Integrating Testimonial Tools with Legal Teams: Insights Needed | CMAweekly Customer Marketing and Advocacy Slack

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Integrating Testimonial Tools with Legal Teams: Insights Needed | CMAweekly Customer Marketing and Advocacy Slack

Mary Green
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That's a great question.
Emily Coleman
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I think the features are so new that a lot of legal teams don't even know they exist yet. I think a few use cases from orgs that have tried it would go a long way toward building trust with our legal team.
Joel (Salesforce)
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I feel like it’s one of those things that the platform would help you identify and then you would ask the CSM (or account owner) to make sure account health is good before asking the person for permission (the customer legal team too).
Emily Coleman
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Joel (Salesforce) have you used a tool that does this? Or are you just sharing how you'd approach it?
Joel (Salesforce)
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My approach, Emily Coleman, as I see it like any other testimonial — just a different source.
Emily Coleman
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Yeah, unfortunately, legal sees it pretty differently.
Joel (Salesforce)
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What’s their perspective?
Emily Coleman
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That a customer being recorded on a Gong call and having a quote pulled later could be a liability if the customer didn't know that the transcript or recording could be used for that purpose.
Mary Green
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Angela Ferrante any thoughts on this?
Perri Chaikof
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with Laudable, they have a productized system for you to request approval from the customer to use their quote in marketing materials. It's not a given that call snippets or quotes can be used by marketing because the customer consented to having the call recorded.
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Evan Huck
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Yea great question - it is definitely a bit wild west right now (curious to hear Angela Ferrante's feedback as I believe they were the first to launch this feature). Our initial approach at UserEvidence was just to defer to the UE user (ie customer marketer) to use their judgement and be appropriately conservative/smart in publishing quotes or case studies from Gong transcripts, including giving the user the option/control to keep it blinded/anonymous, which definitely reduces the exposure of course relative to named. But we're going towards more of an (optional) approval workflow as well (e.g "publishing" that testimonial would then kick off an approval email w/"hey can we use this A) not at all, B) blinded/anonymously, C) named" -- especially since a lot of our customers are larger enterprise and in security vertical so more conservative/buttoned up and would need an additional sign off on that (b/c the 4 second Gong annoucement at the top of the call definitely doesn't address this use-case)
Emily Coleman
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Right, I explained the approval process for customers but legal has a concern that even the act of going to a customer and surfacing a quote from a Gong call to ask for approval could have unintended consequences and put off customers because they may feel like they didn't consent to have these calls reviewed for marketing purposes.
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Evan Huck
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mmm interesting i see, yea that's a fair question.
Emily Coleman
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Just to be clear, I understand the approval process, but it's not me I have to convince, it's the lawyers. Especially when we're dealing with security/privacy sensitive customers in developers/engineers.
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Mary Green
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What about a work around? You could say "Hello Customer, I heard from your CSM that you had an interesting story about XYZ, could you tell me more about it?" Otherwise, it might be a good idea to message Gong and ask, I'm sure the question has come up before and since we haven't been able to help you, maybe you could share with us Emily Coleman
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