How to use Gong Agents to plan, execute, and measure GTM plays

A go-to-market (GTM) strategy is only successful if its:

1. Built on reliable intel from closed-won deals
2. Consistently executed across teams

But with teams working across disconnected workflows and basing strategy on biased CRM inputs, many leaders don’t have a reliable way to gather insights, deploy targeted plays, and ensure they’re being used repeatedly.

That’s where Gong Agents can help.

These agents deliver accurate, in-depth insights based on all your customer interactions, so you can quickly uncover the winning ingredients in a deal, identify blind spots, and drive revenue growth.

Here are three ways you can use Gong Agents to strengthen your GTM strategy.

Data is foundational to a winning GTM strategy. Accurate, unbiased insights help you identify what’s currently working within your strategy — and the opportunities, trends, and gaps you need to address moving forward to drive business growth.

You can use AI Ask Anything to remove subjectivity and access objective, targeted intel in seconds. It uses the Gong Revenue Graph to tap into all your enterprise revenue data and identify the ingredients to a winning GTM strategy.

With AI Ask Anything, you can get answers to your most pressing questions, like:

• What are the most common objections we hear when selling to enterprise customers?
• What is the primary reason customers go with [specific competitor]?
• Can you identify the commonalities among reps with the highest win rates?

Fun fact: Teams using AI Ask Anything reported 26% higher win rates.

Then, you can dive a layer deeper with AI Deep Researcher and AI Theme Spotter.

AI Deep Researcher goes beyond basic chat functionality, offering multi-step analyses and delivering structured reports based on real customer interactions. You can analyze all deals and accounts to uncover why you’re losing in a specific segment or market, or how new messaging is landing across accounts.

AI Theme Spotter reviews your customer data to identify patterns and uncover trends. You can define your top business priorities and instantly get insights on questions, like:

• What concerns do customers have with our new product?
• What is the common thread between closed-lost deals?
• What are the primary prospect pain points in the mid-market segment?

You can uncover what’s working, what isn’t, and identify growth opportunities at scale — and build and refine your GTM strategy accordingly.

After you’ve gathered information, it’s time to use that intel to create and implement your new strategy. And you need to be able to do so in a repeatable way; GTM strategies are only successful if reps use plays consistently and correctly. But static playbooks and disconnected sequencing tools make it challenging to drive consistency and execute winning strategies.

That’s where AI Builder comes in. It automatically turns real-time customer insights and proven strategies into structured, repeatable sales plays, enablement content, and workflows. Conversations are instantly processed and ready to power plays, battlecards, and messaging, which closes the gap between when a customer says something and when your org can use it to power its next wins.

Today, GTM teams can use AI Builder to:

• Generate sales enablement and training materials instantly
• Create competitive insights and battlecards based on live data
• Build FAQ and objection-handling guides for sales teams
• Produce persona-based scripts for emails or calls

And soon, AI Builder will also generate Gong Engage flows and Scorecards, letting teams operationalize proven strategies even faster. Instead of turning insights into step-by-step outreach sequences or structured performance frameworks, GTM teams will be able to build and deploy them in minutes. This means faster activation of new plays, tighter alignment across teams, and the ability to reinforce winning behavior at scale.

From marketers and enablement leaders creating consistent messaging and assets, to RevOps teams operationalizing plays with clear scorecards, to sales reps asking, “Show me what actually wins against this competitor,” AI Builder ensures every role can tap into real customer insights and replicate what works. It turns repeatable GTM execution into something every team can ship, quickly, confidently, and grounded in the data that drives revenue.

Once your GTM strategy is out in the wild and reps are consistently enacting the plays, you need to see how they're landing.

AI Tracker makes it possible to keep a pulse on play progress, so you can course-correct before it’s too late. It automatically detects and tracks key moments across all conversations, giving revenue teams greater visibility into rep and customer behaviors.

With AI Tracker, you can:

• See how reps discuss pricing and handle objections
• Spot deal trends and pivot to keep conversations on track
• Identify customers on the edge of churning

Then, you can use this information to inform your next steps and lead more impactful GTM plays. Revenue teams using AI Tracker detect deal risks more accurately and increase win rates by 35%.

To drive business growth, GTM teams must know why they win — and be able to use that information to execute consistent plays. But historically, disparate systems and static playbooks have gotten in the way of uncovering real-time insights and implementing repeatable plays.

Now, with Gong Agents — built on the Gong Revenue AI Operating System — everyone across the GTM organization can access in-depth insights and repeatedly deploy them across their workflows to increase win rates.

Want to learn how to level up your GTM strategy with Gong Agents?

Get a demo.