In Closing Moves – Inside Brian’s Deal-Winning Playbook, Rory Sadler, CEO of trumpet, and Brian LaManna, Enterprise AE at Gong, explored how data inside Digital Sales Rooms can reveal what’s really happening behind the scenes of a deal.
Sometimes, the biggest opportunities are hidden in the engagement analytics.
Data that tells a story
Brian shared how one of his deals expanded dramatically thanks to visibility into buyer behaviour.
“A huge win that was uncovered was when I saw a new person constantly opening up the room. I looked up his title, and he was the VP of Data, not someone we’d normally be selling to.”
By tracking activity inside his trumpet deal room, Brian spotted a new stakeholder, one who would later unlock an entirely new revenue opportunity.
Turning insight into action
“I brought it back to my champion and said, Jeff keeps checking out the deal room, do you know any context for his interest? It turned out he was looking at our integration with Snowflake.”
That single insight led to a new data cloud engagement and a broader enterprise deal that Brian would have otherwise missed.
Why it matters
Without digital analytics from the sales room, that stakeholder would have stayed invisible.
“I’m a hundred percent confident that opportunity would not have expanded if something like trumpet wasn’t being shared internally.”
It’s proof that modern sales isn’t just about meetings, it’s about reading digital body language and acting on it.
FAQ
How can Digital Sales Rooms uncover hidden stakeholders?
Engagement analytics show who’s viewing content, how often, and for how long - revealing new players in the buying committee.
Why is stakeholder visibility important?
It helps sellers expand deals, identify decision-makers early and prevent surprises at the final stage.
What should sellers do when they spot new engagement?
Bring it to your champion, confirm the interest, and use it as a path to multi-thread the deal effectively.
Head here to watch the full webinar
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