Scale action on Gong call data with AI agents

Getting started

Gong is a gold mine of insights—like closed-lost rationales, deal blockers, competitive evals, and expansion opportunities—all in your buyers’ own words. But actioning on them at scale is easier said than done.

Ops leaders and sales managers can beg reps to log pertinent information from Gong calls in the CRM or compile info from hours of recordings. Or they can let AI agents do it for them, transforming conversational insights into hyper-targeted lead lists and hyper-personalized messaging.

In this playbook, we’ll show you how to automatically capture actionable intelligence from Gong calls, use it to create granular buyer segments, and craft personalized outreach based on conversational data—either augmented or automated by AI agents.

What you’ll need

Step 1: Connect Gong call data

Let’s say we’re an Ops leader or sales manager.

We want to make it easy to prioritize and personalize outbound based on insights pulled from Gong calls, like the reasons behind closed-lost deals.

First we’d connect Gong call data to Common Room.

If our reps use Gong Engage for sequencing, we can connect both to Common Room at the same time.

Once Gong call data is connected to Common Room, call briefs, key discussion points, and meeting participants from past and future recordings get imported as activity signals.

If contacts pulled in via this integration don’t yet exist in Common Room, a deanonymized and enriched profile will be created for them based on their email address.

We can filter all prospects and accounts in Common Room based on Gong call activity.

We can also view Gong call highlights in any contact or organization profile.

Better yet, we can enable our AI agent to segment prospects and accounts based on conversational insights surfaced from Gong.

Step 2: Automate research and segmentation based on Gong call data

Our always-on agent will work 24/7 to hunt down data and signals across both the public web and our first-, second-, and third-party data sources based on our instructions.

That includes Gong call data.

First we’d create a research topic to tell our agent, RoomieAI™ Capture, what insights we want it to gather from Gong, how it should perform the task, and what we want the final output to look like.

We’d make sure to include Gong activity as a dynamic variable.

This makes it easy to quickly extract critical context related to closed-lost opportunities, competitor evaluations, cross-sells and upsells, churn risk, and more directly from Gong calls.

Once our research topic is up and running, a summary can be viewed from any account profile in Common Room.

This research can also be used to segment prospects and accounts, allowing us to scale prioritization and personalization across every book of business using conversational insights.

We can customize segments however we want based on any combination of Gong call data, behavioral insights, and firmographic fit. Any prospect or account that matches our criteria will automatically be added.

We can also use team segments to assign segments to specific roles within the go-to-market org and update which prospects and accounts are displayed based on CRM ownership.

Step 3: Action on Gong call data

Now let’s say we’re an SDR or AE.

Not only can we view AI summaries of Gong call data by clicking into any prospect or account in our segment, we can also take action with just a click.

We can also let our other AI agent, RoomieAI Activate, craft highly personalized, highly relevant messaging using Gong call data as an input.

Our agent can use retrieval augmented generation to pull from Gong activity and AI research to draft a message.

If this message snippet is mapped to our sales execution platform, we can use Common Room’s workflows to automate the process from end to end.

Our message might look something like this:

Wrapping up

Now you know how to turn every Gong call into actionable intelligence for reps, no CRM hygiene headaches or transcript deep dives necessary.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.