Sales Support Software
AI-powered sales enablement and conversation intelligence.
Key Functions
| Function | Description | AI Opportunity |
|---|---|---|
| Call Recording | Capture sales conversations | Auto-transcription |
| Conversation Analysis | Talk ratios, topics, sentiment | Coaching insights |
| Deal Intelligence | Risk signals, next steps | Win prediction |
| Coaching | Rep feedback, best practices | Personalized training |
| Competitive Intel | Competitor mentions, battlecards | Real-time alerts |
| Forecasting | Pipeline health, deal scoring | Multi-signal prediction |
| Email Tracking | Opens, clicks, engagement | Timing optimization |
| Playbooks | Sales scripts, objection handling | Dynamic suggestions |
| Meeting Scheduling | Calendar integration, booking | Smart routing |
| Revenue Intelligence | Full funnel visibility | Pattern recognition |
Data Footprint
Core Entities
| Entity | Fields | Volume | Sensitivity |
|---|---|---|---|
| Call Recordings | audio, duration, participants | Very High | High |
| Transcripts | text, speakers, timestamps | Very High | High |
| Deals | value, stage, probability, signals | High | Medium |
| Contacts | name, role, engagement history | High | Medium |
| Insights | topics, sentiment, action items | Very High | Medium |
| Coaching Notes | feedback, scores, recommendations | Medium | Medium |
| Emails | content, engagement metrics | Very High | Medium |
| Meetings | attendees, duration, outcomes | High | Low |
Integration Points
| System | Data Flow | Direction |
|---|---|---|
| CRM | Deals, contacts, activities | Bi-directional |
| Calendar | Meeting schedules | Bi-directional |
| Phone/Dialer | Call routing, recording | Inbound |
| Video Conferencing | Meeting recording | Inbound |
| Message tracking | Bi-directional | |
| Slack/Teams | Deal alerts, coaching | Outbound |
Data Retention
| Data Type | Typical Retention | Compliance Driver |
|---|---|---|
| Call recordings | 1-3 years | Training, compliance |
| Transcripts | 1-3 years | Analysis |
| Deal history | Indefinite | Performance tracking |
| Coaching data | 1-2 years | HR policies |
Evaluation Criteria
| Criteria | Weight | Notes |
|---|---|---|
| Transcription accuracy | High | Foundation for insights |
| CRM integration | High | Must sync with Salesforce/HubSpot |
| Insight quality | High | Actionable vs noise |
| Privacy compliance | High | Call recording laws |
| Ease of adoption | Medium | Rep buy-in critical |
| Coaching features | Medium | Manager value |
Market Leaders
| Product | Strength | Best For |
|---|---|---|
| Gong | Market leader, insights depth | Enterprise |
| Chorus (ZoomInfo) | ZoomInfo integration | Data-focused |
| Clari | Revenue intelligence, forecasting | Pipeline management |
| Salesloft | Full engagement platform | Outbound teams |
| Outreach | Sequences, engagement | High-volume outreach |
AI Disruption Potential
| Function | Current State | 2027 Projection |
|---|---|---|
| Transcription | Good accuracy | Perfect + speaker ID |
| Deal scoring | Historical patterns | Real-time signals |
| Coaching | Manual review + suggestions | Real-time in-call |
| Forecasting | Probability-based | Confident prediction |
| Next best action | Basic suggestions | Autonomous follow-up |
Build vs Buy: Buy. The ML models for conversation analysis require massive training data. Integration with phone systems is complex.