We’re big fans of Gong.
But that’s not why we partnered with them earlier this year to bring together outcome-based enablement and revenue intelligence.
We did it because revenue intelligence solutions, combined with LevelJump programs that tie enablement to revenue, is a killer combo.
And because it’s so cool, I thought it’d be worth sharing how our customers are using it.
Check it out.
1. Improve listening at specific sales stages
Listening more on sales calls is, in general, a very good idea.
Reps who win tend to listen more than reps who don’t.
But there’s another overlay to this.
As you know, with Gong / other call capturing software, you can map opportunity stage to listening ratio.
For example, when we look at our own data, our talk ratios are (understandably) a lot higher during our demo stage compared to other points in the sales cycle.
So the question is twofold: how do you get your reps talking less, and how do you get them talking more / less in the right sales stage?
How do you get your reps talking less, and how do you get them talking more / less in the right sales stage?
The LevelJump and Gong integration means you can create enablement programs designed to increase or reduce talk-time. Then, you can see if that program had an impact on the your sellers talk ratio by comparing sellers before and after they took it.
Then, you can break all this out by opportunity stage for easy analysis.
2. Reduce discounting
Discounting is a necessary arrow in any sales teams’ quiver. But it becomes a problem when sales teams discount too much. It erodes average contract value and eventually causes a headache for the CRO, who ends up missing their number due to lower deal value.
With LevelJump and Gong, you can put trackers on discounting keywords like “discount” or “offer”, then create an enablement program to teach sellers how to create more value up front.
Then, you can track if those sellers used the keywords that you're tracking during the deal cycle, and compare performance before and after to see if your program was effective at reducing discounting.
You can also correlate the use (or lack thereof) of those words to pipeline and revenue, which ultimately gives you a complete view of coaching and enablement activity (the program), to behaviour change (the different words used), to outcomes (pipeline / revenue).
3. Increase sales of a specific product / SKU
People generally do what they know, rather than something new.
So if you have a new product, it can be hard to get your sales team to change the talk tracks, pitches, email cadences, etc…
One of our customers had this problem. So we had them create Gong keyword trackers for that specific product, then pulled that data into LevelJump via our integration. We helped them build a program where sellers learned how to sell the new product, then we tracked the number of calls that the new product was mentioned in as a program milestone.
We had them create Gong keyword trackers for that specific product, then pulled that data into LevelJump via our integration.
It meant that the sales leaders had a much better understanding early of whether or not sellers were pushing the new product, helped them diagnose why sales were slow, and helped them solve the problem faster.
4. Get sellers using a specific methodology
It doesn’t matter what sales methodology you use. What does matter is that your sellers truly follow the methodology you’ve selected. A consistent sales methodology is, according to Miller Heiman Group, the only way to build a “repeatable, scalable and predictable way of operating that ultimately determines [your] ability to achieve process maturity and improve win rates.”
The point is, it’s valuable to have a consistent way of operating, and if you do, it’ll improve your sales metrics.
However, as with getting sellers to offer a specific SKU, getting sales teams to follow through on a sales methodology is a lot more difficult.
(and no, following a sales methodology doesn’t just mean filling out the sales methodology fields in Salesforce).
It means getting sellers to follow specific steps and sell in a specific way. LevelJump and Gong helps sales leaders implement changes like these by taking key phrases from your chosen sales methodology and tracking their use in Gong. Then, we take those trackers and make them achievement milestones for your sales methodology certification program.
This means that sellers have to not only be trained and certified (e.g. using a video pitch room) on the new method, but they also have to go out and follow the new method in their sales motion.
It means that enablers can see if their programs are being actioned, and sales leaders can see if the sales methodology is delivering results.
5. Get sellers using a new messaging track
Most companies are at least rethinking their messaging right now, even if they’re not completely overhauling it.
But again, you’ll often run into the problem of old habits dying hard.
LevelJump and Gong means you can build two trackers in Gong – one for your new messaging and one for your old.
Combined, these help you answer the questions:
- Is your enablement program effective at getting sellers to use the new messaging and stop using the old?
- Is the new messaging effective at achieving your revenue goals?
And with those answers, you can have a data-driven discussion around what messaging works or doesn’t.
Over to you
These are just some of the ways to use the LevelJump and Gong integration. But there are tons of others, like:
- Changing how your team talks about pricing
- Ensuring sales best practices are followed (e.g. getting sellers to ask for a demo on every discovery call)
- Changing talk times around specific topics / actions
Ultimately, we partnered with Gong because we wanted to make it easy for sales managers, leaders, and enablers to turn strategy into action, and make sure that that action actually happens.
Now that organizations are remote, following through on these sorts of changes is more important than ever, while it's also more challenging to compel change for managers running newly remote teams.
And that's why building in a strong feedback loop is so important. It's critical that enablers have insight into if their efforts are turning into action, and for sales leaders to see if that action is turning into results.
Our hope is that LevelJump and Gong together make that process just a little bit easier.