Parative vs. CRMs

Customer Relationship Management (CRM) systems – such as Salesforce and HubSpot – are the backbone of every modern organization. Learn how Parative's Customer Behavior Platform compares below.

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The Comparison

Competitive with Parative:
Required for Parative use:
Used by other Parative customers:
🙌 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 Customer Behavior Platform is designed to understand when customers’ behavior or product usage signals readiness for convervsion, churn, or expansion. Once identified, Parative alerts the revenue or retention employees that need to know, triggers the relevant workflow automations, and enriches the CRM records with these behavioral insights for easy use by customer-facing teams.

To Sum It up


Parative's Customer Behavior Platform integrates deeply with a company’s current CRM in order to make it better. As Parative captures critical customer behavior and product usage, 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. They only need to continue using the tool in which they already spend the majority of their time – the CRM. By enriching CRM customer records with rich behavioral and usage insights, Parative helps front-line revenue teams identify when customer behavior signals readiness for the outcomes they care about.