How Gong’s Professional Services team scaled AT&T's 5,000 sellers

Alex Rodriguez is on the tooling and seller experience team at AT&T Business. The team owns every tool that touches a seller's daily workflow — CRM, ordering systems, and internal platforms. All told, they support around 5,000 sellers across the United States and internationally.

"We act as liaisons, handle training, run enablement sessions, and build out the platform. We're responsible for making sure sellers get the most benefit from every tool," Rodriguez explains. There are 10 people on his team. Ten. That’s a lean team by any measure, but somehow they make it work.

When AT&T committed to deploying Gong at enterprise scale — not just for call recordings, but for sales engagement, AI coaching, compliance workflows, and advanced analytics — they knew they’d need support. The 10:5,000 ratio simply wouldn’t cut it, so they asked Gong's Professional Services team to step in and bridge that gap.

AT&T knew from previous software deployments that adoption problems usually start before a platform actually launches.

To prevent this, Gong’s Professional Services team helped AT&T stand up monthly “Leadership Council” meetings from day one. By pulling in VPs from across sales operations and commercialization, they ensured that everyone at the highest levels understood why they were deploying Gong.

Simultaneously, the Gong team got down to tackling a massive amount of content creation amid the unique regulatory hurdles of the global telecommunications industry. They crafted segment-specific resources, including FAQs, quick-start guides, net-new enablement, and more, all built to AT&T’s brand standards.

"Our team didn't have the bandwidth to produce launch assets from scratch. The PS team gave us advice on templates and branding that would have taken us much longer on our own." —Alex Rodriguez, Lead Project Manager, AT&T

Perhaps most importantly, in a highly regulated environment, Gong’s team helped navigate complex compliance requirements. They successfully implemented a 100% compliant "Do not contact" data flow, removing a significant legal barrier and allowing sellers to engage with confidence.

Without this technical and strategic alignment, the deployment would not have gone as smoothly and would have remained siloed.

For AT&T, the goal wasn't just to record calls; it was to change how calls were conducted. The organization had invested heavily in the Korn Ferry and SPIN sales methodologies. To drive ROI, they needed to see whether their frameworks were being used and whether they had the desired effect.

Gong’s Professional Services team helped AT&T build custom AI Trackers to measure reps’ specific actions that move a deal forward, like securing customer commitments.

This transition was also simplified by consolidating their tech stack, using Gong Engage to replace legacy tools at AT&T. "We've taken our daily operating rhythm and ingrained Gong into it," Rodriguez notes. By providing managers with Gong’s data-driven coaching opportunities, AT&T made it easier to stick to the chosen methodologies as a daily habit.

There was one other consideration at stake: The technical integrity of the new operating system was paramount. AT&T’s Gong implementation involved a deep Snowflake data warehouse integration and complex Salesforce synchronization. Gong’s Professional Services team connected everything and cleaned up contaminated data tables to create what Rodriguez calls a "golden source" of truth. It’s even fueled a dedicated insights workstream.

AT&T’s advanced analytics team now publishes a monthly insights package for sales leaders, using The Gong AI Builder for hypothesis testing and identifying market trends and common objections in real time. "We have rich data in Gong that’s become genuinely business-impacting," Rodriguez explains.

The results of this well-structured, Gong-supported rollout are showing up in the bottom line, with AT&T seeing a correlation between the operating system’s adoption and sales success. Frequent Gong users achieved 7% higher quota attainment within their mid-market sales segments compared to low users. This seven percent difference provides definitive ROI to the organization, and holds significant value across 5,000 sellers globally.

After living through a deployment of this size, Rodriguez is direct about what made it work: "Loop in as many stakeholders as you can from the start. Make sure everyone understands what's in it for their team, what benefit they'll get," he advises.

For companies with lean internal teams, Rodriguez recommends a partnership with Gong’s Professional Services team.

"I absolutely recommend it. It's invaluable to have the Gong team as an extension of what you're doing. They're not just there to get the operating system live; they're there to make it actually work for your business." —Alex Rodriguez, Lead Project Manager, AT&T

What started as a rollout to support a lean team has evolved into a fundamental shift in how one of the world's largest sales organizations operates. Today, AT&T continues to find new ways to leverage the Gong Revenue AI OS, from pilot programs in their Mass Markets division to deeper AI-powered behavioral coaching.