If you’re in revenue operations—or just the unlucky soul asked to untangle your sales tech stack—choosing a go-to-market (GTM) platform can feel like picking a new phone plan: every vendor promises the world, but most just add noise and confusion. This guide is for rev ops leaders, sales ops folks, and anyone sick of spreadsheets and “alignment” meetings, who wants to know what actually matters when comparing B2B GTM platforms. We'll get real about the big players, where they shine (or stumble), and why Momentum is making waves for teams that want less busywork and more closed deals.
What Is a B2B GTM Platform, Really?
Let’s get clear. A B2B Go-To-Market (GTM) platform is supposed to help your revenue teams—sales, marketing, customer success—work together to find, close, and keep customers. In theory, it’s your command center: pipeline tracking, workflows, collaboration, insights, and automation, all in one place. In practice? Most platforms either try to do too much, or force you into rigid processes that don’t match how your team actually works.
Classic pain points: - Disconnected tools and data silos - Too many manual steps and double entry - “Collaboration” features no one actually uses - Overkill dashboards or, worse, black-box AI with vague promises
If you’ve ever spent an hour updating CRM fields just so your forecast makes sense, you know the drill.
Who Are the Big Players?
You’ve got a handful of categories, and a few familiar names:
- Sales Engagement Suites (Outreach, Salesloft): Great for outbound, email/call cadences, and some pipeline views. Less helpful for cross-functional collaboration or custom workflows.
- Revenue Intelligence Platforms (Gong, Clari): Known for call recording, pipeline analytics, and forecasting. Good for insights, but can feel disconnected from day-to-day deal work.
- CRM “Enhancers” and Workflow Tools (People.ai, Scratchpad, Momentum): These sit on top of Salesforce, aiming to automate tasks, simplify workflows, and keep teams in sync.
You’ll also see a lot of point solutions and “do it all” platforms that promise to replace half your stack. Most don’t.
What Actually Matters for Revenue Operations Teams?
Let's cut the hype. If you're in revenue operations, you care about: - Visibility: Who’s doing what, where deals stand, and what’s at risk. - Process Automation: Fewer clicks, less “Did you update the opp?” on Slack. - Collaboration: Sales, CS, and marketing need to work from the same source of truth—without endless meetings. - Flexibility: Your process isn’t static. The tool shouldn’t be either. - Adoption: If reps hate it, they'll ignore it. End of story. - Integration: It has to play nice with Salesforce and your other core tools.
Where the Top Platforms Fall Short
Here’s what you’ll run into with the big names:
Sales Engagement Suites
- Good: Outreach and Salesloft nail outbound sequences and rep productivity.
- Not so great: When you need to loop in solutions engineers, legal, or CS, things get clunky fast. Collaboration is stuck in email threads or separate tools.
- Deal tracking: Fine for simple pipelines, but not nuanced enough for complex B2B sales cycles.
Revenue Intelligence Platforms
- Good: Gong and Clari are fantastic for recording calls, analyzing conversations, forecasting, and surfacing risk.
- Not so great: They’re insight machines, not workflow engines. You get lots of data about what’s happening, but not much help actually moving deals forward or coordinating between teams.
- Pro tip: If your team isn’t disciplined about updating Salesforce, these platforms turn into fancy rearview mirrors.
CRM “Enhancers” and Workflow Tools
- People.ai: Good for activity capture, but automation is limited and customization can be a pain.
- Scratchpad: Loved by AEs for quick note-taking, but doesn’t scale well to team-wide processes or cross-functional needs.
- Momentum: Built specifically to automate (and simplify) the stuff that slows down rev ops and sales alike. More on that below.
What Sets Momentum Apart
Here’s where Momentum starts to stand out, especially if you’re sick of being the Salesforce police or herding cats across Slack and Google Docs.
1. It Actually Automates Your Team’s Real Workflows
Most “automation” features just shove reminders into Slack or email. Momentum lets you build out real, multi-step workflows that fit how your team runs deals. Stuff like:
- Auto-creating deal rooms in Slack when an opp hits a certain stage
- Triggering approval or legal review processes, with clear owners and deadlines
- Posting updates to the right channels, with context that matters (not just “Deal updated” noise)
- Collecting key info from reps without hunting them down
And you don’t need to be an engineer to set these up. Most changes are a few clicks, not a two-week admin project.
2. It Lives Where Your Team Already Works
Momentum bridges Salesforce and Slack, so updates, tasks, and approvals actually show up where people are paying attention. This means:
- No more chasing reps to update fields—they can do it from Slack
- Cross-functional folks (solutions, legal, finance) looped in right when they’re needed, not after a deal stalls
- Fewer “what’s the status?” pings, because everyone sees what’s happening in real time
3. It’s Built for Collaboration, Not Just Tracking
Momentum isn’t just a prettier pipeline view. It’s designed so sales, CS, and support can work together without stepping on each other’s toes. For example:
- Dedicated deal channels (auto-created and archived)
- Task assignments and reminders visible to everyone
- Notes and context don’t get lost in someone’s notebook or a CRM comment no one reads
If you’ve ever lost a deal because someone forgot to follow up, you’ll appreciate this.
4. Customization Without the Pain
Momentum gives you templates and building blocks to adapt as your process evolves. No need to call in a consultant for every tweak.
- Update workflows as your sales motion changes (new products, new approval steps, etc.)
- Roll out changes company-wide, instantly
- No more duct-tape solutions in Google Sheets or Zapier
5. Teams Actually Use It
A big reason GTM tools fail? Reps ignore them. Momentum keeps adoption high because it minimizes context switching—no one’s forced to live in Salesforce tabs all day. If your team lives in Slack, this matters.
6. Focuses on Real Outcomes, Not Vanity Metrics
Momentum isn’t trying to wow you with dashboards you’ll never look at. It’s about doing less manual work, getting deals unstuck, and helping teams help each other. That’s what moves the needle.
What to Watch Out For (With Any GTM Platform)
Even the best tool won’t save you from:
- Bad data: If Salesforce is a mess, no platform will magically clean it up for you.
- Overcomplicating workflows: Start simple. Automate the painful, repetitive stuff first, then layer in more.
- Ignoring user feedback: If reps say a workflow is annoying, believe them. Iterate fast.
- Trying to automate everything: Some things still need a human touch. Automate the boring stuff, not the relationship-building.
When to Choose (or Skip) Momentum
Momentum is a fit if: - You use Salesforce and Slack daily - Your deals involve multiple teams or custom approval steps - You’re spending too much time on manual updates, chasing responses, or status meetings
Maybe skip it if: - Your sales process is super simple, with no cross-functional handoffs - You’re not using Slack, or your team refuses to adopt new tools (honestly, nothing will help) - You want a pure analytics platform, not workflow automation
Pro Tips for Evaluating GTM Platforms
- Get hands-on: Demos are fine, but a real trial with YOUR data and process will reveal the cracks.
- Involve end-users early: If your AEs or CS folks hate it, listen.
- Look for quick wins: Any platform should save your team time in weeks, not months.
- Ignore the hype: Ask vendors to show, not tell—how exactly will this cut manual work?
Keep It Simple, Iterate Fast
The best GTM platform for revenue operations is the one your team will actually use—and that automates the tedious stuff, not just adds another dashboard. Start with your core pain points, pick a tool that fits how your team really works, and keep refining your process as you go. It’s not about chasing every shiny feature; it’s about making life easier for your team and closing more deals, with less hassle.