How Mixmax launched Meeting Copilot faster with Recall.ai

Executive Summary

Challenge

Mixmax wanted to bring meeting data into the context it already collected from email, calendars, and CRM systems.

They first tried to build the recording and transcription infrastructure through their own Chrome extension. Although they had strong expertise in that area, the solution was not as reliable or robust as they needed it to be.

Getting it there would have meant spending more engineering time tracking down edge cases across different customer setups. The infrastructure was important, but it was not what made the product distinctive.

Solution

Mixmax chose Recall.ai to power Meeting Copilot, their third product offering.

Recall.ai handles the meeting recording and transcription. The Mixmax team then combines that data with email, calendar, and CRM context to recommend the next best action for each sales rep.

Because the documentation was clear and the integration fit easily into their existing product, Olof and the team were able to move forward without taking on another complex infrastructure project.

Results

By using Recall.ai, Mixmax:

• Brought a new product to market faster
• Moved away from an in-house solution that was not reliable enough
• Avoided spending engineering time on long-tail meeting capture issues
• Kept its focus on proprietary AI and sales recommendations
• Added meeting context to its existing email, calendar, and CRM data
• Chose infrastructure with the strongest track record of reliability and longevity

Mixmax wanted to focus on what makes its product distinctive

Mixmax helps sales teams move deals forward by combining context from email, calendars, CRM systems, and meetings.

The company uses that information to recommend the next best action for a sales representative, including drafting a follow-up based on what happened during a meeting or prompting a representative when a customer has not responded.

Meeting data was an important addition to that context, but capturing the meeting was not the part of the product Mixmax wanted to differentiate on.

“The overall meeting recording infrastructure is not what’s unique and distinctive about Mixmax,” said Olof Mathé, CEO and co-founder of Mixmax. “What’s unique and distinctive about Mixmax is what we put through our proprietary AI and the next best actions that we surface for reps.”

Mixmax wanted its engineering team working on those actions and insights rather than the infrastructure required to record and transcribe meetings.

Mixmax tried building in-house, but the infrastructure was not reliable enough

Mixmax did not move directly to an external provider.

Because the company had significant expertise building Chrome extensions, they initially believed it could add meeting recording through its existing extension.

“We actually started by building our own infrastructure for recording and transcribing calls, and that turned out to not be as reliable and robust as we wanted,” Mathé said.

The team encountered quirks and reliability problems across different user configurations. Addressing them would have meant investing engineering time in increasingly uncommon edge cases.

Mixmax had to decide whether it wanted to make solving those issues an ongoing internal responsibility or rely on a company whose core business was meeting capture infrastructure.

The company chose the latter.

“We were debating how much we wanted to invest our own time and money in ironing out the nth percentile of long-tail issues that come with people’s various setups versus relying on a partner whose full-time job is to iron out those quirks,” Mathé said.

Recall.ai helped Mixmax bring a third product to market faster

Recall.ai allowed Mixmax to add Meeting Copilot as its third product offering without first building a production-ready meeting recording system.

Meeting Copilot uses Recall.ai to record meetings and provide transcripts. Mixmax feeds that data into its AI alongside the customer context it already has from email, calendars, and CRM systems.

“Recall.ai has enabled us to go to market faster with a new product and provide more value to customers faster than we otherwise would have been able to,” Mathé said.

Meeting data made Mixmax’s existing context more complete. Because the product can understand what happened during a meeting, it can generate more relevant follow-ups and recommend better next steps.

Recall.ai handles the capture layer. Mixmax focuses on turning the resulting data into useful actions for sales teams.

Clear documentation made the integration straightforward

Mixmax had already built part of the surrounding product infrastructure before adopting Recall.ai.

That made it important for the service to fit into the company’s existing stack without requiring a lengthy or complicated integration.

“Our experience with Recall.ai has been very smooth from start to finish,” Mathé said. “The documentation was very clear, and since we had partly tried to build our own infrastructure, it was really easy to slot in with the rest of the scaffolding that our product required.”

Recall.ai gave Mixmax the meeting infrastructure it needed without requiring the team to assemble and maintain a collection of low-level components.

Choosing meeting infrastructure is just like any other core infrastructure

Mixmax viewed meeting capture as infrastructure, not something it needed to own at every level. Olof compared the decision to choosing whether to host your own database: a company may be capable of building the infrastructure itself, but that does not make it the best use of engineering resources.

Like a database, storage provider, or compute platform, meeting infrastructure needs to be reliable, well documented, and supported by a company you expect to be around for years. The infrastructure is critical, but the advantage comes from what you build on top of it.

“To me, the key question was: Is this infrastructure critical for you to own as a business?” Olof said. “You need to figure out what part of the stack is critical for you to have in-house expertise on versus what you are happy to work with someone else on.”

For Mixmax, meeting recording was essential to Meeting Copilot, but it was not the company’s core value proposition.

Recall.ai’s reliability and track record mattered

Once Mixmax decided not to maintain meeting capture internally, it evaluated Recall.ai against other providers.

Reliability was especially important because Mixmax was building a key product offering on top of the service. The company needed confidence not only in the infrastructure’s current performance, but also in the vendor’s ability to support that infrastructure over time.

“What drove us to Recall.ai over one of their competitors was the reliability and our take on the longevity of Recall.ai as a company,” Mathé said. “Some of the alternatives in the market just do not have the same track record of reliability or do not seem to have the same long-term prospects as Recall.ai.”

For Mixmax, selecting an infrastructure provider was not only a comparison of features. It was a decision about which company it could rely on for a foundational part of its product.

Recall.ai handles meeting capture so Mixmax can improve sales execution

Using Recall.ai allowed Mixmax to stop investing in meeting capture infrastructure that was not reliable enough and was not central to what made the product different. Its engineering team could instead focus on combining meeting data with email, calendar, and CRM context and turning that information into better recommendations for sales reps.

The team had the technical expertise to continue improving its own recording infrastructure. But doing so would have meant spending more time on reliability problems, customer-specific edge cases, and infrastructure maintenance. By building on Recall.ai, they chose a provider with a longer track record, clear documentation, and a team focused on solving the complexities of meeting capture.

“If your core value proposition is not the actual meeting recording, then you should absolutely work with Recall.ai,” Olof said.

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