Gong Case Studies Drift Uses Gong’s “Goldmine of Data” to Increase Sales Productivity

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	Drift Uses Gong’s “Goldmine of Data” to Increase Sales Productivity Gong

Drift Uses Gong’s “Goldmine of Data” to Increase Sales Productivity

Gong

Technology Category	Analytics & Modeling - Real Time Analytics
Applicable Functions	Sales & Marketing
Use Cases	Predictive Quality Analytics
Services	Data Science Services
Challenge	Drift, a conversational marketing platform, was experiencing hypergrowth. With the expansion of its team, product, and customer base, the potential for redundancies and inefficiencies increased. The leadership team was spending countless hours on phone calls with sales reps and prospects, trying to understand what was and was not working. There was no consistency around pitches or coaching new reps. The lack of clarity was not limited to the Sales Team. Drift’s Product Marketing Manager, Daphne Funston, would hear different issues from the customer when they spoke with the CSM and the product team. The Drift team needed a solution quickly. Read More
About Customer	Drift is the first conversational marketing platform and is the new way businesses buy from businesses. While building an enduring company and a platform that emphasizes the value of human interactions and connection, Drift puts the customer at the center of everything it does. The company is headquartered in Boston, MA, and was founded in 2015. The company size is around 350, with a sales team size of 70. The company operates in the Marketing and Sales Technology industry. Read More
Solution	Drift originally purchased Gong to help make the Sales team more efficient. However, it was quickly discovered that other teams at Drift could also benefit from Gong. Gong is now used in marketing, product, and customer success. The cross-department collaboration — sharing calls and prospect/customer insights across teams is what has made Gong part of every Drift team member’s daily routine. Gong has nearly eliminated long, unproductive, how-accurately-a-rep-can-recall-the-conversation pipeline reviews. Gong allows sales managers to quickly and accurately assess the difference between what a rep has said they’ve done versus what’s actually happened, enabling them to quickly identify deal risks and strategize with their reps to keep deals moving forward. Read More Log in to view content
Contents

Technology Category

Analytics & Modeling - Real Time Analytics

Applicable Functions

Sales & Marketing

Use Cases

Predictive Quality Analytics

Services

Data Science Services

Challenge

Drift, a conversational marketing platform, was experiencing hypergrowth. With the expansion of its team, product, and customer base, the potential for redundancies and inefficiencies increased. The leadership team was spending countless hours on phone calls with sales reps and prospects, trying to understand what was and was not working. There was no consistency around pitches or coaching new reps. The lack of clarity was not limited to the Sales Team. Drift’s Product Marketing Manager, Daphne Funston, would hear different issues from the customer when they spoke with the CSM and the product team. The Drift team needed a solution quickly.

About Customer

Drift is the first conversational marketing platform and is the new way businesses buy from businesses. While building an enduring company and a platform that emphasizes the value of human interactions and connection, Drift puts the customer at the center of everything it does. The company is headquartered in Boston, MA, and was founded in 2015. The company size is around 350, with a sales team size of 70. The company operates in the Marketing and Sales Technology industry.

Solution

Drift originally purchased Gong to help make the Sales team more efficient. However, it was quickly discovered that other teams at Drift could also benefit from Gong. Gong is now used in marketing, product, and customer success. The cross-department collaboration — sharing calls and prospect/customer insights across teams is what has made Gong part of every Drift team member’s daily routine. Gong has nearly eliminated long, unproductive, how-accurately-a-rep-can-recall-the-conversation pipeline reviews. Gong allows sales managers to quickly and accurately assess the difference between what a rep has said they’ve done versus what’s actually happened, enabling them to quickly identify deal risks and strategize with their reps to keep deals moving forward.

Impact #1	The customer insights provided by Gong has led to more closed deals
Impact #2	Increased sales productivity and predictability
Impact #3	More cross-department collaboration

Impact #1

The customer insights provided by Gong has led to more closed deals

Impact #2

Increased sales productivity and predictability

Impact #3

More cross-department collaboration

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Overview

Drift Uses Gong’s “Goldmine of Data” to Increase Sales Productivity

Operational Impact