If you’re in B2B marketing or sales ops and you’re drowning in tools that promise “AI-powered revenue acceleration,” you’re not alone. Propensity claims to help B2B teams get go-to-market (GTM) right—with data-driven targeting, campaign orchestration, and predictive analytics. But is it really the smarter, simpler answer, or just another dashboard you’ll open twice a month? Here’s what you actually need to know—features that matter, how it feels to use, what you’ll pay, and what’s just fluff.
Who Should Even Care About Propensity?
If you run GTM for a B2B SaaS company, manage a demand-gen team, or just want your sales and marketing to stop arguing about “lead quality,” Propensity might have your attention. It’s built for companies tired of spreadsheet gymnastics and customer data scattered across tools. If you want everything in one place—account scoring, campaign triggers, pipeline insights—this is the sort of platform you’re probably eyeing.
But, if you’re a solo founder or a tiny team, or if your GTM is more about relationships than data, you can skip it. Propensity’s sweet spot is mid-market to enterprise tech.
What Is Propensity, Really?
Propensity pitches itself as a “Revenue Orchestration Platform.” In plain English: It tries to pull all your sales and marketing data together, prioritize which accounts to go after, and automate the follow-up. The idea is less guesswork, more hitting your targets.
So, what does it actually do? Here’s the breakdown:
Core Features (The Stuff You’ll Actually Use)
1. Account Scoring and Fit Modeling
- Pulls data from your CRM, website, intent data, and more.
- Uses some machine learning to figure out which accounts are most likely to buy.
- Lets you tweak the scoring model (thankfully, not just a black box).
Honest Take: The scoring is decent if your data is clean. If your CRM is a mess, you’ll get garbage in, garbage out. The ability to adjust the model is a plus—most tools lock you out of this.
2. Intent and Engagement Tracking
- Monitors signals like site visits, email opens, and ad engagement.
- Integrates with Bombora, 6sense, and other intent providers.
- Surfaces “hot” accounts for sales or marketing to work.
Honest Take: This is fast becoming table stakes. Propensity does a good job of tying signals together, but don’t expect it to read your buyers’ minds.
3. Automated Campaign Triggers
- Set up rules: When an account hits a score or intent threshold, fire off an email, ad, or assign to sales.
- Integrates with HubSpot, Salesforce, Marketo, and Outreach.
Honest Take: This is where Propensity stands out if you’re tired of duct-taping Zapier and 10 other tools. If your team hates manual handoffs, this can save time.
4. Pipeline Analytics and Forecasting
- Visualizes where deals are stalling, what’s working, and forecasted revenue.
- Can slice by segment, product, or campaign.
Honest Take: The dashboards are clear, but don’t expect a crystal ball. The forecasting is as good as your inputs, and you’ll want to sanity-check the numbers.
5. Data Unification
- Connects to most major B2B tools (CRMs, ad platforms, enrichment providers).
- Tries to create a single view of each account.
Honest Take: A lot of platforms promise this, but Propensity does a solid—if not perfect—job. You’ll still need to wrangle data here and there.
Features: What’s Hype and What’s Helpful
Let’s cut through the marketing:
Stuff That Actually Helps - Customizable account scoring: Not being locked into a “secret sauce” is refreshing. - Automated handoffs: Less finger-pointing between sales and marketing. - Decent integrations: If you’re on Salesforce, Marketo, HubSpot, Outreach—you’re covered.
Stuff You Can Probably Ignore - “AI-powered recommendations:” Don’t expect magic. It’s smart filtering, not actual intelligence. - Proprietary intent signals: Useful, but not a silver bullet. You’ll still catch misses. - “One-click GTM launches:” There’s always more setup than they admit.
Annoyances - Data hygiene required: If your CRM is a dumpster fire, Propensity won’t fix it for you. - Learning curve: The interface is better than most, but don’t expect to be an expert on day one.
Pricing: How Much Will This Actually Cost?
Propensity doesn’t publish pricing on their site, which is annoying but typical for this category. Here’s what you can expect based on industry chatter and discussions with current users:
- Starting at ~$30,000/year for smaller teams (20-50 seats).
- Mid-market deals tend to hit $60k-$100k/year, especially with add-ons (intent data, custom integrations).
- Enterprise pricing can climb higher, especially if you want white-glove onboarding.
What’s included? - Base fee covers core features. - Add-ons for advanced reporting, data enrichment, and extra integrations. - Support is standard; premium support costs extra.
Are there hidden costs? - If you need a lot of integration or have messy data, factor in professional services. - Intent data providers (Bombora, 6sense) often charge separately, even if Propensity integrates with them.
Pro Tip: Always negotiate, and push for a proof-of-concept. Most teams can get a pilot or at least a discounted first year.
User Experience: What’s It Like Day-to-Day?
Setup
- Implementation: Expect 2-6 weeks, depending on your data sources and team size.
- Onboarding: There’s a learning curve, but the support team is responsive. Documentation is better than average, but some jargon sneaks in.
Interface
- Dashboard: Clean, easy to read, not cluttered with vanity metrics.
- Customization: You can tweak views, but deep custom reporting will take time.
Using It
- Adoption: Sales and marketing teams actually use it—assuming you train them. If you skip onboarding, adoption will lag.
- Speed: The platform is snappy. No waiting 10 seconds for a report to load.
- Mobile: There’s no real mobile app—desktop is the way to go.
Pain Points - Data mapping: Getting all your sources talking to each other can be tedious. - Overpromising on “AI:” It’s not going to replace your ops person. It’s a tool, not a strategy.
Support
- Live chat and email: Fast responses, but sometimes you’ll get pushed to knowledgebase articles.
- Community: Small but growing; not a lot of peer help yet.
Alternatives: How Does Propensity Stack Up?
- 6sense: More mature, but also more expensive and complex. Better for huge orgs.
- Terminus: Strong on ABM campaigns, lighter on analytics.
- Demandbase: Good integrations, but interface is clunkier.
- Roll-your-own (Zapier, spreadsheets, CRM): Cheaper, but eats up your time and sanity.
Bottom line: Propensity is best for teams that want a balance of automation, analytics, and usability—without hiring five ops people to run it.
Should You Buy Propensity? Final Thoughts
Here’s the honest rundown:
- Worth it if... You have a marketing and sales team, real pipeline volume, and want less manual work. Your data is in decent shape, and you’re ready to invest in setup.
- Not for you if... You’re a small shop, your data is a mess, or you want instant results. It’s powerful, but not magic.
If you decide to try Propensity, keep it simple at first. Start with core features, get the team using it, and build from there. No tool is going to fix your GTM overnight—but the right one can save you a lot of headaches if you use it well. Iterate, ask for help, and don’t be afraid to ignore the features you don’t need.
Keep it simple, stay skeptical, and let the results—not the pitch decks—do the talking.