For today's sales teams, data and signals are the foundation for smarter strategies, better decisions, and consistent growth. But the sheer volume of information available, paired with a growing number of outreach channels and tools, means that the real power lies in drawing insights from that pile of data.
Sales analytics software is the key tool that turns the massive volumes of data in CRMs, data platforms, martech tools, and other key sources into clear, actionable insights that empower teams to optimize every stage of their sales process.
From identifying high-performing reps to forecasting future revenue, this technology provides the clarity sales leaders need to drive results. But selecting the right sales analytics tool for your GTM team takes time and resources. That's why we've assembled this guide, based on third-party rankings and customer reviews, along with our own expertise, to help you make the right choice.
What is Sales Analytics Software?
Sales analytics software analyzes B2B go-to-market data and sales activities using AI, automation, and advanced reporting to transform raw information into actionable insights that drive revenue decisions.
These platforms provide visibility across every pipeline stage, tracking performance, identifying opportunities, and refining sales strategies through intuitive dashboards and predictive insights.
Core capabilities include:
Pipeline Visibility: Track deal progression and stage conversion in real time across your entire funnel.
Forecast Accuracy: Use historical data and predictive models to project revenue with confidence.
Performance Dashboards: Visualize rep activity, team metrics, and conversion rates through customizable views.
Predictive Analytics: Leverage AI to identify at-risk deals, surface opportunities, and recommend next actions.
Analytics outputs are only as reliable as the data inputs—incomplete CRM records and stale contact information produce flawed insights regardless of platform sophistication.
Benefits of Sales Analytics Software
Sales analytics tools deliver measurable improvements across revenue organizations when implemented effectively. Key benefits include:
Improved Forecast Accuracy and Pipeline Visibility:
Replace guesswork with data-backed projections for quarterly planning
Monitor rep, team, and process performance with real-time data
Identify and address funnel bottlenecks for smoother operations
Plan confidently with reliable sales projections
Rep Coaching and Performance Insights:
Use historical trends to forecast future outcomes and adjust strategies proactively
Gain deeper understanding of customer behavior to refine engagement strategies
Pinpoint high-value opportunities to allocate your time and budget wisely
Understand buyer preferences to deliver personalized, impactful interactions
Operational Efficiency:
Automate manual data analysis, freeing teams to focus on selling
Tailor metrics and dashboards to reflect your business priorities
Key Features in Sales Analytics Software
Evaluating sales analytics platforms requires understanding which capabilities matter most for your team's workflow and goals. The right combination of features can transform how your revenue organization operates.
Real-Time Dashboards and Reporting
Modern sales analytics platforms provide customizable dashboards that surface the metrics that matter most to your business. Sales leaders need the ability to drill down from high-level pipeline health into individual deal details without switching systems.
Effective dashboard capabilities include:
Custom views tailored to different roles (CRO, VP Sales, frontline manager, rep)
Drill-down capabilities to investigate trends and anomalies
Export options for board presentations and executive reporting
Real-time data refresh to support in-the-moment decision-making
Pipeline and Forecast Analytics
Accurate forecasting separates high-performing revenue teams from those constantly scrambling to hit targets. The best platforms combine historical conversion data with current pipeline health to generate reliable projections.
Essential forecast analytics capabilities include:
Weighted pipeline views that account for stage-specific win rates
Forecast categories (commit, best case, pipeline) for scenario planning
Historical accuracy tracking to improve model performance over time
Stage conversion analysis to identify where deals stall or accelerate
CRM and Tech Stack Integrations
Your analytics platform needs to connect with the systems where your revenue data lives. Native integrations with Salesforce, HubSpot, ZoomInfo, Outreach, Salesloft, and other core GTM tools ensure data flows bidirectionally without manual intervention.
Critical integration categories include:
CRM platforms (Salesforce, HubSpot, Microsoft Dynamics)
Sales engagement tools (Outreach, Salesloft, Apollo)
Conversation intelligence platforms (Gong, Chorus, Clari Copilot)
Data enrichment providers (ZoomInfo, Clearbit, 6sense)
Bidirectional sync matters. Your analytics platform should both pull data from these systems and push insights back into the workflows your reps use daily.
AI-Powered Insights and Recommendations
AI capabilities in sales analytics have moved beyond hype into practical applications that drive revenue outcomes. The most valuable AI features surface deal risks, recommend next actions, and automate coaching feedback.
High-impact AI applications include:
Deal scoring that predicts close probability based on engagement patterns and historical data
Engagement recommendations that suggest optimal outreach timing and channels
Anomaly detection that flags unusual activity patterns requiring investigation
Automated coaching insights that identify rep behaviors correlated with wins
Best Sales Analytics Software Compared
Here's how the top sales analytics platforms compare:
Platform | Primary Strength | Key Analytics Capability | Best For |
|---|---|---|---|
ZoomInfo + Chorus | B2B data intelligence + conversation analytics | Data enrichment and call intelligence | Mid-market to enterprise teams needing data quality and conversation insights |
Salesforce Sales Cloud | CRM-native analytics with Einstein AI | Predictive lead scoring and opportunity insights | Salesforce customers seeking native analytics |
HubSpot Sales Hub | All-in-one CRM with built-in analytics | Pipeline tracking and deal forecasting | Growing teams needing ease of use |
Gong | Revenue intelligence from customer interactions | Conversation analysis and deal risk identification | Teams prioritizing call and meeting insights |
Clari | Revenue operations and forecasting | Pipeline inspection and forecast accuracy | RevOps teams focused on predictable revenue |
Salesloft | Sales engagement analytics | Cadence performance and activity tracking | Teams running structured outbound motions |
Outreach | Sales engagement with pipeline analytics | Sequence effectiveness and deal progression | Enterprise sales teams with complex workflows |
Pipedrive | Visual pipeline management | Drag-and-drop deal tracking | Teams of all sizes prioritizing simplicity |
Zoho CRM | Affordable CRM with Zia AI | Custom dashboards and automation | Budget-conscious teams needing flexibility |
SAP Sales Cloud | Enterprise ERP integration | 360-degree customer view | SAP ecosystem customers |
1. ZoomInfo + Chorus
ZoomInfo's GTM intelligence platform combines B2B data, buyer intent signals, and conversation intelligence to deliver analytics grounded in accurate, actionable information. The platform enriches your CRM with firmographic data, technographic insights, and buying signals across 500M+ contacts and 100M+ companies, ensuring your analytics outputs reflect complete, current account information. This data foundation feeds directly into Chorus, ZoomInfo's AI conversation intelligence tool, creating a closed loop between prospecting data and deal execution.
Chorus captures and analyzes customer interactions across calls, emails, and video meetings, delivering deal insights that reveal risks, opportunities, and next steps. Real-time transcription and analysis track talk-to-listen ratios, question rates, and engagement patterns, enabling sales managers to coach with precision. The platform integrates with Salesforce, HubSpot, and other CRMs, syncing conversation data bidirectionally. GTM Workspace brings these capabilities together with Copilot, an AI assistant that surfaces insights and automates workflows directly in your sales tools.
Trusted by thousands of customers, ZoomInfo maintains enterprise-grade compliance with GDPR, CCPA, and SOC 2 Type II certifications. The platform's combination of data quality and conversation intelligence addresses the core challenge in sales analytics: you can't analyze what you don't capture, and you can't trust insights built on incomplete data. Smartsheet improved win rates by establishing "one source of truth for account data" across their revenue organization.
B2B contact and company data enrichment with 500M+ contacts and 100M+ companies
Buyer intent signals and technographic insights for account prioritization
Conversation intelligence with real-time transcription and deal risk identification
Talk-to-listen ratio analysis and engagement pattern tracking for coaching
CRM enrichment and bidirectional sync with Salesforce, HubSpot, and Microsoft Dynamics
Copilot AI assistant integrated into GTM Workspace for automated insights
GDPR, CCPA, and SOC 2 Type II compliance for enterprise security requirements
2. Salesforce Sales Cloud
Salesforce Sales Cloud offers an all-in-one solution for sales management, combining CRM functionality with advanced analytics and AI-powered tools. It supports the entire sales lifecycle, from lead generation to performance tracking, enabling teams to streamline processes and boost productivity. Einstein AI provides predictive lead scoring, opportunity insights, and automated recommendations, helping teams focus on high-value opportunities.
The platform includes Analytics Cloud, which delivers customizable dashboards and reports tailored to specific business needs. Territory management, quota tracking, and pipeline inspection tools give sales leaders visibility into team performance and forecast accuracy. Lightning interface provides a modern user experience with drag-and-drop customization.
With robust integration capabilities, Sales Cloud connects with other Salesforce products and third-party systems, making it scalable for organizations of any size. Its partner management features and comprehensive analytics allow companies to refine strategies and improve collaboration across sales teams.
Einstein AI for predictive lead scoring and opportunity insights
Analytics Cloud with customizable dashboards and reports
Territory management and quota tracking capabilities
Pipeline inspection and forecast accuracy tools
Lightning interface with drag-and-drop customization
Partner relationship management for channel sales
Integration with Salesforce ecosystem and third-party apps
Learn More About Salesforce Sales Cloud
3. HubSpot Sales Hub
HubSpot Sales Hub is a comprehensive CRM designed to streamline sales activities while enhancing collaboration across teams. Built on HubSpot's core CRM platform, it consolidates tools and data into a single source of truth, enabling sales representatives to access actionable insights. Features like deal tracking, email templates, and call recording help teams stay organized and efficient, while CPQ functionality supports accurate quoting and pricing processes.
The platform's user-friendly interface and deep integration with the HubSpot ecosystem make it accessible for growing teams. Sales analytics capabilities include pipeline forecasting, deal stage analysis, and rep performance tracking. Sequences automate follow-up cadences, while meeting scheduling tools reduce friction in the booking process.
It connects with a wide range of third-party apps, offering flexibility to customize workflows. With robust analytics, HubSpot Sales Hub ensures teams can measure performance and refine their sales strategies for continuous improvement.
Key Features:
Email tracking and templates for efficient communication
Call tracking and recording capabilities
Deal tracking and pipeline management tools
Sales forecasting and deal stage analysis
Sequences for automated follow-up cadences
CPQ functionality for quoting and pricing
Integration with HubSpot ecosystem and third-party apps
Learn More About HubSpot Sales Hub
4. Gong
Gong is a revenue intelligence platform that captures customer interactions across calls, emails, and meetings. Its AI-powered tools analyze these interactions to deliver actionable insights that help sales teams improve strategies and decision-making. With automatic data capture, Gong removes manual input tasks, enabling teams to focus on closing deals.
The platform tracks talk patterns, identifies deal risks, and surfaces coaching opportunities by analyzing engagement levels and conversation dynamics. Analysis of successful interactions reveals which behaviors and messaging correlate with positive outcomes. Pipeline inspection capabilities help revenue leaders assess deal health and forecast accuracy.
The platform's insights allow organizations to identify successful approaches, align teams around proven methods, and forecast more accurately. Gong provides a centralized hub for tracking and understanding customer interactions, helping businesses refine their sales processes.
Key Features:
AI-powered analysis of customer interactions across calls, emails, and meetings
Automated capture and transcription of all customer touchpoints
Deal risk identification and pipeline inspection
Talk pattern analysis and coaching insights
Analysis of successful interactions to identify effective behaviors
Integration with CRM platforms for bidirectional sync
5. Clari
Clari focuses on revenue operations, offering tools that provide real-time visibility into sales pipelines and forecasting processes. By centralizing revenue data, the platform helps teams identify risks, streamline operations, and improve efficiency. Features like pipeline inspection and activity tracking enable sales leaders to assess opportunity health and make proactive adjustments to their strategies.
The platform includes deal inspection capabilities, pipeline management analytics, and revenue predictions powered by AI. Pipeline analysis helps prioritize deals most likely to close, while the platform identifies where deals may be at risk in the funnel. Forecast accuracy tracking improves over time as the system learns from historical patterns.
Integrating with Salesforce and other systems, Clari aligns revenue teams around shared data and goals. Its AI-powered tools enhance forecasting accuracy, ensuring teams can anticipate challenges and capitalize on opportunities.
Revenue forecasting tools with AI-powered predictions
Real-time visibility into sales pipeline and deal health
Deal inspection and pipeline management analytics
Pipeline analysis to prioritize opportunities
Activity tracking and engagement analysis
Forecast accuracy tracking and improvement over time
Integration with Salesforce and other revenue systems
6. Salesloft
Salesloft is a revenue workflow platform designed to enhance sales team productivity through automation and centralized workflows. It provides tools for building pipelines, managing customer retention, and improving revenue forecasting. AI-driven workflows streamline repetitive tasks, while engagement tools help sales reps communicate effectively with buyers.
The platform tracks cadence performance, email open and reply rates, and call outcomes to identify which sequences drive results. Activity metrics reveal rep productivity patterns, while conversation intelligence features analyze call recordings for coaching opportunities.
The platform integrates sales engagement features like email tracking, call logging, and conversation intelligence into a single interface. By aligning sales activities with data-driven insights, the platform helps teams drive consistent results.
Key Features:
AI-powered workflows for streamlined sales processes
Cadence analytics tracking email and call performance
Email tracking and outbound call tracking
Activity metrics and rep productivity analysis
Conversation intelligence for coaching insights
Integration with CRM platforms and sales tools
7. Outreach
Outreach is a sales engagement platform that combines workflow automation with pipeline analytics and forecasting capabilities. The platform helps teams orchestrate multi-channel outreach sequences while tracking performance metrics that matter. Pipeline analytics provide visibility into how engagement activities translate into revenue outcomes.
Sequence analytics track which cadences drive meetings, opportunities, and closed deals. Rep activity dashboards surface productivity patterns and identify coaching opportunities. Deal progression tracking shows how opportunities move through stages based on engagement levels. What-if scenario modeling allows sales leaders to forecast pipeline outcomes under different assumptions.
The platform integrates with major CRM systems, email providers, and sales tools to create a unified engagement ecosystem. Enterprise-scale capabilities support global teams with custom pricing and packaging options.
Key Features:
Pipeline analytics and forecast modeling
Sequence analytics tracking cadence effectiveness
Rep activity dashboards and productivity tracking
Deal progression analysis based on engagement
What-if scenario modeling for pipeline planning
Enterprise-scale capabilities with custom pricing options
8. Pipedrive
Pipedrive is a sales CRM built to simplify pipeline management with its intuitive, visual interface. Users can easily drag and drop deals across various sales stages, creating a clear overview of opportunities. Designed for usability, Pipedrive reduces administrative tasks, enabling sales professionals to dedicate more time to selling.
The platform includes activity management features that track emails, calls, and meetings tied to specific deals. AI-powered insights suggest next actions and flag deals requiring attention. Automation capabilities handle routine tasks like follow-up reminders and data entry.
The platform includes email tracking, customizable features, and a mobile app for managing sales on the go. With multi-language support, Pipedrive caters to businesses in diverse markets. Its straightforward approach makes it a practical choice for teams looking to improve organization without overcomplicating processes.
Key Features:
Visual sales pipeline management with drag-and-drop functionality
Activity management tracking emails, calls, and meetings
AI-powered insights and next action suggestions
Automation for routine tasks and follow-ups
Email integration for tracking and managing communications
Multi-language support for global teams
Mobile app for on-the-go access to sales data and pipeline management
9. Zoho CRM
Zoho CRM is a comprehensive customer relationship management platform that includes embedded Zia AI for analytics and automation. The platform provides sales teams with tools to track leads, manage pipelines, and analyze performance across the sales cycle. Zia AI delivers predictive lead scoring, deal prediction, and automated workflow recommendations.
Custom dashboards allow users to visualize metrics that matter most to their business. Performance tracking capabilities monitor individual and team activity, conversion rates, and quota attainment. Workflow automation handles repetitive tasks like lead assignment, follow-up scheduling, and data updates. Sales forecasting tools project revenue based on pipeline health and historical trends.
The platform integrates with third-party applications including email providers, marketing automation tools, and accounting software. Multiple pricing tiers accommodate businesses from small teams to large enterprises. Global availability with data centers in multiple regions supports international operations.
Key Features:
Zia AI for predictive lead scoring and deal prediction
Custom dashboards with flexible visualization options
Performance tracking for individuals and teams
Workflow automation for routine sales tasks
Sales forecasting based on pipeline and historical data
Third-party integrations with email, marketing, and accounting tools
Multiple pricing tiers and global data center availability
10. SAP Sales Cloud
SAP Sales Cloud simplifies sales processes by integrating data, people, and workflows into a unified platform. Designed to enhance customer connections, it provides a centralized view of customer data, enabling sales teams to make better decisions and drive loyalty. AI-based recommendations guide sellers toward the most promising opportunities, eliminating guesswork and improving focus.
The platform integrates with SAP ERP systems, ensuring consistency and scalability for businesses already using SAP's ecosystem. This native integration provides access to financial data, order history, and supply chain information directly within the sales interface. Embedded generative AI offers advanced summarization and insights, helping users streamline processes and identify actionable trends.
Mobile-optimized tools allow users to manage sales tasks on the go, making it a flexible solution for modern teams. Whether for small teams or large enterprises, SAP Sales Cloud provides tools to align sales activities with broader business goals.
Key Features:
AI-based recommendations for optimized sales actions
360-degree customer view with unified data access
Native integration with SAP ERP systems
Embedded generative AI for summarization and insights
Mobile-optimized selling experience
Enterprise scalability for global operations
Learn More About SAP Sales Cloud
How to Choose Sales Analytics Software
Selecting the right sales analytics platform requires matching capabilities to your specific revenue goals and operational constraints. Start by auditing your current tech stack, identifying gaps in visibility, and defining the metrics that matter most to your business.
Define Your Sales Goals and KPIs
Your analytics platform should surface the metrics that drive your business forward. Different revenue models require different measurement approaches—transactional teams need velocity metrics while enterprise teams need deal health indicators.
Critical KPIs include:
Win rate by rep, team, and product line
Sales cycle length from first touch to close
Quota attainment and forecast accuracy
Activity-to-meeting conversion rates
Pipeline coverage ratios
Evaluate CRM and Tech Stack Integrations
Your analytics platform lives or dies by its integrations. Native connections to Salesforce, HubSpot, and other core systems ensure data flows automatically without manual exports or custom API work. Bidirectional sync matters: insights should flow back into the tools your reps use daily.
Integration categories to audit:
CRM platforms (Salesforce, HubSpot, Microsoft Dynamics)
Sales engagement tools (Outreach, Salesloft, ZoomInfo)
Conversation intelligence platforms (Chorus, Gong, Clari)
Marketing automation systems (Marketo, Pardot, HubSpot Marketing)
Assess Data Quality and Enrichment Requirements
Analytics outputs are only as good as the data inputs—incomplete contact records, missing company information, and stale engagement data produce flawed insights. Evaluate whether your analytics platform includes data enrichment capabilities or requires integration with external providers.
Key data quality factors include:
Accuracy of contact and company information
Coverage across your target market and geographies
Freshness of data with regular verification cycles
Enrichment sources for firmographic, technographic, and intent data
Consider Scalability and Enterprise Needs
Mid-market and enterprise buyers need platforms that scale with team growth and support complex organizational structures. User limits, security controls, and compliance certifications become critical as teams expand.
Essential scalability considerations include:
User limits and pricing models that accommodate growth
Security certifications (SOC 2, GDPR, CCPA compliance)
Global support and data residency options
Admin controls for role-based permissions and data access
API access for custom integrations and data extraction
Frequently Asked Questions
What Is Sales Analytics Software?
Sales analytics software analyzes B2B sales data from CRMs, engagement platforms, and other sources using AI, automation, and advanced reporting. These platforms transform raw data into actionable insights for forecasting, performance tracking, and strategic decision-making.
What Features Should Sales Analytics Tools Have?
Essential features include:
Real-time dashboards with customizable views
Pipeline and forecast analytics
CRM integrations with bidirectional sync
AI-powered insights for deal scoring and coaching
How Does Sales Analytics Improve Forecast Accuracy?
Sales analytics platforms combine historical conversion data, current pipeline health, and AI models to generate reliable revenue projections. This data-driven approach replaces guesswork with evidence-based forecasts.