F12 boosts pipeline by 53% and ARR by 34% using Gong

F12, a prominent, Canadian, managed IT services provider, had been a leader in the industry for over 25 years before facing the challenge of integrating sales processes after a series of five acquisitions. Before adopting Gong’s Revenue AI Platform, reps from all five merged companies followed different playbooks. Some followed up in a day, others in months.

With the Gong Revenue AI Platform, F12 has fully unified and rewired its revenue team. They now use it to drive consistent behaviors, automate follow-up based on live call data, and flag coaching opportunities at scale. Gong AI now detects key buying signals (e.g., budget talk or urgency) and auto-triggers follow-up sequences. Consistency and accountability are now baked into every deal cycle. The Gong Revenue AI Platform also connected marketing attribution to real conversion signals, which enabled smarter campaigns and expansion opportunities.

“There are no more deals falling through the cracks because reps forgot to follow up.”—David Chalmers, CRO

The Gong Revenue AI Platform has transformed coaching at F12 from being reactive to proactive, and cut new-hire ramp times from eight months to three.

F12’s sales managers leveraged AI Call Reviewer to dramatically improve their coaching. The AI analyzes every call and surfaces specific moments when a rep missed a key opportunity, such as skipping a critical discovery question or failing to discuss a key value proposition. Instead of having to listen to entire calls or review call briefs, managers can now receive an alert and immediately jump to the exact moment in a call where coaching is needed.

“We run targeted coaching the moment a rep misses a critical move, not a quarter later.”—David Chalmers, CRO

This allows for in-the-moment feedback and targeted training for every rep on the team, and also helps new reps course-correct faster and internalize best practices more quickly. This is part of the reason F12 was able to cut its new-hire ramp times by 62%, from eight months to three.

F12's use of the Gong Revenue AI Platform extends beyond great coaching to full-cycle revenue engineering. The company integrated the Gong Revenue AI Platform with its lead scoring and marketing attribution platforms, turning raw conversations into actionable data and insights. By analyzing winning deals using Gong AI, they were able to build objection-handling battle cards and scale messaging that truly resonated with their audience.

“We replaced 30 years of scattered selling with data-driven precision, and we have the numbers prove it, with 34% more ARR and 28% bigger deals.”—David Chalmers, CRO

Using AI Deal Monitor, F12 now proactively manages and protects their pipeline. The AI-powered solution automatically monitors all active deals and alerts managers to potential risks like a lack of buyer engagement, competitor mentions, or stalled progress. This allows leaders to intervene at critical junctures and prevent deals from falling through the cracks.

The results are amazing: The team is closing 34% more in annual recurring revenue (ARR) and has increased their average deal size by 28%.

By implementing the Gong Revenue AI Platform, F12 achieved impressive and quantifiable results. Their revenue team saw a 53% increase in pipeline creation as a result of their more effective and predictable sales process, as well as a 23-day reduction in deal cycle time. These improvements contributed to 34% YoY ARR growth and a 28% larger average deal size. With new hire ramp times plummeting and a more effective, data-driven sales strategy, they’ve replaced their five disparate sales processes with data-driven precision. Using the Gong Revenue AI Platform for revenue engineering, F12 has unified its teams, driven consistent behaviors, and achieved unprecedented growth.