With Gong, Pigment flags $4M in at-risk pipeline and lifts win rates to highest levels since 2023

Planning software provider Pigment faced a challenge that’s common to many growing companies: scaling effectively while maintaining a competitive edge. They turned to the Gong Revenue AI Platform to help them work on three key areas.

By using the Gong Revenue AI Platform, Pigment was able to improve their messaging, build a culture of coaching and learning, and forecast with confidence. This partnership transformed their sales operations, leading to their highest win rates in over two years, the recovery of $4M in at-risk pipeline, and a robust framework for continuous improvement.

During their latest sales kickoff, Pigment introduced a new messaging framework designed to differentiate them in a competitive market. Their challenge was ensuring the sales team adopted this messaging and that it had the intended effect when used. They turned to the Gong Revenue AI Platform to analyze their customer conversations and track the new messaging’s results.

Using the Initiative Board, Pigment correlated their use of new messaging with deal outcomes, and proved a direct link between their new messaging and deal success. The team was able to see if deals that used the new messaging had a higher win rate than deals that didn’t use it. The results were a powerful increase in win rates (highest since 2023) when the message was applied as designed. This clear return on investment justified a continued and deeper investment in sales enablement.

“Gong was instrumental in tracking the adoption and efficacy of our new company messaging. Its implementation was mission critical for our competitive differentiation.” — Nate Vogel, Head of Global Enablement*

As Pigment's Head of Global Enablement, Nate Vogel, says “The measurable improvements in win rates helped us justify and drive broader messaging adoption across sales and our other GTM teams.” The Gong Revenue AI Platform transformed this SKO initiative into a quantifiable, performance-driven strategy that eventually targeted coaching as well as planning initiatives.

As Pigment grew, its sales managers found themselves with less time to dedicate to coaching. The sheer volume of new hires and ongoing deals made it difficult to provide the kind of personalized, impactful guidance that reps — old and new — needed. AI-powered insights from sales conversations solved this problem by enabling more targeted and efficient coaching.

Specifically, their sales leaders used AI Tracker, which automatically flagged when key phrases were or weren’t used in sales conversations. By analyzing conversational cues and identifying key moments, Gong’s coaching solution now helps managers quickly target the right opportunities to coach. For example, the platform can flag instances when a rep might be misaligned on discovery priorities or when a competitor is mentioned. This allows managers to focus their coaching efforts where they're needed most, especially at the top of the funnel, when improvements in conversion and velocity have the biggest impact.

“Gong’s AI Tracker helped us surface coachable moments, stay aligned on what good looks like, and foster a culture of learning, knowledge sharing, and collaboration.” — Andres de Frutos, Revenue Programs Manager

Using the Gong Revenue AI Platform has proven so effective for coaching that manager adoption of features like Gong Scorecards has grown by more than 50% year-over-year. The Gong Revenue AI Platform’s collaborative approach has helped Pigment build a robust Sales Highlights Call Library, which is a central resource for onboarding new reps and ongoing training.

Before the Gong Revenue AI Platform, Pigment’s own top-down forecasting was limited by incomplete Salesforce data and a lack of real-time visibility into the signals that denote whether a deal will close. That left sales leaders disconnected from Gong’s bottoms-up forecasts.

By integrating signals from the Gong Revenue AI Platform into Pigment, the team now has a single source of truth for deal data. They’re using AI Deal Monitor to spot and clean up stale deals, flag risks early, and feed forecast signals into Pigment, which serves as their planning and performance management tool.

This shift has unlocked a more comprehensive paradigm of forecasting, enriching planning models such as capacity, territories, and quotas with real-time Gong insights from the field. As a result, Pigment has improved forecasting accuracy and empowered its teams to focus on the right deals at the right time.

“We’ve already flagged over $4M in at-risk pipeline. Gong is helping us get ahead of risk, not just react to it.” — Andres de Frutos, Revenue Programs Manager

Pigment’s journey with the Gong Revenue AI Platform wasn’t just about adopting a new tool; it was a strategic transformation of their entire revenue organization. Their partnership laid the groundwork for future innovation. Pigment is now exploring deeper analytics capabilities and automated data flows between the Gong Revenue AI Platform and their own planning platform to further optimize their sales motion.

By embedding the Gong Revenue AI Platform across their GTM organization, Pigment has transformed its sales strategy from a fragmented, reactive process into a data-driven engine for growth. The ability to measure their messaging’s effectiveness, provide targeted coaching, and forecast with confidence has not only improved their key metrics but has also created a more collaborative, knowledge-sharing culture.

Disclosure: Nate Vogel is the former VP Global GTM Enablement at Gong, and left the company in 2023.