Gong customer for 6 months, have had a small team for 2 months; looking to do a one-time system clean-up and onboarding.
I am planning a thorough review of all recordings (about 125) with a mostly new sales and marketing team. These recordings range from discovery to demo and a handful of fast deal cycles.
Many of the calls from February and March were more marketing related discovery calls that we now have product to sell to, so some opportunities are out there right now that we can unlock.
Draft plan says we partner with Product & Engineering and pair up 10 pairs of 2, one member from a customer facing role and one from a product creation role. The team gets an even share of gong calls to review.
In this review, we will teach the team how to:
-Identify competitors and tag them with #competitor-name
-Watch out for, and snip, great questions that lead to engaging and informative answers from the customer.
-Watch out for, and snip, great WOW moments where customers express jaw drop (literally) or an outburst of volume like WHOA
-Watch out for, and snip, questions or techniques that chewed up a lot of time, but did not delivery much information, insight, or build a relationship in return.
-Provide clarity in key moments by commenting with more up to date knowledge (primarily Product & Engineering commenting on language used, and questions asked by customers)
-Identify patterns in calls using data
Coming out of this exercise, we hope:
-Product builders have customer voices ringing in their head.
-Product builders see how key features perform in demos or how to’s
-Product builders identify language that does not accurately reflect product design
-Product builders know how to score calls and which calls to listen to on an ongoing basis
-Sales & Marketers identify patterns in winning moments
-Sales & Marketers snip key moments they want to be able to own in their own messaging / talk tracks
-Sales & Marketers get familiar coaching (and being coached) on platform
-Sales & Marketers ‘wake the dead’ and create opportunities with previous marketing research discovery calls (pre-product)
Administratively, we aim to cleanup:
-Every recording on chorus and loom is uploaded to Gong and attached to deals.
-Every call recorded, but not in salesforce is entered, and opportunity is sync’d manually when needed.
-Every Gong recording name matches opportunity name in SFDC, unless discovery qual-out then ‘| Discovery call’
-We seed our library of key moments with obvious standout moments as a baseline to use for onboarding and coaching.
Sorry for the length, now for the questions:
1). If I am committed to “touching every call” as described above, what else would you do administratively, content wise, or other?
2). Based on the above, is there a known guide for new teams that need to divide and consume large amounts of Discovery & Demo calls in a short period of time?
3). Stretch question - once we establish key questions can we setup trackers for phrases that auto-deliver a Y/N to SFDC as to whether it happened or not? (would be nice for this to drive which calls to coach in future state)