How Gong activities are associated to deals in your CRM
Deals are made through conversations between two sides, and can include many different types of communications, such as calls, emails, meetings, and other interactions. Associating the conversation to your deals gives you a richer and more accurate picture of deal reality. As there can be several potential deals that a conversation can be associated with, we have an association algorithm which finds the most suitable deal. In some cases, a conversation may not be associated with any deal, and in others it may be associated with up to 5 deals.
Once the association is made, we display the CRM objects, such as the Opportunity, everywhere we show deal activity, such as in the Deals and Account pages and in Deal Insights.
This article explains our process for associating CRM opportunities to your Gong activities. For details of how we associate contacts and accounts to activities, see Associating CRM entities with Gong activities.
Based on the accounts associated with the activity, we create a list of CRM deals, that were open at the time of the conversation. As conversations can take place either just before or just after a deal is closed, the list of deals the activity can be associated with includes:
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Deals that were open in your CRM at the time of the conversation
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Deals that were opened up to 14 days after the conversation took place
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Deals that were closed up to 14 days before the conversation took place
If there is more than one opportunity that can be associated with the activity, we try to narrow down the list as follows:
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If Use contact roles (set in your CRM settings page) is turned on, we check to see if any of the conversation participants are listed as contact roles (Salesforce) or related contacts (HubSpot). We then narrow down the list to include only those deals with contact roles participating in the conversation.
If there are no participants who are also contact roles, the deal list is left unchanged. If Use contact roles is turned off, we go straight to the next stage.
Tip
You must define contact roles or related contacts for your deals in the CRM for this step to be effective. If you don’t define contact roles, turn Use contact roles off. The quality of the activity association depends on the accuracy and completeness of the information in your CRM.
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If there are more than 2 deals to associate with the activity, we continue to reduce the list by checking if there are any deal owners participating in the conversation.
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If there are still multiple potential deals:
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We associate a maximum of 5 deals to the activity.
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If there are more than 5 deals that can potentially be associated, we associate the 5 most recently created deals.
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As data is added to the CRM it can be necessary to reassess the association assigned when the activity occurred. For example, if a new account is generated, we may be able to associate an activity to an account that we had previously not found a relevant association for.
Creating, updating or deleting the following CRM entities triggers reassociating activities to CRM entities:
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CRM contacts
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CRM accounts
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CRM deals or opportunities
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Contact roles in a deal
Reassociation could result in activities which were originally associated to a specific deal is now reassociated with a different deal, or activities that weren’t associated to any deal may now be associated to a deal.
We update relevant activities that occurred up to one year prior to the current day.