As one of the world’s leading workflow automation tools, Zapier is all about the power of connection and integrated data. That’s especially true for Sales Operations Manager Dyan Meahl, whose job includes optimizing internal sales processes and making sure that sales leadership has access to the data they need to help their team succeed.
In the past, Zapier was using an independent tool to track and analyze sales call data. The tool lacked some key functionality, Dyan tells us:
“The tool we were using didn’t have an open API, and it didn’t connect to HubSpot, our CRM. That made the data inaccessible, which in turn made it hard to run analytics reporting,” she explains.
Without reliable, accessible data, it was harder for the Zapier sales reps to collaborate, and collaborating with other teams was even trickier. “Some teams didn’t have access to the data at all. We are a data-driven company, and we need everyone to have access to that data so that we can create the best journey possible for our customers,” Dyan says.
HubSpot is Zapier’s central source of truth for company data, with teams working together across Sales Hub, Marketing Hub, and Operations Hub. In an effort to keep data in one centralized location and keep deals moving, sales reps would spend around 15 minutes after each call updating meeting outcomes, manually writing summaries, outlining next steps, and updating fields in HubSpot. They would personalize emails based on the conversation and make sure they were ready to be sent out.
Fifteen minutes per call might not sound like a lot, but it was tedious and time-consuming, Dyan says. “If you have to do that for every call throughout the day, it adds up quite a bit.”
If they could automate this process, the sales team could redirect that time and energy to more calls and revenue-driving activities, instead of spending significant parts of each day on frustrating admin tasks.
The Zapier team knew that they wanted to switch to Gong for an unfiltered view into their customer conversations across calls, web meetings, and email. Now they just needed to connect Gong to their customer platform.
Enter the Gong app for HubSpot.
With the integration, sales reps can easily access valuable conversation intelligence directly within HubSpot, eliminating the need to switch between platforms or re-enter data manually. The integration brings over the call brief, next steps, and action items from Gong. All call data is automatically mapped to contacts, deals, and company objects with no additional effort, so all data is visible and accessible in one place. Information like deal stage and meetings booked are accessible at a glance.
“All of our data is now centralized within HubSpot,” Dyan says. “We have a lot of visibility that we didn’t have before, and all of our teams have access. It’s allowed us to increase efficiencies across the board.”
The Zapier team took the automation a step further and created additional workflow automation with their own tool. The workflow automatically generates follow-up emails for the sales team to prospects based on the details of the conversation.
The Gong app has significantly streamlined Zapier’s sales processes. The integration and automation have cut down on manual post-call tasks, eliminating those 15 minutes of data input per call and allowing the sales reps to focus their time and energy on revenue-driving activities.
With an extra 15 minutes per call, sales reps have been able to conduct an additional 1-2 sales meetings each day, which works out to an average of 63 more calls per month for the team.
“The feedback we’ve received from the sales team after the implementation of the Gong app for HubSpot has been nothing but positive,” Dyan says. “The ability to get data quicker and have it available in HubSpot is such a great efficiency gain for them. They can spend more time selling.”
The Gong app has improved collaboration with other teams, making it easier for them to jump in and support sales efforts as needed. “We can easily add a solutions engineer to a call or a deal,” Dyan says. “They can look at the timeline in HubSpot and see the action items and next steps, instead of having to watch an hour-long meeting or digging around for the information. It helps keep things moving.”
Seeing Gong call data in HubSpot has allowed the team to tighten their sales process and keep a stronger pulse on deal stages. They now have reports in HubSpot that will notify them if a deal stage needs adjustment, based on the Gong engagement data. Sales reps can keep metadata fields updated and accurate throughout the lifecycle with little additional effort.
Implementing the Gong app for HubSpot was absolutely the right decision for the Zapier team, Dyan says. “We can see all of our data in one spot much more easily. We can collaborate across teams. And most of all, we’ve made things so much more efficient for our sales team,” she says.
By streamlining workflows and automating key follow-up tasks, they’ve allowed sales to make more calls—which in turn increased monthly revenue by 5%. The ROI is very clear.
“With one or two more meetings each day, for every rep, it really adds up,” Dyan says. “It’s added to our pipeline, and it’s made a very noticeable difference to our monthly revenue.”