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Techniques & Tactics

Gong 2025: State of Revenue Growth and AI Orchestration

Learn from Gong's State of Revenue Growth 2025 and Labs research — multi-threading, AI adoption, competitive deals, and why top reps orchestrate rather than pitch.

BadgeLead Editorial Team11 min read

Summary

Gong's revenue research shows AI adopters grew 29% faster — and top reps win by orchestrating buyers, data, and AI together.

2024 Performance, 2025 Plans

Gong's State of Revenue Growth 2025 surveys 600+ revenue professionals on how teams performed and where they invest next. Average revenue growth among respondents reached 19% in 2024 — up from 11% in prior periods — with quota attainment improving modestly year over year.

Leaders cite expansion within existing customers as a top 2025 growth lever, reflecting land-and-expand SaaS economics and the cost of net-new enterprise acquisition.

AI Adoption and Growth Premium

Gong's press research reports revenue organizations using AI in 2024 achieved 29% higher sales growth than peers, plus roughly 11% greater go-to-market efficiency. Top use cases: email and engagement automation, call summarization, and automated note-taking — each addressing non-selling time Salesforce and Gartner also flag.

Yet Gong Labs emphasizes top performers do not merely automate tasks; they orchestrate — coordinating stakeholders, competitive strategy, and AI insights across longer, more contested deals.

Labs: Multi-Threading and Competition

Analysis of millions of deals shows won opportunities have about twice as many buyer contacts as losses; multi-threading can boost win rates by 130% on deals over $50K. Competitive mentions in deals rose 57% since 2022 — discussing competitors early in enterprise cycles correlates with higher win odds when handled with teaching, not panic.

Cold calling data from 300M+ calls shows top-quartile performers book 3× more meetings; voicemails still lift email reply rates — a reminder that orchestration spans channels.

  • Map minimum three buyer threads before proposal stage
  • Use conversation intelligence to coach talk-to-listen ratios on discovery
  • Address competition with structured differentiation, not avoidance
  • Invest AI savings in orchestration activities (exec alignment, mutual plans)

References & Further Reading

This article draws on peer-reviewed research, established frameworks, and authoritative industry sources.

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Frequently Asked Questions

How much does multi-threading improve win rates?
Gong Labs reports up to 130% higher win rates on deals over $50K when sellers engage multiple buyer contacts — successful deals average about 2× the contacts of lost deals.
What is sales orchestration according to Gong?
Orchestration means coordinating people, process, competitive strategy, and AI insights across the revenue cycle — beyond automating admin or delivering monologues.

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