GTM Strategy
What Is Revenue Intelligence? A Plain-English Guide for 2026
Revenue intelligence turns call, CRM, and deal data into one accurate picture of what's actually going to close. What it means and how it works.
8 min read
Blog
Ideas on customer intelligence
Playbooks, frameworks, and field notes on turning sales conversations into intelligence your whole revenue team can act on.
Competitive Intelligence
Chorus vs Proponent: Which One Fits Your Sales Team?
Chorus sells conversation intelligence bundled into ZoomInfo, at a custom quote-only price. Proponent scores deals, updates your CRM, and coaches reps at one flat rate.
7 min read
GTM Strategy
How AI Deal Scoring Works (and Why Gut Feel Forecasts Fail)
AI deal scoring turns what's actually said in sales calls into a real-time health score for every deal. Here's how it works, why gut-feel forecasts miss, and what a trustworthy score is actually built from.
5 min read
Competitive Intelligence
Avoma vs Proponent: Which One Fits Your Sales Team?
Avoma bundles meeting notes, scheduling, coaching, and deal scoring into per-seat add-ons that scale with headcount. Proponent does deal scoring and CRM updates from your calls at one flat price, seats included. Here's how they compare.
7 min read
Competitive Intelligence
Klue vs Proponent: Which One Fits Your Competitive Intelligence Program?
Klue curates public competitor signals into battlecards. Proponent builds competitive intelligence from what buyers actually say on your own sales calls. Here's how they compare.
6 min read
RevOps
Conversation Intelligence ROI Reporting for RevOps
RevOps gets asked to defend every tool's ROI in the next budget review. Here's which conversation-intelligence metrics actually prove it, not vanity numbers.
5 min read
Customer Intelligence
Do You Need a Dedicated Conversation Intelligence Tool, or Is Your CRM's Native Feature Enough?
Salesforce, HubSpot, and Dynamics 365 all ship native conversation intelligence. Here's what it actually does, what it doesn't, and when you need more.
8 min read
RevOps
How RevOps Uses Conversation Intelligence to Fix CRM Data Quality
The average CRM is 35% complete because reps log deals from memory, days later. Here's why "just fill in the field" doesn't work, and what actually fixes it.
6 min read
GTM Strategy
What Is MEDDPICC? The Complete Guide for AI-Era Sales Teams
MEDDPICC breaks every complex deal into eight qualification criteria: Metrics, Economic Buyer, Champion, and five more. Here's what each one means, and why most scorecards built from memory don't survive contact with the actual call.
11 min read
Competitive Intelligence
Gong vs Proponent: Which One Fits Your Sales Team?
Gong pioneered conversation intelligence. Proponent scores deals, coaches reps, and updates your CRM from every call — for a fraction of the cost.
7 min read
GTM Strategy
GTM Fails When You Skip Market Readiness — Why Confidence Isn’t a Substitute for Customer Truth
How teams often mistake internal conviction for real market understanding, and why that gap causes GTM strategies to break down months later.
4 min read
Customer Intelligence
How to Test Your Value Proposition Using Real Sales Conversations (Not A/B Tests)
Most value proposition testing relies on landing pages, surveys, and A/B tests. Here's how to validate messaging using what buyers actually say on real sales calls.
8 min read
Customer Intelligence
What Is Customer Intelligence? A Complete Guide for B2B GTM Teams
Customer intelligence is the practice of systematically extracting insights about buyers from the conversations, signals, and data your GTM teams already have. A complete guide for B2B teams in 2026.
10 min read
Customer Intelligence
5 Customer Intelligence Reports Every PMM Should Run Monthly
Five monthly reports that turn sales conversation data into actionable customer intelligence for product marketing teams. Competitive mentions, objection trends, feature requests, win/loss patterns, and buyer language shifts.
9 min read
Competitive Intelligence
Win Loss Analysis and Competitive Intelligence: How to Use Sales Conversations to Understand Why You Win and Lose Deals
Your CRM says "Closed Lost: Pricing." Your sales call transcript says the buyer loved the product but could not explain the ROI to their finance team. One of these is actionable. The other is a dropdown.
14 min read
Competitive Intelligence
How to Build Competitive Battlecards in 7 Steps (That Sales Teams Actually Use)
Most competitive battlecards go unused because they're built from internet research, not buyer conversations. This step-by-step guide shows how to build battlecards sales teams actually trust.
9 min read
Customer Intelligence
The Customer Voice Gap: Why GTM Teams Operate on Secondhand Intelligence
Most GTM teams learn what buyers think secondhand, through call summaries, CRM notes, and dropdown fields. Here's why that gap quietly costs win rate.
9 min read
Customer Intelligence
How to Perform a Sales Data Analysis: A Step-by-Step Guide for 2026
Most sales data analysis stops at dashboards and KPIs. The teams that win go deeper, into the actual conversations where buyers explain why they said yes or no.
6 min read
Product Marketing
PMMs Must Now Be Analysts: How to Use Data to Drive GTM Strategy
How to turn everyday sales conversations and buying motions into measurable, data backed insights using AI, and why PMMs must now think like analysts.
4 min read
GTM Strategy
7 Critical Market Readiness Mistakes in GTM That Quietly Destroy Growth
Proponent analyzes your customer conversations to uncover why they buy, switch, or churn. Then it instantly turns these insights into actionable campaigns, messaging, and GTM workflows.
5 min read
Customer Intelligence
Sales Call Analysis vs Surveys: Why Your Best Customer Intelligence Is Already Being Recorded
Why real buyer signals often appear in sales conversations long before they show up in customer surveys, and how to catch them sooner.
7 min read
Competitive Intelligence
5 Best Gong Alternatives for Product Marketing Teams in 2026
Gong is overpriced for non-sales teams. Here are 5 proven Gong alternatives for product marketing, enablement, and product teams — with real pricing and honest comparisons.
9 min read
GTM Strategy
Beta Programs That Actually Produce Revenue (Not Just Feedback)
Why most beta programs fail to convert participants into customers, and how to design ones that create real value and turn testers into paying champions.
4 min read
Product Marketing
If You’re Not Pushing Back, You’re Not Doing Product Marketing
The most impactful product marketers challenge assumptions and push back before a launch ships, not after. Here's why that's core to the job, not optional.
4 min read
Competitive Intelligence
Dovetail vs Proponent: Which One Fits Your Workflow?
Dovetail excels at deep research synthesis. Proponent surfaces buyer signals from live sales calls in real time. Here's how to pick the right fit.
6 min read
Competitive Intelligence
Top 10 Dovetail Alternatives for 2026
Because traditional repositories slow teams down, this guide compares the top Dovetail alternatives: AI-first tools that do the analysis work for you.
7 min read
GTM Strategy
When GTM Strategy Stops Working — and What High-Performing Teams Do Instead
How teams mistake activity for understanding—and what changes when buyer behavior becomes the strategy.
4 min read
Product Marketing
How PMMs Should Use AI in 2025 – Practical, tactical, real examples
A practical guide to real AI workflows product marketers can put to use today, with concrete examples instead of theory or hype.
5 min read
Customer Intelligence
How to Surface Insights From 100s of Sales Calls Without Listening to All of Them
How modern PMMs extract buyer patterns, objections, and messaging signals from hundreds of sales calls at scale, without listening to every recording.
4 min read
GTM Strategy
GTM Launch Systems: Why GTMs Are Still Chaos — and How to Fix Them
The hidden reasons product launches break down midstream, and the repeatable system top GTM teams use to stay aligned from kickoff to launch day.
4 min read
Product Marketing
Core PMM vs. GTM PMM — The Simplest Explanation You’ll Find
What each role (Core PMM and GTM PMM) really does, why the two get mixed up so often, and how product marketers can navigate their career paths.
4 min read
Customer Intelligence
Customer Voice Consolidation: How to Centralize VOC Scattered Across 10 Tools
Turning fragmented customer feedback scattered across a dozen tools into a single source of truth your whole team can trust and act on.
4 min read
Product Marketing
What patterns should PMMs be looking for in customer conversations?
Buyers reveal intent and hesitation in the specific language they use, not just their answers. Here are the patterns top PMMs learn to listen for.
5 min read
Customer Intelligence
Messaging Clues Hiding in Your Sales Calls
Your sales calls are filled with signals about how buyers interpret your product. Here’s how to spot them.
4 min read
Customer Intelligence
How PMMs Can Analyze Buyer Intent Inside Conversations (Not Dashboards)
Dashboards show clicks, not why buyers decide. Here are the curiosity, hesitation, and momentum patterns PMMs can spot inside real sales conversations.
5 min read
GTM Strategy
A Practical GTM Stack for 2026: Tools Teams Use to Understand Buyer Behavior
How modern GTM teams are moving from simply tracking activity to actually interpreting buyer decisions, and the practical tool stack that makes it possible.
5 min read
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Connect your recorder and CRM in 15 minutes, no IT required. Proponent runs on every call from day one, and we measure the hours your team gets back. No long contract.
