How Magic Runs 75 Custom Insights in Airspeed

Recorded live as part of the Airspeed Revenue Execution Series, our customer user group.

Most teams start with yes/no insights: was the competitor mentioned, was budget discussed. Magic took it much further. They now run around 75 prompt-based insights across sales, support, CS, and key accounts, and every one of them has to drive a business action.

Adam Blech, Customer Success Lead at Airspeed, talks with Alex Wilson, who leads sales support, customer success, RevOps, and sales enablement at Magic. Alex walks through how his team builds, governs, and evolves Custom Insights so they deliver real behavior change and pipeline impact, not just more data.

What we cover

• Why prompt-based insights capture what was actually meant, not just what was said
• Using call tags to trigger the right insights on the right calls
• Three ways Magic uses insights: tracking team behaviors, running controlled experiments (pricing included), and silent baselines that don’t change how reps behave
• Keeping 75 insights manageable with Groups, a QA stage, and a review every 30 days
• Syncing to HubSpot with append and AI merge so deal properties build up over time
• Keeping a human in the loop on CRM fields, and the “team deal” alert that protects revenue
• Feeding discovery call quotes into personalized HubSpot email sequences

Prefer to read? We wrote up the session in How to Build a Custom Insights Program That Drives Revenue.

Alex’s rule

If you ask a question more than twice, make it an insight, a scorecard, or an agent.

His advice for teams getting started: before you add more insights, pull up a few real calls and ask what action each insight should lead to. If it doesn’t drive a decision, it probably doesn’t belong.

Go through your own insights with us

Already an Airspeed customer? Reach out to your Customer Success Manager to review your insights together. Not a customer yet? Book a demo to see Custom Insights run on your own calls.