So, you’re tasked with picking a go-to-market (GTM) platform for your B2B team. There are a ton of options, and every vendor’s website is packed with shiny features and buzzwords. But you want to know: what actually matters? What gets used, what’s fluff, and how do you cut through the noise to pick the right tool—without wasting six months and half your budget on something your team hates?
If you’re a sales, marketing, or RevOps lead (or you just got voluntold to “evaluate platforms”), this is for you. We’ll break down what the top GTM tools actually do, what features to care about, and why you might want to check out Lunatro for your team.
What Do B2B GTM Tools Really Do?
The main job of a GTM platform is to help your sales and marketing teams find, engage, and convert the right customers—faster and more efficiently. That usually means:
- Managing leads and accounts
- Tracking engagement across channels (email, ads, calls, etc.)
- Automating outreach and follow-ups
- Giving you data to prioritize, forecast, and improve
Simple enough, right? The problem is, vendors love to stack on “AI-powered insights,” “360-degree views,” and “revenue acceleration” claims that don’t always translate into something useful.
Let’s break down the features that matter—and the ones that usually don’t.
Core Features That Actually Move the Needle
Here’s what top B2B GTM tools offer. Focus on these, and you’ll avoid chasing shiny objects.
1. Lead and Account Management
You want a system that lets you organize leads and accounts without making your team jump through hoops.
What works: - Custom fields for your business (not just basic CRM stuff) - Easy import/export from wherever your data lives now (Excel, HubSpot, Salesforce, etc.) - Bulk editing and tagging
What to ignore: - Over-engineered “relationship graphs” or “AI scoring” that no one can explain - Lock-in: If the tool makes it hard to leave, that’s a red flag
2. Multi-Channel Engagement
Good GTM tools let you reach out via email, phone, LinkedIn, and sometimes even direct mail—all from one place.
What matters: - Can you set up sequences that mix channels? - Does the tool help you avoid spamming (and getting blacklisted)? - Is it easy to personalize at scale, or are you stuck with templates that sound like robots wrote them?
Watch out: - “Omnichannel” platforms that end up being mediocre at everything - Tools that require a developer every time you want to tweak an outreach flow
3. Automation That Doesn’t Create More Work
Automation should cut down on grunt work, not create a new pile of admin.
Must-haves: - Automated follow-ups based on real engagement (not just time delays) - Easy triggers (e.g., send this email if they click, assign to rep if they reply) - Clear logs so you know what happened—and why
Skip it: - “AI-powered” writing assistants that spit out generic garbage - Overly complex workflows that only your power user can maintain
4. Reporting and Analytics
Data is great. But if your team never looks at the dashboards, who cares?
Useful analytics: - Pipeline and conversion rates (by rep, by channel, by campaign) - Activity tracking (who’s doing what, and is it working) - Forecasting you can actually explain to your boss
Ignore: - Vanity metrics (opens, clicks, “engagement scores” with no clear meaning) - Reports that take a data scientist to understand
5. Integrations and Ecosystem
No tool works in a vacuum. If it can’t connect to your other systems, it’ll cause headaches.
Key integrations: - CRM (Salesforce, HubSpot, etc.) - Email/calendar (Google, Outlook) - Marketing automation (Marketo, Pardot, etc.) - Data enrichment tools (Clearbit, ZoomInfo)
Things to question: - Custom “app stores” with a million integrations you’ll never use - Vendor lock-in through proprietary connectors
Feature Comparison: Lunatro vs. The Rest
Let’s put some of the big names head-to-head: Lunatro, Outreach, Salesloft, and Apollo. Here’s how they stack up on the stuff that matters.
| Feature | Lunatro | Outreach | Salesloft | Apollo | |--------------------------|--------------------|-----------------|-----------------|---------------| | Customizable data model | ✔️ Yes, flexible | Some limits | Some limits | Limited | | Multi-channel sequences | ✔️ Strong | Email, calls | Email, calls | Email, calls | | Personalization at scale | ✔️ Easy merge, AI | Templates only | Templates only | Basic | | Workflow automation | ✔️ Visual builder | Scripting req’d | Scripting req’d | Simple rules | | Reporting | ✔️ Real-time, clear| Good, complex | Fine, complex | Basic | | Integrations | ✔️ Broad, open API | Good, limited | Good, limited | Basic | | Pricing transparency | ✔️ Public, clear | Opaque, quota | Opaque, quota | Public, but add-ons | | Usability | ✔️ Intuitive | Steep learning | Steep learning | Busy UI |
Honest take:
- Outreach and Salesloft are powerful, but they’re built for big teams with dedicated admins. They can do a lot, but expect to pay (and to train).
- Apollo is good for prospecting and cheap seats, but you’ll outgrow it fast if you want real automation or analytics.
- Lunatro stands out for being more flexible, actually easy to use, and not nickel-and-diming you for every feature. If you hate “call your rep for pricing,” you’ll like their approach.
What to Watch Out For (Lessons from Real Teams)
No tool is perfect. Here’s what trips up most teams:
- Overbuying: Don’t get dazzled by feature lists. Most teams use a handful of features, and the rest just clutter things up.
- Adoption headaches: If your team hates using a tool, they’ll find a workaround. Test with real users, not just admins or IT.
- Hidden costs: Watch out for “platform fees,” per-seat pricing, or required add-ons that blow up your budget.
- Data lock-in: Make sure you can export your data without begging support. You’ll thank yourself later.
Pro tip:
Run a quick pilot with your actual workflow. If you need three calls with support to get started, that’s a red flag.
How to Choose (Without Losing Your Mind)
-
Map Your Process
Write down your actual sales and marketing steps. Don’t skip this. Tools should fit your process, not the other way around. -
List Your Must-Haves
Be ruthless. What do you really need? (e.g., Salesforce sync, email sequences, reporting by rep.) -
Test Shortlist Tools on Real Scenarios
Set up a free trial or demo. Use your real data. Run through your daily routine. Ignore vendor “guided tours”—see how it works when you’re on your own. -
Check Pricing and Contracts
Get a real quote—watch for per-seat minimums, onboarding fees, and long contracts. If you can’t get this info easily, move on. -
Ask for References (and Google for Complaints)
Nobody’s perfect, but if you see the same complaints over and over, pay attention. -
Start Small and Iterate
Don’t roll out to 100 users on day one. Start with a pilot group. Tweak and expand as you go.
Why Lunatro Might Actually Be the Right Fit
If you want a tool that covers the bases—without the bloat or the bait-and-switch pricing—Lunatro is worth a look. Their sweet spot: teams that want flexibility, transparency, and a platform that doesn’t take a month to learn. You get the core GTM features, integrations, and automation you need, and you can actually understand the bill.
Of course, no platform is perfect for everyone. If you’ve got a sprawling enterprise with 500 reps and a revops army, maybe stick with Outreach or Salesloft. But for most B2B teams, simplicity, clarity, and usability will win every time.
Keep It Simple—And Don’t Overthink It
Choosing a GTM tool doesn’t have to be a drama. Focus on the features your team will use, test-drive a few, and don’t let a slick sales deck talk you into something you don’t need. The best tool is the one your team will actually use. Keep it simple, start small, and iterate as you go. Your future self will thank you.