Gong Labs

Real data on how revenue teams actually win

Gong Labs is our original research engine. We turn billions of sales conversations, deals, and workflows into insights that help you spot buyer trends, benchmark performance, and stay ahead of where revenue is going.

Our research is grounded in real-world data. Not opinions, anecdotes, or theory.

Silence is golden, unless it's your buyer
Silence is golden, unless it's your buyer

We analyzed more than 120 million sales calls to find out how silent buyers impact sales calls.

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94% of buyers use AI before they talk to you. Here's what that changes.
94% of buyers use AI before they talk to you. Here's what that changes.

Gong Labs Trends data supports the idea that AI is the educator, and most of the time, the seller has no idea.

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How the World Cup reshaped the workday
How the World Cup reshaped the workday

We looked at what actually happened to revenue teams' behavior during World Cup match windows.

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When (and how) to multi-thread when selling to executives
When (and how) to multi-thread when selling to executives

Here’s what the data reveals about successfully multithreading and cultivating strong champions when selling to C-level executives.

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3 proven ways to book your next executive meeting
3 proven ways to book your next executive meeting

We break down the data and tactics to help you run a discovery call that earns an executive’s respect and a second meeting.

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Research & insights

The signals shaping modern revenue teams

Data-backed reports to help you make smarter decisions, drive better execution, and realize stronger revenue outcomes.

Data-backed playbooks

Tactical deep dives revealing what top performers do differently

Trends

What buyers are actually talking about

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Buyer reports

How purchase decisions really get made

Coming soon

Benchmarks

See how your team stacks up

Coming soon

Insights powered by the most comprehensive data set in revenue

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FAQs

How does Gong Labs collect its data?

What is Gong Labs?

Gong Labs is the research arm of Gong. We analyze the sales interactions captured on the Gong Revenue AI OS — calls, emails, meetings, and activity data — to surface patterns and findings about what actually works in modern revenue teams. Unlike opinion-based research, Gong Labs findings are grounded in real behavior from real sales conversations happening every day across thousands of companies.

How does Gong Labs collect its data?

Gong Labs analyzes anonymized interaction data from the Gong platform, including recorded calls, meeting transcripts, email activity, and rep behavior data. For each research question, our team defines a methodology to identify and measure specific trends at scale. All data is used in aggregate and no individual, company, or conversation is ever identifiable in our findings.

How much data does Gong Labs research use?

Our research draws from billions of sales interactions across 5,000+ companies. The scale of this dataset is what makes Gong Labs findings uniquely reliable — rather than extrapolating from a small sample, we're measuring patterns across tens of millions of data points per topic.

Is Gong Labs data anonymized?

Yes. All Gong Labs research is conducted on anonymized data and reported exclusively in aggregate. We never publish findings that could identify an individual rep, buyer, or company. Gong processes all data in accordance with its privacy policy and customer data agreements.

How is Gong Labs research different from surveys or analyst reports?

Most sales research asks people what they think or what they believe they do. Gong Labs measures what actually happens. Because our findings come from observed behavior in real sales conversations — not self-reported responses — they're less subject to bias, recall error, or social desirability effects. When we say a particular discovery technique correlates with higher win rates, it's because we measured it across millions of calls, not because reps told us it works.

What topics does Gong Labs research cover?

Gong Labs publishes research across a range of topics relevant to revenue teams, including what’s top of mind for buyers, revenue performance benchmarks, and what top performing sellers do differently. Our research is designed to be immediately actionable for sales leaders, enablement teams, and frontline reps.

How often does Gong Labs publish new research?

We publish new research monthly. You can stay up to date by subscribing to our Linkedin newsletter.

How can I use Gong Labs research for my team?

Gong Labs research is free to access and designed to be put into action. Revenue leaders use our findings to shape coaching priorities, inform onboarding programs, and build the case for process changes. Enablement teams use our data to add credibility to training materials. If you're looking for a place to start, check out our latest article here.

Can I cite Gong Labs research in my own content or presentations?

Yes. Gong Labs research is free to cite and reference, provided you attribute findings to Gong Labs and link back to the original report where possible. If you're a journalist or analyst and need additional data, methodology details, or a spokesperson, please contact [email protected]