If you run a B2B go-to-market team, you probably know two things for sure: First, hitting targets is harder than it looks on a spreadsheet. Second, tracking what your team is doing (and what’s actually working) is a mess of spreadsheets, dashboards, and gut feelings. This guide is for sales, marketing, and GTM leaders who are sick of chasing ghosts in CRM reports and want a practical way to see what’s happening, without wasting half their week in “data hygiene.”
Enter Fluint. It’s not a magic bullet, but it can help you figure out what’s really going on with your team’s performance—and actually do something about it. Here’s how.
Why Most GTM Tracking Fails (and What You Actually Need)
Let’s start with some honesty: Most B2B teams don’t need another dashboard telling them where the pipeline is thin. You already know the pipeline’s thin. The problem is figuring out why, and what to fix.
Here’s what usually goes wrong: - Data is scattered: Bits in the CRM, some in Slack, a few in spreadsheets, and plenty living in reps’ heads. - Metrics are fuzzy: “Activity” might mean emails sent, meetings booked, or just checking a box. - No one trusts the numbers: If your best rep says, “That’s not right,” you have to dig for the real story.
What you really need is: - A way to see not just what happened, but how deals move forward. - Insight into team and individual patterns—what’s working, what’s not. - Something simple enough that people actually use it.
That’s where Fluint claims to help. Let’s see what it does—and what it doesn’t.
What Fluint Does (and Doesn’t) Offer
Fluint focuses on tracking the real interactions and milestones that move B2B deals—not just counting calls or emails. It’s designed to sit between your CRM and your team’s day-to-day work, surfacing the conversations, signals, and steps that actually drive revenue.
What you can expect: - Deal timeline tracking: See key events like discovery calls, proposal sent, decision meetings, etc. - Analysis of deal progress: Spot where deals get stuck, who’s involved, and which activities actually matter. - Team and rep performance views: Go beyond “who booked the most meetings” to see who’s moving deals forward. - Customizable signals: Track the things that matter to your process (not just generic “touchpoints”).
What you won’t get: - A full-blown CRM replacement. Fluint isn’t trying to be Salesforce. - Deep marketing attribution (think: multi-touch ad tracking). It’s about sales execution, not campaign ROI. - Magic AI that tells you what to do next. It surfaces insights, but you still have to think.
If you want to actually improve your go-to-market process, here’s how to set up Fluint in a way that’s useful—not just another data graveyard.
Step 1: Set Up Fluint Without Drowning in Custom Fields
Before you start, map out what “good” looks like in your sales process. Grab a whiteboard or a notepad—don’t overcomplicate it.
What to define: - The key stages in your deal process (not just “stage 2” or “stage 3”—actual moments, like “first technical deep-dive” or “business case delivered”) - The milestones that mean a deal is truly progressing - The signals that show buyer engagement (emails, meetings, stakeholder involvement, etc.)
Pro tip: Ignore vanity metrics like “emails sent.” Focus on the handful of moments that actually push a deal forward.
Integrate Fluint with your CRM (Salesforce, HubSpot, whatever). Don’t try to sync every field—start with the basics: - Deal name, owner, company, stage - Key dates (opened, closed, milestone events) - Main contacts involved
Leave the rest for later. You’ll thank yourself.
Step 2: Track Real Deal Progress, Not Just Activity
Here’s where most teams get tripped up: they measure effort, not outcomes. Fluint is at its best when you use it to map what actually happens in a deal.
Set up event tracking for: - First meeting with a decision maker - Proposal or quote sent - Technical validation completed - Business case delivered - Legal/procurement started
You can customize these, but don’t go nuts—track the five or six steps that matter. This helps you see: - Where deals are stalling (hint: it’s rarely where you think) - Which reps consistently move deals to the next stage - What steps actually correlate with wins
What to ignore: Don’t bother tracking “touched the account” or “sent a follow-up.” If you can’t tie it to a real step in the buying journey, skip it.
Step 3: Analyze Team and Individual Performance—For Real
Now that you have clean, relevant events, Fluint can actually show you something useful.
For team leads:
- See bottlenecks: Is your whole team stuck waiting for legal? Or do deals die in “ghosted after demo” land?
- Spot process gaps: Are you skipping steps that matter, or making people jump through unnecessary hoops?
- Compare reps: Who’s consistently getting to “technical win” or “decision meeting,” even if their win rate isn’t highest yet?
For reps:
- Self-diagnose: Where are you getting stuck? Are you skipping critical steps?
- Learn from the best: What are top performers actually doing differently?
Don’t fall for the “leaderboard trap”: It’s tempting to just look at who’s closing the most. The real power is in seeing how they’re doing it—and helping others borrow those moves.
Step 4: Use Insights to Tune (Not Overhaul) Your Process
Here’s the truth: There’s no perfect GTM process. But you can always find small things to fix.
With Fluint, look for: - Steps where most deals slow down or die. Is it always in procurement? Maybe you need better templates or earlier legal involvement. - Activities that show up before deals close. Are your wins always tied to a certain meeting or document? Double down on that. - Reps who consistently get stuck in the same place. Don’t just coach on “more activity”—coach on which activity.
How to use this: Start with one area to improve. Maybe it’s “get to technical validation faster.” Run an experiment, measure, and adjust. Don’t try to fix everything at once.
What Fluint Won’t Do (and How to Fill the Gaps)
Let’s be clear: Fluint helps you see what’s happening, but it won’t close deals for you or magically fix broken processes. Here are a few things to keep in mind:
- Garbage in, garbage out: If your team isn’t logging real events, your insights will be junk. Make sure the process is dead simple for reps.
- It’s not a forecasting tool: Fluint gives you leading indicators, but don’t replace your pipeline review with it.
- You still need real conversations: Use Fluint to spot issues, then actually talk to your team about what’s happening.
If you want to fill gaps (like marketing attribution, or more detailed forecasting), you’ll still need other tools. That’s just reality.
Pro Tips: Getting the Most Out of Fluint
- Start simple: The fewer things you track, the more likely your team will actually use it.
- Automate where possible: Connect Fluint to your calendar or email so milestones get logged automatically.
- Make it visible: Share insights in team meetings, but focus on “what’s working,” not just the numbers.
- Keep improving: Treat your process like software—ship changes, measure, and iterate.
Keep It Simple, Iterate, and Don’t Get Distracted
If you’re looking for a way to cut through the noise and actually improve your team’s performance, Fluint can help—but only if you keep things focused. Don’t get caught up in tracking every metric under the sun. Start with the handful of deal milestones that matter, use the data to have smarter conversations, and update your process as you learn.
The best teams aren’t the ones with the fanciest dashboards—they’re the ones who actually use what they track. Keep it simple, keep it honest, and make changes one step at a time.