How to Leverage Gong in Partnerships
Partner Awareness is the first step in Partner Enablement.
When folks think about the Partner Enablement function the first thing they typically think about is training and certification. Speeds and Feeds. Product training and functionality.
But your internal, customer facing teams are wholly uninterested in this information.
Their interests lie in their own success.
If you have constructed your partner program in a way that incentivizes them to leverage your ecosystem by:
Creating a brilliant better together story
Doing something together that they cannot do on their own that helps them win the deal in front of them
Having high value monetary incentives or quota relief
Once you've created these kinds of incentives the next thing to do is create awareness of when they can leverage them.
Here is our framework for how to create awareness among your internal teams by leveraging your partner's keywords
Finding Your Partner's Keywords
The first step in helping your partners to do keyword recognition is to identify these keywords for yourself.
Step 1:
Find transcripts from multiple call types that led to closed-won business
Find a few transcripts from initial BDR interaction, to AE Discovery, to QBR, to Support that involved the partner AND resulted in closed-won business. Identify the keywords that marked the pain points that your partner's solution solves for.
How did the customer articulate their pain?
What was said right before an AE said something like "We can help with that"?
Step 2:
Interview your Partner's Sellers and CSMs
Ask them what things they're listening for that qualifies a lead to move to the next conversion metric. Verify these words by searching for them in the transcripts
Add Keywords to Transcript Software
Most modern transcript software has the ability to track keywords. We have an integration with Gong which also has the ability to build smart trackers that are based more on conversational nuance rather than individual keywords.
Check out how to setup these trackers in Gong here.
Once you've setup these trackers you can then setup a Stream in Gong to send any matches to a channel in Slack.
If you don't have Gong or another Conversational Intelligence Tool it gets a bit more complex and manual. You can use a basic Command+F to do a word search in the doc created in Google Drive or in the txt file that is created in Zoom.
Creating Slack Channels for Partner Matches
To receive messages from Gong you'll need to setup a Slack channel (or channels).
This won't be a direct communication to the call owner. This would be setup as a channel for partner managers.
You can either setup a Slack channel for each partner, or you can setup one channel for all partner matches, or you could setup a channel per partner manager with only their partner matches in it.
The Slack message that comes from Gong to these channels has in it, the call name, the person who hosted the call, the customer name, the title of the meeting, and any instance where one of your keywords was mentioned and the paragraph around the keyword for a bit of context.
Again, if you don't have a Conversational Intelligence tool, or if you have one that doesn't integrate with Slack, this automation isn't possible. But you can still accomplish the same task in a manual way with the next two steps.
Giving the Match some Context
Ok... So now whether you have conversation from a CI tool or from doing a keyword search manually in a transcript you want to easily find out what the context is that you can give to the call owner about why the partner is a good fit for the customer.
We have created a GPT to help you out with this.
It's called Fluincy Bot and it's yours to use if you have ChatGPT.
You can access it here
All you need to do is provide the Fluincy Bot the name of the Partner, the Keyword you searched for, and the bit of transcript that surrounds the Keyword.
Fluincy Bot will provide you with context that you can share.
Communicating the Context
Remember that one of the first principles of partner enablement is that Context is King.
Your customer facing teams are most likely to learn about a partner if their current customer can benefit from the mutual value.
Now that you are equipped with this context you can send the information you gathered in the Fluincy Bot through a Slack Message or an Email.
But also be sure to include any relevant enablement content that you've created around the partnership.
And include a call to action.
What is it that you want this person to do with the information you just provided them?
How do I get my Partners to do this for my Keywords?
This is a great question!
You can provide them with this How-To, and you could use one of your lunch-and-learn opportunities to do a keyword training with them.
Here is a deck template we created for you to do a keyword training with.
If you want to do this automatically with your partners, Book a Demo with us!
We'd be glad to show you how you can take the steps we provided above and automate them both internally at your company, and externally with your partners.
