In the context of B2B SaaS sales, marketing, and product development, understanding your customers' needs has always been a strategic way to ensure success. But, with competition ramping up and customer preferences evolving, many businesses now rely on innovative tools to keep up with exactly what customers want, when they want it.

In recent years, software like revenue intelligence platform Gong have become particularly popular for recording conversations and providing sales coaching. But many of these tools still leave a lot to be desired.

While Gong excels at capturing call data, it doesn't fully unlock the depth of insights needed for strategic decision-making in today's modern marketplace. And with things moving so quickly, having access to actionable insights in real-time is essential.

That’s where Four/Four comes in.

By integrating Four/Four with Gong, businesses can enhance their data analysis, get a more comprehensive understanding of customer interactions, and drive better business outcomes.

Here’s how.

Maximising Your Gong Data Utilisation

There’s no doubt that Gong is a useful tool for capturing valuable customer interaction data. But, when it comes down to it, many businesses still struggle to fully utilise this information.

With revenue intelligence platforms like Gong, teams find it difficult to manage the sheer volume of calls being recorded, making it difficult to extract actionable insights manually and make the most of time-sensitive opportunities. As a result, the “insights” generated by software like Gong are in some cases, completely unusable.

Gong call recordings also tend to overlook the value of the customer's true voice, creating further gaps between data capture and strategic usage.

As a standalone product, here are just some of the challenges your teams might experience while using Gong:

• Overwhelming volume: Without tools to help users extract and essentially translate insights into more manageable data, the volume of call recordings from tools like Gong can easily overwhelm teams and lead to valuable opportunities being missed.
• Manual sifting: Extracting actionable insights manually is not only time-consuming, it can also lead to inaccuracies, and a complete misalignment of in-house strategies and teams.
• Lack of customer voice: As mentioned, data from software like Gong often fails to capture the true essence of customer feedback. This can include missing out on the type of language your customers connect most with, leading to a lack of effective customer engagement and issues communicating your products in the most straightforward way.
• Data-driven decision gap: When there are gaps between how customer data is captured and how it’s used, everything from product development to marketing will also be impacted. This can create a lack of alignment between your company goals and overall business operations, and it can feed down into customer perception, engagement, and revenue growth.
• Limited scope of insights: Tools like Gong often focus on sales-specific data, without taking valuable insights from global trends, market insights, and product development into account. This narrow view can make it difficult to understand not only what will satisfy customers now, but what might satisfy them in the future.

Extracting More Value from Gong Customer Data with Four/Four

Products like Gong mark a significant change in how customer data is captured and presented. But, by applying advanced AI and machine learning algorithms, Four/Four takes your Gong data to the next level.

For example, Four/Four’s technology can:

1. Records calls (Capture): Four/Four captures every customer interaction, storing all conversations for further analysis and integrating seamlessly with tools like Teams, Meet, Zoom, and existing data software like Gong. Unlike competitors, Four/Four also incorporates real-time market insights to ensure fully-comprehensive and flexible customer data capture.
2. Generate insights (Codify): Four/Four’s advanced algorithms codify raw data into meaningful insights. This includes extracting specific actions and activities based on sales and product methodologies. Four/Four’s competitors typically focus solely on sales-related activities and miss out on valuable product feedback. But, Four/Four ensures that insights are relevant across the entire customer journey, linking them back to CRM data for an even more well-rounded view.
3. Generate topics (Create): While other solutions tend to rely on manual extraction and grouping of insights, Four/Four also allows you to automatically group activities according to their semantic similarity. This advanced topic modelling technique saves time, eliminates errors, and exposes areas of opportunity that the customer may not be specifically looking for — helping your teams present additional commercial value.

The Unique Value that Four/Four Provides for Gong Users

For those who want to get ahead of the competition and create deeper, more loyal connections with customers, integrating Four/Four with Gong offers specific benefits that enhance the value of your existing data.

Four/Four’s integration with Gong is particularly useful for:

• Exposing additional opportunities: By leveraging Four/Four’s advanced topic modelling on your Gong data, you can identify hidden opportunities and trends that may not otherwise be clear. This enables you to act on emerging needs and market gaps that your sales team might usually overlook during individual conversations.
• Mining past data: Four/Four can analyse historical Gong call recordings to identify long-term patterns and trends. This allows you to gain insights from past interactions, helping you refine strategies based on comprehensive historical data rather than just recent conversations.
• Enhancing research capabilities: Four/Four’s integration with Gong enhances your ability to conduct detailed, ongoing research on customer interactions. By automatically analysing call data, Four/Four provides deep (but ready-to-use!) insights into customer pain points and preferences, supporting more agile, targeted product development processes, sales efforts, and marketing campaigns.
• Enabling cross-departmental insights: While Gong focuses on sales conversations, Four/Four expands the utility of your Gong data by integrating insights from product feedback, customer support interactions, and global market insights. This approach not only helps you avoid data silos, it also ensures that all customer-facing departments are aligned on customer expectations and needs.
• Improving follow-up actions: Integrating Four/Four with Gong allows for more efficient follow-up actions with insights always ready to use in real-time.
• Improving coaching and quality control: Four/Four improves the quality and consistency of your Gong data. It allows you to search transcripts for specific keywords and phrases, enabling managers to provide more targeted feedback and improve in-house coaching processes.
• Setting a new standard in insights: Four/Four redefines what customer data and insights actually are and sets a new standard for how they can be used. Four/Four’s sophisticated AI-driven analysis goes beyond surface-level data, offering deep, actionable insights that drive strategic decisions and promote business growth across all departments.

Tip: If you don't have Gong licences for your support or customer success teams, you can use Four/Four's notetaker in addition to Gong. This ensures that all relevant customer interactions are still captured and analysed, providing a complete picture of your customer relationships.

Four/Four as a Standalone Product

Four/Four can be an invaluable tool for any organisation looking to maximise the value of their customer data and enhance the existing features of Gong and software like it.

But, even as a standalone solution to enhance customer understanding and drive better business outcomes, Four/Four is extremely beneficial.

This is because, with Four/Four, you gain access to:

• Advanced AI-driven analysis: Four/Four’s sophisticated algorithms go beyond basic transcription and summarisation, analysing the context and content of customer conversations to identify key trends, pain points, and emerging themes. This depth of analysis ensures that you capture the real needs of your customers more easily than ever!
• Automated extraction of valuable insights: Manual sifting through call recordings is a thing of the past. Four/Four automates this process, extracting actionable insights quickly and accurately, reducing the workload on your teams and ensuring no valuable information or opportunities are missed.
• Comprehensive customer journey capture: Unlike solutions that focus solely on sales interactions, Four/Four accurately captures the entire customer lifecycle, from initial contact to post-sale support. This level of insight ensures you understand the full scope of customer needs and experiences, leading to better customer engagement and satisfaction.
• In-depth reports using sales/product methodologies: Four/Four generates detailed reports that align with both sales and product development methodologies. These reports highlight customer needs, preferences, and feedback, enabling teams to make data-driven decisions that are finely tuned to actual customer sentiments.
• Enhanced research capabilities: Four/Four allows for more detailed research into customer conversations than ever before. This helps identify pain points and gain a complete understanding of customer contexts — making it easier to target and tailor your offerings more precisely.
• Significant time and resource savings: By automating the extraction and analysis of insights, Four/Four frees up valuable time and resources for your teams to focus on strategic initiatives rather than getting bogged down by manual processes. This efficiency translates into more productive use of time and resources, leading to better business outcomes.

Tip: When it comes to customer data management, it’s essential that your customer data platform prioritises data security when collecting data, storing it, and using it. This means only using data collection methods that follow GDPR rules and follow UK and international data regulations to protect your own data against any kind of data breach. At Four/Four, this is something we take very seriously, and we believe you should too!

Discover the Benefits of Four/Four for Your Business

Whether you want to enhance your sales strategies, refine your product development, or simply gain a deeper understanding of your customers, Four/Four provides the tools you need to succeed.

To learn more about Four/Four for your individual needs, connect with our team and get a free product demo.