InsightSquared built its reputation on a simple promise: take the data inside your Salesforce CRM and turn it into reports that revenue leaders can use. With 350+ pre-built reports, AI-powered forecasting, and modules covering activity capture through conversation intelligence, the platform gave mid-market sales teams analytical depth that previously required a BI engineer and a six-month implementation.
But InsightSquared's story has changed. Mediafly acquired the company in January 2022, and the brand is now folded into Mediafly's Revenue360 product. Pricing redirects to Mediafly. Demos redirect to Mediafly. The last standalone press release dates to mid-2021. For buyers evaluating the platform today, that context matters.
To write this InsightSquared review, we analyzed the platform extensively. We believe it's the right choice if:
You run Salesforce as your primary CRM and need analytics on top of it
You want hundreds of pre-built reports without hiring a BI team
You need AI-assisted forecasting to replace manual spreadsheet rollups
Your priority is understanding pipeline health and coaching reps with data
You're comfortable evaluating InsightSquared as part of Mediafly's Revenue360 suite
However, InsightSquared might not be sufficient if:
You need B2B contact and company data alongside your analytics
You want to prospect, engage, and close deals from one platform rather than just analyze them
You require a CRM-agnostic solution that works beyond Salesforce
You need buyer intent signals, technographics, and market intelligence in your workflow
You want transparent pricing and flexible contract terms
In this case, consider ZoomInfo: a GTM platform that goes beyond revenue analytics to provide B2B data, a GTM Context Graph that captures what drives deal outcomes, and execution tools for every go-to-market team, accessible through dedicated seller and marketer interfaces or via API.
We've included a detailed look at ZoomInfo later in this review for revenue teams that need more than analytics. If you're ready to explore a GTM intelligence platform, you can start with ZoomInfo's free trial here.
What is InsightSquared?
InsightSquared is a revenue intelligence and sales analytics platform founded in 2010 by Fred Shilmover, Samuel Clemens, and Bryan Stevenson in Boston, Massachusetts. The idea came from Shilmover's internship at Salesforce's M&A group, where he saw that even Salesforce itself still relied on Excel for critical business analyses.
The company set out to productize business intelligence and deliver it through the cloud to companies that couldn't afford enterprise BI tools. Its original market was small and medium-sized businesses, a deliberate choice to serve a segment that larger BI players ignored.
Over the next decade, InsightSquared expanded from a Salesforce analytics tool into what it calls a RevOps platform, placing itself at the center of the "RevOps revolution." The platform grew to six modules bundled as a "6 in 1 platform": AI Sales Forecasting, RevOps Dashboards, Interactive Reporting, Activity Capture, Conversation Intelligence, and Guided Selling.
Source: InsightSquared
The company raised approximately $56–65 million in funding from investors including Accomplice, Tola Capital, DFJ, Bessemer Venture Partners, and Salesforce Ventures. In December 2021, Mediafly announced its acquisition of InsightSquared, closing the deal on January 25, 2022. Since then, InsightSquared's technology has been folded into Mediafly's Revenue360 product, and the InsightSquared brand is being phased out.
InsightSquared Pros & Cons
Pros | Cons |
|---|---|
- 350+ pre-built reports covering the full revenue funnel | - Hard dependency on Salesforce as primary CRM |
- AI-powered forecasting with ML Confidence-to-Close scoring | - CRM data quality issues directly skew reports |
- No-code, self-service platform for RevOps teams | - No publicly listed pricing; quote-only model |
- Activity capture from the full selling team, not just AEs | - Custom chart styles require development team involvement |
- Multi-year G2 leadership in Sales Analytics and BI | - 24-month auto-renewal contracts by default |
- Salesforce integration with near-real-time sync | - Brand absorbed into Mediafly; standalone roadmap frozen |
- Conversation intelligence built into the same platform | - No B2B contact or company data |
InsightSquared Review: How It Works & Key Features
AI Sales Forecasting: InsightSquared replaces spreadsheet rollups with machine learning models that validate rep submissions.
AI Sales Forecasting is the module InsightSquared promotes most prominently. The company's own research found that 68% of companies miss their forecast by more than 10%, and the platform targets both sides of that problem: reps who sandbag or over-commit, and managers who lack data to challenge those numbers.
Source: InsightSquared
The workflow starts with automated forecast submission. Reps submit numbers directly in the platform instead of through Excel. Those inputs roll up the management hierarchy in real time, and managers can review, override, and track each change with a full audit trail. The ML layer runs two models: a Confidence-to-Close model that scores individual opportunities based on activity and deal characteristics, and an Ideal Customer Profile model that flags whether deals match the pattern of historically successful opportunities.
Source: InsightSquared
The system draws on 15 months of activity data to define what winning looks like at each organization. A Forecast Summary report surfaces gaps (missing data, outdated close dates, unchanged forecast categories) so managers can catch issues before they distort the final number. Multiple forecast views stack side by side: AI-weighted pipeline, projected monthly bookings, manual forecast, and historical trends.
Source: InsightSquared
One notable design choice: InsightSquared writes ML outputs back to the CRM, keeping Salesforce as the system of record rather than trapping intelligence inside a separate tool. Managers can also assign Actions to reps during pipeline reviews, turning forecast sessions into coaching conversations rather than number-collection exercises.
RevOps Dashboards & Interactive Reporting: InsightSquared delivers 350+ pre-built reports with drill-down from executive summaries to individual activities.
The RevOps Dashboards and Interactive Reporting modules form InsightSquared's analytical core. The dashboards consolidate metrics from Marketing, Sales, and Customer Success into a single view.
Source: InsightSquared
The 350+ out-of-the-box reports cover pipeline management, win/loss analysis, marketing attribution, customer success metrics, and staffing analytics. Reports follow a layered drill-down model: they start at a high level with core metrics, then let users drill down to activity-level granularity. A CRO can review top-line bookings, click through to a specific rep's pipeline contribution, then examine deal-by-deal stage progression, all in the same session.
What sets Interactive Reporting apart from standard CRM reports is the shift from review to action. Key meetings (1:1s, pipeline reviews, account reviews, lead reviews, QBRs) can be run directly from the reports. Managers can drill into data, assign next steps, and leave with a trackable plan rather than a deck of observations. The Actions feature alerts team members to next steps in real time, creating accountability that static reports cannot.
Source: InsightSquared
Reports can be filtered by any field and visualized by company, role, or time period. All reports are no-code and self-service, so RevOps teams can build and share them without BI or engineering resources.
Activity Capture & Conversation Intelligence: InsightSquared automatically records every deal interaction across the full selling team.
Activity Capture and Conversation Intelligence work together to solve a chronic problem: incomplete CRM data. InsightSquared cites that sales reps spend 8% of their time manually updating customer and sales info, yet activity records remain significantly under-reported.
Source: InsightSquared
Activity Capture removes the dependency on rep self-reporting by automatically syncing emails, meetings, new contacts, file shares, and meeting transcriptions back to the CRM. The system uses an email-specific matching model (not domain-based), tying engagement to specific customer email addresses to reduce false positives and address privacy concerns. It also performs automatic contact detection: if a new stakeholder appears in a meeting thread for a known account, the system detects and validates them before adding the record.
A key differentiator is capture breadth. InsightSquared extends capture to every revenue team member who touches a deal, including sales engineers, overlays, product management, and customer success. The reasoning is straightforward: if you only capture the opportunity owner's activity, you miss signals that affect win rates.
Conversation Intelligence adds another layer by automatically recording, transcribing, and analyzing every customer call from prospecting through renewals and upsells. Managers can search specific call moments for coaching, track competitive mention impact on win/loss rates, and benchmark reps by skill dimension (pricing discussions, objection handling, demos). The system also tracks decision maker involvement on calls, surfacing whether the right personas are engaged at the right deal stage.
Source: InsightSquared
All captured data feeds into InsightSquared's ML engine, enriching the Confidence-to-Close scores and pipeline health signals that power the forecasting and reporting modules.
Guided Selling: InsightSquared automates coaching with 120+ pre-configured actions that prompt reps at critical deal moments.
Guided Selling addresses a scaling problem: everyone needs coaching, but a sales leader's time is limited. The module provides an "Actions Engine" that monitors deal and account data in real time and surfaces prompts to reps and managers when conditions are met.
Source: InsightSquared
The platform includes more than 120 pre-configured Actions ready to use out of the box, and teams can build their own. Actions can be customized by user, role, or opportunity type, stage, region, or other criteria, allowing different playbooks for different segments. InsightSquared describes the flexibility as: "If you can describe it in words, we can automate it."
Source: InsightSquared
The ML layer analyzes historical deal data to identify which actions and cadences correlated with wins, then encodes those patterns into live guidance for current reps. Managers can build custom playbooks so every deal gets specific guided steps, and track whether Actions were taken and what resulted. This closes the coaching loop: managers hold reps accountable with data on what guidance they gave, what reps acted on, and what happened next.
Source: InsightSquared
The module extends beyond sales to cover account managers and CS teams, applying the same framework across the full revenue lifecycle.
Where InsightSquared Falls Short
While InsightSquared delivers analytical depth for Salesforce-centric revenue teams, several limitations surface with sustained use. These reflect design choices and the current ownership situation rather than outright failures.
Hard Salesforce Dependency: InsightSquared was built as a Salesforce analytics layer, and that architecture remains its principal constraint. Companies running HubSpot CRM, Microsoft Dynamics, or no CRM at all face a non-starter. While a HubSpot integration was added in September 2020, the platform's intelligence features remain Salesforce-first. Organizations with custom Salesforce objects have also reported difficulty integrating those fields cleanly.
Data Quality Dependency: The platform requires clean CRM data to deliver reliable insights. Multiple user reviews flag that small CRM inconsistencies can skew reports significantly. Dollar value changes in Salesforce opportunities do not always auto-propagate, requiring manual re-entry. For organizations with immature CRM hygiene, InsightSquared amplifies existing data problems rather than solving them.
Customization Rigidity: Despite the 350+ pre-built reports, custom chart styles cannot be modified without going through InsightSquared's development team, adding cost and turnaround time. The self-service claim holds for using existing report templates, but creating novel visualizations or dashboard layouts requires outside help.
Pricing Opacity and Contract Concerns: No pricing is publicly listed on the InsightSquared or Mediafly websites. The platform operates on a quote-only, role-based per-seat model. The Terms and Conditions specify that contracts automatically renew for 24 months unless either party gives written notice at least 30 days before the renewal date. That's a long auto-renewal cycle. Customers who miss the 30-day window are locked in for another two years.
Post-Acquisition Uncertainty: Following the Mediafly acquisition, InsightSquared's brand is being absorbed into Revenue360. The pricing page redirects to Mediafly. Demo links go to Mediafly. The last standalone InsightSquared press release dates to June 2021. For buyers evaluating the platform today, this raises questions about the standalone product's longevity. Existing customers have reportedly experienced disruption during the platform migration.
No B2B Data Layer: InsightSquared analyzes data that already exists in your CRM. It does not generate new intelligence about the market. There's no contact database, no buyer intent signals, no technographic data, no website visitor identification. If you want to know who to sell to (not just how your current deals are performing), you need a separate tool.
These limitations follow from building a focused CRM analytics platform rather than a complete GTM solution. But they create a gap for revenue teams that need both the analytical depth InsightSquared provides and the intelligence and execution required to find, engage, and win new business.
Top InsightSquared Alternative for Complete GTM Intelligence: ZoomInfo
ZoomInfo addresses InsightSquared's limitations by operating at a different scope. Where InsightSquared analyzes the data inside your CRM, ZoomInfo is a GTM platform built on a large data foundation: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails.
Source: ZoomInfo
Its GTM Context Graph processes 1.5B+ data points daily, unifying this data with your CRM records, conversation transcripts, and behavioral signals to reveal the full context of your accounts (not just what happened, but why, and what to do next). Your team can drive sales motions from the GTM Workspace, run plays from GTM Studio, or power their own tools through the API and MCP.
Source: ZoomInfo
Comprehensive B2B Data: ZoomInfo provides market intelligence that CRM analytics tools like InsightSquared cannot generate.
InsightSquared's reports are only as good as the data in your Salesforce instance. ZoomInfo solves the upstream problem with a B2B data platform: 500M contacts, 100M companies, 135M+ verified phone numbers, 120M direct-dial phone numbers, and 200M+ verified business email addresses.
Source: ZoomInfo
ZoomInfo verifies this data through a multi-source pipeline backed by 300+ human researchers, reporting up to 95% accuracy on first-party data. The quality claim isn't self-reported: in a Fortune 500 competitive RFP analyzing 25 million contacts across vendors, the independent consultant concluded that "no other competitor came even close."
Source: ZoomInfo
Beyond contact data, ZoomInfo provides buyer intent signals tracking 210 million IP-to-Organization pairings, technographic profiles for 30+ million companies, website visitor identification that resolves anonymous traffic to specific companies, and company data including parent-child hierarchies. Revenue teams can identify who to sell to, when they're in-market, and how to reach them, rather than just analyzing deals already in the pipeline.
Analysts validate the data: Leader in the Gartner Magic Quadrant for ABM Platforms (2024 and 2025), Leader in the Forrester Wave for Intent Data Providers, B2B (Q1 2025), and 133 No. 1 rankings on G2 in Summer 2025.
Source: ZoomInfo
Vensure scaled prospecting with ZoomInfo's data: "ZoomInfo gives us the information we need to execute. We don't have to go through and spend our time digging. It's already there, so we can be three steps ahead." (Vensure)
GTM Context Graph: ZoomInfo captures the decision context behind deal outcomes, not just the outcomes themselves.
InsightSquared's forecasting models analyze CRM fields and activity counts. ZoomInfo's GTM Context Graph goes further by fusing its third-party B2B data with a customer's CRM records, conversation transcripts from Chorus (ZoomInfo's conversation intelligence product, backed by 14 technology patents), email interactions, and behavioral signals into a single intelligence layer.
Source: ZoomInfo
As ZoomInfo's Chief Product Officer Dominik Facher writes: "The CRM recorded the state change. It has no record of why it happened." Perhaps the CFO joined the last call and asked about six-month ROI, and that accelerated the deal. Perhaps the VP went quiet for eight days because of an internal budget battle, and that almost killed it. The GTM Context Graph makes this decision context machine-readable, capturing people and relationships, actions and outcomes, patterns and predictions, and exceptions and explanations.
This intelligence rests on two decades of infrastructure investment that no single point solution can replicate. ZoomInfo built the data unification platform (entity resolution, semantic normalization, identity matching at scale), then acquired Chorus not just for its conversation intelligence, but for its context capture and analysis engines. The result is an intelligence layer where AI can support go-to-market decisions with full deal context, not just report on them.
Seismic attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, with 54% productivity gains: "That combination of our internal CRM data, external signals, and AI that's given all that context has helped us craft very specific account- and persona-based messages." (Seismic)
Execution Through Any Surface: ZoomInfo delivers intelligence through dedicated seller and marketer interfaces, plus APIs for any third-party tool.
InsightSquared provides analytics. ZoomInfo provides analytics and execution. The platform delivers intelligence through three channels:
GTM Workspace is the seller's front-end. Launched in October 2025, it gives AEs, SDRs, and account managers a single surface where prioritized accounts, AI-drafted outreach, and deal execution converge without tool-switching.
Source: ZoomInfo
Specialized AI agents handle account research, outreach generation, CRM updates, and signal monitoring. An Action Feed streams in-market buyers with pre-drafted actions on every signal (G2 comparisons, funding events, executive hires). The AI agent capability, built on Anthropic's Claude, answers three questions for every rep: who to contact, when to engage, and what to say.
Source: ZoomInfo
GTM Studio is the marketer and RevOps front-end. Revenue operators define audiences in natural language, enrich with first- and third-party data, and activate plays across email, calls, ads, and direct mail, all without engineering support. Expansion plays that used to take 3 weeks now launch in 30 minutes.
Source: ZoomInfo
For teams building beyond ZoomInfo's own products, APIs and MCP expose the same intelligence to any custom agent, internal tool, or partner platform. API access is included in all relevant plans. All three channels draw from the same GTM Context Graph: the same data, the same intelligence, regardless of the interface.
Source: ZoomInfo
BDO Canada activated ZoomInfo data within its internal systems: "The plug-and-play aspect of the API means I can integrate it very easily into any process and get information at a moment's notice," achieving an 87% reduction in time spent on internal data dashboard updates. (BDO Canada)
Scale, Stability, and Pricing Flexibility: ZoomInfo is a publicly traded company with transparent entry points and a permanent free tier.
InsightSquared's acquisition by Mediafly and the brand absorption raise questions about long-term product direction. ZoomInfo is a public company trading on Nasdaq under the ticker GTM, with $1.25 billion in annual revenue and $455 million in free cash flow, serving 35,000+ companies worldwide.
Where InsightSquared offers no public pricing and no free trial, ZoomInfo provides two entry points. ZoomInfo Lite is a permanent free tier (not a trial) with access to the B2B database, 10 monthly export credits, individual and company searches, a Chrome extension, and HubSpot integration. A separate 7-day free trial (no credit card required) gives access to core platform features including intent signals and email outreach.
Source: ZoomInfo
Paid plans are custom-quoted and organized into Sales, Marketing, and standalone product tiers (Chorus, Chat). While ZoomInfo doesn't publish specific dollar amounts, the tiered structure (Professional, Advanced, Enterprise for Sales; Marketing Demand, ABM Lite, ABM Enterprise for Marketing) is publicly documented, and the consumption-based model means customers pay for what they use.
ZoomInfo's compliance infrastructure is also more extensively documented: ISO 27001, ISO 27701, SOC 2 Type II, and TRUSTe GDPR and CCPA certifications, all renewed annually, with a dedicated Trust Center.
Source: ZoomInfo
InsightSquared or ZoomInfo: Comparison Summary
InsightSquared | ZoomInfo | |
|---|---|---|
Primary focus | Revenue analytics and forecasting on CRM data | GTM intelligence, data, and execution |
B2B data | None; analyzes existing CRM records only | 500M contacts, 100M companies, 135M+ verified phone numbers, 200M+ verified emails |
Buyer intent signals | Not available | 210M IP-to-Organization pairings, Guided Intent, and streaming signals |
CRM support | Salesforce-first; limited HubSpot support | Salesforce, HubSpot, Microsoft Dynamics natively |
Forecasting | AI-powered with ML Confidence-to-Close scoring | GTM Context Graph with conversation and behavioral signal analysis |
Pre-built reports | 350+ out-of-the-box | AI-powered dashboards across GTM Workspace and GTM Studio |
Conversation intelligence | Built-in recording and transcription | Chorus with 14 technology patents, feeding the GTM Context Graph |
Execution tools | Guided Selling with 120+ Actions | GTM Workspace (sellers), GTM Studio (marketers/RevOps), APIs & MCP |
Pricing transparency | No public pricing; quote-only | Tiered structure documented publicly; permanent free tier available |
Contract terms | 24-month auto-renewal by default | Annual contracts standard; free trial with no credit card |
Company status | Acquired by Mediafly (2022); brand being absorbed | Public company (Nasdaq: GTM); $1.25B annual revenue |
Analyst recognition | Forrester Wave RO&I Q1 2022; G2 Leader through 2020 | Gartner MQ Leader (ABM, 2024 & 2025); Forrester Leader (Intent Data, Q1 2025); 133 G2 No. 1 rankings |
Best for | Salesforce-centric teams needing CRM analytics | Revenue teams needing intelligence, data, and execution in one platform |
Final Verdict
The choice between InsightSquared and ZoomInfo depends on whether you need analytics on what you already have, or intelligence and tools to find and win new business.
Choose InsightSquared if your sales organization runs on Salesforce, maintains clean CRM data, and needs visibility into pipeline health, forecasting accuracy, and rep performance. The platform's 350+ pre-built reports, AI-powered forecasting, and activity capture give RevOps leaders insight into their revenue engine without requiring a BI team. Be aware that you're evaluating InsightSquared as part of Mediafly's Revenue360 suite, not as a standalone product, and confirm how the ongoing brand transition affects your implementation and support experience.
Choose ZoomInfo if your revenue team needs more than CRM analytics. ZoomInfo provides B2B data to identify who to sell to, the GTM Context Graph to understand the decision context behind every deal, and execution tools (GTM Workspace for sellers, GTM Studio for marketers and RevOps, APIs and MCP for any third-party tool) to act on that intelligence without leaving the platform. For teams that have outgrown the limits of analyzing only what's in their CRM, ZoomInfo connects market data, buyer signals, and deal context into a single system they can act on.
Get started with ZoomInfo here.
InsightSquared FAQ
What is InsightSquared used for?
InsightSquared is a revenue intelligence and sales analytics platform used by B2B sales, marketing, and customer success teams to analyze CRM data, forecast revenue, and coach reps with data-driven insights. Its core use cases include replacing spreadsheet-based forecast rollups with AI-powered predictions, surfacing pipeline health issues before they grow, identifying which rep behaviors correlate with wins, and building board-ready reports from live CRM data without SQL or BI engineers.
How much does InsightSquared cost?
InsightSquared does not publish pricing. The platform operates on a quote-only, role-based per-seat model where costs are negotiated through an Order Form. Reviewers have noted that InsightSquared can be expensive relative to competitors offering similar insights. Contracts auto-renew for 24-month terms unless either party gives 30 days' written notice before the renewal date. ZoomInfo, by comparison, documents its tier structure publicly and offers both a permanent free tier (ZoomInfo Lite) and a 7-day free trial requiring no credit card.
Is InsightSquared still a standalone product?
Mediafly acquired InsightSquared in January 2022 and is folding it into Mediafly's Revenue360 product. The InsightSquared website's pricing page redirects to Mediafly, demo links go to Mediafly's Revenue360 page, and the last standalone InsightSquared press release dates to June 2021. While the InsightSquared domain is still active, Mediafly now controls the brand and product roadmap. Buyers should evaluate the platform as part of the Mediafly ecosystem rather than as an independent product.
Does InsightSquared work with CRMs other than Salesforce?
InsightSquared was built as a Salesforce analytics layer and remains Salesforce-first. A HubSpot integration was added in September 2020, but the platform's deepest intelligence features are designed around Salesforce data structures. Companies running Microsoft Dynamics or other CRMs are not well served. ZoomInfo integrates natively with Salesforce, HubSpot, and Microsoft Dynamics, among other platforms.
Does InsightSquared offer a free trial or free plan?
No free trial, free plan, or self-serve proof-of-concept is publicly documented on the InsightSquared or Mediafly websites. The primary entry point is a demo request. ZoomInfo offers both a permanent free tier (ZoomInfo Lite, with 10 monthly export credits, search access, Chrome extension, and HubSpot integration) and a 7-day free trial with no credit card required.
What industries does InsightSquared serve?
InsightSquared targets B2B SaaS and technology companies with structured sales teams running Salesforce. The platform also has a dedicated Staffing Analytics module built for Bullhorn users, with more than 10,000 staffing leaders reported worldwide. Secondary verticals include professional services, fintech, and healthcare IT.
Does InsightSquared provide B2B contact or company data?
No. InsightSquared analyzes data in your CRM but does not provide contact databases, company intelligence, buyer intent signals, technographic profiles, or website visitor identification. Teams needing to identify new prospects or enrich existing records need a separate data provider. ZoomInfo provides 500 million contacts, 100 million companies, 135 million verified phone numbers, and 200 million verified business emails alongside intent signals and technographic data.
What is InsightSquared's Advanced Sales Math feature?
Advanced Sales Math is InsightSquared's ML-powered analytics layer that goes beyond conversion rate tracking to identify the specific behaviors, activity patterns, and deal characteristics that cause wins and losses. It uses machine learning to find inflection points in the sales cycle (the moments where deals progress or stall), surfaces which activities and cadences correlate with wins at the rep level, and updates continuously as new deal data flows in. The feature replaces one-time consulting engagements that produce static snapshots.
