If you run sales or operations at a mid-size company, you’ve probably been pitched more “game-changing” software than you can count. There’s a tool for every problem, and each one promises to fix your go-to-market (GTM) headaches. But when it comes to actually picking between something like Revenue (a B2B GTM platform) and the usual lineup of sales enablement tools, the differences can get fuzzy—fast.
This guide is for practical folks who need to sort out what matters, what’s hype, and what’ll really move the needle in a mid-size sales org. We’ll cut through the noise and help you figure out what’s worth your time (and money).
What Actually Is “Revenue B2B GTM Software”?
Let’s get clear on what we’re talking about. “GTM” stands for go-to-market, but that’s just a fancy way of saying: “How do we find, win, and keep customers?” Revenue B2B GTM software (like Revenue) aims to be a command center for all of that. These platforms typically roll up:
- Account and pipeline management
- Playbooks and guided selling
- Data and analytics for sales effectiveness
- Integrations with CRM, marketing, and support tools
- Collaboration tools for sales, marketing, and sometimes even customer success
The promise: a single pane of glass for sales execution. Instead of juggling five tabs and three spreadsheets, you get one system guiding reps from prospecting to closing. In theory, it should mean less busywork, more focus, and better results.
But is that really how it plays out, especially compared to the usual suspects in sales enablement?
What Do “Sales Enablement Tools” Cover?
Sales enablement is a crowded, sometimes vague category. Here’s what most mid-size companies already have (or are pitched):
- Content management (think: sales decks, case studies, battlecards)
- Training and onboarding (LMS, certifications, microlearning)
- Sales engagement (email sequencing, call scripts, dialers)
- Proposal and contract tools (e-signatures, quoting)
- Conversational intelligence (call recording, AI-powered insights)
- Analytics dashboards (activity, pipeline, forecasting)
Most tools do one or two things well. The problem is, they often live in silos. Reps waste time switching between platforms, and managers struggle to see the big picture.
Revenue B2B GTM vs. Traditional Sales Enablement: Core Differences
Let’s get to the meat: how does something like Revenue stack up against a typical sales enablement stack?
1. Scope and Integration
- Revenue: Aims to centralize key workflows—account planning, pipeline management, engagement playbooks, and analytics—in one place. Integrates with your CRM and other tools, but tries to be the main cockpit.
- Sales Enablement Tools: Usually best of breed, but scattered. You might use Seismic for content, Outreach for engagement, Gong for call analysis, and Salesforce for CRM. Integration is possible but rarely seamless.
What to watch for: All-in-one GTM platforms can reduce tool sprawl, but if they don’t play nicely with your existing stack, you’ll just be trading one headache for another.
2. User Experience
- Revenue: Promises a smoother experience—one login, one dashboard, fewer clicks. Some platforms deliver, others just add another tab.
- Traditional Tools: Reps know them, but context-switching is real. Training new hires is slower, and adoption can be patchy.
Pro tip: If your team is already using five tools reluctantly, another point solution won’t solve the adoption problem.
3. Analytics and Visibility
- Revenue: Claims to deliver clearer, more actionable insights by tying everything together—who’s doing what, which deals are stuck, what tactics actually work.
- Point Solutions: Each tool has its own analytics, but you need to stitch them together (often in spreadsheets) to get the full story.
What to ignore: Demos that promise “AI-powered insights” but can’t show a single real report that’s changed rep behavior or helped a manager coach better.
4. Customization and Flexibility
- Revenue: Tends to be more opinionated about process. That’s great if you want to standardize, but not so great if you have unique workflows.
- Sales Enablement Tools: You can pick and choose, building a stack that fits your quirks—but you’ll need someone to keep it all running.
Honest take: If your sales process is basic and you want to enforce consistency, the GTM platform is appealing. If you’ve built your own secret sauce, a mix of best-in-class tools might fit better.
What Works (and What Doesn’t) in the Real World
Let’s get practical. Here’s what actually happens when mid-size companies try these approaches.
All-in-One GTM Platforms (like Revenue)
What works: - Less tool chaos: Reps spend less time toggling, more time selling. - Easier onboarding: New hires get up to speed faster if everything’s in one place. - Cleaner data: Fewer integration points means less stuff falls through the cracks.
What doesn’t: - Process lock-in: Some platforms make it hard to tweak workflows or add niche features. - Change management: Ripping and replacing tools is painful. Expect resistance. - “Jack of all trades” risk: All-in-ones sometimes go shallow instead of deep—features can feel half-baked compared to best-in-class tools.
Traditional Sales Enablement Stacks
What works: - Best-of-breed features: Top tools for each part of the process (content, engagement, coaching). - Custom fit: You can build around your unique sales motion. - Mature integrations: Popular tools usually have APIs and third-party connectors.
What doesn’t: - Integration hell: Getting tools to talk can eat up ops time and budget. - Adoption gaps: Reps cherry-pick tools, leading to inconsistent data and process. - Reporting headaches: It’s tough to see the big picture without manual data wrangling.
How to Choose: A Step-by-Step Checklist
Here’s how to decide what’s right for your team—without getting lost in vendor promises.
1. Map Your Current Sales Stack
- List every tool reps and managers use, and what it’s for.
- Find the overlaps, gaps, and pain points (ask the team, not just IT).
2. Define Your Must-Haves
- What’s non-negotiable for your sales process? (e.g., specific reporting, tight CRM sync, custom playbooks)
- What’s nice-to-have but not critical?
3. Audit Workflow Pain
- Where do reps waste the most time? (Switching tabs? Chasing data? Manual updates?)
- Where do deals stall or fall off the radar?
4. Demo Both Approaches (and Bring Reps Into It)
- Don’t just watch vendor demos—try to use the tools with your data, your accounts.
- Ask frontline reps for honest feedback. If they hate it, adoption will tank.
5. Check Integration Reality
- Ask vendors for customer references with similar stacks.
- Test integrations in a sandbox, not just on a slide.
6. Run the Numbers
- Add up the true costs: licenses, integration, admin time, change management.
- Factor in the cost of not changing (e.g., lost deals, slow onboarding).
7. Start Small, Then Scale
- Pilot with one team or region.
- Measure outcomes ruthlessly: rep adoption, time saved, pipeline progression.
Pro tip: Don’t let “feature FOMO” (fear of missing out) drive you. Most teams use a fraction of what they buy.
What to Ignore (and What to Look For)
Ignore:
- Shiny features you don’t need (AI everything, chatbots, blockchain…)
- Vague promises about “improving productivity” without real proof
- Case studies from companies 10x your size
Look For:
- Clear, practical ways the tool will save your team time
- Real integrations (not just logos on a slide)
- Simple, actionable reporting
- A sales process your team will actually use
TL;DR: Keep It Simple, Iterate Fast
The best sales tech is the one your team actually uses. Whether you go all-in on a GTM platform like Revenue or stitch together best-in-class tools, focus on eliminating friction, not adding features for the sake of it.
You don’t need a “digital transformation.” You just need a stack that lets reps spend less time clicking and more time closing. Start small, get feedback, and tweak as you go. That’s how real wins happen—one simple fix at a time.