Sales ops · Production

Gong helps Culture Amp stay ahead of market trends and improve deal velocity

The problem

Without structured access to call data, understanding evolving customer needs and aligning cross-functional teams required hours of manual work, and a specific sales inefficiency—calls ending without clear next steps—was slowing deal velocity.

Workflow diagram · grounded in source

Sales call recorded

trigger

“Gong's recordings and coaching features help Culture Amp do just that”

Market trend listening

human_review

“We try to listen closely to what we're hearing in those recordings and how that evolves because we're finding the market does evolve in terms of peoples' needs, desires”

Real-time coaching feedback

feedback_loop

“Gong enables us to have a real-life update of what's happening so that we can help coach our sales and customer success teams around how they're approaching the market”

Cross-functional evidence assembled

output

“Gong allows us to assemble data and evidence that you can show to all these different people and allow us to all come onto the next page”

Call pattern issue identified

human_review

“Using Gong, Culture Amp noticed that not every sales call ended with finite next steps, which slowed down their processes”

Corrective program tracked

feedback_loop

“they even used Gong analytics to see if the program was effective. We tracked the percentage of use of 'next steps' over time and we set a target for that to increase”

Reported outcome

Culture Amp continued to grow and scale successfully, improving coaching, deal management, and cross-functional collaboration, and saw an improvement in deal velocity after identifying and addressing a missing-next-steps pattern through Gong.

Reported metrics

Deal velocityimprovement in our deal velocity

manual analysis time without Gonghours and hours watching videos, asking questions, chasing things down

Snippet review efficiencysnippets of 30-odd calls in the space of five or 10 minutes

Next steps usage in callsset a target for that to increase

Reported stack

Gong

Source

https://www.gong.io/customers/case-studies/how-gong-helped-culture-amp-stay-ahead-of-market-trends

Read source ↗

Frequently asked questions

What did this team achieve with this AI workflow?

Culture Amp continued to grow and scale successfully, improving coaching, deal management, and cross-functional collaboration, and saw an improvement in deal velocity after identifying and addressing a missing-next-st…

What tools did this team use?

Gong.

What results were reported?

Deal velocity: improvement in our deal velocity; manual analysis time without Gong: hours and hours watching videos, asking questions, chasing things down; Snippet review efficiency: snippets of 30-odd calls in the space of five or 10 minutes; Next steps usage in calls: set a target for that to increase (source-reported, not independently verified).

How is this sales ops AI workflow structured?

Sales call recorded → Market trend listening → Real-time coaching feedback → Cross-functional evidence assembled → Call pattern issue identified → Corrective program tracked.