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Accelerating Rep Productivity and Growing Global Sales with Help from Chorus.ai

Case Study

Zoom

If I think about life without Chorus.ai, it would be almost like we were in the Dark Ages. We would not be able to fully understand whether our sales team was moving at the right pace, and in the right ways, and getting to the right outcomes.

Greg Holmes

Head of Corporate Strategy, Zoom

More Than an Enablement Tool: Using Chorus.ai Throughout the Customer Lifecycle
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Zoom uses the Chorus.ai conversation intelligence platform to help drive performance across a fast-growing, global sales organization that already has more than 800 sales reps, sales development reps (SDRs) and sales leaders. Greg Holmes, Head of Corporate Strategy and the former Head of Worldwide Sales at Zoom, says the company initially brought in Chorus.ai in 2016 as a way to help new hires become more productive, faster. However, it wasn’t long before the sales organization was relying on Chorus.ai for much more than expediting the onboarding process for reps.

“Enablement was a huge focus for us when we began to expand our sales team around the globe,” says Holmes. “Chorus.ai was a way to ensure we could provide effective, scalable coaching to our reps and accelerate the sales team to success. But we now also use Chorus.ai throughout the entire customer lifecycle. It helps us confirm that our reps are hitting key milestones all along the sales process, from talking about the right value proposition to listening effectively to our customers.”

Implementing a solution like Chorus.ai was a must for Zoom, says Rich Adams, Manager of Sales Tools Strategy at the company, because the entire sales team operates at such a rapid clip. “As an organization, we run very fast, and our sales executives can easily have up to seven meetings a day,” Adams says. “It can be tough to stay on point with every single deal and be intelligent in the follow-up to every sales conversation. But once we brought in Chorus.ai, reps almost immediately began to find more success in moving deals forward because they could review their calls in detail and craft great follow-up emails.”

Alyson Baber, Commercial Sales Leader at Zoom, says Chorus.ai makes it easier for reps to stay nimble by helping them keep up with best practices — and home in on specific details in sales call recordings. “With Chorus.ai, reps can review top performers’ recordings on their own schedule,” says Baber. “They can also focus on keywords, such as a competitor’s name or pricing information, and go directly to those parts of the discussion instead of having to sit through the entire call.”

Sharing and Seeking Feedback on Performance — and Surfacing Key Insights in Sales Calls #


Baber says Chorus.ai has been “an amazing tool” for her team, and they’ve integrated it into their workflow in several ways — including for team-building in a format they call the “hot seat.” Baber explains, “Every Friday afternoon, we analyze a call in Chorus.ai that a member of our team volunteers for review. We pause the recording at times to get the team’s constructive feedback on what the rep could have done better.” She says her team also uses Chorus.ai to promote smooth account transitions between reps, which happens often lately because of Zoom’s fast growth.

Additionally, reps will proactively send call snippets in Chorus.ai to Baber, asking her to review them and provide individual coaching or feedback. Baber recalls a recent example of this practice, and its positive impact: “A tenured rep sent me a recording of a discovery call that had included a few executives at the prospect’s company. The rep wasn’t super-confident about how the call went, so he wanted me to review it. After listening to the recording in Chorus.ai, I was able to pull out some very positive points and provide constructive feedback to the rep, which helped him to move forward with that customer.”

Adams says among the many benefits that Zoom’s sales team has experienced with Chorus.ai to date is the ability to analyze calls strategically to uncover winning sales techniques and deepen their understanding of customer behavior. He explains, “Chorus.ai got us thinking about things we hadn’t really considered before, such as when the best time is to bring up pricing with a customer. With Chorus.ai, we get a very detailed analysis of how our sales conversations look, and we can use that information to influence how we coach our reps on when they should talk about pricing with a customer. I don’t think that type of insight would be achievable without Chorus.ai.”

Baber agrees that Chorus.ai is an essential tool for capturing important details in calls that can help her and her team to refine their process and help provide customers with the right solution. “I often say that if I didn’t have Zoom on a sales call, I’d be flying blind — and the same goes for Chorus.ai,” says Baber. “Without Chorus.ai, I’d lose valuable insights in the sales process, as well as the ability to coach my team from discovery through to the close.”

Alyson Baber

Alyson Baber

Commercial Sales Leader, Zoom

I often say that if I didn’t have Zoom on a sales call, I’d be flying blind — and the same goes for Chorus.ai. Without Chorus.ai, I’d lose valuable insights in the sales process, as well as the ability to coach my team from discovery through to the close.

Driving “People Happiness” and Increasing Revenue — with Help from Chorus.ai #


Baber, Adams, and Holmes all report that the team at Chorus.ai has provided essential support to Zoom’s sales organization, helping them to get the most from the platform over the past three years. “Chorus.ai has been more than a software provider to Zoom,” says Adams. “They understand our growth goals and our business, and they’ve been a great collaborative partner. They’ve even worked with us to create a curriculum and develop content for our team.”

Adams says the Chorus.ai team was “instrumental” in helping Zoom’s sales team to understand “the anatomy of a discovery call.” He explains, “ We created a training workshop with Chorus.ai that focuses specifically on the discovery call, and how our questions stack up against our competitors’ in terms of engaging customers. We’re looking forward to seeing what impact that training will have on our reps as they pursue discovery in the coming months.”

“My favorite part about working with the Chorus.ai team is that it’s really a great culture match — their team feels like an extension of our own team,” says Holmes. “And they are helping us to achieve our goal of ‘delivering happiness’ by allowing us to track whether our reps are doing a great job of listening to our customers, digging into their needs, and explaining how we can help to solve their problems. When a customer really knows that we are there for them, the happiness level rises from there.”

Insights from Chorus.ai are also having an impact on Zoom’s bottom line, according to Holmes. He says that the sales team is encouraged to educate customers on offerings like Zoom Rooms and Zoom Phone, and with Chorus.ai, sales leaders can confirm that reps are bringing up those products when talking to customers. And, when they do bring them up, whether they are hitting on the right value points, tying that value to customers’ needs, and engaging customers to learn more about the products.

Holmes says, “We spent a lot of time establishing signals around both products in our calls in Chorus.ai, and it has paid off. For example, we’ve seen a 20% increase in sales in Zoom Rooms since we started building signals into our calls and training reps on when and how to talk about the product. It’s been really powerful for us.”

Chorus.ai has also provided Zoom with more evidence that its own technology has a positive influence on sales engagement. “We ran a test and, through our analysis in Chorus.ai, found that when both the rep and the customer turn on their video in Zoom, it actually boosts win rates significantly in deals,” says Adams. “That was valuable for us to learn for two reasons: First, it was a reminder to us to use Zoom technology when interacting with our customers. And second, it’s a proof point for customers who wonder whether using Zoom video could help them drive better win rates.”

Given how deeply entrenched the Chorus.ai solution is in the daily workflow of Zoom’s global sales organization, Holmes says he has difficulty imagining how his team would be effective without it. “If I think about life without Chorus.ai, it would be almost like we were in the Dark Ages,” he says. “We would not be able to fully understand whether our sales team was moving at the right pace, and in the right ways, and getting to the right outcomes.”

Adams concurs, “In today’s sales environment, you can’t get away with not having an awesome solution like Chorus.ai. I would recommend Chorus.ai to any sales leader looking to build a modern sales organization. It will equip them with best-in-class tools that will allow them to be effective and efficient.”

Rich Adams

Rich Adams

Manager, Sales Tools Strategy, Zoom

In today’s sales environment, you can’t get away with not having an awesome solution like Chorus.ai. I would recommend Chorus.ai to any sales leader looking to build a modern sales organization. It will equip them with best-in-class tools that will allow them to be effective and efficient.

Zoom Video Communications (Zoom) provides cloud-based business meeting solutions that help reduce friction in real-time, face-to-face video communications across devices, rooms, and systems. The company’s innovative, unified communications platform can host meetings with up to 100 interactive video participants and more than 10,000 attendees. Its Zoom Rooms solution, used by organizations around the world, is the original software-based conference room system. And newer offerings from Zoom, such as Zoom Phone and Zoom Chat, are designed to further simplify and streamline real-time messaging, content sharing, and collaboration for modern businesses and their teams.

CEO Eric S. Yuan, a former lead engineer at Cisco Systems and its collaboration business unit, WebEx, founded Zoom in 2011. In April 2019, Zoom raised about US$357 million in an initial public offering (IPO). The company’s sales before and after the IPO have been growing rapidly through the acquisition of new customers and the expansion of existing accounts. Zoom is focused on increasing its international presence, and, as part of that strategy, recently entered a partnership with Verizon Business Group, which is offering Zoom’s unified communications solution to its global customers.

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