If you’re part of a B2B sales team, you know meetings are equal parts necessary and exhausting. Too many calls, too little follow-through, and—let’s be honest—a fair amount of “who said what?” confusion. If you’re here, you probably want less chaos and more actual selling. This guide is for sales managers, reps, and anyone stuck wrangling meetings who wants practical ways to get more out of their team (and their own time).
One tool that promises to help is Avoma, an AI-powered meeting assistant and collaboration platform. But what does it actually do for B2B sales teams, and is it worth your attention? Let’s break down what works, what doesn’t, and how to get real value—without drowning in features.
What Avoma Actually Does (And Doesn’t)
First, a gut-check. Avoma isn’t magic; it’s software. Here’s what it brings to the table:
Core Features: - Automatic call recording and transcription: No more frantic note-taking—or worse, total memory blanks after a busy day. - AI-generated summaries and action items: Cuts down on follow-up confusion. (Is it perfect? Not always, but it gets you 90% there.) - Searchable meeting database: Find any conversation fast. Great for onboarding, coaching, or “I swear someone said this” moments. - Collaboration tools: Comment, tag teammates, and share snippets. Keeps everyone on the same page. - CRM integrations: Push notes and summaries directly into Salesforce, HubSpot, and others. Saves double-entry headaches.
What Avoma Won’t Do: - Fix a broken sales process. - Replace real coaching or feedback. - Stop calendar overload—it just helps you deal with it.
In short: Avoma is a meeting copilot for sales teams, not a silver bullet. But if you use it well, it can seriously reduce busywork and miscommunication.
Step 1: Stop Relying on Memory (or Sticky Notes)
Most sales teams are still relying on a patchwork of scribbled notes, half-completed CRM fields, and someone’s recollection of what happened on a call. That’s a recipe for missed follow-ups and sloppy handoffs.
How Avoma Helps: - Every call is automatically recorded and transcribed. No more “who was supposed to send the proposal?” - Search transcripts by keyword—so you can quickly find that pricing objection or competitor mention. - Summaries are generated right after the meeting. They’re not perfect, but they’re good enough for quick context.
What’s worth your time: - Review action items at the end of each day. Make sure the AI didn’t miss something obvious. - Use the “snippets” feature to grab and share key moments with your team or manager.
Skip this: - Don’t blindly trust AI summaries for high-stakes deals. Always double-check before sending a recap to a client.
Step 2: Build a Real Shared Memory for Your Team
Sales is a team sport, but most teams act like a bunch of solo freelancers. If someone’s out sick or leaves, it’s back to square one. That’s dumb.
How Avoma Helps: - All meetings are stored in a searchable library. Anyone can get up to speed—fast. - Use comments and highlights to tag teammates or managers. They get notified, and you avoid endless email threads. - New hires can listen to real calls, not just read scripts. Way more useful for onboarding.
Pro Tips: - Create playlists of “great calls” for new reps—make onboarding less painful. - Use tags (e.g., “objection,” “pricing,” “competitor”) to quickly find patterns across deals.
Reality check: - Collaboration only works if people actually use the tool. If your team is stubborn or tech-averse, start small. Pick one workflow (like tagging key deals) and build from there.
Step 3: Coach Smarter—Not Just More
Most sales coaching is either too generic (“ask better questions!”) or happens too late (“why did we lose that deal?”). Avoma gives you raw material for targeted feedback.
How Avoma Helps: - Managers can review calls, leave time-stamped comments, and spot coaching opportunities. - Quickly find calls where a specific objection tanked the deal. - Identify patterns—like talk-to-listen ratio—across your team.
What works: - Use Avoma’s analytics to spot reps who talk too much, or always fumble pricing discussions. - Give feedback with context: “At 12:30, you missed a buying signal.”
Don’t bother with: - Overanalyzing every call. Focus on deals that matter or common mistakes. - Forcing everyone to listen to entire recordings. Use highlights or snippets to save time.
Step 4: Streamline Your Follow-Ups and CRM Hygiene
Sales lives and dies by follow-up. If your notes are scattered or never make it into your CRM, you’re setting yourself up for lost deals and angry managers.
How Avoma Helps: - Push meeting notes, summaries, and action items directly into your CRM. No more copy-paste hell. - Standardize follow-up emails using meeting summaries as a starting point.
How to make this work: - Set up integrations with your CRM and calendar on day one. This is non-negotiable. - Double-check what’s syncing. AI isn’t perfect—make sure critical details aren’t lost in translation.
What to ignore: - Don’t overengineer your workflows. Start with the basics: notes into CRM, summaries to clients, key deals flagged for review.
Step 5: Cut Down on Meetings That Could’ve Been an Email
Ironically, the more meeting tools teams have, the more meetings they tend to schedule. Avoma won’t fix your calendar, but it can help you spot which meetings are actually driving deals—and which aren’t.
How Avoma Helps: - Analytics show which meetings are worth your time (e.g., discovery calls that turn into deals). - Easy to share recordings or summaries with people who missed the call—so you can skip the “recap meeting.”
Practical advice: - Review your weekly meeting analytics. Kill or combine meetings that don’t move the needle. - Encourage async updates using Avoma summaries—especially for internal check-ins.
Don’t expect: - Avoma to solve meeting bloat by itself. You still need to say “no” sometimes.
What to Watch Out For
No tool is perfect. Here’s the honest rundown:
The good: - Saves time on note-taking and CRM updates. - Makes onboarding and coaching easier. - Helps keep everyone in the loop—if your team actually uses it.
The iffy: - AI summaries are solid, but not flawless. Double-check before sending to clients. - Some reps hate being recorded. Set clear expectations up front. - Requires buy-in. If only half your team uses it, you’ll end up with half the benefit.
The unnecessary: - Don’t get lost in dashboards and analytics. Use what moves the needle, ignore the rest.
Bottom Line: Keep It Simple, Iterate Fast
Tools like Avoma can genuinely help B2B sales teams cut down on busywork and run smoother meetings—if you use them to solve real problems, not just add more tech for the sake of it. Start small: automate your notes, share key snippets, and get your CRM cleaned up. Build from there. If something doesn’t work, tweak it or drop it.
Don’t let the promise of “AI transformation” distract you from the basics: clear communication, solid follow-up, and a tight sales process. Add some automation where it makes sense, skip what doesn’t, and focus on actually closing deals—not just having more meetings about them.