If you’re running growth or sales in a mid-sized B2B company, you’ve probably noticed the explosion of software promising to find you more leads, close more deals, and make your go-to-market motion “frictionless.” The reality? Most of these platforms are long on promises and short on real impact. This guide cuts through the noise and gets straight to what matters: how Rev compares to the other big players, what actually works for mid-sized teams, and what’s just marketing fluff.
Let’s get real about what you’re actually buying, what you can skip, and how to make sense of a crowded market.
Who This Guide Is For
If you have:
- A sales or marketing team of 10–100 people
- A clear target market (not “everyone with a wallet”)
- A practical budget (not Fortune 500 deep pockets)
- A healthy skepticism of shiny new SaaS tools
...you’re in the right place. This isn’t for folks with a spreadsheet army or a dedicated RevOps team. We’re talking practical, get-it-done platforms—not science projects.
What Does “Go to Market Platform” Even Mean?
Let’s define our terms. “Go to market” (GTM) platforms for B2B usually promise some combination of:
- Targeting: Finding the right accounts and contacts
- Engagement: Reaching out to those contacts, usually via email, phone, or LinkedIn
- Data: Enriching, cleaning, or scoring your leads
- Analytics: Telling you what’s working (and, more often, what isn’t)
Some platforms do all of this (badly), some do one or two things (better). The key is knowing what you actually need and what’s just adding cost and complexity.
The Big Names: Rev, ZoomInfo, Apollo, and Others
You can’t turn around in B2B sales tech without bumping into a few usual suspects. Here’s the quick lay of the land:
Rev
What it claims: Uses AI to find your “next best customers” by building custom profiles that go beyond basic firmographics. It’s not just giving you a giant spreadsheet of companies—it’s trying to help you find lookalikes based on your best customers.
What it does well:
- Focuses on quality over quantity. You’ll get fewer, but more relevant, leads.
- Simple UI—pretty easy for non-technical folks.
- Integrates decently with major CRMs.
What to watch out for:
- Smaller database than ZoomInfo or Apollo, since it’s more about fit than brute force.
- Pricing can feel steep if you just want raw contact data.
- The “AI” magic is as good as the data you feed it—garbage in, garbage out.
ZoomInfo
What it claims: The biggest B2B contact database around. Tons of integrations, endless filters, and a sales intelligence layer.
What it does well:
- Sheer scale of data—if someone exists in B2B, they’re probably in here.
- Good enrichment and data hygiene tools.
- Powerful for big teams with complex segmentation needs.
What to watch out for:
- Expensive, especially as you add features or seats.
- Overwhelming for smaller teams—lots of bells and whistles you won’t use.
- Data accuracy can be hit-or-miss, especially for mid-sized or niche markets.
Apollo.io
What it claims: An all-in-one platform: data, outreach, engagement, and analytics.
What it does well:
- Combines prospecting and outreach in one place—less tool sprawl.
- Cheaper than ZoomInfo, decent for smaller teams.
- Playbooks and automation for folks who want to “set it and forget it.”
What to watch out for:
- Data quality is a step below ZoomInfo and even Rev.
- Outreach features are decent, but not best-in-class.
- Gets messy if you already use specialized tools for email or calling.
Others (Clearbit, Lusha, Cognism, etc.)
- Mostly focused on data enrichment or contact info.
- Good “add-ons” for a stack, but rarely a full platform.
- Pricing is all over the place—watch for sneaky upsells.
What Actually Matters (And What Doesn’t) for Mid-Sized Teams
Here’s the honest truth: Most platforms pitch features you’ll never use. Here’s what you should really pay attention to:
1. Data Quality Over Data Quantity
- A giant database is useless if half your emails bounce.
- Rev’s approach: Fewer, higher-fit leads. ZoomInfo: Spray and pray. Apollo: Somewhere in between.
- Pro tip: Always test with a sample list before buying. Ask for bounce rates and recent data refresh stats.
2. Integrations That Don’t Suck
- If it doesn’t plug into your CRM or outreach tool without a PhD, walk away.
- Rev and ZoomInfo both work with Salesforce, HubSpot, and the usual suspects.
- Apollo tries to do everything in one place, but it’s not always seamless.
3. Usability for Non-Techies
- Is your team actually using the platform, or is it just another tab they ignore?
- Rev’s simpler interface is a win for busy teams.
- ZoomInfo is powerful, but it can bury you in options.
4. Transparent Pricing
- Watch out for “platform fees,” required add-ons, and seat minimums.
- Rev’s pricing is straightforward, but can be high for data-only use.
- ZoomInfo will nickel-and-dime you for features.
- Apollo is budget-friendly, but you get what you pay for.
5. Support That Actually Helps
- You want a real human, not just a chatbot or a 5-day ticket queue.
- Rev and Apollo tend to be more responsive for mid-market clients.
- ZoomInfo support is…well, big company support.
Use Cases: When to Pick Each Platform
When Rev Makes Sense
- You have a clear ICP (Ideal Customer Profile) but want to find more companies like your best customers.
- You’re sick of sifting through endless lists to find actual good-fit leads.
- You care more about quality than brute-force outreach.
When ZoomInfo Is (Maybe) Worth It
- You need every possible contact in your space, no matter the cost.
- You have a RevOps team to wrangle complex workflows and integrations.
- Your sales team is big enough to justify the price.
When Apollo Might Do the Trick
- You want prospecting and email outreach in one tool, on a budget.
- You’re okay with “good enough” data and don’t mind a little manual cleanup.
- You’re early-stage or don’t have super-specific targeting needs.
When None of Them Fit
- You’re in a super-niche or international market where even the best platforms come up empty.
- You’re better off with a data broker or building lists manually (yes, really).
- You just need enrichment, not full prospecting—look at Clearbit or Lusha.
Common Mistakes to Avoid
- Buying for tomorrow, not today: Don’t pay for an “enterprise” platform if you’re still figuring out your ICP.
- Ignoring adoption: If your team won’t use it, it doesn’t matter how powerful it is.
- Underestimating data decay: Even the best data gets old fast. Build in time (and budget) to refresh lists.
- Over-automating: The promise of “hands-off” prospecting is oversold. Human judgment still matters.
Real Talk: What Works, What Doesn’t
What works:
- Tight targeting, updated regularly
- Simple workflows your team actually uses
- Integrations that save time, not create busywork
What doesn’t:
- Massive databases with no filtering
- Fancy AI scoring you don’t understand or trust
- All-in-one platforms that do everything “okay” but nothing great
Final Thoughts: Don’t Overthink It
The best GTM platform is the one your team actually uses to have real conversations with the right prospects. Start simple. Test tools with your real data. Don’t let a demo or pitch deck convince you that you need more complexity.
Pick a platform that fits your current stage, and don’t be afraid to switch as you learn. The right tool should make your team’s life easier—not add another headache. Iterate, keep it simple, and remember: the software’s just a helper, not a silver bullet.