Name: Ring the Gong: Optimize Your Sales Stack for Revenue Impact
Uploaded: 2025-05-12T16:31:08.778Z
Duration: 36 min 20 s
Description: Ring the Gong: Optimize Your Sales Stack for Revenue Impact

Transcript for "Ring the Gong: Optimize Your Sales Stack for Revenue Impact": Alright. Good morning. Good afternoon to those who have, jumped in here so far. We're gonna give a few more minutes for folks to trickle in before we get started. But, while we're waiting, it would be great if those of you that are are here can chime in in the chat. Let us know where you're, where you're dialing in from, both company and location. See, we got Philly in the house. I'm also in Philly. Hey, Catherine. Great to great to have you here all the way in from Dublin. See some great partners of, of ours here in the in the crowd. Christian, Michael. Glad you can make it. So in the spirit of ring the Gong, I'd love to know if there's anyone here that has actually been responsible for, ringing a Gong in an office environment when when closing deals. I myself have had that, in in two separate companies. I'm sure I'm not the only one. I can picture you swinging that swinging hitting that gong pretty hard, Andy. I was gonna say, probably one of the biggest things we've lost in the remote work environment is, no gongs. Most people don't have a gong in their bedroom. That is one of the, the nice things about going into one of the local Gong offices is that we make sure to have a pretty big gong in there for people. Is that a Gong? Is it a branded branded Gong? It's it's a Gong. I have a little Gong desk, actually, right here on my desk if you can this little Oh, okay. We we need I need that. Please make that magic. We'll make sure. Alright. Well, we'll, we'll let folks trickle in, but I think we're gonna get started. So today, we are kicking off the first session in our ring the Gong series. So Crossbeam and Gong have teed up, or teamed up, excuse me, for this webinar series. And we're really targeting this the content toward sales leaders that are, looking for answers to driving revenue growth in current market conditions. And so we are going to spotlight, tools, integrations, workflows that actually move the needle on driving revenue growth. And each session will feature a guest partner and real life use cases designed to help sales leaders surface high value opportunities, accelerate deal velocity, and better understand what's driving revenue opportunities. So that is the spirit of why we're all here and what this series is all about. First up today, as you already know, Clay is joining us to show how combining Gong, Crossbeam, and Clay can help you surface high value accounts, connect with the right stakeholders, and track partner impact throughout the deal cycle. So let's go ahead and introduce our panelists today. I'll turn it over to you, Solange, to introduce yourself, and we'll go down the line. Thanks, Kevin. Hey, team. I'm really excited to be here. My name is Solange Levy. I'm a go to market engineer at Clay, which basically means, my role combines that of an AE with a sales engineer, and I help some of our largest enterprise customers co design and optimize their go to market strategies using Play. And if you don't know, Play is an AI powered data enrichment and orchestration tool. So on the enrichment side, you know, we bring teams an unfair data advantage, as we like to say, by allowing teams to access a 50 plus different data providers in our marketplace. And they can also use AI natively in the product to actually find unique net new data points. And then the enrichment side or on the orchestration side rather, we are a go to market development environment, so I think Sigma for creatives, but for go to market teams, and really allow teams to then test basically any growth experiments that they want using Clay. Great. Thank you. Patrick? Yeah. Thanks, Kevin. I'm Patrick. I'm a senior manager of go to market technology partnerships here at Gong. If you're not aware, Gong is the leader in revenue AI across engage, enable, and forecasting. So I lead a lot of our co selling efforts, both with technology partners and services partners. So, this topic is near and dear to me. Thank you, Gdaly. Yes. Good to be here and geek out about this stuff with you guys. I'm a solutions consultant at Crossbeam, and I think most of you know Crossbeam as an account mapping tool. But I think as you'll learn in this webinar, sales teams are using it as their secret weapon to close more deals, increase deal sizes, and do it faster. So with that said, let's let's get into it. Yeah. Let's get into it. And just by way of introduction, my name is Kevin Linehan. I run partnerships here at Crossbeam and will be your host for, for this session. Okay. So for the agenda today, we're going to work through three use cases and then dive into some q and a. So the first use case, uncover your highest value accounts automatically. Use case two, multi thread with key DMs or decision makers to close complex deals. And use case three, track and prove partner influence on revenue. Just some housekeeping items before we dive into the first use case. We are gonna use the q and a tab here in Gong, so please submit your questions, through that that mechanism here in the in the solution. On the documents tab, you can find three articles. One about the Clay and Gong, Crossbeam excuse me. Documents on the Clay and Gong, integrations with Crossbeam. And then we're going to, distribute or trigger a survey toward the end of our session today, and, we would highly appreciate greatly appreciate your participation in that, before we dive into the q and a. So please submit your questions, in real time. If they are pressing and burning, we will get to them. But otherwise, we'll address them in in the q and a. And with that, I will turn it over to Solange for use case one. Awesome. Cool. Thank you, Kevin. Let me share my screen. So what I'm actually gonna show you today is a table. It's a mock up of a of a table, one very similar to what we actually use at play to internally manage and maintain our partnership with one of our enterprise partners. And what you'll see here, we're gonna cross reference, information that we input from our partner's information on accounts using the Crossbeam integration. Now we're also gonna layer in information from some transcripts through our Gong integration. And the idea here is to hopefully uncover in a very automated fashion the some of the highest value accounts, that we can prioritize in our co co co selling motion. So first up, you know, we'll input information here from our, from our partner using the cross team integration. And what you'll see here is we then bring in information about these opportunities across a number of different populations. So are these accounts existing customers of our partner? Are they open opportunities at this enterprise partner? Or are they prospects? From there, we actually can look up this information natively with our Salesforce integration, and we're going to effectively cross reference within Clay's CRM, look up by domain and determine, you know, whether these individuals are actual customers at Clay or, you know, where are they in the funnel from anywhere from unaware to interested to ultimately evaluating Clay. And then what you're able to do in Clay is actually utilize, you know, natural language to write in, again, you know, plain English some formulas here that ultimately, as you can see, will help us surface some of these high priority co sales. So ones that are either existing customers of our partner, but, you know, we might just be evaluating, or ones that are actually customers prospects that are customers of Clay, but are in talks or just prospects of our enterprise partners that relates to implementation. So once we have, you know, a subset of that list, right, that's a a target and we've identified maybe some of our higher priority co sells, we can then begin to enrich those accounts with firmographic and technographic information. So here we'll use our pull in revenue. We'll pull in total funding that we can again then use to sort and filter. And what you'll find here is we're calling upon two different data providers, first, HG Insights and then People Data Labs to try and find technographic information as it relates to revenue intelligence. So if you see here, you know, with HD Insights, we're trying to find specifically information around, whether these customers are using 6¢, let's say, for signals, what CRM they're using, etcetera. And I just wanna showcase kind of two ways. One is actually very rudimentary and one is a little bit, more nuanced, ways that actually folks use Clagent, which is our proprietary AI agentic workflow. It's basically prompt engineered as a a public scraping tool plus a a research agent. Here, the first introductory use case, I'll say, is actually something as simple as injecting information, right, about that full those those technology providers and then just spitting out in a in a very synthesizable, digestible way and categorizing, you know, which of those technologies are CRM, which of those are data enrichment tools, which of those are email sequencing tools. And then what you can see here is we can write those to different columns to better inform our understanding, right, of what tools are these prospects using, which are we most familiar with. We see Gong there, for example. And then here's an example of, you know, probably, a a a use case of of AI where we're actually using Clay to go out and find net new information in kind of this automated way, at scale, right, where we ask Clay to go out, look at these companies' websites, and then determine their ICP to get a feel for whether that sits in our sweet spot. You know, at Clay, we target b to b high growth SaaS companies. The last thing I wanted to show was actually, you know, Gong using Gong's customer interaction data to provide a useful view here on a customer's these specific customers' needs as it relates to implementation. So what we actually did here, right, we ported in using our native integration transcripts. These are mock transcripts, let's say, from existing calls. And we use AI to actually get a summary of the call to gain an understanding of, whether or not this customer has a need for implementation. Right? Maybe the enterprise route doesn't make the most sense, but they need kind of a fractionalized resource much much like what our enterprise partners provide. And then we asked to, you know, create a Boolean, was a partner implementation need, brought up or not. And then what you'll find here at the very end is we actually were able to pull in that information from Gong from that Gong transcript right all the way here, and, actually, we're able to create, you know, a boolean. Yes. That was actually an incremental data point that we were able to find and kind of surface that high priority co sell all the way to the very top of this list. So kind of putting it all together right at the very beginning, you know, in clay, you can or incorporate information, as it relates to the level of partnership engagement, right, through our Crossbeam inner, integration. Then we pulled in core from a graphics and financial data. We looked at tech stack alignment and then even AI driven, you know, ICP alignment. And then finally, you know, this need based alignment from actual calls that we're having with customers to ultimately determine, you know, a highly researched and prioritized list of accounts that we can surface, and, you know, narrow in on those highest value opportunities to go after. Awesome, Solange. That was, that was great. Thanks for the, the the lightning round demo there. I think when when we're talking to customers, at least in the Crossbeam ecosystem, I think that, you know, one of the challenges they face is that, oftentimes, they're looking at this this pile and mountain of overlap data and determining what accounts at, at what time to engage, is is critical. I think Clay is, is an awesome, compliment to what we're doing in that regard. So on to another great partner, of course, of of of ours, which is which is Gong. Patrick's gonna walk us through, the insights and the the use case here with, Gong, Crossbeam, and Clay to map decision makers, expand contact coverage, and build momentum across multiple stakeholders in every deal. Patrick, take it away. Yeah. Thank you, Solange, and and thanks, Kevin. So as we all know, especially this audience, b two b deals are getting more and more complex. And according to our own internal data at Gong, the average enterprise deal involves 11 stakeholders at least. So top of everyone's mind, but if you're single threaded, you're very, very vulnerable. But how do we actually map out key decision makers, expand contact coverage, and build real momentum across an account? That's where, of course, the three partners here today come together and work as a power trio. Each tool has a distinct role, but combined, they really give you a strong multithreading engine. So starting with Gong. Gong is, of course, your revenue and conversational intelligence layer. It listens to every call, tracks emails, and flags key risks. So it automatically detects if you're single threaded. For example, if all your calls only include one stakeholder or one department. And as you can see here on the deals page, we can see exactly which deals are multi threaded. But more importantly, we get alerts as to which deals are single threaded and if they are missing certain titles we normally see in closed won deals, just like this Bitforged deal here. Gong also mentions a power. Like, when someone says, I'll need to run this by finance, it can tag that and that add it to the account timeline. And, actually, here, we have one of our tracker agents set up around economic buyer, which will help us understand if we are at power or if more people should involve in these particular deals. So this gives you a list of the roles that you're currently engaged with, the ones that you're not, but not really have a reach out to them. And so that's actually where Crossbeam comes in. Crossbeam overlays your partner ecosystem onto your Salesforce accounts or CRM and actually within Gong. It says, hey. Your partner, say Okta or AWS, but for this, for this example, Crossbeam or Clay already work with this account. And even more powerful, it tells you who at your account or who at your partner is actually involved at that target account. So here is the cross in the Crossbeam team, we see exactly who the partner is connected and how recently their deal was closed, so if we wanted to reach out to them for a warm introduction. So you then you can ask your partner to introduce you to that key stakeholder you're missing, maybe a VP or procurement or a c self, all within Gong engage. Again, back here. So that gives you trust based entry points, not just cold outreach. And finally, when we look at Clay, Clay acts as your resource and enrichment and outreach automation engine. So you can use Gong's data, for example, that note around looping in IT or that tracker around economic fire, and like Solange mentioned, feed that back into Clay. Clay then enriches the account, defines all the directors of VPs in IT or what we would label economic buyers and pulls in their LinkedIn, emails, and key data points. Hey, Matt. Can I can I stop you for one moment? I think we're stuck on your first screen potentially. Are you are you showing a different screen along the way here? No. I'm actually, this is that this was it. Okay. I'm just seeing if I I just wanted to make make sure. Oh. Oops. Sorry about that, folks. I think the first screen asks you to share a tab, but there's another one that allows you to share the whole window. Alright. Well, here's the the the the Gong engaged piece. But going forward, so Clay then enriches the account. It finds all the directors of DPs in IT, pulls in their information, and then you can push them into automated outreach like Gong Engage or even custom Clay workflows complete with personalized context like mutual connections or recent news. So you're now expanding contact coverage and engaging the right people intelligently. So to wrap up, Gong shows you exactly who you're talking to and who you're missing. Crossbeam gives you the warm path to reach them through partners, and Clay helps you scale multithreaded outreach with precision. So together, these tools give you a blueprint for closing bigger, more durable deals, bringing more people into the conversation in the right way at the right time. Alright. Thank you. Thank you, Patrick. I myself am using Gong, pretty much every day in, in in terms of how do I incorporate partners and collaborate with my sales team. Gong has been a great partner for us. And so keep an eye out for more than just what we're doing in this webinar series. We launched, Gong for partnerships, content piece a few weeks back that we'll we'll make sure we we link to and a couple other assets, coming out here in the next week or so. So, a lot that we're doing together, beyond just what Patrick, called out in his in his brief demo. Alright. And on to use case number three, track improved partner influence on revenue. And, Gdaly, my friend, please take it away. Great. Thank you. And you guys could see the tabs, right, if I flip between them? Okay. Perfect. It's feedback for our friends at Goldcast. Alright. Attribution. I would love to hear from this group, if you wanna throw into the chat, if you think your organization has attribution pinned down, is doing it well, you know, maybe, we'll throw throw up some emojis, thumbs up or thumbs down. I know this is kind of a controversial topic. And, you know, we we spoke to a lot of our customers about attribution, and everybody tends to agree that the major problem is visibility. And a challenge is that many companies are relying on a single salesperson to check a box on their opportunity or deal in the CRM in order to set attribution, which we know can be a major point of failure. Right? A lot of people will simply forget to do it. Partner teams lose out on credit for their hard work, and sometimes it's even affects stuff like commissions and payments department. There is so today, I wanna show you two ways that Crossbeam may be able to help. You know, I don't think this is a perfect solution that's gonna help everybody, but, you know, I think we're we're getting towards the visibility that will help everybody. So better visibility. So if you have a partner ecosystem platform like Crossbeam connected, you're gonna be able to see which of your target accounts or deals and flights are already customers of your partners. And so going to Clay, Solange has already shown you how you could get fancy with this stuff, take these data points, and, do all sorts of enrichment. But I just wanted to emphasize, this is like the basic screen of importing Crossbeam data into Clay. Just the high level knowledge of which accounts are customers of a key partner is helpful. And I like to call this potential partner influence, and you could think of it as a bread crumb that rev ops teams and partnership teams can use to understand where a partner may have influenced the deal or can do so in the future. So within our UI inside of Crossbeam, what what we're doing with this is we're helping the teams follow the breadcrumbs. So what we're looking at right here is our activity timeline view for any given account. So, basically, you just type it in the top search bar here, you'll be able to see how a particular account is moving across stages for partners, like if it recently became a customer, or it the partner recently opened a deal. You will see that in this time line view, but, also, you're seeing actions that your team is taking, like sending messages or researching an account in our Copilot, and I'll get into our Copilot for Gong in a little more detail. But the interesting integration we have right here with Gong, you'll see here, is it's further enriching this activity timeline view by showing you that a key partner was mentioned by the prospect, and it's just further proving that your partners, they are impacting key decision makers and influencing your deals. So moving into Gong engage and our copilot, which gets embedded into the UI. So this is basically piping cross beam ecosystem insights directly to where your salespeople live. And this gets into the second way we're helping with attribution, which is enabling direct conversations between salespeople. So when a salesperson pulls up Copilot on an account they're researching or maybe they're about to add to an automation, not only are they getting a window into their partner's CRM, they're also gonna get the ability to send the partner a direct message. When I say window into a CRM, this is what I'm talking about. You're connecting directly to Crossbeam's API. Any fields that the partner has shared with you will appear here. And this may be my prospect that I don't have a ton of information on, but my partner has shared some information with me on Crossbeam, and now I'm able to see it here. And by the way, we support Copilot in as a Chrome extension. It's in it's in Salesforce, it's in HubSpot. There's a lot of different places to see it. We love to see it in Gong because we know a lot of salespeople spend time there. But, once you click message, you have what we call co selling templates. This allows the salespeople to send messages that the partnerships team can set to be required that will go directly to the partner. There is an option to have it held back for review by the partner manager. But once these chat rooms are created, I'll give you a a sense of what it looks like. Very lightweight. We just want this to be like an easy, recognizable thing. Everybody knows how to use the chat room. You can have the, partners exchanging messages, including some internal messages, which only the salesperson and the partner manager will see. But at the end of which, the partner manager always comes in and will say that the conversation is closed and assign attribution. So they're gonna say whether it was influenced or sourced or neither. And this will actually generate an attribution record, which gets tracked inside of Crossbeam and could also be pushed to CRM. And that as just a quick example, here's what it could look like inside of Salesforce. We actually have it as a related object. So when you look at some of these records, you'll see that we have a lookup to the opportunity. We have a lookup to the partner account. It's gonna tell you the attribution type. But most importantly, and this is what people have been really clamoring for, is you keep your receipts. You're gonna go back. You get a permalink to this conversation that your team could come back, review, and this really proves out some of that attribution, which, you know, sometimes can be a little bit neb nebulous. I'm going to kick it back to you, Kev, while I review some of the the chats. Okay. Thanks, Gdaly. Appreciate it. So there you have it, folks. Quick one, two, three in terms of, use cases of leveraging Clay, Gong, and Crossbeam. As we were talking, I'll I'll turn it back to you panelists if you have any, any thoughts that we haven't covered, any best practices that, that we haven't shared, anything that comes to mind in terms of your own, day in the life utilization of these tools, happy to, to to toss it back to you all. And then, for the for the audience, we're gonna deploy that survey here in, in just a second. So your engagement there is also wildly helpful. But, Patrick, Solange, Gdaly, anything anything else to to add before, we address some of these questions and and get into our our CTAs? Okay. Quiet. Quiet group. Alright. So we don't have a ton of questions in the in the panel, but like I said, please please continue to add, add in there. Solange, you addressed a couple of the questions, that came through that were relatively lightweight and more technical. Josh asked at the beginning how Solange was blurring data in the live demo, and it's a play creator extension in the Chrome store, which is I I agree. That is actually pretty cool. And then we had Lena talking about, a more technical question. Solange, maybe you just wanna sort of echo to the group what, what you were addressing there? Yeah. It was actually a question. Lina asked a a good question around, you know, wanting to extract insights from Gong transcripts and then kind of add them to a note within HubSpot and this question around, like, how to find the right deal. So with the Gong and Clay integration, it's ultimately, what you need is the ID associated with, the Gong call, but you are also able to look up that information through your CRM by first routing the account. And within your CRM, there's typically there are a number of ways to uniquely identify accounts, but, you know, we at at Clay actually use account domain. Okay. Great. And Tyler Tyler asks, if we can address lead slash contact sharing or view settings. Maybe, Gdaly, that's, that's a question for, for you, or maybe, Tyler, you can elaborate in the chat of, what you might want us to to unpack. Yeah. Depends on the context of which tool. But, from a cross beam perspective, when there is a match, whether that's a, you know, prospective lead list you have that, your partner has as a customer or some additional relationship, they actually can send you direct details from the contact or lead object from the CRM, which might include, names, email addresses, titles, departments. Right? Mileage may vary depending on what is being shared with you, and that's kind of, something that you address with your partner as you connect on Crossbeam. But we do facilitate the secure and encrypted, exchange of that information directly. And a follow-up to that, Gdaly, can any added partners just contact any leads without specific sharing without specific sharing, etcetera? I think you could see that, that in the chat. Maybe you can elaborate. Good question there. I see we're, okay. Fifteen minutes. I thought that's at fifteen seconds. So when specific leads or contacts are shared with you, it's under, an understanding that, you know, that these are have been shared with a level of trust or under partnership agreement. I mean, in theory, there's nothing stopping, you from reaching out to those contacts, but I don't think they'd be shared with you unless they were under some kind of permitted, or approved, mechanism. There are videos, partner based. Yeah. These are all different things. I'd love to reach out to you directly, Tyler. Maybe we could set up, like, fifteen, thirty minutes to chat through this stuff. Alright. Well, keeping an eye on the clock, I think we can move directly into our, our CTAs. So if you're interested in, witnessing or testing how Clay works, the team is gonna be dropping, a link right now so that you can sign up for Clay. And if you're interested in learning more about Gong, same thing. There's a a link coming to to dive in deeper a little bit with the, the Gong team. And then finally, if you're curious at all about learning how to automate and leverage ecosystem intelligence, the the team is dropping in an ELG for discovery, link as well. So those are gonna be our our three CTAs today and how you can engage with, with the team here, on the panel. And I think with that, we will, we'll leave it open for a few final questions. But that's our our content for today. Thank you so much for carving time out of your day. Appreciate you being here, and, hopefully, we'll see you, in the next installment of ring to Gong. Thank you, guys. Thanks, everyone. Thanks, team. Great chat.