Brian LaManna introduces Gong's AI Theme Spotter, a new feature that analyzes large sets of calls to surface data-backed themes across go-to-market conversations. He demonstrates a customer case study: the customer analyzed 789 EMEA calls from the prior 90 days using Theme Spotter, which clustered mentions into themes and sub-themes and quantified prevalence, accounts affected, and pipeline impact. The top theme was cost/ROI objections (≈17% of deals, 18% of accounts), impacting over $3.2M in pipeline; leadership used the findings to roll out enablement, ROI calculation resources, and a value engineering team, and within 60 days the theme’s prevalence dropped by over 27%.
Questions this video answers
789 calls.
The prior 90 days.
Approximately 17% of deals.
Approximately 18% of accounts.
Over $3.2 million in pipeline.
Chapters
Another day, another massive GONG product launch. We've had customers asking about this for years and it is finally here. AI themespotter. So gong's AI themespotter gives leaders visibility into things they didn't even know to look for. Instead of just relying on anecdotes, themespotter gives them a clear data backed picture of what customers are saying at scale across go to market. Now let me walk you through a real story. One of my customers came to us because their win rate was dropping in EMEA and deals kept pushing out of quarter that were forecasted to close in a quarter, hurting their forecast accuracy. Now, when they went to sales and the individual contributors, every rep was telling them a different story and giving them a different reason. Leadership couldn't pinpoint why. They had many, many theories, but nothing consistent or that they were able to back up with real data. So they knew where they should ultimately focus. So what they did is they turned to gong, they turned to themespotter and they ran an analysis on their calls over the last 90 days. So they came into the GONG platform and on the far left here, they came into this Insights tab and the AI theme spotter. So what they wanted to do was run a new analysis and then you're able to choose either from a set of preset questions that GONG will recommend, or an organization can choose specific questions, anything that they would want to look across their business in particular. So what this organization wanted to do was they wanted to understand the most common objections and then they could come in and filter this data set as well. So as an example, because they're in emea, they could come in and understand, hey, for a specific region like emea, we only want to look at those teams calls. They could also look across specific teams within emea. And last but not least, they could also sort by things like what stage the deal was in the timeframe over the last 90 days, so on and so forth. So once they found those parameters, they were able to drill down and filter down to 789 calls. Next, they ran their analysis. What themespotter does here is analyze every call in that data set and cluster related mentions into themes. So when that report is complete, they're able to quantify everything. How often the theme showed up, how many deals it touched, and even how much revenue those deals represent. Now, in this customer's case, the number one theme was customer objections related to cost and ROI. It was showing up in almost 17% of their deals, 18% of accounts, and impacting over $3.2 million in pipeline that utterly shocked them that that was the largest concern and objection that was impacting a lot of these deals. Pull push. But themespotter takes it a step further as well. It's gonna break it down further into the sub themes. So for the customer, what they learned was justification of investment through clear ROI was actually the largest sub theme. Others were desired for more flexible pricing and focus on long term cost effectiveness and tco. Now what this team and leadership was able to do is also pull in and click into the direct call snippets to show exactly how customers phrase these concerns. They could listen to the actual voice of customer without having to sift through hundreds of calls. This made it really clear for them the total price wasn't actually the biggest, it went beyond that. It was needing to justify with a clear ROI story and also a long term total cost of ownership. Now with this report, the go to market leader put together a quick two slide executive readout and they recommended three different adjustments for how they could improve their win rate in EMEA and stop deals from slipping. Number one, roll out more enablement and messaging around total cost of ownership so they could get in front of that objection. Number two, build additional resources to help their sellers with these ROI calculations. And third, actually launch a value engineering team for key enterpr prize deals where they needed to really quantify ROI through a very clear story. Within 60 days of rolling all this out, this theme dropped by over 27%. So that's theme spotter. When you know what patterns to look for or when you need a clear picture across hundreds or thousands of calls, this is the capability that surfaces those signals that actually matter. It's the monthly or quarterly health check your team has been missing. If you want to run this for onboarding, competitive intel, pricing, feedback, retention signals, you name it. That's where the real magic of Gong's AI starts. It.
