5 Best Gong Alternatives for Product Marketing Teams in 2026

If you're searching for a Gong alternative for product marketing, you're probably not looking for a better sales coaching tool. You're looking for something fundamentally different.

Product marketing managers need competitive intelligence from conversations. Product teams need feature request patterns. Sales enablement needs objection playbooks built from real customer language. However, Gong was designed for sales managers — not for these teams.

As a result, most non-sales GTM teams end up paying enterprise pricing for a tool that doesn't serve their core workflows. This guide compares five Gong alternatives that actually solve the problem for PMMs, product, and enablement teams in 2026.

Why PMMs Need a Gong Alternative in the First Place

Gong is powerful for what it was built to do: help sales managers coach reps, forecast deals, and manage pipeline. That said, it creates real problems for everyone else on the GTM team.

PMMs can't query conversations for competitive intelligence. Gong's interface centers on individual calls and deals. Answering "how often do prospects mention Competitor X in lost deals?" requires hours of manual review. There's no aggregate analysis layer for non-sales questions.

Product teams can't systematically extract feature requests. Feature signals are scattered across individual recordings with no native workflow for aggregation, frequency tracking, or prioritization.

Enablement teams can't build content from conversation patterns. Creating objection playbooks from real customer language still means manually reviewing calls and copying quotes — exactly the workflow an alternative should eliminate.

Moreover, Gong's pricing makes it especially hard to justify for non-sales use cases. Platform fees alone run $5,000–$50,000/year, on top of $1,300–$1,600/user/year. For a 20-person team, that's $40,000–$80,000+ in year one. Most of that spend benefits sales managers, not PMMs or product teams.

Gong's Blind Spots for Non-Sales Teams

Before exploring alternatives, it's worth understanding exactly where Gong falls short for product marketing and enablement workflows.

No cross-conversation intelligence. Gong organizes data around individual calls and deals. PMMs asking "what are the top 5 objections in lost enterprise deals?" or "how is competitor X perceived across all conversations?" can't get answers without manual work. Consequently, aggregate customer intelligence stays locked inside individual recordings.

No recorder-agnostic ingestion. Gong is its own recorder. If your team uses Fireflies, Otter, Zoom's native recording, or Grain, that data doesn't flow into Gong. You're locked into one ecosystem.

Expensive for non-sales use cases. Avoma's research confirms what many buyers experience: platform fees from $5,000–$50,000, no monthly billing options, and multi-year contracts with 5–15% annual increases. For 3 PMM seats, the ROI is nearly impossible to justify.

No native PMM or enablement workflows. No battlecard generation from conversation data. No automated competitive mention tracking with sentiment. No win/loss pattern analysis that a PMM can run independently. Gong's workflows are built for sales managers — everyone else is an afterthought.

Limited segmentation for customer intelligence. Queries like "what do VP-level buyers in healthcare say about pricing?" require workarounds. Gong connects to CRM, but doesn't natively segment insights by persona, industry, or deal outcome across your full conversation library.

The 5 Best Gong Alternatives for Product Marketing Teams

1. Proponent — The Gong Alternative Built for Product Marketing

Proponent is a customer intelligence platform that connects to your existing recorder (Gong, Fireflies, Zoom, Grain, Otter) and CRM (Salesforce, HubSpot) to extract structured intelligence across conversations.

What makes it different: Proponent doesn't record calls — it's a recorder-agnostic intelligence layer. The key capability is CRM + call data mapping: every insight is automatically tagged with persona, deal stage, industry, and outcome. Therefore, "show me competitor mentions in lost enterprise deals from Q4" is a query, not a research project.

Core capabilities: AI Chat for natural language querying across all conversations. Theme Finder for automatic pattern and trend detection. Deal Insights for cross-conversation summaries. Custom Extraction for defining exactly what intelligence you need.

PMM-specific strengths: Competitive intelligence from actual customer perception. Win/loss analysis without post-mortem surveys. Messaging validation from field conversations. Intent-based segmentation for targeted campaigns.

Limitations: Not a recorder — requires an existing recording tool. Not a sales coaching platform.

Pricing: Seat + usage-based model, significantly below Gong's enterprise pricing. Contact for details.

"Proponent is now a key layer in our GTM process. It gives Sales and Marketing a structured way to understand intent, competition, and desired outcomes." — Ivan Castro, Head of Marketing, PAXAFE

Proponent vs. Gong: Head-to-Head for Non-Sales Teams

2. Avoma — Affordable Gong Alternative for Meeting Management

Avoma is an all-in-one AI meeting assistant combining scheduling, recording, transcription, and conversation intelligence.

Strengths: Covers the full meeting lifecycle in one tool. CI add-on ($29/user/mo) includes scorecards and topic tracking at a fraction of Gong's cost. Good CRM sync to Salesforce and HubSpot. Only recorders need paid seats — viewers are free. Additionally, Avoma claims 200+ customers have switched from Gong.

Limitations: CI features are still sales coaching-focused (talk ratios, scorecards). No aggregate cross-conversation intelligence for PMMs. It's its own recorder, so it creates data duplication if you already have one.

Pricing: Starter $19/user/mo, Organization $29/user/mo. CI add-on $29/user/mo, Revenue Intelligence add-on $29/user/mo. 14-day free trial.

3. Dovetail — Best for UX Research, Not Conversation Intelligence

Dovetail is a qualitative research platform for UX researchers and product teams, designed for organizing and analyzing customer feedback from interviews, surveys, and support data.

Strengths: Purpose-built for structured qualitative analysis with tagging, taxonomy building, and insight boards. AI-powered search and summaries across projects. Strong research repository for long-term knowledge accumulation.

Limitations: No CRM integration for deal context — can't filter insights by deal stage, persona, or outcome. Core workflow relies on manual tagging, which doesn't scale for high-volume call analysis. Furthermore, it wasn't designed for conversation intelligence use cases.

Pricing: Free plan available. Professional $15/user/mo. Business and Enterprise custom pricing.

4. Fireflies — Budget Gong Alternative for Transcription

Fireflies is an AI meeting notetaker with transcription, search, and CRM integration at aggressive price points. Recently valued at $1 billion.

Strengths: Pro plan at $10/user/mo offers unlimited transcription, AI summaries, and CRM sync. Good integration ecosystem (Salesforce, HubSpot, Slack, Zapier). Topic tracking and smart search. 100+ language support.

Limitations: Individual meeting-level analysis only — no aggregate intelligence across conversations. AI credit system creates hidden costs (20 credits/mo on Pro, heavy users report $29–$200/mo extra). No CRM identity mapping for segmentation.

Pricing: Free plan (800 min storage). Pro $10/user/mo. Business $19/user/mo. Enterprise $39/user/mo. Annual pricing. Watch for AI credit overages.

5. Grain — Simple Gong Alternative for Small Teams

Grain is an AI meeting recorder focused on video clip sharing, CRM sync, and lightweight coaching for small to mid-size teams.

Strengths: Excellent clip and highlight workflow — select transcript text, create video clip, share via Slack or email. Clean HubSpot integration consistently praised by users. Generous free tier (20 meetings).

Limitations: No cross-conversation intelligence or trend analysis. Smaller integration ecosystem. It's its own recorder — doesn't ingest from other tools. No PMM or enablement-specific workflows.

Pricing: Free (20 meetings). Starter $15/user/mo. Business $29/user/mo. Enterprise custom.

Gong Alternative Comparison: What Matters for Non-Sales Teams

This comparison table focuses specifically on capabilities that PMMs, product managers, and enablement leads care about — not sales coaching features.

Annual Cost Comparison: Gong vs. Alternatives (10-Person Team)

How to Choose the Right Gong Alternative

Choose Gong if your primary buyer is a VP Sales who needs enterprise-grade coaching and forecasting.

Choose Proponent if your users are PMMs, product, or enablement teams who need cross-conversation intelligence connected to CRM context — especially if you already have a recorder.

Choose Avoma if you want meeting management + CI in one tool at a fraction of Gong's price, and your needs are primarily sales-focused.

Choose Dovetail if you're a UX/product team doing structured qualitative research across interviews and support data.

Choose Fireflies if budget is the top priority and you need reliable transcription and search.

Choose Grain if you're a small team that values clip sharing and clean HubSpot integration.

Can You Use Gong + a Gong Alternative Together?

Yes — and in many cases, this is the best approach. If your sales team already uses Gong, tools like Proponent sit on top of Gong's data to serve non-sales teams. Sales managers keep their coaching workflows. PMMs, product, and enablement get the cross-conversation intelligence they need.

This is especially relevant for companies where Gong was purchased for sales but PMMs and product teams are locked out because they don't have seats or the interface doesn't serve their workflows. A recorder-agnostic Gong alternative like Proponent eliminates this problem entirely.

Frequently Asked Questions

Can PMMs use Gong for competitive intelligence? You can search for competitor names and create Smart Trackers. However, Gong doesn't offer aggregate competitive analysis, sentiment tracking around mentions, or win/loss correlation by competitor. Most PMMs end up doing significant manual work or relying on sales to relay insights — which is exactly the problem a Gong alternative should solve.

What's the difference between conversation intelligence and customer intelligence? Conversation intelligence (Gong, Chorus) analyzes how conversations happen — talk ratios, coaching moments, rep performance. Customer intelligence analyzes what customers say — patterns in objections, competitive mentions, feature requests, buying triggers. The first optimizes sales execution. The second informs GTM strategy.

Can I just use ChatGPT to analyze transcripts? For individual calls, yes. For aggregate analysis across hundreds of calls, no. ChatGPT's context window holds roughly one transcript at a time. It has no CRM context, no memory across conversations, and research shows it struggles with counting accuracy in text analysis tasks. It's a useful tool, not a Gong alternative.

Do I need to replace my recorder to use a Gong alternative? It depends on the tool. Avoma, Fireflies, and Grain are their own recorders — they replace your current setup. Proponent is recorder-agnostic and connects to whatever you already use (including Gong). Dovetail accepts uploaded transcripts from any source.

Is Gong worth the price for a small team? If your team is under 50 people and your primary need is customer intelligence (not sales coaching), Gong's pricing is hard to justify. The platform fee alone ($5,000–$50,000/year) before per-seat costs makes the ROI difficult for non-sales use cases. Most Gong alternatives on this list deliver comparable or better value for non-sales teams at a fraction of the cost.

Want to see how Proponent works with your existing recorder? Book a demo →

Already using Dovetail? Read: Top 10 Dovetail Alternatives for 2025