Persona achieves A-rated CRM data quality with Airspeed
By replacing Gong with Airspeed, Persona transformed sales conversations into structured, reliable CRM data—unlocking faster deal execution, higher-quality insights, and data-driven decision-making across the business.
- Industry
- Identity verification / Fraud prevention
- Size
- ~150–200 employees
- HQ
- San Francisco, CA
- Funding
- $200M at a $2B valuation
- Founded
- 2018
Persona is an identity verification and fraud prevention platform.
What changed
- 01
CRM data quality improved from D/C to B+/A
- 02
10× faster AE ↔ SDR handoffs
- 03
No manual note-taking or CRM updates after calls
- 04
Clear visibility into use cases, competitors, and deal outcomes
The challenge
Inconsistent CRM data made it impossible to understand deals
Persona’s sales team relied on Salesforce to scale—but critical deal context lived inside sales calls, not the CRM. Incomplete data made it difficult to understand who buyers were, why deals progressed, and what actually influenced wins and losses.
The solution
Turning sales conversations into structured CRM data with Airspeed
Persona replaced Gong with Airspeed to automatically turn sales conversations into structured, Salesforce-ready data—without adding manual work for reps.
Impact beyond sales
One source of truth across the GTM organization
Instead of asking reps to manually update Salesforce, Persona configured Airspeed to automatically extract the data that mattered most to their sales process.
Airspeed was tailored to Persona’s internal taxonomy, capturing use case categories, competitor mentions, and win/loss signals directly from sales conversations. Competitors were tracked with nuance—distinguishing between those casually mentioned and those actively evaluated during the buying process.
Persona also integrated their MEDIC qualification framework directly into Airspeed. Key qualification fields are now populated automatically based on call content, ensuring consistent deal qualification across the pipeline without relying on rep discipline.
All of this context is surfaced in Airspeed’s deal-centric view, allowing sales, product, and leadership teams to instantly access relevant quotes, insights, and deal history—without rewatching calls.
Compared to their previous tool, Airspeed processed conversations dramatically faster and synced data directly into Salesforce, removing manual updates entirely. Persona also enabled Spanish-language support for their Mexico City team, ensuring insights were captured accurately across regions.
Because Airspeed structured conversation data directly in Salesforce, multiple teams benefited:
- Product tracked feature requests and customer feedback
- Marketing accessed real-world use cases and objections
- Finance gained clearer pipeline visibility
- Customer Success received cleaner handoffs between teams
“They don’t have to go find someone, Slack them, or ask what’s happening—it’s all just there.”
