A company solved its sales team's information gap by treating 25,000 hours of recorded Gong calls as the ultimate source of truth. This existing internal data, previously ignored, became the foundation for a company-wide AI automation strategy that transformed their go-to-market operations.

Marketers mistakenly view conversation intelligence platforms like Gong as sales-only tools. They should be using them to extract customer language for keyword research, identify conversion signals for ad platforms, and find emerging customer needs to create timely offers. It's a direct line to the voice of the customer.

Instead of relying on subjective feedback from account executives, Vercel uses an AI agent to analyze all communications (Gong transcripts, emails, Slack) for lost deals. The bot often uncovers the real reasons for losing (e.g., failure to contact the economic buyer) versus the stated reason (e.g., price).

Upload call recordings or transcripts from tools like Gong or Fathom into an AI model. Ask specific questions like, 'Where was the most friction?' to identify disconnects you missed in the moment. Use this insight to craft hyper-relevant follow-ups that address the core misunderstanding.

A primary AI agent interacts with the customer. A secondary agent should then analyze the conversation transcripts to find patterns and uncover the true intent behind customer questions. This feedback loop provides deep insights that can be used to refine sales scripts, marketing messages, and the primary agent's programming.

Use an AI agent to systematically analyze sales call transcripts. By automatically extracting and categorizing data like competitor mentions and objections into a structured format (e.g., a spreadsheet), product marketers can quickly identify trends and prioritize their roadmap and messaging.

Don't abandon attribution; evolve it. The old model of single-touch software attribution is outdated. A modern approach triangulates data from software (GA4), self-reported forms ("How did you hear about us?"), and conversational intelligence tools, using AI to identify common buying journey patterns.

AI now enables the tracking of every customer touchpoint, including interactions outside of marketing-controlled channels. This provides a complete view from first contact to close, finally solving the long-standing challenge of accurate marketing attribution and ROI measurement.

Feed sales call transcripts into a pre-briefed AI model. Ask it to identify implicit, unstated reasons for prospect hesitation, such as concerns about company size or change management. This surfaces hidden objections that your marketing can then proactively diffuse.