From Gong to Game-Changer: Metaplane's Journey to Streamlined, Insight-Driven Selling

In the high-stakes world of data observability, every minute counts. For Metaplane, a leading platform ensuring data accuracy, their sales team was drowning in administrative tasks—until they discovered a transformative solution that would rewrite their entire sales playbook.

After relying on Gong for call recording, they sought a more streamlined solution to help their sales team save time and improve productivity. Enter Attention, an AI-powered sales enablement tool that has revolutionized how Metaplane’s sales team operates.

We spoke with Ted Bennett, Head of Sales at Metaplane, to learn about their journey from Gong to Attention, the impact it has had on their daily operations, and how they’ve integrated GAP and SPIN selling methodologies with Attention’s advanced features.

The Shift from Gong to Attention: A Leaner, AI-First Approach

When Ted Bennett joined Metaplane in June 2022, he knew scaling the sales team would require more than traditional methods. With a vision to grow from under 30 to over 150 clients, he needed a tool that could multiply his team's effectiveness without adding complexity.

The team's initial approach relied on Gong for call recording, but something was missing. While Gong is a popular tool in the sales world, Ted Bennett found it increasingly cumbersome for his team’s needs.

“Gong has strong brand recognition among salespeople,” Ted explained, “but it came with a lot of bulk—features we didn’t need or use regularly. We wanted something leaner and more focused on what really mattered: saving time and improving our pipeline management.”

Sales reps were spending hours on follow-up emails, manually logging data, and struggling to maintain momentum across their pipeline.

The decision to switch to Attention was influenced by a trusted recommendation from one of Ted’s former colleagues.

As Ted recalls, “James, who’s one of the best salespeople I know, introduced me to Attention. What caught my eye was how it leveraged AI to automate tasks like follow-up emails—something that used to take up a huge chunk of our day.”

The promise of a streamlined experience and the ability to integrate AI into their workflow convinced Ted to make the switch.

Within the first week of using Attention, Ted knew they had made the right choice.

“It was clear almost immediately that this was going to be a game-changer for us,” he said. “The efficiency gains were undeniable.”

The promise was simple yet powerful: leverage AI to automate the most time-consuming aspects of sales communication.

Saving Time Where It Matters Most

One of the most significant improvements Metaplane experienced after adopting Attention was the drastic reduction in time spent on follow-up emails—a task that had previously been a major pain point for the team. Before Attention, writing follow-up emails could take up to an hour each day for each salesperson. With Attention’s AI-powered email generation feature, that time has been cut down to just 15-20 minutes per day.

Ted estimates that each salesperson now saves between 3-4 hours per week on follow-up emails alone. This time savings has allowed his team to focus on higher-value activities such as closing deals and managing more opportunities simultaneously.

“We’re able to handle 40-50 opportunities at once now,” Ted shared. “That wouldn’t have been possible before because we were spending so much time just trying to keep up with follow-ups.”

Attention’s ability to automatically generate insights from calls has also played a crucial role in improving pipeline management. By capturing key moments from conversations and syncing them directly into their CRM (HubSpot), Ted’s team can quickly access critical information without having to manually log data or sift through call recordings.

GAP & SPIN Selling Methodology with Attention

In sales, understanding isn't just about asking questions—it's about uncovering the story behind the data. Metaplane leveraged a sophisticated approach combining GAP and SPIN selling methodologies with Attention's AI insights:

• GAP Selling: Identifying the critical space between a customer's current state and their desired outcome
• SPIN Selling: Deep-diving into Situation, Pain points, Impact, and Decision-making processes

Ted explained why these methodologies work so well for his team:

“We use a little bit of both GAP and SPIN because they help us focus on what really matters—the customer’s problems. It’s not just about qualifying leads; it’s about understanding their pain points at a deeper level so we can offer real solutions.”

Attention plays a pivotal role in supporting these methodologies by capturing critical moments during calls that align with GAP and SPIN principles. For example, when prospects mention specific pain points or success criteria during conversations, Attention automatically generates insights that can be easily added to mutual action plans or used in follow-up communications.

“Attention helps us capture those key moments without missing anything,” Ted noted. “It syncs everything into HubSpot so we can make data-driven decisions based on what our customers are actually saying.”

Attention became more than a tool—it became an intelligent partner that captured critical moments, extracted insights, and seamlessly integrated with their CRM.

Real-Time Coaching and Faster Onboarding

Another standout feature of Attention is its live coaching capabilities, which have dramatically accelerated onboarding for new sales reps at Metaplane. Traditionally, mastering technical sales conversations could take months for new hires; however, with Attention’s real-time coaching pop-ups during calls, reps can now handle complex technical questions with confidence.

“The live coaching features have been incredible for our new reps,” Ted shared. “What used to take months to learn is now supported in real-time during calls. It’s like having an extra layer of expertise guiding them through difficult conversations.”

This feature has not only shortened the learning curve but also improved overall team performance by allowing reps to learn from top performers’ techniques during weekly call reviews.

Data-Driven Decisions and Improved Pipeline Management

Beyond saving time and improving onboarding processes, Attention has had a profound impact on how Metaplane approaches its business strategy. By automatically updating CRM records with insights from customer interactions, Ted’s team now has access to more accurate data that informs strategic decisions.

“We’re able to analyze trends like which technologies our customers are using or what pain points keep coming up,” Ted explained. “This helps us make smarter decisions about where we should focus our efforts.”

The improved pipeline management resulting from these insights has led to fewer wasted opportunities and more closed deals—a testament to how much more efficiently Metaplane’s sales team operates with Attention in place.

A New Standard for Sales Efficiency

For Metaplane, adopting Attention has set a new standard for how they approach sales efficiency. The transition away from Gong allowed them to embrace a leaner solution that prioritizes time savings without sacrificing functionality or insights.

In Ted Bennett’s words:

“Attention isn’t just another tool—it’s become an integral part of how we operate as a sales team. From saving hours on follow-up emails every week to helping us manage more opportunities without letting anything slip through the cracks—it’s transformed how we work.”

By integrating AI-powered automation with proven selling methodologies like GAP and SPIN Selling, Metaplane has not only improved its internal processes but also enhanced its ability to deliver value-driven solutions tailored specifically to its customers' needs.

As businesses continue seeking ways to optimize their operations in today’s competitive landscape, tools like Attention stand out as essential partners in driving success—helping teams like Metaplane focus on what they do best: selling effectively while building stronger relationships with their customers.