Trackers: Overview
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Trackers: Overview

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Article summary

Trackers in Gong are tools for business admins to identify key words or concepts in calls and emails. They provide insights into conversations, helping monitor product messaging, pricing, and objection handling. Trackers can be smart, focusing on concepts, or keyword-based, tracking specific words. They can be set up in different workspaces and used to coach teams. Tracker results can be seen in various Gong features like search, call emails, and stats. Deciding what to track depends on company priorities and initiatives. Smart trackers use AI to identify related concepts, while keyword trackers focus on specific words. Gong offers training courses for deeper understanding of tracking initiatives.

Who's this for? Business admin

What are trackers?

Trackers are tools that identify when words, phrases or concepts are mentioned in calls and emails, enabling you to surface the parts of conversations that matter most to you. In addition to out-of-the-box trackers that come with Gong (see what they track here) you can set up your own trackers, according to your company’s business priorities, and what you want to capture insights around. Trackers are defined and used within a specific workspace, so if your org uses multiple workspaces, make sure to set up relevant trackers in each one.

How trackers give you insights into your conversations

Trackers enable you to get key insights into the conversations that are happening across your business. Trackers allow you to surface when specific words, phrases or concepts are mentioned so you understand where, when, and how often they are coming up.

For example, trackers can help managers and enablement monitor how reps are positioning product messaging, new pricing rollouts, discovery questions, or objection handling. These insights, coupled with the market response, can help managers identify which talk tracks are working. Once you know what success looks like, you can use that information to coach the rest of their team and quickly course correct, if neeOded.

Once you’ve built trackers in Gong, you can save tracker searches to get alerts for specific areas to help you track at scale and surface calls proactively. For example, send me an alert when a competitor is mentioned in a late stage deal.

Smart trackers and keyword trackers

There are two types of trackers to help you surface what people are saying in your calls.

Smart trackers are concept-based trackers that surface concepts, rather than words. Smart trackers are based on an AI model that is trained to surface concepts, even when people say them using different words and phrases.

So, for example, if you’ve trained a smart tracker on the concept of “Asking for a discount” it can find phrases like “Is that the best you can do?” Notice that none of the words in the phrase “Is that the best you can do?” are specifically related to discounts. But, with AI training of sentences similar to the examples given while training the smart tracker enable it to find sentences that match the concept that you’re tracking. For more, see Create smart trackers.

Keyword trackers are based on specific words, terms or phrases that are mentioned in your conversations. You can add as many words as you like to your keyword tracker, and it will surface all of the calls in which these words appear. Keyword trackers can be set to track words like: discount, save, best price and more. This means that when any of these words is used in a call, you’ll be able to track it. For more, see Create keyword trackers.

Where to see trackers in action

You can see tracker results throughout Gong, including:

  1. In your Search page

    If you’d like to set up saved filters or alerts (for example, to track when competitors are mentioned), be sure to have Calls Page checked when creating your tracker.

  2. In your Call Emails

    If you’d like to highlight when trackers come up during a call, have Email notifications checked when creating your tracker.

     TrackersEmailNotifications.jpg

  3. In your Stats

    If you’d like to monitor how often team members are mentioning trackers in their calls, mark Team Stats when you set up the tracker. To view them, go to INSIGHTS > Team.

     TrackersInsights.jpg

You can also see tracker results in Initiative boards, deal boards, and Win/Loss analysis.

How to decide what to track

While creating trackers is fairly simple, deciding what you want to track can be challenging.

We suggest that you first identify the key priorities and initiatives you’ve recently focused on, or will be rolling out in the near future. Some use cases:

  • Rolled out new pricing

  • New feature or product launch

  • New sales methodology

  • Stronger objection handling or competitor differentiation

Your trackers can be grounded in team or company-wide roll-outs such as priorities and initiatives. Since every company has different priorities/initiatives, trackers will be unique to your organization.

Want a deeper dive into how to choose initiatives for tracking? Check out the customize tracker course at the Academy.

Smart trackers: a few examples

Initiative

Context

Tracker terms: How is this concept expressed in real calls?

Competitors

Find out if and why there’s an uptick in competitor pressure in late-stage deals?

  • How does this compare to [competitor]

  • We’re doing a proof of concept with [competitor]

  • Well, we’re looking a few other vendors right now

  • We’ve done a couple of proof of concepts with [competitor]

Account risk

Enable CSMs to get on top of product adoption concerns in anticipation of customer re-education plan.

  • The team just isn’t using [your product]

  • We’re not seeing strong adoption of [your product]

  • Let's just say adoption isn't what we expected

  • We thought more people would be using it

Sales methodology

Track how internal team members are adopting a new sales methodology

  • Does this seem like a good fit for you

  • Are you interested in moving forward at this time?

  • Would you like to talk specifics

See also: Create smart trackers

Keyword trackers: a few examples

Initiative

Context

Tracker terms

Competitor mentions

You want to understand the impact of competitors on your in-flight deals so you can develop strong talk tracks and unveil product gaps

Competitor names

Recording consent talk tracks

Confirm that team members are sticking closely to your company policies (and pinpoint conversations in which they're not).

Keywords and phrases from your recording consent talk tracks. For example

  • Call is being recorded, quality assurance purposes, focus on our conversation

Product mentions or requests

See what customers are asking for (track customer feedback) or keep an eye on post-sale product mentions by sales or CS teams

Product or feature names

See also: Create keyword trackers


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