If you manage a B2B sales team, you're probably drowning in software demos and “game-changing” AI promises. You want real answers: Does Einstein Co-Pilot actually help close more deals? How does it stack up against the other big names in go-to-market (GTM) software? This guide is for sales leaders and ops folks who want honest comparisons—no fluff, no vendor hype.
What Counts as “Go to Market” Software?
Let’s get clear. When people say “go to market” (GTM) software, they really mean tools that help sales teams:
- Find leads (prospecting)
- Reach out (engagement, automation)
- Manage relationships (CRM)
- Forecast and report
- Automate repetitive stuff (so reps can actually sell)
You’ll see terms like “AI-powered,” “predictive,” and “enablement” thrown around. Some of that’s real, a lot is just marketing. The main players? Salesforce (Einstein Co-Pilot), HubSpot, Outreach, Salesloft, Gong, and sometimes tools like Clari or Apollo.
Quick Table: Who Does What?
Here’s a no-nonsense look at the main B2B GTM tools we'll compare:
| Tool | Core Strengths | Weak Spots | Typical Fit | |----------------------|------------------------------|----------------------------------|-------------------------------------| | Einstein Co-Pilot | CRM, automation, AI insights | Can be complex, Salesforce-only | Large teams, Salesforce shops | | HubSpot Sales Hub | All-in-one, easy UI | Price jumps fast, less depth | SMB/mid-market, all-in-one seekers | | Outreach | Sequencing, automation | Not a CRM, setup time | SDR/BDR-heavy, mid/large teams | | Salesloft | Engagement, analytics | Can be pricey, learning curve | Outbound teams, analytics-focused | | Gong | Call analysis, coaching | Not a CRM, noisy data | Teams wanting call insights | | Clari | Forecasting, pipeline mgmt | Integrates with CRM, not CRM | Revenue ops, forecasting-heavy | | Apollo.io | Prospecting, email finding | CRM is basic, less enterprise | Small teams, scrappy prospectors |
Let’s dig into how Einstein Co-Pilot compares, and where it actually makes a difference.
What Makes Einstein Co-Pilot Different?
Einstein Co-Pilot is Salesforce’s answer to “where’s the AI in sales?” It’s an AI assistant embedded in Salesforce. It can:
- Draft emails, summarize notes
- Suggest next steps based on deal data
- Auto-log calls and update records
- Surface insights (e.g., “This deal might slip. Here’s why.”)
- Work across Salesforce’s CRM, not just emails or calls
Who actually benefits?
- Teams already using Salesforce (it’s not plug-and-play elsewhere)
- Sales orgs drowning in data, but not using it well
- Anyone who wants AI help inside their CRM, not a separate tool
What’s oversold?
- “It’ll do all your admin work!” — It helps, but manual review is still needed.
- “AI will tell you the secret to closing.” — You still need good reps and product-market fit.
If you’re not a Salesforce shop, skip it. If you are, it could be a game-changer—or just another dashboard—depending on how you roll it out.
How Does It Stack Up to the Alternatives?
1. HubSpot Sales Hub
What Works: - Super clean interface—easy for new reps. - Decent built-in automation and reporting. - Good for teams that want marketing and sales in one spot.
What Doesn’t: - Gets expensive as you grow. - Automation is lighter than Salesforce or Outreach. - AI is more “helper” than “advisor.”
Bottom Line: Great if you want to avoid Salesforce complexity and don’t need deep enterprise features.
2. Outreach
What Works: - Top-notch for outbound prospecting (sequences, auto-dials, etc.). - Integrates with most CRMs. - Deep analytics on rep activity.
What Doesn’t: - Not a CRM (you still need Salesforce or HubSpot). - Setup can be a beast; needs process discipline. - AI features mostly suggest “best time to send” or surface at-risk deals—not magic.
Bottom Line: If your team is all about outbound, Outreach can supercharge you. But it’s not a one-stop-shop.
3. Salesloft
What Works: - Strong engagement and cadence tools. - Good analytics, especially for team coaching. - Integrates with Salesforce, HubSpot, others.
What Doesn’t: - Can get pricey, especially for advanced analytics. - Takes some training to use well.
Bottom Line: Similar to Outreach, but with a slightly different flavor and UI. Pick the one that matches your workflow.
4. Gong
What Works: - Records and analyzes sales calls—finds coaching moments and trends. - Can spot “deal risks” by scanning what’s said on calls. - Good for improving rep talk tracks.
What Doesn’t: - Not a CRM, not an automation platform. - Data overload is real—someone needs to sift through the insights. - “AI” is mostly keyword/phrase detection.
Bottom Line: Best for teams wanting to up their talk game, not manage deals.
5. Clari
What Works: - Strong pipeline forecasting and health dashboards. - Syncs with Salesforce, not a standalone CRM. - Helps spot deals that need attention.
What Doesn’t: - Another tool to manage. - Forecasting is only as good as your CRM hygiene.
Bottom Line: If forecasting is your hair-on-fire problem, Clari’s worth a look. Otherwise, it’s overkill for smaller teams.
6. Apollo.io
What Works: - Great for finding new prospects (emails, phone numbers). - Basic CRM features for small teams. - Affordable.
What Doesn’t: - CRM isn’t as robust as Salesforce or HubSpot. - Less useful for big, complex sales orgs.
Bottom Line: Scrappy teams on a budget can do a lot with Apollo, but you’ll outgrow it if you scale.
When Does Einstein Co-Pilot Actually Win?
Let’s cut through it. Einstein Co-Pilot shines if:
- You’re already deep in Salesforce, and switching CRMs is a non-starter.
- You want AI help inside the CRM—so reps don’t have to bounce between tabs.
- You have the resources to actually set it up right (most value comes from thoughtful workflows, not just turning it on).
It’s less useful if:
- Your reps mostly live in email or outreach tools, not the CRM.
- You don’t have clean data. (AI can’t polish a turd.)
- You’re a small team and just need to hustle, not automate everything.
What Features Actually Move the Needle?
Ignore the shiny demos for a second. Here’s what matters, no matter what tool you pick:
- Easy activity logging (calls, emails, meetings) — otherwise your CRM is fantasyland.
- Automated reminders and nudges — so deals don’t slip through the cracks.
- Useful reporting — not just charts, but stuff your managers actually use.
- Integration — tools that talk to each other, not more manual work.
- Adoption — if reps hate it, none of the features matter.
AI is nice, but don’t buy a tool because it has AI. Buy it because it makes your team’s life easier (and your pipeline more predictable).
Pitfalls to Watch For
- Overcomplicating things: Fancy features = more setup, more training, more stuff to break.
- Buying for tomorrow: Most teams overbuy, thinking they’ll “grow into it.” Start smaller.
- Forgetting the humans: No tool replaces a good manager or motivated sales reps.
- Ignoring data hygiene: Garbage in, garbage out—especially true with AI.
Pro Tips for Rolling Out Any GTM Software
- Pilot with a small group: Let your best reps break it first.
- Automate the boring stuff: Logging, reminders, pipeline updates.
- Train in small chunks: Don’t try to boil the ocean on day one.
- Measure adoption: Usage > features. If reps aren’t using it, fix that first.
- Iterate: Your process will change—keep tweaking your setup.
The Real Takeaway
Don’t get sucked into demo theater or AI hype. Whether you choose Einstein Co-Pilot, Outreach, HubSpot, or something else, focus on what your team actually needs now. Start simple. Get your reps using the tool every day. Add complexity only when you need it.
Better to have a tool that’s 80% perfect and used than a “perfect” solution collecting dust. Try, tweak, repeat. That’s how you win.