How Gusto accelerates its go-to-market engine with Gumloop

More than 400,000 businesses across the United States trust Gusto to handle their payroll, benefits, and HR. Serving hundreds of thousands of SMBs means Gusto’s go-to-market teams face enormous challenges: retaining existing customers, expanding their product footprint within each account, and making every rep interaction as high-impact as possible.

When Ritu Khanna joined Gusto as their Chief Customer Officer, she had already seen in her previous role at Shopify how Gumloop could significantly move the needle on customer outcomes. She connected their Operations team with Gumloop to explore how they could use AI to amplify their impact on customers.

“We needed a bunch of tools to take our AI capabilities to another level,” they said. “Let's pick the tool that we know is going to work and that has had impact and great adoption at a place like Shopify.”

Building a culture of AI-powered problem solving

The Operations team took a dual approach to implementing Gumloop in Gusto:

• Build strategic, high-impact solutions to demonstrate what's possible with AI
• Educate teams so they can solve problems themselves

Adoption spread from go-to-market into R&D, finance, and beyond, with teams eager to connect Gumloop into more and more systems. Gumloop integrates with Gusto's existing tech stack — including Salesforce, Snowflake, and Google Workspace — to bring together data from across the business and put actionable intelligence directly in the hands of reps.

Coaching agent: turning sales reps into top performers

Gusto's first major Gumloop implementation was a coaching agent that delivers targeted coaching to improve rep performance. With multiple sales motions across different customer profiles and industries, Gusto needed a way to ensure reps showed up effectively for each type of customer.

The coaching agent automatically analyzes calls, provides personalized feedback, and scores reps' calls against proven qualification criteria tailored to each of Gusto's sales motions. Reps who use and engage with the coaching agent have seen significantly improved coaching scores compared to those who don't, translating to ~$1 million in incremental ARR in just three months.

Pre-call briefing agent: showing up prepared for every conversation

Building on the success of the coaching agent, Gusto developed a pre-call briefing agent that packages customer information, previous conversations, and discovery insights into customized talk tracks.

The agent is directly integrated with Salesforce and ensures reps are prepared for every call with a detailed understanding of the customer's needs and the most relevant product solutions.

When a call is scheduled, the agent automatically generates a personalized brief based on the customer's profile, industry, and previous interactions with Gusto. This allows reps to focus on having deeper, more valuable conversations, rather than spending time on research and preparation.

Partnership review agent: winning with deep customer intelligence

“The partnership review agent cuts prep time from 30–45 minutes per customer to under five minutes, and it results in a 31% higher win rate and 44% larger deals." — Head of Insights and Operations at Gusto

For Gusto's more complex customers, the team built a partnership review agent, Gusto’s equivalent of an enterprise QBR prep tool, but tailored for the SMB world. This agent does:

• External research: scans the web for everything publicly available about the customer (industry trends, company news, business context)
• Internal intelligence: pulls every piece of relevant data from Salesforce (interaction history, open and closed cases, product usage, contacts, and past discovery)
• Best-practice framing: applies Gusto's MEDDPICC sales framework to structure the conversation around proven qualification and discovery tactics
• Custom slide deck creation: generates a complete partnership review brief with customized slide decks
• Pre-agenda email drafting: ensures customers are engaged and prepared by drafting emails to send to customers ahead of the call

The reps have seen dramatic results from the partnership review agent:

• 9–10x faster prep time (from 30–45 minutes per customer down to under 5 minutes)
• 31% higher win rate on deals prepared with the agent
• 44% larger deal sizes

Outreach agent: personalized expansion at scale

Gusto’s outreach agent analyzes closed-won and closed-lost data to identify which customers are most likely to benefit from specific expansion products (like their fractional HR service,) and creates customized email and phone sequences for each customer. The personalized outreach sequences are then forwarded to a rep’s inbox directly. All they have to do is review and hit send.

Since adopting this approach, sales reps have seen:

• $5–6M+ in pipeline generated in a single quarter
• 2x the meetings booked compared to a human-generated campaign targeting a similar audience just months earlier

Churn prevention agent: preventing churn with proactive intelligence

Every morning, reps engage with an agent that combines internal propensity models with comprehensive customer data from Salesforce to identify growth opportunities and at-risk customers. For customers at risk of churning or downgrading, the agent comes up with a strategy: it crafts email sequences to re-engage customers, creates internal tickets to the deal desk requesting strategic discounts, and frames the conversation around helping customers understand the full value of their current plan.

In just three months, this proactive approach has prevented millions in churn and downgrade revenue.

Gusto 🤝 Gumloop

Gusto came to Gumloop with a clear set of business challenges: retain more customers, expand product adoption, and elevate rep performance. What started as a focused deployment with a small group of go-to-market builders has grown into an organization-wide AI platform driving measurable revenue impact.