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  • September 2020 (Revised June 2021)
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Gong: Resonating Conversational Insights

By: Alison Wood Brooks and Trevor Spelman
  • Format:Print
  • | Language:English
  • | Pages:17
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Abstract

In 2015, Amit Bendov was struck by a realization about a new technology that might be able to transcribe musical notation in real-time, which eventually became known as Gong. Gong’s business proposition was simple: provide software that automatically captures, understands, and analyzes written and spoken sales conversations (not music) to help sales teams sell more effectively. It was a compelling idea with the potential to create significant value for its users. There were, however, many questions. Could the technology live up to its promises? What could salespeople learn from their own conversations and from the best — and worst — salespeople among them? Could leveraging conversational insights make a measurable impact on a company’s bottom line? And how could Gong defend against competitors, both now and in the future?

Keywords

Applications and Software; Technological Innovation; Communication; Performance Effectiveness; Sales; Customer Satisfaction; Competitive Strategy

Citation

Brooks, Alison Wood, and Trevor Spelman. "Gong: Resonating Conversational Insights." Harvard Business School Case 921-015, September 2020. (Revised June 2021.)
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About The Author

Alison Wood Brooks

Negotiation, Organizations & Markets
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Related Work

    • September 2020 (Revised June 2021)
    • Faculty Research

    Gong: Resonating Conversational Insights

    By: Alison Wood Brooks and Trevor Spelman
Related Work
  • Gong: Resonating Conversational Insights By: Alison Wood Brooks and Trevor Spelman
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