Let’s be real: most sales and customer calls are a mess. Notes get lost, action items fall through the cracks, and everyone swears they’ll “follow up” but nobody remembers what was said. If you’re running or supporting a B2B sales team, you’ve probably tried every tool and hack out there for meetings. Some help a bit; most just add busywork.
That’s where a tool like Avoma claims to step in, promising to take meeting notes, record calls, summarize action items, and even surface coaching insights—all automatically. So does it actually make life easier for B2B teams, or is it just another tab you’ll ignore after a month?
Here’s the honest, detailed look.
What Is Avoma, Really?
Avoma bills itself as an “AI Meeting Assistant and Conversation Intelligence” platform. Strip away the buzzwords: it records your sales calls (Zoom, Teams, Google Meet, etc.), transcribes them, pulls out highlights, and tries to surface useful stuff like action items, objections, and key next steps. You get searchable call records, summaries, and analytics.
The big sell is less time spent on notes and admin, more time selling or supporting customers. In theory, it should help everyone on your go-to-market (GTM) team—sales, customer success, even product managers—get more out of meetings.
Who it’s for:
- B2B sales teams with high call volume
- SDR/AE managers who want coaching and oversight
- Customer success teams tracking follow-ups
- Anyone tired of “what did we agree to last time?” moments
If you run a tiny team with just a handful of calls, it might be overkill. But if meetings and deals are your lifeblood, it’s worth a close look.
How Avoma Works (and Where It Fits In Your Workflow)
Here’s what actually happens when you start using Avoma:
1. Connect Your Calendars and Meeting Platforms
- Integrates with Google Calendar, Outlook, Zoom, Teams, Google Meet, etc.
- Once set up, it automatically joins scheduled calls (you can control when and how).
- No manual uploads—just “set it and forget it.”
Pro tip:
Check your meeting privacy settings. Some clients may not want a bot joining sensitive calls.
2. Automatic Recording and Transcription
- Every call gets recorded (audio and/or video).
- Avoma generates a transcript, usually within minutes.
- Transcriptions are pretty accurate, but not perfect, especially for accents or jargon-heavy calls.
What’s good:
You don’t have to take frantic notes anymore. You can actually focus on the conversation.
What’s not:
Transcripts sometimes get names or company-specific terms wrong. You’ll need to double-check if accuracy is critical.
3. AI-Generated Summaries and Highlights
- Avoma tries to pull out key points: topics discussed, action items, questions, objections, next steps.
- You get a summary at the top of each call, plus the full transcript below.
Reality check:
These summaries are helpful, but still a bit generic. Don’t expect it to catch every detail or nuance, especially if your calls are rambling or fast-paced.
4. Search and Organization
- All calls are stored in one dashboard.
- You can search by keyword (“pricing,” “timeline,” “competitor”) across all meetings.
- Tag calls by deal, stage, rep, or anything you want.
Pro tip:
If you’re coaching reps or tracking deals, this search feature is gold. It’s also handy if legal wants to dig up a call from months ago.
5. Collaboration and Sharing
- Share call snippets or full meetings with teammates (or even customers).
- Leave comments or assign follow-up tasks right in the app.
Works well for:
Hand-offs between sales and customer success, or onboarding new team members.
But:
Some folks hate being recorded or “watched”—be upfront about using Avoma, or you’ll get pushback.
6. Analytics and Coaching Insights
- Avoma tracks talk time, topics, interruptions, and more.
- Managers get dashboards showing who’s talking too much, missing next steps, or losing deals to certain objections.
- You can build “playlists” of good (or bad) calls for coaching.
Honest take:
The analytics are useful, but only if you actually review them. If you’re too busy to listen back or coach, the data won’t magically fix anything.
Avoma’s Strengths: Where It Delivers
1. Saves Time on Note-Taking (If You Trust the AI)
Most users say the biggest win is not having to scribble notes during calls. Avoma’s summaries aren’t perfect, but they’re usually good enough for quick follow-ups, and you can always skim the transcript for more detail.
2. Keeps Everyone on the Same Page
No more “he said, she said.” The record’s there for anyone who missed the call. This is especially handy for hand-offs, onboarding, or reviewing what happened in a complex deal.
3. Searchable Call Library
If your team has lots of calls, searching by keyword across all meetings is way faster than digging through notes or Slack threads.
4. Decent Analytics for Sales Coaching
If you actually use the analytics, you can spot patterns (e.g., reps who never ask about budget, or always get tripped up by the same objection). It’s not magic, but it beats guessing.
5. Integrates With CRMs and Other Tools
Avoma plays nice with Salesforce, HubSpot, and other popular tools. You can sync notes and summaries right into your CRM, cutting down on double data entry.
Where Avoma Falls Short (and What to Ignore)
1. AI Summaries Aren’t Human-Level
Don’t expect Avoma to catch subtle context or sarcasm. If your deals are complex, you’ll still need to review important calls yourself.
2. Audio Quality and Transcription
If your calls are noisy or people talk over each other, the transcript can get messy. You may need to clean things up for critical conversations.
3. Privacy and Buy-In
Some clients (especially in Europe or regulated industries) get nervous when a bot joins calls. Always ask before recording, and make sure your team knows how the tool works.
4. Another Tool to Manage
If your team is already suffering from “app overload,” one more dashboard won’t help unless you really commit to using it.
5. Cost Adds Up
Pricing isn’t outrageous, but if you want all the bells and whistles (analytics, advanced integrations), you’ll pay more per user. For big teams, the monthly bill can get hefty.
Pro Tips for Getting the Most Out of Avoma
- Start with a pilot group. Don’t roll it out to everyone; pick a few reps or managers to test it first.
- Customize your templates. Tailor the summary and action item prompts to match your sales process.
- Integrate with your CRM. Sync notes and follow-ups so nobody has to copy-paste.
- Train your team. A 30-minute walkthrough saves hours of confusion—and stops people from fighting the bot.
- Review privacy policies. Make sure you’re not running afoul of any client or legal rules.
- Actually use the analytics. Don’t just admire dashboards—use them to coach, improve, and troubleshoot.
Bottom Line: Should You Use Avoma?
If you’re running a B2B team where meetings drive deals and customer success, Avoma is worth a try. It won’t make your reps better overnight, and it’s not a replacement for real coaching or attention to detail. But it does cut down on busywork, helps you keep track of what was said, and can surface useful insights—if you actually use the data.
Don’t expect perfection. Start small, see where it fits, and adjust as you go. The best tools are the ones you actually use, not the ones with the most features. Keep it simple, iterate, and don’t let another meeting slip through the cracks.