What's a Custom Brief?
Briefs gives reps a quick snapshot before they jump on a call or review an account. Out of the box, Hook already provides:
External news - what's happening publicly with the account
Prepare me for my next meeting - a pre-call summary based on recent activity and priorities
Account plan - a high-level view of the account's status and what reps should focus on
Renewal likelihood - explaining the ML-powered score, telling you why an account is at risk or healthy and what has caused any recent changes (if enabled)
Custom briefs let you go further. As an admin, you can build briefs that pull from your own data - emails, calls, signals, usage, CRM history - and roll them out across your team so every rep is working from the same playbook.
Instead of reps cobbling things together from three different tools before a call, they open Hook and it's already done.
Why Custom Briefs are powerful
A lot of teams are already using ChatGPT or Gemini to prep for calls and review accounts. These tools on their own often lack crucial customer context. They don't know what your reps have been talking to their customers about, what signals have been firing, or that a key contact went quiet three weeks ago.
Hook does. Custom briefs are how you operationalise that across your whole team consistently, without relying on individual reps to figure it out themselves.
Example Use Cases
Executive briefing template Before a senior stakeholder joins a customer call, give them a focused view of what matters: relationship health, recent wins, open risks, and key contacts. No wall of CRM notes, no manual prep.
QBR preparation: Pull together usage highlights, key milestones, customer praise from communications, and any open risks all framed for a business review conversation.
Qualifying champion quality (MEDDIC / MEDPICC / SPICED): Ask the brief to assess your accounts against your sales or CS methodology. For example: "Based on what we know about this account, do we have a champion? Who have we been engaging with, and who should we be building relationships with?" Hook can identify whether a champion exists based on your interaction data.
Competitive intelligence Surface any mentions of competitors across calls, emails, and notes so reps walk into conversations knowing where they stand - without having to dig through recordings manually.
Onboarding progress tracking For CS teams: a brief that assesses how new customers are tracking against typical onboarding milestones, flags engagement drop-off, and surfaces open items from recent calls. Gives CSMs a consistent starting point for every check-in.
Ready to build your first one?
Custom briefs take a few minutes to set up and can be deployed across your whole team → follow instructions in this article to create your first custom brief