How Contentful Unlocked Actionable Insights and High-Speed Coaching with Momentum

The Challenge: Turning Unstructured Data into a Strategic Asset

As a rapidly growing enterprise with a $3 billion valuation, Contentful’s revenue teams operated at an incredible scale. But that scale created a significant challenge: a wealth of valuable customer interaction data was trapped. This critical information was scattered across different systems, unstructured and disconnected.

For Jake Gertjan Hofwegen, VP of Revenue Operations & Enablement, this meant a massive missed opportunity. “All this data was sitting in silos,” he explained. “It wasn't structured. It wasn't coming together. It wasn't going to one singular place.”

Without a unified and intelligent system, the RevOps team couldn't get a clear picture of what was happening across the entire customer lifecycle. They needed a way to: 

• Centralize their data
• Extract meaningful insights
• Empower their teams to act on them instantly 

The goal was to go beyond managing data by transforming it into clear, concise, actionable intelligence that drives the business forward.

The Solution: An Intuitive AI Engine for the Entire Revenue Team

Contentful chose Momentum to be the "engine" for its RevOps processes. The platform’s ability to unify data and its intuitive interface created an immediate impact, driving adoption far beyond the operations team.

1. A Platform So Simple, It Runs Itself

One of the biggest hurdles with any new tool is adoption. Contentful found that Momentum’s ease of use eliminated this barrier completely. “One of the aspects of momentum that I like and appreciate the most is that it's really intuitive,” noted Ashley Blackwell-Guerra, Director, Field AI, Systems and Data Ops.

The platform’s conversational interface meant teams could get answers without complex training. “One of our regional sales directors was able to pick it up and run with it after about a minute to a minute and a half,” she added. “It's really just as simple as having a conversation as if you would in email or Slack.”

2. From Data Silos to Strategic Dreaming

By breaking down data silos, Momentum unlocked a new level of strategic thinking for Contentful's leadership. Jake could suddenly move from simply managing processes to innovating them.

“Now I can start ‘dreaming’ up things like an automated metric score and real-time objection handling delivered to my AE right then and there,” he said. Momentum provided the foundation to get insights on the fly, answering critical questions like:

• What product sells well?
• Which customers are happy?
• Where are deals stalling?

3. Supercharging Enablement with Momentum Coach

For the sales team, Momentum's Coaching Agent became an indispensable tool. It gave managers and enablement teams a direct line of sight into rep performance and program effectiveness.

“Momentum's Coaching Agent is probably the enablement team's best friend,” Ashley said. “Because Momentum is able to not only listen to and understand how we’ve built our enablement programs, but also pinpoint exactly where we’re winning, where we might need to edit, and where we may need entirely new programs.”

The Results: Faster Deals, Smarter Coaching, and a True Partnership

With Momentum as their RevOps engine, Contentful transformed its siloed data into tangible business outcomes. The impact was felt across the entire organization, from front-line managers to the post-sales team.

The strategic advantage became clear. “Momentum’s strategic advantage comes from how quickly our frontline managers are able to coach and change behavior,” Ashley explained. This improved coaching had a direct effect on revenue. “What that enables us to do is show up better researched and better prepared in front of customers, which means faster, better deals.”

The benefits extended beyond closing the deal. “Once we close opportunities, our post-sales team is more prepared than they've ever been as well,” added Ashley.

Beyond the technology, the relationship with the Momentum team proved to be a critical part of the success. Jake described the experience as “pretty epic,” noting the team was “very personable, very direct.”

Ashley agreed, highlighting the team’s technical competence and deep understanding of the business. “It wasn’t long into the relationship that I was sharing our strategic roadmap and directional shifts with them, and they picked it up really, really quickly,” she said. “They’re speaking our language internally.”

A Future-Focused Partnership

For Contentful, the value of Momentum lies also in its potential for tomorrow. The rapid pace of product development and the team's commitment to customer needs have created a true forward-looking partnership.

“Their engineering moves at a blistering pace,” Jake remarked. “When we have requests, they jump on it and it gets resolved really fast.”

This focus on continuous innovation gives Contentful confidence in the long-term relationship. “I'm looking forward to working with them long term, because their product offering is continuously solving new problems that we don't even know we have yet,” Ashley concluded. “That’s a wonderful proxy for someone who’s future-focused. They’re listening to their customers, and I have no doubt this company will continue to just explode.”

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