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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)

@Ewing Gillaspy, you have a great plan. Some comments to help.

 

1). If I am committed to “touching every call” as described above, what else would you do administratively, content wise, or other?

I think it's noble, but arguably overkill, to listen and review every call.  I would suggest sampling a percentage of calls from each major call type discovery,  demo, fast sales cycles etc. and then use trackers and call categories to find interesting calls and trends.

 

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?

I would use the power of Gong and create a Discovery Call Category and a Demo Call Category and see what is being discussed in these calls using Trackers (on the Team Tab). Tweak/ create your trackers based on what you find to hone the results.

I would also look at Interaction stats (also on the Team tab) to see if there are any areas of improvement (talk time, interactivity, etc.) for calls (especially demos which have a tendency to get one-sided) 

 

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)

Yes. You can get the data from Gong to Salesforce using Gong for Salesforce. It does not come over as a Y/N but you workflow that in Salesforce to derive it that way using native Salesforce approaches.

 

Other: 

"-Every Gong recording name matches opportunity name in SFDC, unless discovery qual-out then ‘| Discovery call’"

This seems like a lot of work as you know the recording name defaults to the Calendar invite subject line, which I think is more meaningful than somehow matching it to the opportunity name.  We like to see companies having a good meeting naming convention so that recording titles are helpful. E.g. 

  •  Topia.io | Acme Discovery
  •  Topia.io | Acme Demo
  •  Topia.io | Acme Pricing Discussion 

and not invites like

  • Dan - Steve touch base
  • Topia.io - Acme

 

Hope this helps.

 

Andrew.

 

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