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A Lack of Visibility Into Sales Insights
B2B accounting software developer Netgain helps organizations optimize and automate the close process. Yet, when it came to understanding Netgain sales, the company realized it needed some added automation of its own.
“We had hardly any insights into where calls were on the sales journey,” remembers Netgain Revenue Operations Manager James Hinkson.
When anyone in the company — CRO, VP, director, or manager — wanted to know the status of a deal, there was no place to find that information easily. Inevitably, they called the sales team for answers, forcing reps to trawl their notes from the most recent call.
Not Enough Time for Value-Adding Activities
James was often the person receiving those requests. “I’ll be candid — I was getting tired of being asked silly questions.”
A sales rep might take 20 minutes to respond to a request. For someone not directly involved in the deal, like James, it took closer to 30 minutes. During peak periods, he'd get up to 15 requests daily. That’s 7.5 hours spent digging through sales field properties.
“Especially at month or quarter end, it could end up taking a lot of time,” he says.
The team wanted to spend that time on revenue-generating activities and improving performance.
Improved Accessibility from the Fathom App for HubSpot
Netgain began their search for solutions to automate call transcription, analysis, and coaching. They tried out a popular solution, and the team liked its functionality—but not the price tag. Then, the sales team found another option: the Fathom app for HubSpot.
Netgain already used HubSpot as its CRM and Sales Hub to manage all sales activities. By integrating Fathom with HubSpot, Netgain would get more note-taking and call analysis capabilities, along with Fathom’s call summary functionality to automatically update deals in Sales Hub.
“The integration was crucial,” James says. With Fathom data mapped onto deals, Sales Hub’s reporting would make deal statuses accessible across Netgain.
It was clear Fathom was the answer to increasing deal visibility and the team decided to move forward with full deployment. What's more, the team was able to get nearly 100 users set up on Fathom in no more time than watching a two-minute Loom video.
Instant Insights Boost Forecasting Accuracy
Netgain once lacked insight into deal progress. Now, the team has built categories like “readiness-to-close” and “likeliness-to-buy” scores into custom Fathom summaries, highlighting the status of each call.
“Those are fantastic predictors,” James says regarding the scores’ improvements to forecasting accuracy. Netgain’s month-end AR forecasts are now nearly spot-on. On a micro level, James is confident knowing whether a rep is likely to close that deal within the month, and the sales team can react accordingly.
“What’s at risk if we don’t use Fathom? All my time, for one,” James says. He used to spend entire workdays answering simple questions. After implementing the Fathom app for HubSpot, the sales team is no longer the single source of truth for deal info. Anyone at Netgain can go directly to the Sales Hub dashboard or even type their question into Fathom to get answers on any deal status or details.
Improved Performance and Coaching Opportunities
Netgain also uses Fathom’s call analysis to score reps on technical sales skills such as discovery, solutioning, and objection handling as well as soft skills like communication and relationship building.
Reps can analyze how their performance compares to peers and how certain actions affect their deals. “It’s enabled reps to self-drive their own coaching,” James says. This independent activity means reps improve without a heavy-handed approach from Netgain.
Fathom has become Netgain’s new baseline, James says. “Our sales folks can’t imagine not having an AI tool assist them on their calls.”
Someone recently asked the team if Netgain really needed the app, and 50 people instantly responded: “Yes, we absolutely need Fathom.”
