If you’re running go-to-market (GTM) ops for a mid-sized B2B company, you’ve probably noticed the pile-up of “all-in-one” platforms promising to solve sales, marketing, and revenue headaches. Some sound too good to be true. Some are. This guide is for folks who want a straight answer: how does Theirstack actually stack up against other B2B GTM platforms, and what should you really care about when picking one?
Let’s skip the fluff and get into what matters.
Who This Guide Is For
- Mid-sized B2B companies (let’s say 50–500 employees)
- Teams who run some outbound, some inbound, and need sales and marketing to actually talk to each other
- Folks tired of “omnichannel orchestration” pitches who just want to know what works—and what’s a waste of time
If you’re a scrappy startup or a Fortune 500, this isn’t really for you. But if you’re in that awkward middle—too big for spreadsheets, too small for a 10-person Salesforce admin team—read on.
What Is Theirstack Anyway?
Theirstack bills itself as a B2B GTM platform for mid-sized businesses, promising to unify sales, marketing, and rev ops in one place. It’s supposed to help you:
- Build and target account lists
- Orchestrate campaigns (email, LinkedIn, etc.)
- Score and route leads
- Track attribution and pipeline
In other words: it tries to be the “operating system” for bringing in new business. Sounds familiar? That’s because it’s a crowded field.
The Main Alternatives
When people say “GTM platform,” they usually mean one or more of:
- Sales Engagement tools (Outreach, Salesloft)
- Marketing automation (HubSpot, Marketo, Pardot)
- Revenue platforms (Apollo, ZoomInfo, Demandbase)
- All-in-one “revenue ops” tools (LeanData, Groove, and yes, Theirstack)
None of these are perfect. Most started in one lane and now try to be everything. Here’s how the main categories shake out:
1. Sales Engagement Tools
What they do well: - Cadence and sequence management for sales reps - Email/phone tracking - Basic reporting
Where they fall short: - Weak on marketing integration - Limited view of account-level data - Expensive as you scale
2. Marketing Automation
What they do well: - Good for email blasts, lead nurturing, scoring - Solid integrations with CRMs
Where they fall short: - Not great for sales workflow - Attribution can get messy - Hard to tune for ABM (account-based marketing) unless you’re all-in
3. Revenue Platforms / Data Providers
What they do well: - Building target account lists - Data enrichment
Where they fall short: - Not great for orchestrating campaigns - Can get pricey fast - Overlap with what you already pay for elsewhere
4. All-in-One GTM Platforms
What they do well: - Try to centralize GTM ops - Promise fewer integrations and less tool sprawl
Where they fall short: - Usually overpromise - Stack can get clunky or generic - “Jack of all trades, master of none” risk
How Theirstack Compares (And Where It Doesn’t)
Let’s get specific. Here’s how Theirstack lines up against what most mid-sized teams actually need.
1. Account Targeting and List Building
Theirstack: - Solid at pulling in firmographic and intent data to build target lists - Integrates with LinkedIn and a few data providers (but not all the big names) - List building is fast, but data quality is only as good as the sources—don’t expect magic
Alternatives: - Apollo and ZoomInfo win on data coverage, but get expensive and can flood you with junk - HubSpot and Marketo can do some of this, but it’s not their strong suit
Bottom line:
If you want best-in-class data, you’ll still need to buy a good data provider. Theirstack is fine for most, but not a silver bullet.
2. Campaign Orchestration
Theirstack: - Lets you build basic email and LinkedIn sequences - Decent at tracking replies and engagement - UI is cleaner than some older tools, but bulk editing can be clunky
Alternatives: - Outreach/Salesloft still have the edge for power users, especially bigger sales teams - Marketing automation platforms are better for complex, multi-channel campaigns
Bottom line:
Theirstack is good enough for most mid-sized teams, unless you need super-advanced triggers or want to automate everything.
3. Lead Scoring & Routing
Theirstack: - Offers basic scoring based on engagement and firmographics - Routing rules are easy to set up, but not as granular as dedicated lead management tools
Alternatives: - HubSpot and Marketo have more mature scoring and routing, but require a lot of setup - LeanData is king if you want to get crazy with routing, but it’s overkill (and over-budget) for most
Bottom line:
Theirstack is “good enough” here, but if you have complex territories or a high lead volume, you’ll hit limits.
4. Attribution & Reporting
Theirstack: - Decent out-of-the-box dashboards - Can track basic source, campaign, and pipeline metrics - Attribution reporting is… fine. Not super customizable, but enough for board slides
Alternatives: - HubSpot and Salesforce win if you want deep, customizable reporting (and have someone to build it) - Most sales engagement tools are weak here
Bottom line:
If you need granular, multi-touch attribution, use a dedicated tool. For most mid-sized teams, Theirstack’s reports are enough to spot trends and justify spend.
5. Integrations & Workflow
Theirstack: - Connects with Salesforce, HubSpot, Slack, and a handful of other key tools - Integrations are smoother than most, but don’t expect magic—custom stuff will require work
Alternatives: - HubSpot is king of integrations in the SMB/mid-market, but gets pricier as you add features - Most sales engagement tools play nice with Salesforce, but not much else
Bottom line:
Theirstack covers the basics. If you live and die by niche tools, double-check the integration list.
What Actually Matters (And What Doesn’t)
What’s Important
- Data quality: If your GTM platform is powered by bad data, everything else is a waste. Theirstack is “good enough,” but not the best.
- Ease of use: Can your team actually use it, or will it just collect dust? Theirstack’s learning curve is reasonable.
- Support: Mid-sized companies get ignored by most vendors. Theirstack is a bit more responsive here, but don’t expect miracles.
- Cost: Most of these platforms get expensive fast, especially once you add data seats or extra modules.
What’s Overhyped
- “AI-powered” everything: Most of these “AI” features are glorified filters or generic suggestions. Don’t pay extra for buzzwords.
- True “all-in-one” claims: You’ll still need some point solutions. No platform does it all well.
- ABM magic: Account-based marketing isn’t a feature—it’s a process. Don’t expect any tool to do it for you.
The Honest Pros and Cons of Theirstack
Pros
- Clean interface, not overwhelming
- Handles most core GTM workflows in one place
- Better support for mid-sized companies than the big names
- Pricing is more transparent than some rivals
Cons
- Data quality and coverage isn’t best-in-class
- Granular campaign logic and reporting are a little basic
- If you have super-complex sales org needs, you’ll hit limits
- Still requires buy-in from both sales and marketing (no tool fixes silos)
Pro Tips (From Someone Who’s Been Burned)
- Demo with your data. Don’t trust the vendor’s “sample accounts.” Use your own and see what breaks.
- Ask about roadmap, not just features. If you have must-haves, make sure they’re not “coming soon” forever.
- Price out the “real” package. The base price is rarely the full cost—factor in data seats, integrations, and onboarding.
- Talk to a reference customer your size. Not a logo on the site, a real user. Theirs or otherwise.
Keep It Simple, Iterate, and Don’t Buy the Hype
Here’s the truth: No GTM platform will do your go-to-market strategy for you. Theirstack is a solid, reasonable choice for mid-sized B2B teams who want to simplify without getting locked into a huge system. Just don’t expect miracles or a magic “growth lever”—pick what’s easy to use, start small, and improve as you go.
Spreadsheets got you this far. The right platform should make things clearer—not more complicated. If it does, you’re on the right track.