If you’re responsible for B2B growth—whether you’re running sales, marketing, or the whole thing—you know how easy it is to get lost in the weeds. There are a hundred “must-have” tools, a thousand opinions, and not enough time. You want to know what works and what doesn’t, so you can spend less time guessing and more time closing.
This is for you if you’re tired of fluffy dashboards and want to actually use analytics to find real opportunities, not just stare at vanity metrics. Here’s how to get practical value out of Oppwiser analytics and sharpen your B2B go-to-market (GTM) strategy—without wasting your budget or your sanity.
Step 1: Get Real About Your Goals
Before you even log into Oppwiser, get clear on what you want to accomplish. Don’t let the tool dictate your strategy—use it to answer your own questions.
- Are you trying to find new target accounts?
- Do you need to spot gaps in your sales pipeline?
- Are you prioritizing which segments to go after first?
- Or do you simply want to stop wasting time chasing dead leads?
Write down your top 1-2 business questions. Keep them specific and simple. For example: - “Which accounts in my pipeline are most likely to convert this quarter?” - “What’s the best segment for our new product?”
Pro tip: Skip the temptation to track everything. Focus on a couple of metrics that actually move the needle for your team.
Step 2: Set Up Oppwiser With Your Real Data
Oppwiser will only be as good as what you feed it. That means connecting your CRM and any relevant data sources. This can be a pain if your data is messy—but do it right, and you’ll avoid garbage-in, garbage-out problems later.
- Sync Oppwiser with your CRM (HubSpot, Salesforce, etc.).
- Pull in marketing engagement data if possible—emails, website visits, event attendance.
- Make sure your key account fields (industry, size, deal stage, etc.) are up to date.
If you have duplicates, missing fields, or random notes in your CRM, clean up what you can. You don’t need to be perfect, but Oppwiser (and you) will thank you for not making sense of six different spellings of “Acme Corp.”
What to skip: Don’t waste time importing every last historical record from five years ago. Focus on the past 12-18 months—anything older is probably irrelevant for GTM decisions.
Step 3: Zero In On Your Ideal Customer Profiles (ICPs)
One of Oppwiser’s strengths is helping you see patterns in your best deals. But you have to tell it what “best” means.
- Use filters to look at your most successful closed-won deals. What do these companies have in common?
- Check Oppwiser’s segmentation tools—look at industry, employee count, tech stack, and engagement patterns.
- Create a few ICPs based on real data, not guesswork.
You’ll probably find that your actual buyers aren’t always who you thought. Maybe your mid-market deals close faster than enterprise, or maybe a certain vertical is way more profitable.
Honest take: Ignore the urge to over-segment. Two or three ICPs are enough for most B2B teams. You can always refine later.
Step 4: Map Your Pipeline and Spot the Bottlenecks
Now, use Oppwiser to audit your pipeline health. This isn’t about pretty funnel charts—it’s about finding where deals get stuck or die.
- Use Oppwiser’s pipeline analytics to see drop-off points. Where do prospects vanish? At what stage do deals slow down?
- Look at deal velocity by segment and by rep.
- See how your best-fit accounts move compared to the rest.
You might discover: - Demos are easy to book, but proposals never go out. - Deals from a certain industry always stall at legal review. - Certain reps convert SMB leads but struggle with enterprise accounts.
What to ignore: Don’t obsess over “average” pipeline metrics. Averages hide a lot. Focus on the outliers: where things go way better (or worse) than usual.
Step 5: Prioritize Accounts That Actually Matter
Here’s where Oppwiser’s scoring features come in handy. But don’t just accept its default account scores—tune them to fit your real buying signals.
- Adjust account scoring to weight what actually matters: recent engagement, ICP fit, company growth signals, etc.
- Use Oppwiser’s insights to flag “hidden gem” accounts—those that match your ICP but haven’t gotten much attention yet.
- Set up alerts for accounts showing strong buying signals (like multiple stakeholders engaging, or a sudden spike in activity).
Caution: Don’t blindly chase every “hot” account. Use your judgment and cross-check with sales intel. Sometimes, Oppwiser will surface duds—a company can look perfect on paper and still ghost you.
Step 6: Test Campaigns and Track What Works
Now that you know who to target, use Oppwiser analytics to actually test your GTM campaigns.
- Filter outreach or marketing campaigns by ICP, buying stage, or engagement score.
- Track which messages and channels (email, calls, webinars, etc.) actually move accounts forward—not just open rates, but real progression in the pipeline.
- Use Oppwiser to compare win rates and deal sizes across campaigns.
If something’s working, double down. If not, cut it—no matter how much effort you already sunk into that fancy ebook.
Pro tip: Don’t try to run a dozen campaigns at once. Pick a couple of plays, measure, and iterate. It’s better to be boringly repeatable than spread too thin.
Step 7: Build Honest Feedback Loops
No analytics platform will “unlock growth” by itself. The value comes from how you act on what you see.
- Set up a regular cadence to review Oppwiser dashboards with your team—weekly or biweekly is enough.
- Discuss what’s changing: Did a new ICP show up? Are certain accounts suddenly more engaged?
- Use these meetings to kill sacred cows—stop doing what isn’t working, even if it’s someone’s pet project.
- Share real wins and failures. The more honest you are, the better your next round of decisions will be.
What to ignore: Don’t let the tool become the meeting. Use it as a reference, not the agenda. The point is action, not discussion.
Step 8: Skip the Hype, Focus on Action
Oppwiser has plenty of bells and whistles—AI recommendations, predictive scoring, you name it. Some of it’s useful, some of it’s just noise.
- Trust your gut: If a feature feels like magic, dig into how it actually works before betting on it.
- Use data as a starting point for conversation, not as gospel.
- If you find yourself spending more time in Oppwiser than talking to customers, you’re probably overengineering things.
Bottom line: No tool replaces talking to real buyers, testing your pitch, and learning from the market.
Keep It Simple and Iterate
Don’t let Oppwiser (or any analytics tool) overcomplicate things. Use it to answer clear questions, focus on a handful of key metrics, and act fast. Get your data in, find your ICP, prioritize ruthlessly, and run real-world experiments. The teams that win are the ones who keep things simple, review what’s working, and aren’t afraid to ditch what isn’t. Start small, measure honestly, and keep moving. That’s how you actually optimize your GTM strategy—analytics are just the flashlight, not the map.