The more information you have on your prospects as they move through your sales cycle, the better.
Sales intelligence software is designed to:
Give you more information about a prospect
Improve how you engage with prospects
Boost the close rate from your sales process
These tools aren’t a silver bullet to success— you’re still going to need to talk and sell to your prospects. But, they will help you optimize your workflow and ensure you never miss out on any details when talking to prospects.
In this guide, I’ll show you some of the best sales intelligence tools that you can integrate into your workflow. Some are best for small teams, and others are suited for enterprise-level sales teams.
Let’s take a look at the tools.
Sales intelligence software and tools help you gather more information — intelligence —on your prospects and sales leads.
There are various types of sales intelligence software that can fit into different stages of your sales cycle. Some are most useful during your initial prospecting and list-building stage. Others come into play as you’re engaging with a lead. Some are used to collect real-time information when you’re on demo calls with leads.
No matter what kind of sales process you run, there’s a strong chance a sales intelligence tool can help you stay more informed during your sales workflow.
Sales intelligence tools typically help with tasks like:
Gathering details on a prospect to see if they match your ideal customer profile (ICP)
Enriching records in your CRM
Automatically taking notes and transcribing sales calls
In some cases, one or two may be enough to fill gaps in your sales processes, in others, you may want multiple tools.
It’s also worth noting that if you’re only just starting a sales operation at your company, some of these tools will be overkill. Build your processes first, then decide on what kind of sales intelligence tools will fill knowledge and efficiency gaps for you.
Sales intelligence software with intelligent pipeline analytics, call recording and feedback, and tools to train and upskill your sales team.
Gong is one of the original platforms that focused on sales intelligence as a USP.
The platform is designed to help after you’ve started a conversation with a sales lead and from there delivers intelligence and tips based on your ongoing interactions.
You’ll see an overview of your whole pipeline with details on each lead as they move through. Details include things like the last contact date, potential revenue the deal would deliver, alerts if next steps are needed from your end, and warnings if a lead is showing signs of disengagement. Used correctly, you and your team can improve your timing and make sure a lead never feels like you’ve forgotten about them in the sales cycle.
Another valuable part of the Gong platform is the call recording system. When you have a sales call, Gong can record the call in the background. After the call, you can share it with your team or re-watch it for learning purposes.
On top of the recording, you’ll see call analytics that tells you whether you’ve used too many buzzwords words, aren’t letting your prospect talk enough, or aren’t asking enough questions. You can take those learnings and improve how you approach calls, continuously improving.
It’s a valuable asset and you’re going to find ways to improve your sales process even if you think it’s already delivering good results for your business.
Pricing: Custom plans based on your sales team size
Call recordings and analytics to improve your call close rate
Pipeline analytics to spot opportunities to follow up
Collaborate with team members and share sales assets quickly
See what topics you need to be talking about on demo calls to increase your success rates.
Chorus is a sales intelligence tool designed to help you level up your sales calls by recording them and then showing you details on what topics and terms were used most in your calls.
You can use this information to craft smarter follow-ups and prepare for your next call more effectively.
The analytics in Chorus are designed to be actionable. Once you know what works, you can start tracking how top performers are running calls, then, Chorus will use the data to make recommendations to other team members of what to do on their calls -— for example, talking about pricing less, or highlighting the ROI potential more often.
As you build up a library of call recordings you can organize them into playlists or share snippets from them, which is going to be useful for new team member training and help other sales team members improve their calls based on what’s working for others.
Chorus was recently acquired by ZoomInfo, so there’s a strong chance there’ll be closer integration with that platform to help you gather more intelligence on prospects so you’re always ready for your next call.
Pricing: Available after a product demo
Call recordings and analytics
Actionable tips on what topics to focus your calls on
Share call snippets and playlists to help other team members learn about prospects
A suite of powerful tools to help you identify, learn about, and reach out to prospects at the perfect time.
Clearbit is an all-in-one sales intelligence platform that includes features such as an email finder to source B2B contact details, data enrichment tools to add new details to your CRM records, a Chrome extension that you can use to identify decision-makers when visiting company websites, and more.
You can also connect Clearbit with your CRM, and every 30 days it will refresh the records to validate your details are up-to-date. You’ll always have the correct details available and can reach out with the right information, at the right time.
Another powerful feature is the website visitor tracking tool. When B2B contacts visit your website, you’ll be notified, and Clearbit will cross-reference the IP with known companies and prospects, helping you build a list that’s highly qualified for your team to reach out to and is showing clear buyer intent.
Pricing: Available on request, monthly or annual plans
Keep your CRM updated with automatic record refreshes every 30 days
Source contact details for decision-makers as you’re visiting prospect websites
Identify in-market buyers as they’re on your website
Personality insights platform to help you personalize your pitch based on your prospects’ personalities.
Every prospect is different, and if you stick to the same cold email templates and call scripts every time, you may be missing opportunities.
Crystal is a personality insights tool that you can use to improve how you approach prospects. It uses machine learning to give you a framework for people’s personalities. It gives tips on the best ways to communicate with them, what kind of tone and language they use, and buying preferences, so you can tailor your email copy or sales pitch to match their expectations.
It’s a specialized tool, but if it means a higher percentage of prospects reply to your cold outreach or end a sales call feeling like you’ve connected with them, the ROI will quickly be seen in your revenue numbers.
Pricing: Start for free, pricing available on request
Chrome extension to see personality insights on LinkedIn profiles
Enrich prospect contact records with personality intelligence
Uses an industry-standard DISC personality profile
Call tracking software that identifies sales objections and highlights risks and opportunities during your sales calls.
Traq is an AI-powered platform that gathers sales intelligence from both your sales calls and your CRM activity.
When you’re on a call it records and transcribes them, saving you the need to take manual notes and being distracted from the conversation. After your sales call, the platform analyzes the conversation and highlights important insights. For example, if a prospect says something like “We can’t justify this cost before Q3”, it’ll flag that as a potential risk factor for the deal. You can then use your follow-up email sequence to highlight the ROI potential or consider offering a limited-time discount to close the deal.
Like with any conversational intelligence platform you’ll need to look at the insights critically. The AI won’t be perfect, so you’ll need to use your judgment when deciding which insights to take seriously.
Over time, Traq identifies patterns in your calls and you can use that to adjust your approach and improve your call to close ratio.
Pricing: 5 hours of transcription on a free plan, paid plans from $30/month
Track topics and trends that come up in your sales conversations regularly
Mobile app to record and transcribe in-person meetings
Import existing recordings and analyze them
AI-meeting assistant that helps meetings run more smoothly with agendas, plus smart summarization to help you identify key points from calls before following up.
Avoma is an “AI Meeting Assistant” with various features designed for sales teams. There are tools that SDRs can use in their daily workflows, as well as high-level analytics that managers can use to understand how their team is performing.
It integrates with Zoom, Google Meet, Microsoft Teams, and any other web meeting tool you use, as well as your sales calendar.
When you have a sales demo, Avoma will record your call, transcribe it, and when you re-watch it you can jump to sections based on keywords or topics found in the transcript to help you analyze and follow up more effectively.
The tool also delivers summaries, where it identifies sales objections, pain points, next steps, questions asked, and other details you can use to ensure you never leave a prospect without all of the information they need.
You can also create meeting agendas and call flows based on your past interactions with a lead so you can approach your meeting in a more personalized way.
Avoma is a more affordable alternative to tools like Gong and Chorus.ai but still has some powerful features.
Pricing: Free plan available, paid plans from $15 per month
Live transcribing and bookmarks to remember key moments from sales calls
Track keyword and topic mention to understand what prospects care about most
Create call playbooks based on the calls with the best responses
Conversational intelligence to improve how you handle and engage prospects on sales calls.
Wingman is a conversational intelligence tool for sales teams. Like many of the other tools here, it plugs into your video conferencing software and automatically records calls and transcribes them for you.
The main differentiator Wingman has over the other tools is the built-in real-time coaching elements. When you’re on a call, Wingman will give you tips: talk less, ask more questions, and surface contextual cards based on topics you’re currently talking about to help guide the conversation.
The UI is discrete so reps can ignore the prompts if needed, but it saves you or your team needing to shuffle through notes and review your conversation points during a call.
Pricing: Starts at $60 per month for up to 10 team members
Automatic transcription and topic highlighting
Smart cue cards to keep your calls focused on topics your prospects care about
Highlights at-risk opportunities so you can follow up and keep prospects engaged
Growing Your Sales Pipeline with QuickMail
These tools are only going to deliver ROI if you have enough deals in your sales pipeline that make the improvements in your processes worth it.
If you need to fill your pipeline with more warm leads, cold email is one of the best ways to do it as it gives you a direct line to your prospect’s inbox.
All you need to do is upload your cold prospect list, write your cold emails, and schedule them to go out.
If your prospect doesn’t reply, you can follow up with them automatically. Our data shows that over half of replies to a cold email come from a follow-up, so it’s a vital part of your outreach.
When you get a reply, it’ll land directly in your inbox.
If you’ve integrated QuickMail with your CRM, the prospect record can be automatically created and your sales intelligence tools can enrich it with all of the details you need. You can easily set up these workflows with Zapier, and QuickMail can become the hub for your sales outreach.
When you’re ready to start reaching out to more prospects and starting more conversations, you can start your free trial of QuickMail here.
Sales intelligence tools are designed to help you ensure every interaction you have with a sales lead is relevant and personalized to where they are in their buying journey.
After you’ve reached out to your prospect with a cold call or cold email from QuickMail, and you’ve started a conversation, this is where sales intelligence software comes into play.
They’re designed to help you after you’ve already reached out to a prospect and started a conversation, and in some cases, act almost like a virtual sales coach to improve your close rate.
All of the tools we’ve highlighted can fill gaps in your processes. Before committing to any of them, make sure to try them out with a trial, or, have a demo call with the team to find the best option for you.