How FERMÀT accelerated GTM execution with Glyphic

Based on conversations with Steve Hult, SVP Revenue & Partnerships at FERMÀT, with operational insights from Isabel O’Keefe, Head of Account Management.

FERMÀT Moves Fast

FERMÀT is a Series B company helping brands automatically build and optimize personalized shopping experiences for every campaign and consumer. Their entire value proposition depends on adapting to the moment – every brand, every campaign, every customer journey.

But while their product evolved in real time, their internal revenue context didn’t.

Customer insights lived in spreadsheets. In recordings and in Slack threads. Or worse, in individual rep memory. And that created problems.

From Opinion-Based Deal Reviews to Revenue Truth

Before Glyphic, context at FERMÀT lived everywhere – and nowhere. Customer needs varied wildly depending on the brand and campaign strategy. That meant:

• Insights were fragmented
• Knowledge was siloed
• Deal reviews were subjective

Every week, sales reps, account managers, and partner leads met to discuss the pipeline. The format was familiar:

“How are things looking?”
“Feels all good.”
“I think we’re on track.”

But “how it feels” doesn’t scale.

It made it nearly impossible to objectively understand:

• What was actually happening inside accounts
• Where risk was forming
• What customers were consistently asking for
• How the GTM narrative needed to evolve

“We were relying too much on anecdotal reporting,” Steve explains. “There wasn’t a single, structured view of what customers were actually saying.”

Turning Conversations into a Revenue Operating System

FERMÀT implemented Glyphic as a shared conversation intelligence layer across Revenue, Account Management, and Partnerships.

Instead of:

• Updating spreadsheets
• Sitting through long review meetings
• Manually scrubbing recordings
• Relying on rep memory

Glyphic now:

• Automatically captures and structures insights from every conversation
• Flags emerging customer issues in real time
• Surfaces competitive mentions and objection patterns
• Populates CRM fields with relevant context
• Generates structured reporting directly from calls

Isabel uses Glyphic daily to understand what is actually happening across accounts — which issues are trending, what messaging is landing, and where accounts may be drifting.

That insight doesn’t stay in Sales. It flows into Product, Account Management, and Partnerships, creating a shared, structured view of customer reality.

Critically, when an account transitions from Sales to Account Management, the new owner inherits full conversational context and not just a summary. That has fundamentally changed handoffs and reduced post-sale friction.

Replacing Meetings with Agents

One of the biggest operational shifts was eliminating manual reporting. Previously, weekly pipeline reviews required:

• Spreadsheet updates
• Manual prep work
• Long meetings
• Time pulled away from customers

FERMÀT now uses Glyphic’s AI agents (beta) to:

• Generate weekly reporting automatically
• Surface deal risk
• Track next steps
• Highlight key customer signals

Instead of debating opinions, the team starts with shared data.

The conversation shifts from: “What do you think is happening?” To: “Here’s what the data shows.”

“For my entire career, you were just missing vast amounts of data,” Isabel says. “Glyphic made it possible.”

Accelerating Iteration Across GTM

For Isabel and Steve, the biggest unlock wasn’t just time savings.

It was iteration speed.

FERMÀT operates in a competitive, fast-moving market. Messaging, positioning, and playbooks must evolve constantly. If they don’t, someone else will.

Glyphic analyzes thousands of hours of conversations instantly and distills:

• Customer pain patterns
• Competitive pressure
• Objection themes
• What actually drives deals forward

That insight feeds directly into:

• Sales enablement
• Marketing messaging
• Product decisions
• Partner strategy

Without adding headcount.

“Glyphic allows me to move faster and decrease overall time to value,” Isabel says. “It’s the thing that helped me conquer iteration speed in our go-to-market narrative.”

Business Impact

The shift produced measurable operational improvements:

• Eliminated weekly spreadsheet reporting
• Significant reduction in manual deal-review time
• AI analyzing thousands of hours of conversations instantly
• 10–20x broader application versus prior solution
• Daily executive usage across revenue leadership
• Improved cross-functional alignment between Sales, CS, Product, and Partnerships
• Reduced time to value for customers
• Increased confidence in deal health and account trajectory
• Expansion from 10 seats to a planned 15–20 seats

A few months after implementation, Isabel was told by an AM:

“One of the most impactful things you’ve been able to do for the team is bring in Glyphic.”

The Bigger Shift

For most of Steve and Isabe’s careers, vast amounts of conversational data were simply lost.

Now it’s captured, structured, and operationalized.

“It’s no longer about how much activity you can create,” Steve explains. “It’s about how well you can collect input and information, analyze it, and wield that to solve customer problems.”

That’s the shift.

And for FERMÀT, Glyphic became the system that made it possible.

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