HOW WORKATO USED GONG INSIGHTS TO PIVOT DURING COVID-19 AND HIT 102% OF PLAN

  • 1 December 2021
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HOW WORKATO USED GONG INSIGHTS TO PIVOT DURING COVID-19 AND HIT 102% OF PLAN

Workato is the single platform to integrate anything and automate everything. It is an Enterprise Automation platform that enables both business and IT to drive business outcomes by listening to and taking actions on business events.

 

As a company in hypergrowth, Workato knew it was time to stop relying on anecdotal data. And, as Bhaskar Roy, Head of Growth and Marketing at ​Workato​, wisely stated, “You can’t make practical changes based on anecdotal data.”

 

Before Gong, the truth always lived somewhere between “one sales rep said this; another said that.” It became a real challenge to effectively — and accurately — track demand generation and see the full funnel.

 

This uncertainty didn’t sit well with Bhaskar, whose marketing team is driven by the number of opportunities it generates.

 

Note: While all Marketing and Sales teams — in theory — work hand-in-hand, Bhaskar believes the two teams at Workato are uniquely aligned because a core marketing metric, the data point everyone on his team is working towards, is “how much they are adding to the pipeline.” This, in Bhaskar’s words, is what creates “a true partnership.”

 

The team was ready for a change.

 

THE CHALLENGE

As COVID-19 hit the market, Workato needed to pivot quickly to hit its goals. Its reliance on anecdotal evidence made it hard to track demand generation and get full visibility into its pipeline.

 

THE SOLUTION

  • Trackers to see what was top of mind for prospects (budget and timing) so reps could raise these issues on the first call

  • Competitive intelligence from calls to create battlecards with a Gong/Slack/Salesforce/Workbot integration

  • Salesforce and Gong Integration to update the meeting-attended rate in CRM and quantify the Marketing and Growth team’s impact

  • Data analysis of all recorded calls to further optimize the sales and marketing process

 


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