If you run sales or marketing at a mid-sized B2B company, you know how painful go-to-market (GTM) strategies can get. Endless meetings, siloed tools, and a pile of “helpful” frameworks that mostly add noise. You need to move quickly and show results, but you’re stuck wrangling spreadsheets, chasing down assets, and trying to keep everyone on the same page.
That’s where Unless claims to help—but does it actually make GTM easier for real teams, or is it just another platform promising the world? Let’s break down what Unless does, how it can actually help streamline your GTM process, and where it falls short.
Why B2B GTM Gets So Messy for Mid-Sized Companies
Before we get tactical, let’s be honest about the usual pain points:
- Fragmented tools: Sales has their CRM, marketing uses a dozen apps, product has its own docs. Nothing talks to each other.
- Slow asset creation: Every pitch deck, case study, and battlecard takes forever to wrangle. By the time it’s done, it’s out of date.
- Misaligned teams: Marketing and sales rarely agree on what’s “ready.” Product wants more details; sales wants speed.
- No clear feedback loop: What’s working in the field often never makes it back to the team building the assets or messaging.
- Analysis paralysis: Too many “strategic” choices, not enough action.
Most mid-sized B2B companies are big enough to have these problems, but not big enough to throw lots of bodies at them. So you need tools that actually reduce friction—not just create more dashboards.
What Unless Actually Does (in Plain English)
Unless isn’t magic, but it does try to fix some of the real-world headaches above. Here’s what it is:
- A central hub for GTM assets and messaging. Think: sales playbooks, pitch decks, one-pagers, battlecards—all in one place.
- Collaboration and feedback built-in. Teams can comment, suggest edits, and flag outdated content without 12 email threads.
- Track what gets used (and what doesn’t). See which assets actually help close deals, and which just collect dust.
- Easy updates. Make a change to a core message or stat and push it everywhere—no more version control chaos.
- Integrates with tools you already use. Not perfect, but it plays decently with CRMs and chat apps.
That’s the pitch. Does it deliver? Mostly, yes—if you set it up right and don’t expect it to fix your strategy for you.
Step-by-Step: Using Unless to Streamline Your B2B GTM Process
Here’s how to use Unless to cut through the mess and move faster. No fluff—just what actually works.
1. Get Your Core Messaging Straight—Once
What to do:
Start by building out your core buyer personas, value props, and proof points in Unless. Don’t overthink it. Get the basics in, then refine as you go.
Why it matters:
If your core messaging lives in a shared Google Doc (or worse, everyone’s heads), you’ll never get consistency. Unless lets you lock in the basics and update them when you learn something new, so the whole team stays in sync.
Pro tip:
Don’t try to boil the ocean on day one. Start with your main ICP and top three value props. You can expand from there.
2. Centralize Sales Assets Before You Get Lost
What to do:
Pull together your best decks, case studies, one-pagers—whatever your team actually uses—and upload them to Unless. Tag each with the relevant persona, use case, or sales stage.
Why it matters:
The more time reps spend hunting for the “right” deck, the less time they’re selling. With everything in one place (and tagged), there’s no excuse for outdated assets floating around.
What to ignore:
Don’t bother uploading every old asset “just in case.” Focus on what’s current and actually helps your team win deals.
3. Create Repeatable Playbooks (But Keep Them Short)
What to do:
Build step-by-step playbooks in Unless for common scenarios—objection handling, competitor battles, discovery calls. Make these living documents, not dusty manuals.
Why it matters:
Most reps want quick answers, not 30-page guides. Short, actionable checklists beat “comprehensive” (read: never-read) playbooks every time.
Pro tip:
Encourage your best reps to add their own tips. Unless makes it easy to comment or suggest edits—use that to keep things real.
4. Make Feedback Loops Automatic
What to do:
Set up Unless so sales and marketing can flag outdated content, suggest changes, or upvote what works—all from within the platform. You can even tie usage data to asset updates.
Why it matters:
You’ll finally know which assets are helping close deals, and which ones need work. Feedback doesn’t get lost in Slack or email.
What to ignore:
You don’t need a formal “asset review board.” Let front-line folks give feedback in real time, and update as needed.
5. Track Usage—But Don’t Get Obsessed
What to do:
Check Unless’s analytics to see which assets get used, shared, or ignored. Use this to cut dead weight and double down on what works.
Why it matters:
If nobody ever opens a case study, why update it? Spend your time where it moves the needle.
Honest take:
Unless’s analytics aren’t as deep as a full business intelligence tool, but they’re good enough for most mid-sized teams. Don’t get too fancy—focus on trends, not pixel-perfect numbers.
6. Integrate with the Tools Your Team Already Uses
What to do:
Connect Unless to your CRM (like Salesforce or HubSpot), Slack, or wherever your team lives. The idea is for reps to grab what they need without switching tabs all day.
Why it matters:
Adoption is everything. If reps have to log into Yet Another Tool, they’ll ignore it. Make it as seamless as you can.
What to ignore:
Don’t waste cycles integrating with every possible app—start with the ones your team uses daily. Expand only if you see real value.
What Unless Does Well (and Where It’s Lacking)
Here’s the honest rundown:
Where Unless shines: - Cuts down on asset chaos. No more “v42_final” decks in random folders. - Keeps messaging consistent across teams. - Makes it easy to update and share assets fast. - Good for collaboration and live feedback. - Adoption is decent—especially for sales teams used to chasing assets.
Where it falls short: - Analytics are solid, not spectacular. You won’t get deep funnel insights. - Integrations are improving, but not always plug-and-play. - It won’t fix broken processes or bad messaging. Garbage in, garbage out. - The interface is simple—which is good—but power users may want more customization.
Who should skip it:
If you have a super-complex enterprise process or a tiny team with five deals a quarter, Unless is probably overkill or underpowered. But for most mid-sized B2B teams, it’s a big step up from scattered docs and endless “where’s the latest pitch deck?” Slack threads.
Simple, Actionable GTM—Not Just More Noise
Unless isn’t a silver bullet, but it does what most mid-sized B2B teams actually need: keep your GTM assets, messaging, and playbooks in one place, easy to update and use. You’ll still need to put in the work—building good assets, keeping them fresh, and listening to your team—but at least you won’t be fighting your own tools.
Keep it simple, start with what matters, and don’t wait for perfection. Iterate as you learn. GTM doesn’t have to be a mess—Unless can help you keep it organized, so you can focus on what actually closes deals.