The Sellfire MCP server connects Claude to your Sellfire workspace, so the work that used to mean digging through dashboards and call recordings now happens in plain conversation. Ask a question — get the answer, with the calls, metrics, and context already pulled together.
Coach faster
Get a complete coaching read on any rep from a single question — performance against your top performer, the calls that prove the point, and a ready-to-share action plan.
Never miss a struggling rep
Ask for a team health check and Claude surfaces the two or three people who need your attention this week — with the specific metric gap behind each.
Understand any call in seconds
Pull a transcript, a stage-by-stage breakdown, and the AI summary on demand — no scrubbing through recordings to find the moment that mattered.
Onboard clients in minutes
Turn a new client's intake answers into a personalized, ready-to-run cold-call script built on Sellfire's proven template.
Read-only by default. The only actions that change your data are adding coaching notes and creating or updating Impact Plans — and Claude always confirms with you first.
Built for the people who coach and run the floor. This integration is designed for Sales Managers and Admins. Individual reps do their work in the Sellfire app and on the phones — they don't need a Claude connection.
Find your path
Choose your track
What you can do depends on your Sellfire role. Pick the track that fits you — each one lists the tools, playbooks, and everyday workflows you'll reach for most.
Connecting takes about two minutes. You'll add Sellfire as a custom connector in Claude, sign in with your Sellfire account, and approve access. Follow the steps below.
Add Sellfire to Claude
One click on Claude web — opens the connector dialog with the Sellfire server URL pre-filled. Prefer to do it by hand? Follow the steps below.
Open the connector settings in Claude
In Claude — on web (claude.ai), Desktop, or Claude Code — go to Settings → Connectors and choose Add custom connector.
Enter the Sellfire server URL
Paste the remote server URL exactly as shown and save:
https://mcp.sellfire-edge.com/mcp
Sign in to Sellfire
Claude opens Sellfire's OAuth flow. Sign in with your Sellfire account — or, if you're already signed in to the Sellfire web app, simply approve the connection.
Approve access
Claude connects securely and acts on your behalf with your permissions — nothing more. The tools your role unlocks appear in Claude right away.
Start asking
You're connected. Try "Show me last week's calls for my team" or "Run a team health check" to confirm everything is working.
Connection details
Server URL
https://mcp.sellfire-edge.com/mcp
Transport
Streamable HTTP (remote, hosted on Cloudflare)
Authentication
OAuth 2.0 — you authenticate as your Sellfire identity
Permissions
The connector acts on your behalf, scoped to your role
Data safety
Read-only by default; writes always require your confirmation
Tool not showing up? If a tool you expected isn't there, your Sellfire role probably doesn't include it — Sales Managers and Admins get the coaching toolkit. Check your role with your Sellfire admin.
Track · Sales Manager
If you're a Sales Manager
You coach a team of SDRs and AEs. Everything here is built to help you find the moments worth coaching, understand them fast, and turn them into plans your reps can act on.
Your toolkit
Calls, transcripts, AI summaries, and the named stages of any recorded call
Timestamped coaching notes you can add right on a call
Rep and team performance, measured against your top performer or team average
Metric drill-downs — the actual calls behind any number
Impact Plans you can create, update, and track over time
AI coaching suggestions tuned to the metric you want to move
Leads, their full activity timelines, and closed deals
Your playbooks
Pre-packaged workflows you launch as slash commands in Claude Code:
Coaching knowledge Claude can pull into any conversation — just ask for it by name:
Metric definitions and the Sellfire roles reference
The cold-call and demo-call 5-stage coaching guides
The Sellfire cold-call script template
The Sales Lab Scripting evaluation framework
Day-to-day workflows
The most common things coaches do with Claude. Each combines a few tools in sequence — just describe the goal and Claude runs the steps.
Coach a specific rep
When you want a complete coaching read on one rep and an action plan to share.
Find the rep by name and pull their performance snapshot (last week or month) vs. the top performer.
Ask for illustrative calls where they struggled or excelled on your focus metric.
Ask Claude for an AI coaching suggestion tuned to that metric.
Create an Impact Plan with action items and the calls attached as examples.
Review team health
For your regular review of who needs attention.
Ask for the team's performance for the last week or month.
Have Claude flag outliers — Tier 3 reps, the largest negative gaps, or reps in their first 90 days.
Drill into the specific calls behind a metric for anyone who stands out.
Investigate a single call
When something happened on a call and you want to understand it before talking to the rep.
Pull the call by ID or by searching (rep + date + outcome).
Walk through the transcript, stage timeline, and AI summary.
Review existing coaching notes.
Add a new coaching note at the timestamp where you spotted the issue.
Track a lead's journey
When you want to know everything that's happened with a prospect.
Pull the lead's profile.
List the full activity timeline — every call, email, SMS, disposition, and status change in order.
Drill into any individual touchpoint for full context.
Review closed deals & generate scripts
For deal-flow reviews — and for spinning up cold-call scripts during onboarding.
List sales for a rep, lead, or date range, then pull deal-level detail (items, terms, prepayment, CRM links).
To generate a script: paste a client's Q1–Q10 intake answers and ask Claude to build one from Sellfire's template.
Try saying…
"Give me a coaching report on Marcus for last month." "Run a team health check for last week — who needs my attention?" "Pull Dana's three lowest set-rate cold calls and walk me through what went wrong." "Create an Impact Plan for Priya focused on hold rate, with those two no-show calls attached." "Show me everything that's happened with the Acme Dental lead, in order."
Track · Admin
If you're an Admin
You can do everything a Sales Manager can — all the calls, coaching, Impact Plans, and playbooks above — plus org-wide analysis for seeing the whole floor at once.
Your extra toolkit
The full user roster — every rep with role, team, and status
Raw metric exports across weeks and months
Performance tier history, month by month
Time-series trend data for any metric, by rep
Day-to-day workflows
On top of every Sales Manager workflow, these help you manage the whole org.
Audit the roster
When you need a clean list of who's actually on the floor.
Pull the full user roster with role, team, and status.
Spot Sellfire support accounts (internal staff, not your reps) so they don't skew rankings.
Hand specific reps off to their Sales Managers for coaching.
Spot trends over time
For seeing where a rep or the floor is heading, not just where they are today.
Choose the metrics, reps, and time frame you care about.
Get time-series trend data — one point per week or month.
Compare trajectories to find who's accelerating and who's slipping.
Track tier movement
For quarterly reviews and promotion decisions.
Pull tier history for your reps, month by month.
See who moved up or down between Tier 1, 2, and 3.
Pair it with a team health check to explain the movement.
Export the raw numbers
For reporting and data work outside the coaching frame.
Pull raw performance aggregation records for any set of reps and periods.
Resolve names and teams from the roster.
Hand the numbers off to your own reporting.
Try saying…
"List all active reps grouped by team, and flag any Sellfire support accounts." "Chart close rate by rep for the last three months, weekly." "Which reps moved up or down a tier over the last quarter?" "Run a team health check across the whole org — which teams are trending down?"
Claude Code only
Built-in playbooks
These are pre-packaged workflows the server ships with — think of them as MCP-hosted skills. In Claude Code, invoke them as slash commands using the pattern /mcp__sellfire__<prompt-name>.
A full coaching report for one rep. Provide: rep ID, optional period (week/month). Get: metric gaps, current & historical tier, AI suggestion, recommended action items.
team-health-check
A team-wide pulse check. Provide: optional team ID & period. Get: a short list of 2–3 reps to focus on with the specific metric gaps driving each.
investigate-call
A deep-dive review of one call. Provide: the call ID. Get: metadata, transcript, stage timeline, AI summary, and existing notes — top to bottom.
generate-cold-call-script
A personalized script. Provide: the client's Q1–Q10 intake answers. Get: a full script tailored to their industry, DM, competitors, and value props.
Claude Code only
Built-in coaching knowledge
Claude can pull these reference materials into the conversation on demand. You don't need to memorize their names — just ask for "the Sellfire metric definitions" or "the cold call stages guide" and Claude loads them.
Resource
What it covers
Roles reference
Every Sellfire role — what each does, which metrics to coach against, and how to recognize internal support accounts.
Metric definitions
The full formula and value type for every metric Sellfire tracks — win, DM connect/set rate, hold rate, close rate, revenue, dials, plus supporting activity metrics.
Cold call 5-stage guide
Theory and target KPI for each stage: Gatekeeper Intro, DM Intro, 30-Second Pitch, Setting the Demo, Confirming the Demo.
Demo call 5-stage guide
Theory for each demo stage: Cover/Agenda/Needs Analysis, Credibility, Product, Timeline/Trial Close, Pricing/Transition to Close.
Cold-call script template
The verbatim Sellfire cold-call script — all eight sections including objection rebuttals — used as the base for personalized scripts.
Sales Lab Scripting framework
The evaluation framework from Sales Lab Scripting (Hodson & Mahar): three pillars, the two-call structure, prospect types A/B/F, and a scoring rubric.
Compatibility
What works in which client
The server offers three kinds of capability — tools, resources (the reference shelf), and prompts (the playbooks). Which ones you can use depends on the Claude client you connect from.
Capability
Claude chat (claude.ai, Desktop)
Claude Code
Tools
Yes
Yes
Resources (reference shelf)
Not supported
Yes
Prompts (playbooks)
Not supported
Yes — slash commands /mcp__sellfire__<name>
In the Claude chat interface you work entirely through tools — just describe what you want and Claude calls the right one. In Claude Code you additionally get the coaching reference shelf and the built-in playbooks.
Playbooks behave like skills, but they're served by the MCP server and are reachable in Claude Code via slash commands of the form /mcp__sellfire__<name> — for example /mcp__sellfire__generate-cold-call-script.
Reference
Tool reference
Every individual capability the server exposes, grouped by what it helps you do. Tools marked WRITE change data; all others are read-only.
Calls & transcripts
Tool
What it does
Who
list_calls
Search and filter calls by rep, team, date, outcome, who was reached, channel, or duration.
Sales Manager · Admin
get_call
Core metadata for one or several calls: lead, rep, disposition, duration, recording link.
Sales Manager · Admin
get_call_transcript
Full transcript with speaker names and timestamps; reports if it's ready, processing, or failed.
Sales Manager · Admin
get_call_summary
Sellfire's AI-generated summary points for a call (or several at once).
Sales Manager · Admin
get_call_segments
The named timeline stages of a call with start/end timestamps.
Sales Manager · Admin
get_call_theory_analysis
Pre-computed pass/fail evaluations against Sellfire's methodology, with coaching notes and transcript pointers.
Sales Manager · Admin
get_call_notes
Lists existing coaching notes on a call with timestamps.
Sales Manager · Admin
add_coaching_noteWRITE
Add a new timestamped coaching note onto a call, or update an existing one.
Sales Manager · Admin
Performance & dashboards
Tool
What it does
Who
get_rep_performance
One rep's metric snapshot (week/month) vs. team average, top performer, or prior period.
Sales Manager · Admin
get_team_performance
Side-by-side metrics for every rep on a team or org, with tier info and optional top-performer gaps.
Sales Manager · Admin
get_dashboard_calls
The actual calls that fed into a specific metric — the dashboard drill-down.
Sales Manager · Admin
Impact Plans (coaching plans)
Tool
What it does
Who
list_impact_plans
List existing plans, filtered by rep, team, focus metric, or creation date.
Sales Manager · Admin
get_impact_plan
Full detail on one plan — focus, action items, attached calls, notes, completion status.
Sales Manager · Admin
create_impact_planWRITE
Create a new plan for a rep. Claude confirms before saving.
Sales Manager · Admin
update_impact_planWRITE
Update an existing plan — focus, action items, attached calls, notes. Confirms before saving.
Sales Manager · Admin
get_coaching_suggestion
AI-generated coaching narrative for a rep, focused on a specific metric.
Sales Manager · Admin
Leads & activities
Tool
What it does
Who
get_lead
A lead's full profile — business name, contact, industry, source, phase, owning rep, lifecycle dates.
Sales Manager · Admin
list_lead_activities
The full activity timeline for a lead, in reverse chronological order.
Sales Manager · Admin
get_activity
Full context for a single activity — channel, disposition, notes, email/SMS body, attached call.
Sales Manager · Admin
Sales & analysis
Tool
What it does
Who
list_sales
List closed deals, filtered by closing rep or lead; sortable by created/updated date.
Full user roster — name, email, role, team, status.
Admin
list_rep_metrics
Raw performance aggregation records across periods — numbers without coaching framing.
Admin
get_performance_tiers
Tier history for reps, with month-by-month detail.
Admin
get_data_explorer
Time-series trend data for any metric by rep — choose granularity, time frame, and metrics.
Admin
Reading the answers
Understanding the metrics
A short glossary so you can read Claude's answers correctly. Claude can also pull in the full metric definitions resource on request.
The seven core coaching metrics
win
Appointments booked. A count, not a rate.
dm_connect_rate
Share of outbound effort that reached a decision maker. A rate 0–1.
dm_set_rate
Share of DM connects that resulted in a demo set. A rate 0–1.
hold_rate
Share of set demos that actually held (showed up). A rate 0–1.
close_rate
Share of held demos that converted to a sale. A rate 0–1.
revenue
Dollar value of closed deals in the period.
dials
Outbound dial volume. A count.
Tiers
Tier 1 — top third of the org
Tier 2 — middle third
Tier 3 — bottom third
Pre-90-days — too new to tier (less than 90 days of data)
How comparison gaps work
When Claude reports a "gap" or "percentage change" — for example, a rep at −54% versus the top performer — that number is a relative percentage change, not percentage points.
A rep at 0.23 close rate vs. a top performer at 0.50 has a gap of (0.23 − 0.50) ÷ 0.50 × 100 = −54%. That means the rep is 54% below the baseline — not 54 percentage points behind.
Tips for asking Claude effectively
Mention rep names, not IDs. Claude looks up reps by name and passes the right ID into other tools — no UUIDs to copy.
Be specific about time windows. "Last week" and "last month" are the two periods most tools support; trend data also accepts "last 4 weeks," "last 3 months," "this year," or explicit dates.
Reference call IDs from earlier in the chat. Say "look at the second one" or "the call with the SetDemoWithDM disposition" and Claude uses the right ID.
Confirm writes. Creating or updating an Impact Plan (and adding notes) are the only changes that write to your data — Claude pauses to ask first.
Ask for a playbook by name. "Run the coaching report on Jane" or "do a team health check" triggers the built-in prompts.
Good to know
What this server does not do
To set expectations clearly:
It does not change rep assignments, team membership, or org settings. Those still happen in the Sellfire web app.
It does not initiate calls, send emails, or take actions in the app on your behalf. It only reads — plus adds coaching notes and Impact Plans.
It is read-only for everything except coaching notes and Impact Plans. Even within those, Claude confirms before writing.
It cannot bypass your Sellfire permissions. If your role can't see a tool, it won't appear — Claude can't do anything your Sellfire role can't.
Ready to connect?
Add the custom connector in Claude, sign in with your Sellfire account, and start coaching in conversation.
https://mcp.sellfire-edge.com/mcp
Need a hand? Reach out to your Sellfire account team or admin — they can confirm your role grants the tools you're after.
mcp.sellfire-edge.com/mcp
Sellfire, Inc. · Customer Setup & Capabilities Guide