Most revenue teams have the tools to track intent, monitor account activity, and capture buying signals across platforms. But reps still spend hours trying to figure out which accounts actually matter, who to contact, and what to say. The insights exist but connecting them to actual pipeline takes a lot of manual work.
When Mark Kosoglow joined Docebo as CRO, he took on this exact problem: talented reps buried in research instead of selling, inconsistent execution across the team, and opportunities were getting missed. Within one quarter, he built an AI command center with UserGems that brought together all their signals, automated the decision-making, and let his team focus on actual conversations.
The result: 54 enterprise opportunities, 16% reply rates, their best quarter ever and 70% of pipeline funneled through UserGems.
About Docebo:
Docebo is a global, AI-powered learning platform that helps organizations train and develop people at scale. It makes it easy to create and manage training, deliver personalized learning for employees, customers, and partners, track progress, and measure results, all in one system.
About Mark Kosoglow:
Mark Kosoglow joined Docebo as Chief Revenue Officer in July 2025, bringing more than 20 years of experience building and scaling high-performing sales teams. He leads Docebo's global Sales, Customer Success, and Revenue Operations organizations with a clear philosophy: empower teams with the right tools and data, give them ownership of their work, and align everyone around results that truly drive the business. Mark champions using AI and technology to help teams work smarter, not harder.
The challenge: Signal overload, inconsistent execution
Docebo had invested in the right tools, Demandbase tracked intent, Crossbeam revealed partner intelligence, and Metadata measured ad engagement. Marketing was successfully building brand awareness and generating hundreds of buying signals every day. The problem was that there was too much of it, scattered everywhere.
Their BDRs were forever toggling between platforms and spreadsheets, trying to piece together who to contact, when, and what to say. They'd spot a job change and send an email, notice a website visit and make a call and a lot of signals were going completely unnoticed. When BDRs did act on a signal, they were treating it as a standalone trigger rather than a piece of a bigger picture.
Mark, Docebo's CRO, realized opportunities were being missed. Every BDR was managing 400+ accounts while making five key decisions for each outreach: which account deserves attention right now, which person to reach out to, what message will resonate, how often to follow up, and what action to ask for. Doing all five correctly and consistently was nearly impossible when working manually.
Docebo needed to stop reacting to signals one at a time and shift their BDRs time from researching to actual selling. They needed a way to combine multiple signals, spot genuine buying intent, and engage accounts proactively before opportunities slipped away.
The solution: Building a GTM brain
With UserGems, Docebo built what they call their “GTM brain”, a centralized command center that unifies signals, scores opportunities, and automates decisions so BDRs start each day focused and proactive.
The GTM brain pulls data from three sources into a single scoring engine:
- CRM data: Job changes from Salesforce, closed-lost opportunities, account activity, and engagement tracking flow in automatically.
- First-party signals: Tools that were underused before now feed directly into scoring. Demandbase intent scores, Crossbeam partner overlaps, Metadata ad engagement, and industry event participation all help prioritize accounts.
- Third-party intelligence: UserGems adds champion tracking, job change alerts, hiring signals, and other buying intent indicators.
By combining these inputs, the GTM brain pinpoints accounts with strong, multi-signal evidence that they’re ready to buy.
“We have enough logic, enough data, and with AI now and great partners like UserGems, you can actually now create all of the stuff that you need so that the reps don’t have to make those kind of decisions anymore.”
From there, the command center scores and weights each signal based on its real impact on pipeline. Every two to four weeks, the team introduces new signals, and Gem-E measures how each one performs. Signals that prove valuable stay appropriately weighted, while those that don’t get adjusted or removed.
Over time, this constant fine tuning makes the scoring clearer about what truly helps to create pipeline.
Gem-E writes personalized messages
UserGems' AI agent, Gem-E, generates all of Docebo's outbound emails as fully written, personalized messages for each prospect.
It pulls from the scored signal data and determines what matters most for each person, writing the right message based on why that prospect is worth reaching out to in the first place.
Docebo keeps it focused with a strict rule: maximum two signals per email. Their goal is for messages to work together as a sequence that builds familiarity over time rather than overwhelming prospects all at once.
With Gem-E in place, BDRs start each morning with their top 30 prospects already sorted into the right sequences alongside the reasons why each person was selected. They review the context, validate the approach, and approve before sending. Once approved, emails flow into Outreach on the right cadence, delivering both relevance and replies.
The results: CRO perspective
Docebo launched the GTM brain at the end of Q3 and immediately saw measurable impact:
- 16% average reply rate on outbound sequences, compared to industry benchmarks of 2-3% for cold outreach.
- 54 enterprise opportunities generated in the first full quarter of operation.
- Record pipeline generation contributing to one of Docebo's strongest quarters as a company.
“11% to 16% reply rates. 54 opportunities. And as an enterprise company, that’s a lot of pipeline. This is the type of proof point that convinces me further to move down this road.”
The numbers tell part of the story, but the team’s approach is what drives them forward.
Those five critical decisions that used to fall on individual BDRs: which account, which person, which message, which cadence, which CTA, now happen consistently across the entire team.
How the BDR team is running it globally
That strategic foundation is what Simona Gatta, who leads Docebo's global BDR team, has been building on, taking the GTM brain from a command center concept to a fully orchestrated daily motion across multiple regions.
Simona's challenge was the same one many BDR leaders face: how do you scale pipeline globally without just adding headcount? Her answer was to stop giving BDRs everything they could do, and show them only what they should do.
"I don't want to show BDRs all the work they could do. I just want to show them what they should do."
Today, UserGems sits across every layer of their outbound motion. First-party data (call recordings, closed-lost context, event notes) is layered with UserGems signals, scored and prioritised, then pushed as pre-loaded tasks into Outreach, with Gem-E drafting the message. By the time a BDR logs in, the research is done, the contact is surfaced, and the email is ready. They're refining and executing, not building from scratch.
The results across the global team:
- BDR ramp dropped from 4–6 months to pipeline in month one, with first deals created within 4–6 working days
- Reply rates jumped from 0.3–1% to 20% on English sequences, and 43% on German sequences
- 70% of the org's pipeline now funnels through UserGems
- All reps overachieving quota
- New workflows show results within 4 days of deployment
The BDR role has fundamentally transformed. Enablement no longer means teaching reps how to build lists, it means coaching phone skills, converting conversations, and building pipeline. Reps are more confident, prospects are getting more relevant outreach, and the team is running the same motion across every region, at scale.
What's next
Docebo's GTM brain keeps getting smarter. Their next step is already underway: Gong call transcripts will feed into the system, capturing personalization from past conversations and automatically using it in future sequences.
For revenue leaders struggling to translate signal investments into results, Docebo shows the way forward: centralize the intelligence, automate the decisions, and let your team focus on what actually matters.
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