How Can GTM Teams Leverage Data for a Comprehensive Customer Journey?

Eran Aloni

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In a recent enlightening podcast episode hosted by Adil Saleh and Taylor Kenerson, Eran Aloni, the Chief Customer Officer of Gong, delved deep into the significance of data in shaping the customer journey. Aloni emphasized the transformative power of data, not just for Gong but for their myriad of customers. For Go-to-Market (GTM) teams, understanding the customer journey is paramount, and Aloni’s insights offer a fresh perspective on how data can be the linchpin in this process. This article will dissect Aloni’s insights and present actionable strategies for GTM teams to harness the power of data.


Eran Aloni highlights the pivotal role of data in understanding and enhancing the customer journey. By leveraging data from various sources, GTM teams can gain a holistic view of customer engagement, identify opportunities, and drive more value.

About Gong

Gong stands as a pioneering force in the realm of revenue intelligence, offering businesses the tools they need to make informed revenue decisions. By harnessing the power of in-depth sales conversation analyses, Gong employs the industry’s most precise AI models to deliver actionable insights. Their expansive integration ecosystem sets them apart, ensuring that businesses have access to a comprehensive suite of tools to optimize their sales processes. With a commitment to innovation and excellence, Gong’s platform is designed to empower companies to understand their sales dynamics better and drive growth.

How Does Gong Utilize Data Throughout the Customer Journey

Gong’s approach to data is holistic. Every team within Gong utilizes their platform daily, ensuring a consistent reality check on customer interactions. But it’s not just about listening to calls. It’s about managing pipelines, renewals, and extracting actionable insights from these conversations. This comprehensive approach provides a clear picture of the customer journey, from initial contact to renewal. As Eran said,

Every single one of our teams uses Gong day in and day out… it’s about managing your pipeline, managing your renewals pipeline, getting alerts, and using data that we extract from those conversations to really know what is happening throughout the customer journey.

Moreover, Gong’s emphasis on data underscores its importance in today’s business landscape. In an era where customer preferences and behaviors are constantly evolving, having a real-time pulse on interactions can be a game-changer. For GTM teams, this means the ability to pivot strategies based on actual customer feedback, ensuring alignment with market demands.

Why is Data from Various Sources Crucial

Diversifying data sources enriches the understanding of customer behavior. Whether it’s data from Gong, product usage metrics, or other external sources, a multi-faceted approach ensures a deeper comprehension of customer engagement. This depth allows businesses to identify areas of opportunity and drive more value to their customers. As Eran said,

We invested in data from the very early days, data from a variety of sources, whether it’s from gong or from our product, or other sources to really have a very deep understanding of what our customers are using and how they’re using the product.

Furthermore, by integrating data from various touchpoints, businesses can craft a more cohesive narrative about their customers. It’s like piecing together a puzzle; each data source provides a unique piece that, when combined, offers a complete picture. For GTM teams, this means a more nuanced understanding of customer pain points, preferences, and potential areas of growth.

How Can GTM Teams Ensure Customer Self-Sufficiency

One of Gong’s strategies that GTM teams can emulate is empowering customers to be self-sufficient. This involves providing product features that allow customization, offering training and certification, and equipping customers with tools to achieve complex workflows. As Aloni points out, self-service throughout the customer journey doesn’t diminish value; it enhances it. Customers desire self-sufficiency, and providing them with the tools to achieve it can be a game-changer. As Eran said,

More and more, we’re deploying software and processes to allow our customers to be a lot more self-sufficient… So throughout the customer journey, there’s more and more self-service.

In today’s digital age, customers are more informed and tech-savvy than ever before. They seek solutions that grant them autonomy and flexibility. By promoting self-service, businesses not only cater to this demand but also streamline their operations, reducing the need for constant hand-holding and support.

Does Scalability Compromise Quality


A common misconception is that scaling processes might lead to a drop in quality. However, Aloni challenges this notion. He believes that scalability can bolster quality. For GTM teams, this insight is invaluable. By scaling processes and promoting self-service, teams can offer a more streamlined and efficient customer journey without compromising on quality. As Eran said,

I think I’ve heard some companies think that if you scale things necessarily means that the quality gets lower, I actually think that it actually supports quality, because customers want to be self-sufficient.

Scalability and quality are not mutually exclusive. In fact, when done right, scaling can enhance the overall customer experience. It’s about finding the right balance and ensuring that as processes are scaled, the core values and quality standards of the business remain intact. For GTM teams, this means constantly revisiting and refining strategies to ensure that growth does not come at the expense of customer satisfaction.

Key Takeaways

  • Data is pivotal in understanding and enhancing the customer journey.
  • Diversifying data sources provides a holistic view of customer engagement.
  • Empowering customers with tools and training promotes self-sufficiency.
  • Scalability can enhance, not diminish, the quality of customer interactions.


Eran Aloni’s insights underscore the transformative power of data in shaping the customer journey. For GTM teams, these insights are not just theoretical but actionable. By leveraging data from diverse sources, promoting customer self-sufficiency, and understanding the symbiotic relationship between scalability and quality, GTM teams can revolutionize their approach to customer engagement. As the landscape of customer interactions continues to evolve, staying ahead of the curve will require a data-driven approach, and there’s no better time to start than now.

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