If you’ve ever tried to pick a go-to-market (GTM) software stack for a high-growth B2B company, you know it can feel like buying gym equipment: a lot of promises, a lot of money, and half of it ends up gathering dust. There’s no shortage of tools claiming to be “the answer” for sales, marketing, and revenue teams. But what actually works when you need to hit targets, move fast, and don’t have time for vendor nonsense?
This guide is for founders, heads of sales, revenue leaders, and anyone stuck making sense of the GTM software circus. We’ll look at how Crustdata compares to the usual suspects—think Apollo, ZoomInfo, 6sense, and Clearbit—without the fluff. You’ll get straight talk on what these tools do, where they trip up, and how to actually choose what’s worth your time and budget.
Why GTM Software Matters (and Where It Usually Fails)
Let’s get this out of the way: most GTM software is built to impress execs in a demo, not to help teams close more deals. The top complaints I hear:
- It’s expensive, and pricing is mysterious.
- Data quality is hit-or-miss.
- Integrations get oversold.
- You end up using 10% of the features.
- Support is slow once you’re a paying customer.
But you still need something. Manual prospecting, list-building, and lead scoring don’t scale. The right GTM stack can make or break your pipeline and help you avoid the “pray-and-spray” approach every founder secretly dreads.
So let’s break down what actually matters.
What High-Growth B2B Teams Actually Need
Before we get into the tools, here’s what most high-growth teams want from their GTM software:
- Accurate, fresh data (contacts and companies)
- Smart filtering and segmentation (so you’re not wasting time)
- Sales automation (emails, sequences, enrichment)
- Easy integrations (with your CRM, email, Slack, etc.)
- Clear ROI (does this thing help close more deals, or just burn cash?)
If your current tool doesn’t check most of these boxes, it’s probably slowing you down.
Meet the Contenders: Crustdata and the Big Names
There are dozens of “GTM” tools, but let’s focus on the ones high-growth teams actually consider:
- Crustdata
- Apollo.io
- ZoomInfo
- 6sense
- Clearbit
Each claims to do everything—prospecting, intent, enrichment, automation—so let’s cut through the noise.
1. Crustdata: The Challenger
Crustdata is a newer player, but it’s drawing attention for two reasons: quality of data and reasonable pricing. It positions itself as a modern alternative to the bloated, legacy incumbents.
What works: - Good data accuracy: Less “dead” emails and outdated job titles than many competitors. - Simple pricing: No weird seat-based tricks or $10K minimums. - Clean UI: You don’t need a three-day onboarding to get started. - Fast support: Real answers, not just ticket numbers.
What doesn’t: - Smaller database: Not as vast as ZoomInfo or Apollo, but arguably more relevant for most B2B startups and scale-ups. - Limited intent data: If you want deep “who’s Googling us” intent, you’ll need a separate tool.
Ignore if: You’re a Fortune 500 with 100+ sales reps or need international coverage in every obscure market. For most SaaS, fintech, or agency teams looking to scale, it’s a solid fit.
2. Apollo.io: The Swiss Army Knife (with Some Rust)
Apollo’s everywhere these days—part sales automation, part data platform, part enrichment tool.
What works: - Huge contact database: Millions of companies and people, updated often enough. - Automation built-in: Sequences, email tracking, and CRM sync all in one. - Chrome extension: Makes scraping LinkedIn a breeze.
What doesn’t: - Data quality varies: You’ll find plenty of bounced emails and wrong titles. - Clunky interface: Tries to do everything, so it’s easy to get lost. - Price creep: Gets expensive fast if you want all the features or lots of seats.
Ignore if: You only need clean, simple prospecting lists. Apollo is best if you want “all-in-one” and don’t mind sifting through some junk.
3. ZoomInfo: The Big, Expensive Encyclopedia
ZoomInfo is the OG for enterprise sales teams. If you’ve raised a Series C or have a 20+ person SDR team, you’ve probably demoed it.
What works: - Breadth of data: Tons of contacts, org charts, buying signals, and intent. - Enterprise integrations: Plays nice with big CRMs and marketing automation platforms. - Advanced filters: Segmentation for days.
What doesn’t: - Opaque pricing: You’ll need to negotiate, and it’s not cheap. - Overkill for small teams: Most startups won’t use half the features. - Pushy sales process: Be ready for a hard sell and multi-year contracts.
Ignore if: You’re not an enterprise with a big budget and complex sales org. For most high-growth B2B teams, you’ll pay for more than you need.
4. 6sense: The Intent Whisperer
6sense bills itself as the king of intent data—predicting what companies are “in market” and surfacing warm leads from anonymous website visits.
What works: - Unique intent data: Genuinely useful for ABM (account-based marketing) teams. - Custom segments: Build lists based on actual buying signals. - Strong integrations: Especially with Salesforce and Marketo.
What doesn’t: - Setup is heavy: You’ll need time and technical help to get value. - Expensive: Think enterprise pricing, not startup-friendly. - Data can feel abstract: Not always clear how to act on insights.
Ignore if: Your deal sizes are small or you don’t have the resources to run true ABM. 6sense shines in big-ticket, long-cycle sales.
5. Clearbit: The Enrichment Engine
Clearbit focuses on taking your existing data—like inbound leads or web traffic—and enriching it with company and contact info.
What works: - Fast enrichment: Instantly turns email addresses or domains into company profiles. - Strong API: Developers love it for custom workflows. - Flexible pricing: Easier to pilot than ZoomInfo.
What doesn’t: - Not a prospecting tool: You’ll need another source if you want to build outbound lists. - Variable data in niche markets: Great for SaaS, less so for manufacturing or healthcare. - Support can be slow: Especially on lower-tier plans.
Ignore if: You want an “all-in-one” solution. Clearbit’s best as a piece of your stack, not the whole thing.
How to Actually Choose: A Practical Checklist
Forget vendor hype and feature checklists. Here’s how to sanity-check your GTM stack:
1. Define Your Use Cases
- Outbound prospecting
- Inbound enrichment
- ABM and intent
- Sales automation
- Reporting and analytics
Write these down. Match tools to what you actually need—not what looks cool in a demo.
2. Audit Your Data Needs
- How many contacts/companies do you need each month?
- What geographies and industries matter?
- Do you need deep org charts, or just emails and LinkedIns?
- Are you mostly doing outbound, inbound, or both?
3. Test Real Data Samples
Don’t trust the “sample exports” vendors send. Run a real campaign:
- Export 100 contacts from each tool.
- See how many emails bounce.
- Check if job titles and company info are up-to-date.
- Bonus: reach out, and see if prospects reply.
4. Check Integrations (Don’t Assume)
- Connect each tool to your CRM or sales engagement platform in a sandbox.
- Test real workflows: does data flow cleanly? Are there sync errors?
- Ask for a demo with your actual stack—not just a canned one.
5. Pressure-Test Support
- Email support with a real issue.
- Ask for a walkthrough or onboarding call.
- See how fast and helpful the team is when you’re not a prospect.
6. Start Small, Scale Up
- Avoid annual contracts at first.
- Start with a pilot seat or month-to-month.
- Set a 30- or 60-day review: is this tool saving time, booking meetings, and helping close deals?
Honest Takes: What To Ignore
- Intent data hype: It’s often vague and hard to validate. Useful for ABM, but don’t expect miracles.
- “AI” features: Most are just simple automation under the hood. Nice-to-have, not must-have.
- Giant feature lists: You’ll use maybe 10-20% of what’s in the box.
- Lock-in contracts: Only sign long-term deals if you’ve proven value through a pilot.
The Bottom Line
Most high-growth B2B teams need a tool that gets them fresh prospects, accurate data, simple automation, and doesn’t eat the whole budget. Crustdata is making a name for itself by focusing on those basics and not trying to be everything for everyone. The big names—Apollo, ZoomInfo, 6sense, Clearbit—each have strengths, but also real drawbacks for smaller, fast-moving teams.
Don’t overthink it: Pick a tool that solves your immediate problem, test it with real data, and don’t be afraid to switch if it’s not delivering. The best GTM stack is the one your team actually uses—and that helps you close more deals, not just check another SaaS box. Keep it simple, iterate, and remember: no tool will ever replace good sales fundamentals.