Crystal vs Whatagraph
Crystal (CrystalKnows)
- Platform: Personality insights for sales, hiring, and teams
- Best For: B2B sales personalization and behavioral intelligence
- Strength: DISC predictions for millions of professionals
- Users: Not specified
Starting at $49/month
Whatagraph
- Platform: Marketing data across 50+ channels
- Best For: Automated reporting and cross-channel insights
- Strength: AI-powered summaries and visualizations
- Users: Not specified
Starting at 199€/month
Table of Contents
At a Glance
Core Functionality
| Feature | Crystal (CrystalKnows) | Whatagraph |
|---|---|---|
| Personality Profiling (DISC) | ✓ Predicts DISC profiles for millions of professionals | ✗ No personality features; focuses on data analytics |
| AI-Powered Insights | ✓ Communication tips based on personality | ✓ Whatagraph IQ for report generation and Q&A |
| Marketing Analytics | ✗ No marketing data focus | ✓ Cross-channel data aggregation and visualization |
| Hiring and Team Assessments | ✓ Job fit scoring, candidate libraries | ✗ No HR tools |
| Automated Reporting | ✗ Playbooks for sales/hiring, no automated reports | ✓ Email delivery of PDF reports with themes |
Integrations & Tools
| Feature | Crystal (CrystalKnows) | Whatagraph |
|---|---|---|
| Chrome Extension | ✓ Embedded in LinkedIn, Gmail, HubSpot, Salesforce | ✗ No Chrome extension mentioned |
| CRM Integration | ✓ HubSpot, Salesforce, Outreach | ✓ 50+ marketing platforms including Google Analytics, Facebook Ads |
| API Access | ✓ For high-volume profile credits and CSV enrichment | ✓ Public API in Max plan for enterprise |
| White-Label Customization | ✗ No white-labeling | ✓ Custom domains and branding for agencies |
| Data Transformations | ✗ No data transformation | ✓ Pre-made and custom metrics, dimensions, blends |
Sales & Communication
| Feature | Crystal (CrystalKnows) | Whatagraph |
|---|---|---|
| Personalized Email/Call Tips | ✓ Tailored based on DISC profiles | ✗ No communication personalization |
| Pre-Meeting Playbooks | ✓ Quick tips and group playbooks | ✗ No meeting tools |
| Sales Process Guidance | ✓ Tips for every sales stage | ✗ No sales-specific guidance |
| Performance Dashboards | ✗ No dashboards | ✓ Goals, alerts, and KPI monitoring |
Hiring & Team Management
| Feature | Crystal (CrystalKnows) | Whatagraph |
|---|---|---|
| Candidate Assessments | ✓ DISC, Enneagram, strengths assessments | ✗ No hiring features |
| Job Fit Scoring | ✓ Benchmarking and comparative analysis | ✗ No HR analytics |
| Team Dynamics Insights | ✓ One-on-ones and collaboration playbooks | ✗ No team behavioral tools |
| Cross-Channel Aggregation | ✗ No multi-channel data | ✓ Source groups and blends for brands/regions |
AI & Advanced Features
| Feature | Crystal (CrystalKnows) | Whatagraph |
|---|---|---|
| Behavioral Intelligence Reports | ✓ Executive, account, and stakeholder intelligence | ✗ No behavioral reports |
| Chat-Based Insights | ✗ No chat Q&A | ✓ Whatagraph IQ for summaries and queries |
| Custom Prompts & Dimensions | ✗ No custom AI prompts | ✓ IQ+ for advanced dimension creation |
| Unlimited Users | ✗ Team features in Business plan | ✓ Unlimited users on all plans |
Pricing Comparison
Crystal starts at $49/month for premium personality lookups, with custom tiers for teams and intelligence. Whatagraph offers a free plan but paid starts at 199€/month, scaling with source credits for marketing data. Crystal suits sales/HR personalization; Whatagraph provides value for analytics-heavy teams but at a higher entry cost.
Crystal (CrystalKnows)
Free Trial
$0/month
Testing basic features
- 5 free profile credits
- Basic personality assessments
- Shareable downloads
Premium (annual)
$49/month
Individual users needing lookups
- Everything in Free Trial
- 240 profile lookups per year
- Chrome Extension for LinkedIn and Gmail
- Pre-meeting playbooks
- Calendar integration
Premium (monthly)
$59/month
Flexible individual access
- Everything in Free Trial
- 20 profiles per month
- Chrome Extension for LinkedIn and Gmail
- Pre-meeting playbooks
- Calendar integration
Business
Custom
Teams and hiring needs
- Everything in Premium
- Unlimited profiles
- Team assessments
- Hiring candidate assessments
- Hiring candidate job profiles
- Group admin tools
- Chrome Extension for HubSpot, Salesforce, and Outreach
- Dedicated success manager
Data
Custom
High-volume enrichment
- High-volume profile credits
- Access to Crystal API
- CRM integration with Salesforce and HubSpot
- Direct CSV enrichment
Intelligence
Starting at $999/month
Advanced research
- Executive Intelligence reports
- Account Intelligence
- Competitive Intelligence
- Personality Intelligence
- Stakeholder Intelligence
- Behavioral Intelligence
- Additional bespoke research
Whatagraph
Free
Free
Basic testing
- Basic reporting with limited source credits
- Access to Whatagraph IQ core capabilities
- Essential integrations for key marketing platforms
- Unlimited users and unlimited reports
- Live chat support
Start
199€/month
Small teams starting out
- All features from Free plan
- Increased number of source credits for connected accounts
- Essential and some Advanced integrations
- Pre-made transformations for common use cases
- Pre-made report themes and automated email reports
- Unlimited users and unlimited reports
Boost
499€/month
Growing agencies
- All features from Start plan
- More source credits for growing teams and agencies
- Advanced integrations and transformations
- Custom metrics, dimensions, and source tags
- Custom aggregations, source groups, and blends
- Enhanced branding and white-label options
- Performance monitoring across countries, brands, and segments
- Goals and alerts for key KPIs
- Dedicated Customer Success Manager with tailored onboarding
Max
Custom
Large enterprises
- All features from Boost plan
- Highest tier of source credits for large organizations
- Premium integrations and advanced data destinations
- Whatagraph IQ+ with custom prompts and advanced dimension creation
- Transfer to BigQuery and Looker Studio at scale
- Single Sign-On (SSO/SAML) and public API access
- Priority support with tailored onboarding and success planning
- Enterprise-grade governance and security options
Feature Deep Dive
Personality Insights & Communication
Crystal (CrystalKnows)
Strengths
- DISC predictions for millions of professionals
- Self-assessments for DISC, Enneagram, strengths, values
- In-depth insights on strengths, energizers, blind spots
- Personalized tips for emails, calls, meetings
- Sales tips across process stages
- Pre-meeting playbooks and group builders
Workflow
Search profile → View DISC insights → Get communication tips → Apply in CRM/email → Follow up with playbook
Whatagraph
Strengths
- No personality features
- AI for marketing insights only
Workflow
N/A
Crystal dominates in personality-driven communication, offering behavioral science for sales and teams. Whatagraph lacks this entirely, focusing on data rather than human elements. Choose Crystal for personalization; Whatagraph for metrics.
Analytics & Reporting
Crystal (CrystalKnows)
Strengths
- Intelligence reports: executive, account, competitive
- Stakeholder and behavioral intelligence
- Hiring analytics: job fit, benchmarking
Limitations
- Not marketing-focused; no cross-channel dashboards
- Reports are bespoke and high-cost
Whatagraph
Strengths
- Whatagraph IQ for AI reports, summaries, chat insights
- 50+ integrations for single data source
- Custom transformations, metrics, visualizations
- Automated PDF emails, white-label themes
- Dashboards with goals, alerts, blends
Limitations
- Credit-dependent; no personality analytics
Whatagraph excels in marketing analytics with AI automation and visualizations, ideal for agencies. Crystal's reporting is niche for behavioral intelligence but lacks breadth. For marketing ROI, Whatagraph wins; for sales/hiring insights, Crystal.
Integrations & Hiring Tools
Crystal (CrystalKnows)
Strengths
- Chrome extension in LinkedIn, Gmail, HubSpot, Salesforce
- API/CSV for enrichment
- Hiring: job profiles, fit scoring, candidate assessments, libraries
- Team playbooks for dynamics
Workflow
Integrate CRM → Enrich contacts → Assess candidates → Score fit → Build hiring playbook
Whatagraph
Strengths
- 50+ marketing integrations (Google, Meta, etc.)
- Source credits, groups, blends
- No hiring tools
- Enterprise: BigQuery transfer, SSO
Limitations
- Marketing-only; no CRM for sales/hiring
Crystal's integrations shine for sales/HR with personality enrichment; Whatagraph's are superior for marketing data pipelines. Crystal for behavioral CRM; Whatagraph for channel analytics.
Use Case Comparison
B2B Sales Team Personalizing Outreach
Crystal (CrystalKnows) 🏆
Excellent
DISC profiles and communication tips enable personalized emails/calls, integrating with CRM for scale.
Best Plan: Premium ($49/month) or Business (Custom)
Score: 10/10
Whatagraph
Poor
No personalization tools; analytics don't aid sales communication.
Best Plan: Not suitable
Score: 2/10
Marketing Agency Client Reporting
Crystal (CrystalKnows)
Poor
No reporting or analytics for marketing; focus on personality.
Best Plan: Not suitable
Score: 1/10
Whatagraph 🏆
Excellent
White-label reports, unlimited users, AI summaries for client delivery across channels.
Best Plan: Boost (499€/month)
Score: 10/10
HR Team for Personality-Informed Hiring
Crystal (CrystalKnows) 🏆
Excellent
Candidate assessments, job fit scoring, benchmarking align hires with culture.
Best Plan: Business (Custom)
Score: 9/10
Whatagraph
Poor
No HR or personality tools.
Best Plan: Not suitable
Score: 1/10
Performance Marketing Team Tracking ROI
Crystal (CrystalKnows)
Fair
Limited to sales insights; no ROI dashboards.
Best Plan: Intelligence (Starting $999/month)
Score: 4/10
Whatagraph 🏆
Excellent
Cross-channel aggregation, goals/alerts, transformations for paid/organic ROI.
Best Plan: Start (199€/month)
Score: 9/10
Revenue Team Scaling Personalization
Crystal (CrystalKnows) 🏆
Excellent
Unlimited profiles, API enrichment for at-scale communication.
Best Plan: Data (Custom)
Score: 10/10
Whatagraph
Fair
Analytics help track campaigns but no personalization.
Best Plan: Boost (499€/month)
Score: 5/10
E-commerce Brand Monitoring Channels
Crystal (CrystalKnows)
Poor
No e-commerce or channel tracking.
Best Plan: Not suitable
Score: 2/10
Whatagraph 🏆
Excellent
Integrations for paid/organic/email, ROI tracking across regions.
Best Plan: Boost (499€/month)
Score: 10/10
Managers Improving Team Dynamics
Crystal (CrystalKnows) 🏆
Excellent
Team assessments, one-on-one playbooks for better collaboration.
Best Plan: Business (Custom)
Score: 9/10
Whatagraph
Poor
No team management tools.
Best Plan: Not suitable
Score: 1/10
Global Business Monitoring Performance
Crystal (CrystalKnows)
Fair
Stakeholder intelligence for global teams, but no performance metrics.
Best Plan: Intelligence (Starting $999/month)
Score: 6/10
Whatagraph 🏆
Excellent
Cross-country/brand monitoring, blends for aggregated insights.
Best Plan: Max (Custom)
Score: 10/10
Solo Sales Professional
Crystal (CrystalKnows) 🏆
Excellent
Affordable premium for lookups and tips; Chrome extension for daily use.
Best Plan: Premium ($49/month)
Score: 8/10
Whatagraph
Fair
Overkill for solo; high cost without sales focus.
Best Plan: Free
Score: 3/10
In-House Marketing Without Data Analysts
Crystal (CrystalKnows)
Poor
No analytics automation.
Best Plan: Not suitable
Score: 2/10
Whatagraph 🏆
Excellent
Non-technical interface, AI for instant reports without BI expertise.
Best Plan: Start (199€/month)
Score: 9/10
Talent Acquisition Focused on Fit
Crystal (CrystalKnows) 🏆
Excellent
Candidate libraries, expectation surveys, comparative analysis.
Best Plan: Business (Custom)
Score: 10/10
Whatagraph
Poor
Irrelevant for hiring.
Best Plan: Not suitable
Score: 1/10
Digital Agency with Multi-Client Data
Crystal (CrystalKnows)
Fair
Group tools but no client reporting.
Best Plan: Business (Custom)
Score: 4/10
Whatagraph 🏆
Excellent
Unlimited reports, white-label, source credits for multiple accounts.
Best Plan: Boost (499€/month)
Score: 10/10
Pros and Cons
Crystal (CrystalKnows)
Pros
- Deep DISC-based insights for business scenarios
- Strong integrations with LinkedIn, Gmail, HubSpot, Salesforce
- Comprehensive playbooks for sales, teams, hiring
- Robust hiring: fit scoring, candidate comparisons
- API/CSV for large-scale data use
- Personalizes communication at scale for revenue teams
Cons
- Complex for small/simple needs
- Non-transparent custom pricing
- Learning curve for playbooks/enrichment
- Value requires consistent use and buy-in
- DISC focus may not fit other frameworks
Whatagraph
Pros
- Intuitive for non-technical marketers
- Powerful Whatagraph IQ for instant AI insights
- 50+ integrations for comprehensive data
- Unlimited users/reports for teams/agencies
- Advanced transformations for custom metrics
- White-label and automated delivery for clients
Cons
- High entry paid price (199€/month)
- Credit system needs planning
- Advanced features in higher tiers
- Overlap with existing BI tools
- Integration limits not fully detailed
Final Verdict
Crystal and Whatagraph target distinct needs: Crystal leverages personality data for humanized B2B sales, hiring, and teams, while Whatagraph automates marketing intelligence with AI reporting across channels. Crystal suits behavioral personalization; Whatagraph excels in data-driven agency workflows.
Opt for Crystal if personalization and behavioral insights drive your sales/HR success. Choose Whatagraph for efficient marketing analytics and reporting. In integrated orgs, combine for sales personalization backed by performance data.
Overall Scores
Crystal (CrystalKnows)
Value: 7/10
Whatagraph
Value: 6/10
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