AI Agent·UK

Underdog Sales Academy

Full Underdog Academy platform with AI Sales Coach built in. Students take video lessons, track progress on a leaderboard, join live sessions, and practice cold calls with AI prospect personas that score them in real time on Giulio's methodology.

Industry: Sales Training
Year: 2026
Timeline: 10 weeks

The challenge

Giulio needed more than a marketing site. He needed a full training platform where students could take his cold calling course AND practice live with AI between lessons. Without that, theory and real practice never connected, and Giulio had to be available 24/7 for live roleplay.

We built the entire Underdog Academy on a single platform at ai.underdogsales.com. The Classroom hosts video lessons with progress tracking, a community feed, and a leaderboard. The AI Sales Coach lets students roleplay cold calls with realistic AI prospect personas, scored in real time across six dimensions on Giulio's framework. Students can upload their real calls for the same AI analysis, and chat with a Coach Giulio AI grounded in his knowledge base.

The approach

Academy Platform
Built the full Classroom with video lessons, per-student progress tracking, a live community feed, leaderboard, and a calendar for live sessions with Giulio
AI Prospect Personas
Designed six distinct AI prospect personas (CFO, VP Sales, Gatekeeper, Ops Manager, Marketing Director, Biz Dev) so students can practice realistic cold calls anytime
Real-Time Scoring
Encoded Giulio's methodology into a six-dimension scoring rubric (opener, discovery, objections, confidence, pacing, close) that grades every practice call instantly
Coach Giulio AI
Trained a Coach Giulio AI on Giulio's own knowledge base with pgvector so students get context aware guidance and can upload real sales calls for the same AI analysis

What we learned

Putting the Classroom and the AI Sales Coach on one platform means students move from a lesson straight into practice in seconds, with no context switch

Real time six dimension scoring turns every practice call into actionable feedback, not just a recording students never review

Coach Giulio AI grounded in his actual content keeps the advice on brand, instead of giving generic sales tips students could find anywhere