Product1 publisher3 min readPublished
Gong Enrich now routes contact lookups through data vendors its customers already pay
Gong's Enrich now pulls contact data from outside providers such as ZoomInfo and Apollo, drawing on subscriptions and credits customers already hold. Revenue teams get one place to look up contacts and keep paying the vendors behind it.
The Product Desk · Product desk
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What happened
- Admins choose which data partners Gong Enrich uses and can exclude selected geographies from enrichment.
- Chief product officer Eilon Reshef said Gong relies on providers' opt-out representations, does not verify each contact's opt-out status and does not guarantee accuracy.
- A custom agent can react to an enterprise deal changing status by checking related calls against the company's risk criteria and writing next steps to the CRM.
- Gong Assistant gains Deep Mode, which plans broader investigations into questions such as what is driving enterprise deal risk in a quarter.
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Why it matters
- cost A budget owner hoping Gong Enrich retires an enrichment contract ends up managing one more credit balance: the vendor subscriptions keep feeding Enrich, and gaps are billed in Gong Credits.
- exposure Suppression-list accuracy for automatically enriched contacts rests on each named vendor's word, passed through Gong unchecked, so one vendor's lapse reaches the customer's own outreach.
- constraint A team weighing Gong's agents against the workflow-automation tool it already runs can only test manually started agents until the triggered version ships later this year.
A seller's email to a prospect bounces. If the team has automated Gong Enrich, that bounce can start a search for updated contact details without anyone clicking [7]. Gong asks the first data provider on a list the customer has put in order. When that provider cannot supply the record, Gong moves to the next one [5]. Five partners are named: Apollo, LeadIQ, Lusha, RocketReach and ZoomInfo [6][1].
Gong calls the release Mission Callisto, and it feeds outside providers' data into Gong's Revenue Graph reporting engine [1]. The version a revenue leader wants to hear is consolidation, with enrichment moving into Gong and a tool coming off the budget. What the product does is draw on the subscriptions and credits the customer already holds, then spend Gong Credits on whatever those vendors miss [4]. "Gong Enrich adds data that may not exist in either place," Eilon Reshef, Gong's co-founder and chief product officer, said, referring to the Revenue Graph and CRM records [3].
The setting to settle first is whether incoming data fills only empty CRM fields or replaces existing values [8]. Fill-only protects what reps have typed in. It also fits the bounced-email case badly. A bounced address is a wrong value in a field that is not empty, so under fill-only, as SiliconANGLE describes the options, it would stay put [2]. Replace mode fixes that and lets any vendor in the queue overwrite a hand-entered record [2]. An admin who keeps Gong's source tag can trace a bad value to the vendor that wrote it; Gong identifies the source for most contact details and can pass it into the CRM [9].
"The biggest change is that those agents can now be event-driven rather than relying on someone to manually trigger them," Reshef said [12]. Customers set triggers, conditions and actions in a visual editor or in natural language, and can reuse company-specific expertise across agents [14]. That part has not shipped. Enrich, Deep Mode and the expanded dashboards are generally available now, and automatically triggered custom agents roll out later this year [16][17].
I'd sort the Enrich decision on two questions: how many enrichment vendors the team already pays, and whether one named person owns contact data in the CRM.
A team with two or more vendors and an owner gets a queue worth ordering, and fill-only mode plus the source tag is a sensible start. The tradeoff is the stale-address gap: the owner clears those by hand or switches on replace mode [2]. Where nobody owns the CRM, the same setup applies, but replace mode should wait, because no one is placed to notice a bad overwrite. A team with one vendor has nothing to order. For it, Enrich is a one-click lookup inside Gong [7] plus Gong Credits for misses [4], and SiliconANGLE's report does not include a price for those credits. One vendor and no owner is the weakest case for switching automation on this quarter.
Every quadrant shares a question to answer before any trigger runs unattended: who handles the complaint when an automatically found address receives an email it should not have. According to SiliconANGLE's account, customers remain responsible for how they use the information, including outreach [11].
What to watch
- A published price for Gong Credits, the charge that applies when a customer's own vendors cannot fill a record.
- Whether event-triggered custom agents ship on the later-this-year schedule, and whether a trigger can chain enrichment into outreach with no human step.
- Any change by Apollo, ZoomInfo or the other named partners to how credits consumed through Gong are priced or counted.