What AI tools do you use?

We build on top of the tools you already have - HubSpot, Salesforce, n8n, Make - and layer in AI from OpenAI, Anthropic, and others where it makes sense. No proprietary platform, no new vendor to manage.

Is this actual AI or just rule-based automation?

Both, depending on the job. Simple routing and alerts are rule-based - that's the right tool for that. Scoring, summarization, intent detection, and research use real LLMs. We match the approach to the problem.

Do I need to replace my CRM?

No. We build on top of what you have. Whether that's HubSpot, Salesforce, or something else, we connect to it - we don't replace it.

Do I need a technical team to manage this?

No. The automations run on their own. We build it, hand it off, and your team uses the outputs - alerts, scores, summaries - without touching the infrastructure.

How do you handle our data?

Your data stays in your stack. We don't store it, sell it, or route it through proprietary systems. The pipelines we build connect your existing tools directly.

What does onboarding actually look like?

A 30-minute discovery call, then we scope the work and send a proposal. Once you're in, we go heads-down - no lengthy kickoffs or status meetings. You see working software fast.

What if the AI gets it wrong?

It will sometimes, especially early. That's why we build human review steps where it matters and tune based on your data. Accuracy improves over time - it's not set-and-forget.

How is this different from HubSpot's or Salesforce's native AI?

Native AI works within the walls of that one tool. We connect your entire stack and build logic that runs across it - enrichment, scoring, alerts, and summaries that pull from multiple sources and trigger actions anywhere.

Best AI Note Taker for Sales Calls in 2025

The AI note taker category has gotten crowded fast. Gong, Fathom, Fireflies, Otter, and a dozen others all promise to record your calls, transcribe them, and surface insights automatically. They’re not the same product. Here’s how to pick the right one based on what you actually need.

The thing most people get wrong

The note taker is not the important part. What you do with the transcript is the important part. A team that captures every call in Gong but never uses the data for coaching, CRM updates, or deal review is paying for storage. A team using Fathom’s free tier but automatically pushing transcripts through an AI workflow to update HubSpot fields is getting far more value.

Pick the tool based on your downstream workflow, not the recording feature.

Gong

Best for: mid-market and enterprise sales teams that want revenue intelligence, not just transcription.

Gong does more than record calls. It tracks deal engagement over time, flags at-risk deals based on activity patterns, scores calls against winning behavior benchmarks, and gives managers visibility across the entire pipeline. The analytics layer is genuinely useful if you have the reps and deals to generate meaningful signal.

The cost reflects that. Gong is expensive - typically $100-200 per user per year plus platform fees. For a 5-person team, it’s hard to justify. For a 30-person team where pipeline visibility and rep coaching matter, it pays for itself.

The API is also robust, which means you can pull Gong data into custom workflows - automatic CRM updates, deal summaries, MEDDIC extraction - without manual work.

Fathom

Best for: small teams and individuals who want clean transcripts for free or near-free.

Fathom is free for individuals and inexpensive for teams. It records, transcribes, and summarizes calls with good accuracy. The summaries are cleaner than most tools at this price point. It integrates with HubSpot and Salesforce for basic CRM logging.

It doesn’t have Gong’s revenue intelligence layer. There’s no deal risk scoring, no manager dashboard, no pipeline analytics. But if all you need is a reliable transcript to work with downstream, Fathom is the most practical starting point.

Fireflies

Best for: teams that need broad integration coverage and don’t want to commit to one platform.

Fireflies connects to more calendar and conferencing tools than most competitors and has a larger integration library. It’s a reasonable mid-tier option - better analytics than Fathom, cheaper than Gong, wider integrations than either. The transcript quality is slightly behind Fathom but adequate for most use cases.

The AI search feature is useful: you can ask questions across your entire library of call transcripts, which becomes valuable as the library grows.

Otter

Otter started as a general-purpose transcription tool and has pushed into sales. The transcript quality is good. The sales-specific features are less mature than Gong or even Fireflies. It’s a reasonable choice if your team is already using it for internal meetings and you want one tool for everything, but it’s not the best dedicated sales call intelligence option.

How to choose

30+ reps, need pipeline visibility and coaching analytics: Gong
Small team, need clean transcripts and basic CRM logging, free or low cost: Fathom
Mid-size team, need broad integrations and searchable call library: Fireflies
Already using Otter for internal meetings: stick with it if it’s working

The decision that matters more than which note taker you pick is what happens after the call ends. If your transcript sits in a dashboard nobody checks, you’ve bought an expensive storage system. If it automatically triggers CRM updates, deal summaries, and rep briefs, you’ve built actual infrastructure.