 they already hold. One required act: deliver one card per rep.

For the executive

Every deal with its SPICED quality next to its dollars and probability. A weak-SPICED big deal is a forecast risk and a coaching trigger on one screen.

The positioning line

SPICED Pulse is the intelligence layer inside the growth architecture the customer already bought. It turns their own calls into rep behavior change, manager coaching, and leadership visibility, without their recordings ever leaving their environment. We prove it on ourselves, then help them build their own.

3
Lens 3 of 3
Price · the delivery model and the quote

We architect and enable. The client keeps the data and the compute.

This is a services engagement, not a hosted SaaS. The client's calls and compute stay on their side. WbD designs the pipeline on their stack and runs a workshop series that transfers the capability to build and extend it. No hosting liability, no data custody, high margin.

WbD pipeline rep snapshots in the Deal Pulse view: Betsy Peters, Leena Wood, Mike Boogaard with deals, pipeline, weighted value
Our own pipeline in the Deal Pulse view. This is us, not a demo. The MDs show a working system on real WbD data, which is what makes the engagement credible.

The engagement, concretely

A fixed-scope architect-and-enable engagement, roughly 50 thousand dollars. Working model to pressure-test with the MDs, but concrete enough to quote.

Line itemWhat WbD deliversBallpark
Architecture and data modelPipeline design on the client's stack: Grain or Gong to their warehouse, HubSpot or Salesforce join, the SPICED-tagged-segment schema, and the derived-only egress gate.$15K
Reference buildThe three critical-path skills configured to their data: SpicedSegment, CoachingCard, and the gate plus role-scoped views.$20K
Enablement workshopsThree to four working sessions that transfer the capability to their team to run the weekly loop and extend the surfaces themselves.$15K
Fixed-scope engagement~$50K

Client owns and runs the data and compute. Optional add-ons, priced separately: an ongoing enablement retainer, additional cohort workshops, and productized source adapters for the next customer.

Why the price is easy to defend

SPICED completion correlates to +10 percent win rate and +29 percent quota attainment. Against any real pipeline, a 50 thousand dollar architect-and-enable engagement pays back on a single influenced deal, and the client keeps the asset and the capability, not a subscription.

Phasing

P0 · Us first
Dogfood on WbD
Run it on our own Grain and HubSpot. Prove the rep and manager loop on our data so the MDs demo a working system, not a mockup.
P1 · MDs sell it
Client engagements
MDs quote the engagement, we architect and enable on the client's stack, the Deal Pulse view goes live for their leadership.
P2 · Productize
Next client is a config
Generalize the source adapter and analysis core so customer two is a configuration change, not a rebuild.