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Absorb Software sees 30% revenue boost by adopting gen AI for productivity gains and improving buyer experience

Coaching Deal Execution Strategic Initiatives Small Business North America Education
Increase in revenue

The challenge

Before adopting Gong, Absorb’s leadership team made many decisions based on the info that sales reps entered into Salesforce. They had to trust that the reps added the right info in a timely manner. Execs didn’t have functional visibility and the time it took to mine for insights was untenable. All this impeded Absorb’s growth trajectory.

The outcome

Absorb’s sales team is closing more deals by using Gong’s gen AI to power training sessions and refine sales strategies. They halved the time from a rep’s hire to their first sale. Best of all, total revenue is up by 30%.


Calgary, AB



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A whopping 77% of a rep’s precious time gets devoured by non-selling activities, as reported by Forrester. That’s a startling reality and it has repercussions for everyone in revenue-focused roles. Generative AI (gen AI) addresses this by delivering remarkable productivity and automated support to sales teams, so they can spend more time on selling activities. Absorb Software revamped its sales workflows by adopting Gong’s gen AI (purpose built for revenue teams), thus increasing the coaching time available to sales reps and propelling productivity gains.

We talked with Absorb’s Senior Sales trainer, Kerry Heilskov, to hear about these wins first hand and how they increased revenue by 30%. Let the highlights spark ideas for how you might use AI to improve win rates in your role. 

Turning limited visibility into actionable insights

Absorb Software is a global leader in learning solutions, and their learning management system (LMS) revolutionizes onboarding and learning engagement. Kerry oversees the onboarding and ongoing development of Absorb’s sales professionals. She’s devoted to ensuring that Absorb reps have the training they need to improve the buyer’s journey and quickly drive new and recurring revenue.

Before Gong, Kerry says “life wasn’t good.” Senior managers made decisions based solely on the info that reps did or didn’t put into Salesforce. There was “no real visibility.” Tasked with significant growth, Absorb’s sales team hit pause to find a platform that could help them save time and enhance decision-making. 

Absorb adopted Gong, a choice Kerry credits with contributing to a 30% increase in revenue. The Call Spotlight feature has been the real standout for the team — they can’t imagine going back to not having it. Call Spotlight focuses your attention on the critical aspects of a call, helping you understand all the key details without listening to an entire conversation. Plus, it delivers actionable insights instead of basic summaries. 

Unlocking sales excellence in workflows

Gen AI has fully reshaped Absorb’s sales workflows, resulting in stronger communication and high performance. Here are the top ways the sales team is closing more deals using Call Spotlight:

Meeting mastery and coachable moments

Preparing for meetings now takes 80% less time. Sales leaders review three times as many calls in less time. The best part? They hone in on the key parts of a call to deliver timely spot coaching, which has accelerated high performance.

Crafting compelling follow-ups

Sales reps use the AI’s suggestions for impactful follow-up emails. Call Spotlight integrates pertinent details from the discussions into the emails, guiding buyers towards action, then team members simply customize the email to align with their individual style and tone. This eliminates the challenge of figuring out what to say, and prevents deals from slipping through the cracks.

Collaborating to close deals

Call Spotlight facilitates seamless collaboration between account execs and solution engineers. Call synopses pinpoint customer pain points and show exactly what to cover in demos to improve the buyer’s journey. Teams use Call Spotlight’s Ask Anything feature to uncover the business problems behind a customer’s tech problem. Asking straightforward questions like, “What business problem is the customer trying to solve?” can provide deep insights into the customer’s needs and culture. With that knowledge, the team sells a wider range of solutions grounded in value. This approach leads to more and larger deals closed.

Adoption and getting results

If you want to unearth AI’s full potential, Kerry recommends “showing your team the power of the tool.” She devised an activity that requires reps to document a call’s highlights and next steps. This activity takes them more than one hour to complete manually, but only two minutes with Call Spotlight. Once a rep experiences this time saving, they quickly incorporate the tool into their workflows. It’s a no-brainer. 

The best part? Now, you can enrich your CRM with Call Spotlight data and insights. This means your reps won’t spend countless hours on manual data entry instead of selling to customers. 

“Throughout my sales career, sellers have always asked for an assistant. Well, Gong is your assistant! Call Spotlight reduces our follow-up and documentation time by as much as 96%. Experiment with it. Those who use it will always outperform the rest.”

If you want to harness the time-saving power of gen AI with your team, we’d love to show you Call Spotlight.

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