Gong is a revenue intelligence platform designed to help sales teams improve their performance by analyzing customer interactions like calls, meetings, and emails. By capturing and analyzing data from various interactions, Gong provides insights into deals, tracks team performance, identifies coaching opportunities, and helps ensure a consistent sales approach. By integrating Gong with Frends iPaaS, organizations can automate workflows, synchronize Gong insights across business systems, and create streamlined sales processes for better revenue outcomes.

Business use cases

Integration with CRM systems

Gong captures valuable sales interaction data, which can be seamlessly integrated with CRM platforms like Salesforce, HubSpot, or Dynamics 365 using Frends. For example, when Gong analyzes a call and identifies a new opportunity, Frends can automatically create or update a record in the CRM with information like deal stage, customer insights, and action points, ensuring teams always have up-to-date customer data.

Sales coaching workflows

Gong is widely used for providing actionable coaching insights to sales teams. Frends can integrate Gong with tools like Microsoft Teams, Slack, or email platforms to automate coaching notifications. For instance, when Gong identifies a coaching opportunity (e.g., low engagement in calls or missed deal signals), Frends workflows can notify managers with specific details and recommendations for training sessions.

Pipeline reporting and analytics

While Gong provides insights about deals and pipeline status, organizations often require advanced analytics and dashboards. Frends can extract deal and pipeline data from Gong and integrate it with analytics tools like Tableau, Power BI, or Google Data Studio. For example, Frends workflows can regularly sync Gong’s deal insights and create dynamic visualizations for better forecasting and performance tracking.

Deal risk tracking and notifications

Gong uses AI to identify risks in deals, such as lack of next steps or reduced customer engagement. Frends can amplify this functionality by connecting Gong with communication tools like Slack or Microsoft Teams. For instance, when Gong flags a deal as at-risk, Frends can trigger a real-time notification to the deal owner and suggest corrective actions based on Gong’s recommendations.

Sales performance insights synchronization

Gong tracks key sales performance metrics like talk-to-listen ratios, interaction consistency, and objection handling. Frends can integrate Gong with HR and performance management systems like Workday, BambooHR, or SAP SuccessFactors to provide a consolidated view of performance metrics. For instance, Frends workflows can pull individual or team data from Gong and sync it with employee performance dashboards.

Multi-channel data synchronization

Gong captures data from multiple channels, including calls, emails, and meetings, but businesses often use separate platforms for managing these channels. Frends can integrate Gong with email systems like Gmail or Outlook, as well as conferencing tools like Zoom or Microsoft Teams, ensuring that interaction data synced to Gong is mirrored in other business systems to maintain consistency.

Lead scoring and prioritization

Sales teams often rely on Gong’s insights to improve lead qualification. Frends can connect Gong with lead scoring tools in CRMs or marketing automation platforms like Marketo or Eloqua. For instance, when Gong identifies high-priority leads or positive deal indicators, Frends workflows can automatically update the lead scores, prioritizing them for follow-up and notifying the sales team.

Custom notifications for key milestones

Gong monitors deal milestones, such as proposal sent, demo completed, or verbal commitment. Frends workflows can create custom notifications for these milestones using tools like Slack, Teams, or email. For example, when a deal reaches a critical stage, Frends can send alerts to key stakeholders, ensuring everyone stays aligned and updated on progress.

Sales and marketing alignment

Marketing often requires Gong's insights to align campaigns with sales efforts. Frends can connect Gong with marketing platforms like HubSpot, Marketo, or Pardot. For example, when Gong identifies common objections that customers raise, Frends workflows can notify the marketing team to adjust messaging strategies and provide sales enablement materials to address those objections.

Knowledge sharing and team collaboration

Sales employees often share key customer insights using Gong’s conversation analysis. Frends can integrate Gong with knowledge-sharing tools like Confluence, SharePoint, or Notion to ensure an organized repository of sales learnings. For instance, when Gong generates actionable conversation highlights or best practices, Frends workflows can store these insights in a central knowledge base for the entire team.

Renewal and upsell opportunities

Gong helps identify upsell and renewal opportunities based on customer interactions. Frends can integrate Gong with subscription management platforms like Stripe, Recurly, or Chargify to automate related workflows. For example, when Gong flags a potential upsell opportunity, Frends workflows can automatically notify the account manager and generate a draft proposal in the subscription platform.

Integration with training platforms

Frends can connect Gong with learning management systems (LMS) like Docebo, Cornerstone, or Moodle for continuous sales team improvement. For example, Frends workflows can sync insights from Gong, such as common objections or low-performing sales skills, with LMS platforms and assign relevant training courses to individual team members or entire groups.

Post-call action workflows

Frends can automate tasks originating from Gong’s post-call analysis. For example, if Gong identifies follow-up actions like sending a proposal or scheduling a demo, Frends workflows can automatically create tasks in project management tools like Asana, Jira, or Trello, ensuring sales teams don’t miss critical post-call activities.

Contract and document management

For sales teams using Gong to analyze deals, integrating it with contract management tools like DocuSign, Formstack Documents, or PandaDoc through Frends can streamline workflows. For instance, when Gong marks a deal as “ready for contract,” Frends can trigger the generation of a sales agreement, send it for e-signature, and update the status in CRM platforms.

Revenue forecasting and budgeting

Frends can enhance revenue intelligence by integrating Gong with financial forecasting tools like Adaptive Insights or Anaplan. For example, Frends workflows can sync deal likelihood scores and insights from Gong to financial planning software, providing more accurate revenue projections and enabling CFOs to make better strategic decisions.

Automated data tagging

Gong captures and categorizes conversations, but additional data tagging can improve insights. Frends workflows can augment tags for calls or emails by integrating Gong with custom tagging tools or data enrichment sources. For instance, Frends can automatically assign industry-specific tags based on customer data or conversation content, helping refine segmentation and reporting.

Incident escalation for critical deals

Critical deals that show negative indicators, such as lack of next steps or reduced engagement, require immediate intervention. Frends can monitor Gong data and escalate such cases through incident management tools like PagerDuty or OpsGenie. For instance, if Gong flags a high-value deal for potential risks, Frends can create an incident, notify the appropriate team, and prioritize remediation.

Record-keeping for compliance

Organizations in regulated industries often need to maintain conversation records for compliance purposes. Frends can automatically integrate Gong’s call recordings and summaries with archival solutions like AWS S3, Azure Blob Storage, or on-premises document repositories. Workflows can ensure that calls flagged as sensitive by Gong are stored securely and indexed for auditing or retrieval.

Pipeline coordination across teams

Sales pipelines often involve multiple cross-functional stakeholders. Frends can integrate Gong with ERP systems like NetSuite, project management tools like Monday.com, or support platforms like Zendesk to create unified workflows. For example, when Gong identifies a deal blocker, Frends workflows can assign tasks to supporting teams, notify customer support about escalations, or adjust delivery timelines in the ERP.

Integration with BI platforms for advanced insights

Gong provides valuable insights into sales performance and pipeline health, which can be further leveraged by integrating it with BI tools like Tableau, Power BI, or Looker via Frends. For instance, Frends workflows can aggregate Gong’s conversation metrics and deal data and visualize them in real-time dashboards, helping leadership teams make data-driven decisions.