Challenge: productivity and quality in meetings
Asaas is a Brazilian fintech focused on automating billing and improving financial management. Despite the company’s success, the commercial operation still faced productivity challenges. Sales representatives had to take notes on everything discussed in each call and then transfer the information to the CRM, which compromised their attention during meetings and left gaps in the records. In addition, the sales team lacked clear metrics to assess conversation quality: it was difficult to know whether a pitch followed the script, which objections were most common, or how each salesperson was performing.
These challenges are not exclusive to Asaas. Market studies show that sales representatives generally spend a large portion of their time on administrative tasks. A Salesforce survey reveals that salespeople spend only 28% of their week selling, while the rest is consumed by tasks such as deal management and data entry. Another study indicates that 32% of salespeople lose more than one hour per day just manually filling in CRM data. This scenario highlights the need for automation and tools that free teams to focus on customer relationships.
Solution: MeetRox and CRM Autofill
By adopting MeetRox, Asaas incorporated artificial intelligence into its commercial process. The solution records and transcribes all sales meetings, automatically fills the CRM, and generates behavioral analyses. The platform’s features include:
- Recording and transcription of meetings on major calling platforms.
- Automatic CRM filling, reducing time spent on repetitive tasks and improving note accuracy; the solution also provides strategic visibility into conversation data.
- AI-based analyses and insights, including identification of mentioned competitors, objections, and sentiment; the platform tracks patterns and strengths or weaknesses in meetings.
- Meeting scoring based on sales scripts, allowing objective evaluation of whether a conversation was successful or needs improvement.
- Task automation: after the meeting, MeetRox creates tasks and follow-up reminders, ensuring no opportunity is forgotten.
These features help free up sales team time for customer relationships, aligning with MeetRox’s promise to save around 20% of the time spent on manual tasks.
Asaas testimonials
Marcelo Vittal – Director of Sales and New Business
Marcelo highlights that the tool has become essential for monitoring meeting quality. The team uses AI as part of a continuous improvement process: recordings are used to build an information backlog and identify which competitors are mentioned during calls. With this data, the team improves the pitch, adjusts positioning, and plans future arguments.
“The tool has been important in the process of monitoring the quality of meetings. We’ve been using it throughout the continuous improvement process of our sales team’s workflows.”
— Marcelo Vittal, Director of Sales and New Business.
Carlos Miranda – Senior RevOps at Asaas
Responsible for pre-sales and sales operations, Cadu reports a significant improvement in the meeting quality scorecard: the average score jumped from 5.2 to 9.4. The use of artificial intelligence made it possible to analyze more than one thousand meetings at scale and save around 2,000 hours of manual evaluation. Another highlight is the backlog of more than 4,000 recorded meetings. The best cases are used as examples to train new salespeople: they can watch successful meetings, leave comments, and study approaches that worked.
Use of CRM Autofill
Cadu mentions that the most useful feature is CRM Autofill. In just over two months, more than 900 meetings were automatically filled in the CRM. Considering that each manual entry would take about 10 minutes, this represents a savings of 150 hours, equivalent to almost two months of work for an analyst.
Victória Helena – Inside Sales at Asaas
Vitória highlights how task automation speeds up the post-meeting process: the CRM is filled automatically, and MeetRox creates follow-up tasks almost immediately. Previously, she spent about 15 minutes moving the card in the CRM and adding information. Today, this process is instantaneous, freeing up nearly a full workday per week to focus on selling. With the time saved, the sales cycle was reduced from 35 days to 21 days, a reduction of about 40%.
“I average 8 meetings per day and used to spend 15 minutes moving the card in the CRM and adding information. Today, I no longer need to do that: it practically reduces a full workday. In three months, the increase in new customer conversion was around 80%.”
— Vitória, Executive Account Manager
Rafaela Tullio – Sales Manager at Asaas
Before adopting MeetRox, the sales team took notes during meetings and then transferred the information to the CRM. This process took focus away from the conversation and resulted in incomplete records. After implementing the platform, the first step was to use automatic meeting transcription. As they realized the tool’s potential, Rafaela and the team began using features such as objection classification, identification of presented solutions, and meeting scoring based on the sales script. Each salesperson receives a score indicating whether the meeting was good, excellent, or poor. These indicators provide input for training and development: managers can identify individual gaps and work in a targeted way on each professional’s growth.
Measurable impacts
The adoption of MeetRox brought concrete gains to Asaas’s operations. The table below summarizes the main results reported by the team:
| Indicator | Result | Notes |
|---|---|---|
| Quality scorecard | From 5.2 to 9.4 | Before-and-after comparison with MeetRox (Cadu). |
| Meetings evaluated | > 1,000 | Bulk analysis; saved ~2,000 hours of manual review. |
| Recording backlog | > 4,000 meetings | Serves as a best-practice library for training. |
| Automatically filled meetings | > 900 | In ~2 months with CRM Autofill; savings of ~150 hours. |
| Conversion increase | ~80% | In 3 months (Vitória). |
| Sales cycle reduction | 35 days → 21 days | Reduction of ~40% (Vitória). |
Continuous transformation: AI and empathy driving sales
The partnership between Asaas and MeetRox demonstrates how artificial intelligence can transform sales processes. MeetRox goes beyond call transcription: its automatic filling and data analysis features free teams from administrative tasks and deliver strategic insights. In addition to improving productivity, the platform raised the quality of customer interactions, increased conversion, and shortened the sales cycle.
For companies looking to scale commercial performance, this case shows that investing in speech analytics technology and CRM automation delivers tangible results. Asaas and MeetRox built a model based on data, continuous training, and constant improvement, reinforcing that artificial intelligence and human empathy can go hand in hand to accelerate growth and customer loyalty.
See MeetRox in action