At Intercom, the company has developed an email coaching framework called GEMS to help its sales team achieve best-in-class written communication. The framework is designed to coach sales reps on how to craft effective emails that engage and convince prospects of solving their problems. According to data from Gong, email velocity - the number of emails exchanged between a salesperson and prospect in a given time period - is a key indicator of whether a deal will close. The company's mission is to "make internet business personal" through timely and well-constructed emails that introduce solutions and show understanding of prospects' pain points. Effective email coaching is critical for closing roles, as it helps create confidence with prospects and sets clear expectations from the beginning. Intercom uses a variation of the GEMS framework to guide email coaching across its team, including setting standards for good email looks, enabling tools to support consistency, and tracking metrics such as opportunity conversion and follow-up times. By applying this framework, teams can deliver high-quality emails that differentiate them in the sales process.