- Personio's RevOps-validated analysis showed deals with trumpet Pods had a 23% higher close rate, 57% higher deal value, and 67% higher MRR win rate
- Four mandatory rules for deals over £500 MRR: create a Pod, include a Mutual Action Plan, include an introduction video, and introduce it live on a call
- When the economic buyer accesses the Pod, close rate improves by 53%
- Pod adoption grew from zero in Q4 2024 to 40% of all opportunities across Personio's GTM organisation
- trumpet replaced Personio's legacy CMS tool, becoming the single home for GTM content and buyer engagement
About Personio
Personio is a leading HR platform built for companies across Europe, serving businesses primarily below 2,000 employees. Their go-to-market team spans sales, customer success, and account management across multiple regions, with trumpet now deployed across their entire GTM organisation as both their digital sales room and content management system.
The challenge
Personio's sales team was sending a lot of materials to a lot of people. Customers evaluating an HR platform have complex and varied requirements, and the process of sharing case studies, security documentation, competitor comparisons, and pricing with multiple stakeholders had become fragmented. Information went out over email, landed with one contact, and rarely reached the full buying group.
They were using a legacy digital sales room tool, but adoption among reps was low. When Aaron Doran, who leads Revenue Enablement Performance at Personio, went to find out why, the answer was clear: the tool was too hard to use.
"It was a bit like trying to build art in Excel," he says.
The sales process needed to be simpler, more centralised, and more consistent, both for the reps building it and the buyers navigating it.
The solution: trumpet as Personio's GTM backbone
After a competitive evaluation, Personio selected trumpet. The initial pilot with a few AE teams gave them an early read: adoption was immediate.
"The actual process of building a Pod once you had a Template set up took two minutes," says Aaron.
Reps who had never properly engaged with a digital sales room were building trumpet Pods from day one.
But Aaron wasn't willing to scale on instinct alone. To make the business case for wider rollout, he worked with Personio's RevOps team to run a rigorous analysis, comparing deal outcomes on like-for-like teams, and used their sign-off to give the findings credibility with leadership.
"I couldn't get investment in trumpet if I wasn't able to provide these numbers," he says.
The results
Numbers that made the case, then changed how the team operates
The RevOps-backed analysis gave Aaron something most enablement teams can't get: a data model that leadership couldn't argue with.
- Deals with a trumpet Pod attached were 23% more likely to close won
- Average deal value was 57% higher when Pods were used
- MRR win rate was 67% higher
- Time to close also decreased
"If you don't have the data to show why they should do it, or you don't have their leaders already convinced, you're fighting an uphill battle," says Aaron.
With that backing, trumpet expanded from an initial smaller pilot to every person in Personio's GTM organisation.
The data also shaped exactly how trumpet gets used. Based on the analysis, Aaron and Personio's leadership codified four mandatory rules for any deal over £500 MRR:
- A Pod must be created
- It must include a Mutual Action Plan
- It must include an introduction video
- It must be introduced to the buyer live on a call
"That is the most optimal way for us to use trumpet based on the data that we've seen," he says.
Engagement signals that change how reps prepare
One of the features that became central to how Personio's team operates is trumpet's engagement tracking: seeing which assets buyers spend time on inside a Pod.
"They see that the prospect is spending an awful lot of time looking at legal or security," says Aaron, "and they're like, right, I need to prepare objection-handling questions for these topics."
Reps go into follow-up calls with a clear picture of where buyer attention has been, rather than guessing.
The same signals help reps identify when the economic buyer has accessed the Pod. At Personio, that moment correlates with a 53% improvement in close rate. It's engagement that happens regardless of whether the buyer flags it, and one that reps can act on immediately.
Replacing legacy tools: one home for content and customer engagement
The case for trumpet as a content management system grew naturally out of the digital sales room rollout. Reps were already building their deals in trumpet. The friction of going to their previous tool to find content, downloading it, and uploading it to a Pod was unnecessary overhead.
When trumpet launched its new CMS capabilities, Personio made the decision to fully deprecate their existing CMS tool. From 2025, trumpet is the single place where Personio's GTM content lives and where reps engage with buyers.
"It's just such a no-brainer to put your customer engagement where your content is," says Aaron.
Pulling everyone into trumpet for content brought them into the product, and from there, building Pods followed naturally. Adoption has grown from zero in Q4 2024 to 40% of all opportunities.
A connected stack: Salesforce, Gong, and the full GTM picture
Getting trumpet properly wired into Personio's existing tools took effort, but it's now fully in place. A trumpet Widget inside Salesforce lets reps build a Pod directly from an opportunity. Pod activity flows back into Salesforce, giving managers deal-level signal alongside everything else in the CRM. And Pod links live inside Gong forecasts, making it easy for managers to see exactly what's been shared with a buyer before a coaching session.
"The data now feeds into the overall picture of opportunities' likelihood to close," says Aaron, "and sales managers can use that information to coach their teams."
What's next
Aaron is particularly focused on what Copilot will unlock for Mutual Action Plans. With Gong integrated across Personio's sales team, the ability to paste a call transcript into Copilot and generate a MAP directly is one he's been building toward for months.
"I'm really confident that will lead to much more adoption of the mutual action plans, to drive that deal velocity and encourage alignment on timelines with the customer," he says.
He's also been testing trumpet's translation feature, which converted an entire Pod into German in a single prompt, a clear opportunity for a team selling across multiple European markets. And Canvas is on his radar as a potential replacement for Personio's current ROI calculator tool.
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