Andru & Gong
Gong shows you what your reps said. Andru tells them what they SHOULD say.
You need both. Here's which to use first.
What They Do Differently
Andru
Proactive Layer: Strategic Foundation
- ✓Defines ICP before first call
- ✓Creates buyer personas & pain points
- ✓Builds messaging frameworks
- ✓Generates objection handling scripts
- ✓Maps value propositions
- ✓Creates talk tracks for each persona
- ✓Defines qualification criteria
- ✓Provides pre-call intelligence
Gong
Reactive Layer: Post-Call Analysis
- ✓Records & transcribes sales calls
- ✓Analyzes what was said (talk ratio)
- ✓Identifies keywords & competitors mentioned
- ✓Tracks objections raised
- ✓Scores call effectiveness
- ✓Provides coaching recommendations
- ✓Highlights winning patterns
- ✓Generates call summaries
The Reality: You Need BOTH
Gong is brilliant at showing you what happened on calls and coaching reps to improve. But coaching without strategy is just polishing bad messaging. Here's what happens with each approach:
- Buy Gong ($1,200-5,000/user/year)
- Start recording sales calls
- Realize: "Our reps don't know what to say"
- Gong shows they're talking too much
- But no one knows the RIGHT messaging
- 6 months of coaching to improve bad scripts
- Convert 18% → 22% (marginal improvement)
- Start with Andru Messaging Mastery ($199/mo)
- Define ICP, personas, messaging frameworks
- Give reps proven talk tracks & objection handling
- THEN buy Gong to optimize execution
- Gong shows which messages resonate most
- Coaching improves GOOD messaging
- Convert 18% → 42% (strategic improvement)
💡 Key Insight: Gong tells you "Your reps are only getting 30% talk time." Andru tells you what they should say during that 30%. Gong optimizes execution. Andru creates the strategy worth executing.
Who Should Use Which?
Use Andru FIRST if you:
- •Don't have clear messaging frameworks
- •Reps struggle with objection handling
- •Need persona-specific talk tracks
- •Want strategic foundation first
- •Launching new product/market
Then add Gong to:
- •Record & analyze every call
- •Identify which messages work best
- •Coach reps to improve execution
- •Track deal progression signals
- •Scale best practices across team
Use BOTH when you:
- •Want strategy + execution unified
- •Need proven messaging + coaching
- •Want continuous optimization loop
- •Value data-driven improvement
- •Ready to maximize win rates
Pricing Comparison
| Feature | Andru | Gong |
|---|---|---|
| Pricing Model | $199/mo (Messaging Mastery module) | Per user ($1,200-5,000/year) |
| 10-Person Team | $1,247/mo (Full Platform) | $12K-50K/year |
| ICP Definition | ✅ AI-generated | ❌ Not included |
| Buyer Personas | ✅ Core feature | ❌ Not included |
| Messaging Frameworks | ✅ AI-generated | ❌ You create manually |
| Call Recording | ❌ Not included | ✅ Unlimited |
| AI Call Analysis | ❌ Not included | ✅ Core feature |
| Coaching Insights | ❌ Not included | ✅ AI-powered |
| Deal Intelligence | ❌ Not included | ✅ Included |
| Best For | Creating strategy | Optimizing execution |
"Gong showed us the problem. Andru gave us the answer."
"We spent $35K on Gong and it immediately showed us the issue: our reps were pitching features instead of outcomes, talking 70% of the time, and getting destroyed on price objections. But Gong couldn't tell us WHAT to say instead — it just showed us we were doing it wrong. We used Andru to build persona-specific talk tracks, value propositions mapped to pain points, and objection handling frameworks. Loaded those into our playbook. Within 2 weeks, Gong showed our talk ratio drop to 40%, objection handling improve 3x, and win rates jump from 19% to 37%. Same reps, same product — we just finally gave them the right words to say."
David Park
VP Sales, Enterprise SaaS ($45M ARR)
The Bottom Line
Gong is revolutionary for revenue intelligence. It records calls, analyzes patterns, identifies coaching opportunities, and helps teams improve execution. But it can't create your messaging strategy — it can only show you how well you're executing it.
Andru creates that strategy. It defines your ICP, builds buyer personas, generates messaging frameworks, and creates talk tracks. Then Gong shows you which parts of that strategy work best and helps you optimize them.
Think of it this way: Gong is your fitness tracker showing you ran 5 miles. Andru is your training plan telling you which route to run and why. Don't just track bad execution — create good strategy first, then use Gong to optimize it.
Ready to Build Your Messaging Strategy?
Start with Messaging Mastery at $199/mo and get the buyer intelligence that makes Gong (and every coaching tool) actually work.