── ── Founder's guide · 2026
15 best go-to-market tools for startups, compared.
The best go-to-market tools for startups in 2026 fall into clear jobs. deciqAI leads as the only tool with a built-in decision layer for founders. Apollo.io and Clay handle outbound prospecting and enrichment; HubSpot and Attio cover CRM; Gong brings revenue intelligence. Jasper and Canva cover content and design, Ahrefs drives SEO, and Instantly, Folk, Chili Piper, LivePlan, Notion, and Lindy round out the stack. Pick the combination that fits your stage — below is what each is best for.
Last updated July 2026 · 15 tools ranked
The 15 tools at a glance
| Platform | Starting price | Best for | Key differentiator | Free trial |
|---|---|---|---|---|
| deciqAI | $30/mo (chat free) | Founders managing ops + decisions | 58 AI agents + decision intelligence layer | Yes |
| Apollo.io | Free | Outbound prospecting and sequencing | 270M+ contact database + native sequencing | Yes |
| Clay | Free (100 credits/mo) | Data enrichment + personalized outreach | AI-powered multi-source data enrichment | Yes |
| HubSpot | Free CRM | CRM + marketing automation | All-in-one hub for fast-moving startups | Yes |
| Gong | Custom pricing | Revenue intelligence and deal coaching | AI-powered conversation analysis | Demo only |
| Jasper | $59/mo per seat | AI content creation at scale | Brand voice training + 50+ templates | Yes |
| Ahrefs | $129/mo | SEO and content research | Largest backlink index in the market | No |
| Instantly AI | $42.30/mo | Cold email outreach at scale | Email warm-up + multi-mailbox management | Yes |
| Attio | Free | Modern AI-native CRM | Flexible data model + AI attributes | Yes |
| Folk | $25/mo per member | Relationship and contact management | LinkedIn capture + automated email sequences | Yes |
| Canva | Free | Brand and visual content creation | Drag-and-drop design + brand kit | Yes |
| Notion | Free | Team workspace + GTM documentation | Flexible docs + database + Notion AI | Yes |
| Chili Piper | $45/mo per user | Meeting scheduling + lead routing | Instant form-to-booking with rep routing | Yes |
| LivePlan | $20/mo | Business planning + financial forecasting | Real-time P&L + scenario modeling | Yes |
| Lindy | $49.99/mo | AI inbox and task automation | SMS/iMessage AI assistant, 100+ integrations | 7-day trial |
deciqAIOur pick for founders
the AI Operator that thinks before it acts
Disclosure: deciqAI is our own product. We've included it because we believe it genuinely belongs on this list, but you should know we're not a neutral party.
Most AI tools run the work. deciqAI runs the thinking before the work. Built specifically for startup founders, it deploys 58 specialist AI agents across sales, marketing, ops, hiring, and cash flow — so the work that buries a founder gets handled autonomously.
What sets deciqAI apart is its decision layer. Before any high-stakes move — "raise now or wait?", "hire sales or product?", "take the term sheet or walk?" — deciqAI plays out each scenario and shows you the cost in cash, time, and risk. You make the call with the whole picture in front of you.
The platform draws on 26,724 profiled companies, 1.3M+ data entries, and 189 open-source skills. That knowledge base is calibrated to what worked and what failed across founders at your exact stage.
Key features
- ·58 specialist AI agents covering inbox triage, outreach, pipeline scoring, cash-flow alerts, content, and hiring
- ·Scenario modeling for high-stakes decisions (fundraising timing, key hires, pivot calls)
- ·Investor update automation and pipeline scoring built in
- ·189 open-source knowledge skills available to install (16K+ installs)
Pricing
- Chat: Free
- Starter: $30/mo
- Pro: $80/mo
- Scale: $250/mo
- Agent runs are pay-per-use on all plans
Pros
- +Built for founders specifically — context is startup-stage-aware
- +Decision intelligence layer no other tool in this category has
- +Covers the full founder stack: sales, marketing, ops, hiring, cash flow
- +Free chat plan to start with zero setup required
Cons
- −Designed for startup founders; less suited for enterprise sales teams
- −SMB owners may need the separate front-door tools rather than the full platform
Who uses it: deciqAI targets pre-seed to Series A founders running teams of 1–15. The platform is designed for the founder who is simultaneously CEO, COO, and head of sales. Early users report using it to replace several point solutions and get consistent decision support they previously lacked.
Apollo.io
outbound prospecting at scale
Apollo.io is the go-to tool for startup teams that need outbound to move fast. It combines a 270M+ contact database, native email sequencing, and CRM sync into one platform. A lean team can go from ICP definition to launched campaign without stitching together three separate tools.
Apollo isn't the deepest tool for inbound enrichment or sequencing polish. But for lean outbound motions where speed-to-first-touch matters, it covers the critical 80% at a fraction of a full sales stack's cost.
Key features
- ·270M+ verified B2B contacts with technographic and firmographic filters
- ·Native email sequencing with multi-touch outreach flows
- ·Enrichment and CRM sync with Salesforce and HubSpot
- ·US dialer and call insights on paid plans
Pricing
- Free: $0/mo (limited credits and sequences)
- Basic: $59/mo per user
- Professional: $99/mo per user
- Organization: $149/mo per user (annual billing, 3-user minimum)
Pros
- +All-in-one outbound: database, sequencing, and enrichment in one tool
- +Free tier lets you test before committing budget
- +Cost-efficient versus stacking separate prospecting and sequencing tools
Cons
- −Inbound enrichment and real-time form capture are not its strength
- −Sequencing UX lacks the depth of dedicated tools like Salesloft
- −International data accuracy can vary — verify C-level contacts independently
Who uses it: Apollo has over 16,000 customers globally. Lean SDR teams and early-stage startups with active outbound motions consistently rank it among the most cost-efficient GTM investments.
Clay
data enrichment and personalized outreach
Clay is the enrichment-first GTM platform that startup ops and RevOps teams have made essential. It pulls data from 50+ sources, runs AI agents to fill gaps, and builds hyper-personalized outreach at scale — without a data team. Think of it as a spreadsheet that thinks.
The learning curve is real — Clay requires setup time. But for founders who invest in it, Clay unlocks outreach quality that most tools can't match.
Key features
- ·50+ data source integrations for waterfall enrichment
- ·Claygent AI agent for prospect research and personalized outreach copy
- ·Sequencer for automated outreach with enriched context
- ·Sculptor audience builder for ICP list creation
Pricing
- Free: 100 credits/mo
- Starter: $149/mo
- Explorer: $349/mo
- Pro: $800/mo
- Enterprise: Custom pricing
Pros
- +Unmatched data coverage through multi-source waterfall enrichment
- +AI agents cut manual research time dramatically
- +Highly flexible — can build almost any GTM workflow
Cons
- −Steep learning curve; not plug-and-play for most beginners
- −Free tier of 100 credits is barely enough for real testing
- −Pricing scales quickly as data usage grows
Who uses it: Clay is popular with growth-stage startups and RevOps teams building automated outbound systems. It's frequently paired with Apollo as the two-tool combination for serious outbound operations.
HubSpot
the all-in-one CRM and marketing hub
HubSpot is the CRM that most early-stage startups default to — and for good reason. Its free tier includes contact management, deal pipelines, email marketing, and live chat. A founder can have basic CRM and marketing in place the same day they sign up.
As teams grow beyond ten seats, HubSpot's paid plans get expensive quickly. Many Series A teams find themselves hitting feature walls and pricing cliffs simultaneously.
Key features
- ·Free CRM with contact management, deal pipelines, and email marketing
- ·Breeze AI for meeting prep, lead scoring, and draft generation
- ·Marketing Hub with landing pages, forms, and workflow automation
- ·1,000+ native integrations
Pricing
- Free CRM: $0
- Paid plans vary by Hub (Marketing, Sales, Service) and team size — check hubspot.com for current pricing
Pros
- +Best free CRM on the market for early-stage startup teams
- +Wide integration ecosystem fits most startup stacks
- +Breeze AI reduces manual tasks inside the platform
Cons
- −Paid plan pricing scales quickly with seat count
- −Feature overlap between Hubs can mean paying twice for similar capabilities
- −Not purpose-built for founders — requires customization out of the box
Who uses it: HubSpot serves hundreds of thousands of businesses globally. It's particularly popular with post-PMF startups scaling their GTM motion. Many founders start with the free tier and upgrade progressively as revenue supports it.
Gong
revenue intelligence that makes every call count
Gong records, transcribes, and analyzes every sales conversation. It surfaces deal risks, coaching moments, and forecast accuracy in real time. For startup founders building out a sales team, Gong turns anecdotal call feedback into structured, actionable insight.
The custom pricing model means you need to contact sales for a number. That makes budget planning harder without a demo first.
Key features
- ·Conversation intelligence with auto-transcription and AI-powered analysis
- ·Deal execution tracking with risk flags and next-step suggestions
- ·Revenue forecasting grounded in call and activity data
- ·Gong Engage for sequenced outreach
Pricing
- Custom pricing — contact Gong's sales team for a quote
Pros
- +Best-in-class conversation AI for deal coaching and intelligence
- +Forecast accuracy improves as the team logs more calls
- +Reduces reliance on rep self-reporting for pipeline data
Cons
- −Custom pricing with no self-serve tier — requires a sales conversation
- −Overkill for solo founders or teams with fewer than two reps
- −Implementation takes time; value emerges over weeks, not days
Who uses it: High-growth sales teams consistently cite Gong as essential for coaching at scale and achieving accurate pipeline forecasting. RevOps and VP Sales roles are its primary champions.
Jasper
AI-powered content for your GTM motion
Jasper is the AI writing platform built for marketing and content teams. You train it on your brand voice, then generate blog posts, ad copy, email sequences, and landing pages that sound like your brand. For startup teams with one marketer (or zero), Jasper is a significant force multiplier.
Jasper is not a replacement for strategic thinking or strong copy fundamentals. But for execution speed, it shortens time-to-publish dramatically.
Key features
- ·Brand voice training for on-brand output across all formats
- ·50+ content templates for blogs, ads, emails, and landing pages
- ·Workflow automation for chaining research, drafting, and editing steps
- ·Team collaboration and content approval flows
Pricing
- Pro: $59/mo per seat
- Business: Contact for pricing
Pros
- +Trains on your brand voice — output sounds like you, not generic AI
- +Wide range of templates for all GTM content formats
- +Workflows reduce the number of steps from brief to published
Cons
- −Per-seat pricing adds up as the team grows
- −Output still requires human editing for highest-stakes copy
- −Business pricing is opaque — requires a sales conversation
Who uses it: Jasper is used by marketing teams at fast-growing B2B companies and agencies. Content teams consistently report cutting first-draft time significantly after onboarding.
Ahrefs
SEO and content intelligence for organic growth
Ahrefs is the gold standard for SEO research. Its Site Explorer shows what's driving traffic to any domain — yours or a competitor's. The Keywords Explorer surfaces search demand across 170+ countries. For startups building organic acquisition into their GTM, Ahrefs tells you exactly what to write and why.
It has no free tier — only a limited trial. The $129/mo entry point is a real commitment for pre-revenue startups.
Key features
- ·Site Explorer for organic traffic and backlink analysis
- ·Keywords Explorer with a massive keyword index
- ·Content Explorer for topic research and competitive intelligence
- ·Site Audit for technical SEO health monitoring
Pricing
- Lite: $129/mo
- Standard: $249/mo
- Advanced: $499/mo
- Enterprise: Custom pricing
Pros
- +Industry-leading backlink and keyword database
- +Competitive intelligence is best-in-class for SEO strategy
- +Content Explorer surfaces untapped topics with real search data
Cons
- −No free tier — entry price is $129/mo for basic use
- −Learning curve for founders without SEO fundamentals
- −Premium pricing may be hard to justify pre-product-market-fit
Who uses it: Ahrefs is used by SEO professionals and growth teams at startups and enterprises globally. Teams using it for GTM content strategy report compounding organic growth as consistent publishing builds domain authority.
Instantly AI
cold email at scale with built-in warm-up
Instantly AI is built for one job: get cold emails into inboxes and turn them into replies. Its email warm-up system automatically conditions your sending domains to avoid spam filters. The campaign management layer handles high-volume sequencing, follow-ups, and reply tracking across multiple mailboxes.
It's not a full sales engagement platform. But it solves email deliverability better than almost anything else in this category.
Key features
- ·Automated email warm-up for sending domains and mailboxes
- ·High-volume campaign management with multi-mailbox support
- ·Sequence builder with dynamic follow-up logic
- ·Analytics dashboard for open rates, reply rates, and bounce tracking
Pricing
- Growth: $42.30/mo
- Supersonic: $87.30/mo
- Hyper Credits: $177.30/mo
- Enterprise: Custom pricing
Pros
- +Best-in-class email warm-up prevents deliverability issues at scale
- +Multi-mailbox support enables parallel campaign testing cheaply
- +Affordable entry point for teams running high-volume outbound
Cons
- −Not a full sales engagement platform — limited CRM capabilities
- −Requires clean data from a tool like Clay to work well
- −Less analytics depth than enterprise tools like Salesloft or Outreach
Who uses it: Instantly AI is popular with growth-focused startups, agencies, and solo founders running high-volume outbound. Teams frequently pair it with Clay for enrichment and Apollo for list building to create a complete outbound stack.
Attio
the modern CRM built for fast-moving startups
Attio is a next-generation CRM designed with flexibility at its core. Unlike HubSpot or Salesforce, Attio lets you define your own data model — you're not forced into their default objects and properties. AI attributes enrich contact records automatically, and built-in automation handles routine CRM work.
The platform is newer than legacy CRMs, which means the integration ecosystem is still growing. For teams starting fresh, that's often an advantage — no legacy data to clean up.
Key features
- ·Flexible data model — define your own objects, properties, and views
- ·AI attributes for automated contact and company enrichment
- ·Built-in workflow automation with a no-code builder
- ·Real-time team collaboration across the entire workspace
Pricing
- Free: $0
- Plus: $36/mo per seat
- Pro: $89/mo per seat
- Enterprise: Custom pricing
Pros
- +Most flexible CRM data model in the category — build your own schema
- +Free tier is genuinely functional for early-stage pipeline management
- +AI attributes reduce manual data entry significantly
Cons
- −Fewer native integrations than HubSpot or Salesforce currently
- −Newer platform — some advanced enterprise features are still maturing
- −Per-seat pricing grows expensive for teams scaling beyond ten people
Who uses it: Attio is growing quickly among B2B SaaS startups and VC-backed teams. Teams consistently cite its modern interface and flexible data model as the primary reasons for switching from legacy CRM platforms.
Folk
the relationship CRM for founders who hate CRM
Folk is a lightweight CRM built around contact relationships, not enterprise pipelines. It syncs with Gmail, Outlook, LinkedIn, and WhatsApp — capturing the contacts founders actually talk to, not just the ones they remember to log. The folkX Chrome extension pulls contacts directly from LinkedIn in one click.
Folk is not a full sales engagement platform. But for the founder who needs a CRM that actually gets used, its simplicity is its biggest selling point.
Key features
- ·folkX Chrome extension for one-click LinkedIn contact import
- ·Automated email sequences with conditional trigger logic
- ·Contact enrichment to fill missing data automatically
- ·Multi-channel sync: Gmail, Outlook, WhatsApp, and LinkedIn
Pricing
- Standard: $25/mo per member
- Premium: $50/mo per member
- Custom: From $100/mo per member
Pros
- +folkX makes contact capture from LinkedIn completely frictionless
- +Simple enough that founders actually use it daily without friction
- +Multi-channel sync means no contacts fall through the cracks
Cons
- −Not designed for high-volume SDR or BDR workflows
- −Premium pricing adds up quickly for larger sales teams
- −Less reporting depth than dedicated sales CRM platforms
Who uses it: Folk is used by startups, VCs, and agencies running relationship-driven pipelines. Founders running investor outreach frequently use it to manage their entire fundraising pipeline.
Canva
brand-quality design without a designer
Canva democratized visual design for startup teams who can't afford a designer on every project. Its drag-and-drop editor makes pitch decks, social posts, email headers, and ad creatives fast to produce without design skills. The Brand Kit locks in your fonts, colors, and logos — so every output looks consistent.
Canva is not a substitute for complex brand development or custom illustration work. But for execution speed and brand consistency at the content output level, it's hard to beat.
Key features
- ·Drag-and-drop editor with a large template library
- ·Brand Kit for consistent fonts, colors, and logos across all outputs
- ·Magic Studio AI for image generation, text rewriting, and format resizing
- ·Content Planner for scheduling social posts directly
Pricing
- Free: $0
- Canva Pro: $120/mo (up to 5 users)
- Canva Teams: $100/mo (up to 5 users)
- Enterprise: Custom pricing
Pros
- +No design skills required — templates and drag-and-drop make it fast
- +Brand Kit ensures visual identity is consistent across all content
- +Magic Studio AI reduces manual formatting and resizing work
Cons
- −Not suited for complex illustration or deep brand development
- −Pro plan is $120/mo for up to 5 users — evaluate Teams pricing carefully
- −Heavy template use can make outputs feel generic without customization
Who uses it: Canva is widely used by startup marketing teams, solo founders, and agencies. Teams consistently cite its template depth and Brand Kit as the reason they produce more on-brand content with fewer design resources.
Notion
the startup workspace that runs your GTM docs
Notion is the flexible workspace that most startup teams use as the connective tissue of their operations. It handles product roadmaps, GTM playbooks, onboarding docs, meeting notes, and internal wikis — all in one place. Its database layer supports CRM-lite workflows, OKR tracking, and content calendars.
It's not a replacement for a full CRM, project management tool, or dedicated documentation platform. But as the place where your GTM thinking lives, it's hard to beat at this price point.
Key features
- ·Flexible database system for CRM-lite workflows, OKRs, and content calendars
- ·Notion AI for auto meeting notes, document generation, and agent tasks
- ·Team collaboration with granular permissions and teamspaces
- ·Integrations with Slack, GitHub, Google Drive, and 100+ other tools
Pricing
- Free (individual use)
- Plus: from ~$10/mo per member
- Business: from ~$20/mo per member
- Enterprise: Custom pricing
- Note: verify current pricing and currency at notion.com
Pros
- +Extremely flexible — adapts to almost any documentation or workflow need
- +Free tier is generous for individual founders and small teams
- +Notion AI reduces the overhead of keeping docs and notes current
Cons
- −Can become disorganized without someone owning the workspace structure
- −Not a full replacement for dedicated project management or CRM tools
- −Business-tier per-seat pricing grows quickly for teams of 10+
Who uses it: Notion is used by fast-growing startups and enterprises alike as a primary workspace. It's highly rated across software review platforms by startup and enterprise users.
Chili Piper
meeting scheduling that closes the intent gap
Chili Piper sits between your lead form and your calendar. When a prospect submits a form, it instantly enriches the lead and routes it to the right rep. The call gets booked before the prospect closes the tab.
Solo founders running all their own sales can live without it. But once you have two or more people booking calls, routing and scheduling overhead compounds fast.
Key features
- ·Concierge: instant form-to-booking with real-time lead enrichment
- ·Distro: round-robin and territory-based rep routing with no-code logic
- ·Calendar integration with Google Calendar and Outlook
- ·Analytics on booking rates, rep response times, and funnel drop-off
Pricing
- Starting from $45/mo per user
- Enterprise pricing available on request
Pros
- +Instant booking dramatically improves speed-to-lead conversion rates
- +No-code routing logic that RevOps can own without engineering support
- +Clean HubSpot and Salesforce integration for seamless pipeline updates
Cons
- −Not needed for solo founders handling all sales conversations themselves
- −Per-user pricing adds up for larger SDR teams quickly
- −Some advanced routing logic requires higher-tier plans
Who uses it: Chili Piper is used by revenue teams at fast-growing companies. RevOps leaders cite the intelligent routing logic as the primary reason to choose it over simpler scheduling tools.
LivePlan
business planning and financial forecasting
LivePlan is the business planning platform founders use to model financials, build investor-ready plans, and run scenario analysis. It's not a traditional GTM execution tool — but GTM decisions live or die on financial clarity. Knowing your runway and unit economics is part of any complete go-to-market motion.
For founders preparing for a raise or making a major GTM resource call, LivePlan makes the numbers visible and defensible.
Key features
- ·Full financial forecast: projected P&L, balance sheet, and cash flow statements
- ·QuickBooks Online and Xero integration for real-time actuals sync
- ·"What if" scenario modeling (up to 10 scenarios)
- ·Idea Canvas for AI-powered business concept validation
- ·550+ sample business plans across industries
Pricing
- Standard: $20/mo
- Premium: $40/mo
- LivePlan Expert add-on: $30/mo additional
Pros
- +Investor-ready financial forecasting without a financial modeling background
- +Real-time accounting sync keeps forecasts grounded in actual results
- +Scenario modeling helps founders pressure-test GTM resource decisions
Cons
- −More useful for planning and fundraising than day-to-day GTM execution
- −No direct integrations with sales or marketing tools
- −Not a replacement for a financial advisor or CFO at serious scale
Who uses it: LivePlan is used by entrepreneurs and small business owners to build business plans and financial models. Pre-seed and seed-stage founders use it most frequently when preparing for their first institutional raise.
Lindy
AI personal assistant for founders drowning in inbox
Lindy runs your inbox, calendar, and follow-ups via iMessage and SMS. You text it what you need — schedule a meeting, draft a reply, prep for a call — and it handles it. For founders managing customer conversations, investor outreach, and team coordination simultaneously, Lindy removes the inbox overhead that consumes entire mornings.
Lindy is a personal productivity tool, not a GTM platform. It doesn't replace a CRM or a sequencing tool. But for founders drowning in operational communication, getting hours back every day is a genuine GTM unlock.
Key features
- ·iMessage and SMS interface — no new app to learn
- ·Email drafting, meeting scheduling, and automatic meeting note-taking
- ·100+ integrations including Gmail, Slack, Notion, and Google Calendar
- ·Learns your writing style over time for increasingly accurate drafts
Pricing
- Free trial: 7 days (full Plus feature access)
- Plus: $49.99/mo (up to 2 inboxes)
- Pro: $99.99/mo (up to 3 inboxes)
- Max: $199.99/mo (up to 5 inboxes)
- Enterprise: Custom pricing
Pros
- +Zero learning curve — you already know how to text
- +7-day free trial with full feature access before committing
- +Works across all devices that support SMS
Cons
- −Not a GTM platform — covers individual productivity, not team workflows
- −Pipeline management and outreach require separate dedicated tools
- −Advanced features like computer use are Pro-tier and above only
Who uses it: Lindy is used by thousands of professionals managing high-volume communication. Founders in investor-heavy phases use it to manage the volume of email and scheduling without a dedicated EA.
Build the stack your stage actually needs
The biggest mistake early-stage founders make with GTM tooling is over-building the stack before they have a repeatable motion. Add tools one category at a time — start with CRM and prospecting, then layer in content, scheduling, and intelligence as you validate each part of the funnel.
Pre-product-market fit? Start with deciqAI's free chat, Apollo's free tier, and HubSpot's free CRM. Post-PMF and scaling outbound? Add Clay, Instantly AI, and Gong. Building organic acquisition? Ahrefs and Jasper belong in your stack. deciqAI fits every stage because it's not just another tool — it's the layer that runs the founder's day and pressure-tests the decisions that determine which tools you actually need.
FAQ
What categories of GTM tools should a startup build first?
Start with CRM and outbound prospecting. You need somewhere to track deals (HubSpot or Attio) and a way to fill your pipeline (Apollo.io or Clay). Add content, SEO, and scheduling tools once the core acquisition loop is validated and running.
Is deciqAI a replacement for the other tools on this list?
No — deciqAI operates the thinking and decision layer across your entire founder stack. It works alongside tools like Apollo.io and HubSpot rather than replacing them. Where it replaces work is in the operational coordination and strategic decisions that otherwise fall entirely on the founder.
How do I decide between Apollo.io and Clay?
Apollo is faster to start and better for standard outbound sequences. Clay is more powerful for enrichment and hyper-personalization but requires more setup time. Many high-performing teams run both: Apollo for volume outreach and Clay for targeted, high-value campaigns.
What's the best GTM tool combination for a pre-revenue startup?
Start with deciqAI's free chat plan, Apollo.io's free tier, and HubSpot's free CRM. You can run a real GTM motion at zero cost before you commit to any paid plan. Add Ahrefs or Jasper once organic content becomes a core acquisition channel.
Do I need a dedicated CRM or can I manage pipeline in Notion?
Notion works for early-stage pipeline tracking up to about 20 active deals. Beyond that, a dedicated CRM (Attio, Folk, or HubSpot) becomes essential. The data model, automation depth, and reporting in a real CRM outperform a Notion database at any meaningful pipeline volume.
When does Gong become worth the investment for a startup?
Gong pays off once you have two or more reps running active discovery and demo calls. Before that, the ROI from conversation coaching and forecasting intelligence doesn't justify the custom pricing. Solo founders should wait until their first sales hire before evaluating it.
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