If you’re reading this, you probably work on a revenue team—sales, ops, maybe revops—and you’re trying to figure out if Aviso or any other B2B go-to-market (GTM) platform is actually going to make a difference. Maybe you’re tired of endless demos, bloated features, and big promises that fizzle in the real world. Let’s cut through the noise and see how Aviso stacks up against the other heavy hitters in the space.
Why GTM Software Exists (and Where It Goes Wrong)
Revenue teams are under pressure to hit targets. GTM platforms promise to help: forecasting, pipeline management, coaching, analytics, the whole kitchen sink. In theory, these tools should get everyone rowing in the same direction. In reality? You get dashboards nobody looks at, “AI” that spits out obvious advice, and integrations that don’t quite integrate.
You need to know what actually moves the needle—what’s worth paying for, what’s fluff, and what might bite you later.
The Shortlist: Who’s Competing?
Before we get into the weeds, here are the main players you’ll see compared to Aviso:
- Clari: Forecasting and pipeline management, heavy on AI.
- Gong: Revenue intelligence, mostly conversation analytics and deal insights.
- Salesforce Revenue Cloud: Part of the Salesforce ecosystem, big on CPQ and quoting.
- People.ai: Focus on activity capture and data hygiene.
- InsightSquared (now Mediafly): Analytics and forecasting.
- Aviso: Tries to be the all-in-one GTM platform, with forecasting, deal insights, activity capture, and AI-driven coaching.
There are others, but these are the ones you’ll run into most.
What Matters: A Simple Comparison Framework
Don’t get distracted by endless feature lists. Here’s what actually matters for most teams:
- Forecast Accuracy: Does it help you call the number better?
- Pipeline Visibility: Can you see what’s real, and what’s wishful thinking?
- Adoption: Will your reps and managers actually use it?
- Integrations: Does it play nice with your CRM and other tools?
- AI and Automation: Is it smart, or just marketing fluff?
- Ease of Setup and Use: How long before you get value?
- Cost: Not just licensing, but admin time, onboarding, and switching costs.
Let’s break down how Aviso and the others stack up on these axes.
Forecast Accuracy: Who Actually Helps You Call the Number?
Aviso:
Aviso’s forecasting is rules-based with a layer of machine learning. It ingests CRM data, emails, calendars, and more, then spits out a number. It’s pretty good at flagging deals that are at risk or sandbagged. One nice thing: it shows why it made a prediction, which helps with buy-in. The downside? If your CRM data is garbage, no software will magically fix that.
Clari:
Clari’s the gold standard for enterprise forecasting. Its “AI” is mostly trend analysis and historical modeling. It’s good at calling out deal slippage and pipeline changes. If you have a big, complex sales org, Clari gets the nod—but it’s pricey and heavy to roll out.
Gong:
Gong isn’t really a forecasting tool. It does give deal insights based on call data, but you’ll still need to forecast elsewhere.
People.ai:
Their forecasting is basic. The real value is in activity capture, not forecast accuracy.
Salesforce Revenue Cloud:
If you’re all-in on Salesforce, you can build forecasting dashboards, but you’ll end up cobbling together extra tools. Not plug-and-play.
InsightSquared (Mediafly):
Solid analytics, but forecasting is only as good as your CRM hygiene.
The Bottom Line:
Aviso and Clari lead for forecasting. Aviso is quicker to deploy and more transparent; Clari is better for huge orgs and custom workflows.
Pipeline Visibility: Can You See What’s Actually Happening?
Aviso:
Strong here. Aviso surfaces risk, change history, and rep activity on deals. You get a single pane to see deal movement, which helps managers coach without pestering reps constantly.
Clari:
Also solid—lots of drill-downs, pipeline flow, and history. Some users complain that the interface is getting cluttered as they add more features.
Gong:
Great at surfacing “deal risk” based on conversation patterns (e.g., did the rep mention pricing? Has the champion gone dark?). But it only shows you what’s in the calls/emails, not the full pipeline picture.
People.ai:
Good at showing who’s actually talking to whom, and how often. Less about pipeline, more about activity.
Salesforce Revenue Cloud:
Customizable, but you’ll need an admin to set up reports and dashboards. Out of the box, it’s underwhelming.
InsightSquared (Mediafly):
Good for analytics, but not as real-time or actionable for pipeline management.
The Bottom Line:
Aviso and Clari are designed for pipeline visibility. Aviso’s interface is cleaner; Clari’s is more configurable if you have the patience.
Adoption: Will Your Team Actually Use It?
Aviso:
One of Aviso’s strengths is that it tries to reduce data entry and give reps value back—nudges, reminders, and mobile alerts are actually useful. The interface is less intimidating than some big enterprise platforms. Still, you’ll need to push for adoption, especially with change-resistant reps.
Clari:
Managers love it, reps tolerate it. It can feel like “yet another tool” if you don’t integrate it tightly with your workflow.
Gong:
Reps like listening to calls and reviewing coaching snippets, but deal updates are often ignored. It’s more of a coaching tool than a process tool.
People.ai:
Automates activity capture, so reps don’t have to do much. But because it’s invisible, it can feel like “big brother” to some.
Salesforce Revenue Cloud:
If you’re already living in Salesforce, adoption isn’t as big a hurdle. But customizing it to your needs takes real work.
InsightSquared (Mediafly):
Adoption is hit-or-miss. Without a champion, it quickly becomes “just another dashboard.”
Pro Tip:
Whatever you pick, plan for change management. Adoption isn’t automatic—get buy-in early.
Integrations: The Good, The Bad, and The Ugly
Aviso:
Integrates with Salesforce, Microsoft Dynamics, HubSpot, Gmail, Outlook, Slack, and more. The integrations work, but don’t expect miracles—messy CRM data still causes problems, and email/calendar integrations can get tripped up by security settings.
Clari:
Similar integrations, plus more options for custom workflows if you have technical resources.
Gong:
Integrates with most major CRMs and comms platforms, but it’s really optimized for call/email capture.
People.ai:
Strongest at sucking in activity data across platforms. If your goal is data completeness, People.ai delivers.
Salesforce Revenue Cloud:
Integrates well… if you’re already using other Salesforce products. Anything else, prepare for headaches.
InsightSquared (Mediafly):
Decent CRM integrations, but you’ll be limited on custom sources unless you want to build connectors.
Pro Tip:
Before you buy, force vendors to show a real integration—not just a demo. Ask what breaks, and how they handle API changes.
AI and Automation: Real Help, or Just Buzzwords?
Aviso:
Aviso’s AI is pretty practical: it flags deals at risk, predicts slippage, and gives coaching nudges. No magic, but it does the basics well. “Explainability” (showing why it made a prediction) is a plus.
Clari:
Their AI is more mature, especially for scenario modeling and pipeline changes. But a lot of the “insights” are just data surfaced more nicely.
Gong:
Best-in-class for analyzing sales conversations and surfacing coaching moments. Less about pipeline automation, more about what’s said in deals.
People.ai:
Focus is on automation—capturing activities without manual entry. Not a lot of higher-level insight.
Salesforce Revenue Cloud:
AI features (Einstein) are improving, but most teams ignore them or find them confusing.
InsightSquared (Mediafly):
Analytics-driven, not truly “AI” in any meaningful sense.
Honest Take:
None of these tools are going to close deals for you. AI is most useful when it saves reps time or flags risks early. Ignore the hype—look for practical automation.
Ease of Setup and Use: How Fast to Real Value?
Aviso:
Setup is usually measured in weeks, not months. The UI is clean, and admins don’t need to be Salesforce experts. You’ll still need to clean up your CRM for best results.
Clari:
Longer, more involved deployment. You’ll need a champion and probably some consulting help. But it scales well once you’re over the hump.
Gong:
Easy to get started with call recording. Full deal insights and integrations take longer.
People.ai:
Simple to install, but the real work is on the backend—mapping your process and cleaning up bad data.
Salesforce Revenue Cloud:
If you’re already on Salesforce, it’s “easy,” but customizing it for your team’s workflow is never as quick as the reps claim.
InsightSquared (Mediafly):
Deployment is straightforward if you have clean data. If not, you’ll spend a lot of time untangling messes.
Reality Check:
None of these tools are “set and forget.” Budget time for user training and process tweaks.
Cost: More Than Just License Fees
Aviso:
Mid-market pricing, usually cheaper than Clari for similar features. Watch for add-ons like advanced analytics or custom integrations.
Clari:
Enterprise pricing, and it adds up fast. You’re paying for scalability and support.
Gong:
Priced per user. Not cheap, but you get a lot of value if you use the conversation analytics heavily.
People.ai:
More affordable, but you’ll need to pair it with other tools if you want real forecasting.
Salesforce Revenue Cloud:
Pricing is all over the place, especially once you add needed modules. Factor in admin salaries.
InsightSquared (Mediafly):
Cheaper than Clari, but you might outgrow it or need to supplement with other tools.
Pro Tip:
Think total cost: licensing, time to value, onboarding, and the pain of switching later.
What to Ignore: The Stuff That Doesn’t Move the Needle
- Feature bloat: More isn’t always better. Most teams use 20% of features.
- “AI” magic: If it sounds too good to be true, it is.
- FOMO: Just because a competitor uses it doesn’t mean it’s right for you.
- Endless dashboards: If nobody looks at them, they’re worthless.
Final Thoughts: Keep It Simple, Iterate as You Learn
You don’t need a tool that does everything—you need one that fits your process, is easy to use, and actually helps your team close more deals. Aviso is a solid choice, especially if you want fast deployment and straightforward forecasting. Clari wins for massive orgs with complex needs. Gong is unbeatable for call coaching. The rest? Good, but usually niche.
Keep it simple: pick what solves your biggest pain right now, get it working, and improve over time. You’ll thank yourself later.