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AI in the Sales Journey: Lessons from Testing 22 Note-Taking Tools

I recently connected with Kim Hacker, Head of Business Operations at Arrows, who ran a fascinating experiment testing 22 AI note-taking tools simultaneously on sales calls. (read her in depth analysis here) Her insights opened my eyes to how AI is changing our sales processes in practical, meaningful ways.

Kim's experiment came from a real need. Working at Arrows, a company building AI-powered digital sales rooms, she wanted to understand which note-taking tools would best support their AI features.

"I use ChatGPT, I use Claude, I use AI day to day. But I was feeling like I didn't have the knowledge to back up a marketing campaign for our AI features," Kim explained.

What surprised her was how different the results were across all 22 tools. The top performers weren't just capturing information - they were making it immediately useful for sales reps.

Fathom took first place, with Granola second and Circle Back third. These winners stood out by producing skimmable notes that captured exactly what matters in sales - key stakeholders, timeline, and buyer interests - without unnecessary fluff.