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gong vs nektar
Buyer's Guide, Product

Gong vs. Nektar: How They Handle Salesforce Data

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Gong vs. Nektar: How They Handle Salesforce Data Buyer’s Guide, Comparison 18 min September 18, 2026 Sales teams today generate enormous amounts of customer activity across calls, meetings, email, and calendars. The challenge is no longer simply capturing that activity. It is making sure the resulting data is complete, structured, correctly associated, and available in Salesforce for the teams and systems that depend on it. This is where Gong and Nektar approach the problem differently. Gong is primarily a conversation intelligence platform. Its core capabilities center on recording and analyzing calls and meetings, generating summaries and insights, coaching reps, and, with Gong Engage, supporting outbound workflows. Nektar is focused on revenue activity capture and CRM data completeness. It captures customer interactions across email, meetings, and calls and structures that activity in Salesforce as native CRM records. That distinction is important because the two platforms do not necessarily need to compete for the same job. In fact, they can work together. The key question is not simply whether Gong or Nektar can “log activity.” It is which system should own the activity data in Salesforce, and what level of structure and context does the revenue organization need from that data? Gong and Nektar Solve Different Problems The simplest way to understand the difference is to look at where each platform starts. Gong starts with the conversation. It records customer conversations, analyzes them, generates summaries and insights, and connects that information to CRM records. For teams using Gong Engage, it can also support sales engagement and outbound sequencing. Nektar starts with the customer relationship. Its role is to capture customer activity across the team’s inboxes and calendars, structure that information, and make it available as Salesforce-native data. That means Nektar can capture: Emails Meetings Calls Meeting participants Customer contacts Opportunity relationships Opportunity Contact Roles Activity metadata The objective is to create a more complete representation of the customer relationship inside Salesforce without requiring reps to manually log every interaction. A useful way to think about the distinction is: Gong helps revenue teams understand what happened in conversations. Nektar helps ensure the activity surrounding those conversations becomes complete, structured CRM data. That makes Nektar less of a replacement for Gong and more of a revenue telemetry layer underneath the revenue stack. Get our latest insights into your inbox What Happens to Gong Data in Salesforce? Gong’s Salesforce integration connects Salesforce records with Gong’s conversation intelligence platform. Salesforce Accounts, Contacts, Leads, and Opportunities can provide context for Gong conversations, while Gong can send conversation-related activity and information back into Salesforce. Depending on the Gong products and configuration being used, this can include activities such as calls, meetings, and emails. For example, Gong can help a sales organization understand: What was discussed on a customer call What objections were raised What commitments were made What topics appeared repeatedly across conversations How a deal is progressing Which conversations may require management attention This is valuable conversation intelligence. But there is an important distinction between conversation intelligence and CRM data infrastructure. A conversation can contain useful information without that information automatically becoming a governed Salesforce field, Contact, Opportunity Contact Role, or other structured CRM record. That difference becomes increasingly important as enterprise sales organizations become more complex. The Customer Relationship is Bigger Than the Recorded Conversation Consider a typical enterprise opportunity. A prospect may interact with a sales organization through discovery calls, executive meetings, email threads, calendar invitations, product demonstrations, technical evaluations, security reviews, procurement conversations, follow-up emails or internal and external meetings. There may be 8, 10, or 20 people involved across those interactions. Not all of them will necessarily appear in a recorded Gong conversation. Some may communicate exclusively through email. Others may join a calendar invitation but never speak during the meeting. Some may not exist as Salesforce Contacts yet. And an account may have multiple active opportunities at the same time. This creates a larger CRM question: Who is involved in the customer relationship, what activity has taken place, and how should that activity be represented in Salesforce? Conversation intelligence is one part of the answer. Activity capture and relationship intelligence are another. Gong & Nektar Salesforce Data: 6 Core Differences 1. Conversation Intelligence vs. Revenue Activity Capture Gong’s primary job is conversation intelligence. Its activity data in Salesforce is largely connected to those conversation intelligence and engagement workflows. Nektar’s primary job is broader activity capture. It automatically captures customer interactions across email, meetings, and calls across connected inboxes and calendars, regardless of whether a rep manually logs the activity. It then structures that information and writes it into Salesforce as native CRM records, including tasks, events, contacts and opportunity contact roles (OCR). This distinction matters because Salesforce can be used as more than a place to store a record saying that a meeting happened. It can become the underlying data layer for forecasting, pipeline inspection, account planning, buying-group analysis, reporting or AI applications.  For those use cases, activity needs to be not only captured but structured and associated with the right CRM records. 2. Contact Creation: Capturing a Person vs. Creating a CRM Record One of the biggest differences between conversation intelligence and a CRM data layer appears when a new stakeholder enters the buying process through email. Consider a simple example. A prospect who isn’t yet in Salesforce starts emailing an account executive. That person may eventually become an important member of the buying group. But if the CRM doesn’t know the person exists, subsequent activity can remain disconnected from the opportunity. This is where Gong’s Salesforce email export has an important limitation. According to Gong’s documentation, “Gong exports emails associated with Salesforce leads or contacts from the date you enable export.” Gong also states that it does not export emails retroactively. That creates two important constraints.  The person needs to already exist in Salesforce Gong’s email export is based on emails associated with existing Salesforce Leads or Contacts. In other words, an email conversation with someone who isn’t already

Gong salesforce integration
Buyer's Guide, Salesforce

A Guide to Gong Salesforce Integration

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A Guide to Gong Salesforce Integration Buyer’s Guide, Salesforce 7 min September 17, 2026 Gong’s Salesforce integration connects conversation intelligence with CRM data. The model is straightforward: Salesforce provides Gong with CRM context, Gong analyzes conversations and other captured interactions, and selected Gong data can be exported back into Salesforce. For revenue teams evaluating Gong, however, there is an important distinction between conversation intelligence and CRM data capture. Gong is built to understand conversations. Salesforce remains the system where customer and opportunity records live. The question is therefore not whether Gong captures valuable conversation data. It does. The question is: how much of that context actually becomes Salesforce data? Get our latest insights into your inbox What does Gong capture? Gong captures and analyzes customer conversations across supported channels, including calls and meetings, and can use Salesforce data to provide additional context around those conversations. Once Salesforce is connected, teams can search and analyze conversations based on Salesforce fields such as opportunity stage or amount. Gong can also export conversation data back into Salesforce.  The Salesforce integration therefore works in both directions conceptually: Salesforce → Gong Salesforce provides CRM context that Gong can use for analysis. Gong → Salesforce Selected conversation information can be exported back into Salesforce. That second part is where the data model becomes important. What does Gong write to Salesforce? Gong can export captured conversation information to Salesforce. Their FAQ says “No, Gong doesn’t create contacts in Salesforce, but Gong does import the email of new contacts and log it in Gong.” Teams can also control which Gong calls are exported using filters. So the Salesforce record can include information derived from Gong conversations.  But there is a critical limitation in Gong’s own documentation: Gong doesn’t create contacts in Salesforce. Gong explicitly says that when a new contact is identified, it does not automatically create that contact in Salesforce. Gong can import the new contact’s email into Gong and log it there, but the Salesforce contact does not get created automatically.  That creates a particularly important boundary for teams thinking about CRM completeness. Where Gong Stops The contact limitation matters because the Salesforce activity record and the Salesforce person record are connected. If a person does not already exist in Salesforce, Gong says it will not create that Contact. Its documentation also states that Gong exports emails associated with Salesforce leads or contacts from the date you enable export. A meeting is exported only when at least one external participant matches a Salesforce contact or lead. If no contact, lead, or account is found, the task/event isn’t created. That means the two limitations compound: No Salesforce Contact → no corresponding Salesforce email activity. The conversation can exist in Gong. The person can be identified by Gong. But that does not necessarily mean the person becomes a Salesforce Contact or that the associated activity becomes part of the Salesforce record. This is not a criticism of Gong’s conversation intelligence. It is simply the boundary between Gong’s conversation system and Salesforce’s CRM data model. No Contact means no Opportunity Contact Role In Salesforce, an Opportunity Contact Role connects a person to a specific opportunity and identifies their role in the deal. That relationship is important for reporting on the people involved in an opportunity. If Gong identifies a new person in a conversation but does not create a Salesforce Contact for that person, there is no Salesforce Contact record to associate with the opportunity. As a result, that person cannot have an Opportunity Contact Role created through that Gong-to-Salesforce workflow. The chain looks like this: Person participates in Gong conversation → Gong identifies the person → No Salesforce Contact → No Opportunity Contact Role → Person is missing from opportunity-level buying-group reporting. The conversation can exist in Gong. The person can be known to Gong. But without the corresponding Salesforce Contact and opportunity relationship, that stakeholder does not become part of the structured buying-group data in Salesforce. This is particularly important in complex B2B sales cycles, where the people participating in conversations are not always the same people who were originally entered into Salesforce. Why Opportunity Contact Roles matter A Salesforce Contact by itself tells you that a person exists in the CRM. An Opportunity Contact Role tells you that the person is connected to a specific deal. That distinction matters for buying-group visibility. A CRM may contain several Contacts associated with an Account while still failing to show which of those people are actually involved in a particular opportunity. When a stakeholder participates in a Gong-recorded conversation but does not already exist as a Salesforce Contact, the Gong integration cannot establish that Salesforce relationship through Contact creation. That creates a gap between conversation intelligence and structured opportunity intelligence. What does this mean for Salesforce reporting? Salesforce reporting depends on what exists in Salesforce. If a buyer participates in a Gong-recorded conversation but doesn’t have a Salesforce Contact, that person may not become part of the CRM’s contact-level reporting through Gong. That matters particularly in complex B2B sales cycles where one opportunity can involve many stakeholders. A CRM report may show the opportunity, existing contacts and Gong activities associated with known CRM records. But it can still lack people who participated in conversations but weren’t already represented as Salesforce Contacts. For teams measuring buying-group coverage, that creates a data question: Are we measuring the actual buying group, or only the portion of the buying group that already exists in Salesforce? What does this mean for AI in Salesforce? The same distinction becomes even more important when AI is added. AI systems can only reason over the context available to them. Gong can have rich conversational context about a buyer while Salesforce may not contain a corresponding Contact record for that person. That can create a split between conversational intelligence and CRM intelligence. The conversation exists. The person may be known. But the CRM record may not. For AI operating on top of Salesforce, that can mean an

salesloft salesforce integration
Buyer's Guide, Salesforce

A Guide to Salesloft Salesforce Integration

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A Guide to Salesloft Salesforce Integration Buyer’s Guide, Salesforce 10 min September 17, 2026 Salesloft and Salesforce are designed to work together. Salesloft’s CRM Sync connects sales engagement activity with Salesforce, allowing teams to synchronize records, log activities, map fields, and automate data movement between the two systems. But there is an important distinction between integrating a sales engagement platform with Salesforce and building a complete record of customer activity and relationships inside Salesforce. Salesloft’s documentation focuses primarily on what the integration can synchronize. For revenue teams evaluating Salesforce data quality, the more useful question is what happens at the edges of that integration. What gets captured? What gets written to Salesforce? What object does it become? And what information can still remain outside the CRM? Get our latest insights into your inbox What Does Salesloft Capture? Salesloft captures engagement activity generated through its sales engagement platform, including emails, calls, cadence activity and other seller interactions. Its Salesforce integration is designed to synchronize both CRM records and activity data. Salesloft says its CRM Sync can automatically record calls and emails as activities in Salesforce, while pushing more than 30 activity properties, including call duration, call disposition, sentiment, email activity counts and cadence identifiers. The integration also works with Salesforce Leads, Contacts, Accounts and Opportunities. Salesloft describes the connection as bidirectional, allowing records and field updates to move between Salesforce and Salesloft. Administrators can configure field mappings, determine which system has priority for particular fields, and define synchronization rules. Salesloft also provides a sync log showing transferred records, fields, timing, direction and outcomes, allowing administrators to troubleshoot failed syncs and mapping errors. That makes Salesloft more than a simple activity logger. It is designed to keep the sales engagement system and Salesforce synchronized. But synchronization is not the same thing as comprehensive relationship intelligence. What Does Salesloft Write to Salesforce? Salesloft primarily writes two categories of information back into Salesforce. 1. CRM records and field updates Salesloft can synchronize Salesforce Leads, Contacts, Accounts and Opportunities. Administrators can configure field mappings and determine the direction and priority of individual fields. Salesloft’s CRM Sync also supports automation rules that can execute actions based on defined criteria. This means Salesforce can remain the source of important CRM information while Salesloft uses that information to drive sales engagement workflows. 2. Sales activities Salesloft can write calls and emails into Salesforce as activities. Those activities can carry additional information such as: Call duration Call disposition Sentiment Email activity counts Cadence identifiers Other activity properties Salesloft has also expanded its activity logging to account for multiple people involved in an email or meeting. Shared Activity Syncing ensures that emails and meetings involving multiple People are accurately recorded in Salesloft and Salesforce, providing a complete view of interactions across your team and contacts. This feature is crucial for maintaining data integrity and gaining accurate insights. That is significant for organizations trying to capture more than one stakeholder in a deal. What about Clari Capture and Salesforce? The Salesforce integration story becomes more interesting following the Clari-Salesloft merger. Clari and Salesloft completed their merger on December 3, 2025. The combined company now operates as Salesloft, with Clari Forecast retaining the Clari name while Clari’s broader revenue intelligence, deal management and conversation intelligence capabilities continue under the Salesloft brand. For existing Clari customers, that creates a practical Salesforce question: What happens to Clari Capture, and how does it fit into the Salesforce activity-capture architecture going forward? The distinction matters because Clari and Salesloft have historically addressed different parts of the revenue workflow. Salesloft’s CRM Sync is designed to move sales engagement activity between Salesloft and Salesforce. Clari’s platform has historically used activity and revenue signals to support forecasting, deal inspection and revenue intelligence. Salesloft’s current platform brings these capabilities together under one company and one broader Predictive Revenue System. For an existing Clari customer, however, the immediate concern is not the corporate structure. It is the data flow into Salesforce. What happens to Clari Capture? The Clari-Salesloft merger raises a very specific Salesforce question for existing Clari customers: What happens to Clari Capture? Clari Capture was Clari’s activity-capture product. It automatically captured customer interactions, synced activity to the CRM, and could create and enrich contacts based on email and calendar activity. Clari’s own documentation describes Capture as a system that captures contacts and activities, enriches them, and synchronizes them back to the CRM. That matters because Capture was not simply a reporting feature. It sat in the data path between customer activity and Salesforce. There is no clear public replacement path yet.Clari and Salesloft now operate as one company under the Salesloft brand. Salesloft says that “the capabilities Clari users rely on today will continue under the Salesloft name” and that Clari Forecast retains the Clari name. It also says that product integration is ongoing and that customers should expect capabilities to deepen over time. The current Salesloft platform and product pages describe the combined Predictive Revenue System, Salesloft CRM Sync, Clari Forecast and other capabilities. Salesloft has also announced that Clari forecasting, deal intelligence, conversation intelligence and Salesloft engagement data are being brought together in the combined platform. There is currently no publicly documented migration path that tells an existing Clari Capture customer to move to a specific replacement product, what happens to their existing Capture configuration, or how historical Capture data and Salesforce workflows should be handled. What Clari Capture used to do matters Clari’s documentation describes Capture as automatically capturing contacts from calendar invites and email threads, enriching those contacts, creating new contacts in the CRM, and attaching newly identified members of the buying team to the appropriate opportunity. Clari’s community documentation also shows that Capture had its own logic for deciding when and how activity was written back to Salesforce. For example, Clari documented that Capture could skip writing an activity when it could not determine an exact account match. So replacing Capture is not simply a matter of changing the name of a product.

A Guide to Groove Salesforce Integration
Buyer's Guide, Salesforce

A Guide to Groove Salesforce Integration

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A Guide to Groove Salesforce Integration Buyer’s Guide, Salesforce 6 min September 17, 2026 Groove is different from many sales engagement platforms in this comparison because its architecture is deeply tied to Salesforce. Groove describes itself as a Salesforce-native sales engagement platform, and its AppExchange listing highlights real-time email and calendar synchronization, automatic activity logging, contact capture and the ability to create Salesforce Leads, Contacts and Accounts.  That makes Groove’s Salesforce integration fundamentally different from a platform that primarily maintains its own database and periodically syncs information into Salesforce. The more useful question is therefore not whether Groove can write data into Salesforce. It can. The question is what that data looks like at scale and where the integration still has boundaries. Get our latest insights into your inbox What does Groove capture? Groove captures sales engagement activity across email, calendar and other engagement workflows. Its Salesforce AppExchange listing describes capabilities including: Email synchronization Calendar synchronization Activity logging Contact capture Call logging Opportunity management Multi-channel campaign automation Groove can also create Salesforce Leads, Contacts and Accounts from the engagement workflow. That last capability is important. Unlike Gong, Groove can create Salesforce Contacts. So contact creation is not the gap to focus on when evaluating Groove. The more relevant questions are around the operational model, support and the depth of information written into Salesforce. What does Groove write to Salesforce? Groove writes engagement data into Salesforce’s native CRM objects. Groove writes key engagement data to contact, lead and task objects.  Groove also supports additional fields that can be surfaced in Salesforce for reporting. These can include information associated with: Flows Templates Step type Step number Response time Email send time Flow completion Flow removal Next-step dates Active Flow counts Groove’s documentation explains that some of these fields need to be created as custom fields in Salesforce before they can be populated. That creates a fairly detailed activity dataset inside Salesforce. Groove can create contacts Groove’s AppExchange listing explicitly says users can create new Leads, Contacts and Accounts from the Groove workflow. Groove can also automatically import new Salesforce Leads and Contacts into Flows. Its current documentation says Groove scans Salesforce for new Leads or Contacts every three hours by default, while Salesforce Flow can be configured for real-time imports when the required setup is in place. So contact creation and synchronization are core parts of the Groove architecture. Where Groove stops The limitation to examine with Groove is therefore not contact creation. It is what happens when an organization moves from capturing activity to managing customer context at enterprise scale. Groove’s data model is strongly optimized around Salesforce records and engagement activities. That makes it useful for organizations that want sales engagement to operate close to the CRM. But the more complex the revenue organization becomes, the more the questions move beyond activity capture: Who are all the people involved in an account? Which relationships exist between those people? Which stakeholders are active across different teams? What happened outside the engagement workflow? How does activity from Sales, CS, Marketing and executives connect? Can that context be used consistently across the opportunity? Those questions require a broader customer-context layer than activity logging alone. Support and Scale are Part of the Evaluation Groove’s own customer reviews provide another dimension that buyers should consider: support. One AppExchange reviewer wrote: “We don’t have a headcount large enough to warrant them giving us support.” That is a customer-reported experience, not a general statement about Groove’s support model, but it is relevant to buyers evaluating how an implementation will be supported as usage expands. At the same time, other Groove customer stories highlight the platform’s Salesforce-native architecture and support for complex Salesforce workflows. So the support question is best treated as a due-diligence issue, not as a blanket product criticism. For enterprise buyers, the relevant questions are: What support tier is included? Who owns Salesforce integration issues? What happens when custom Salesforce configurations change? How are sync failures handled? How quickly are managed-package changes released? What support is available during implementation and migration? What does this mean for Salesforce reporting? Groove can put a substantial amount of engagement information into Salesforce. Salesloft recommends the Groove Insights package for more granular reporting and provides prebuilt dashboards covering flows, calls, meetings booked, opportunities created and bounce codes.  That can make Salesforce a useful reporting environment for Groove-generated engagement. But there is an important technical distinction in Groove’s documentation: Lead and Contact data can be backfilled. Task data cannot. Groove says Lead/Contact fields are updated hourly and can be backfilled, while Task data is populated after the activity takes place and cannot be backfilled. For organizations doing historical CRM cleanup or migration, this difference matters. What does this mean for AI? Groove’s Salesforce-native architecture can put more engagement data directly into the CRM. But AI needs more than engagement volume. It needs relationships and context. A Salesforce record containing: Email → Task → Contact → Account is useful. A connected model containing: Person → Role → Relationship → Buying Group → Activity → Opportunity → Account → Outcome is a different level of context. Groove’s Salesforce integration addresses a significant part of the first problem. The second requires additional data modeling and enrichment beyond activity capture. Groove + Salesforce: The Practical Takeaway Groove has a particularly deep Salesforce integration. It can capture email and calendar activity, log activities into Salesforce, create Leads, Contacts and Accounts, write engagement fields into Salesforce, support custom objects and Salesforce workflows, and provide reporting through Salesforce and Groove Insights Its current documentation and AppExchange listing make that architecture clear.  For buyers, the remaining questions are therefore less about basic CRM synchronization and more about scale, support, historical data, and whether activity capture is enough to provide the customer context required by modern RevOps and AI workflows. Read our other Integration Guides Outreach Salesforce Integration Gong Salesforce Integration Salesloft Salesforce Integration About Nektar Nektar helps revenue teams turn Salesforce into a more complete source of

Salesforce dreamforce
Salesforce

Salesforce Dreamforce ’26 Keynote

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Salesforce Dreamforce ’26 Keynote: 7 Big Ideas Shaping the Next Era of Enterprise AI Event, Salesforce 10 min September 16, 2026 From Data 360 and headless applications to Agent Fabric and Salesforce Guardian, Salesforce used its Dreamforce ’26 keynote to lay out a vision for an enterprise where AI is deeply embedded in the systems, data and processes that run the business. Salesforce’s Dreamforce ’26 keynote was less about unveiling a single headline product and more about presenting a picture of how the company believes enterprise technology is changing. The central idea was clear: AI is moving from an application feature to an enterprise operating layer. That means connecting AI models to the data businesses already rely on, embedding business logic and semantics into those systems, deploying agents to perform work, and creating new interfaces through which people and AI can interact with the enterprise. Get our latest insights into your inbox The keynote brought together announcements across Salesforce’s data, application, AI, security and integration portfolios. It also repeatedly returned to a fundamental challenge facing enterprise AI: powerful models may be probabilistic, but businesses still operate on systems, rules, permissions and data that need to be deterministic. Salesforce’s answer is an architecture designed to bring those worlds together. Here are seven of the biggest ideas from the keynote. 1. Salesforce wants enterprise AI to operate beyond the traditional CRM interface One of the keynote’s most significant themes was that the Salesforce application itself is no longer necessarily the destination for work. Salesforce described a new architecture built around four layers: Data → Apps & Semantics → Agents → Interface The interface is the layer users ultimately interact with, but Salesforce’s vision is that the underlying intelligence can increasingly be delivered through different interfaces and environments. That includes Salesforce’s own products as well as experiences such as Slack and other external interfaces. The company tied this shift to its metadata architecture and its move toward headless applications. Instead of applications being consumed only through their traditional user interface, their underlying capabilities and business intelligence can be exposed and recomposed elsewhere. The implication is significant. Enterprise software has traditionally been organized around applications: employees open Salesforce, Workday, ServiceNow or another system and perform their work there. In an agentic enterprise, that model starts to change. Agents may access the capabilities of those systems directly. Employees may interact with enterprise intelligence through conversational interfaces. And applications increasingly become the infrastructure underneath those experiences. Salesforce called this a transformation of the interface layer. One that could fundamentally change how people interact with enterprise software. 2. The AI model is only one part of the equation The keynote repeatedly moved the conversation away from AI models themselves and toward what surrounds them. Salesforce described AI as operating in a probabilistic world, while enterprise systems operate in a deterministic world. An AI model can reason and generate answers, but it doesn’t inherently know the specific data, rules, processes and business logic of an organization. That’s where enterprise systems come in. Salesforce’s architecture is designed to ground AI in the company’s underlying source of truth: its data, applications, business semantics, workflows, permissions and rules. The keynote’s argument was essentially that the two worlds need to work together. AI can remain probabilistic. But the environment in which it operates needs reliable foundations. That distinction becomes particularly important when AI moves from generating information to making decisions or taking action. An incorrect answer from a chatbot is one problem. An autonomous agent acting on an incorrect piece of enterprise information is another. 3. Data 360 is positioned as the foundation for AI If there was one prerequisite Salesforce returned to repeatedly, it was data. The keynote positioned Data 360 as the foundation layer for bringing enterprise information together. Salesforce described it as a way to integrate, federate and harmonize data across the enterprise and make that information available to AI. The goal isn’t simply to put more information in one database. It is to allow AI to work across information that may otherwise remain distributed across different systems and data environments. The keynote also emphasized that getting data ready for AI involves more than simply connecting sources. Data needs to be discovered, cleaned and curated. And once it is available, it needs to be understood in the context of the business. This is why Salesforce placed Data 360 underneath the applications, agents and interface layers in its architecture. The message was straightforward: The quality of enterprise AI ultimately depends on the quality and accessibility of the enterprise data underneath it. 4. Business semantics are becoming as important as the data itself One of the more interesting parts of the keynote was the emphasis on semantics. Enterprise data isn’t meaningful in isolation. Different companies have different definitions for concepts such as revenue, ARR, churn, customer health and other business metrics. Those definitions, relationships and rules represent the way a company actually understands its business. Salesforce argued that this business intelligence is embedded in applications and their metadata and semantic layers, and that AI needs access to it. This is an important distinction. Consider a simple question: “How much revenue did this customer generate?” The underlying number might be easy to retrieve. But determining which revenue definition applies, which period matters, which products are included and how the company defines the metric is a business-semantic question. For an AI system to operate effectively inside an enterprise, it needs more than raw information. It needs to understand what that information means in the context of that business. That is why Salesforce’s architecture puts apps and semantics between the data layer and the agent layer. 5. Salesforce is turning agents into a digital workforce The keynote showcased agents across a wide range of business functions. Sales agents can work on pipeline. Service agents can resolve customer issues. Recruiting agents can engage candidates. IT agents can support employees. Other examples extended into areas such as supply chain operations. Salesforce’s broader framing was that

Enterprise AI Transformation
AI, RevOps

The Enterprise AI Transformation Playbook

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Playbook The Enterprise AI Transformation Playbook A practical framework to move from AI pilots to measurable business transformation. Only about 1 in 4 AI initiatives make it out of pilot mode. The models work. The pilots work too. And that’s the trap. What doesn’t survive contact with scale is everything around the AI: the data foundation, the ownership, the measurement, the change management nobody budgeted time for. This playbook is built from conversations with the leaders running AI transformation inside enterprises. 10 frameworks across the full transformation lifecycle, with worksheets you can run with your own team, so you can see exactly where your program is exposed before it stalls. What you’ll walk away with: A stage-by-stage framework covering data foundations, problem selection, workflow redesign, team structure, executive buy-in, measurement, and build-vs-buy, with a worksheet for each. Clarity on which gap kills momentum first for most enterprises. Hint: it’s rarely the model. A three-tier framework for proving ROI in dollars instead of adoption numbers, plus the exact build-vs-buy logic three enterprise operators converged on independently. A real example of the playbook in action: How Mimecast achieved $2M of directly attributed expansion revenue and identified upwards of $80M+ in additional pipeline by bringing together previously siloed signals and engagement data. Download The Playbook From The Revenue Lounge Podcast​ Other Downloadable Resources Ready to Turn your Data into Revenue Outcomes? Book a Demo

salesforce email integration
Buyer's Guide, CRM

Salesforce Email Integration & Email Sync: Complete 2026 Guide

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Salesforce Email Integration: Every Way to Sync Email to Salesforce Buyer’s Guide 29 min September 8, 2026 If your sales team lives in Gmail or Outlook while your customer data lives in Salesforce, there is a basic problem: Your customer conversations are happening somewhere your CRM cannot automatically see them. Emails are sent. Replies come in. New stakeholders get added to threads. Opportunities move forward through conversations that may never make it into Salesforce. And when those interactions aren’t captured, Salesforce doesn’t just have less activity data.  This displays an incomplete picture of the customer. That affects sales managers trying to inspect deals, RevOps teams trying to measure engagement, marketers trying to understand account activity, customer success teams trying to understand relationships, and increasingly, AI systems trying to reason over Salesforce data. The good news is that there are several ways to get email into Salesforce in 2026. The bad news is that salesforce email integration can mean very different things depending on the approach you choose. You can: Log emails manually Use Salesforce’s Outlook or Gmail integration Use Einstein Activity Capture (EAC) Use a sales engagement platform Use a dedicated email/activity capture platform Each solves a different problem. Some simply help a rep log an email. Others automatically capture email activity. And the most sophisticated options go further, turning that activity into structured CRM data about contacts, opportunities, buying groups and relationships. This guide explains the differences. Get our latest insights into your inbox What is Salesforce Email Integration? A Salesforce email integration connects your email system (typically Microsoft Outlook or Google Gmail) with Salesforce so that email activity can be associated with CRM records. Depending on the solution, that can mean very different things. A basic integration might let a salesperson: View Salesforce records from Gmail or Outlook Create Salesforce records from their inbox Manually relate an email to an opportunity Log an email to a contact View Salesforce information while composing an email A more advanced email sync solution can automatically capture incoming and outgoing messages and associate them with Salesforce records without requiring the salesperson to manually log anything. Salesforce’s own Outlook and Gmail integrations provide the in-email experience. Einstein Activity Capture adds automatic activity capture and synchronization.  And dedicated activity-capture platforms can go further by turning email and meeting activity into structured revenue intelligence. So before choosing a tool, ask this: Do we want Salesforce to help reps log email, or do we want Salesforce to automatically know what is happening in customer relationships? Those are not the same requirement. 5 Ways to Get Email Into Salesforce Here’s the simplest way to understand the landscape: Approach How email gets into Salesforce Rep effort Best for Biggest limitation Manual logging Rep logs each email High Small teams / occasional activity Depends on rep compliance Outlook/Gmail integration Rep relates email from inbox Medium Working with Salesforce from email Still relies heavily on user action Einstein Activity Capture Automatically captures email Low Salesforce-native activity capture Matching, aliases, complex orgs and storage require consideration Sales engagement platform Captures engagement as part of prospecting Low SDR/BDR outbound motions Optimized for engagement, not necessarily complete CRM activity Dedicated activity capture Automatically captures and structures activity Very low Enterprise revenue teams Additional platform and cost The right answer depends less on “Can this tool sync email?” and more on “What do we need Salesforce to know about our customer relationships?” Let’s look at each option. 1. Manual Email Logging in Salesforce The simplest Salesforce email integration is no integration at all. A salesperson sends an email from Gmail or Outlook and manually logs it to Salesforce. Salesforce supports manual email logging through its email tools, including the ability to relate emails to Salesforce records. Enhanced Email also allows emails to be stored as EmailMessage records rather than simply appearing as generic tasks.  How it works   A typical workflow looks like this: Send email → choose Salesforce record → click Log Email → Salesforce records the activity The rep decides where the email belongs. That might be a contact, lead, account, opportunity, case or another Salesforce record that supports activities. What manual logging does well   Manual logging has one major advantage: Control. The rep decides exactly what belongs in Salesforce. It can also be inexpensive because you’re using functionality already available within Salesforce rather than introducing another platform. Manual logging may be enough for organizations that have small sales teams, low email volume, simple sales processes, strong CRM discipline or limited need for historical activity. Where manual email logging breaks   The problem is not whether Salesforce can log the email. The problem is whether people will consistently do it. Consider a salesperson handling 80 customer emails a day. If logging each message takes even a few seconds, the process becomes tedious. More importantly, it introduces human judgment into the CRM data: What did the rep remember to log? What did they forget? Which record did they choose? Did they log the reply? Did they add the new stakeholder they were emailing? There are also hard limits to some manual methods. For example, Salesforce’s Email to Salesforce functionality can match up to 50 email addresses and can create up to 50 email activities for a received email; email text and HTML are truncated at 131 KB.  Best use case: Small teams that need occasional email logging and don’t need automatic capture. Verdict: Inexpensive, simple and controllable, but fundamentally dependent on rep behavior. 2. Salesforce Outlook and Gmail Integrations The next level is Salesforce’s native integrations with Microsoft Outlook and Gmail. This is where the phrase Salesforce email integration can become confusing. The Outlook/Gmail integration is primarily about bringing Salesforce into the rep’s inbox. Salesforce describes the integration as a way for reps to view, edit and create Salesforce records from their email environment and relate emails and events to Salesforce records.  The Outlook integration is available as a Salesforce add-in through Microsoft AppSource, while the Gmail integration is available through

salesforce inbox: The Complete Guide to Features, Pricing, Setup & Limitations
Buyer's Guide

Salesforce Inbox: What It Is, Features, Pricing & Limitations (2026)

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Salesforce Inbox: The Complete Guide to Features, Pricing, Setup & Limitations Buyer’s Guide 27 min September 7, 2026 Sales reps read and reply to emails, schedule meetings, send follow-ups and exchange important deal information in their inbox. Salesforce Inbox is designed to bring Salesforce context and sales productivity tools into that workflow. But there is an important distinction that is often missed in articles about Salesforce Inbox: Salesforce Inbox is not the same thing as Einstein Activity Capture. Inbox is primarily the productivity layer that brings Salesforce records and tools into Outlook, Gmail and Salesforce’s email experience. Einstein Activity Capture (EAC), when enabled, provides the automated background capture of email and calendar activity. Salesforce also supports Inbox without EAC, in which case reps can manually log emails rather than having them automatically captured. That distinction matters because many teams evaluating Salesforce Inbox are actually trying to solve a different problem: How do we make sure every meaningful customer interaction becomes reliable, structured Salesforce data without asking reps to manually log everything? This guide explains what Salesforce Inbox is, what it does, how Salesforce Inbox for Outlook works, what it costs, what has changed through 2026, how it compares with Einstein Activity Capture, and where its limitations become important for growing revenue teams. Get our latest insights into your inbox Salesforce Inbox at a Glance Question Salesforce Inbox What is it? A Salesforce email productivity layer that works with Outlook, Gmail and Salesforce Primary purpose Give reps Salesforce context and productivity tools while they work in email Works with Outlook? Yes Works with Gmail? Yes Email tracking? Yes, with Inbox productivity features Meeting scheduling? Yes Send Later? Yes Automatic email capture? Not by Inbox alone; typically provided through Einstein Activity Capture Manual email logging? Yes Mobile Inbox app? No. Salesforce retired Inbox Mobile on February 1, 2024 Current licensing Included in some Salesforce editions/bundles; extra cost in others Current standalone list price? Salesforce’s current public documentation does not present one universal standalone Inbox price Best suited for Reps who want Salesforce context and email productivity tools inside Outlook/Gmail Biggest misconception Treating Salesforce Inbox and Einstein Activity Capture as the same product Salesforce currently states that Inbox is available in Lightning Experience and is included in Unlimited, Einstein 1 Sales and Agentforce 1 Sales editions, while Professional and Enterprise customers can purchase it at additional cost. An Inbox license unlocks Inbox features in the Outlook integration, Gmail integration and Lightning Experience. What is Salesforce Inbox? Salesforce Inbox is a set of email productivity features that brings Salesforce information and sales tools into the places where reps send and receive email. In practice, that means a salesperson can work in Outlook or Gmail and use a Salesforce side panel to see relevant Salesforce records, relate emails to Salesforce records, insert availability into emails, track email engagement, schedule emails for later and use productivity shortcuts. The product is therefore less about replacing your inbox and more about connecting the inbox to Salesforce. For example, a rep working on an opportunity could: Open an email from a prospect in Outlook. See the relevant Salesforce record in the side panel. Review Salesforce context without opening another browser tab. Insert available meeting times into the email. Track whether the email is opened or links are clicked. Schedule the email to be sent later. Manually relate or log the email to Salesforce. If Einstein Activity Capture is also configured, emails and calendar events can be automatically captured and associated with Salesforce records in the background. The simplest way to think about it is that Salesforce Inbox is productivity inside your inbox. Einstein Activity Capture is automated activity capture behind the scenes. They can work together, but they are not interchangeable. What does Salesforce Inbox do? Salesforce Inbox brings several Salesforce capabilities into Outlook and Gmail. The exact experience depends on your Salesforce edition, license and configuration, but the core Inbox productivity capabilities include: 1. Salesforce records inside Outlook and Gmail The Salesforce panel lets reps see relevant CRM information while working with email. Instead of switching repeatedly between Salesforce and Outlook or Gmail, reps can access Salesforce records from the email experience. Salesforce describes the experience as surfacing relevant Salesforce records alongside email and events and allowing users to relate email messages to Salesforce. This is particularly useful for sales reps who spend most of their day in email. 2. Email tracking Inbox can track email engagement, including when recipients open emails and click links. Salesforce’s documentation specifically notes that when Inbox productivity features are added to the Outlook or Gmail integration, reporting can include recipient opens and link clicks. This gives reps another signal about whether an email has been engaged with. It is important, however, not to confuse email engagement tracking with automatic CRM activity capture. They solve different problems. 3. Insert Availability Salesforce Inbox lets reps insert their availability directly into an email. Rather than exchanging multiple emails to find a suitable meeting time, the rep can send available slots or a scheduling link. Salesforce has continued investing in this experience. In the Winter ’26 release, Salesforce introduced a redesigned meeting-scheduling interface designed to make it simpler for prospects to select a meeting time. 4. Scheduling links Inbox can generate scheduling links that allow recipients to select an available time. This builds on Salesforce’s earlier scheduling capabilities, including the ability to share preferred meeting times and scheduling links. The important benefit is straightforward: The prospect chooses the time instead of starting another scheduling thread. 5. Send Later Salesforce Inbox allows reps to schedule emails for a later time. This can be useful when a rep wants to write an email immediately but send it at a more appropriate time. Salesforce has also expanded Send Later beyond new messages. Salesforce release notes document support for using Send Later when replying to threaded emails, rather than restricting scheduling to new, unthreaded emails. 6. Text shortcuts and email productivity Inbox includes productivity features such as text shortcuts.

salesforce gmail integration
Buyer's Guide, CRM

Salesforce Gmail Integration: The Complete Guide for 2026

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Salesforce Gmail Integration: The Complete Guide for 2026 Buyer’s Guide, CRM 20 min September 1, 2026 Salesforce and Gmail are two of the most important systems in a modern sales stack. But connecting them isn’t as straightforward as it sounds. Customer conversations happen in Gmail. Meetings happen in Google Calendar. New stakeholders enter email threads. Follow-ups get sent. Important buying signals appear in conversations. But your revenue team still needs that activity in Salesforce. That is what a Salesforce Gmail integration is designed to solve. In 2026, however, “Salesforce Gmail integration” can mean several different things. Salesforce itself offers Gmail integration, Einstein Activity Capture, Salesforce Inbox, and related synchronization capabilities. Third-party platforms can add another layer of activity capture, automation, matching, and intelligence. So the question is no longer simply: How do I connect Gmail to Salesforce? It’s: How much of the customer activity happening in Gmail do you need Salesforce to understand, and what do you need Salesforce to do with it? This guide explains what the Salesforce Gmail integration does today, how to set it up, where the native option works well, where teams can run into limitations at scale, and when a dedicated Salesforce activity-capture or revenue-data platform makes sense. Get our latest insights into your inbox What is Salesforce Gmail integration? A Salesforce Gmail integration, sometimes referred to as a Salesforce connector for Gmail, connects a user’s Gmail account with Salesforce so they can access Salesforce information from Gmail and associate email activity with Salesforce records. Salesforce’s native Gmail Integration allows users to see, create, and modify Salesforce records from Gmail. With Enhanced Email enabled, users can relate emails to Salesforce records while composing messages and associate emails with contacts, leads, accounts, opportunities, cases, and supported records.  The experience has also evolved. Salesforce made Gmail Integration available inside Sales Cloud Everywhere, bringing the Gmail functionality into its Chrome side panel alongside other Salesforce capabilities.  Separately, Einstein Activity Capture (EAC) can automatically capture email and calendar activity from connected Google accounts and associate that activity with Salesforce records. Since Summer ’25, Salesforce has introduced Sync Email as Salesforce Activity, which allows captured emails to be stored as Salesforce activity data, including Task and EmailMessage records. This makes the email data available to standard Salesforce reports, workflows, triggers, APIs, and other platform capabilities.  So there are really two related layers: Gmail integration: Work with Salesforce from inside Gmail. Activity capture: Automatically bring customer email and calendar activity into Salesforce. For many teams, you will want both. Salesforce Gmail Integration is also part of a broader ecosystem of Chrome extensions built to make Salesforce easier to use from the browser. If you’re evaluating those tools alongside Gmail integration, What can you do with Salesforce Gmail integration? The native integration covers the core workflows most sales teams expect. 1. View Salesforce records from Gmail Sales reps can open an email in Gmail and access relevant Salesforce information without constantly switching between applications. Depending on configuration, they can view and work with Salesforce records associated with the people they’re communicating with. This is particularly useful for basic CRM lookups: Is this person already a contact? Which account are they associated with? Is there an open opportunity? What activity has already been recorded? Do I need to create a Salesforce record? Salesforce describes the Gmail integration as a way for users to see, create, and modify Salesforce records directly from Gmail. 2. Log emails to Salesforce Users can associate emails with relevant Salesforce records from Gmail. Enhanced Email is important here. Salesforce requires Enhanced Email for relating Gmail emails to Salesforce and stores email messages as richer email records rather than treating everything as a simple task.  This gives sales teams a much better record of customer conversations. 3. Automatically capture emails Manual logging is not the only option. With Einstein Activity Capture and Sync Email as Salesforce Activity enabled, Salesforce can automatically sync emails sent and received through connected Google accounts into Salesforce.  That changes the workflow from: Rep sends email → remembers to log it to: Rep sends email → Salesforce captures the activity For organizations trying to improve CRM completeness, this is one of the biggest benefits of connecting Gmail and Salesforce. 4. Sync Google Calendar activity Salesforce can also capture and synchronize calendar activity through Einstein Activity Capture. That gives Salesforce visibility into meetings alongside email activity. Salesforce can match Google Calendar events with relevant Salesforce users, contacts, and leads. It can also sync attendee information, subject to Salesforce’s matching and attendee limits.  5. Create Salesforce records from Gmail The Gmail integration can also reduce the friction involved in creating CRM records. If someone new enters a sales conversation, the rep can create or update the relevant Salesforce record without leaving Gmail. This is important because the best CRM workflow is often the one that requires the fewest context switches. How to set up Salesforce Gmail integration The exact setup depends on whether you’re using the basic Gmail integration, Einstein Activity Capture, Salesforce Inbox, or a combination. For the native Gmail integration, Salesforce’s current setup process starts in Salesforce Setup. Step 1: Enable Enhanced Email Before enabling Gmail Integration, Salesforce recommends verifying that Enhanced Email is enabled. Enhanced Email is required to relate Gmail emails to Salesforce records.  Step 2: Enable Gmail Integration In Salesforce: Setup → Quick Find → Gmail Integration and Sync Enable the setting that allows users to access Salesforce records from Gmail. Salesforce’s current documentation specifically instructs administrators to enable Gmail Integration and Sync and then enable Enhanced Email with Gmail.  Step 3: Configure Einstein Activity Capture If your objective is automatic activity capture rather than simply accessing Salesforce from Gmail, configure Einstein Activity Capture. This is where administrators define how email, events, and other activity should be captured and synchronized. With the newer Sync Email as Salesforce Activity architecture, captured email can become standard Salesforce activity data.  Step 4: Configure users and permissions Users need the appropriate Salesforce permissions and must connect

Salesforce Outlook Plugin
Buyer's Guide, CRM

Salesforce Outlook Plugin: Setup, Features & Alternatives

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Salesforce Outlook Plugin: What It Is, How It Works, Setup, Limitations & Alternatives Buyer’s Guide, CRM 11 min September 1, 2026 If your sales team works in Microsoft Outlook while Salesforce is your CRM, a Salesforce Outlook plugin can bridge the gap between the two. But in 2026, “Salesforce Outlook plugin” can mean several different things. Salesforce has a native Outlook integration, Einstein Activity Capture, and Salesforce Inbox. There are also third-party activity capture and revenue intelligence platforms that extend what the native tools can do. The right choice depends on a simple question: Do you just need Salesforce inside Outlook, or do you need Outlook activity to become reliable, structured Salesforce data? This guide explains what Salesforce Outlook integration looks like today, what the native option does well, where it can become difficult at scale, and when it makes sense to consider alternatives. Get our latest insights into your inbox What is a Salesforce Outlook plugin? The Salesforce Outlook integration is a Microsoft Outlook add-in that brings Salesforce functionality into Outlook. Instead of switching between Outlook and Salesforce, users can work with Salesforce records while reading and sending email. Depending on configuration, users can: View Salesforce information from Outlook Match emails to Salesforce records Log emails and calendar events Create Salesforce records from Outlook Relate emails and events to accounts, contacts, leads, opportunities and other supported records For automatic activity capture, Salesforce also provides Einstein Activity Capture (EAC). EAC can automatically capture email and calendar activity from connected Microsoft accounts and associate it with Salesforce records. So there are really two parts to the modern Salesforce Outlook experience: Outlook Integration = Salesforce functionality inside Outlook Einstein Activity Capture = automatic email and calendar activity capture Salesforce Inbox can add further email productivity capabilities for organizations with the appropriate licensing. Salesforce for Outlook vs. Outlook Integration If you’re reading older articles about Salesforce Outlook integration, you’ll encounter Salesforce for Outlook. That is the legacy product. Salesforce for Outlook is no longer supported, although Salesforce says it will continue functioning until its planned retirement in December 2027. Salesforce recommends migrating to Outlook Integration and Einstein Activity Capture instead. So if you’re implementing Salesforce and Outlook today, don’t build a new deployment around Salesforce for Outlook. The current architecture is the Salesforce Outlook add-in plus the appropriate activity-capture capabilities. What does Salesforce Outlook integration do well? For straightforward Salesforce environments, the native integration is a strong starting point. Salesforce inside Outlook: Reps can access Salesforce records without constantly switching applications. Email and event logging: Users can relate emails and meetings to Salesforce records directly from Outlook. Record creation: A rep can create supported Salesforce records from an email rather than manually opening Salesforce. Automatic activity capture: Einstein Activity Capture can remove the need for reps to manually log every email and calendar event. Native Salesforce architecture: Because the solution comes from Salesforce, it works within the Salesforce ecosystem, permissions model and automation framework. For a team that primarily wants to simply put Salesforce in Outlook and capture their reps’ activity, the native solution may be all they need. The complexity starts when “capture activity” becomes “capture all of our revenue activity accurately.” Where Salesforce Outlook integration gets complicated at scale The native integration works well for simple use cases. Enterprise revenue organizations, however, often have requirements that are considerably more complex. 1. Shared mailboxes Sales teams often work from addresses such as: sales@ support@ partnerships@ renewals@ customersuccess@ These aren’t individual user accounts. Salesforce documents limitations around Outlook shared mailboxes: true Outlook shared mailboxes aren’t supported in Microsoft add-ins, while certain shared-folder configurations with delegated access can be supported. This matters because the email address, Salesforce user, account and ownership of the customer relationship may all be different things. If shared mailboxes are central to your workflow, test this before rolling out the integration. 2. Email aliases Large organizations may have people using multiple addresses: alex@company.com alex@brand.com alex@acquiredcompany.com The challenge isn’t sending the email. It’s recognizing that these addresses may belong to the same person. Alias-based matching can create problems with contact identification and calendar attendees, particularly in complex organizations with multiple domains, subsidiaries or acquisitions. If your business uses aliases heavily, validate how the integration handles them before deployment. 3. Custom Salesforce objects Salesforce’s Outlook Integration can allow users to relate activity to supported custom-object records. But there’s an important distinction between a rep can manually associate this email with a custom record, and a system that can automatically determine which custom record this activity belongs to. The latter is much harder. If your Salesforce architecture revolves around custom objects such as subscriptions, projects, implementations, engagements or partner relationships, you’ll want to understand exactly how automatic activity matching works. Salesforce provides configurable matching logic through its Activities: Match Email to Records Flow, but sophisticated organizations may need additional configuration to make their matching rules work reliably. 4. Multi-attendee meetings A meeting isn’t just a calendar event. It can tell you who is involved in a deal. Consider a meeting with: An economic buyer A champion A technical evaluator Procurement An executive sponsor Your AE and SE Capturing the meeting is useful. Knowing who attended and what role each person plays is considerably more valuable. Salesforce states that Einstein Activity Capture can sync combinations of Salesforce users, contacts and leads for up to 50 attendees per event. But calendar synchronization shouldn’t be confused with buying-group intelligence. Knowing that six people attended a meeting doesn’t automatically tell Salesforce that one is the champion and another is procurement. 5. Historical activity Connecting Outlook today doesn’t necessarily answer the question: “How do we get our historical customer interactions into Salesforce?” This matters for organizations with: Long sales cycles Years of customer relationships Existing open opportunities Acquired companies New CRM implementations Former employees Salesforce provides historical email migration and retention capabilities through its activity-capture architecture, but the available history depends on configuration and migration options. If historical activity matters, evaluate the actual lookback period, migration process

einstein activity capture thumbnail
Buyer's Guide

Einstein Activity Capture: What It Is, How It Works, Limitations & Alternatives

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Einstein Activity Capture: What It Is, How It Works, Limitations & Alternatives Buyer’s Guide 15 min August 27, 2026 If your sales team works in Gmail or Outlook while your revenue teams work in Salesforce, there is an obvious gap: customer activity happens outside the CRM. Emails are sent. Meetings happen. New stakeholders enter conversations. But unless that activity makes its way into Salesforce, your CRM can never provide a complete picture of the customer relationship. That’s the problem Einstein Activity Capture (EAC) is designed to solve. Einstein Activity Capture automatically captures email and calendar activity from connected Microsoft or Google accounts and associates it with relevant Salesforce records. It reduces manual data entry and gives sales teams greater visibility into customer interactions. (Salesforce) Before Summer ’25, captured EAC email data lived outside standard Salesforce records. It wasn’t available to many Salesforce Platform features, couldn’t be exported in the same way as standard records, and was subject to EAC-specific retention limitations. Starting in Summer ’25, Salesforce introduced Sync Email as Salesforce Activity. With it enabled, EAC stores captured email as standard Salesforce ‘Task’ and ‘EmailMessage’ records. The data can be used in standard reports, workflows, triggers, SOQL and APIs. (Salesforce) Salesforce is now migrating older EAC implementations to the new architecture as well, with automatic migration dates rolling out during 2026. (Salesforce). This guide looks at how Einstein Activity Capture works in 2026, what it does today, what it costs, where it stops, and what to do about it. Get our latest insights into your inbox What Is Einstein Activity Capture? Einstein Activity Capture is Salesforce’s activity-capture capability for automatically bringing email and calendar activity into Salesforce. It connects with Microsoft and Google accounts and can capture emails, calendar events, contact activity and meeting activity. Captured emails can now be stored as Salesforce EmailMessage and Task records and associated with relevant users, contacts, leads, accounts and opportunities. Salesforce’s matching logic can also be customized using Flow. (Salesforce) The basic workflow is: Gmail / Microsoft 365 → Einstein Activity Capture → Email + calendar activity → Salesforce records → Reports + automation + APIs + AI For many organizations, that’s exactly what they need. The question is what happens after the activity reaches Salesforce. How to Set Up Einstein Activity Capture Setting up Einstein Activity Capture involves three main steps: connect your email account, configure capture settings, and configure how Salesforce matches activity to CRM records. 1. Check your prerequisites Before you begin, make sure: You’re using Salesforce Lightning Experience with the required EAC license. Your organization uses a supported Microsoft 365/Exchange or Google Workspace environment. Your Salesforce admin has the required permissions. Your Microsoft or Google administrator is available to approve the required OAuth/connection permissions. For Microsoft 365, Salesforce now uses Microsoft Graph for EAC connections. 2. Connect your email and calendar In Salesforce: Setup → Quick Find → Einstein Activity Capture → Settings From here, an admin can configure the EAC connection and capture settings, then assign users to the configuration. Depending on your setup, you can configure: Email and calendar capture Privacy settings Header-only email capture Sync Email as Salesforce Activity The last option is particularly important in current EAC implementations because it stores captured email as standard Salesforce activity records such as EmailMessage and Task. 3. Configure email-to-record matching Salesforce uses the Activities: Match Email to Records Flow to determine which Salesforce records captured emails should be associated with. Find it under: Setup → Flows → Activities: Match Email to Records The default Flow matches email addresses against Users, Contacts, Leads, Accounts and Opportunities. Admins can use Save As to create a customized version if they need different matching logic. 4. Test before rolling it out Send a few test emails and verify that they’re being associated with the right Contact, Lead, Account or Opportunity. This step matters because capturing an email and correctly associating it with the right CRM record are two different things. In short: Connect → Configure capture → Configure matching → Test. That is the setup flow a Salesforce admin actually needs to follow. What Einstein Activity Capture Does Well If you’re evaluating Salesforce activity capture options, EAC is generally a good fit for organizations that want core activity capture up and running quickly, without investing heavily in custom configuration or development. It tends to work best when you’re looking for: 1. It removes manual activity logging Sales reps don’t have to remember to manually log every email or meeting. That’s still EAC’s fundamental value proposition. 2. It is deeply integrated with Salesforce For organizations already running Salesforce, EAC provides a native way to connect email and calendar activity with CRM data. 3. Captured email is now Salesforce data With Sync Email as Salesforce Activity, captured emails can be used by standard Salesforce reports, workflows, triggers and APIs. (Salesforce) 4. Matching can be customized Salesforce provides the Activities: Match Email to Records Flow, which administrators can customize to change how captured emails are associated with CRM records. (Salesforce) 5. Salesforce is continuing to invest in the architecture Salesforce is retiring its older Activity 360 Reporting, Activity Metrics and Activities Dashboard capabilities in favor of standard Salesforce activity data. (Salesforce) So the fair assessment isn’t: “EAC is an old, limited activity-capture tool.” It’s: EAC has become a more capable Salesforce-native activity data layer. Einstein Activity Capture Limitations in 2026 The important question in 2026 isn’t whether EAC can capture activity. It can. The question is whether capturing activity automatically gives revenue teams the intelligence they need. Often, it doesn’t. 1. Email aliases aren’t supported Salesforce’s own documentation states that EAC sends email only from the connected account and that alias addresses aren’t supported. Email aliases also can’t be authenticated as separate connected accounts. (Salesforce) For organizations where reps operate with multiple sending identities, this can create gaps between the way people communicate and the way Salesforce captures that communication. 2. EAC doesn’t automatically create an Opportunity Contact Role (OCR) from every interaction EAC

CRM, RevOps

Fix Your CRM Data Quality to Drive More Revenue

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Fix Your CRM Data Quality to Drive More Revenue Product 11 min Updated: August 17, 2026 Your CRM has more data in it than ever. Organizations run an average of hundreds of thousands of records through their CRM, and that number only grows: marketing collects data through campaigns, sales through client interactions, support through calls. The volume keeps climbing every quarter. Volume was never the problem. It’s the quality of that data that actually moves the revenue needle, and by that measure, most organizations are in real trouble. Fewer than half of organizations report that even 50% of their CRM data is accurate, and confidence in that data to actually drive go-to-market decisions runs lower still. Without trustworthy CRM data, go-to-market motions fail to deliver. Customer churn, lower employee morale, weak ROI on the rest of your tech stack, and misalignment between customer-facing teams all trace back to the same root cause: revenue leaking out through data nobody can fully trust. Get our latest insights into your inbox Inefficiencies Plaguing Your CRM Data Quality Even after decades of existence, CRMs still haven’t evolved from a system of record into a system of genuinely actionable insight. Most of that failure has less to do with how a CRM functions and more to do with the data it’s actually operating on. 1. Missing Data CRMs put the burden of data entry on reps manually uploading it, and most of it simply never makes it into the system. That leaves out critical revenue data, and every gap is a missed opportunity hiding in plain sight. 2. Data Decay CRM data decays fast. Current research converges around 22.5% annual decay for typical B2B contact data, with some sources citing figures as high as 70% depending on industry and record type, tech and healthcare contacts tend to decay faster than finance, for instance. Using data that’s no longer accurate sends sales and marketing down the wrong path entirely, targeting the wrong people at the wrong time with a message built on outdated context. 3. Data Silos Most CRM data sits in silos. Sales keeps its own data; marketing runs its own stack. That lack of coordination means both teams optimize for their own goals rather than a shared one, and without unifying data from every source into a single source of truth, campaigns can’t deliver the targeted, personalized value buyers now expect. 4. Poor Quality Data Incorrect or outdated data sits in a CRM even as the real world keeps changing underneath it: people leave roles, companies grow past a segment, mergers happen, a buyer moves to a competitor. Knowing about these changes is critical for a successful campaign, and stagnant CRM data simply never captures them. How Poor CRM Data Quality Affects Revenue Be careful what you feed your CRM, or you get a textbook case of garbage in, garbage out. You can’t expect meaningful insight from a system built on an unreliable source. Data is what gives you visibility into where to improve, which leading indicators to focus on, and where the revenue funnel is about to break before it actually does. If the underlying data is compromised, none of that visibility is real. 44% of organizations estimate they lose more than 10% of annual revenue to poor data quality, and that leakage shows up across the business in several distinct ways: 1. High Employee Turnover CRM users, your own employees, are hitting a saturation point. A majority say they’d consider leaving if their organization doesn’t invest in a real CRM data quality plan. In a market where talent is genuinely scarce, that turnover means real time and money lost to hiring, onboarding, and re-engaging replacements. 2. Poor Sales Forecasting Forecast quality has a direct line to revenue. A poor forecast is what happens when bad data feeds a system that’s supposed to predict what closes each quarter, and the result is resources wasted chasing outcomes that were never realistic to begin with. 3. Poor ROI From the Tech Stack Every tool in the stack, CRM included, only delivers ROI when it has good data to work with. Without it, those tools stay expensive shelfware, eating budget without delivering value anyone can point to. 4. Poor Targeting Pulling every contact and running one uniform campaign is long past its expiration date. Today’s buyers expect hyper-personalized messaging, which requires marketing teams to have real, high-quality data on their contacts, not just a name and an email address. CRM data tells you who to target; it rarely tells you why. Bad data compounds that gap, sending the wrong message to the wrong customer for a problem they may not even have, which puts brand reputation at real risk. How to Address the CRM Data Quality Issue A strong data foundation is the first step. Once you have one, the next step is a system that continually enriches, maintains, and updates that data going forward. If a contact leaves their organization, your system should catch that automatically. If a new stakeholder joins the buying committee you’re pitching, that contact should get captured without anyone manually uploading it. Raw data is still useless on its own. Layer revenue intelligence on top of high-quality CRM data, and you get the data-driven insight that actually generates more revenue. 1. Build a Strong Data Foundation Third-party data quality and compliance are both increasingly questionable, and third-party data is on its way out as privacy law gets stricter. First-party data, the information a user shares directly with you, with consent, an ebook download, a webinar registration, avoids the problem at its source. It’s unique to you, privacy-compliant, accurate, low-cost, and genuinely marketable. Organizations report up to a 66% increase in revenue from clean, enriched first-party data, with campaign response rates improving by roughly 20% and close rates by 15% within six months of real enrichment. 2. Automate CRM Data Capture Forcing reps to manually upload contacts has never worked and never will. Manual upload fills the CRM with inaccurate, incomplete

Product

How Nektar Puts CRM Data Hygiene on Auto Pilot

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How Nektar Puts CRM Data Hygiene on Autopilot Product 11 min Updated: August 17, 2026 Data automation isn’t new. Zoom out and you’ll find plenty of solutions in the category: workflow automation tools like Zapier, Workato, and Syncari; digital adoption platforms like WalkMe and Whatfix, which offer automation capabilities of their own; and a long tail of sales tools that sync website leads into a CRM. Fewer specialize in syncing emails into Accounts specifically, and fewer still handle syncing Contacts and Activity data into Opportunities, the handful that do generally offer it either through manual workflows or automated syncing that only reaches the Account level, not the Opportunity level. Mastering genuinely zero-adoption, fully automated CRM data syncing requires deep expertise in three things: the objects and fields of a CRM and how they interact, the sales process nuances that interact with those CRM elements, and the ability to connect the two into real logical inferences. That third piece is the hardest, and it’s where Nektar is purpose-built specifically for contact and activity capture, backed by an extensive library of logical inference under the hood. Here’s how it actually works. Get our latest insights into your inbox 1. Depth and Breadth of Data, With Unmatched Sync Accuracy Accurately Managing Data Sync in Accounts With Multiple Opportunities Automated capture of contacts, emails, and events for an account with a single open opportunity is table stakes. The real power shows up as sales process complexity increases. As companies scale, so do their sales motions. Teams start running multiple open opportunities on the same account: same product, new team; same product, new market; new product, same team; or some combination. Most existing data automation solutions, including tools outside revenue operations entirely, offer one of three syncing methods: Manual selection of the correct opportunity in an inbox sidebar, with some fields auto-populated and some not, requiring rep confirmation Automatic sync, but only at the Account level, and only if the contact already exists in that account Automatic sync at the Opportunity level, but into custom fields, which creates a reportability problem down the line All three introduce their own new headaches, and RevOps teams don’t need more of those. What’s missing from each is Nektar’s proprietary machine learning model, Opportunity Affinity AI, the core of Nektar’s sync accuracy. Opportunity Affinity AI weighs multiple inputs: the people in the From, To, and cc fields, the frequency of engagement with the people in To and cc, and the number of completed activities with everyone involved. A graph gets built connecting everyone associated with the current activity, alongside past activity across every possible Opportunity and Account those contacts touch. A confidence score gets assigned to contacts and activities based on that graph, which determines which Opportunity they actually sync into. Managing Complex Combinations: A Unique Capability Most sales tech that captures activity delivers on that specific promise. Capturing contacts alongside activity is rarer, and handling complex real-world combinations of the two is rarer still. Nektar handles scenarios most tools can’t: Leads and Contacts: Capturing independent activity for both is table stakes. Nektar checks whether the email domain matches an existing Salesforce Account. If it matches, Nektar prioritizes syncing to the Account and its Contacts over the Lead record. If the Account exists but a contact doesn’t, Nektar creates that contact automatically. Say a rep gets an email from John (a contact at Acme, which exists on Salesforce), with Barney (an existing Lead) and Jane (who doesn’t exist on Salesforce at all) in CC. Nektar syncs the activity to the Acme Account and creates a new Contact for Jane, automatically. Any combination of leads and contacts, one lead and two new contacts, three leads and one existing contact, three leads and no contacts at all, gets handled the same way. Rep in CC: In complex, multi-stakeholder evaluations, a prospect will often email a colleague directly and CC the sales rep. Nektar captures this too. If the colleague isn’t yet in Salesforce, Nektar creates the contact in the Account and associates it with the open Opportunity. Closed opportunities: A common Customer Success scenario: a deal closes and the Opportunity closes with it, but contacts keep emailing the CSM afterward. Nektar keeps capturing that activity, syncing it at the Account level since the Opportunity itself is closed. A mix of open and closed opportunities: If an outgoing email has the rep in From, a contact from an open Opportunity in To, and a contact from a closed Opportunity in CC, the activity syncs to the open Opportunity, since that’s the deal actually affecting the pipeline. Activity between a prospect and a rep’s colleague: If a rep’s colleague emails the prospect directly without the rep on the thread, that activity still syncs at the Account level of the rep’s open Opportunity. If the rep is CC’d instead, it syncs directly to the Opportunity. Activity to a non-sales contact at the seller’s own company, with the rep in CC, also gets captured. Activity involving both Salesforce and non-Salesforce users gets captured on both sides. Contacts and activity across multiple child domains under one parent domain get captured and correctly associated. 2. Sync Into Standard Objects for Better Reportability A simple but meaningful differentiator: Nektar syncs contacts, emails, and meetings into standard Salesforce objects, not a proprietary data structure sitting alongside your CRM. That matters directly for any operations professional who has to build reliable reports on top of this data. Custom objects are supported too, but standard-object sync is the default, precisely because it’s what makes the data actually usable by the reporting your team already runs. 3. Time Travel: Retroactive Context, Not Just Ongoing Capture The mark of a strong seller is that they’re always prospecting, which means engaging contacts long before those contacts exist anywhere in Salesforce. Eventually, after weeks or months of that groundwork, an opportunity lands and an Account gets created. This is where Time Travel does its work. Nektar senses the new Account through domain matching, connects it to

RevOps

A RevOps Guide to Conquer Bad Data

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Mastering the Data Battle: A RevOps Guide to Conquer Bad Data RevOps 12 min Updated: August 17, 2026 Most organizations, particularly those scaling quickly, face an extensive challenge with poor-quality data. It keeps businesses from maximizing opportunity, contact, account, and intent data to actually improve revenue growth. We discussed this directly with RevOps and data expert Melissa McCready, Founder and CEO at Navigate Consulting Group. Melissa has 20 years of experience across CRM, marketing automation, and customer success, and has consulted on more than 300 revenue and growth operations projects. From her experience, here’s what’s actually driving the bad data problem, and how to convert data from a liability into an asset. You can listen to the full conversation with Melissa here:  Get our latest insights into your inbox First, What Is Bad Data? Data is the fuel that keeps a revenue engine running, but it’s not about having tons of it. It’s about having data that’s clean and complete enough to draw the right insight and make good business decisions from. Leads being misrouted, pipeline growth failing, forecasts and accurate customer insights, plays and interactions are based on data. When hygiene isn’t prioritized, there’s a snowball effect, and it gets worse fast. Melissa McCreadyFounder & CEO, Navigate Consulting Group The specific things worth worrying about: inconsistent, incomplete, inaccurate, siloed, duplicate, and non-compliant data. Bad data doesn’t enrich the revenue process, it actively undermines it. Every decision made on flawed data is a step forward and three steps back. Why Is Bad Data Still a Challenge in 2026? Bad data isn’t a new problem. It’s one that still needs solving, and the volume of data involved keeps growing every year, which makes the problem harder to ignore, not easier. 1. Data Leakage For 48% of sellers, incomplete data is their single biggest challenge. Data is supposed to give you full visibility into your pipeline, your improvement areas, and your leading indicators, yet a large share of opportunity data never actually makes it into the CRM at all. A few reasons this happens consistently: reps miss entering data points manually, reps aren’t trained on all of a CRM’s functionality so they skip parts of it, and complicated workflows fail to capture key information in the first place. The result is missed, poor-quality data entering the tech stack, data leakage in practice, not just in theory. Clean data is what enables a lead’s seamless journey from first conversation all the way through to cash. It shows exactly what stage of the buyer journey a lead is actually at, and how to add value at each specific touchpoint. Situations change mid-deal too, a key stakeholder leaves the buyer’s organization, or the company gets acquired, and your contact data has to reflect that. Without regular updates, a CRM decays quietly, and you lose the ability to accurately validate who’s actually still in the buying group. 2. Disconnected Systems It depends on how things are structured, even from an organizational perspective. Where Sales is owning Salesforce, and customer success is owning Gainsight, and marketing is owning Marketo and Hubspot. And when they own that, what does that mean on these controls? Melissa McCreadyFounder & CEO, Navigate Consulting Group Tools across the tech stack capture large amounts of data from buyer-seller conversations. The problem is when those tools don’t talk to each other, and the data never flows into the rest of the stack. Quality data ends up stuck in inboxes, chats, calendars, meeting notes, and call transcripts, genuinely useful information trapped in a tool nobody else on the team can see. Without a single source of truth, a CRM connected to every adjacent tool actually uses, none of those tools deliver their full value, and you can’t build a complete picture of the buyer journey from fragments scattered across five different systems. 3. Missing Leadership Buy-In Number one reason that data goes in, is, it starts with decisions and it starts with people making decisions about it. It really comes back to making the decisions and it is the people making the decision decisions. It’s not a system where people like to blame. Who put the systems in they didn’t get there on their own so it’s the people. Melissa McCreadyFounder & CEO, Navigate Consulting Group Only 19% of business leaders consider CRM data a high-priority initiative for their organization. Compounding the problem, bad data restricts managers from coaching reps effectively and limits 27% of them from hitting quota at all. When leadership doesn’t prioritize clean data or regulate poor-quality data, the entire company bears the cost. Poor data culture trickles down from the top, and it snowballs into low-quality practices that hurt customer experience and trust well before anyone traces the problem back to its actual source. 4. No Data Governance Strategy in Place Self-reporting and recurring data inefficiencies amplify decay, feeding teams incorrect information and building distrust in the data itself. Reps also resist dropping dead leads from the pipeline, assuming a fuller pipeline looks better, but a bloated pipeline built on stale data just skews every insight built on top of it, and reps waste real time chasing opportunities that were never actually live. First of all, I think having control of the data is really the biggest data challenge. From knowing where the data originated to who can modify it, what process dirves the data collection, the data quality itself and data governance. Melissa McCreadyFounder & CEO, Navigate Consulting Group Not cleaning data at regular, consistent intervals is itself a sign of missing governance, and without a governance strategy, no one actually owns the data as a single source of truth. That’s a recipe for exactly the kind of disaster this whole guide is about. 5. Over-Reliance on Manual Processes The growing revenue tech ecosystem gives businesses more tool options than ever, and many organizations buy and deploy several at once. Reps don’t share leadership’s enthusiasm for this: 66% report feeling overwhelmed by the sheer number of revenue tools they’re

CRM

8 Steps to Maintain CRM Data Hygiene

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8 Steps to Maintain CRM Data Hygiene CRM 10 min Updated: August 17, 2026 A CRM is one of the steepest investments in your tech stack, and even the most expensive or functionally superior one won’t work if the data inside it isn’t clean. A CRM needs good-quality data to actually do its job, and that’s a question of quality, not volume. Dirty CRM data shows up in plenty of forms: incorrectly entered data, duplicate records, data that never made it in at all, or data that’s simply no longer relevant. Every one of these turns a CRM into a cost center that depletes value over time rather than creating it. Making CRM data hygiene a real priority is necessary to hit revenue goals, and manual cleanup sessions aren’t the answer. You need a genuine strategy for dealing with bad data, and the right technology to support it. This guide covers what CRM data hygiene actually means, why it matters, what ignoring it costs, and eight steps to a real strategy, drawn from RevOps practitioners who’ve made data hygiene their focus. Get our latest insights into your inbox What Is CRM Data Hygiene? Multiple sources push data into a CRM every day, and your GTM team uses that data to draw insight and make real decisions. CRM data hygiene is the ongoing process of making sure the data entering and staying in your CRM is clean, complete, and accurate, at all times, not just after a cleanup project. If the data is full of errors, every action sales, marketing, or customer success takes on top of it falls flat, or worse, leads directly to revenue leakage. A properly built CRM data hygiene strategy keeps data clean and enriched continuously, which means the workflows your GTM team runs on top of it deliver real returns consistently, not just right after a cleanup. The Impact of Poor CRM Data on Your Revenue Missing data is a large piece of the problem, but far from the whole picture. Your CRM is likely infested with several distinct data quality issues: 1. Stale Data CRM data decays fast. Current research puts typical annual decay at around 22.5%, with some industries and record types running as high as 70%, tech and healthcare contacts tend to decay faster than finance, for instance. 2. Incorrect Data Human data entry is inherently error-prone. Most organizations still depend on reps to manually update CRM data, and reps end up entering incorrect information as a simple matter of course, not because anyone’s being careless. 3. Irrelevant Data Customer data keeps changing. People leave roles, companies grow past a segment, mergers and acquisitions happen, or a buyer moves to a competitor, and none of these changes automatically make their way into the CRM. These inefficiencies compound into real financial cost. Gartner’s widely cited estimate puts the average cost of poor data quality at $12.9 million per organization annually, and IBM research, cited by Harvard Business Review, puts the total cost of bad data to US businesses at approximately $3.1 trillion a year. Asia CorbettSenior RevOps Manager, Bread Financial Another big challenge for Revenue Operations teams is missing data. It’s the manual versus automated piece. What information is our revenue teams having to manually enter into the system. And if they don’t do that, or do it incorrectly, that affects the data integrity of your operations. How Poor CRM Data Hygiene Makes You Bleed Revenue 1. Increasing Tech Debt Every tool in your stack performs only as well as the CRM data feeding it. Poor-quality data means those tools fail to deliver the value or ROI they were bought for, and over time, the stack bloats with tools quietly not earning their keep. 2. Scattered Buyer’s Journey Poor-quality CRM data creates a false picture of where a buyer actually is. A rep selling based on the CRM’s stage while the buyer is genuinely somewhere else entirely means both sides fall out of sync, and that mismatch is exactly where opportunities get missed. 3. Poor Forecasting Insight built on bad CRM data fails to predict revenue accurately quarter after quarter. That failure has a direct, compounding effect on resource allocation, and eventually on revenue itself. Asia CorbettSenior RevOps Manager, Bread Financial If you don’t have good data, you can’t forecast. If you can’t forecast, you can’t build a scalable and repeatable sales motion. You don’t know what your pipeline is going to be. Or what money is going to come in. 4. Poor Rep Productivity Reps spend real time on manual CRM entry, or hunting for data the moment a report is due. Bad data also distorts prospecting directly, since reps may be reaching out to the wrong people from the start based on what the CRM tells them. Rosalyn Santa ElenaFounder, The RevOps Collective The manual entry aspect has a huge impact on rep productivity. it’s not just the time that it takes for them to manually put the data, but the employee satisfaction and motivation factor gets affected too. With data not being in systems like CRM, reps have to spend a lot of time looking for that data. 5. Failed Marketing Campaigns Bad CRM data produces a string of campaign failures that can genuinely damage brand reputation. An ABM campaign built on a list of stale contacts, for instance, spends real budget on an idea that was never going to convert. Asia CorbettSenior RevOps Manager, Bread Financial You can’t run any marketing campaigns if you don’t have any contact information in your CRM. And it could be mixed with other data. And if there’s not some governance around it, your marketing manager just goes like – Oh! I’m just going to pull this list and I’m going to put them in a campaign or sequence. What about all the people that failed because they don’t have email addresses? There’s some downstream impacts there. If you don’t have good data, you can’t run marketing campaigns. That affects your funnel. Why Is

Marketing, Sales

How to Drive Sales and Marketing Alignment With Unified Data

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How to Drive Sales and Marketing Alignment With Unified Data Sales, Marketing 13 min Updated: August 14, 2026 Sales and marketing alignment is a huge, ongoing problem. Roughly 9 in 10 sales and marketing professionals say their teams are misaligned, worrying in a business environment that only moves faster every year. Because sales and marketing performance gets measured differently, both teams end up using different approaches and systems, producing disjointed content, maintaining a passive relationship, and setting disconnected goals. All of it leads to real revenue leakage. Get our latest insights into your inbox What Is Sales and Marketing Alignment? Sales and marketing alignment is the ongoing set of processes both teams use to collaborate seamlessly across the full range of revenue-generating activity, not a single initiative with a defined end date. It matters more in a digital, distributed business environment, where teams are scattered across geographies and increasingly remote. Alignment isn’t an outcome you reach once, it’s a continuing joint effort, and a large majority of sellers and marketers feel poor alignment actively hurts both the business and the customer experience. Misalignment most commonly shows up when marketing hands off leads without complete or current contact information, when both teams set disconnected revenue goals based on their own separate strategies, or when communication between the two is simply muddled. Cross-functional collaboration smooths these bumps out, and the first real step toward it is putting unified data at the center of the process. A Peek Into Unified Data Data volume keeps growing every year, and it’s growing faster than most estimates from even a few years ago suggested. The real challenge has never been generating data, it’s creating value from it. Nearly half of employees find it genuinely difficult to share information across teams because of poorly integrated systems, and the result is the same dirty data pattern showing up everywhere: incomplete, inaccurate, non-compliant, outdated, inconsistent. This doesn’t just hurt rep performance, it hurts the customer experience directly, a majority of reps believe organizational silos negatively affect how a prospect experiences their team. Unified data solves this by combining data from disparate sources and disconnected systems into a single, central view, capturing data across the sales and marketing tech stack so everyone works from the same picture. It also drives better customer engagement, reduced churn, and higher ARR. Forrester’s research highlights how much buyer engagement now happens before a deal closes: buyers commonly contact sellers five or more times before closing, expect instant answers to complex questions to shorten the cycle, and a large share do substantial independent research before ever talking to sales. That journey leaves behind data breadcrumbs with real insight in them, if a team is actually set up to see it. Making the most of that engagement means sales and marketing need continuous data exchange, not a periodic handoff. New prospect information keeps arriving, and it needs to be accumulated, managed, and kept current so both teams have it at their fingertips. That’s the specific problem unified data solves, and automation, paired with AI for contextual insight, is what makes it work at real scale. Marketing data sales can use: lead and organizational data, lead scoring and qualification results, customer behavior and intent analysis. Sales data marketing can use: connecting campaign objectives and performance directly to revenue, nurturing leads with genuinely relevant content, and building lookalike models of sales-ready leads for new prospecting. The Need for Sales and Marketing Alignment Misalignment between sales and marketing is estimated to cost businesses more than $1 trillion annually, a figure tracing back to Harvard Business Review and IDC research that’s still actively cited in current studies on this exact topic. Sales and marketing have conventionally operated as separate worlds, with different objectives, revenue goals, and processes, creating friction that keeps both from operating at their best. In today’s dynamic environment, where events like economic instability can shift the landscape quickly, a disconnected sales-marketing relationship simply isn’t viable for sustained growth anymore. The buying process itself keeps getting more complex, too. Businesses need to build trust and real relationships, and the buyer today is a buying group, key stakeholders across multiple departments, not one person. Gartner’s research puts the current average at 6 to 10 stakeholders per deal, with enterprise deals frequently reaching 17 or more, and a large majority of B2B deals now involve at least three buying-group members. That buying group wants to engage with multiple people on the seller’s side too, evaluating the company, its process, and its offering as a whole, not just one rep’s individual pitch. As the buying process evolves, so does the customer journey. Traditionally, that journey ended at deal closure. In the modern, bow-tie-shaped funnel, it continues well past close, into onboarding, driving real impact, and sustaining growth, and for subscription businesses specifically, post-sale service and retention matter as much as the initial close, sometimes more. Most SaaS businesses rank customer retention as a genuinely high priority, and for good reason: happy customers are highly likely to purchase again, and companies with strong post-sale support see meaningfully higher repeat-customer rates. At the same time, buyers increasingly want less direct involvement from a rep during the process itself. A majority prefer a rep-free purchase experience where possible, and while selling has become more remote than ever, virtual sales execution still tends to fall short of the win rates teams actually expect. Sales and marketing alignment is a real part of solving that gap, but it has to be more than an exchange of information between the two teams, it has to be a genuine exchange of ideas. Best Practices for Sales and Marketing Alignment With Unified Data Organizations with genuinely well-aligned sales and marketing functions see measurably higher customer retention and higher sales win rates, and strong cross-functional collaboration has been linked to significant increases in key customer spend. Here’s how to actually get there. 1. Define Shared Goals and Strategies Start by establishing common ground through shared Objectives and Key Results,

CRM, Sales

10 Ways Enriched CRM Data Improves Sales Productivity

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10 Ways Enriched CRM Data Improves Sales Productivity CRM, Sales 10 min Updated: August 11, 2026 A CRM is one of the most potent tools in a salesperson’s arsenal, and growing digitization should be making it stronger every year. The reality often falls short. CRM data decays fast, Dun & Bradstreet’s research puts annual CRM data decay at around 70%, with a large share of CRM data incomplete at any given time, and the cost of running a manual system on bad data adds up quickly. The impact on reps is real: combing through multiple tools to extract one useful insight for a single deal, and losing real selling time to making sure CRM information is even accurate to begin with. Could better CRM data actually fix this? This guide covers ten specific ways enriched CRM data drives sales productivity, and where AI fits into each. Get our latest insights into your inbox Enriched CRM Data = Better Data Reps want as much visibility on a prospect as possible for an effective deal: names, email, deal size, phone number, and more, and for multithreaded deals, that same information across every stakeholder involved. Raw data pulled from several sources may or may not actually be accurate, and about half of salespeople believe a more effective CRM system would directly improve their productivity. CRM data enrichment is what turns that raw pool into something usable, verifying existing information and adding the supplemental detail that’s actually crucial to closing a deal. It’s a different process than data cleansing: cleansing removes wrong or unusable information, while enrichment verifies what’s accurate and adds new, useful information on top of it. AI Plays a Key Role in Data Enrichment Gartner has identified CRM data entry as a task particularly well suited to AI. AI enriches CRM data by automating the structuring and filtering of raw data, work that’s genuinely time-consuming for a person, and can perform more complex tasks too: predicting, forecasting, recommending, transcribing conversations, qualifying leads, and feeding them into the CRM automatically. As the CRM market keeps growing, so does the practical need for AI to keep pace with the data volume involved. How Enriched CRM Data Improves Sales Productivity Nearly half of all reps feel their process and workflow is too complicated, and that complexity shows up directly as a productivity problem. Here are ten specific ways AI-enriched data helps. 1. Automate Sales Tasks Sales professionals spend a meaningful chunk of their week on CRM data entry alone, adding up to something close to a full day’s work. With data enrichment, reps can offload real tasks: automated, personalized nurture emails, lead reassignment when a rep is unavailable, scheduled follow-ups so nothing slips, engagement tracking (email opens, response rates, task completion), and pipeline management that flags deals sitting past a feasible time-to-convert. Time management is a well-established productivity lever, and giving reps tools that remove friction from the process lets them stay fully committed to it rather than context-switching constantly. Nektar’s Data Foundation, for instance, automates CRM data entry from multiple first-party sources, helps manage the pipeline, and frees up real time for reps to focus on what actually drives revenue: selling. 2. Get Higher-Quality Lead Capture and Predictive Scoring Tracking every stakeholder gets harder as deal size grows. A champion leaving mid-deal, through a role or job change, means re-nurturing every other stakeholder from scratch if a rep hasn’t tracked them all along the way. AI-powered enrichment updates contact details in real time. If a champion loops in a CMO, a CFO, and an IT head across several email threads over time, and then leaves the conversation entirely, a rep doesn’t need to comb through old threads to reconstruct who else is involved, the data is already captured. Enrichment covering demographic, geographic, and financial detail also supports higher-quality predictive lead scoring, letting reps focus on genuinely engaged prospects who fit the ICP rather than assigning scoring values by hand. Buying Group Intelligence is built specifically around this problem, automatically capturing contact data from first-party sources like email, calls, and meetings for accurate lead capture and scoring. 3. Understand Buyer Intent Single-level contact data, a name and an email, doesn’t hold enough transactional, demographic, or behavioral detail to build real trust and rapport. Reps need genuinely complete data to explore patterns, needs, and buyer personas at any depth. Enriched CRM data surfaces additional context too, transaction history, competitor detail, business model, and purchase triggers, all of which support segmentation, personalized interaction, and more targeted campaigns. 4. Enable Personalized Experiences Missing data, incomplete contacts, and mismatched records have long limited a traditional CRM to being a passive data repository. AI is what’s letting CRMs act as an actual personalization guide instead. Buyers expect brands to understand their priorities deeply, and confidence in delivering that kind of personalization at scale remains low across most organizations, which is exactly the gap AI-enriched data addresses. AI-enriched CRM data analyzes large datasets, recommends how to move a specific deal forward, and supports a real customer journey built around targeted segments rather than a single generic pitch for everyone. 5. Avoid Missed Opportunities A CRM that tells a rep whom to target without explaining why leaves real value on the table. AI closes that gap by organizing CRM data, avoiding duplication, and surfacing the small details that actually speed up a deal, plus cross-sell and upsell opportunities a rep might otherwise have missed entirely. With that visibility, reps can redirect focus toward the deals genuinely most likely to close. Daisy AI works the same way, flagging which prospects carry the strongest purchase likelihood, surfacing risk on a given deal, and recommending next steps grounded in real captured activity. 6. Refer to a Single Source of Truth A large share of prospect-facing teams still can’t access real-time, actionable insight, and instead move between several tools just to assemble one piece of analysis on a single customer. Data enrichment brings every data point under one roof, giving reps real-time visibility and

how revops can transform data hygiene
CRM, RevOps

How RevOps Can Transform Data Hygiene for Companies

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How RevOps Can Transform Data Hygiene for Companies CRM, Revops 10 min Updated: August 11, 2026 Organizations increasingly recognize the indispensable value of data in driving growth. But the sheer volume, velocity, and variety of that data pose real cleaning challenges, and data hygiene issues quietly hinder decision-making, customer experience, and operational efficiency across the board. Trent AllenRevenue Operations Manager, Maxio As a RevOps team, you need to be able to help all teams. A big part of it is making sure all the different tools and systems are connected. RevOps is there to plan, help with processes, building process paths and writing those out. It is also the keeper of truth. When it comes to numbers, we need to ensure that people have actionable data, and we help them with the best process to move forward. In this piece, we revisit our conversation with Trent Allen, Revenue Operations Manager at Maxio, the financial revenue operations platform, discussing how RevOps offers a strategic approach to data hygiene and unlocking the value trapped behind it. Listen to the full conversation here:  Get our latest insights into your inbox What Is Data Hygiene? Data hygiene refers to the practices and processes that keep data clean, accurate, and reliable, maintained and improved across its entire lifecycle, from creation to disposal. Implementing real data hygiene measures minimizes errors, inconsistencies, redundancies, and the other issues that quietly erode data’s integrity and usefulness. Data hygiene matters specifically in RevOps because it’s what makes accurate, reliable, high-quality data available across every revenue-related function. Clean data is what actually enables informed decision-making, since accurate insight depends entirely on the data feeding it. What Is RevOps, and What Role Does Data Hygiene Play in It? RevOps, short for Revenue Operations, is a strategic approach that aligns and integrates a company’s sales, marketing, and customer success teams, optimizing revenue generation by breaking down silos, improving collaboration, and streamlining process across all three functions. RevOps teams typically work on aligning sales and marketing strategy, implementing and optimizing sales process, managing and analyzing customer data, and applying technology to improve operational effectiveness. By aligning sales, marketing, and customer success, RevOps drives a cohesive, coordinated approach to revenue, better communication, fewer inefficiencies, and genuinely data-driven decisions. Coordinating across departments depends directly on the cleanliness and accuracy of the data those departments share, which is exactly where data hygiene comes in. RevOps recognizes that high-quality data is the precondition for good decisions, and works to cleanse and maintain data integrity, eliminating errors, duplicates, and inconsistencies along the way. Trent AllenRevenue Operations Manager, Maxio I think a big part is making sure all the different tools and systems are connected and that the data is passing between them fluidly, so that the end-user can save their time. How Can RevOps Facilitate Data Hygiene? A company’s data is like a garden, a vast expanse of potential that still requires meticulous care to actually thrive. RevOps steps in as the expert gardener, with the tools and strategy to keep data hygiene genuinely intact.  A few specific ways RevOps contributes: 1. Data Governance RevOps establishes data governance policies and standards across the organization, defining data quality metrics, validation rules, and ownership responsibilities. Clear guidelines are what make data management consistent and effective rather than ad hoc. 2. Data Integration and Alignment RevOps teams work to integrate data from sales, marketing, and customer success systems, identifying and resolving inconsistencies, redundancies, and inaccuracies as data from different departments comes together. This is what actually improves data integrity and produces a genuine single source of truth. 3. Data Cleanup and Enrichment Reviewing and updating customer and prospect information, eliminating duplicate records, and correcting errors or inconsistencies directly, this is what enhances data accuracy and reliability at the record level, not just in policy. 4. Data Analytics and Reporting Data analytics tools and techniques surface insight into customer behavior, revenue trends, and sales performance. Analyzing that data is also how RevOps identifies patterns, anomalies, and data quality issues in the first place, information that directly informs how to fix hygiene problems and improve overall data quality. 5. Training and Education RevOps trains employees across departments on data hygiene best practices, entry standards, maintenance procedures, and why data quality actually matters. Raising data literacy across the organization is what builds a genuine culture of data hygiene, rather than a policy nobody actually follows. Trent AllenRevenue Operations Manager, Maxio I think a big part is making sure all the different tools and systems are connected and that the data is passing between them fluidly, so that the end-user can save their time. Benefits of Having a Data Hygiene Strategy 1. Accurate Decision-Making Clean, accurate data is a reliable foundation for informed decisions. Trusting the data means trusting the insight built on top of it, at every level of the organization. 2. Improved Operational Efficiency Data hygiene minimizes errors, redundancies, and inconsistencies, which streamlines process and lets employees access and use relevant information quickly, saving real time and resources. 3. Enhanced Customer Experience Clean data gives a genuinely holistic view of the customer, supporting a personalized, tailored experience built on accurate understanding of their needs, preferences, and behavior. 4. Better Sales and Marketing Performance Clean, reliable data gives sales and marketing accurate insight into buying patterns and trends, enabling targeted campaigns, more effective lead generation, and better sales forecasting, which ultimately drives revenue growth. 5. Data-Driven Insights Data hygiene is what makes real data analysis and reporting possible. Clean data supports meaningful analytics, letting an organization identify trends, patterns, and opportunities that actually support strategic planning. 6. Compliance and Risk Mitigation Maintaining data hygiene matters directly for regulatory compliance, especially in industries with strict data protection and privacy requirements. Clean data reduces the risk of errors or breaches that could lead to real legal or financial consequences. 7. Cost Reduction Poor data hygiene wastes resources, time spent correcting errors or working around inaccurate information. Investing in real data hygiene practice reduces the costs tied

Best RevOps Podcasts
RevOps

14 RevOps Podcasts Worth Listening to in 2026

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14 RevOps Podcasts Worth Listening to in 2026 Revops 18 min Updated: August 10, 2026 It’s genuinely hard to keep up with everything new in RevOps, and podcasts remain one of the best ways to hear the function’s past, present, and future directly from the people building it. If you want sharper revenue operations and more effective growth strategy, here are 26 shows worth your time, updated for what’s actually still running in 2026. Get our latest insights into your inbox 1. The Revenue Lounge The Revenue Lounge is Nektar.ai’s podcast, hosted by Randy Likas. The show focuses on real-world revenue leadership, interviewing senior RevOps, GTM, and AI leaders to unpack what’s actually happening inside modern enterprise organizations. What you’ll learn: Real field insight into how RevOps actually works inside high-growth companies, straight from the leaders building it, at the intersection of RevOps, AI, data, and go-to-market strategy specifically. Why you should listen: The guest roster speaks for itself, leaders from Carta, Palo Alto Networks, AlphaSense, Miro, Socure, 6sense, Gong, G2, Asana, Nasdaq, ThoughtSpot, and Cohesity have all appeared. With 100+ episodes, 3,000+ subscribers, 5,000+ downloads, and more than a million impressions, it’s become a trusted platform for exactly this conversation. Recommended episode: Aligning AI Initiatives With Business Goals, with Tim Seamans, VP of Business Transformation, AI Acceleration at Mimecast, on how the company unified CRM, product usage, and acquisition signals into a single expansion workflow, attributing $2M in expansion revenue and $30M+ in pipeline within 80 days. Tim’s own framing: “We are driving our business using AI, not a side project run by a small team, but a company-wide operating shift with board-level sponsorship.” Links to listen: nektar.ai/podcasts 2. RevOps Champions Hosted by Brendon Dennewill, CEO and Co-founder of Denamico, a Diamond HubSpot Solutions Partner based in Minneapolis, RevOps Champions targets customer success and RevOps teams leveraging technology to drive alignment across people, process, and tech. What you’ll learn: How to harmonize people, process, and technology in a scaling RevOps function, drawn from conversations with a different RevOps leader each episode. Why you should listen: It’s one of the more consistently active shows in this category, still publishing current episodes as of late 2025, with a format built specifically around practical, technology-forward RevOps advice. Recommended episode: “The RevOps Playbook: Mastering The Three Critical Elements,” with Alison Elworthy, EVP of Revenue Operations at HubSpot, a strong primer on RevOps fundamentals from one of the function’s most recognized practitioners. Links to listen: Apple Podcasts | Homepage 3. The GTMnow Podcast Produced by GTMnow, the media brand of venture fund GTMfund, this show features conversations with tech executives, VCs, and founders who’ve actually built fast-growing software companies, hosted primarily by Scott Barker, with co-host Sophie Buonassisi joining on rotating episodes. What you’ll learn: Unshared, specific detail on what worked and what didn’t in scaling a company’s go-to-market motion, drawn from operators GTMfund’s own network of 350+ GTM executives (from companies including DocuSign, Salesforce, LinkedIn, Snowflake, Okta, and Zoom) actually trusts. Why you should listen: Scott Barker previously ran revenue and partnerships for the original Sales Hacker (acquired by Outreach in 2018), so this show carries forward much of that same practitioner-first spirit under a new name and a VC-backed media operation. Recommended Episode: “GTM 96: The Three Pillars of a Modern Go-To-Market Strategy Every Revenue Leader Should Know,” with Kelly Hopping, covering brand building, customer-centric marketing, and the power of organic search. Links to listen: Apple Podcasts | Substack About the host: Scott Barker is a Partner at GTMfund, where he leads fundraising and runs the firm’s media arm. LinkedIn 4. The RevOps Show Hosted by Doug Davidoff and Jess Cardenas, this show works through the common scenarios, questions, and real problems companies actually face in revenue operations, with a format built around practical process over abstract theory. What you’ll learn: How to integrate sales, marketing, and customer success functions effectively, with a particular focus on turning overwhelming, inefficient reporting into something genuinely actionable. Why you should listen: Doug and Jess’s back-and-forth keeps genuinely dry RevOps subject matter engaging, a real differentiator in a category that can otherwise feel like a lecture. Recommended Episode: “Reporting and Analytics: From Overwhelming and Inefficient to Valuable and Actionable,” on transforming a chaotic reporting process into a streamlined, decision-ready one. Links to listen: Apple Podcasts | Spotify 5. AI to ROI (formerly Metrics That Measure Up) This show has been through a real, multi-step evolution, from “SaaS Talk with the Metrics Brothers” to “Metrics That Measure Up” to its current identity, AI to ROI, hosted throughout by Ray Rike, Founder and CEO of Benchmarkit. The current focus: how enterprises actually translate AI investment into measurable business value, a natural evolution of its original data-and-metrics DNA. What you’ll learn: How senior enterprise leaders are measuring AI ROI in practice, alongside the SaaS metrics and benchmarking content the show built its original reputation on. Why you should listen: Few shows in this category have tracked the industry’s actual shift from “measure your SaaS metrics” to “measure your AI ROI” this directly, making it a useful barometer for how the conversation itself has changed. Recommended Episode: “Measuring the ROI of Transitioning from Outbound to Inbound GTM,” with Aviv Canaani, CRO at Datarails. Links to listen: Apple Podcasts About the host: Ray Rike is Founder and CEO of Benchmarkit, a B2B SaaS benchmarking and metrics platform. 6. GTM Science A show for GTM and RevOps leaders that goes deep on which AI implementations actually drive revenue impact versus which just save time, with a real focus on separating substance from hype. What you’ll learn: The difference between AI that genuinely moves revenue (autonomous SDR agents booking qualified meetings, AI-powered competitive intelligence surfacing opportunities reps would miss manually) and AI that just looks impressive in a demo, plus what has to be true organizationally before AI can actually make an impact. Why you should listen: The show doesn’t shy away from the hard part of the AI conversation, why most

15 Sales metrics every revops leader
CRM

15 Sales Metrics Every Revenue Operations Leader Should Track

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15 Sales Metrics Every Revenue Operations Leader Should Track Sales, Revops 12 min Updated: August 10, 2026 If you’re in revenue operations, you already have more sales data within reach than you can realistically act on. The real question isn’t which data exists, it’s which numbers, tracked consistently, actually move revenue when you act on them. Tracking the right sales metrics helps you redefine your sales process and build strategies that increase revenue. Before getting into the specific fifteen, it’s worth being clear on what a sales metric actually is, and how it differs from a KPI. Get our latest insights into your inbox What Are Sales Metrics? Sales metrics are data points that show the sales performance of an individual, a team, or an organization. They tell you how well your sales initiatives are actually working. A metric falling outside its normal range signals a problem needing attention, and the same number usually points toward the fix. Sales Metrics vs. Sales KPIs The two terms get used interchangeably, but they’re not the same thing, and conflating them can distort your revenue strategy. KPIs, key performance indicators, are laser-focused on specific goals and objectives, acting as a compass measuring performance against a strategic target you’ve set. Sales metrics are numbers tracked over time that can be quantified into useful figures, used as guidance and benchmarks for growth. A metric can exist without a target attached to it, a KPI can’t. Every KPI is a metric. Not every metric is a KPI. If a business aims to grow sales 20% by capturing more leads, sales qualified leads (SQLs) might be the KPI, while sales revenue is the broader metric it rolls up into. Why Should RevOps Teams Track Sales Metrics? Tracking sales metrics gives revenue leaders a clear read on what’s working in the current sales process and what isn’t. Gaps revealed by the data are what let RevOps teams build real optimization strategies rather than guess. Cliff SimonCRO, Carabiner Group The must-have metrics always have to scale back to the actual company metrics. So the first and most important thing is having an understanding of your current state. Where are you today? Being real about those numbers and not fluffing them up. And then starting to track the progression over time. Metrics also show you where ROI is highest, and where you’re missing chances to grow revenue. Tracked over the long term, they’re a solid indicator of overall sales performance, customer satisfaction, and how efficiently your team is actually running. A declining quota attainment number, for instance, is a prompt to investigate why, and pivot strategy so reps can close more. Tracking sales metrics helps you: Improve team performance by addressing real bottlenecks Optimize sales processes by showing which strategies actually work Explore new opportunities in under-served areas Improve accountability across reps and managers Target sales coaching where it’s actually needed Keep buyers and sellers on the same page What Sales Metrics Should RevOps Teams Track? Which metrics matter most depends on your growth stage, your resources, and the strategic goals you’ve already set. If one of your goals is full quota attainment across the team, you’ll want to track sales activity metrics (calls, emails, follow-ups) alongside it. The metrics you track should always scale back to actual company goals, not exist in isolation. Keep it simple, focused, and targeted at genuinely meaningful data. Here are fifteen worth tracking, organized by what they actually tell you. 15 Sales Metrics to Track 1. Annual Recurring Revenue (ARR) ARR is the sales metric for subscription businesses, calculating the revenue a company expects to generate from customers annually. It’s predictable, expected to recur at regular intervals, and can be segmented by location, customer type, or product line to understand performance across each. It’s also useful for measuring value added through new sales, renewals, and upgrades, and value lost through downgrades and churn. Annual recurring Revenue (ARR) = Total Contract Value / Number of Years in the Contract For example, a $5,000 contract signed for 5 years produces an ARR of $1,000 per year. Monthly Recurring Revenue (MRR) is the same concept applied to shorter-term subscriptions, tracked monthly instead of annually. 2. Average Deal Size Average Deal Size is total revenue generated in a given period, divided by the number of closed-won opportunities in that same period. It helps project revenue and estimate how many deals a team needs to close to hit quota. Reviewing average deal size by rep also surfaces which large deals need close monitoring, or which reps need coaching to close one successfully. Average Deal Size = Total Revenue / Number of Closed-Won Deals Four deals closing at $20,000, $30,000, $10,000, and $20,000 in a quarter produce an average deal size of $20,000. 3. Average Revenue Per User (ARPU) ARPU, sometimes ARPA (Average Revenue Per Account), is the revenue a company generates per user or account in a given period. Rising ARPU suggests customers are increasingly willing to pay; falling ARPU might prompt a team to offer a higher-value tier or add-on to the existing subscription. Segmenting ARPU by location or customer group shows which segments generate the most revenue and which need improvement. ARPU = Total Revenue / Number of Customers $300,000 in total Q2 revenue across 3,000 customers produces an ARPU of $100. 4. Average Profit Margin Average Profit Margin measures how much of overall sales revenue actually converts into profit, what’s left after business expenses. It reflects both pricing strategy and cost efficiency, and can be measured across segments like product line, service, or geography. Average Profit Margin = Net income Net Sales x 100 $100,000 in net income against $400,000 in net sales for a specific product and territory produces a 25% profit margin. 5. Win Rate Win Rate is the percentage of proposals made that convert into actual sales. Calculating win rate per rep lets managers track individual performance and estimate how many future opportunities are needed to hit target. Win Rate = Deals

CRM

How to Stop Your Reps From Dreading CRM Data Entry

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How to Stop your Reps From Dreading CRM Data Entry CRM 10 min Updated: August 7, 2026 CRM adoption is one of the most reliable ways to make a revenue leader wince. CRM implementation failure rates run as high as 55%, and poor user adoption, not a software limitation, is consistently cited as the primary cause. The single biggest driver of that poor adoption is manual data entry, the task reps resent most and the one most directly responsible for a CRM quietly falling out of use. The real cost is sharper than “reps don’t like typing.” Recent research puts the share of opportunity-related activity data that never makes it into the CRM at all at 79%, lost not because reps are careless, but because manual entry is structurally unreliable at the volume and pace modern selling actually requires.  Revenue leaders have to treat CRM usage as something reps find genuinely valuable, not a compliance task, and that starts with understanding exactly why reps dread it in the first place. Get our latest insights into your inbox Why Reps Dread CRM Data Entry 1. Disconnect from selling When reps spend a major chunk of their day punching data into the CRM, they feel pulled away from the actual job, selling and building relationships with customers. Time spent on data entry is time not spent in front of a prospect, and reps notice that tradeoff directly. 2. Perceived lack of value Many reps struggle to see a direct line between data entry and closing deals. If the benefit of the work isn’t obvious, it feels mundane and unrewarding, which breeds exactly the reluctance that makes CRM data unreliable in the first place. 3. Time-consuming and tedious by nature 32% of sales reps spend more than an hour a day on manual data entry, and that time comes directly out of the day they’d otherwise spend selling. Repetitive, detail-heavy work that has to be done carefully and doesn’t feel like progress is a recipe for reduced job satisfaction, regardless of how necessary the task actually is. 4. Increased workload on an already demanding schedule Sales reps carry some of the most demanding schedules in a company, and CRM upkeep sits on top of it as an additional burden rather than a core part of the job, creating a real sense of overwhelm when the two compete for the same hours. 5. Data privacy concerns Handling customer data carries real responsibility, and reps are conscious of the consequences of mishandling sensitive information or sharing something they shouldn’t. That awareness adds a layer of caution and stress to a task that’s already unwelcome. 5 Ways to Stop Reps From Dreading CRM Data Entry 1. Simplify the process, and automate what you can The most effective fix for reps’ fear of data entry is removing the entry itself. Automation tools work quietly in the background, capturing activity without requiring a rep to manually input it, freeing up meaningful time every week that would otherwise go to typing updates into fields. Mobile-compatible tools that let reps update information on the go help close the remaining gap without adding friction. 2. Incorporate voice-to-text and AI assistants Typing detailed notes after every call or meeting is a genuine time sink. Voice-to-text functionality lets reps dictate interactions, follow-ups, and insights directly, and current AI assistants can transcribe and categorize that input accurately, preserving data integrity without asking a rep to type a word. 3. Integrate the CRM with the rest of the sales stack Connecting the CRM to other sales tools closes gaps by eliminating duplicate manual effort and giving a genuinely holistic view of customer interactions. A meeting scheduled on a calendar should update the relevant contact’s record automatically. An email sent from a connected inbox should log itself against the right opportunity without a rep copying and pasting it in. 4. Use real-time alerts instead of a dashboard nobody opens Real-time alerts and notifications prevent data entry and follow-up tasks from piling up unnoticed. Nektar Buzz, for instance, pushes the right insight to the right person at the right time, directly into Slack or Microsoft Teams, so reps get alerted about deal activity without adopting yet another dashboard they have to remember to check. 5. Show reps the actual value of the data they’re generating Communicating why accurate, timely CRM data matters, and sharing real examples of how it directly contributed to closing a specific deal or catching a specific risk early, turns data entry from an abstract compliance task into something reps can see the point of. Ownership follows once the value is genuinely visible, not before. Why You Should Care About Accurate CRM Data Data entry alone isn’t enough. The data has to actually be accurate once it’s in the system, and accurate data changes outcomes in ways that compound. Higher rep productivity. Removing the burden of manual entry gives reps back time for the activities that actually generate revenue: relationship-building, opportunity identification, and strategy, rather than admin. Clean insights. Reliable data gives clear visibility into which deals in the pipeline actually need attention, letting reps and managers spot bottlenecks and prioritize the opportunities most likely to close, rather than guessing. Better sales coaching. Accurate data lets managers pinpoint exactly where a rep or a stage in the pipeline is actually struggling, targeting coaching at a real, specific gap instead of generic advice. More closed deals. Well-organized data directly supports faster, more efficient prospecting and closing, which shows up in the only metric that ultimately matters: revenue. Higher ROI from the CRM itself. A CRM investment, Salesforce or otherwise, only pays off when the data inside it is actually trustworthy. 76% of CRM users report that less than half of their organization’s CRM data is accurate, which means most companies are working from a system that isn’t yet delivering the return it was bought to provide. Tools that maintain clean data with zero rep adoption required are what actually close that gap. Why This

Top CRM AI Use Cases
AI, CRM

Top 10 CRM AI Use Cases for 2026

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10 CRM AI Use Cases for 2026 CRM 12 min Updated: August 7, 2026 91% of companies with more than 11 employees use a CRM. The gap between adopting a CRM and actually running AI on top of it well is still real: only 24% of B2B suppliers currently run true agentic AI, the autonomous, workflow-driving kind that actually replaces manual processes, even though 45% say they use some form of AI in their sales function. Most of that gap is point-tool automation dressed up as transformation. What’s changed since this category was first written about is the shape of the ambition. The conversation used to be “can a CRM chatbot answer a support question.” It’s now “can an AI agent update a record, prioritize an account, and trigger a workflow inside Salesforce without a person reviewing it first.”  Gartner projects 40% of enterprise applications will embed task-specific AI agents by the end of 2026, up from under 5% just two years ago. This guide covers what AI in CRM actually means today, and 10 real, current use cases, including where Nektar fits into several of them directly. Get our latest insights into your inbox What Is AI in CRM? A CRM manages relationships with customers, prospects, and other business contacts. AI in CRM means integrating AI technologies into that system to analyze customer data, predict behavior, automate tasks, and personalize interactions, moving a CRM from a passive record-keeping system toward one that actively surfaces insight and, increasingly, takes action on its own. The distinction that matters most in 2026 is between AI that assists a person (drafting an email, summarizing a call) and AI that acts autonomously (updating a field, triggering a workflow, prioritizing an account without a human approving each step).  PwC’s survey of 308 senior executives found 79% say AI agents are already being adopted at their companies, and 66% of those report measurable productivity gains, a genuinely strong result, but one concentrated specifically among companies running the second kind of AI, not the first. 10 CRM AI Use Cases for 2026 1. Automated Contact and Activity Capture AI can build comprehensive contact lists for every account by extracting them directly from a rep’s email inbox, calendar, and meetings, rather than relying on manual entry. Contacts and Opportunity Contact Roles get categorized by actual engagement and relevance to a live opportunity, and enriched automatically with current job titles and phone numbers as they change. Mimecast used exactly this kind of automated telemetry to identify $80M in pipeline and $2M in incremental expansion revenue within 80 days, signals that were sitting in email and meeting data the whole time but had never been structured or surfaced before. Why it matters: Every use case below (scoring, forecasting, personalization) is only as good as the underlying activity data. A predictive model reasoning over incomplete contact data produces a confident, plausible-sounding answer that may have nothing to do with what’s actually happening in the account. 2. Agentic SDR and Outreach 41% of marketing organizations now run at least one SDR agent, and companies running agentic outreach report roughly 19% of net-new pipeline sourced through it, with 2 to 3x improvements in pipeline velocity compared to manual prospecting alone.  SaaStr’s own published experiment running an inbound AI agent generated $1M in closed revenue within 90 days, with 71% of that quarter’s closed deals sourced from AI-qualified inbound leads, though SaaStr’s founder Jason Lemkin has also been candid that fully autonomous outbound agents perform “better than a mid-pack rep, but not better than a top performer,” a useful caution against over-claiming what this category actually replaces. Why it matters: This only works well when the agent has real, current account and contact data to personalize from. An agent working from a stale or incomplete CRM record produces generic outreach that undermines the exact personalization it’s supposed to deliver. 3. Qualified Pipeline Expansion AI can detect the absence of pre-engaged contacts or leads within the CRM and run targeted, compliant outreach campaigns to expand the pipeline and shorten sales cycles, identifying contact roles automatically to sharpen targeted outreach rather than a generic blast.  Qualified’s published case study on Demandbase’s deployment of its AI SDR reports 2x pipeline sourced and 2x more meetings from target accounts, while saving roughly 100 SDR hours and $80,000 in costs per month, a concrete illustration of expansion built on data the team already had rather than a new list purchased from outside. Why it matters: Expansion built on incomplete contact data just recycles the same blind spots at greater volume. The gains above depend on the underlying account and role data being accurate before the campaign logic runs on top of it. 4. AI-Powered Account-Based Marketing Recover inactive and lost deals, and influence active opportunities, by running ABM campaigns against current, first-party buyer contacts sourced directly from sellers’ inboxes and calendars rather than purchased third-party lists. Precisely targeting buyers based on real engagement within high-priority accounts, their actual buying role, and current sales stage measurably increases funnel conversion versus a generic account list. Palo Alto Networks saw a 15x pipeline impact after moving from MQL-centric marketing to a genuine buying-group model built on this kind of first-party engagement data. Why it matters: ABM targeting built on firmographic fit alone misses the signal that actually predicts conversion, which stakeholders are engaging right now, and how deeply. That signal only exists if the underlying activity data is captured in the first place. 5. Predictive Analytics and Churn Prediction AI algorithms can predict customer behavior, flagging potential churn risk or purchase intent before it becomes obvious, so teams can act proactively rather than reactively. Zendesk describes predictive prioritization, ranking accounts by usage intensity, ticket volume, sentiment, and communication frequency, as the single highest-impact CS use case, since it’s what actually changes a CSM’s day-to-day motion: which accounts need attention now, which can run on automation, and which are healthy. Why it matters: This depends entirely on having enough real behavioral and

Maintaining SF Data Hygiene
Salesforce

Maintaining Salesforce Data Hygiene: Do You Trust Your SFDC Data?

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Maintaining Salesforce Data Hygiene: Do You Trust Your SFDC Data? Salesforce 9 min Updated: August 7, 2026 As a Salesforce user, you already know how important it is to keep your data clean and current. Maintaining that hygiene can be tedious and time-consuming, but it’s a task that has to be addressed to actually maximize the value of your Salesforce investment. Understanding why Salesforce data hygiene matters, and how it impacts the business, is genuinely critical, and that’s exactly what this guide covers, along with practical, actionable tips for keeping data accurate and trustworthy. Get our latest insights into your inbox What Does Salesforce Data Hygiene Mean? Salesforce data hygiene is the ongoing process of keeping Salesforce data accurate, complete, and current. Good hygiene is what makes the information trustworthy enough to actually inform business decisions. Without it, decisions get made on incomplete or inaccurate data, and Gartner’s widely cited estimate puts the average cost of poor data quality at $12.9 million per organization annually. Good Salesforce data hygiene practice generally involves: Regularly reviewing and cleaning up data Making sure every field is filled in correctly Removing duplicates Updating records as circumstances change Setting up real processes and automation, rather than relying on manual review alone Think of Salesforce data hygiene like brushing your teeth: not the most exciting task on the list, but skipping it consistently causes real, compounding damage over time. Why Does Salesforce Data Hygiene Matter? Data hygiene touches every part of the business. Sales, marketing, customer service, and support all depend on accurate, complete data to make good decisions, and research on the cost of poor data quality puts the impact at roughly 15-25% of a business’s revenue. Consider a sales leader at a company that relies heavily on Salesforce to manage its pipeline, preparing for an important team meeting to review progress against quarterly goals. Pulling reports to gather the data, they notice real discrepancies: accounts with missing information, contacts with incorrect email addresses, opportunities still marked open weeks after they actually closed. Data hygiene in Salesforce is critical precisely because it directly impacts business growth and success. An automated data hygiene policy is what turns Salesforce data into a genuine asset that helps a team hit its goals, rather than a liability quietly holding the business back. Perils of Bad Data in Salesforce A few specific hazards that bad data creates for sales teams: 1. Long Sales Cycles Bad data makes deals take longer to close. Reps end up chasing leads that were never actually qualified, or pursuing deals with no real chance of closing, time that’s especially costly given the average B2B sales cycle already runs several months long. 2. Stalled Deals Inaccurate, outdated information causes deals to stall or collapse outright. A team unaware that a key decision-maker has left a prospect’s company, for instance, may keep pursuing a deal that was never going to close, wasting effort that could have gone toward a live opportunity instead. 3. Inaccurate Forecasts Forecasts built on inaccurate data throw off the entire sales strategy built on top of them, leading to missed revenue targets, thinner margins, and a genuine lack of visibility into what’s actually happening in the pipeline. 4. Poor Customer Experiences Outdated, inaccurate customer information leads directly to mistakes, sending the wrong product, missing a support ticket follow-up, that damage the relationship. These mistakes compound into unhappy customers, negative reviews, and real lost business. 5. Churn Teams working from inaccurate customer data struggle to identify and address dissatisfaction before it’s too late to act on it, which shows up eventually as lost revenue and a damaged reputation. 5 Best Practices to Ensure Salesforce Data Hygiene 1. Conduct Regular Data Audits Auditing Salesforce data regularly is essential to catching issues before they compound. Start by reviewing data fields, identifying duplicates, and cleaning up outdated or inaccurate information, on a real, recurring cadence rather than a one-time project. 2. Automate Data Cleaning Processes Automation is one of the most reliable ways to keep Salesforce data hygiene intact over time. Tools that automatically detect and remove duplicates, validate data, and standardize formats save real time and keep data consistently clean, without depending on someone remembering to do it manually. 3. Adopt a Minimalist Data Stack Collecting and storing only what’s genuinely essential for business operations reduces the risk of errors and simplifies data management considerably. More data isn’t automatically more valuable, especially if most of it never actually gets used. 4. Enforce Quality Standards Establishing and enforcing real data quality standards, validation rules, data entry guidelines, proper training on how to input and manage data, keeps information consistent and reliable whenever it’s actually needed. 5. Delete Unnecessary Data Regularly removing outdated, duplicate, or no-longer-relevant records reduces clutter and streamlines data management. A CRM doesn’t need to keep everything forever to be useful, it needs to keep what’s actually current and relevant. Supercharge Your CRM Data With Nektar Nektar’s Data Foundation enables AI-assisted automation that keeps CRM data genuinely data-packed and reliable. Nektar automates the process of enriching Opportunity Contact Roles on Salesforce, no more spending hours manually updating contact roles, it happens automatically in the background. Buying Group Intelligence goes further, automatically building out the buying committee map as an opportunity progresses, a genuine advantage for businesses navigating complex sales cycles with multiple decision-makers. Daisy AI keeps learning and adapting as CRM data changes, ensuring everything stays current and accurate, particularly important for businesses handling large data volumes that need to stay reliably up-to-date. If Salesforce data hygiene is on your radar this quarter, give Nektar a try. Frequently Asked Questions Q. How do I clean up data in Salesforce? Tools like Nektar’s Data Foundation help identify and remove duplicate records, standardize data formats, and improve data accuracy automatically, without requiring a manual cleanup project to get there. Q. What is dirty data in Salesforce? Dirty data refers to inaccurate, incomplete, or inconsistent data, records that can negatively impact sales forecasting, customer relationship management, and

10 Best Sales Intelligence Tools
Sales

10 Best Sales Intelligence Tools for 2026

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10 Best Sales Intelligence Tools for 2026 Sales Tech Stack 12 min Updated: July 30, 2026 Sales intelligence tools and CRMs play different roles in supporting sales. A CRM nurtures customer relationships and tracks interactions; sales intelligence tools give sales teams and leaders the data insight to actually improve performance, how buyers make decisions, how prospects behave at each stage, which tech stack a target account runs, and how to build a forecast and pipeline you can actually trust. The category has consolidated meaningfully since this list was first written. Several tools that used to be independent are now subsidiaries of larger platforms, and the AI layer on top of sales intelligence has moved from a novelty to table stakes. This guide covers what a sales intelligence tool actually is, the current state of 11 major players, and how AI has changed what “good” sales intelligence needs to mean. Get our latest insights into your inbox What Is a Sales Intelligence Tool? A sales intelligence tool gives you the data and insight to make smarter sales decisions: generating high-quality leads, defining your ideal customer profile, and keeping that data accurate and current. The best ones don’t operate as a standalone island, they integrate with your existing CRM and sales stack, so the intelligence they surface actually reaches the workflow a rep is already using rather than sitting in a separate dashboard nobody checks. 10 Best Sales Intelligence Tools for 2026 Nektar, GTM data foundation and AI signal layer LinkedIn Sales Navigator, social and professional relationship intelligence HubSpot Sales Hub, CRM-native sales intelligence and automation ZoomInfo Chorus, conversation intelligence backed by B2B data Traq.ai, AI-powered call recording and coaching Winmo, media and advertising sales intelligence Apollo.io, prospecting, engagement, and sales intelligence in one platform Demandbase One, account-based intelligence and orchestration 6sense, predictive account intelligence and journey orchestration Cognism, compliant contact data and intent signals Overview of the 10 Best Sales Intelligence Tools 1. Nektar Nektar’s role in sales intelligence is upstream of most tools on this list: every platform is only as good as the underlying CRM data it’s reasoning over, and most CRMs are missing a large share of what’s actually happening in a deal. Data Foundation automatically captures every email, meeting, call, and calendar event across a team and writes it natively into Salesforce, HubSpot, or Dynamics, with zero rep effort required. Time Travel™ retroactively corrects historical records as new context arrives, something no other tool on this list does. Daisy AI then surfaces 39 signals across categories including buyer visibility, deal risk, and rep performance, directly on the Salesforce Opportunity tab rather than a separate interface. Key features: zero-rep-effort activity capture across email, calendar, meetings, and calls; automatic buying-group mapping with persona and role enrichment; Time Travel retroactive correction of historical CRM records; Daisy AI signal library spanning deal risk, buyer engagement, and rep performance; vendor-neutral integration alongside your existing sales stack. Pricing: Custom, based on team size and scope. A free CRM scan shows how much of your own pipeline activity is currently missing before you commit to anything. Best for: Salesforce-first revenue teams that need the underlying deal data reliable enough for both reps and any AI layered on top of it. 2. LinkedIn Sales Navigator LinkedIn Sales Navigator helps you find and connect with the people who matter most to your business on LinkedIn specifically, using advanced search and lead recommendations to surface prospects based on criteria you actually care about. Key features: personalized lead recommendations, advanced search filters across LinkedIn’s full network, InMail messaging to reach prospects outside your existing connections, real-time alerts on saved leads and accounts, CRM sync for Salesforce and Dynamics. Pricing: Three tiers (Core, Advanced, Advanced Plus), plus a free trial. Current pricing is best confirmed directly with LinkedIn, since tiers and included seats have shifted more than once in recent years. Best for: Prospecting and warm-path discovery through LinkedIn’s own network graph, best paired with a CRM-native tool rather than used as a standalone system of record. 3. HubSpot Sales Hub HubSpot Sales Hub is a full sales platform combining CRM, sales analytics, email tracking, and automation in one place, with an increasingly broad AI toolset layered on top for outreach drafting, prospect research, and deal scoring. Key features: sales analytics and forecasting, contact and deal management, email tracking and sequencing, sales automation for repetitive tasks, AI-assisted lead and deal scoring. Pricing: Free CRM tier available; paid tiers (Starter, Professional, Enterprise) scale with seats and automation depth. Confirm current tiers directly with HubSpot, since per-seat pricing and included features have changed structurally since 2023 and a fixed table here would likely be stale again quickly. Best for: Teams already running HubSpot as their CRM who want sales intelligence and automation bundled into the same platform rather than a separate tool. 4. ZoomInfo Chorus Chorus has been part of ZoomInfo since 2021 (not Zoom, a common mix-up) and now runs on ZoomInfo’s broader B2B data layer, the GTM Context Graph. It records and transcribes sales calls, using AI to detect sentiment, keywords, and key moments in a conversation, giving managers real-time coaching visibility into calls as they happen. Key features: call recording and transcription, real-time sales coaching during live calls, AI-detected sentiment and keyword analysis, conversation analytics backed by ZoomInfo’s B2B data layer. Pricing: Custom, quote-based. Best for: Teams wanting conversation intelligence with the added weight of ZoomInfo’s data behind it, particularly if you’re already on ZoomInfo for prospecting. 5. Traq.ai Traq.ai is an AI-powered platform that records, transcribes, and analyzes sales calls, extracting objections, opportunities, and next steps automatically rather than requiring a rep to take notes during the call itself. Key features: automated call and video recording and transcription, AI-driven buyer sentiment and risk analysis, centralized deal intelligence storage, custom analysis tailored to your specific industry or sales process, integrations with HubSpot, Zoho, Microsoft Teams, and Google Meet. Pricing: A free tier is available; paid individual and professional monthly plans exist, with enterprise pricing available on request.

what is revenue operations
RevOps

What Is Revenue Operations and Why Is It So Important?

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What Is Revenue Operations and Why Is It So Important? RevOps 9 min July 16, 2026 Revenue operations (RevOps) is an operating model that runs sales, marketing, and customer success as one connected system with shared data, shared goals, and shared accountability. Its job is to make revenue predictable by closing the gaps where deals, data, and context get lost between teams. RevOps has gone from an emerging idea to something close to the default operating model in B2B. A 2026 survey of over 1,200 B2B companies found 78% now have a dedicated RevOps function, up from 48% in 2023 and just 30% in 2021. The remaining companies without one are disproportionately early-stage (sub-$5M ARR), where operations responsibilities are still distributed across individual department heads rather than unified.  The trajectory is clear even if the exact endpoint isn’t. RevOps has moved from a bet growth-stage companies made to a baseline expectation. Get our latest insights into your inbox What is Revenue Operations? RevOps is an end-to-end operating model that aligns sales, marketing, and customer success around a shared view of the customer and shared accountability for revenue, instead of three departments each running their own tech stack, their own metrics, and their own version of what’s actually happening with a given account. Historically, these functions operated in silos: marketing generated leads and handed them to sales with little context, sales closed deals and handed customers to CS with even less, and each team was measured on its own slice of the funnel rather than the outcome as a whole. That structure made sense when the buyer’s journey was simpler and more linear. It doesn’t hold up against a B2B buying process where the average committee runs 6 to 10 stakeholders, deals loop rather than progress in a straight line, and most of the buyer’s research happens before a rep is even in the room.  RevOps exists because no single function can own an outcome that complex alone anymore. Read the Blog Are you a first-time RevOps Leader? If you’re building a RevOps function from scratch, this 30-60-90 day playbook will guide you The Four Pillars of Revenue Operations Most current RevOps frameworks converge on the same four pillars, each acting as a load-bearing part of a predictable revenue engine: 1. Process The workflows, handoffs, and stage definitions that move a prospect from first touch to closed revenue and beyond: lead routing, opportunity stage criteria, renewal and expansion motions. These need to be consistent and documented, not reinvented by each rep or team lead, or the process itself becomes a source of variance rather than a source of predictability. 2. platforms The technology stack: CRM, marketing automation, sales engagement, customer success tooling, that runs the process above. RevOps owns the decisions about which tools to add, and just as importantly, which to consolidate: 67% of RevOps leaders name tech stack consolidation their top priority for 2026, a sharp reversal from the “add a tool for every new problem” instinct that defined the last several years of GTM tech buying. 3. Data Clean, complete, and connected data across every customer-facing system is the foundation the other three pillars run on. And it’s the pillar that’s changed the most since this post was first written.  It used to be enough to say “data quality matters.” In 2026, the more specific and more useful framing is data completeness as a measurable RevOps metric in its own right: teams that actively track and manage CRM data completeness see 23% higher win rates than teams that don’t, because reps work from better information, automation runs on a foundation that’s actually accurate, and forecasts reflect what’s really in the pipeline rather than what got manually logged. 4. People The team responsible for running all of the above is the fourth pillar. Sizing varies by company, but a common current benchmark is roughly one RevOps professional per 25-30 revenue team members, with top-performing organizations investing closer to 1-in-15-20. Regardless of team size, RevOps only works if the rest of the organization trusts the data and processes it produces, which is a change-management problem as much as a technical one. Why Revenue Operations Matters More in 2026 The basic case for RevOps hasn’t changed: aligned teams outperform siloed ones. What’s changed is the stakes attached to getting the “Data” pillar specifically right. AI adoption inside RevOps functions hit 61% in 2026, concentrated in forecasting, data enrichment, and lead scoring. That number is a floor, not a ceiling, given how fast agentic tooling is being layered into CRMs generally. That shift changes what “clean data” needs to mean.  For most of RevOps’ history, a data gap was a coordination problem: a manager working from an incomplete pipeline view made a slightly worse decision, and a person further up the chain usually caught the obvious error before it compounded. Increasingly, that same data feeds AI agents that act on it directly by updating fields, flagging risk, or triggering workflows. There is no person checking the work first.  A wrong stage or a missing stakeholder used to produce a misleading report. Now it can produce a wrong automated decision at a speed no manager can catch in time. This is why CRM data completeness earning its own place as a top-tier RevOps metric in 2026 isn’t a cosmetic shift. It reflects the actual change in what’s riding on the data being right. The Business Case for RevOps The performance gap between companies with mature RevOps functions and those without has stayed wide and, across most current research, gotten wider: Companies with mature RevOps functions report 19% faster revenue growth and 15% higher win rates than peers without one. Forrester research on aligning people, process, and technology across the revenue engine has linked that alignment to 36% more revenue growth and up to 28% more profitability. Public companies with dedicated RevOps functions have shown meaningfully stronger stock performance than peers without one. Frequently Asked Questions Q. What is the difference between RevOps

Marketing, RevOps

10 Best Account Based Marketing Tools for 2026

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10 Best Account Based Marketing Tools for 2026 Marketing 10 min Updated: July 16, 2026 Account-based marketing tools have gotten better at execution but are not easier to run at scale. Multi-channel ABM campaigns still require real coordination between sales and marketing, and the tools in this category exist to make that coordination less painful, whether that means better targeting, better personalization, or better reporting on what’s actually working. Two things are worth knowing before you evaluate anything on this list. First, this category has consolidated meaningfully in the last few years, several tools that used to be independent are now part of larger platforms, and it’s worth knowing which is which before you sign a contract expecting the standalone product. Second, ABM’s underlying data problem has gotten a new dimension: as more marketing and sales tools add AI features on top of account and contact data, that data has to be genuinely accurate, not just directionally useful, or the AI layer amplifies whatever gaps are already there. Get our latest insights into your inbox What is ABM? Account-based marketing flips the traditional funnel. Instead of casting a wide net and qualifying leads down to a smaller set, marketing and sales work together from the start to: Identify high-value accounts that fit ICP criteria Engage them with personalized content Find and map the actual decision-makers involved Move them toward closure together Stay engaged post-sale to capture expansion opportunities ABM isn’t one-and-done selling. It’s built around customer lifetime value, which is also why the data behind it has to stay accurate well past the initial close. Marketing Attribution Usecase Uncover hidden first-party contacts to drive your ABM efforts with Nektar Map buyer group intelligence hidden in sales conversations Create personalized ABM Campaigns Discover hidden pipeline from first-arty contacts 10 ABM Tools for 2026 6sense Revenue AI, predictive account intelligence and journey orchestration HubSpot Marketing Hub, omnichannel personalization for HubSpot-native teams Demandbase, account-based experience across three integrated modules Terminus (now part of DemandScience), multi-channel ABM with native email-signature marketing RollWorks, ABM built around paid ad execution Foundry Intent (formerly Triblio), intent data and web personalization bundled with Foundry media Vainu, sales intelligence and account data for list building Apollo.io, prospecting, engagement, and ABM in one platform Uberflip, content personalization and distribution for ABM Alyce by Sendoso, AI-personalized corporate gifting for account engagement Overview of the 10 Best ABM Tools 1. 6sense revenue AI 6sense helps marketing teams identify high-value accounts, predict where they are in the buyer journey based on account activity, and engage them with the right message at the right touchpoint. Features: automatically updates contact lists with additional firmographic information, segments accounts into behavioral cohorts, tracks activity across channels and attributes it back to the account. Pricing: Custom, based on users and use case. 2. HubSpot Marketing Hub HubSpot Marketing Hub is an omnichannel marketing solution with particularly powerful personalization tools. You can use them to set up and automate hyper-targeted messaging across multiple touchpoints to reach and engage with specific prospects. Features: automatically segments contact lists based on customer criteria, spots prospects who mirror your top customers through lookalike lists, personalizes messaging across landing pages, emails, socials, and more. Pricing: Marketing Hub Starter: $7/user/month Marketing Hub Professional: $800/month Marketing Hub Enterprise: $3,600/month Free marketing tools with limited features are also available 3. Demandbase Demandbase runs on the Account-Based Experience concept across three connected modules: ABX Cloud for ABM strategy, Advertising Cloud for campaign management, and Data Cloud for integration support. Features: account-level insights for campaign execution, support for multiple ad formats across global markets, straightforward integration with existing stacks. Pricing: Custom, based on use case and team size. 4. Terminus (now part of DemandScience) Terminus merged into DemandScience in November 2024. The product continues to operate under the Terminus name, now backed by DemandScience’s broader B2B data and demand-generation assets, and still includes the native email-signature marketing (via its earlier Sigstr acquisition) that differentiates it from most other platforms on this list, turning every outbound employee email into an addressable ABM surface. Features: in-depth segmentation including buyer intent, multi-channel campaign support (ads, chat, email signatures, web personalization), a built-in B2B CDP. Pricing: Quote-based; third-party buyer data puts mid-market packages around $40,000 to $80,000 annually, with enterprise tiers higher. 5. AdRoll ABM (formerly RollWorks) RollWorks was fully rebranded to AdRoll ABM in August 2025, when parent company NextRoll unified its AdRoll and RollWorks brands into one platform. It’s the same product, team, data, and pricing as before, just operating under the AdRoll name, and remains a good fit for marketers who rely primarily on paid ads for account-based lead generation. Features: targeting recommendations based on historical campaign performance, account-to-decision-maker mapping with contact information, contextual account signals like org changes, mergers, and acquisitions. Pricing: Starter plan around $975/month; contact sales for other tiers. 6. Foundry Intent (formerly Triblio) Triblio was acquired by IDG, now Foundry, back in 2020, and the product has been sold as Foundry Intent for several years. If you’re evaluating this expecting the independent Triblio product, know upfront that pricing and packaging now tie more closely to Foundry media-spend commitments than the standalone product used to. It’s a strong fit specifically for enterprise tech and IT vendors already buying Foundry/IDG content syndication, since its intent data draws from IDG’s own editorial coverage areas (security, cloud, enterprise software) and is noticeably weaker outside them. Features: visual, drag-and-drop campaign builder, intent- and activity-based conversion probability scoring, web personalization bundled with Foundry’s media inventory. Pricing: Tied to media-spend commitments; contact Foundry directly. 7. Vainu Vainu is a sales intelligence tool for finding high-value accounts from its global company database, speeding up list-building with contextual account information. Features: targeted contact lists built from ICP filters, automatic updates as new contacts are found, a single consolidated view of contacts stored across other tools. Pricing: Free trial available. Team plan around €4,200/year, Business around €9,900/year, Global around €12,000/year, custom Enterprise pricing. 8. Apollo.io Apollo.io combines prospecting, campaign orchestration, and sales engagement, letting you

RevOps Agencies
RevOps

Top RevOps Agenices

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Top 9 B2B SaaS RevOps Agencies RevOps 10 min Updated: July 14, 2026 RevOps is the backbone for driving sustainable growth and maximizing revenue. By breaking down silos between sales, marketing, and customer success teams, RevOps fosters seamless collaboration and alignment, ensuring a unified approach towards revenue generation.  Even though the importance of RevOps has been largely understood by organizations, one bone of contention remains: RevOps agencies.   RevOps agencies promise to align sales, marketing, and customer success around shared data and process usually faster than building that muscle in-house from scratch. Whether that promise holds up depends entirely on which agency you hire, and this category has no shortage of firms making similar claims with very different track records behind them. But first – What is a RevOps agency, and what do they do? When should you consider hiring a Revenue Operations agency, and what are the top agencies in the market? We answer all this and a lot more in this blog. Get our latest insights into your inbox What Is a RevOps Agency? A RevOps agency is an external team that designs and implements the systems, data architecture, and cross-functional processes connecting sales, marketing, and customer success. This typically includes CRM architecture, tech-stack integration, forecasting methodology, and the handoffs between teams that most commonly break as a company scales. Most operate on a retainer or fractional model rather than a one-off project, since RevOps is an ongoing function, not something you fix once and leave alone. Top RevOps Agencies in the US (2026) 1. RevPartners RevPartners, headquartered in Miami, FL, holds a 5.0 rating across 450+ reviews on the HubSpot Solutions Directory. It is the only agency to simultaneously hold HubSpot Elite Solutions Partner and Clay Elite Studio Partner status. Its work spans CRM architecture, HubSpot implementations and migrations (including from Salesforce and Marketo), embedded fractional RevOps, and a Clay-driven outbound layer they call “allbound.” Best for: HubSpot-centric B2B SaaS teams wanting the deepest pure-RevOps bench in the category. 2. New Breed New Breed, headquartered in Vermont, carries a 5.0 rating across 580 reviews on the HubSpot Solutions Directory. Their work combines demand generation with RevOps implementation, and they built Distributely, a lead-distribution app purpose-built for HubSpot users. Best for: HubSpot-native B2B SaaS teams that want RevOps and demand generation handled by the same partner. 3. Aptitude 8 Aptitude 8, headquartered in New York, NY, holds a 5.0 rating across roughly 250 HubSpot Solutions Directory reviews and was named the #2 Global HubSpot Solutions Partner in 2024. They position themselves specifically as a technical consulting firm rather than a marketing agency. They do no campaign or content work, and have an in-house US-based delivery team. They are focused on complex HubSpot architecture and systems design. Best for: Companies that have outgrown standard HubSpot onboarding and need deep technical/architectural work, not marketing services. 4. Winning by Design Winning by Design, headquartered in Menlo Park, CA, created the widely-referenced Revenue Architecture framework and the “bowtie funnel” model now taught across much of the B2B SaaS GTM world. Their client list includes Adobe, Uber Eats, Calendly, among others, which signals the scale of engagement they typically handle. Best for: Series B+ SaaS companies wanting the full customer lifecycle re-architected as one engineered system, not just a CRM cleanup. 5. Go Nimbly Go Nimbly, headquartered in San Francisco, CA, provides fractional RevOps teams of analysts, Salesforce admins, and marketing automation specialists, with a particular strength in product-led growth motions. They’ve worked with brands like Intercom, Watershed, and Superhuman. Best for: PLG or hybrid PLG/sales-led SaaS companies needing flexible, subscription-style access to a full RevOps bench. 6. Carabiner Group Carabiner Group, headquartered in Los Gatos, CA (acquired by growth advisory SBI in 2024), bills itself as the only fully platform-agnostic RevOps-as-a-Service agency, supporting 150+ tools across the revenue tech stack rather than specializing in one CRM. Best for: Teams with a genuinely fragmented, multi-tool stack where no single platform is the core problem. Best for: PLG or hybrid PLG/sales-led SaaS companies needing flexible, subscription-style access to a full RevOps bench. 7. RevPal RevPal, headquartered in Bend, OR, was ranked the #1 RevOps agency on Reply.io’s 2026 list and placed in the top three by Revenue.io. Their proprietary diagnostic tool, OpsPal, connects to a prospect’s CRM and produces a scored health report before any engagement begins. Best for: B2B SaaS teams wanting a diagnostic-first engagement or proof of what’s broken before committing to a scope of work. 8. Remotish Remotish, headquartered in Cincinnati, OH, runs a Monthly RevOps Program purpose-built for HubSpot portals, alongside onboarding, consulting, and WebOps support. Best for: HubSpot-native teams wanting an ongoing, monthly-cadence RevOps partner rather than a large upfront implementation project. 9. Domestique Domestique is a fractional RevOps firm that, unlike many agencies in this category, does hands-on implementation work directly rather than handing over an audit deck. They build targeted tech stacks and go-to-market alignment for early-stage through Series B companies. Best for: Early-stage to Series B SaaS companies wanting foundational RevOps systems built, not just advised on. RevOps Agencies Compared Agency HQ Review Record Best Fit RevPartners Miami, FL 5.0 / 450+ (HubSpot Directory) HubSpot-centric SaaS, deepest RevOps bench New Breed Vermont 5.0 / 580 (HubSpot Directory) HubSpot + demand gen combined Aptitude 8 New York, NY 5.0 / 250 (HubSpot Directory) Complex technical HubSpot architecture Winning by Design Menlo Park, CA Named enterprise clients (Adobe, Uber Eats, Calendly) Series B+ full lifecycle redesign Go Nimbly San Francisco, CA Named clients (Intercom, Watershed, Superhuman) PLG / hybrid GTM motions Carabiner Group Los Gatos, CA Part of SBI since 2024; enterprise clients Multi-tool, platform-agnostic stacks RevPal Bend, OR #1 Reply.io 2026, top 3 Revenue.io Diagnostic-first engagements Remotish Cincinnati, OH HubSpot-focused client base Ongoing monthly HubSpot RevOps Domestique Denver, CO Cited across multiple 2026 agency guides; Platinum HubSpot Partner Early-stage hands-on implementation When to Hire In-House vs. an Agency Strengthen your in-house team when your processes are genuinely company-specific, when data security or compliance requirements make outside access

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