If you’re building a tech partner program, you already know the marketplace is no longer a nice-to-have. It’s where discovery turns into adoption, where partners prove value, and where your ecosystem shows up as a real extension of the product.
The Gong Collective is a standout example of how to do this well.
It isn’t just polished. It’s effective. Every design choice, pathway, and content decision feels intentional, and together they create a marketplace that actually drives usage and engagement, not just awareness.
Below, we’ll break down what makes the Gong Collective such a strong model, and why it’s a great blueprint for any SaaS company investing seriously in their ecosystem.
Brand cohesion builds instant trust
The first thing you notice about the Gong Collective is how natural it feels. It looks and behaves like a core part of Gong, not a side project or external microsite.
The visual system is clean, modern, and unmistakably Gong. More importantly, it feels familiar. That familiarity lowers friction immediately. Users know they’re in the right place, partners feel proud to be featured, and the marketplace earns credibility before anyone clicks into a listing.
This kind of cohesion doesn’t happen by accident. It’s the result of strong brand direction and thoughtful design decisions, and the Gong team clearly invested in getting it right.
Clear CTAs remove ecosystem friction
Great marketplaces serve multiple audiences at once, and the Gong Collective makes that clear from the start.
Right on the homepage, there are distinct, obvious paths for:
- Partners who want to join the ecosystem, whether as tech or GTM partners
- Customers who want to find the right solution quickly
- Users who want to request new integrations based on real needs
Nothing is buried. Nothing is confusing. Each CTA answers a simple question: “What do you want to do next?”
That clarity matters. It reduces back-and-forth, accelerates partner onboarding, and turns customer demand into actionable ecosystem signals.
Curated listings guide discovery without overwhelming users
Instead of treating every partner the same, the Gong Collective uses curation to guide attention.
Featured partners help users get oriented quickly. Content-rich listings go far beyond logos and links, with clear descriptions, visuals, and context that explain why an integration exists and who it’s for.
The result is a marketplace that feels helpful, not crowded. Users can self-educate before they ever click through or start an integration, which leads to better-fit connections and faster time to value.
Ecosystem content makes the marketplace feel alive
One of the most thoughtful touches in the Gong Collective is the inclusion of ecosystem news directly within the marketplace.
This does two things extremely well:
- It signals that the ecosystem is active and evolving
- It reinforces that partnerships are a core part of Gong’s strategy, not a side channel
By surfacing partner-related updates and content alongside integrations, the marketplace becomes more than a directory. It becomes a living hub for the ecosystem, which builds trust with partners and keeps users coming back.
This is still rare, and it’s something Gong executes exceptionally well.
Filtering by outcomes drives faster activation
As ecosystems grow, discoverability becomes the difference between value and noise.
The Gong Collective handles this with filters that are genuinely useful, not just decorative. Users can narrow by partner type, category, features, and business outcomes.
Filtering by outcomes is especially powerful. It reframes the marketplace around problems solved, not just tools available. That makes it easier for users to find what they need and more likely that integrations actually get used.
This is where marketplace UX directly impacts adoption.
Built for activation, not just discovery
A great marketplace doesn’t stop at discovery, and the Gong Collective makes the path from “this looks interesting” to “this is connected” feel smooth.
Direct integration connections reduce friction. Strong SEO structure ensures listings are discoverable outside the marketplace itself. Partners benefit from visibility, and Gong benefits from long-tail demand that keeps working over time.
Everything points toward activation, not just browsing.
What makes this work so well
The reason the Gong Collective stands out isn’t any single feature. It’s the combination of:
- Clear design ownership from the Gong team
- A deep understanding of who the marketplace is for
- Thoughtful UX decisions that prioritize outcomes over aesthetics
- A platform that makes all of this possible without custom rebuilding
This is what happens when a strong ecosystem vision meets the right infrastructure.
A note from our team
We’re incredibly proud to have partnered with Gong to bring the Collective to life.
The final result is a reflection of Gong’s brand, design sensibility, and ecosystem strategy. Our role was to give them the flexibility and foundation to execute on that vision quickly, without compromise.
Many teams assume a marketplace like this requires a year of engineering and endless iteration. It doesn’t. With the right platform and a clear point of view, it’s absolutely achievable.
If you’re curious what it takes to build a marketplace like the Gong Collective, we’re always happy to walk through the architecture and decisions behind it.
