I’m excited to introduce Gong Good Trackers—the primary user-trainable system that goes past key phrase recognition to grasp the context of all of your buyer conversations. This modifications the panorama of Income Intelligence, by enabling firms to higher detect deal danger, quantitatively observe adoption of strategic initiatives, and extra.

Technology 1 Tech: Audio/Video

When Amit Bendov and I began Gong 7 years in the past, it stemmed from a enterprise ache. 

Amit was working a SaaS enterprise on the time and information within the CRM indicated that offers had been slipping—however Amit couldn’t inform why.

Technology 1 name recording was already out there on the time. Amit’s group recorded buyer calls, and after they listened to them, they had been usually in a position to determine the foundation explanation for points.

However, this strategy didn’t scale—nobody may hearken to tons of of hours of buyer conversations each time a query wanted a solution. 

Technology 2 Tech: Key phrases

Once we launched Gong a number of months later, again in 2016, we launched a Technology 2 answer, which revolutionized the income area. 

Gong introduced concerning the means to not simply document conversations, however search and filter them not simply primarily based on CRM metadata however on any key phrase that was mentioned within the conversations: initially, video and cellphone calls; later, e-mail conversations. We even created the idea of a Tracker: a set of key phrases prospects may create to trace conversations and traits.

With this, gross sales leaders may—for the primary time—give attention to particular conversations, primarily based on the query that wanted to be answered: 

• Why are offers slipping? 
• What are our prime performers doing in another way?
• What do prospects want?

Narrowing down the set of calls and utilizing them for inside collaboration was a game-changer to income groups worldwide.

The problem with key phrases

As leaders began to leverage Gong extra deeply, it turned apparent that merely looking by key phrases offered a limitation.

For instance, one gross sales chief, Jennifer, wished to rapidly see (as a part of her pipeline overview) whether or not the prospect signifies the deal is more likely to slip. Jennifer tried to provide you with as many permutations of the key phrase “delay” as she may. Together with “postpone,” “rethink,” and so forth.

Whereas key phrases are very useful when a person is aware of precisely what they’re trying to find, and level the standard person in the correct course, they do have some limitations.

Equivalent to: 

Too many choices. Too little time.

After taking the time to create a laundry listing of key phrases, Jennifer observed some had been lacking. Consequently, offers weren’t flagged. For instance, one buyer indicated that they’re “placing the mission on maintain,” which wasn’t captured by the key phrases Jennifer put in place.

Proper key phrase. Improper context.

However, a few of Jennifer’s key phrases had been flagged, solely to later be categorized as false positives. Just like the case of a buyer apologizing for a delay in becoming a member of a gathering and that being tracked by the key phrase, however not the state of affairs.

It turned out this key phrase context limitation was not solely relevant to Jennifer. 

As we measured this in Gong, we noticed that key phrase mixtures put in place by income groups had been sometimes capable of finding (“recall”) solely about 50% of the related offers. And that solely about 50% of the offers that had been discovered had been correct (“precision”).

Different leaders had been attempting to place metrics and KPIs in place to search out traits within the enterprise: both searching for group members’ adoption of messaging or for modifications in buyer sentiment. As a result of key phrase searches weren’t correct, it was onerous to show the conversations into information and leaders nonetheless needed to depend on managers studying emails or listening to calls to confirm metrics.

Technology 3 Tech: Good Trackers

To resolve this main drawback, the group constructed Good Trackers. It is a new patented know-how that makes use of state-of-the-art AI to leapfrog the necessity for key phrases, and discover ideas simply and precisely. And a few even say: it’s enjoyable. Good Trackers establish ideas that income leaders care about with a lot larger accuracy: they discover as much as 80% extra occurrences, with as much as 80% fewer errors.

We want to use this chance to thank over 50 design companions, who’ve used early variations of Good Trackers. These prospects reported that they will now rapidly give attention to offers that actually require consideration, eat related buyer conversations, and quantitatively observe adoption of strategic initiatives.

Simply construct an AI engine that is aware of your ideas

Now you’re in all probability questioning the way it works. Organising Good Trackers is as straightforward because it will get. You give Gong a handful of examples of the idea you’re thinking about. For instance: the sentences “the mission may get delayed” or “it might sadly be postponed”.

Gong then searches your whole conversations–probably tens of hundreds of them–and suggests sentences which can be considerably associated to what you began with.

Some sentences might align with the idea you had in thoughts, akin to “My boss stated we have to put this on maintain for a bit.”). Many others might not, akin to “Sorry concerning the minute delay, I used to be simply leaping from assembly to assembly.” You train Gong what you had in thoughts by merely tagging examples as “Sure” or “No.”.

Right here’s what it appears to be like like:

After a number of rounds, Gong builds a patent-pending, state-of-the-art Transformer-based AI mannequin that captures the idea. 

And the mannequin doesn’t solely depend on particular phrases used within the tagged examples. The truth is, it begins by scanning an enormous variety of paperwork on the Web to grasp the intricacies of human language. Solely then does it map the examples it was given into an idea it might reliably establish.

The mannequin usually finds language patterns that most individuals wouldn’t even contemplate. For instance: “the mission was placed on ice.”:

What’s extra, the Gong AI mannequin understands the dialog. 

Let’s say a vendor asks: “Are we progressing primarily based on the timeline we mentioned?” And the shopper responds: “Sadly, no,” Gong would perceive that this dialog implies the identical delay.

Actually perceive your corporation at scale

With this new stage of accuracy, Jennifer is now in a position to get an correct image of when offers are actually slipping—and information her group on fixing them. She will plug Good Trackers into her Gong Deal Board to get a birds’ eye view of her pipeline, and the dangers hiding inside. 

Equally essential, gross sales leaders can now see if and the way their groups are speaking about initiatives: from a brand new product to up to date pricing, or new gross sales messaging. Utilizing Gong’s Initiative Board, they will quantitatively observe the adoption of latest messaging: they will instantly know what’s working to double down on, and the place they should reinforce.

And, gross sales leaders can tie initiatives to true enterprise affect utilizing Gong’s Win/Loss evaluation:

Lastly, gross sales leaders can merely subscribe to a Stream, which supplies them a reside pattern of conversations round ideas they’re thinking about.

Take it for a spin

Gong’s Technology 3 dialog understanding is a game-changing second in how income organizations function.

If you’re working a income group, be a part of the handfuls of consumers who’ve partnered with us through the early stage and take this new know-how for a spin. Study extra right here. 

It would revolutionize the way you perceive and run your corporation.