If you work in revenue operations, you’re bombarded with tools that all claim to be the missing link in your go-to-market (GTM) stack. Pipeline intelligence! AI note-taking! Real-time coaching! There’s so much noise, it’s hard to tell what actually moves the needle and what’s just more software bloat.
This guide is for RevOps leaders and operators who want a clear-eyed look at how Attention stacks up against other B2B GTM software solutions. I’ll walk through what matters, what’s overblown, and how to avoid buying yet another tool that winds up shelfware.
What Is Attention (and What Problem Does It Actually Solve)?
Let’s start with the basics. Attention pitches itself as an AI-powered sales assistant. The main promise: help sales reps prep for calls, take notes automatically, and surface insights—ideally making your whole revenue process smoother and more predictable.
You’ll hear phrases like “real-time enablement,” “AI-powered coaching,” and “deal insights.” Under the hood, it’s an all-in-one platform for call recording, summarization, and sales analytics. But plenty of tools make similar claims—think Gong, Chorus, or even legacy sales enablement platforms.
So, is Attention just a slick wrapper, or does it change the game for revenue teams? Let’s break down where it fits, what it does well, and how it compares.
The B2B GTM Stack: Where Does Attention Fit?
Before you start comparing features, map out your GTM stack:
- CRM (Salesforce, HubSpot): Your system of record. Non-negotiable.
- Sales Engagement (Outreach, Salesloft): For cadences, email, and call tracking.
- Conversation Intelligence (Gong, Chorus, Attention): Call recording, transcriptions, coaching.
- Forecasting & Pipeline Management (Clari, BoostUp): Deal inspection, forecasting, pipeline analytics.
- Enablement (Seismic, Highspot): Content management, onboarding, playbooks.
Attention sits mostly in the “conversation intelligence” bucket, but tries to bridge into enablement and analytics. That’s both an advantage (fewer tools) and a risk (jack of all trades, master of none).
Comparing Attention to the Competition
Let’s stack up Attention versus the big names and some up-and-comers. Here’s where things actually differ—no marketing fluff.
1. AI Note-Taking and Summarization
What matters:
- Accuracy of transcripts and summaries
- Ability to capture action items, next steps
- Integration with CRM (does it auto-log stuff?)
Attention:
- Strong at real-time and post-call summaries
- Decent at pulling out action items, but like all AI, sometimes misses nuance (“Follow up on what?”)
- Syncs with Salesforce, but mapping custom fields can take some fiddling
Gong/Chorus:
- Both have mature transcription engines
- Gong is a bit better at context, but you’ll pay for it
- CRM sync is reliable, but setup isn’t always plug-and-play
What to ignore:
- “Sentiment analysis” and “talk ratio” metrics—they rarely change rep behavior
Pro tip: Whatever tool you use, have reps spot-check AI notes at first. Blind trust is how you end up missing major customer asks.
2. Coaching and Deal Insights
What matters:
- Can managers quickly spot risky deals or rep skill gaps?
- Are insights actually actionable, or just dashboards for the sake of dashboards?
Attention:
- Surfaces “deal risks” based on call content, but the signals can be noisy (e.g. flags every pricing objection as a risk)
- Coaching suggestions are more “nudges” than deep insights
- Decent for teams without a formal enablement function
Gong/Chorus:
- Gong wins for customizable deal boards and coaching timelines
- Chorus is solid, but feels more like a recording library than an active coach
Clari/BoostUp:
- Not conversation intelligence, but unbeatable for actual pipeline forecasting
- Harder to set up, pricier, but if you need forecasting, these are in a different league
What to ignore:
- Tools that claim to “automate coaching” entirely. Good managers still need to listen to calls and coach for real.
3. Integrations and Workflow Fit
What matters:
- Does it slot into your existing workflow, or create extra steps?
- Is it flexible with your CRM and sales engagement stack?
Attention:
- Decent out-of-the-box integration with Salesforce, Slack, and calendar
- Some quirks with custom Salesforce objects—test before you roll it out wide
- Chrome extension is lightweight, but can feel barebones
Gong/Chorus:
- Gong has the edge for deep Salesforce integrations and API flexibility
- Chorus covers the basics, but less flexible for custom use cases
- Both tend to require more admin setup, but are more robust at scale
What to ignore:
- Vendors who promise “one-click setup.” There’s always cleanup and change management, no matter what you buy.
4. Pricing and Scalability
What matters:
- Transparent pricing (watch for hidden “seat” fees)
- Can you start small, or do you have to buy for the whole team?
- Are you paying for features you’ll never use?
Attention:
- Mid-market pricing, usually cheaper than Gong
- Allows small team pilots (handy if you want to prove value before a big rollout)
- Pricing can jump with advanced analytics or enterprise integrations
Gong/Chorus:
- Gong is typically the most expensive, but you get an enterprise-grade product
- Chorus is a bit cheaper, but watch out for feature gating
- Both push for annual contracts and full-team rollouts
What to ignore:
- “AI” upcharges—most platforms use similar tech under the hood
5. User Experience and Adoption
What matters:
- Will reps actually use it, or treat it like spyware?
- Is it simple enough that managers want to log in?
Attention:
- Clean, simple interface—less intimidating for new users
- Some reps love the call summaries, others ignore them
- Adoption tends to be higher in teams without tons of legacy process
Gong/Chorus:
- Gong is feature-rich, but can overwhelm new users
- Chorus is straightforward, but less visually polished
- Both require some cultural buy-in (“We record ALL calls now” can freak out reps)
What to ignore:
- Vendor claims about “100% adoption rates.” There is always a ramp, and some reps will never love new tools.
The Honest Bottom Line: What Actually Matters for RevOps?
You don’t need twelve platforms all spitting out dashboards that nobody reads. Here’s what actually matters:
- Visibility: Can you see what’s really going on in deals, or are you relying on rep updates and wishful thinking?
- Rep Enablement: Does the tool actually help reps prep, follow up, and improve, or is it just adding clicks?
- Manager Coaching: Does it make it easier for managers to spot issues and help the team get better?
- Fit with Your Stack: Will it play nice with what you already use, or will it create more admin headaches?
If you’re evaluating Attention against other tools, focus on your real pain points. Need better call notes and quick deal insights, but don’t want to pay Gong prices? Attention is a solid bet. Already have a forecasting tool and just want recordings? Chorus or even a simple recorder might be enough. Looking for enterprise-scale analytics and deep integrations? Gong or Clari are worth the extra cost (if you can stomach it).
Keep It Simple. Iterate as You Go.
It’s easy to get dazzled by AI features, but the best GTM software is the one your team will actually use. Start with your biggest bottleneck, run a pilot with a few reps and managers, and see what sticks. Don’t try to “future-proof” everything at once—there’s always a new tool around the corner.
Buy for where you are, not where a vendor says you should be. And remember: software should make your life easier, not just create prettier dashboards.