GenAI for Strategic Initiatives

I wanted to share another practical use case of GenAI in GTM. In this case meeting the needs of PMM and Enablement teams to address those questions the board / executives are always asking - Why do we win? What is working? How is that new initiative going? We entered a new market - how are we doing?

My role at Gong involved me working with our customers to drive more strategic engagements. A lot of our customers were using Gong to record calls and review calls but they knew that they could be doing so much more. They knew they had this goldmine repository of customer interactions and they wanted to leverage that to drive strategic initiatives.

They were rolling out new messaging, they were rolling out competitive plays, they were rolling out new initiatives (cross sell / upsell / new products / new markets) and the question they all asked was - How do I know if this is working? How are my customers reacting? Is it helping me win more deals? What feedback are we getting?

The other question I got a lot was tell me about my business. You have all these calls, why do I need to come to you with a hypothesis (known knowns), tell me about the unknown unknowns (the stuff customers are asking / mentioning that is in the calls).

Our more adventurous customers were able to leverage smart trackers, initiative boards or use their data scientists to analyze Gong data in Snowflake but this still fell under the 'too hard to do' bucket. It required dedicated resources and effort and a lot of trial and error and was not something a majority of our customers could do.

Those following my newsletter, know that I have been experimenting and finding solutions to tackle GTM with a GenAI lens. The question I have been asking is - "can GenAI tackle this need of my customers"? My search led to an answer.

Over the last few weeks I got connected to Sanjeev Somani (coincidentally we attended the same undergrad school) and did a deep dive on www.tribyl.com. Tribyl, which stands for tribal knowledge, is using purpose-built GenAI to mine call recordings (Gong, Chorus, Clari), and is tying buyer insights to revenue outcomes, to answer burning GTM questions.

Tribyl’s secret A.I. sauce lies in their buying journey intelligence layer, it looks a lot like the below:

Tribyl users are able to analyze buying journeys across 1000s of deals and calls, with 1-click!? You can get granular - e.g., what’s the top-selling use case in financial services last quarter?

Tribyl has two “modes” - supervised (ask Tribyl to test a hypothesis - known known) and unsupervised (tell me what I don't know - unknown unknown).? The output is deep and specific.

What I also like about Tribyl is that they’ve built an intelligent UX layer for different GTM roles -- e.g., product marketing, content, campaigns, sales enablement, and also the C-Level!? Tribyl’s pre-packaged insights follow a job-to-be-done approach, see examples below:

When I have done this work in the past, establishing causation (versus correlation) has been a challenge.? Just because the rep mentioned the new messaging once, does it mean that messaging moved the deal forward?? Tribyl solves this problem by analyzing what buyers said, whether the discussion went past the initial call, what words were used, and so forth.?

This makes a lot of sense in hindsight as it flips the discussions from activities (are my sales teams doing what I am asking them to do) to impact/outcomes (is my messaging motivating prospects to move forward in their buying journey) as captured by what the buyers are saying in conversations.?

Tribyl also unlocks VOC insights buried in call recordings to produce hard assets -- e.g., FAQs and content, customer stories and battle cards. ? What’s powerful here is that these assets are generated using the words of in-market ICP buyers and another practical use of GenAI.?

So coming back to the original question -

If you feel that you know with confidence

• why do we win? why do we lose??
• what messaging is working?? what’s not? why?
• we launched this new product or solution, how are our customers reacting to this?
• we entered a new market, what is the customer feedback?

then Tribyl is not for you.? But if you’re still struggling to answer the hard questions your C-Suite is asking, you don’t want to miss checking out Tribyl.