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Hi, I’m Brad Feld, a managing director at the Foundry Group who lives in Boulder, Colorado. I invest in software and Internet companies around the US, run marathons and read a lot.

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Ring That Gong Loud

Comments (62)

One of the companies I’m an investor in has a gong in the office. They bang it every time they sign up a new customer. They also have a virtual gong – an email that goes out to the entire company and board that starts with GONG: (Client Name). The salesperson who closed the deal gets to send the email out and write whatever he or she wants. Everyone in the company then piles on with Reply-All commentary.

It’s just awesome. I know many companies that ring bells or make some kind of other noise in the office when they close a sale. But it’s not very noisy if you have multiple offices, people on the road, or board members who don’t work out of your office.

Now, if you have a self-serve, high velocity model you may not want an email going out with every signup. So how about a daily gong at the end of the day that the system automatically emails out. I’ve written about email robots in the past – many of the companies I’m an investor in have an email robot that sends out the sales summary for the day at 12:01am the following day. The formats vary, but they are all short and consumable by all. No fancy graphs. No complicated analysis. Just raw data every day that informs everyone in the company how many new customers we got yesterday.

So ring that gong loudly. Take a page from my friends’ playbook and get that email out every time a new deal closes.

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