If you’re running a SaaS company and trying to get your B2B go to market (GTM) motion working, you know the drill: leads are expensive, sales cycles are long, and everyone wants numbers to go up and to the right. The playbooks sound nice in theory, but in reality, most teams are flying half-blind, guessing at what’s working in the field.
This guide is for folks who actually want to use real conversations with customers to sharpen their GTM strategy—not just talk about being “customer-centric.” We’re going to look at how Fathom, a call recording and AI note-taking tool, helps SaaS teams turn sales calls into real-world feedback and insights you can actually use.
No magic bullets here—just practical ways Fathom can help, what it won’t do, and where you still have to do the hard work yourself.
Why Most B2B SaaS GTM Efforts Fall Flat
Let’s cut through it: most SaaS teams have some combination of these problems when going to market:
- You’re guessing what prospects care about. Marketing and sales are making assumptions based on gut feel or a handful of anecdotes.
- Sales calls happen in a vacuum. Notes are scattered, or worse, living in someone’s head. Product and marketing don’t know what’s really being said.
- Feedback loops are slow or non-existent. Even if someone does listen to a call, it’s weeks after the fact.
The result: you’re slow to adapt, you waste time chasing the wrong accounts, and your messaging feels generic.
You don’t need more dashboards. You need a way to actually hear the voice of the customer—then turn that into action.
How Fathom Changes the Game
At its core, Fathom records your sales and customer calls (Zoom, Google Meet, Teams, all the major ones) and creates searchable transcripts and AI-powered summaries. But that’s just the start.
Here’s how Fathom actually helps B2B SaaS teams improve their GTM strategy:
1. Capture the Details You’d Normally Miss
Even the best sales rep can’t remember every question, objection, or “aha” moment from a call. Fathom records everything—not just what you thought was important at the time.
Why this matters: - You catch common objections or confusions you didn’t realize were cropping up. - You can share exact customer language with marketing and product teams, not just your interpretation. - You don’t waste time rewriting call notes or trying to decipher someone else’s scribbles.
What doesn’t work: Relying on memory, or hoping that reps update the CRM with useful info. They won’t, at least not consistently.
2. Make Calls Searchable and Shareable
Fathom transcribes and indexes every call, so you can search for keywords, competitor mentions, or pain points across hundreds of conversations.
How that helps: - Product teams can quickly pull up every time a feature request comes up—and hear it in the customer’s own words. - Marketing can grab real-world phrasing for website copy or campaigns. - New sales reps can ramp up by listening to actual calls, not just reading outdated playbooks.
Pro tip: Set up a regular review of key themes. Don’t wait for someone to ask, “Has anyone else heard this complaint?”
What to ignore: Fancy dashboards or “AI insights” that just spit out generic sentiment scores. You want specifics, not vague vibes.
3. Speed Up Feedback Loops Between Teams
With Fathom, anyone can clip highlights from calls and share them instantly—no more, “Let me track down the full recording and send you the timestamp.”
Real impact: - Product hears about bugs or feature gaps the day they come up, not weeks later. - Marketing gets audio clips of prospects describing their pain—straight from the source. - Founders and execs can listen to the actual customer when making roadmap decisions, not just filtered updates.
What doesn’t work: Emailing long call recordings around or expecting everyone to listen end-to-end. No one has time for that.
4. Cut Down on Manual Note-Taking
Fathom auto-generates notes and action items during the call. You can focus on the conversation instead of typing furiously.
What it gets right: - Action items and follow-ups are flagged automatically. - You spend less time on admin, more on selling or building.
Heads up: The AI summaries are good, but not perfect. Still skim them before sending to a prospect or boss. Don’t trust automation blindly.
5. Build a Living Library of Customer Insights
Over weeks and months, Fathom becomes a searchable archive of every meaningful customer interaction.
Why that’s valuable: - Trends emerge: Are pricing objections up? Is a competitor’s name popping up more? Now you know. - Training new hires is easier—they can learn from real calls, not staged role-plays. - You can spot shifts in buyer personas or market language as your company grows.
Don’t get lazy: Someone still needs to review and tag important clips or themes. AI helps, but it’s not a mind reader.
How to Actually Use Fathom in Your GTM Motion
Let’s get practical. Here’s how to bake Fathom into your go to market process so it actually drives results—not just more data.
Step 1: Set a Clear Goal for Call Recording
Decide what you’re trying to learn or improve. Is it messaging? Product fit? Objection handling? Get everyone on the same page about why you’re recording calls.
- Pro tip: Involve sales, marketing, and product from day one. Don’t let this become “just a sales tool.”
Step 2: Roll It Out to All Customer-Facing Calls
Don’t cherry-pick just the “good” calls or only record demos. Every interaction—good, bad, ugly—has nuggets of insight.
- Update your calendar invites with a quick note about recording for training and quality.
- Respect privacy laws and get consent. Fathom makes this easy, but don’t skip it.
Step 3: Create a Simple Tagging & Sharing Workflow
Decide how you’ll tag and share key moments. For example:
- Tag objections, feature requests, or competitor mentions during or after the call.
- Set up Slack or email notifications for certain tags, so the right people see them fast.
- Clip short highlights (not full calls) for sharing in team meetings.
Avoid: Letting clips pile up without review. Assign someone—usually product marketing or sales ops—to curate the best ones.
Step 4: Review Call Insights Regularly
Don’t wait for quarterly reviews. Set a weekly or biweekly time to review trends:
- What keeps coming up in calls?
- Are there new buying signals or blockers?
- Are we winning or losing to certain competitors more often?
Share findings with the whole GTM team—not just leadership.
Step 5: Use Real Customer Language in Messaging and Product
This is where most teams drop the ball. Don’t just listen—put those insights to work.
- Update your website, pitch decks, and help docs with actual phrases customers use.
- Share clips with the product team so they hear real-world pain, not sanitized summaries.
- Test changes in your next batch of calls, then repeat the feedback loop.
What Fathom Can’t Do (And What to Ignore)
Let’s keep it honest—Fathom isn’t a silver bullet.
- It won’t fix a broken sales process. If your ICP is wrong or your pitch is off, you’ll just have cleaner notes on why deals aren’t closing.
- AI notes aren’t perfect. They’re a great starting point, but don’t copy-paste without checking. Nuance gets lost.
- Someone still needs to act on insights. If you don’t have a process for sharing and discussing what you learn, nothing changes.
Ignore the hype about “next-gen AI coaching” or “automatic pipeline acceleration.” This is about making the voice of the customer easier to capture and share—not replacing real thinking.
Keep It Simple, Iterate, and Don’t Overthink It
The best SaaS teams aren’t the ones with the fanciest tools—they’re the ones who actually listen to their customers and adapt fast. Fathom makes it way easier to do that, but the real magic is in how you use it.
Start small, build the habit, and make sure someone owns the process. Don’t get distracted by shiny features. Just focus on listening, sharing, and acting on what customers tell you every day.
No tool replaces hustle, but the right one can help you learn faster—and that’s what actually moves the needle on GTM.