How Gong drives alignment and accountability at Morningstar

As a leader in sales enablement, one of the hardest things to do is prove that training on soft skills actually works. The value can feel nebulous and difficult to prove. Morningstar’s adoption of the Gong Revenue AI Platform has delivered measurable impact across its revenue lifecycle, bridging the gap between training initiatives and real-world application.

“From my perspective as an enabler, the biggest impact it has on our work is that it allows us to validate that our training is actually translating into action and driving the results we want.” — Rae Cheney, Sales Technology Enablement Manager

By integrating the Gong Revenue AI Platform into workflows across SDRs, sales, implementation, and customer success, Morningstar is achieving greater consistency, accountability, and visibility at every stage of the customer journey.

Morningstar adopted the Gong Revenue AI Platform to create alignment and accountability across their entire revenue lifecycle, ensuring that every team — from SDRs to customer success — works in concert. By rolling out the Gong Revenue AI Platform progressively, starting with customer success and expanding to its sales, pre-sales, and implementation teams, Morningstar established a unified approach that tied their teams’ efforts to measurable outcomes.

The Gong Revenue AI Platform capabilities allowed Morningstar to validate the impact of their enablement programs, ensuring that training translates into actions and results. It provides managers with data-driven insights, replacing subjective “vibes” with concrete evidence during one-on-ones.

For example, SDRs can now track that their actions on calls align with their playbook, and sales managers can use AI Deal Reviewer to make sure reps stick to their playbooks. The implementation team also uses the platform to monitor their quality control post-sales, and the customer success team leverages it to set critical KPIs.

This comprehensive adoption created a framework that not only enhances team collaboration, but also provides clear accountability throughout the customer journey.

Morningstar extended the Gong Revenue AI Platform capabilities across their SDR, sales, and implementation teams to create a unified approach that ensured smooth handoffs, consistent quality control, and alignment on best practices.

For SDRs, Morningstar implemented AI Tracker and created playbooks to make sure they consistently ask the right questions on calls. As Rae Cheney, Sales Enablement leader at Morningstar, puts it, “We use Gong to see if they’re adopting the behaviors we ask for. It’s the best way to know if what we want to see is really happening on the ground.”

Next, for sales, managers use the Deal Board feature to transform one-on-ones with sellers by focusing on data-driven insights rather than subjective impressions.

"One of our sales managers uses Gong’s Deal Boards to make sure his reps stick to their playbook. As he put it: ‘I’m over vibes. I want proof.’ Gong gives him the numbers he needs.” — Rae Cheney, Sales Technology Enablement Manager

The implementation team then uses AI Briefer to streamline how knowledge is shared so they can get up to speed quickly and customers experience a smooth post-sale handoff. Their managers use AI Call Reviewer to implement quality control by assessing calls to ensure the necessary steps are completed. It recommends coaching actions if they’re not.

Initially, when Morningstar leveraged the Gong Revenue AI Platform on their customer success team, it was to to drive accountability, but now they set clear KPIs based on Gong-derived metrics. "Today, our CS team leadership can easily track important stats like talk ratios and recommended best practices," said Rae, reflecting how the platform’s insights became integral to the team’s ongoing performance evaluations.

To address gaps in discovery skills, Morningstar’s enablement team implemented a structured process using Gong Scorecards. "They did demos and peer reviews in Gong, turned those insights into a targeted discovery-based training, and made big improvements," Rae explained. This approach not only enhanced discovery skills across the board, but also standardized performance across the team.

“By bringing together Gong's insights and focused training, we saw some real, measurable improvements. It also helped us build a culture in our Customer Success organization where we're always learning and holding ourselves accountable.” — Rae Cheney, Sales Technology Enablement Manager

This was an important result for the enablement team as well, because as Rae puts it, “One of the hardest metrics to pin down is proving that you taught somebody a soft skill. It’s a very powerful thing Gong does, allowing us to demonstrate the value of something that otherwise can feel nebulous.”

Morningstar's full-lifecycle adoption of the Gong Revenue AI Platform is a beautiful encapsulation of how technology can transform revenue operations from a series of disconnected efforts into a cohesive, data-driven system.

By moving beyond traditional, subjective methods of assessment and training, Morningstar has established a framework that not only improves collaboration and accountability, but also provides a clear, measurable link between enablement initiatives and tangible business outcomes. This approach ensures that every team is aligned with the overall company strategy, empowering leaders with the insights needed to coach effectively and enabling every employee to see their direct impact on the company's success. Morningstar now achieves greater consistency, accountability, and visibility at every stage of the customer journey.