Attention: AI conversation intelligence platform that records and transcribes sales calls, scores them against frameworks, and automates CRM updates and follow-ups. Substrata: AI sales intelligence platform that analyzes the social and emotional signals behind conversations to help dealmakers read buyer intent. Which one wins depends on your platform mix, budget, and how hands-off you want notes to be.
How Hosiqo compares and tests toolsFinal recommendation
Shortlist Attention when sales managers coaching reps with consistent call scorecards matters most, and Substrata when coaching sellers on social dynamics in high-stakes conversations matters most. Try them side by side on real calls before deciding — needs vary by team.
AI conversation intelligence platform that records and transcribes sales calls, scores them against frameworks, and automates CRM updates and follow-ups.
AI sales intelligence platform that analyzes the social and emotional signals behind conversations to help dealmakers read buyer intent.
Attention is an AI-native conversation intelligence platform for revenue teams that records, transcribes and analyzes sales calls to automate post-call work and coaching. It captures meetings across video conferencing tools such as Zoom, Google Meet and Microsoft Teams and transcribes conversations in many languages, then uses AI to generate summaries, insights and coaching feedback. A distinguishing capability is automated scorecards: Attention evaluates rep performance against established sales methodologies such as MEDDIC and BANT, giving managers a consistent, AI-generated assessment of each call rather than relying on manual review. The platform also includes AI sales agents that automate follow-up emails, CRM updates and next-step workflows, with a CRM auto-update feature that populates systems from call data to reduce manual entry. Attention integrates with a large ecosystem of tools, including Salesforce, HubSpot, Gmail, Outlook, Slack and Zapier, so call insights and tasks can flow into existing sales processes. It is aimed at revenue teams, sales leaders, individual reps and customer success departments that want to cut administrative work, improve coaching consistency and keep deals from slipping due to missed follow-ups. Pricing varies by plan. Check the official website for current pricing.
Best suited for
Substrata is an AI sales coaching and deal intelligence platform that takes a different angle from typical conversation intelligence tools: rather than focusing on transcription and summaries, it analyzes the social and emotional signals beneath sales conversations. Its core function is to model buyer psychology, attitudes, and momentum across interactions to help professional dealmakers understand intent and power dynamics. A central component is SoundWave, a real-time conversational analytics engine that listens to sales calls and analyzes voice tone, pace, pauses, interruptions, and the push-pull of social dynamics, surfacing the why behind what is being said rather than just the words. Substrata applies this signal analysis across conversations and email exchanges to gauge buyer sentiment and engagement, giving sellers and revenue leaders a read on how deals are actually progressing. The platform is aimed at B2B revenue professionals and leaders, and is positioned for smaller and mid-sized dealmaking teams that want behavioral insight into negotiations and high-value conversations. It has been recognized as a high performer across sales coaching, AI sales assistant, conversation intelligence, sales analytics, and revenue operations categories. Pricing varies by plan. Check the official website for current pricing.
Best suited for
Attention is a free tier with paid upgrades (freemium); Substrata is a free tier with paid upgrades (freemium). Always confirm current pricing on each vendor's site before buying.
| Feature | Attention | Substrata |
|---|---|---|
| Core capability | Records and transcribes calls across Zoom, Google Meet and Microsoft Teams | SoundWave real-time analysis of tone, pace, pauses, and interruptions |
| Standout feature | Transcription in 100+ languages | Behavioral analysis of buyer attitudes, intent, and power dynamics |
| Team usage | Automated coaching scorecards against MEDDIC, BANT and similar frameworks | Email signal analysis for sentiment and engagement |
| Integrations | AI sales agents for follow-ups and next-step automation | Deal momentum tracking across conversations |
| Languages & capture | CRM auto-update to reduce manual data entry | Coaching insights focused on social and emotional cues |
| Best-fit workflow | Integrations with Salesforce, HubSpot, Gmail, Outlook, Slack and Zapier | SoundWave real-time analysis of tone, pace, pauses, and interruptions |
Attention
Choose Attention if you need sales managers coaching reps with consistent call scorecards — strengths include methodology-based scorecards bring consistency to call coaching.
Substrata
Choose Substrata if you need reading buyer intent and sentiment during negotiations — strengths include analyzes social and emotional subtext beyond plain transcription.
Attention
Substrata
It depends on your workflow. Attention is strong for sales managers coaching reps with consistent call scorecards, while Substrata is strong for reading buyer intent and sentiment during negotiations. Both transcribe and summarize meetings.
Attention is a free tier with paid upgrades and Substrata is a free tier with paid upgrades. Check each vendor's pricing page for the latest plans and free-tier limits.
You can — some teams pair them when each covers a different part of the meeting workflow.
More head-to-head comparisons involving Attention and Substrata.
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