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The Gong Goats: How Demandbase Grew Its Market Presence and Hiked Win Rates
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Predictive Replenishment
Services
- Data Science Services
- System Integration
The Challenge
Demandbase, a marketing technology company, was aware of the vast marketplace opportunities available but lacked a reliable method to uncover them. They needed a solution grounded in reality that could identify areas for improvement and growth to generate more revenue. The company was also facing the challenge of integrating the functionality of three new companies it had recently absorbed. This required a collaborative approach and the identification of data that could help increase their Average Contract Value (ACV).
About The Customer
Demandbase is a marketing technology company headquartered in San Francisco, California. Founded in 2006, the company has grown to over 815 employees. The company's main goal is to ensure that its field organization is equipped with the intelligence it needs to have better conversations with prospects and customers, ultimately winning more deals, renewing customers, and increasing win rates. The company's CEO, Gabe Rogol, is focused on capitalizing on the vast opportunities in the marketplace. Demandbase has also absorbed three new companies in recent years, integrating their functionality into the current product.
The Solution
Demandbase implemented Gong to gain full visibility into its teams' performance and market opportunities. Gong's competitive trackers provided automated notifications when competitors were mentioned, which types of questions customers or prospects asked, and which objections they presented. This intelligence helped Demandbase build out objection handling responses and scale them out to the rest of the team. Gong also allowed Demandbase to identify its star performers and leverage their approaches to train the rest of the field, a technique referred to as 'cloning the A-players'. Furthermore, Demandbase used Gong's Deal Boards to pinpoint where conversations were happening or where there was a lack of activity, providing opportunities for learning and improvement. The company also created a Gong-specific Slack channel where sales development reps (SDRs) and reps could share Gong call snippets and use them as learning opportunities.
Operational Impact
Quantitative Benefit
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