# Proponent

> See every customer. See every rep. Proponent reads every sales call and does the work in between: CRM updated, deals scored, reps coached. Your CRM, forecast, and coaching run on what buyers actually said.

Proponent reads every sales call once and produces four things automatically: an updated
CRM record, a deal score with the evidence behind it, a coaching scorecard for the rep, and
assigned follow-ups. No forms, no logging.

Two blind spots, one cause: reps don't log it, and no one can listen to every call.
- You can't see your customer: the CRM stays around 35% complete and updates late.
- You can't see your reps: only ~2% of calls are ever reviewed by a manager.
Proponent fixes both by reading every conversation.

## How it works
- Capture every conversation. Works with your recorder (Zoom, Google Meet, Gong, Fireflies, Fathom, MS Teams) and dialer (Aircall, Nooks, dialer API), plus a mobile app for in-person and phone.
- One pass reads the call, extracting competitors, objections, buying signals, risk, and rep behavior.
- CRM updated, deal scored, rep coached, and follow-ups assigned, all synced to your CRM.

## Core capabilities
- Task Automation: a personal sales assistant that listens to every sales call to generate tasks, draft follow-up emails, and prepare deal briefs before the next call.
- Custom AI Agents: describe a field in plain English (security requirements, ICP fit, decision process) and an agent extracts it from every conversation, written back to HubSpot, Salesforce, Attio & more.
- Rep Scoring & Coaching: every call scored on discovery quality, objection handling, talk/listen ratio, and product knowledge. 99%+ of calls coached, not ~2%.
- Deal Health & Qualification: tracks your qualification methodology (MEDDPICC, BANT, or custom) slot by slot from calls, with an AI deal health score grounded in what was said.
- Win-Loss Analytics: win rate sliced by the signals that move deals (competitor mentioned, objection raised, segment).
- Weekly Insights Digest: trends, new competitors, and emerging objections summarized across all calls, delivered to Slack and email.
- Delivery via MCP: ask anything about your customers in Claude, ChatGPT, or any MCP-enabled app.

## CRMs
HubSpot, Salesforce, Zoho, Bigin, Attio, Pipedrive. Proponent reads deals and writes intelligence back, with optional approval.

## Impact (85,000+ calls analyzed for revenue teams)
- 20+ hours saved per rep, per week
- 95%+ CRM completion
- 99%+ of calls coached, not the ~2% managers have time to review
- Revenue teams at Sprinto, Unifize, Inkle, PAXAFE, AceNgage, and Procuros run on Proponent.

## Pricing
Per call, not per seat. Unlimited users on every plan, across sales, ops, marketing, and leadership.
Tiers: Starter $149/mo (500 calls), Growth $399/mo (1,500), Scale $999/mo (4,000), Team $2,299/mo
(10,000), Enterprise custom (25,000+), effectively $0.20 to $0.30 per call. For a 30-rep team, the
Scale tier covers the whole org at $999/mo vs. ~$3,750 to $5,000/mo for per-seat tools covering sales
seats only. A two-week pilot is available: connect your recorder and CRM in 15 minutes, no IT required.

## Security
- SOC 2 Type II audit underway; hosted on AWS.
- Encryption in transit and at rest; data deleted within 30 days of cancellation.
- Your data is never used to train AI models.
- Self-hosting available for full data residency.

## Common questions
- vs. per-seat conversation intelligence (Gong, Chorus): Proponent prices per call with unlimited users, and goes beyond recording to update the CRM, score deals, and coach reps automatically. It also coexists with Gong as a recorder.
- vs. building in-house: teams that try typically spend $300-500K and two engineers over six months for a first version. Proponent has 18 months of extraction, scoring, and CRM-sync refinement across 85,000+ real sales calls.
- Lead qualification: pick MEDDPICC, BANT, or custom criteria; each slot is tracked from what buyers say, with the confirming call moment linked.
- Languages: recordings pull in automatically within minutes, in 30+ languages.

## Vision
The AI-native CRM. Proponent starts as the intelligence layer on top of your CRM; as every
conversation becomes structured data, it becomes the system of record. The next generation won't
type into a CRM. They'll run on one that writes itself.

## Key pages
- [Home](https://proponentapp.com/): Positioning and product overview.
- [Product / How it works](https://proponentapp.com/features): Capabilities, capture sources, and security.
- [Pricing](https://proponentapp.com/pricing): Per-call tiers, competitor cost comparison, and the two-week pilot.
- [About](https://proponentapp.com/about): Mission, team, and vision.
- [Contact](https://proponentapp.com/contact): Get in touch with the team.
- [Book a demo](https://proponentapp.com/book-a-demo): Request and schedule a demo.
- [Blog](https://proponentapp.com/blogs): Articles on customer intelligence, rep coaching, and revenue strategy.

## Blog posts
- [GTM Fails When You Skip Market Readiness — Why Confidence Isn’t a Substitute for Customer Truth](https://proponentapp.com/blog/gtm-fails-when-you-skip-market-readiness): How teams mistake conviction for understanding, and why GTM breaks months later.
- [How to Test Your Value Proposition Using Real Sales Conversations (Not A/B Tests)](https://proponentapp.com/blog/test-value-proposition-sales-conversations): 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.
- [What Is Customer Intelligence? A Complete Guide for B2B GTM Teams](https://proponentapp.com/blog/what-is-customer-intelligence): 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.
- [5 Customer Intelligence Reports Every PMM Should Run Monthly](https://proponentapp.com/blog/customer-intelligence-reports-pmm): 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.
- [Win Loss Analysis and Competitive Intelligence: How to Use Sales Conversations to Understand Why You Win and Lose Deals](https://proponentapp.com/blog/win-loss-analysis-and-competitive-intelligence): 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.
- [How to Build Competitive Battlecards in 7 Steps (That Sales Teams Actually Use)](https://proponentapp.com/blog/how-to-build-competitive-battlecards): 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.
- [The Customer Voice Gap: Why GTM Teams Operate on Secondhand Intelligence](https://proponentapp.com/blog/the-customer-voice-gap-why-gtm-teams-operate-on-secondhand-intelligence): Why the Customer Voice Gap Is the Invisible Tax on GTM Performance
- [How to Perform a Sales Data Analysis: A Step-by-Step Guide for 2026](https://proponentapp.com/blog/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.
- [PMMs Must Now Be Analysts: How to Use Data to Drive GTM Strategy](https://proponentapp.com/blog/pmms-must-now-be-analysts-how-to-use-data-to-drive-gtm-strategy): How to turn conversations and sales motions into measurable insights using AI
- [7 Critical Market Readiness Mistakes in GTM That Quietly Destroy Growth](https://proponentapp.com/blog/7-critical-market-readiness-mistakes-in-gtm): 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.
- [Sales Call Analysis vs Surveys: Why Your Best Customer Intelligence Is Already Being Recorded](https://proponentapp.com/blog/sales-call-analysis-vs-surveys): Why real buyer signals often appear in conversations long before they show up in surveys.
- [5 Best Gong Alternatives for Product Marketing Teams in 2026](https://proponentapp.com/blog/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.
- [Beta Programs That Actually Produce Revenue (Not Just Feedback)](https://proponentapp.com/blog/beta-programs-that-actually-produce-revenue-not-just-feedback): Why most beta programs fail — and how to design ones that create real value and paying champions.
- [If You’re Not Pushing Back, You’re Not Doing Product Marketing](https://proponentapp.com/blog/if-youre-not-pushing-back-youre-not-doing-product-marketing): Why the most impactful PMMs create value before anything gets shipped
- [Dovetail vs Proponent: Which One Fits Your Workflow?](https://proponentapp.com/blog/dovetail-vs-proponent-which-one-fits-your-workflow): A practical guide to matching research tools to GTM decision timing
- [Top 10 Dovetail Alternatives for 2026](https://proponentapp.com/blog/top-10-dovetail-alternatives-for-2025): Because traditional repositories slow teams down — and AI-first tools now do the work for you.
- [When GTM Strategy Stops Working — and What High-Performing Teams Do Instead](https://proponentapp.com/blog/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.
- [How PMMs Should Use AI in 2025 – Practical, tactical, real examples](https://proponentapp.com/blog/how-pmms-should-use-ai-in-2025-practical-tactical-real-examples): A practical guide to real workflows PMMs can use today — not theory, not hype.
- [How to Surface Insights From 100s of Sales Calls Without Listening to All of Them](https://proponentapp.com/blog/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 at scale.
- [GTM Launch Systems: Why GTMs Are Still Chaos — and How to Fix Them](https://proponentapp.com/blog/gtm-launch-systems-why-gtms-are-still-chaos-and-how-to-fix-them): The hidden reasons launches break down — and the system top teams use to stay aligned.
- [Core PMM vs. GTM PMM — The Simplest Explanation You’ll Find](https://proponentapp.com/blog/core-pmm-vs-gtm-pmm-the-simplest-explanation-you-ll-find): What each role really does, why they get mixed up, and how PMMs can navigate their career paths.
- [Customer Voice Consolidation: How to Centralize VOC Scattered Across 10 Tools](https://proponentapp.com/blog/customer-voice-consolidation-how-to-centralize-voc-scattered-across-10-tools): Turning fragmented customer feedback into a single source of truth your whole team can trust.
- [What patterns should PMMs be looking for in customer conversations?](https://proponentapp.com/blog/what-patterns-should-pmms-be-looking-for-in-customer-conversations): How top PMMs extract real insights from customer conversations.
- [Messaging Clues Hiding in Your Sales Calls](https://proponentapp.com/blog/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.
- [How PMMs Can Analyze Buyer Intent Inside Conversations (Not Dashboards)](https://proponentapp.com/blog/how-pmms-can-analyze-buyer-intent-inside-conversations-not-dashboards): The conversation intelligence patterns that dashboards can’t capture.
- [A Practical GTM Stack for 2026: Tools Teams Use to Understand Buyer Behavior](https://proponentapp.com/blog/a-practical-gtm-stack-for-2026-tools-teams-use-to-understand-buyer-behavior): How modern GTM teams are moving from tracking activity to interpreting buyer decisions.

## Company
- Locations: Seattle · Mumbai · Singapore
- Contact: hello@proponentapp.com
- Demo: https://proponentapp.com/book-a-demo