I love Gong! We recently moved from Gong to Momentum last month, but one of my biggest Customer Marketing use cases was building an advocacy discovery workflow in Gong.
A few Gong features that were especially helpful:
• AI Briefs – I built Customer Reference AI briefs that automatically pulled sentiment, use cases, product adoption, ROI, advocates, and risk signals from calls so we could quickly determine if an account was reference-ready.
• Conversation Folders – Organized calls by themes and/or product use cases to create a searchable library of customer stories and proof points.
• Smart Trackers – Set up trackers to automatically surface signals like migration stories, ROI mentions, product launches, customer wins, and churn risk.
• Search – Used keyword searches to quickly validate customer claims, pull quotes, and find relevant use cases across accounts.
• Slack Integration – Routed tracker alerts into Slack so our team could proactively identify opportunities for references, reviews, case studies, webinars, and speaking opportunities.
The biggest shift was moving from a reactive “Who can do a case study this month?” process to an always-on advocacy discovery engine that gave us more independence from manual sourcing while still keeping Sales and CS aligned. Working on building this now in Momentum.
Happy to compare notes if helpful!
