How VenturEd consolidated its sales stack and improved coaching outcomes with the Gong Revenue AI OS

When VenturEd spun off from a larger organization to focus on the education market, it set out to revitalize its sales strategy with its people-first values and looked for technology that could support its mission.

However, their existing tech stack posed challenges. Their sales engagement platform was clunky, burdensome to use, and couldn't support the team behaviors they looked to drive. Leadership recognized the need for an intuitive, integrated solution that could unify their approach while making sales processes more efficient.

Caity Persing, Director of Sales Training, had used Gong at previous organizations and knew it was the user-friendly solution VenturEd needed. "To attract and retain the right kind of talent, we needed a revenue system that fully supported remote coaching, and Gong delivers," she explains.

VenturEd turned to the Gong Revenue AI OS to drive its transformation. With a strategic phased rollout of Engage and Forecast, leadership empowered the team through coaching, collaboration, and actionable insights each step of the way.

VenturEd's adoption of the Gong Revenue AI OS began by leveraging Gong’s conversation intelligence to capture and analyze customer interactions. This became the foundation for an open and collaborative coaching culture across the company’s dispersed team.

Early on, seasoned team members became champions of the system and immediately recognized its value. Thanks to Gong's ease of use, reps across teams quickly adopted Gong, even those without prior experience with similar solutions.

Within a few months, the team saw measurable improvement in how they connect with customers. Talk ratios improved from 34% to 52%, monologues became less frequent, and reps were asking more questions. "We're letting our customers talk more than we have before," Persing says. "You can see coaching paying off in our call analytics, and it's translating to better deal outcomes and team performance." These insights turned call analytics into coaching wins, enabling VenturEd to build a confident, people-first sales culture.

Beyond sales coaching, Gong also became a bridge to other teams. VenturEd’s salespeople are now able to share customer conversations with the product team, giving them direct access to customer feedback and shaping the product roadmap based on real customer needs.

VenturEd turned to Gong Engage to enhance its outreach strategies with data-focused improvements to drive predictable pipeline and customer engagement. The simplicity of Engage set it apart from their previous solution: Flows are simple enough to create that “anybody could truly do it,” Persing notes. “We've been getting much more granular about what those Flows are, how they look, and who gets put into them,” she adds. “We make sure that each Flow is truly focused on who the reps are targeting within it.”

More importantly, Engage provided leadership with clear visibility into performance trends across teams and surfaced AI insights for call and email outcomes for each team member. "Going into Engage Flow analytics, seeing what's landing, what's performing well, and where in a flow are we getting the most traction, that's invaluable information," Persing says. These insights helped improve targeting, messaging, and timing, enabling precise adjustments to outreach playbooks and empowering managers to refine team strategies.

The final piece of VenturEd's transformation involved adopting Gong Forecast to refine pipeline management and enhance forecasting precision. With real-time visibility into deal progress, leaders could pinpoint pipeline gaps, coach reps on next-best actions, and ensure adherence to disciplined deal management.

"With Gong Forecast, we can see if a deal is missing a key buyer, then strategize how to nail down that contact,” Persing explains. “We can verify what's really happening in deals, spot-check activity, and identify areas for improvement.”

Leaders were also now able to enforce disciplined MEDDICC criteria, ensuring every deal was fully qualified before advancing in the pipeline. As a result, VenturEd’s revenue team improved forecasting accuracy, created a more disciplined sales process, and shifted reps' behaviors toward aligning with larger strategic objectives and key sales plays.

VenturEd's partnership with Gong transformed its sales operations, aligning coaching, outreach, and forecasting into one unified platform. By rolling out Gong's revenue AI in phases, the company built a team-first culture that emphasized continuous learning, personalized engagement, and rigorous deal hygiene.

As Persing reflects on the transformation, "You can't tell reps to do better or be better and not show them what better looks like. Gong truly helps you shape the right behaviors to reach the outcomes you want."

With Gong at the core of its strategy, VenturEd Solutions has positioned itself for continued growth, leveraging actionable insights and fostering a supportive, people-first culture to succeed in today's competitive market.