If you work in B2B sales or run a go-to-market (GTM) team, you know the drill: too many tools, too many tabs, and too little time. You want less busywork, more closed deals, and a sales process that doesn’t make your reps want to throw their laptops out the window. This is where Twain claims to step in. But does it actually help, or is it just another “game-changing” SaaS with a shiny UI and little substance? I spent time digging into Twain, and here’s what you need to know—warts and all.
What Twain Says It Does
Twain bills itself as a B2B GTM platform to “streamline sales processes.” Translation: it’s supposed to help sales teams work deals smarter, spot bottlenecks, and automate grunt work. The features look solid on paper:
- Automated pipeline management and deal tracking
- AI-powered recommendations (like next steps or risk flags)
- Email and calendar integration
- Collaboration tools for sales teams
- Analytics dashboards
It’s not trying to replace your CRM entirely—more like an add-on or “layer” that sits on top.
But as anyone who’s tried the 57th “sales acceleration platform” knows, the real question is: does it cut through the noise and actually help your team sell more, or does it just add another inbox to check?
Setup and First Impressions
The Good
- Getting started is easy. Twain’s onboarding is fast: connect your Google/Microsoft account, pull in deals from Salesforce or HubSpot, and you’re up and running in less than an hour.
- UI is clean, not overwhelming. It feels more like a modern productivity app than a clunky CRM. Reps won’t need two weeks of training.
The Not-So-Good
- Integrations are hit-or-miss. If you’re on Salesforce or HubSpot, you’ll be fine. If you use something else (Pipedrive, custom CRM, etc.), expect some manual work or missing data.
- Mobile is limited. There’s a web app, but the mobile experience is basic. Don’t expect to work deals effectively from your phone.
Pro Tip: Don’t skip the initial mapping of pipeline stages. If you rush it, you’ll spend more time fixing data later.
Core Features—What Actually Matters
1. Deal Pipeline Tracking
Twain pulls your deals into a visual pipeline. You can drag-and-drop stages, see which deals are stuck, and update notes quickly.
What works:
- It’s quick to spot neglected deals or stalled stages.
- Comments and @mentions keep teams in sync (no more endless reply-all email chains).
What doesn’t:
- Customizing stages is clunky—if your process doesn’t fit their template, you’ll have to compromise.
- Bulk actions (like updating several deals at once) are limited compared to a real CRM.
Bottom line:
If your pipeline is a mess, Twain gives you a bird’s-eye view. But if you’ve got a unique workflow, expect friction.
2. AI-Powered Recommendations
Twain touts “AI insights” that flag risky deals, suggest next steps, and score opportunities.
What works:
- The risk alerts (e.g., “This deal hasn’t had activity in 14 days”) are genuinely useful.
- Suggestions for next steps can prompt reps who tend to drop the ball.
What doesn’t:
- The AI isn’t magic. Sometimes its recommendations are obvious (“Follow up with John Smith,”—yeah, thanks).
- If your team already has a disciplined process, Twain’s nudges might feel redundant.
Ignore the hype:
It’s not going to sell for you. But it’s a decent nudge for busy or junior reps.
3. Collaboration Tools
You can leave comments on deals, assign tasks, and share docs or snippets within Twain.
What works:
- Centralized deal notes mean less Slack/Teams noise.
- Tasks are easy to assign—no more “Did you follow up with ACME yet?” confusion.
What doesn’t:
- No deep integration with Slack or Teams yet (as of mid-2024), so you’re still context-switching.
- Permissions are basic; it’s all or nothing for most features.
Pro Tip:
Use the “deal rooms” for complex, multi-rep opportunities. It keeps everyone on the same page.
4. Analytics and Reporting
Twain offers dashboards for pipeline health, rep activity, and deal conversion rates.
What works:
- The dashboards are readable and update in real time.
- You can export reports to CSV for deeper number crunching.
What doesn’t:
- Custom reports are weak. If you want anything beyond the basics, you’ll need to export and DIY in Excel.
- Attribution tracking (e.g., which campaigns drive deals) is surface-level at best.
What’s Missing or Needs Work
- Workflow automation is limited. Twain automates reminders but doesn’t have robust workflow tools (like automating lead assignments or multi-step sequences).
- No built-in dialer or SMS. If your team lives on the phone, this isn’t the tool for you.
- APIs are basic. If you’re hoping to plug Twain into a complex stack or build custom integrations, you’ll be underwhelmed.
Pricing: Reasonable, But Watch the Add-Ons
Twain is priced per user, per month, with a free trial and no long-term contracts. The base price is competitive with other GTM tools (think $40–$70 per seat), but:
- Some features (advanced analytics, premium integrations) are only on higher tiers.
- Support is email-only unless you’re on a top plan.
Is it worth it?
If you’re a small to mid-sized team tired of wrestling with your CRM, yes. If you want enterprise-level customization, keep looking.
Real-World Use Cases: Who Actually Benefits?
Twain is a good fit if: - You’re a B2B sales team using Salesforce or HubSpot, but your reps struggle to keep the pipeline up to date. - You want a “single pane of glass” for deal tracking and team collaboration. - You have junior reps who need gentle nudges to follow up and close.
Twain is not for you if: - You’ve invested heavily in customizing your CRM and need deep automation. - You need advanced reporting, custom fields everywhere, or complex role permissions. - Your sales process relies on lots of phone outreach, not just email and meetings.
Tips for Getting the Most Out of Twain
- Do a pilot first. Run Twain with one team or segment before rolling it out company-wide.
- Clean up your CRM first. If your source data is garbage, Twain will just surface more garbage.
- Set clear rules for deal updates. Decide who owns what, or you’ll end up with duplicated or stale deals.
- Don’t force-fit your process. If Twain’s stages or templates don’t match your workflow, don’t shoehorn it—either adapt or look elsewhere.
The Bottom Line
Twain is a breath of fresh air for B2B sales teams who want less CRM busywork and more visibility into deals. It’s not a miracle cure, and it won’t automate your whole go-to-market motion. But if you’re drowning in spreadsheets and Slack threads, it’ll help you cut through the clutter.
Keep it simple. Try Twain with a small group, see what actually changes, and don’t be afraid to toss what doesn’t work. Tools are only as good as the habits you build around them.