How Snorkel Built an AI-Powered RevOps Engine with Momentum

The Challenge: Running RevOps in an Industry That Never Slows Down

Snorkel operates in one of the fastest-moving industries in the world. New AI models launch weekly, new tools hit the market daily, and every shift creates pressure to adapt. So for them, growth meant keeping their internal revenue engine just as agile as the industry they serve.

The RevOps team was only two people strong, yet responsible for managing the entire sales process, keeping Salesforce data clean, and ensuring every rep followed a consistent motion. At the same time, they had to track a flood of new tools, models, and competitive signals.

As Syed Jafri, Senior Manager of GTM Systems and Process Analytics, explained:

“You will hear about new models being launched, new tools being launched, and I need to keep an eye out to always make sure we are up to date. Our systems are up to date. We are using the latest and greatest tools and Momentum is one of them”, noted Jafri.

Without automation, the team risked falling behind on:

• Enforcing process compliance in Salesforce
• Capturing and sharing call insights in real time
• Diagnosing why deals were stalling or being lost
• Reducing the manual workload that slowed sellers down
  
  

The reality was clear: agility was not optional. Snorkel needed a partner that could help their RevOps team operate like a much larger function without the cost of hiring a larger team.

The Solution: Momentum as Snorkel’s RevOps Copilot

Snorkel adopted Momentum with a simple first step: automating Salesforce notifications and enforcing sales process compliance. Implementation was fast and painless, giving the team immediate results. According to Syed:

“We purchased Momentum to do Salesforce notifications and to enforce the sales process, and that we were able to achieve very quickly because Momentum was super easy to implement.” 

But those quick wins opened the door to something bigger. The team quickly expanded into Momentum’s AI suite, transforming how RevOps operated.

1. AI-Powered Call Summaries and Slack Workflows

Momentum started delivering call summaries directly into Slack channels. Each notification captured:

• What was discussed
• Action items
• A follow-up email draft reps could send immediately

The impact was immediate. Information that used to require manual note-taking and post-call admin was now available in real time: searchable, shareable, and ready to act on.

Momentum also enabled interactive Q&A inside Slack threads. RevOps and sellers could instantly ask:

• “Did anyone talk about pricing?”
• “Was a competitor mentioned?”

Instead of combing through call recordings, they got instant, AI-generated answers.

2. Autopilot Batch Analysis for Deal Insights

Snorkel also unlocked Momentum’s Autopilot batch feature to analyze closed-lost opportunities. The system identified the top three reasons deals were lost, giving RevOps the ability to course-correct before patterns repeated.

Enablement teams used those insights to create targeted assets and training, strengthening Snorkel’s value proposition and improving competitive positioning.

“What Momentum did for us is it provided the top three reasons why we lost deals. Knowing the problem before you lose the deal, we can now course-correct”, said Jafri.

The results: Building an AI-First RevOps Engine

For Snorkel, Momentum started as a way to enforce Salesforce processes. It quickly became the infrastructure powering their entire RevOps motion.

What changed?

• Call summaries that once took hours now appear instantly in Slack, giving reps more time with customers.
• Lost deal reviews turned into a competitive edge, with Autopilot surfacing patterns and enablement acting on them before they repeated.
• Pipeline conversations shifted from guesswork to data, driven by insights pulled directly from customer interactions.

The RevOps team turned time savings into amplified impact, with two people delivering the output of an entire department.

For Syed Jafri, the difference came down to more than features. It was about partnership:

“I have never seen a better customer success team than Momentum. They’re willing to go above and beyond. They’re working on the platform and quickly launching a lot of new features that are very useful.”

Momentum positioned Snorkel to thrive in the AI era by giving RevOps the leverage to keep pace with constant change.

“Momentum will make you AI-first in the AI era. It will make you feel like a prompt engineer. It will make you feel like a data scientist.”, highlighted Jafri.

At Snorkel, AI has moved from being just a product focus to becoming the backbone of how RevOps operates.