If you're on a B2B sales team, you already know customer feedback is gold—when you can actually get it, sort it, and put it to use. But most teams either let feedback slip through the cracks or drown in spreadsheets nobody reads. If you're tired of chasing down feedback or having it vanish into a Slack thread, this is for you. Let's talk about using Journey to make collecting and acting on feedback way less painful.
Why Bother With Customer Feedback in B2B Sales?
It’s not just about “listening to the customer.” Feedback is how you:
- Spot what’s blocking deals before it’s too late
- Uncover patterns that help prioritize your roadmap
- Give your product team real ammo instead of vague feature requests
- Build trust with customers—they notice when you actually follow up
But let’s be honest: most feedback collection efforts either become “just another tool” nobody updates, or a graveyard of sticky notes and Google Docs. The trick is to build a lightweight, repeatable way to capture and use feedback—without it becoming a second job.
What Journey Actually Does (and Doesn’t)
Journey is a feedback tracking tool built for teams that talk to customers all day. It lets you:
- Log feedback right after a call, using a simple interface
- Tag feedback by customer, deal stage, or feature
- Share insights with product, success, or leadership—without a million emails
- Close the loop with customers when you actually ship what they asked for
What Journey doesn’t do: magically make customers respond to your emails, or analyze feedback for you. It’s not an AI “insights engine” (thankfully). You still need to ask good questions and dig through responses. But it can keep your feedback organized and actionable, which is half the battle.
Step 1: Set Up Journey for Your Team
Don’t overthink it—no need for a weeks-long rollout. Here’s how to get started without stalling:
- Sign up and invite your team. Get everyone who talks to customers—sales, customer success, support—into Journey. If only one person uses it, it’ll die fast.
- Customize your categories. Set up tags or fields that actually map to your process. Think “Feature Request,” “Deal Blocker,” “Pricing Feedback”—not a giant taxonomy nobody will remember.
- Integrate with your CRM (if you want). Journey can usually hook into Salesforce or HubSpot, but don’t make this a blocker. You can always match feedback to deals manually if you’re just starting out.
Pro tip: Have someone on the team own the setup, but don’t let it become a side project. An hour is enough to get the basics running.
Step 2: Make Feedback Capture a Habit, Not a Chore
The best tool is the one you actually use. Here’s how to bake feedback collection into your team’s daily rhythm:
- Log feedback right after calls. Train your team to jot down key points in Journey before jumping to the next task. If you wait, you’ll forget—or worse, you’ll make up details later.
- Keep it short and specific. Nobody needs a novel. A sentence or two per item is usually enough.
- Tag wisely. Use 2-3 tags max per entry. Go too granular and people will stop tagging; too broad, and you lose the point.
- Encourage honest feedback. Not just “the customer loves us!”—but what’s confusing, what’s missing, what almost killed a deal.
What to skip: Don’t try to log every offhand comment. Focus on feedback that’s actionable or repeated.
Step 3: Review and Share Feedback Regularly
Collecting feedback is only half the job. If it just sits in Journey, nothing changes. Make regular feedback review part of your process:
- Weekly or biweekly reviews. Block 30 minutes with your team to scan new feedback. Look for recurring issues or deal-breakers.
- Summarize for product/engineering. Don’t just forward raw notes. Bundle the top 3-5 themes and examples.
- Share wins. When feedback leads to a fix or new feature, tell the team. It keeps people motivated to keep logging feedback.
What doesn’t work: Waiting for “quarterly reviews” or dumping unfiltered feedback on the product team. Nobody reads a 30-page export.
Step 4: Close the Loop With Customers
This is where most teams drop the ball—and it’s a missed opportunity. When you actually act on feedback, tell the customer:
- Set reminders in Journey to follow up with customers who gave key feedback.
- Personalize your response. “Hey, you mentioned X was a blocker last month—we just shipped an update that solves it.”
- Don’t overpromise. If something isn’t on the roadmap, be honest. Customers appreciate transparency more than vague hope.
Pro tip: Even a quick “we heard you, here’s what’s next” email builds trust (and sometimes saves deals).
Step 5: Iterate and Keep It Simple
Feedback processes tend to get bloated over time. Resist the urge to overcomplicate:
- Stick to what’s working. If your team likes logging feedback after calls, don’t force them to fill out long forms.
- Review your tags and fields every quarter. Kill anything nobody uses.
- Ask the team what’s annoying. If the tool or process is slowing people down, tweak it. Don’t let “the process” become a blocker.
What to ignore: Fancy dashboards you never look at, or trying to capture “sentiment analysis.” Stick to real, actionable insights.
Honest Pros and Cons of Using Journey
What works: - Makes feedback capture easy, especially for salespeople who’d rather not write essays - Keeps feedback tied to real deals/customers, not just generic ideas - Helps teams actually follow up and close the loop
What doesn’t: - Still relies on people remembering to log feedback (no tool will fix this) - Some integrations are smoother than others—test before rolling out to big teams - It won’t magically “analyze” feedback for you; someone still needs to read and summarize
Final Thoughts
Collecting customer feedback in B2B isn’t rocket science, but it’s easy to overthink. The key is to make it dead simple for your team, review what comes in, and (most importantly) actually use it. Don’t wait for the “perfect” process—start small, see what sticks, and keep it lean. Most teams aren’t missing insight—they’re missing a simple way to act on what they already hear.
If Journey helps you get there, great. If not, use whatever tool your team will actually use. Just don’t let customer feedback become another “initiative” that fizzles out. Start today, keep it simple, and iterate as you go.