Unlocking reality: COGNISM IMPROVES ORG-WIDE VISIBILITY USING GONG
Customer Company Size
Mid-size Company
Region
- Europe
Country
- United Kingdom
Product
- Gong
Tech Stack
- Data Analytics
- AI
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Productivity Improvements
- Customer Satisfaction
Technology Category
- Analytics & Modeling - Real Time Analytics
Applicable Industries
- Software
Applicable Functions
- Sales & Marketing
Use Cases
- Predictive Quality Analytics
- Real-Time Location System (RTLS)
Services
- Data Science Services
About The Customer
Cognism is a fast-growing company that specializes in global sales intelligence. The company is headquartered in London, UK, and helps its customers identify and surface new prospects. Cognism was named one of LinkedIn’s top startups of 2021. The company has a distributed workforce and places a high emphasis on improving its team’s sales techniques and broadening everyone’s knowledge base across the customer journey. The company's main goal is to ensure that its sales representatives follow approved processes and that every opportunity for coaching would improve their close rates.
The Challenge
Cognism, a rapidly growing sales intelligence company, was facing a challenge of visibility into its sales organization. The company wanted to ensure that all its sales representatives were aligned on messaging and that coaching was actually improving their close rates. However, without visibility into customer conversations, Cognism was missing out on valuable insights that could improve onboarding, coaching, up-skilling, and close rates. The company needed a solution that could provide them with data-backed insights into customer interactions and sales processes.
The Solution
Cognism adopted Gong, a platform that captures actual customer interactions and analyzes them to provide insights. Gong integrated well throughout Cognism’s entire organization and found a permanent place in the company’s sales processes. The platform improved coaching for reps by providing reality-based insights from what’s happening on reps’ calls. Gong also played a crucial role in selecting the right calls for review, acting as a filtering system that made the most important calls and issues visible. Gong also helped Cognism in onboarding and ongoing training on strategic initiatives. The platform gave Cognism the clarity it needed to make sure reps follow the proper processes and use the right messaging. Gong also provided data-backed insights and actionable next steps from sales calls, making it easier to understand why some deals closed and others didn’t.
Operational Impact
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