Our Manifesto
[est.2025]
[LEHI, UTAH]
[REP-FIRST]
[AI-POWERED]
James Biesinger
Co-Founder & CEO
Sales performance is not a personality trait. It is a system. Most reps pitch all day and rarely know what is working. 87% of sales conversations are never reviewed. Ramp times stretch six to nine months. Turnover stays high. We built Parlay — an AI sales coaching platform — to deliver real-time sales feedback after every conversation, so no rep is left guessing and no leader is left in the dark.
[01]
THE PROBLEM
_
The Sales Coaching Gap.
Sales remains one of the only performance-driven professions where the vast majority of conversations are never reviewed. Managers are overloaded. Ramp times stretch. Turnover stays high. Without real-time sales feedback, pipeline risk goes undetected until it is too late.
Most reps pitch all day and rarely know what is working. AI sales feedback is absent entirely. The window for sales rep coaching closes fast, and the current system lets it slam shut.
Leaders spend their time shadowing and firefighting instead of strategizing and developing. The coaching insights they need either do not exist or arrive too late to matter. Sales performance coaching should not depend on headcount.
FEEDBACK
VISIBILITY
PERFORMANCE
The Reality
87%
of sales conversations never reviewed
6-9
months average ramp time for new reps
1 in 3
reps churn within their first year
The problem
REAL-TIME / Coaching when it matters
We bridge the gap between live performance and delayed coaching. Every conversation scored with AI sales feedback. Every rep coached in real time. Every leader equipped with performance trends to drive their team forward — not next week, right now.
[02]
THE ANSWER
_
What Parlay Does.
Parlay turns every conversation into a master class. AI sales coaching feedback arrives instantly — scored across six core pillars. Reps compete on leaderboards, improve with personalized coaching plans, and grow — visible to themselves and their leaders. Coaching becomes a system, not an afterthought.
DATA-DRIVEN / Objective performance scoring
GAMIFIED / Competition that drives growth
Mobile delivers rep coaching software that drives behavior in the field. Web drives organizational intelligence with coaching analytics and performance trends. Together, they eliminate coaching bottlenecks and guesswork — improving reps without micromanaging.
SCALABLE / Built for teams that grow
The answer
[03]
THE METHOD
_
The Principles That Shape Every Rep.
Sales is communication mastery — an agreement between two parties built on clarity, control, and conviction. These are the non-negotiables behind our sales coaching platform and everything we build.
01
Speak with intent. Simplify complex ideas.
Every feature we build cuts through the noise. No bloated dashboards, no vanity metrics. Clear skill signals and coaching focus areas that drive action.
02
Pressure is earned through composure and conviction.
We teach reps to lead conversations with authority and empathy — not force. The best closers control the frame by earning it through value. That is what real sales rep coaching looks like.
03
Every coaching insight is objective and measurable.
Gut feelings do not scale. Parlay scores every conversation across six pillars — delivering AI sales feedback that reps and leaders can trust, not assumptions.
04
Gamified sales coaching and competition drive lasting improvement.
Sales coaching leaderboards, gamified challenges, and peer visibility keep reps engaged. When performance is seen and celebrated, improvement compounds.
The method
[01]
THE PROBLEM
_
The Sales Coaching Gap.
Sales remains one of the only performance-driven professions where the vast majority of conversations are never reviewed. Managers are overloaded. Ramp times stretch. Turnover stays high. Without real-time sales feedback, pipeline risk goes undetected until it is too late.
Most reps pitch all day and rarely know what is working. AI sales feedback is absent entirely. The window for sales rep coaching closes fast, and the current system lets it slam shut.
Leaders spend their time shadowing and firefighting instead of strategizing and developing. The coaching insights they need either do not exist or arrive too late to matter. Sales performance coaching should not depend on headcount.
FEEDBACK
VISIBILITY
PERFORMANCE
The Reality
87%
of sales conversations never reviewed
6-9
months average ramp time for new reps
1 in 3
reps churn within their first year
The problem
REAL-TIME / Coaching when it matters
We bridge the gap between live performance and delayed coaching. Every conversation scored with AI sales feedback. Every rep coached in real time. Every leader equipped with performance trends to drive their team forward — not next week, right now.
[02]
THE ANSWER
_
What Parlay Does.
Parlay turns every conversation into a master class. AI sales coaching feedback arrives instantly — scored across six core pillars. Reps compete on leaderboards, improve with personalized coaching plans, and grow — visible to themselves and their leaders. Coaching becomes a system, not an afterthought.
DATA-DRIVEN / Objective performance scoring
GAMIFIED / Competition that drives growth
Mobile delivers rep coaching software that drives behavior in the field. Web drives organizational intelligence with coaching analytics and performance trends. Together, they eliminate coaching bottlenecks and guesswork — improving reps without micromanaging.
SCALABLE / Built for teams that grow
The answer
[03]
THE METHOD
_
The Principles That Shape Every Rep.
Sales is communication mastery — an agreement between two parties built on clarity, control, and conviction. These are the non-negotiables behind our sales coaching platform and everything we build.
01
Speak with intent. Simplify complex ideas.
Every feature we build cuts through the noise. No bloated dashboards, no vanity metrics. Clear skill signals and coaching focus areas that drive action.
02
Pressure is earned through composure and conviction.
We teach reps to lead conversations with authority and empathy — not force. The best closers control the frame by earning it through value. That is what real sales rep coaching looks like.
03
Every coaching insight is objective and measurable.
Gut feelings do not scale. Parlay scores every conversation across six pillars — delivering AI sales feedback that reps and leaders can trust, not assumptions.
04
Gamified sales coaching and competition drive lasting improvement.
Sales coaching leaderboards, gamified challenges, and peer visibility keep reps engaged. When performance is seen and celebrated, improvement compounds.
The method
[01]
THE PROBLEM
_
The Sales Coaching Gap.
Sales remains one of the only performance-driven professions where the vast majority of conversations are never reviewed. Managers are overloaded. Ramp times stretch. Turnover stays high. Without real-time sales feedback, pipeline risk goes undetected until it is too late.
Most reps pitch all day and rarely know what is working. AI sales feedback is absent entirely. The window for sales rep coaching closes fast, and the current system lets it slam shut.
Leaders spend their time shadowing and firefighting instead of strategizing and developing. The coaching insights they need either do not exist or arrive too late to matter. Sales performance coaching should not depend on headcount.
FEEDBACK
VISIBILITY
PERFORMANCE
The Reality
87%
of sales conversations never reviewed
6-9
months average ramp time for new reps
1 in 3
reps churn within their first year
REAL-TIME / Coaching when it matters
We bridge the gap between live performance and delayed coaching. Every conversation scored with AI sales feedback. Every rep coached in real time. Every leader equipped with performance trends to drive their team forward — not next week, right now.
[02]
THE ANSWER
_
What Parlay Does.
Parlay turns every conversation into a master class. AI sales coaching feedback arrives instantly — scored across six core pillars. Reps compete on leaderboards, improve with personalized coaching plans, and grow — visible to themselves and their leaders. Coaching becomes a system, not an afterthought.
DATA-DRIVEN / Objective performance scoring
GAMIFIED / Competition that drives growth
Mobile delivers rep coaching software that drives behavior in the field. Web drives organizational intelligence with coaching analytics and performance trends. Together, they eliminate coaching bottlenecks and guesswork — improving reps without micromanaging.
SCALABLE / Built for teams that grow
[03]
THE METHOD
_
The Principles That Shape Every Rep.
Sales is communication mastery — an agreement between two parties built on clarity, control, and conviction. These are the non-negotiables behind our sales coaching platform and everything we build.
01
Speak with intent. Simplify complex ideas.
Every feature we build cuts through the noise. No bloated dashboards, no vanity metrics. Clear skill signals and coaching focus areas that drive action.
02
Pressure is earned through composure and conviction.
We teach reps to lead conversations with authority and empathy — not force. The best closers control the frame by earning it through value. That is what real sales rep coaching looks like.
03
Every coaching insight is objective and measurable.
Gut feelings do not scale. Parlay scores every conversation across six pillars — delivering AI sales feedback that reps and leaders can trust, not assumptions.
04
Gamified sales coaching and competition drive lasting improvement.
Sales coaching leaderboards, gamified challenges, and peer visibility keep reps engaged. When performance is seen and celebrated, improvement compounds.
[01]
THE PROBLEM
_
The Sales Coaching Gap.
Sales remains one of the only performance-driven professions where the vast majority of conversations are never reviewed. Managers are overloaded. Ramp times stretch. Turnover stays high. Without real-time sales feedback, pipeline risk goes undetected until it is too late.
Most reps pitch all day and rarely know what is working. AI sales feedback is absent entirely. The window for sales rep coaching closes fast, and the current system lets it slam shut.
Leaders spend their time shadowing and firefighting instead of strategizing and developing. The coaching insights they need either do not exist or arrive too late to matter. Sales performance coaching should not depend on headcount.
FEEDBACK
VISIBILITY
PERFORMANCE
The Reality
87%
of sales conversations never reviewed
6-9
months average ramp time for new reps
1 in 3
reps churn within their first year
REAL-TIME / Coaching when it matters
We bridge the gap between live performance and delayed coaching. Every conversation scored with AI sales feedback. Every rep coached in real time. Every leader equipped with performance trends to drive their team forward — not next week, right now.
[02]
THE ANSWER
_
What Parlay Does.
Parlay turns every conversation into a master class. AI sales coaching feedback arrives instantly — scored across six core pillars. Reps compete on leaderboards, improve with personalized coaching plans, and grow — visible to themselves and their leaders. Coaching becomes a system, not an afterthought.
DATA-DRIVEN / Objective performance scoring
GAMIFIED / Competition that drives growth
Mobile delivers rep coaching software that drives behavior in the field. Web drives organizational intelligence with coaching analytics and performance trends. Together, they eliminate coaching bottlenecks and guesswork — improving reps without micromanaging.
SCALABLE / Built for teams that grow
[03]
THE METHOD
_
The Principles That Shape Every Rep.
Sales is communication mastery — an agreement between two parties built on clarity, control, and conviction. These are the non-negotiables behind our sales coaching platform and everything we build.
01
Speak with intent. Simplify complex ideas.
Every feature we build cuts through the noise. No bloated dashboards, no vanity metrics. Clear skill signals and coaching focus areas that drive action.
02
Pressure is earned through composure and conviction.
We teach reps to lead conversations with authority and empathy — not force. The best closers control the frame by earning it through value. That is what real sales rep coaching looks like.
03
Every coaching insight is objective and measurable.
Gut feelings do not scale. Parlay scores every conversation across six pillars — delivering AI sales feedback that reps and leaders can trust, not assumptions.
04
Gamified sales coaching and competition drive lasting improvement.
Sales coaching leaderboards, gamified challenges, and peer visibility keep reps engaged. When performance is seen and celebrated, improvement compounds.
[02]
Our Beliefs
_
Real-time sales coaching should be instant, specific, and objective — not delayed, not subjective, not inconsistent. Sales coaching software should simplify, not burden. Data should replace gut feelings. And motivation is not just money — gamified sales coaching, leaderboards, and visibility drive lasting performance.
[03]
The Standard
_
[03]
The Standard
_
[03]
The Standard
_
This is not "just hustle" energy. This is not corporate minimalism.
This is not "just hustle" energy. This is not corporate minimalism.
This is not "just hustle" energy. This is not corporate minimalism.
It is measured aggression, earned confidence, and calm control. Every pitch has a rhythm — find it, then lead it. Pressure is created by confidence, not aggression. Parlay is a sales performance coaching platform that turns invisible performance into measurable improvement. Instant coaching after every conversation. Visibility without surveillance. The organizations that operationalize performance will outperform those that merely observe it.
[04]
AI Knowledge base
_
Articles & Insights.
[04]
AI Knowledge base
_
Articles & Insights.
[04]
AI Knowledge base
_
Articles & Insights.
[05]
lets get started
_
Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
ROI projections for your business
I personally review every performance audit to ensure we can deliver real value.
James Biesinger
Co-Founder & CEO
Trusted by 100+ sales teams
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0.252 24.13 0.265 24.067 0.292 C 24.006 0.318 23.951 0.356 23.904 0.405 C 23.858 0.454 23.822 0.513 23.797 0.577 C 23.772 0.644 23.76 0.717 23.76 0.796 C 23.76 0.876 23.772 0.949 23.797 1.015 C 23.822 1.08 23.858 1.138 23.904 1.188 C 23.951 1.236 24.006 1.275 24.067 1.3 C 24.13 1.327 24.2 1.34 24.275 1.34 C 24.351 1.34 24.421 1.325 24.485 1.296 C 24.55 1.265 24.608 1.219 24.661 1.157 L 24.834 1.333 C 24.767 1.418 24.684 1.482 24.586 1.526 C 24.489 1.57 24.38 1.592 24.261 1.592 Z M 21.452 1.57 L 22.102 0.022 L 22.366 0.022 L 23.017 1.57 L 22.737 1.57 L 22.178 0.175 L 22.285 0.175 L 21.729 1.57 Z M 21.751 1.212 L 21.824 0.986 L 22.603 0.986 L 22.675 1.212 Z M 20.205 1.592 C 20.092 1.592 19.989 1.572 19.894 1.533 C 19.799 1.493 19.717 1.437 19.647 1.367 C 19.577 1.295 19.522 1.21 19.484 1.115 C 19.445 1.017 19.426 0.911 19.426 0.796 C 19.426 0.681 19.445 0.576 19.484 0.48 C 19.521 0.385 19.576 0.299 19.647 0.228 C 19.717 0.156 19.799 0.1 19.894 0.06 C 19.989 0.02 20.092 0 20.203 0 C 20.316 0 20.419 0.02 20.512 0.06 C 20.607 0.1 20.69 0.156 20.76 0.228 C 20.83 0.299 20.885 0.385 20.923 0.48 C 20.961 0.576 20.98 0.681 20.98 0.796 C 20.98 0.911 20.961 1.017 20.923 1.115 C 20.885 1.21 20.83 1.296 20.76 1.367 C 20.69 1.437 20.607 1.493 20.512 1.533 C 20.419 1.572 20.317 1.592 20.205 1.592 Z M 20.203 1.34 C 20.276 1.34 20.343 1.327 20.405 1.3 C 20.465 1.275 20.52 1.237 20.566 1.188 C 20.611 1.138 20.647 1.079 20.671 1.015 C 20.697 0.949 20.71 0.876 20.71 0.796 C 20.71 0.717 20.697 0.644 20.671 0.579 C 20.647 0.515 20.612 0.456 20.566 0.407 C 20.521 0.357 20.466 0.318 20.405 0.292 C 20.343 0.265 20.276 0.252 20.203 0.252 C 20.13 0.252 20.063 0.265 20.001 0.292 C 19.941 0.318 19.886 0.357 19.84 0.407 C 19.794 0.456 19.758 0.515 19.733 0.579 C 19.708 0.644 19.696 0.717 19.696 0.796 C 19.696 0.874 19.708 0.946 19.733 1.013 C 19.758 1.078 19.795 1.137 19.84 1.188 C 19.886 1.237 19.941 1.275 20.001 1.3 C 20.063 1.327 20.13 1.34 20.203 1.34 Z M 18.375 1.592 C 18.266 1.592 18.163 1.573 18.068 1.535 C 17.975 1.495 17.893 1.44 17.823 1.369 C 17.754 1.296 17.7 1.21 17.662 1.115 C 17.624 1.017 17.604 0.911 17.604 0.796 C 17.604 0.681 17.624 0.575 17.662 0.478 C 17.699 0.382 17.755 0.296 17.825 0.226 C 17.895 0.153 17.977 0.098 18.07 0.06 C 18.164 0.02 18.266 0 18.378 0 C 18.496 0 18.604 0.022 18.701 0.066 C 18.797 0.108 18.882 0.174 18.949 0.259 L 18.775 0.433 C 18.723 0.373 18.665 0.328 18.6 0.299 C 18.536 0.268 18.465 0.252 18.39 0.252 C 18.314 0.252 18.245 0.265 18.182 0.292 C 18.121 0.318 18.066 0.356 18.019 0.405 C 17.973 0.454 17.937 0.513 17.912 0.577 C 17.887 0.644 17.875 0.717 17.875 0.796 C 17.875 0.876 17.887 0.949 17.912 1.015 C 17.937 1.079 17.973 1.138 18.019 1.188 C 18.066 1.236 18.121 1.275 18.182 1.3 C 18.245 1.327 18.314 1.34 18.39 1.34 C 18.465 1.34 18.536 1.325 18.6 1.296 C 18.665 1.265 18.723 1.219 18.775 1.157 L 18.949 1.333 C 18.881 1.418 18.799 1.482 18.701 1.526 C 18.604 1.57 18.495 1.592 18.375 1.592 Z" fill="rgb(0, 0, 0)" height="8.000000220866161px" id="Gf14NlAkX" transform="translate(0 4)" width="40.000002861208884px"/></svg>)
[05]
lets get started
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Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
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I personally review every performance audit to ensure we can deliver real value.
James Biesinger
Co-Founder & CEO
Trusted by 100+ sales teams
[05]
lets get started
_
Ready to see what your reps are missing?
Live demo of AI coaching in action
Custom performance audit for your team
ROI projections for your business
I personally review every performance audit to ensure we can deliver real value.
James Biesinger
Co-Founder & CEO
Trusted by 100+ sales teams