Anthropic's 64% productivity gain: Combining revenue AI with a customer-centric GTM strategy

AI companies like Anthropic — the AI safety and research company renowned for Claude — know that today, success is built on great data. And the best sales data for authentic connections and lasting relationships comes directly from your customers.

This core belief is why Anthropic leverages the Gong Revenue AI OS. As Kevin Jordan, GTM Enablement Lead at Anthropic, puts it:

"Insights from customer conversations should be the foundation of your data strategy. And Gong is where you start." —Kevin Jordan, GTM Enablement Lead

Kevin emphasizes that the Gong Revenue AI OS is not just a sales tool; it's the solution at the center of Anthropic’s customer data strategy, allowing them to make sure their go-to-market teams have access to relevant insights pulled directly from customer conversations. This approach is having an outsized impact on productivity, having delivered a 64% gain on their sales team, as well as a more customer-focused go-to-market (GTM) team.

High-quality customer data is a prized possession at Anthropic. As Kevin explains, "Really good customer data lets you understand exactly what your customers want and need. When you have that, you can prioritize and strategize accordingly.” This nimble approach and customer obsession is paramount to staying ahead of the competition in AI’s fast-paced GTM landscape.

Anthropic’s teams use the Gong Revenue AI OS to this end in several ways, starting with rich transcripts and summaries from AI Call Briefer to bring everyone touching accounts up to speed. Users can understand a customer’s journey in minutes without needing to quiz the customer about their history or priorities. Plus, insights from Gong AI call analysis now inform Anthropic's strategy for account penetration and tailored service delivery.

"The way you stay customer-centric is by listening to your customers, so you can respond in ways that amaze them. Gong empowers us to do that." —Kevin Jordan, GTM Enablement Lead

By having a central repository of customer conversations and insights, every team — from sales and marketing to product — has a deep understanding of what customers truly need, making it possible to shift tack as needed to deliver tailored solutions and build lasting relationships.

At Anthropic, the enablement team makes sellers more productive by helping them reclaim time and ramp up faster. That means freeing them from administrative burdens so they can focus on customers and build lasting relationships. "We don’t want our sellers doing administrative work instead of spending time with their customers," says Kevin. “It’s our job to remove time-wasting manual processes that are better addressed through automation."

This approach is working and the Gong Revenue AI OS has played a central role in these remarkable results.

“If it works, they’ll use it!” Kevin’s theory has proven true in accelerating onboarding and training for Anthropic’s rapidly scaling team. Using Gong and other efficiencies, Anthropic has seen remarkable results, including 46% faster ramp times and a deeper focus on their customers.

They achieved that by having sellers listen to Call Libraries of winning conversations to understand best practices and stay up to date on messaging that works.

"Our sellers are able to be way more effective by listening to winning customer conversations in Gong to understand what good sounds like. Gong is like a buddy who shows them the customer’s priorities, points out use cases Anthropic excels at, and clarifies what customers need to be successful." —Kevin Jordan, GTM Enablement Lead

Seller use of the Gong Revenue AI OS has grown from 91 to 243 seats — a testament to its effectiveness. Kevin attributes this widespread adoption to a simple truth: "We've had tremendous adoption of Gong because it works.” It seamlessly integrates into the sellers' workflows, acting as a productivity solution rather than an inspection tool.

With so many tasks taking up their day, modern sellers can easily lose focus. AI agents in the Gong Revenue AI OS enable Anthropic’s sellers to concentrate on high-value tasks that directly benefit customers.

Before a meeting, for example, Anthropic’s sellers now use AI Call Briefer to gain quick insights, replacing hours of manual research with just a few minutes of targeted review.

After a call, AI Composer and AI Tasker continue to boost reps’ focus on what matters by automating administrative tasks. AI Composer drafts personalized follow-up emails based on the context of the conversation, while AI Tasker automatically creates to-do lists to ensure no action item is missed. This helps reps avoid “chasing things that don’t matter,” allowing them to concentrate on high-value, customer-facing activities and collaborate more effectively with their internal teams. This has the added benefit of centralizing customer insights for the entire organization.

"Since we started using Gong, our customers have had a more seamless customer experience," Kevin notes. “Our sellers are better informed and have time to provide our customers with the strategic advice they deserve.

Beyond sales, the Gong Revenue AI OS acts as a critical hub that aligns the entire organization around accessible summaries of customer feedback. This ensures that cross-functional teams work effectively and empowers AEs to execute their strategies with precision. The platform’s insights benefit every team and improve their understanding of customers’ needs and how best to serve them.

By making it easy to understand and share insights from customer calls, Anthropic has achieved enviable results, including a 64% increase in seller productivity and a 46% improvement in ramp times.

“Gong is the easy button that makes your sellers more productive, increases collaboration between account teams, and acts as a central point where the whole organization can gain insights from your customers." —Kevin Jordan, GTM Enablement Lead

For Anthropic, the Gong Revenue AI OS is not just a tool; it's an indispensable partner in their mission to deliver exceptional AI and foster genuine customer success.