Contentsquare vs. Gong vs. Medallia: what’s the difference?

The information on this page is correct as of September 2026 to the best of Contentsquare’s understanding.

Your customers are already telling you what’s wrong. They tell you in sales calls, support chats, survey responses, and reviews. But the biggest way they communicate is through their actions: what they click, when they churn, what makes them abandon the checkout. 

To drive revenue growth, you need to look at the complete picture and analyze what customers say and do together. 

Gong and Medallia focus on what customers (or prospects) say. Gong analyzes the conversations your sales and account teams have with buyers, while Medallia collects feedback through surveys, contact centers, and reviews.

Contentsquare (that’s us, hello 👋) starts with what people do on your website and app, then connects it to what they tell you in feedback, support conversations, and reviews, so you know exactly what to change to improve experiences. 

Instead of locking data in CX and sales silos, we give every digital team fast, AI-powered insights built on a complete view of what customers say and do, all prioritized by business impact.

Below, we compare where Contentsquare, Gong, and Medallia overlap and differ, and the questions you need to ask to decide which platform will unlock the most growth for your team. 

Key takeaways

• Gong is a revenue AI platform built for sales and RevOps teams. It records and analyzes calls, meetings, and emails with buyers to help teams forecast accurately and close more deals. But it has no view into what customers do on your site or app, and conversation insights stay siloed with revenue teams

• Medallia is a feedback-first experience management platform, strong for CX, contact center, and research teams running large, multi-channel feedback programs. But it takes months to set up, behavior data sits on top of feedback rather than at its core, and it lacks granular experience insights like element-level revenue attribution and zoning analysis

• Contentsquare is an experience intelligence platform built for every digital team that shapes your website and app. It automatically captures every interaction and error, connects it to what customers say in surveys and conversations, and uses AI to give every team self-serve insight into what to fix next to drive revenue

• Contentsquare delivers 602% ROI over three years, according to a Forrester Total Economic Impact™ study (source), compared to Gong’s 481% and Medallia’s 185%

Contentsquare vs. Gong vs. Medallia at a glance

Aside from being tedious, comparing features lists isn’t the best way to decide which platform to go with. Companies are constantly evolving and adding new features that, on paper, might look the same. In practice, that’s rarely the case!

You need to look at real, proven use cases to decide which company is a good bet for a long-term investment and get a better feel for what’s going to work better for your specific team and setup (customer stories are a great place to start for that).

With that in mind, here’s a table highlighting the main use case differences between Contentsquare, Gong, and Medallia.

What Contentsquare vs. Gong vs. Medallia do differently (and what to ask to find the right solution for your team)

Contentsquare, Gong, and Medallia have plenty of overlap in terms of underlying technology: they can all analyze customer conversations at scale, extract sentiment and intent, and surface actionable insights to improve revenue. 

But they’re built for different use cases, teams, and business types. 

Here are 3 important questions to ask when deciding whether Gong, Contentsquare, or Medallia are the right pick for your stack.

Who’s going to use it, and what do they need to get done?

The same customer insight can be worth very different things depending on which team sees it. You need to consider who’s going to actually use the platform, and how much of their work it’s going to impact.

Gong is primarily a platform for sales enablement and revenue teams at SaaS companies. It’s designed for people working on optimizing the sales process, boosting pipeline, and driving revenue by closing more (and bigger) deals. While it could be used by marketers, it only works with a small slice of the bigger picture needed to make confident decisions (for example, there’s no insight into user behavior, acquisition, or ecommerce analytics).

Medallia has a slightly broader audience: it’s built to collect and analyze customer feedback at scale and manage employee experiences. This makes it popular with CX, contact center, HR, and market research teams. Medallia can also be used by marketers to run surveys, track NPS^®, and monitor sentiment across channels, but its digital experience insights tools aren’t as granular or self-serve as more advanced experience platforms like Contentsquare.

Contentsquare is for all the teams who shape your website and app day to day:

• Marketers optimize campaigns and conversions by seeing which pages elements and channels drive results

• Product teams improve adoption and retention by tracking how features are used and what’s causing churn

• Design and UX teams make data-backed decisions by comparing user behavior before and after changes, and identifying exactly where frustration happens

• Ecommerce teams understand why shoppers decide to purchase or abandon their carts and optimize product placement

• Data and analytics teams scale insights by capturing complete behavioral data without tagging, syncing it with their warehouse, and empowering teammates to answer their own questions

• Technical and IT teams find the errors and slowdowns hurting customers, see which ones cost the most revenue, and fix them faster with full session context

Unlock cross-team value with Contentsquare

Are you making decisions based on the complete picture?

Feedback can be very misleading if you don’t consider its context. If a prospect tells you that your pricing is confusing, you might decide to rewrite the pricing page. But if the real problem is that a comparison table doesn’t load properly on mobile, new copy won’t fix anything.

Gong is limited to sales and support calls and internal meetings. It can’t tell you what’s making people bounce from your website or app, or what the vast majority of your customers (who never speak to your team) are experiencing.

Medallia goes further by covering every customer touchpoint, both online and in person. It can bring in feedback from in-store kiosks and even staff. It also tracks digital experience, including clicks, scrolls, and app gestures. But, as a feedback-first platform, it’s limited to top-level behavior insights that miss the element-level revenue attribution and advanced zoning analysis you’ll get with a platform that starts with what customers do, like Contentsquare.

If you rely on Medallia or Gong alone, you’ll over-index on the issues people are willing to share, and miss the far bigger problems they quietly leave over. 

In contrast, Contensquare is an experience intelligence platform that starts with what customers do across your website and app: every click, scroll, tap, error, and slow-loading page, captured automatically and ranked by its impact on revenue and conversions.

For example, take the aforementioned pricing page. Session Replay would show you mobile visitors tapping at a comparison table that never loads, and Error Analysis would tell you how many people hit the same problem, and what it’s costing you.

Heatmaps take you a level deeper, showing how every zone on a page contributes to revenue, so anyone on the team can see when a CTA or banner is underperforming.

Zoning heatmaps connect every page element to the revenue it drives

Journey analysis maps the paths visitors take across your site and app, with sunburst visualizations that make it obvious where people loop, stall, or leave, so you can fix friction before it turns into complaints.

Sunburst journey maps show where visitors stall and drop off

And when customers do get in touch, Contentsquare connects what they say to what they did. Every survey response links to the session behind it, and Conversation Intelligence analyzes support chats, calls, emails, and reviews at scale to surface the recurring issues driving negative sentiment.

Conversation Intelligence finds recurring issues in customer conversations and ties them to the digital journey

👉See it in action: the folks at Swiss watchmaker Breitling gather customer feedback through Medallia surveys, but rely on Contentsquare to understand the why behind what visitors actually do. When it launched an NFL partnership, Journey Analysis showed that shoppers converted much better when they browsed through team-specific pages before looking at watches. So the team swapped a plain text link for a ’Choose Your Team’ CTA and drove +63% more visitors to the team pages. Similar insights have generated a +17% sales uplift from boutique appointments booked online.

How fast can you get from question to proven ROI?

You’re always going to be under pressure from two sides: customers who expect a better experience, and stakeholders who demand results. You need a platform that speeds up workflows and proves your impact. 

Gong is relatively quick to get up and running for revenue teams. G2 reviews indicate that it takes around one month to implement, though complex CRM integrations and team-wide adoption can take longer. It has Gong Assistant and AI agents to answer questions about calls, deals, and pipeline quickly. And, being a revenue-focused tool, it promises a good ROI of 481% over three years, according to a Forrester Total Economic Impact™ study.

Medallia requires a more complex setup, typically taking five months according to G2 reviews, and requiring dedicated engineering resources or professional services to integrate its APIs with existing data systems. That’s likely a factor in their relatively low reported Forrester TEI ROI of 185% over three years.

In contrast, Contentsquare takes every digital team from question to proven impact as fast as possible, thanks to

• Smart Capture, which records every interaction across your website and app with no tagging plan, so your data is complete from day one and you can answer any question retroactively

• Sense Analyst, an AI agent that plans and runs multi-step analyses like an expert analyst, with a Newsroom that surfaces what’s changed and what to do about it before anyone asks

• Sense Chat, which lets anyone on your team ask questions in plain language and get answers in seconds without technical experience

• AI summaries of session replays, errors, and survey responses, so you can spot patterns in minutes without watching hours of footage or reading every comment

• Impact Quantification, which puts a revenue and conversion figure on every issue and opportunity, so you know what a fix is worth before you build it and can prove what it delivered afterward

• Conversation Intelligence, trained on more than 500 million customer service interactions, so it can identify trends and what customers mean straight away

• Our MCP Server, which brings Contentsquare insights into the AI tools your team already uses, like Microsoft Copilot and ChatGPT

That’s why Forrester found that Contentsquare delivers 602% ROI and $3.2M in recovered revenue over three years.

Start fast and let AI find the leaks with Contentsquare Sense

Final take: which platform turns customer insight into growth?

Keeping customers happy is the core of every business. And how you get that done hasn’t really changed: watch what customers do, listen to what they say, and remove whatever gets in their way.

Gong and Medallia each capture an important part of the customer story. Gong is excellent at helping revenue teams understand what buyers need by analyzing their conversations. Medallia is great at handling multi-channel, large-scale feedback programs and running market research. Neither alone is enough to give every digital team a fast, revenue-prioritized way to make confident decisions about what to fix, build, and optimize next.

Contentsquare is built to holistically improve customer experiences by connecting what customers say, do, and feel across web, mobile, social, conversations and agent interactions. Our automatic data capture and AI analysis make it easy and fast for every digital team to turn customer friction into revenue-driving digital experiences.

That’s why we’re trusted by 3,000 enterprise and mid-market brands and +1.3 million websites, including the teams at Calendly, Shiseido Japan, and VodafoneThree.

Ready to see how we do it? Take a product tour or request a demo today.

FAQs about Contentsquare vs. Gong vs. Medallia

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