The latest study from Gong Labs, titled "We measured the ROI of AI in sales… Here’s how it really impacts your deals," reveals that the use of domain-specific AI capabilities throughout the revenue pipeline leads to higher deal win rates for customers. The research examined over one million sales opportunities within 1,418 sales organisations that are utilising at least one AI feature provided by Gong.

This analysis focused on three AI-driven features within The Gong Revenue Intelligence Platform, assessing how the adoption of these technologies correlates with deal win rates. The outcomes demonstrated a considerable increase in win rates for deals of various sizes when revenue teams implemented these AI solutions. Key findings include:

The deployment of Smart Trackers, which represent the first user-trainable AI system capable of identifying key deal characteristics through context rather than keywords, led to a 35% increase in deal win rates. This tool enables teams to better understand deals, thereby enhancing their chances of success.

The use of Ask Anything, an innovative question-answer AI feature designed for revenue teams, resulted in a 26% higher win rate compared to teams that did not use it. This capability allows team members, from Account Executives to Chief Revenue Officers, to efficiently review essential details about accounts and deals, providing vital information for action.

Email Composer has significantly augmented representative productivity, with a 464% surge in the use of Gong’s domain-specific generative AI for email composition since February 2023. This improvement has led to a notable increase in productivity for representatives who typically spend an average of 12.1 hours weekly on email correspondence.Payment platform Square uses Gong’s Smart Trackers to train its own custom trackers that understand the context of all customer interactions captured and analysed in Gong’s platform.

“Our sales cycles move extremely quickly, so we are always looking for ways to improve our teams’ understanding of the deals they are working on and improve how they sell into new accounts,” said Matt Lamb, Head of Growth Quality Assurance, Square. “AI-based Smart Trackers allow our revenue teams to get ahead of training needs and adjustments to sales methodologies. As a result of this smart guidance we've seen reps optimise their outcomes due to this investment in AI-enabled value selling."

With AI adoption continuing to grow in the enterprise, companies must now prove the value of their    investments. Gong’s new research shows meaningful value for teams that use AI to more deeply understand their customers and prospects. By delivering AI solutions that are trained on more than three billion customer interactions, Gong is helping companies improve critical revenue workflows that increase productivity, predictability and accelerate growth.

“As popular as AI is in the business world, if it fails to deliver true value to organisations, it will end up as just another overhyped technology,” said Eilon Reshef, co-founder and Chief Product Officer, Gong. “Our research shows that targeted AI solutions are delivering significant value for revenue teams and helping them close deals more quickly, and more often. The Gong Platform is all about increasing sales success for revenue teams, and our approach to integrating AI reflects that.”

Gong Labs is a research content series that explores the data captured by Gong’s Revenue Intelligence Platform to uncover the industry’s best sales insights and help revenue teams win more deals.  For this report, Gong Labs analysed more than one million sales opportunities across 1,418 sales organisations currently using one or more AI features within Gong. Differences in win rates were determined by comparing deals where AI functionality was used by the selling team compared to those without AI utilisation.