Sales teams send proposals, contracts, and quotes, but rarely know what happens after they hit Send. Real-time document intelligence helps teams understand exactly how documents perform.

It shows you how prospects engage, where they get stuck, and what signals real buying intent.

Why sales teams need document intelligence for coaching Sales coaching based solely on CRM notes or call recordings provides only part of the picture. The real moment of truth? When a prospect opens your proposal.

But without document intelligence, you miss:

• Who actually viewed the doc

• Which sections were skipped

• How long they spent on pricing or other details

• When they dropped off

Real-time document intelligence tracks these signals, so RevOps and Enablement can coach with data, not assumptions. It empowers reps to follow up smarter and iterate faster.

Is document intelligence right for your business needs?

You’re a strong fit if:

• Your team sends sales docs regularly (10+ per week)

• You track deals in a CRM and want to link doc engagement to pipeline

• You have RevOps or Enablement resources focused on improving rep performance

• Your sales cycle depends on how well documents land with buyers

How to implement document intelligence for sales coaching

Ingredients (what you’ll need)

• A document tracking and analytics platform (i.e., one that gives you real‑time status, page‑level interaction, and audit trails)

• Sales/proposal/contract documents that live in your workflow (sent to prospects, requiring action)

• Integration or at least data flow between your CRM (opportunities, deals), your document system (creation + sending + tracking), and your analytics/dashboard tool

• Sales coaching framework: you need a way for your sales leaders/RevOps to access metrics, interpret them, and act on them (e.g., “which pages are prospects spending time on,” “which docs stall,” etc.)

• Alerting or notifications to trigger coachable moments

• A plan for how you will act on insights: update document content, train reps, follow up with prospects faster

Document intelligence for sales coaching: step-by-step process

1. Identify the documents and data you want to track

• Focus on key sales assets: proposals, contracts, onboarding docs

• Define the metrics you care about: opens, time on page, repeat views, signing behavior

How to do this in PandaDoc:

• Go to your Documents tab in the PandaDoc dashboard

• Open a specific document.

• Click on the Analytics tab to view:

  • Number of opens

  • Time spent on each page

  • Which recipient viewed it and when

Repeat this for each document you're interested in.

How to do this in PandaDoc with the API:

• Use List Documents to fetch all documents you want to track (e.g., proposals from the last 30 days).

• For each document ID in the list, you:

  • Call Get Document Details

  • Extract the data you want (views, time on page, etc)

You can then push that data into:

• A CRM (e.g., to flag deals that need rep attention)

• A BI tool (for dashboards and trends)

• Google Sheets or a database (for custom analysis)

2. Connect your CRM and document system

• Make sure document status and engagement data flows into your CRM

• Track document activity at the deal level (e.g., link PandaDoc to HubSpot or Salesforce). PandaDoc offers out-of-the-box integrations for leading CRMs, including HubSpot, Salesforce, and Pipedrive.

3. Build a dashboard or method to track alerts

• Use your BI tool (Looker, Tableau, HubSpot Reports) to track patterns and trigger alerts for high-impact coaching moments:

  • Document viewed but not signed after X days

  • Spent <10s on key value prop section

  • Skipped pricing page

You can even go beyond alerts and build automated workflows based on these triggers. For example:

• Auto-assign a follow-up task in a project management tool, like Asana or Monday.com

• Send a Slack message to a sales manager when a document is viewed but not signed within 3 days.

How to do this with the PandaDoc API Use the API to automate alerts and push data into your BI/reporting tools:

Subscribe to webhook events like:

• document. viewed

• document.completed

Set up logic in your system to:

• Track timing (e.g., viewed but not signed in X days)

• Analyze engagement (e.g., <10s on key pages, skipped pricing)

Push data to:

• Looker/Tableau for dashboards

• HubSpot/Salesforce for rep alerts or deal updates

• Slack or email for real-time nudges

4. Coach reps based on document performance and user behavior

• Share document engagement stats in 1:1s or pipeline reviews

• Example: "This deal stalled after the pricing page got zero views. Let's revise that section."

• Create playbooks for follow-up based on engagement signals

How to do this in PandaDoc:

• Open a specific document from a rep’s pipeline.

• Click the Analytics tab to view:

  • Time spent per page

  • Pages viewed or skipped

  • Number of opens and by whom

Use these insights for:

• 1:1s (Let’s talk about why the pricing page wasn’t viewed.)

• Pipeline reviews (“This doc was opened 5 times—good sign, follow up.)

Encourage reps to build follow-up habits:

• Use templates with proven high-engagement formats

• Adjust messaging based on viewing behavior

5. Optimize your sales content

• Test different versions of pricing pages or proposals

• Use document data to update templates, shorten decks, or move critical info earlier

With PandaDoc, you can create and manage multiple contract templates with variations using the Templates API to experiment and compare performance.

6. Automate follow-ups based on behavior

Here are some examples of automated follow-ups you can create:

• When doc is viewed >2x, notify the rep to follow up

• If not viewed in 48h, trigger automated reminder email or Slack alert

Implementation timeline and requirements

• Time: 1–2 weeks to connect CRM, document system, and build alert/reporting logic

• Team: RevOps lead, CRM admin, optionally one dev for API-based webhook triggers

• Ongoing effort: Light, mostly dashboard tuning and coaching enablement

• Results: smarter follow-ups, better coaching

Sales teams that tap into document engagement data see better execution and more effective reps:

• Faster follow-up decisions: Reps know exactly when and how to reach out, eliminating guesswork.

• Better coaching moments: Managers can spot patterns, like which reps’ proposals get low engagement, and offer targeted guidance.

• Higher conversion rates: Personalizing follow-up based on buyer behavior leads to more signed deals.

By pulling behavior data into your CRM or BI tool, your team gets the full picture, and can take action fast.

Ready to use document intelligence for real-time sales coaching? Contact our team for a free demo or try our API Sandbox for free.