How to set up Demodesk AI agents with MEDIC qualification framework and HubSpot integration

What and why

This guide covers setting up all four Demodesk AI agents — AI Assistant, AI Coach, AI CRM Concierge, and Deal Insights — with the MEDIC qualification framework and HubSpot. Once configured, every sales call is automatically summarized, scored against MEDIC, and synced to HubSpot without rep effort. Clean pipeline, consistent coaching, from day one.

Who this is for

RevOps managers and sales leaders running HubSpot who use MEDIC (or a similar framework) and want AI agents to handle CRM updates, coaching, and deal health scoring automatically.

Prerequisites

• A Demodesk admin account with company-wide settings access
• HubSpot admin access (to grant write permissions during the OAuth flow)
• Your MEDIC scorecard definition or your team's qualification criteria
• A list of brand names, product names, or technical terms your reps mention on calls
• SSO provider details if you plan to enforce SSO

Steps

1. Connect HubSpot with write permissions— Go to Settings → Integrations → CRM, select HubSpot, and authorize the connection. When prompted, grant write access — read-only blocks the AI CRM Concierge from updating fields. Confirm the connection shows as active before moving on.
2. Configure meeting sync to avoid duplicates— In the HubSpot integration settings, set the meeting sync behavior so Demodesk does not create duplicate meeting records when HubSpot already has the calendar event. This is the most common source of CRM clutter after go-live. Get it right before reps start recording.
3. Set company-wide preferences— Open Settings → Company and configure:
   • Notetaker lobby behavior: decide whether the Notetaker waits in the lobby for host admission or joins directly. For external prospect calls, lobby admission is the safer default.
   • SSO enforcement: turn on SSO-only login if your IT team requires it. Once enforced, all users must log in via your identity provider.
   • Recording retention: pick a retention window (12 hours to 1 year). Bookmarked recordings are excluded from auto-deletion, which satisfies most works council and DPO requirements.
4. Set up AI Assistant for MEDIC summaries— Go to Agents → Automations and open the AI Assistant. Under the summary template, switch from the default summary to a MEDIC-structured format with sections for Metrics, Economic Buyer, Decision Criteria, Decision Process, Identified Pain, and Champion. Every post-call summary follows this structure, ready to paste into HubSpot deal notes.
5. Configure AI Coach with a MEDIC scorecard— Still under Agents → Automations, open the AI Coach and go to Scorecards. Create a new scorecard with one criterion per MEDIC letter. For each criterion, define what “met” looks like — for example, “Rep confirmed a quantified business metric tied to the pain.” Assign the scorecard to the relevant meeting types or teams. Every recorded call is scored automatically within minutes of the call ending.
6. Set up AI CRM Concierge with approval workflow— Open the AI CRM Concierge under Agents → Automations. Map HubSpot deal fields to MEDIC categories — for example, custom property “Economic Buyer” → MEDIC “E.” Turn on the approval workflow so reps preview and edit field updates via AI chat before anything syncs to HubSpot. This is the human-in-the-loop step that turns “AI guessed wrong” into “rep approved.” Deal selection is auto-detected from meeting attendees. Reps can manually reassign if Demodesk picks the wrong deal.
7. Activate Deal Insights for deal health scoring— Under Agents → Automations, turn on Deal Insights. Configure which deal stages to score and which risk signals matter most to your team: champion gone quiet, no next step set, competitor mentioned, single-threaded deal. Deal health and risk flags appear in HubSpot so AEs and managers see them where they already work.
8. Add custom vocabulary— Go to AI Settings → Custom Vocabulary and add up to 120 characters of brand names, product names, and technical terms your reps use on calls. This trains the transcription engine to spell them correctly — “ProductX” instead of “product X,” “MEDIC” instead of “medic.”
9. Set language preferences— In the same area, configure the host language and the transcript language separately. If your rep speaks German with an English-speaking prospect, you can record in German and transcribe to English, or keep both in the original language. Demodesk supports 98 languages.
10. Customize skills without prompt engineering— Go to Agents → Skills to browse the built-in skills (formerly “Prompts”). To adjust one, open it and describe in plain language what you want changed — for example, “Always include the prospect's stated timeline in the summary.” The AI updates the skill for you.

Tips

• Pilot with 5–10 power users first. Roll out to one team, gather feedback on the MEDIC scorecard, then expand. Adoption spreads faster from peer recommendation than top-down mandate.
• Share the 70–80% recording rate benchmark with your team. It sets the right expectation early.
• Review the AI CRM Concierge approval queue weekly for the first month. Patterns in rep edits show which field mappings need tweaking.
• Bookmark coaching-worthy calls. Bookmarked recordings survive your retention policy, so you keep a library of teaching examples without breaking compliance.
• Re-run a sample call through your MEDIC scorecard after any criterion edit. Confirms scoring behaves as intended before reps see new scores.

Related skills and agents

• Marketplace: MEDIC qualification skills
• AI Coach product page
• AI CRM Concierge product page
• AI Sales Assistant product page