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Part of How to choose revenue intelligence software and check UK GDPR duties
How to choose revenue intelligence software and check UK GDPR duties
Choose revenue intelligence software: names Gong, Clari, Salesloft, ZoomInfo and Cognism, explains private quotes, and covers UK GDPR, VAT and pilot steps.
What to take away
- Gong, Clari, Salesloft, ZoomInfo and Cognism publish no GBP list price; all five quote annually by seat or contract value.
- HubSpot, Salesforce and Dynamics 365 do publish GBP prices per seat per month, excluding VAT.
- UK GDPR and the Data Protection Act 2018 require a lawful basis and a retention limit before prospect data is loaded.
- No vendor in the table publishes its VAT or deferred-income field mapping, so score that in a paid pilot.
- Expect 12-month terms, a four-week pilot and a written data exit format.
Which tools UK buyers can get, and what they cost
Five tools dominate UK shortlists and all five quote privately: Gong, Clari, Salesloft, ZoomInfo and Cognism. Private pricing is normal at this level of the market. Ask for a written GBP price book with VAT shown separately, then set it against the three platforms whose list prices are public.
Which tools UK buyers can get
| Tool | Best fit | Public GBP price or quote basis |
|---|---|---|
| Gong | Call, email and meeting analysis for mid-market teams that record calls | No public GBP list price; annual quote per seat |
| Clari | Pipeline inspection and forecasting for revenue operations teams | No public GBP list price; quote per seat or platform |
| Salesloft | Engagement plus conversation intelligence for outbound teams | No public GBP list price; annual per-seat quote |
| ZoomInfo | Contact data and intent signals inside the CRM | Quote by contract value or seats |
| Cognism | UK and EMEA contact data with phone-verified mobiles | Quote by contract value or seats |
| HubSpot Sales Hub | Forecasting, sequences and call tracking on HubSpot CRM | Starter GBP 15 per seat per month; Professional GBP 90; Enterprise GBP 130, excluding VAT |
| Salesforce Sales Cloud | Forecasting, scoring and activity capture across a Salesforce estate | Starter from GBP 20 per user per month; higher editions cost more, excluding VAT |
| Microsoft Dynamics 365 Sales | Forecasting and conversation intelligence for Microsoft 365 teams | Sales Professional GBP 52.10 per user per month; Sales Enterprise GBP 86.80, excluding VAT |
Tools and GBP prices to compare
Gong
- Main use
- Call analysis
- Best for
- Mid-market, enterprise
- Public GBP price
- No public list
- Quote basis
- Annual per seat
Clari
- Main use
- Forecasting
- Best for
- Revenue operations
- Public GBP price
- No public list
- Quote basis
- Per seat or platform
HubSpot
- Main use
- Forecasting, sequences
- Best for
- Small and mid-sized UK
- Public GBP price
- From £15 per seat
- Quote basis
- Per seat per month
Salesforce
- Main use
- Scoring, forecasting
- Best for
- Salesforce estates
- Public GBP price
- From £20 per user
- Quote basis
- Per user per month
A quote of GBP 30 per user per month excluding VAT becomes GBP 36 including VAT at 20%. Across 25 reps that is GBP 900 net per month, or GBP 10,800 net per year. Ask whether implementation sits outside the seat price.
If call recording matters more than forecasting, our conversation intelligence software comparison covers seven UK tools side by side.
Example: net, VAT and gross on a three-year deal
The arithmetic below uses the list prices above; it is not a customer case. A 25-rep B2B software team sells annual contracts from a HubSpot CRM. A three-year deal at GBP 40,000 net a year is GBP 120,000 net and GBP 144,000 gross at 20% VAT.
A forecast that reads the gross figure overstates net revenue by GBP 24,000 across the term. FRS 102 recognises revenue as the service is delivered, so GBP 40,000 lands each year and GBP 80,000 sits as deferred income.
The deal object therefore has to hold net, VAT and gross separately, with the deferred balance visible per contract. Load one real three-year contract in the pilot and reconcile the export against your nominal ledger.
Three questions for the pilot script:
Net, VAT and gross
- Does the deal object store net, VAT and gross as separate fields?
- Does the export produce a deferred income schedule by contract?
- Does the file land in Xero, Sage or QuickBooks without manual rekeying?
None of the eight vendors publishes this mapping, so the pilot is where you establish it.
UK GDPR and the Data Protection Act 2018
Scoring and enrichment both process personal data, so document an Article 6 UK GDPR lawful basis for each purpose: consent, contract, legal obligation, vital interests, public task or legitimate interests. For prospect research and marketing, assess whether legitimate interests is appropriate; do not assume one basis fits every use. Follow data minimisation and set a justified retention period. Check the ICO's data protection fee self-assessment and register of fee payers; pay the fee unless an exemption applies.
PECR (the Privacy and Electronic Communications Regulations 2003) also applies to electronic direct marketing. For marketing emails or texts to individual subscribers, obtain consent or meet the soft opt-in conditions for existing customers: market your own similar products or services and offer an opt-out when collecting details and in every message. UK GDPR rights include access, rectification, erasure, restriction, portability where applicable and objection, as well as safeguards for solely automated decisions with legal or similarly significant effects.
The Data Protection Act 2018 supplements the UK GDPR. Under Article 28, a processor contract must state the processing's subject matter and duration, nature and purpose, personal-data types and data-subject categories, and controller rights and obligations; it must also cover documented instructions, confidentiality, security, sub-processors, assistance, return or deletion of data, and audits. Keep required Article 30 records of processing, and assess whether a DPIA is required under Article 35; complete one before processing likely to result in high risk. For restricted international transfers to countries without UK adequacy regulations, use the UK IDTA or UK Addendum to the EU Standard Contractual Clauses and complete a transfer risk assessment. Ask where data is hosted and which sub-processors appear in the contract. Reps who edit suggested copy still need to know how to personalise sales content for UK prospects without widening the data you collect.
The five-step buying sequence
- Map your data sources. List every CRM field, call recorder and email domain the tool must read.
- Write a one-page requirements note covering forecast roll-ups, GBP reporting, VAT fields and user roles.
- Run a paid four-week pilot with one team and a success measure, such as forecast accuracy within 10%.
- Check the contract. Confirm processing terms, sub-processors and the price review clause.
- Train managers first. Reps adopt tools that make the weekly forecast review faster.
Five-step buying sequence
- Map CRM fields, call recorders and email domains
- Write one-page requirements with GBP and VAT fields
- Run four-week paid pilot with one team
- Check data processing terms and exit format
- Train managers first to speed forecast review
Typical UK contracts run 12 months, with 24 or 36 month terms for larger seat counts. Before signing, confirm the notice period, any exit fee, and that your data leaves in CSV plus API format. Teams weighing engagement software against intelligence tools can use our comparison of sales engagement platforms for UK SMEs to see where the categories divide.
Common questions
Does revenue intelligence software replace our CRM?
No. It reads from your CRM or syncs with it. Keep the CRM as the system of record and use the intelligence layer for forecasting.
What do Gong, Clari and Salesloft cost in GBP?
None publishes a list price. Each quotes annually by seat, module or contract value, so ask for a written GBP figure with VAT separate and implementation named.
Can these tools handle VAT and deferred income under FRS 102?
Some can, and none documents it publicly. Test net, VAT and gross fields with a real contract during the pilot.
Is UK GDPR a blocker?
No, but it sets the rules. Document your lawful basis, keep enrichment proportionate, and brief reps on the marketing rules for automated sequences.
