From Keywords to Context: How LLMs Unlock Complete Deal Visibility

Still using keyword tracking tools? It’s time you moved on. Here’s why. 

Imagine you’ve told your team to avoid using the term “free” due to compliance concerns. However, when you open up your keyword tracking tool, you spot several instances of the word "free" popping up in your reps' conversations. 

But before you call an emergency meeting, consider this: what if the tool is flagging false positives? What if your reps are saying "are you free tomorrow", rather than "we have free pricing"? 

The problem with keyword tracking is that it lacks context. And in sales, context is everything. 

This article explains why keyword tracking is outdated, and why LLM-powered contextual tracking is the perfect solution. 

The limitations of keyword tracking

At its core, keyword tracking is a simple concept. You define a set of words or phrases that you want to monitor. Then, your system flags any instances where those keywords appear in your reps' conversations. 

The original intent behind this technology was noble enough—ensuring compliance, identifying key terms, and keeping a pulse on important topics. But as sales conversations have grown more complex and nuanced, the limitations of keyword tracking have become increasingly apparent.

The primary issue with keyword tracking is its lack of context. As we saw in the "free" example, a keyword can mean vastly different things depending on how it's used. But keyword tracking systems are blind to this nuance. They simply see the word and raise the alarm, regardless of whether it's being used in a concerning way or not. 

This leads to a flood of false positives—instances where the system unnecessarily flags a conversation. 

The key takeaway? Tracking just keywords doesn’t work. 

Could LLMs be the answer?

LLMs are a type of artificial intelligence (AI) that can understand, generate, and analyze human language with unprecedented accuracy and nuance. 

And they’re transforming sales coaching and analytics.

LLMs don’t just track keywords—they also consider their use. Unlike traditional keyword tracking systems, which focus on identifying specific words or phrases, LLMs comprehend the full context and intent behind entire conversations. 

For example, they understand that the word “deal” means entirely different things depending on whether a rep tells a prospect “We’d love to help you deal with the issue” or “We have a deal”.

How LLMs unlock full visibility into deals 

LLM-powered tools like Glyphic have three main advantages versus keyword tracking solutions. They provide an objective overview of each deal and give reps guidance on how to close them. They also track what high-performers are doing well, which helps others on the team learn from them. 

Let’s dig into each of these benefits in closer detail. 

Provides objective overviews into each deal 

• LLMs grasp the full context of sales conversations, distinguishing between nuanced meanings that keyword tracking misses.
• By comprehending intent, LLMs provide more accurate and relevant insights. No more false positives that unnecessarily worry sales managers. 
• This means they can provide truly objective overviews into each deal’s status, blockers, and more.
• For example, Glyphic’s Deal Insights feature summarizes each deal’s progress and surfaces key insights from previous conversations. It even breaks down the deal according to MEDDIC or SPICED sales frameworks to show you exactly what's important. 

Offers intelligent coaching suggestions

• LLMs offer data-driven feedback and suggest proven strategies to help reps close deals. Reps receive targeted, actionable guidance based on their individual performance and the specific deal in question.
• For example, reps can use the Ask Glyphic function to interact with Glyphic’s LLM as if it were their very own personal sales coach. 
• Whatever your reps need help with, Ask Glyphic is there to help. “It has an infinite capacity to be adaptable”, says Omer Selcuk, Head of Sales at Scaleup Finance.

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Tracks what reps do well (enabling team-wide improvement) 

• By analyzing conversations at scale, LLMs identify the most effective talk tracks, objection handling techniques, and closing strategies.
• Managers can easily identify what top-performers in their team do well and share these tips with the rest of their team. 
• Reps will continually refine their approach based on data-driven insights, driving ongoing improvements in their performance.

It’s time to embrace the LLM revolution

Unlike traditional keyword tracking systems that miss the nuance and context of conversations, Glyphic’s LLM understands and analyzes the full intent behind sales interactions. This allows us to provide intelligent, data-driven insights that drive real results.

Whether you’re looking for an objective overview into your deals, to give reps tips on how to close customers, or want your team to learn from top-performers, Glyphic’s got you covered.   

Ready to see the benefits of LLM-powered sales coaching for yourself? 

‍Book a demo today to learn how Glyphic will take your sales team to the next level.