Persona achieves A-rated CRM data quality with Airspeed
Persona replaced Gong with Airspeed and turned sales conversations into structured Salesforce data. CRM quality went from D/C to B+/A, AE-to-SDR handoffs got 10x faster, and reps stopped doing manual updates after calls.
- 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
Rather than ask reps to update Salesforce by hand, Persona configured Airspeed to extract the data that mattered most to their sales process automatically.
Airspeed was tailored to Persona’s internal taxonomy, capturing use case categories, competitor mentions, and win/loss signals straight from sales conversations. It tracked competitors with nuance, separating the ones mentioned in passing from the ones actively evaluated in the deal.
Persona also wired their MEDIC qualification framework into Airspeed. Key qualification fields now fill in from call content, so qualification stays consistent across the pipeline without leaning on rep discipline.
All of that context surfaces in Airspeed’s deal-centric view. Sales, product, and leadership reach the quotes, insights, and deal history they need without rewatching a single call.
Airspeed processed conversations far faster than the previous tool and synced straight into Salesforce, so manual updates went away. Persona also turned on Spanish-language support for their Mexico City team, keeping insights accurate across regions.
Because the conversation data landed structured in Salesforce, the benefit spread across teams:
- 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
Now the deal context is one source of truth the whole GTM org can reach on its own:
“They don’t have to go find someone, Slack them, or ask what’s happening; it’s all just there.”
