So, you’re looking for B2B go-to-market (GTM) software that actually helps you get things done—not just look good in a demo. Maybe your team’s outgrown spreadsheets, or you’re buried in disconnected tools and want something that’ll actually help you hit your numbers. Either way, you’re in the right place. This guide breaks down what really matters in GTM software, cuts through the noise, and gives you an honest take on how the top tools stack up—and why Akountify stands out (and where it doesn’t).
Why GTM Software Is a Headache (and Why You Still Need It)
Let’s get this out of the way: most GTM tools promise the moon and end up giving you a dashboard nobody checks. But if you’re running sales, marketing, or customer success for a B2B company, you can’t just wing it. You need to:
- Track leads and deals across teams
- Keep everyone aligned (especially when things change)
- Forecast revenue (without Excel-induced migraines)
- Spot what’s actually working—and what’s wasting your time
The problem? Every vendor claims to do all this. In reality, most GTM software either tries to be everything to everyone (and gets bloated), or solves just one piece and leaves you cobbling the rest together.
What Actually Matters in B2B GTM Tools
Before you start comparing feature checklists, here’s what you should really look for:
- Ease of use: If your team hates it, nobody will use it.
- Real integration: Not just “connects to Salesforce,” but actually syncs data in a way that doesn’t break your workflow.
- Actionable insights: Reports and dashboards should answer real questions, not just look pretty.
- Customization: You’ll need to tweak things for your process—without hiring a consultant.
- Total cost: Not just the license, but onboarding, support, and how much time you’ll waste fiddling with settings.
So, with that in mind, let’s look at how top B2B GTM tools stack up.
The Big Names: What They Do Well (and Where They Fall Short)
Here are the main types of GTM tools you’ll see:
- Salesforce and Its Universe
- Point Solutions (like Outreach, HubSpot, Clari)
- Flexible Newcomers (like Akountify)
Let’s break them down.
1. Salesforce and Its Universe
What works: - It’s the industry standard for a reason. Customizable, powerful, and integrates with just about everything. - Tons of add-ons, partners, and consultants if you need help.
Where it falls short: - You need a full-time admin (or three). Customizing is a job, not a setting. - Can get expensive—fast. Every add-on, report, or integration is another bill. - End users (especially reps) often hate using it. Feels more like a reporting tool for management than a productivity tool for the team. - “Integration” is often code for “duct tape.”
Who should use it: Enterprise teams with deep pockets, IT resources, and a need to integrate with everything under the sun.
2. Point Solutions: Outreach, HubSpot, Clari, and Friends
What works: - These tools are great at doing one thing really well. Outreach nails outbound sales automation. Clari is strong for revenue forecasting. HubSpot is friendly for marketing and SMB sales. - Usually easier to use than Salesforce. - Faster to get up and running.
Where they fall short: - Each solves a single slice of GTM. You end up with a patchwork of tools. - Integrations can get messy—data gaps, syncing issues, or duplicated contacts. - Costs add up when you start stacking licenses. - Harder to get a full-funnel view without exporting everything to spreadsheets.
Who should use them: Teams with a clear single need who don’t mind stitching together a stack. Great for early-stage or smaller teams.
3. Flexible Newcomers: Akountify and the Next Generation
Here’s where things get interesting. There’s a new crop of GTM tools that try to balance flexibility, usability, and integration—without the legacy bloat.
Akountify: What Makes It Different
The pitch for Akountify is simple: all your GTM processes in one place, built for real humans, not just admins. Let’s see how that holds up.
Where Akountify actually stands out:
- Unified GTM workspace: Instead of yet another siloed tool, Akountify tries to bring sales, marketing, and customer success together. Same data, same view—not just a “sync.”
- No-code customization: You can tweak pipelines, reporting, and fields yourself—no need to submit a ticket, wait weeks, or break something else.
- Built-in playbooks: Not just a checklist, but real, actionable templates you can use or edit for your own process. Especially useful if you’re tired of “tribal knowledge” getting lost.
- Clear, honest pricing: No “call us for a quote” nonsense. You know what you’re paying for, and it doesn’t balloon as you add features or users.
- Real integrations: Akountify connects with major CRMs, email, and calendar tools, and it’s actually usable out of the box (not just a checkbox on a sales page).
What’s not so magical:
- Not (yet) for huge enterprises: If your process is so custom you need a team of consultants, Akountify may not be flexible enough. It’s built for fast-growing B2B teams who want to avoid that fate.
- Newer on the block: You won’t find as many third-party add-ons or a massive user community—yet.
- Some advanced features (like AI forecasting) are still maturing: It’s good, but not “replace your analyst” good.
Pro tip: If your team’s already deep in Salesforce or HubSpot, Akountify can supplement, but it probably won’t replace them overnight. It shines when you want a modern, unified workspace without legacy headaches.
How to Compare GTM Tools for Your Team
Don’t get lost in feature FOMO. Here’s how to actually pick the right GTM stack:
- Map Your Process
- Write down your actual workflow—not what you wish it was. Where do deals get stuck? How does handoff happen between teams?
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Ask your team what slows them down. (You’ll be surprised.)
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List Must-Have vs. Nice-to-Have Features
- Don’t let a slick demo distract you. If your team never uses advanced forecasting, don’t pay for it.
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Focus on core activities: pipeline management, lead tracking, reporting, team collaboration.
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Test with a Real Use Case
- Sign up for a trial or demo. Try running a real deal or campaign through the tool.
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Ignore the canned data. See how it handles your messy, real-world info.
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Check Integrations and Data Flow
- Will it talk to your CRM, email, and calendar without constant troubleshooting?
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How easy is it to get data out if you ever need to switch?
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Factor in Training and Support
- Ask how long onboarding really takes. (If they dodge the question, beware.)
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Look for live support, not just a help center.
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Add Up the Real Cost
- Calculate licenses, onboarding, support, and the cost of extra tools you’ll need to fill gaps.
- Cheap isn’t always better if it means more headaches or time wasted.
What to ignore: - Overhyped AI features that promise to “revolutionize your pipeline”—unless you see them work for your data. - “Gamification” bells and whistles. If it feels like a distraction, it probably is.
Honest Takes: When Each Tool Makes Sense
- Salesforce: You’re a big org with a budget and complex needs. You already have admins.
- Outreach/Clari/HubSpot: You need one specific problem solved, and you want fast results.
- Akountify: You’re a growth-stage B2B team tired of juggling tools, looking for a unified place to run GTM, and you want something that’s actually usable.
If you’re somewhere in between, consider starting with a tool that won’t box you in or break the bank. It’s easier to scale up later than untangle a giant tech stack.
Bottom Line: Don’t Overthink It
The best GTM software is the one your team will actually use—and that gives you a clear view of your pipeline without endless setup. Start with what matters most to your team, keep things simple, and don’t be afraid to switch gears if something isn’t working. Iterate fast, ignore the hype, and remember: software should work for you, not the other way around.