Overview
The Gong integration enables automatic identification and scoring of customer
advocacy moments from sales and customer success calls. This creates a
continuous feedback loop that keeps advocacy scores current based on actual
customer sentiment.
Setup
Connect via Workato: Follow this guide
Core Use Cases
1. Advocacy Moment Detection
Automatically scan Gong calls to identify positive advocacy moments, including:
Video clips of customers praising your product/service
Quotes expressing satisfaction, ROI, or success
Unprompted recommendations or referrals mentioned on calls
2. AI-Powered Advocacy Scoring
Each call receives an AI-derived advocacy score (1-100 scale)
100 = strongest advocacy signal
Scores analyze sentiment, enthusiasm, and specific advocacy indicators
3. Dynamic Segmentation
Automatically segment advocates based on Gong scores:
High scorers (80-100): Priority advocates for case studies, references
Medium scorers (50-79): Nurture for future advocacy opportunities
Low scorers (<50): At-risk accounts requiring attention
Key Benefits
For Customer Success: Early warning system for account health through
sentiment trends
For Marketing: Pipeline of verified, recent advocacy content (videos + quotes)
For Sales: Real-time intel on which customers are ready to be references
For Product: Unfiltered customer feedback and pain points from actual
conversations
Data Flow
Gong Call Recording
↓
AI Analysis & Scoring (1-100)
↓
Advocacy Moments Extracted (video clips + quotes)
↓
Advocate Profile Updated
↓
Segment Assignment (based on score)
↓
Automated Actions (outreach, content requests, etc.)
Sample Outputs
Advocacy Moments:
"This tool has saved us 20 hours a week. I've already recommended it to three
other teams." (Score: 95)
Timestamped video clip of customer demo'ing your product to their team
(Score: 88)
Profile Updates:
John Smith (Acme Corp): Score increased from 72 → 91 after positive QBR call
Auto-moved to "Top Advocates" segment
Flagged for case study outreach