When it comes to improving GTM performance, two types of platforms often come up: conversation intelligence tools and revenue navigation platforms.

Both are powerful. Both are valuable. But they solve very different problems.

Conversation Intelligence: Deal-Level Precision and Forecasting Insight

Conversation intelligence platforms are built to help revenue teams analyze what’s happening inside sales conversations. These tools mine call transcripts to surface key insights like:

• Talk-to-listen ratios

• Number and type of questions asked

• Adherence to sales methodology

• Deal-specific risks

They’re often used for:

• Spotting rep behaviors tied to deal success or failure

• Surfacing real-time coaching opportunities

• Improving how reps navigate specific parts of the sales process

And increasingly, they’re also leveraged to improve forecast accuracy—especially for opportunities already in-flight.

By analyzing conversation signals (e.g. deal momentum, sentiment, or red flags), call intelligence platforms can predict the likelihood of an opportunity closing, with greater granularity than CRM data alone.

In short, call intelligence gives you detailed visibility into:

• How reps are performing in calls

• What’s happening inside each opportunity

• Which open deals are showing risk or momentum

Revenue Navigation: GTM-Wide Insight and Proactive Action

Revenue Navigation operates at a broader scope. It’s not limited to deal inspection or stage-by-stage coaching. Instead, it gives GTM leaders a complete view of performance across the entire revenue motion—from early pipeline creation through to closed-won.

Where call intelligence focuses on depth within deals, revenue navigation focuses on width across the funnel.

It helps you identify:

• Gaps in pipeline creation by channel, sub-channel, or team

• Conversion breakdowns between stages—by team, segment, or rep

• Where ASP is drifting (and which segments or reps are driving it)

• Which teams are consistently lagging in volume, value, or velocity

• How each KPI is trending relative to plan, prior performance, and peer benchmarks

It’s not just about monitoring open deals. It’s about:

• Understanding what’s causing pipeline shortfalls

• Knowing where and why deals are stalling before it becomes a forecast problem

• Detecting quiet risks and trends across the full funnel, not just inside opportunities

And critically, Revenue Navigation doesn’t rely on the user to go find these answers.

It proactively surfaces:

• The most urgent risks

• The most troubling trends

• The biggest upside opportunities

All of them are ranked by estimated revenue impact—so you know exactly what to fix first.

They Work Best Together

These platforms aren’t redundant. They’re complementary.

• Revenue Navigation tells you what’s underperforming across the GTM engine and what that will cost you

• Conversation Intelligence tells you why it’s happening inside individual deals and how reps are showing up

Here’s a simple flow:

1. Revenue Navigation surfaces that Rep A has a 24% drop in proposal-to-close conversion compared to peers.

2. Conversation Intelligence helps you review Rep A’s recent calls at that stage to pinpoint coaching moments.

Used together, the two platforms enable a smarter, more targeted feedback loop—zooming in on rep behavior only where the broader data shows something is off.

Final Takeaway

We’re big believers in conversation intelligence platforms and recommend them often. They offer visibility you simply can’t get from CRM data alone.

But for teams that want true control of the entire go-to-market motion, Revenue Navigation is essential.

• One surfaces macro patterns and risks across the funnel.

• The other investigates the micro-level “why” behind them.

One flags what’s breaking.

The other helps fix it.

To run a modern GTM engine, you don’t need to choose between conversation intelligence and navigation.

You need both.