Ep. 511 | Elevating Account-Based GTM with Revenue Intelligence

OnBase: Smashing Sales and Marketing Misalignments

Episode Summary

In this episode of OnBase, hosts Chris Moody and Alicia Hale sit down with Udi Ledergor to explore the transformative power of revenue intelligence in account-based go-to-market strategies. Udi shares insights from his extensive career, breaking down the evolution of revenue intelligence, its impact on sales and marketing alignment, and the role of AI in reshaping the buyer experience. With thought-provoking anecdotes and actionable advice, this episode is packed with valuable takeaways for revenue leaders aiming to drive growth and foster collaboration.

About the Guest

Udi Ledergor is a five-time Marketing leader at B2B start-ups and is currently the Chief Evangelist at Gong. On his journey from Marketer #1 to Gong’s Chief Marketing Officer, he led the creation of the revenue intelligence category, pioneered an iconic, human-centric brand, and led Gong's Marketing efforts from zero to hundreds of millions in revenue.

Passionate about startups and brands during the day, whisky, music, and social activism at night, Udi is also an author, speaker, mentor, angel investor, board member, and advisor based in San Francisco.

Connect with Udi.

Key Takeaways

• CRM is Becoming Obsolete: Traditional CRM systems fail due to partial, delayed, and biased data. AI-driven tools like Gong are set to replace outdated CRM workflows by automating updates and delivering accurate, real-time insights.
• The Power of Mirroring in Sales: Reps who mirror a buyer’s language, including subtle use of swearing, can build rapport and improve win rates by up to 8%.
• Sales Success Lies in Listening: Reps who speak less than 46% of the time on calls outperform those who dominate conversations, highlighting the importance of listening to buyer needs.
• Revenue Intelligence Fuels Team Alignment: By providing a single source of truth, Gong removes guesswork, aligning sales, marketing, and rev ops on shared data and actionable insights.
• AI Enhances Buyer Engagement: From instant call summaries to personalized follow-ups, AI simplifies workflows and improves the buying experience, making it more efficient and human-centered.

Quotes

“Revenue intelligence makes arguments about ‘who said what’ obsolete by providing unfiltered, real-time data everyone can trust.”

Tech Recommendations

• ChatGPT

Resource Recommendations

Books:

• Think Again by Adam Grant
• Red Notice by Bill Browder
• Freezing Order by Bill Browder

Shout-outs

• Carilu Dietrich, Hypergrowth Advisor