If you spend your days chasing replies, juggling follow-ups, and trying to get sales or partnerships over the line, you know how much time is wasted on “just checking in” emails. The right outreach tool can mean less busywork and more actual conversations—but picking one is a headache. This guide is for anyone stuck choosing between Mixmax, Outreach, Salesloft, Apollo, or even just Gmail plugins. I’ll cut through the hype and help you figure out what’s actually worth your money and your time.
What Are GTM Tools, Really?
Let’s get clear: “GTM” (go-to-market) tools are just a fancy label for products that help sales, partnerships, or customer teams reach out, follow up, and not drop the ball. They automate emails, track engagement, and maybe even help with scheduling. But all the bells and whistles in the world won’t help if the basics—like reliable email sending and reminders—aren’t solid.
The main jobs these tools do: - Send personalized (or “personalized”) email sequences - Tell you who opened, clicked, or replied - Nudge you to follow up when it’s time - Sometimes, help with scheduling or integrating into your CRM
But every tool claims to “streamline workflows” and “drive engagement.” Let’s see what actually works.
Meet the Main Players
Here’s the lineup most teams are choosing from:
- Mixmax: Gmail add-on focused on email sequences, tracking, and scheduling.
- Outreach: Big, enterprise-focused platform. Heavy on automation, built for sales teams with lots of process.
- Salesloft: Similar to Outreach, but tries to be a bit more user-friendly. Also enterprise-y.
- Apollo: Mixes outreach with its own database of leads. Popular with scrappier teams and SDRs.
- Vanilla Gmail Add-ons (like Streak or Mailtrack): Cheap or free, simple, but limited.
Let’s break down how they compare for actual outreach and follow-up.
1. Sending Sequences: How Smooth Is It, Really?
Mixmax:
This is where Mixmax shines. Right from Gmail, you can schedule a sequence (series of emails) to go out, set up branching logic (“If they reply, stop the sequence”), and personalize as much as you want. The interface feels like a Gmail feature, not a separate clunky app.
What works:
- Super easy to create and tweak sequences.
- You can drop in meeting links, polls, or templates right in the compose window.
Where it stumbles:
- If you’re running huge campaigns (think hundreds of prospects at once), it can get slow.
- Not built for teams that need complex multi-channel (phone, LinkedIn, etc.) sequences.
Outreach & Salesloft:
Both are powerhouses for big outreach teams. You get advanced branching, A/B testing, and can mix in calls, LinkedIn touches, and more.
What works:
- Great if your team is big and everyone needs to follow the same process.
- Strong reporting for managers.
What to ignore:
- The learning curve is real. If you just want to send good emails, these are overkill.
Apollo:
Lets you add leads, find emails, and blast out sequences, all in one place. The built-in prospecting is handy.
What works:
- Good for finding and contacting new leads fast.
- Decent automation for cheap.
Where it stumbles:
- UI can feel clunky.
- Deliverability is a concern—blast too many messages, and you’ll end up in spam.
Gmail Add-ons:
You can send emails, maybe track opens, but forget about real sequences or automation.
2. Tracking Engagement: Who’s Actually Reading?
Mixmax:
You’ll see opens, clicks, replies, and even who viewed your attachments. The real-time notifications are useful, but you can turn them off if you hate distractions.
Pro tip:
Don’t obsess over open tracking—Apple Mail privacy features mean you’ll never get perfect data, no matter the tool.
Outreach & Salesloft:
Both do detailed tracking, plus let managers see how the team’s performing. Good for coaching, but not necessary if you’re solo or at a small company.
Apollo:
Tracks opens, clicks, replies. Good enough, but sometimes buggy—expect occasional ghost notifications.
Gmail Add-ons:
Basic tracking only. Don’t expect deep insights.
3. Scheduling and Reminders: Can You Stop Forgetting to Follow Up?
Mixmax:
Built-in reminders that actually work. If someone doesn’t reply, you’ll get a nudge to follow up. The scheduling links (“Book a time with me”) plug right into your calendar, and you can drop them into any email.
What works:
- You don’t have to leave Gmail.
- Reminders are reliable and easy to snooze/dismiss.
Where it stumbles:
- Calendar integration is Gmail/Google Calendar only. If you’re on Outlook, look elsewhere.
Outreach & Salesloft:
Both offer reminders and scheduling, but it’s more baked into their ecosystem—you’re not working out of Gmail.
Apollo:
Has reminders, but they’re basic. The scheduling tool is pretty limited compared to Mixmax or Calendly.
Gmail Add-ons:
You’ll need a separate tool for scheduling. Reminders are hit-or-miss.
4. Integrations: Will It Play Nice With the Tools You Already Use?
Mixmax:
Plays well with Salesforce, Pipedrive, Slack, and Zapier. The Gmail focus is great if you live in Google Workspace. If you’re outside that world, you’ll feel the friction.
Outreach & Salesloft:
Integrate with pretty much everything, but setup is more involved. These are serious platforms, so expect a lot of settings and admin.
Apollo:
Connects to Salesforce and HubSpot, but not as deep as the others.
Gmail Add-ons:
Minimal integrations. These are built for solo users, not teams with a stack.
5. Usability: Can You Set This Up Without a Manual?
Mixmax:
Setup is quick—install the Chrome extension, connect your Gmail, and you’re off. Templates and sequences are easy to set up without a sales ops team.
Outreach & Salesloft:
Prepare for a week (or more) of onboarding and training if you want to use all the features. If you’re the type who hates manuals, you’ll be frustrated.
Apollo:
Somewhere in between. There’s more to learn than with Mixmax, but less than Outreach.
Gmail Add-ons:
Dead simple, but you get what you pay for.
6. Pricing: What’s the Real Cost?
Mixmax:
Starts around $29/user/month for core features. You’ll need a higher tier for Salesforce integration. No contract required for smaller plans.
Outreach & Salesloft:
You’re looking at $100+/user/month, with annual contracts. They’re not interested in solo users or tiny teams.
Apollo:
Has a generous free tier, paid plans start cheap but get pricey if you want all the features.
Gmail Add-ons:
Mostly free or very cheap. But you’ll grow out of them fast.
When to Choose Mixmax (and When to Skip It)
Mixmax is a good fit if: - You use Gmail/Google Workspace. - You want to send thoughtful, personalized email sequences—not spam. - You care about tracking but don’t need enterprise-level analytics. - You want reminders and scheduling that just work, no fuss.
Mixmax isn’t for you if: - You’re running a massive, multi-channel sales team. - You need deep LinkedIn, phone, or SMS integration. - You’re tied to Outlook or another non-Google platform.
Skip the hype:
Don’t get seduced by dashboards and “AI-powered” features you’ll never use. Most people need a tool that helps them send, follow up, and book meetings without getting in the way.
The Bottom Line: Keep It Simple, Iterate as You Go
Most teams overthink this. Pick the tool that fits your email platform, lets you send (and actually personalize) follow-ups, and doesn’t make you dread logging in. If you’re a Gmail user who values speed and reliability, Mixmax is hard to beat. If you need a sales machine for a 50-person team, look at Outreach or Salesloft—but don’t say I didn’t warn you about the complexity (and the price).
Start simple, see what actually saves you time, and don’t be afraid to switch if it’s not working. Most of the value comes from using the basics well—not paying for features you’ll never touch.