Modern Marketing Engine podcast hosted by Bernie Borges
Bernie Borges - Host of the Modern Marketing Engine Podcast
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How To Harness Customer Conversations In Real-Time To Drive Results
Subscribe to Modern Marketing Engine Apple Podcasts |Stitcher |Google Play | Google Podcasts Understanding how customer conversations drive sales is a requirement in today’s data conscious business climate. With changes in technology happening daily, keeping up with what is and is not working in sales conversations is a must. Listen in as Bernie chats with Udi Ledergor, VP of marketing at Gong, about how customer conversations reveal key data points every business can and should use to increase the efficacy of their salespeople’s daily conversations with prospects and customers. Two Israeli entrepreneurs founded Gong after searching for a solution to a sales dilemma and being unable to find it. After an abysmal quarter in one of their former companies, they sat down to listen to sales calls in an attempt to understand what’s changed in the current quarter versus a previous one. The call information that they found was an ineffectual data source because the recordings were poorly housed, labeled, and interpreted. To fill the gaps in the sales call data collection process, they created Gong, a conversation intelligence platform for sales and service personnel. Get the Vengreso State of Digital Selling with LinkedIn 2019 report to learn how sales professionals stack up on requisite modern selling skills. You’ll hear from 15 executives with their insights and key recommendations. You’ll also learn how you can arrange to get your own custom digital selling benchmark for your sales team. Just go tostateofdigitalselling.com. Why CRM Systems Fail The Modern Salesperson When a salesperson is conducting a sales call, they usually speak upwards of 6,000 words in a single conversation. The number of those words that make it into the CRM system for future conversations is typically closer to 30. This is because salespeople choose the words and they do not have the time to properly update and manage their CRM data. Not only is the data provided in a CRM system an incomplete picture, but it is also inherently biased. Udi candidly notes that he has yet to meet a salesperson who willingly notates their CRM data with information regarding their actual performance on a call. The CRM was created to help sales managers and marketing leaders understand the sales activities within their company, but it is not helpful for the salesperson in the trenches who needs real-time data on their customer conversations. How Does Conversation Intelligence Solve The CRM Dilemma? Gong is a conversation intelligence platform that records sales conversations and then mines the data found in those conversations to identify trends, areas of opportunity or threats, as well as success factors. The goal is for every sales representative to be able to learn from the top sales performers. What are they doing right? What are they doing wrong? Where are the areas of opportunity in changing the conversation from a maybe to a yes? Udi reveals the process that Gong takes to record customer conversations and then label, house, and mine the recordings. Rather than creating extra steps for the salesperson prior to a call, Gong interfaces with their Google calendar and records any customer conversations noted on the calendar. Those calls are then identified, labeled, and stored for easy access and use. Salespeople Have Found Tremendous Benefit In Using Gong One of the biggest concerns going into the creation of the program was determining how the average salesperson would react to having their calls recorded. While the practice of recording calls is fairly standard, the feeling that one is being recorded by “big brother” is hard to overcome. This has not been an issue with Gong users, however, because sales teams recognize the value that the conversation intelligence represents to their sales performance. The training opportunity that the recorded calls represent is extremely advantageous both for new representatives and experienced repre
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