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Conversation Intelligence Platform Implementation - Playbook

1. Definition​

What it is: A technical implementation project that deploys a conversation intelligence platform (such as Gong, Chorus, Clari, or Jiminny) across go-to-market teams to automatically record, transcribe, and analyze sales and customer conversations, extracting actionable insights and syncing data to CRM systems.

What it is NOT: Not a Sales Engagement Platform implementation (that's email sequencing/cadences). Not Activity Capture only (that's auto-logging emails/calendar). Not CRM customization or reporting projects. Not a sales methodology training program (though it supports coaching).

2. ICP Value Proposition​

Pain it solves: Sales leaders lack visibility into what's actually being said on calls - they can't coach effectively, can't understand why deals stall, and rely on rep self-reporting which is inconsistent and biased. Marketing doesn't know which messaging resonates. Customer Success misses early churn signals.

Outcome delivered: All customer-facing conversations automatically recorded, transcribed, and analyzed. AI-powered insights surface deal risks, coaching opportunities, and competitive mentions. Data flows to CRM automatically. Managers can coach from actual call data, not guesswork.

Who owns it: VP of Sales Operations, RevOps Leader, or VP Sales (with RevOps execution).

3. Implementation Procedure​

Part 1: Discovery & Requirements Definition​

Step 1: Audit Current State of Conversation Visibility​

Step Overview: Assess how customer conversations are currently captured and analyzed across all GTM teams. End state: Gap analysis documenting what percentage of conversations are being recorded and how insights are (or aren't) being extracted.

  • Interview sales managers on current coaching practices and call review frequency
  • Document existing recording tools (Zoom recordings, Google Meet, Teams) and their limitations
  • Identify which conversation types are NOT being captured (phone calls, in-person, certain meeting types)
  • Pull CRM data to assess how much call/meeting context is manually logged today
  • Survey reps on time spent on manual note-taking and CRM updates post-call
  • Quantify the visibility gap (e.g., "Only 30% of calls are reviewed for coaching")

Step 2: Define Success Criteria and KPIs​

Step Overview: Establish specific, measurable goals for the CIP implementation aligned with business outcomes. End state: Documented KPIs with baseline measurements and target improvements.

  • Identify primary use cases (sales coaching, deal risk identification, competitive intel, customer feedback)
  • Define 3-5 measurable KPIs (e.g., manager coaching hours, win rate, ramp time, CRM data quality)
  • Pull baseline metrics for each KPI from current systems
  • Set target improvements (realistic: 15-25% improvement in primary metrics within 6 months)
  • Document secondary benefits to track (time savings, deal cycle reduction, churn signal detection)
  • Get stakeholder sign-off on success criteria

Step 3: Map Stakeholder Requirements​

Step Overview: Gather requirements from all GTM teams who will use the platform to ensure implementation meets cross-functional needs. End state: Requirements document covering sales, marketing, CS, and leadership needs.

  • Conduct requirements sessions with Sales (managers + reps), Marketing, and Customer Success
  • Document must-have vs nice-to-have features per team
  • Identify compliance requirements (recording consent laws, data retention policies, security needs)
  • Map required integrations (CRM, calendar, video conferencing, sales enablement tools)
  • Define user roles and permission levels needed
  • Prioritize requirements into Phase 1 (launch) vs Phase 2 (post-launch enhancements)

Part 2: Platform Selection & Procurement​

Step 1: Evaluate Platform Options​

Step Overview: Research and compare conversation intelligence platforms against client's specific requirements and tech stack. End state: Shortlist of 2-3 platforms with detailed feature comparison.

  • Create evaluation scorecard based on requirements (integrations, AI capabilities, coaching features, security)
  • Research leading platforms: Gong, Chorus (ZoomInfo), Clari Copilot, Jiminny, Salesloft Conversations
  • Assess CRM compatibility (Salesforce vs HubSpot native integrations vary significantly)
  • Compare pricing models (per seat, usage-based, annual commitments)
  • Check vendor references and G2/TrustRadius reviews for similar company size/industry
  • Document integration complexity - some platforms require dedicated integration users and custom API work

Step 2: Conduct Vendor Demos and Pilot​

Step Overview: Run structured demos with shortlisted vendors and conduct a pilot with a subset of users. End state: Platform selected with pilot results validating fit.

  • Schedule demos with top 2-3 vendors using standardized evaluation criteria
  • Prepare demo script with specific use case scenarios (coaching session, deal review, competitive analysis)
  • Conduct 2-4 week pilot with 5-10 users (mix of reps and managers)
  • Evaluate pilot on: ease of setup, recording quality, transcription accuracy, insight value, user adoption
  • Gather pilot user feedback via survey and interviews
  • Make final platform recommendation with TCO analysis (licenses + implementation + ongoing maintenance)

Step 3: Complete Procurement and Contracts​

Step Overview: Finalize vendor selection, negotiate contract terms, and complete procurement. End state: Contract signed with clear terms on implementation support, SLAs, and pricing.

  • Negotiate contract terms (term length - avoid multi-year if uncertain, user minimums, price locks)
  • Review security/compliance documentation with IT and Legal
  • Clarify implementation support included vs additional cost
  • Document SLAs for uptime, support response, and data processing times
  • Complete procurement approval process
  • Obtain signed contract and implementation kickoff date

Part 3: Technical Configuration & CRM Integration​

Step 1: Set Up Platform Account and Core Configuration​

Step Overview: Create the CIP account, configure organizational settings, and establish the foundation for recording and analysis. End state: Platform operational with correct organizational structure and recording settings.

  • Create platform account and configure company/workspace settings
  • Set up organizational hierarchy (teams, managers, reporting structure)
  • Configure recording consent settings based on legal requirements (one-party vs two-party states)
  • Set up recording triggers (auto-record all external meetings vs opt-in)
  • Configure transcription language settings and speaker identification
  • Establish data retention policies in compliance with company/legal requirements

Step 2: Integrate with Video Conferencing and Phone Systems​

Step Overview: Connect the CIP to all communication channels where customer conversations occur. End state: All video conferencing and phone systems connected and recording properly.

  • Integrate with primary video platform (Zoom, Google Meet, Microsoft Teams)
  • Connect calendar integration for automatic meeting detection
  • Set up phone/dialer integration if applicable (Outreach, Salesloft, RingCentral, Aircall)
  • Configure bot/notetaker settings (join timing, display name, participant announcements)
  • Test recording and transcription quality across each channel
  • Document any channels that cannot be integrated and manual workarounds

Step 3: Configure CRM Integration and Field Mapping​

Step Overview: Establish bidirectional sync between CIP and CRM so conversation data flows automatically to account/opportunity records. End state: CRM integration live with conversation summaries and key data syncing to correct records.

  • Connect CRM via native integration (Salesforce or HubSpot)
  • Map conversation records to correct CRM objects (Accounts, Contacts, Opportunities)
  • Configure which data syncs to CRM (call summaries, action items, custom fields, scores)
  • Set up matching rules for linking conversations to correct records
  • Create/update CRM fields to receive CIP data (Next Steps, Key Topics, Competitor Mentions)
  • Test sync with sample conversations and verify data accuracy in CRM

Step 4: Set Up Trackers and AI-Powered Insights​

Step Overview: Configure keyword trackers, topics, and AI features to surface the insights most valuable to the organization. End state: Custom trackers and insights configured for client's specific needs.

  • Define tracker categories: competitors, pricing, objections, next steps, feature requests, churn signals
  • Create keyword/phrase trackers for each category (avoid over-reliance on exact keywords - use AI topic detection)
  • Configure deal risk scoring and stage verification (if available)
  • Set up coaching scorecards based on sales methodology (MEDDIC, BANT, etc.)
  • Configure automated alerts for critical mentions (competitor, legal, escalation)
  • Test tracker accuracy and refine based on sample calls

Part 4: User Rollout & Adoption​

Step 1: Develop Training Materials and Resources​

Step Overview: Create training content that enables users to effectively leverage the platform for their specific roles. End state: Role-based training materials ready for delivery.

  • Create role-specific training paths: Rep training, Manager training, Executive dashboards
  • Develop quick-start guides for common workflows (reviewing calls, sharing snippets, finding insights)
  • Build FAQ document addressing common questions and concerns
  • Create video tutorials for key features (searching, filtering, coaching comments)
  • Document privacy/compliance guidelines for users (what's recorded, who can see what)
  • Prepare "day in the life" examples showing how each role uses the tool

Step 2: Conduct Pilot Rollout with Champion Group​

Step Overview: Roll out to a select group of early adopters who will validate the configuration and become internal champions. End state: Champion group actively using platform with feedback incorporated.

  • Select 10-15 champions across teams (mix of enthusiastic + influential users)
  • Conduct live training session (60-90 minutes) with champion group
  • Provide white-glove support during first 2 weeks
  • Gather feedback on configuration, missing features, and adoption barriers
  • Iterate on trackers, alerts, and workflows based on champion feedback
  • Identify and address user adoption concerns (especially "surveillance" perception)

Step 3: Execute Full Team Rollout​

Step Overview: Expand to all users with structured enablement and change management. End state: All intended users onboarded and actively using the platform.

  • Schedule team training sessions by role/department (keep under 60 minutes)
  • Position as coaching and enablement tool, NOT surveillance
  • Demonstrate value with real examples from pilot (anonymized if needed)
  • Provide on-demand training recordings for async learners and new hires
  • Set up Slack/Teams channel for questions and tips
  • Establish usage expectations (managers review X calls/week, reps share wins)

Step 4: Drive Initial Adoption and Engagement​

Step Overview: Actively drive adoption in the first 30 days to establish habits before users disengage. End state: 80%+ of users actively engaging with the platform.

  • Track adoption metrics daily in first 2 weeks (logins, calls reviewed, comments left)
  • Identify non-adopters early and provide 1:1 support
  • Create "quick wins" - help managers find coaching moments, help reps find competitive intel
  • Run weekly adoption check-ins with team leads
  • Celebrate early wins publicly (deals saved, skills improved, insights discovered)
  • Address technical issues immediately (recording failures, sync errors)

Part 5: Operationalization & Manager Enablement​

Step 1: Establish Coaching Workflows for Managers​

Step Overview: Build systematic coaching processes that leverage conversation intelligence data. End state: Managers have repeatable workflows for using CIP in coaching.

  • Define coaching cadence (weekly 1:1s include call review, team call review sessions)
  • Train managers on finding coachable moments efficiently (filters, search, AI highlights)
  • Create coaching templates/checklists managers can use during call reviews
  • Set up saved searches and playlists for common coaching scenarios
  • Configure manager dashboards showing team performance and coaching opportunities
  • Build library of exemplar calls for each stage of sales process

Step 2: Configure Reporting and Dashboards​

Step Overview: Build dashboards and reports that surface actionable insights for different stakeholders. End state: Role-specific dashboards delivering valuable insights without manual effort.

  • Create executive dashboard (deal risks, competitive trends, team performance)
  • Build manager dashboard (rep scorecards, coaching activity, talk time metrics)
  • Set up Marketing/Product dashboard (feature requests, positioning feedback, competitive intel)
  • Configure automated reports (weekly deal risk digest, monthly coaching summary)
  • Create Customer Success views (health signals, expansion opportunities, churn risks)
  • Test that insights are actionable - not just interesting data

Step 3: Integrate with Forecasting and Deal Review Processes​

Step Overview: Embed conversation intelligence data into existing deal review and forecasting workflows. End state: CIP data incorporated into forecast calls and pipeline reviews.

  • Add CIP data points to forecast call template (verified stages, buyer engagement scores)
  • Train managers to reference call evidence in deal reviews
  • Set up deal risk alerts that feed into forecast adjustments
  • Connect CIP scores/signals to opportunity fields in CRM for reporting
  • Create "conversation evidence" requirement for late-stage deals
  • Document how CIP insights should influence stage changes and commit calls

Part 6: Handoff & Continuous Improvement​

Step 1: Document Configuration and Admin Procedures​

Step Overview: Create comprehensive documentation for ongoing administration and troubleshooting. End state: Client team has everything needed to self-manage the platform.

  • Document all configuration settings (trackers, integrations, permissions, workflows)
  • Create admin runbook (adding users, updating trackers, troubleshooting sync issues)
  • Document escalation paths for technical issues (vendor support, known issues)
  • Record admin training session for future reference
  • Create tracker maintenance schedule (quarterly review and refinement)
  • Document API configurations if custom integrations were built

Step 2: Transfer Ownership and Train Admins​

Step Overview: Formally hand off platform ownership to client team with appropriate training. End state: Client admin team confident in managing the platform independently.

  • Identify 1-2 client platform admins (typically RevOps)
  • Conduct admin training session (user management, configuration changes, reporting)
  • Transfer credentials and admin access
  • Walk through common maintenance tasks and troubleshooting scenarios
  • Establish ongoing support arrangement (if applicable)
  • Schedule 30-day check-in to address questions and review adoption metrics

Step 3: Establish Success Measurement Cadence​

Step Overview: Set up ongoing measurement against the KPIs defined at project start. End state: Regular reporting cadence showing ROI and areas for optimization.

  • Create KPI tracking dashboard comparing baseline to current performance
  • Schedule monthly adoption review (usage metrics, feature utilization)
  • Set up quarterly business review with stakeholders (ROI, expansion opportunities)
  • Document early wins and quantified impact for internal case study
  • Identify optimization opportunities (underused features, tracker refinements)
  • Plan Phase 2 enhancements based on learnings

4. Dependencies & Inputs​

What must exist before starting:

  • Active CRM (Salesforce or HubSpot) with proper admin access
  • Video conferencing platform in use (Zoom, Teams, or Google Meet)
  • Sales team actively conducting virtual customer calls
  • Executive sponsorship for recording customer conversations
  • Legal/compliance review of recording consent requirements completed
  • Budget approved for platform licensing

What client must provide:

  • CRM admin access (Salesforce or HubSpot)
  • Video conferencing admin access
  • IT/Security review and approval
  • List of users to be licensed (by role: reps, managers, executives)
  • Sales methodology/qualification framework documentation (MEDDIC, BANT, etc.)
  • Competitive landscape and key competitors to track
  • Key objections and topics to monitor
  • Stakeholder availability for requirements and training sessions

5. Common Pitfalls​

  • User adoption failure due to surveillance perception: Reps resist the tool if positioned as monitoring vs coaching. Mitigation: Lead with "this helps you win more deals" messaging. Show reps how to use insights for self-improvement. Have managers use it for positive coaching first (celebrate good calls before critiquing).

  • Over-engineering trackers that require constant maintenance: Creating dozens of keyword trackers that generate noise and require 40+ hours/month to maintain. Mitigation: Start with 10-15 high-value trackers. Use AI topic detection where available. Review and prune trackers quarterly.

  • CRM sync issues causing data quality problems: Conversations linked to wrong accounts, duplicate records, or missing data breaks trust in the system. Mitigation: Spend extra time on matching rules. Test thoroughly before rollout. Monitor sync logs weekly in first month.

  • Implementation delays from underestimating RevOps effort: Complex platforms like Gong can take 3-6 months to fully implement with ongoing 40+ hours/month maintenance. Mitigation: Scope realistic timeline (8-12 weeks minimum). Dedicate RevOps resource. Start simple and add complexity over time.

  • Managers don't change behavior: Tool is implemented but managers don't actually review calls or change coaching approach. Mitigation: Make call review part of formal coaching process. Track manager usage. Start with manager training before rep rollout.

6. Success Metrics​

  • Leading Indicator: Manager call review activity (target: each manager reviews 3-5 calls per rep per month within 30 days of rollout)
  • Leading Indicator: User adoption rate (target: 80%+ of licensed users logging in weekly by day 30)
  • Lagging Indicator: Improvement in win rate or stage conversion (target: 10-15% improvement within 6 months)
  • Lagging Indicator: Reduction in new hire ramp time (target: 20-30% faster time to first deal)
  • Lagging Indicator: CRM data quality improvement (target: 50%+ reduction in empty Next Steps fields)