ZRA Just Got a Major Upgrade — Here Is How to Actually Get Value Out of It
ZRA is not the same tool it was six months ago. And honestly, most people have not caught up yet.
I have been knee-deep in ZRA conversations lately and I want to share what changed, where the real value is, and the gaps that keep getting in the way.
So What Changed?
Zoom acquired Common Room in July. In September we launched the AI-powered Revenue OS. ZRA is now part of a full lifecycle revenue engine — identify warm leads, engage and build pipeline, coach reps on real conversations, and close and forecast deals with CRM-powered intelligence. All under one roof.
Three tiers now — Essentials (the ZRA you know), Premium (adds AI Sales Assist, AI Roleplay, and AskZRA with tokens), and Elite (full Revenue OS with Engage and Forecast). Existing customers sit on Essentials and can trial the AI tools today.
Quick callout on AskZRA — this one is flying under the radar. You can query all your conversations. Trending topics, customer references, competitive mentions, whatever. Think of it as a language model built on your go-to-market conversations. Most people do not even know it is there.
Where the Value Actually Is
When ZRA is properly activated, the results are hard to ignore:
- 3.7M conversations captured in two weeks — intelligence flowing into coaching, CRM, and analytics without reps lifting a finger.
- Automated scorecards on every call — reps scored on methodology, competitive handling, pitch delivery. Managers coach from data, not gut feel.
- Deal risk signals tuned to each business — one customer flags deals stalled beyond 2 days, another at 30. ZRA adapts to how they sell.
- Competitive intelligence built in — track every conversation mentioning a competitor. One customer found a third of their calls were about a single competitor and built a play around it.
The Gaps Holding People Back
Here is the honest part. Most customers are barely scratching the surface:
- They treat it like a meeting recorder. Auto-record on, glance at a summary, done. Scorecards, analytics, indicators — all untouched. Nobody showed them what else it does.
- CRM export is off. They think it eats Salesforce storage. It does not — it is just text fields. Five minutes to flip on, unlocks half the value of deal intelligence.
- Nobody owns it. IT set it up, RevOps has concerns, sales wants coaching, and none of them are talking to each other. Get them in one room and the blockers disappear.
- 75% of support tickets are setup-related. Not product issues. The tool works — it just needs to be properly configured.
Three Moves You Can Make Today
- Turn on team digests. One toggle. Leadership gets an AI summary in their inbox every morning.
- Flip on CRM export. Five-minute fix. Deal intelligence flows into Salesforce dashboards overnight.
- Find the real owner. Ask: "Who manages ZRA in your business?" If it is still the IT admin who set it up a year ago, bring RevOps to the table.
What are you doing with ZRA today? What is holding you back? Drop it in the comments — let us figure it out together.