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Drift Uses Gong’s “Goldmine of Data” to Increase Sales Productivity
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
Services
- Data Science Services
The 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 The 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.
The 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.
Operational Impact
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