Parative vs. CRMs

Customer Relationship Management (CRM) systems are the backbone of every modern organization. Learn how Parative works with these tools below.

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The Comparison

Competitive with Parative:
Required for Parative use:
Used by other Parative customers:
ūüôĆ All of Them

Primary Difference

Customer Relationship Management (CRM) tools allow customer-facing teams to keep track of the relationships they have with their customers. Although CRMs originally were focused on helping Sales teams manage their pipeline of prospects, they have since become the defacto source of record for customer information captured by Sales, Marketing, Success, and Support.

Parative’s Scoring Automation Engine is designed to unify customer data in order to understand when customers are ready for conversion, churn, or expansion. Once these signals are identified, Parative alerts the revenue or retention employees that need to know, triggers the relevant workflow automations, and enriches the CRM records with these insights.

To Sum It up


Parative integrates deeply with a company’s current CRM in order to make it better. As Parative identifies key signals and scores customer readiness for revenue outcomes, it stores these insights entirely in the relevant customer records in the CRM. This means that customer-facing teams do not need to log into Parative to gain this additional value. By enriching CRM customer records, Parative helps front-line revenue teams understand their data so they can get it out of the way and focus on acting on those hidden insights.