Best AI sales tools
Best AI stack for sales, ranked by effect on the work, with the risk read beside each one.
+3TL;DR
- 01Start from the system of record. AI must read or update the opportunity to affect pipeline.
- 02One conversation tool and one data tool cover most sales gains. Add engagement and forecasting after the team uses those tools weekly.
- 03A shared assistant belongs here only when it connects to the CRM and updates sales work.
- 04These tools read customer conversations, contact data or the CRM itself. Read the risk columns before the feature list.
We picked these tools for sales leaders by their effect on meetings, opportunities, forecasts, customer data, and CRM records.
The stack at a glance
| # | Tool | Level | Grade | Trains on your data |
|---|---|---|---|---|
| 1 | Microsoft 365 Copilot for Sales | Horizontal AI | A | No training on user data |
| 2 | Gong | Workflow tools | A+ | No training on user data |
| 3 | Clay | Workflow tools | A+ | No training on user data |
| 4 | Apollo.io | Workflow tools | B | Yes |
| 5 | Outreach | Workflow tools | B | Yes |
| 6 |  Clari | Workflow tools | A- | In review |
| 7 |  Salesforce with Agentforce | Systems of record | A+ | No training on user data |
| 8 |  HubSpot with Breeze | Systems of record | A | Yes, with opt-out |
Oximy grade and training readings are shown on the assessment date. We do not show prices: vendor pricing is mostly quote-only, and we print a number only with a source and a date.
The recommended tools
In rank order. Named customers come from the vendor's own published stories, which we opened and checked. They show the tool is used for that job, not that it worked.
Microsoft 365 Copilot brings CRM data into Outlook and Teams.
What it should move: it reduces seller administration and improves CRM records.
Best fit
- It fits Microsoft 365 teams that use Salesforce or Dynamics as their CRM.
- KPN uses Microsoft 365 Copilot for Sales with its CRM to support marketing and sales productivity.[1]
The catch
Sellers need to use Copilot's active CRM connection; check their CRM work when assessing adoption.
Gong analyses sales calls, emails, and meetings for coaching, deal risk, and forecasts.
What it should move: it improves seller training, forecast accuracy, and message consistency.
Best fit
The catch
Gong records customers. Check consent, retention, and training use before rollout.
Clay enriches account and contact data before sales outreach.
What it should move: it improves list quality and reduces list-building work.
Best fit
The catch
Clay uses usage-based credits. Each enrichment run increases spend, so teams need an owner and budget.
Apollo combines contact data, sequences, research, and message drafting.
What it should move: it reduces setup time for teams that need contact data and outreach.
Best fit
The catch
Apollo overlaps with Clay on data and Outreach on sequences. Buying all three duplicates work.
Outreach runs outbound sequences and tracks prospect engagement.
What it should move: it increases seller activity and follow-up consistency.
Best fit
- It fits larger outbound teams that need controlled sequences and manager reporting.
- DocuSign uses Outreach to run outbound multi-touch campaigns and email sequences.[8]
The catch
Outreach sequences can generate activity without creating pipeline. Measure meetings booked and opportunities created.
Clari combines deal data and flags risks and slipped dates.
What it should move: it improves forecast accuracy and reduces time spent preparing weekly forecasts.
Best fit
- It fits organisations with several forecast layers and board-level targets.
- Unity uses Clari for forecasting visibility and deal inspection.[9]
The catch
Clari reads CRM data. Missing stages and close dates produce unreliable forecasts.
Salesforce stores opportunities and runs agents that engage leads and update records.
What it should move: it shortens lead response and records more sales work in the CRM.
Best fit
The catch
Agent pricing depends on usage and excludes seats. Estimate agent usage before wider use.
HubSpot combines CRM records with prospect research, email drafting, and meeting preparation.
What it should move: it reduces seller preparation by using existing CRM records.
Best fit
The catch
Breeze depends on CRM data. Incomplete contact and deal records produce generic prospect research and emails.
Where to start
Your CRM data is incomplete
Fix the record first, then use conversation intelligence to write notes and next steps to each opportunity.
Outbound work is too slow
Use Clay for data with Outreach for engagement, or use Apollo for both.
Your forecast is unreliable
Maintain stages and close dates before adding forecasting, so the tool receives reliable CRM data.
A tool is due for renewal
Check whether it changed meetings booked, opportunities created, or cycle time.
Questions
References
- 01KPN: how it uses Microsoft 365 Copilot for SalesMicrosoftVendor-published
- 02Chime: how it uses GongGong.ioVendor-published
- 03Culture Amp: how it uses GongGong.ioVendor-published
- 04Intercom: how it uses ClayClay LabsVendor-published
- 05Rootly: how it uses ClayClay LabsVendor-published
- 06Smartling: how it uses Apollo.ioApollo.ioVendor-published
- 07Idomoo: how it uses Apollo.ioApollo.ioVendor-published
- 08DocuSign: how it uses OutreachOutreachVendor-published
- 09Unity: how it uses ClariClariVendor-published
- 10Equinox: how it uses Salesforce with AgentforceSalesforceVendor-published
- 11Uber: how it uses Salesforce with AgentforceSalesforceVendor-published
- 12Agicap: how it uses HubSpot with BreezeHubSpotVendor-published
- 13Aerotech: how it uses HubSpot with BreezeHubSpotVendor-published