Gong

Gong records and analyzes your sales team's calls. The AI features extract topics, sentiment, competitor mentions, and customer objections across thousands of conversations.

Marketing teams undervalue Gong. Sitting in on 20 sales calls in your category will teach you more about your buyers than any external research project, and you don't have to schedule a single interview to do it. That voice-of-customer data flows directly into messaging, positioning, content topics, and the competitive intel work most teams pay agencies for.

For a marketer, the real question isn't whether to use Gong. It's whether the sales team will let you in. Most will, because most sales leaders also want better marketing inputs, and the recordings are already sitting there once a call wraps.

Specific features that marketers use most:

• Filter calls by deal stage to hear what closes versus what stalls
• Search for any mention of a competitor by name across the call corpus
• Track which objections show up most often in losing deals
• Identify the language buyers actually use to describe the problem
• Smart Trackers flag specific phrases whenever they come up

The recent Gong Cheat Sheet pulls a deal's history into a single summary before internal meetings, so reps can walk in prepared without spending 20 minutes scanning notes. AI-generated deal warnings flag at-risk opportunities based on conversation patterns rather than CRM stage alone.

Common workflows by role:

• Product marketers mine calls for positioning language and objection patterns
• Content marketers find topics buyers actually ask about
• Demand gen teams refine targeting based on the buyers who actually close
• Sales enablement uses winning calls as training material
• CS teams use post-sale conversations to identify expansion signals

A few specifics about the platform:

• Recordings happen automatically across Zoom, Teams, Meet, and dialer integrations
• Transcripts include speaker labels and time-stamped key moments
• AI summaries pull out next steps, objections, and competitor mentions
• Integration with Salesforce and HubSpot syncs activity to deals

The price point assumes a real sales motion with multiple reps and a meaningful annual contract budget. Gong is enterprise software with enterprise pricing.

Enterprise pricing with custom quotes per organization. Per-seat licensing with volume discounts for larger sales teams.

Best for B2B teams with active sales motion where call data can inform marketing decisions. Not ideal for early-stage teams without a sales function, where simpler meeting transcription tools like Otter.ai cover the basics at far lower cost.