How Merge uplevels go-to-market execution with Agent Handler’s Gong connector

Our go-to-market (GTM) teams sit on a goldmine: every week, dozens of sales and customer calls get recorded in Gong.

The problem was that nobody had time to listen to all of them, so a lot of what customers and prospects told us wasn't making it back to the Mergies who could act on it.

Our team started building Claude skills with our Gong MCP connector to fix that.

Here are just three examples of what we’ve implemented and recommend trying at your org.

Arm GTM with the latest objections, praise, and competitive intel

To help our product marketing, sales, and product teams understand the relative strengths and weaknesses of our products, and what we should focus on building, marketing, and selling, our revops team built a Claude skill that powers a weekly voice of the customer workflow. 

Here’s how it works:

Every week, our GTM team gets a message from a Voice of the Customer app in Slack. It outlines the number of calls analyzed from Gong the previous week, the most insightful quote from a customer or prospect, and the key themes for each product.

The message includes a branded PDF report that drills down on the:

• Positive and constructive feedback each product receives
• Competitors mentioned and the context of the mentions
• The most frequent objections for each product

All of these insights are paired with fully-attributed quotes and time-stamped links to the associated calls in Gong. This gives the findings even more credibility and makes it easier to double click on any.

Win back closed-lost deals when new features ship

Our product team is constantly shipping new features and improvements to existing ones.

To help our sales team keep up and use these insights successfully, we built a Claude skill that uses our GitHub, Salesforce, and Gong connectors as follows on a daily cadence:

1. Pull the day's merged, customer-facing PRs from GitHub (filtered by label/linked issue), and map each to its product line.

2. Match each ship against a maintained set of closed-lost reason themes from Salesforce (last 6 months).

3. For high-confidence matches, pull the supporting quote from the linked Gong call.

Once all of this context is retrieved for a given ship, a message gets sent via a Slack app. It includes all the context sales needs to take action, including the opportunity we lost, the associated product, what we shipped, and how that ship addresses the reason we lost the deal.

Pinpoint the most lucrative content opportunities 

This one is personal to my work. 

There are endless content opportunities across our products. And since our content team only has so much time, it can be hard to create everything.

To help allocate my time, I’ve built a Claude skill file that fires on a weekly cadence. 

It analyzes Gong transcripts for each product and identifies the key topics that emerge from the calls. It extracts a primary keyword closely relevant to the topic and then uses our Ahrefs MCP connector to find the search volume associated with each primary keyword.

The skill then applies a formula with the search volumes and mention frequencies to create an aggregate composite score on each topic. The higher the score, the better the content opportunity is.

As a next step, I’m planning on connecting Claude to our Notion MCP connector to automatically add content to our editorial calendar (it lives in Notion).

Final thoughts

Customers and prospects are the best source of information for every team in GTM, and ours isn’t an exception. 

By pairing our Gong connector with our other MCP connectors and AI tools, we can analyze, summarize, and action voice of the customer feedback across every product successfully.

As a next step, we’re exploring and implementing additional AI-powered automations with Gong. As we make progress, we’ll continue to share our learnings!