Skip to main content
Both views are built from recorded meetings. Analysis reads each transcript, identifies what was discussed and what concerns were raised, and rolls the results up across the team.

​
Topics

Topics are the subjects that came up across conversations in the period, ranked by how often they appeared.
The topics view in Team Insights, ranking the subjects that came up across recorded conversations.

What conversations were actually about

They tell you what the market is actually asking about — as opposed to what your marketing thinks it’s asking about. Those two diverge more often than most teams expect.

Feed your content

The topics people raise unprompted are the ones worth writing about. This is a better content backlog than a keyword tool.

Spot a shift early

A topic climbing week over week is a market change reaching you before it reaches your pipeline reports.

Check your positioning

If the thing you lead with never appears, prospects aren’t hearing it — or don’t care.

Prep for the next event

Last event’s top topics are the best possible briefing for the next one.

​
Objections

Objections are the concerns prospects raised — price, timing, a missing feature, a competitor, an internal blocker. This is the most directly actionable view in Tap. Every recurring objection is either a real gap or a positioning failure, and both are fixable.
The objections view in Team Insights, listing the concerns prospects raised most often.

The pushback your team hears most

1

Find the recurring ones

Ignore one-offs. Look for objections appearing across many conversations and many reps — that’s a pattern, not a bad meeting.
2

Work out which kind it is

A product objection needs roadmap attention. A positioning objection means the answer exists and isn’t landing. They look identical in the data and need completely different responses.
3

Fix it once, centrally

Write the response, put it in your enablement material, and make sure every rep has it. Thirty reps each inventing their own answer is thirty chances to get it wrong.
4

Check it moved

Come back a period later. If the objection is still climbing, your answer isn’t working.
Top accounts shows which companies come up most across conversations — useful for spotting an account being worked by several people who don’t know about each other. Coaching signals surfaces patterns in individual conversations worth reviewing with the rep who had them.

​
Reading these views honestly

A topic in three conversations is noise. Don’t restructure a pitch around a handful of data points.
Analysis reads transcripts, and transcripts of noisy rooms have errors. Treat the ranking as a strong signal, and read a few source transcripts before making an expensive decision.
An objection you expected and never see may already be handled — or may mean reps aren’t getting far enough into conversations to hear it.