Sona vs. HockeyStack: Which B2B Attribution Platform Is Right for You?

What Is HockeyStack?

HockeyStack is a B2B revenue data intelligence platform that unifies marketing, sales, and product data into a single view. It provides multi-touch attribution, buyer journey tracking, AI-powered GTM agents (Odin for analytics, Nova for sales intelligence), account intelligence, and intent data. The platform has raised roughly $22.7M including a $20M Series A backed by Bessemer Venture Partners and Y Combinator.

HockeyStack is used by enterprise organizations like 8x8, AppsFlyer, Yext, DataRobot, and RingCentral. It positions itself as a full GTM operating system rather than a standalone attribution tool.

What Is Sona?

Sona is a B2B revenue attribution and growth platform that combines visitor identification, intent signals, account scoring, audience activation, and multi-touch attribution into a single platform. Sona integrates with 500+ marketing platforms, CRMs, and ad networks, and uses cookieless tracking that remains GDPR and CCPA compliant.

Sona is built for growth-stage to mid-market B2B teams who need full-funnel visibility without the complexity or cost of enterprise tools. Most teams are up and running within 24-48 hours.

Feature Comparison

Pricing Comparison

One of the biggest differences between the two platforms is how they approach pricing and accessibility.

HockeyStack's core platform starts at approximately $2,200 per month with additional costs for add-ons like ABM, sales intelligence, and data warehouse sync. Pricing is quote-based and typically requires annual commitments. Sona offers a free plan to get started and paid plans that scale based on usage, with no long-term contract required.

Where Each Platform Wins

Setup and Time to Value

Sona is designed for fast deployment. Install a tracking pixel, connect your CRM and ad platforms through one-click integrations, and your data starts flowing immediately. Most teams see actionable insights within the first 48 hours. No dedicated implementation team is needed.

HockeyStack also offers no-code setup, but the platform's depth means the onboarding process typically takes one to two weeks. Users report that the initial configuration, including setting up goals, funnels, and custom reports, involves a learning curve. HockeyStack provides white-glove onboarding support to help teams get up and running.

The Bottom Line

Both Sona and HockeyStack are strong B2B attribution platforms, but they serve different stages and needs.

HockeyStack is the right fit if you're a mid-market to enterprise organization with a dedicated RevOps team, complex buying committees, and the budget for an all-in-one GTM intelligence platform. Its AI agents, product analytics integration, and enterprise-scale data architecture make it a powerful choice for large organizations.

Sona is the right fit if you're a growth-stage or mid-market team that needs full-funnel attribution, visitor identification, and audience activation without the enterprise price tag or months-long implementation. With a free plan to start, 24-48 hour setup, and transparent pricing, Sona lets you prove ROI before making a large commitment.

Key Takeaways

• Both platforms offer multi-touch attribution, cookieless tracking, and buyer journey mapping.
• Sona offers person-level visitor identification; HockeyStack focuses on account-level identification.
• HockeyStack starts at ~$2,200/month with custom pricing. Sona has a free plan with usage-based scaling.
• Sona deploys in 24-48 hours. HockeyStack typically takes 1-2 weeks with onboarding support.
• HockeyStack has AI sales agents (Nova) for deal coaching. Sona focuses on marketing attribution and audience activation.
• Choose Sona for speed, affordability, and ad platform activation. Choose HockeyStack for enterprise GTM intelligence and sales enablement.

Frequently Asked Questions

Can Sona replace HockeyStack?

For most growth-stage and mid-market teams, yes. Sona covers multi-touch attribution, visitor identification, intent signals, account scoring, and audience activation. Where HockeyStack goes further is in AI-powered sales coaching and product analytics for PLG motions, which are more relevant for enterprise organizations.

Does Sona integrate with Salesforce and HubSpot?

Yes. Sona integrates with both Salesforce and HubSpot, along with 500+ other marketing platforms, ad networks, and analytics tools through one-click connectors.

Is HockeyStack worth the price?

For enterprise teams with large budgets and complex GTM operations, HockeyStack delivers strong value. For smaller teams or those just starting with attribution, the $2,200+/month starting price can be hard to justify when alternatives like Sona offer similar core capabilities at a fraction of the cost with a free tier to start.

Which platform is better for ad spend optimization?

Sona has a stronger focus on ad platform activation. It can send offline conversions (SQLs, opportunities, closed-won deals) back to Facebook, Google, and LinkedIn via CAPI, and auto-sync audiences based on intent signals and buying stages. This helps ad platforms optimize toward revenue, not just form fills.

Do both platforms offer cookieless tracking?

Yes. Both Sona and HockeyStack use cookieless tracking methods that comply with GDPR and CCPA, making them viable options as third-party cookies are phased out.