How Dreamdata scaled onboarding and increased average deal sizes by 50% with Gong

Dreamdata is a B2B attribution platform that shows how B2B marketing actually drives revenue. It gives marketing numbers the credibility to align sales and marketing around the same truth. When Nick Turner joined the company several years ago, they had a lean sales team of a dozen reps and virtually no formal onboarding program. New hires learned through shadowing and experience, a process that was difficult to scale and impossible to standardize. Turner needed a way to ramp reps faster, improve competitive win rates, and keep the growing team aligned around a focused ICP.

In the last four months, Dreamdata has hired roughly 40 people, nearly doubling the size of the sales organization, and brought on a dedicated revenue enablement hire. The Gong Revenue AI OS is now at the center of the team’s onboarding and performance improvements. Its analytical capabilities have become the foundation for a broader culture of call-driven learning that has elevated conversion rates, sharpened competitive positioning, and informed how Dreamdata builds its product.

"Gong lets us adjust our tactics and strategy faster because we get to the truth of what's happening much quicker." —Nick Turner, CEO at Dreamdata

Turner built a smarter onboarding playbook: New AEs receive a curated list of 30 calls from both won and lost deals, and they're required to listen to it as part of their onboarding. Each call is annotated with context on why the deal was won or lost, and includes insights into how objections were handled.

"Instead of shadowing somebody for six months and hearing 70 calls, we've got over 400 calls ready right now that reps can listen to and learn from. Shorter ramp time is the biggest impact Gong has had." —Nick Turner, CEO at Dreamdata

The result of having call insights has been incredible. One AE listened to every recorded call during his ramp to catch details he may have missed, and finished his first year at 153% of quota. His conversion rate is now the highest in the company, and customers regularly send accolades about their experience with him.

Turner says part of that comes from hiring great people who share Dreamdata’s core value of customer obsession, and the other part comes from reps being able to improve their performances using Gong AI analyses of past calls. With AI Tracker and AI Call Reviewer, reps and managers are primed to pinpoint and learn from key aspects of calls, like objection handling. Now, Turner can confidently say to a rep, “The objection you just heard? It happened on 17 previous calls, and we know 12 responses that work and five that don’t. But we didn’t know that until we listened to those calls using Gong. That’s why your call library is so important.”

The call library listening requirement has scaled from one rep's self-driven habit into a repeatable and successful onboarding process.

“We’ve run analyses using Gong’s MCP server to learn the three core reasons people buy our platform.” —Nick Turner, CEO at Dreamdata

Onboarding isn’t the only area where Gong has had a significant influence on the GTM team. The team now uses AI Tracker to ensure that everyone uses MEDDICC, as well as systematically surface competitive data. That’s informing both objection handling and product development. The sales team tracks competitor mentions and the context around them, then feeds that information directly into product roadmap decisions and GTM adjustments.

"Every day last week, we learned from Gong calls that there were big things happening with competitors, and we adjusted our approach immediately." —Nick Turner, CEO at Dreamdata

Turner sees the shared visibility in features like AI Briefer as a valuable differentiator. "Gong democratizes data so everyone can see it. It's not good if one rep hears something about a competitor and changes their behavior but doesn't tell anybody else.” The culture of sharing knowledge across the team is what turns individual insights into a company-wide advantage.

By embedding Gong into every corner of their GTM strategy, Dreamdata turned raw conversation data into scalable growth. The impact has been impressive: Minimum contract values have more than doubled, average deal sizes are up 50%, and the team delivered standout H1 results.

Turner recently presented a strategic retention analysis built entirely on Gong data to Dreamdata’s board. It demonstrated a direct link between the buying reasons uncovered in discovery calls and long-term customer retention. From onboarding reps with a proven call library to sharpening their core ICP and shaping the product roadmap, Gong provides the baseline truth Dreamdata needs to scale.

As Turner looks ahead to the rest of the year, his message to the team is simple: “Do it again.” The playbook is working and the foundation is set.