Getting sales and marketing to actually work together feels impossible sometimes, doesn’t it? You’ve got teams with different incentives, different tools, and a mountain of data that never quite lines up. There are a ton of go-to-market (GTM) platforms out there promising to fix this, but most either overcomplicate things or just move the problem somewhere else.
This guide is for folks who have been burned by big promises and want real-world answers. If you’re weighing Unless against other B2B GTM tools to get your sales and marketing teams on the same page, you’re in the right place. Let’s break down what matters, what doesn’t, and how to avoid the common traps.
Why Sales and Marketing Alignment Is Still So Hard
Before we get into the software, it’s worth calling out the basics:
- Data is messy. CRMs, marketing automation, and sales tools all have different definitions of a “lead” or “account.” Sync is never perfect.
- Sales and marketing want different things. Marketing wants leads, sales wants revenue. The handoff is rarely smooth.
- Everyone is drowning in dashboards. Just because you can measure something doesn’t mean it helps.
Software can help, but only if it gets these basics right and doesn’t just add another layer of confusion.
What to Look for in B2B GTM Alignment Tools
Skip the feature checklist for a second. Here’s what actually matters if you want real alignment:
- Single view of the truth: Can everyone see the same data, or is it another “source of truth” that nobody trusts?
- Actionable signals: Do reps get practical next steps, or just more reports?
- Easy to adopt: If you need a PhD or a six-month onboarding, nobody will use it.
- Flexible integrations: Does it play nicely with your existing CRM, email, and website tools, or is it trying to be the center of the universe?
- Pricing transparency: Can you figure out what you’ll pay, or is it a “call us” situation?
Let’s see how Unless stacks up on these fronts—and how it compares to the usual suspects.
Unless: What It Actually Does (and Doesn’t)
Unless bills itself as a platform for orchestrating go-to-market activities, with a focus on helping sales and marketing teams spot and act on revenue opportunities together. It tries to avoid the trap of being yet another dashboard that nobody checks.
Where Unless stands out:
- Unified Account View: Everything tied to an account—engagement, web visits, campaign history, deal stage—is in one place. No more bouncing between five tabs.
- Signals, not noise: Highlights only accounts that are actually showing buying intent, so reps aren’t chasing ghosts.
- Simple setup: No 3-month “implementation.” You hook up your CRM and web analytics, and you’re off. It’s not magic, but it beats most legacy tools.
- Collaboration baked in: Sales and marketing can leave notes, flag accounts, and see what each other is doing. It’s less “look at this dashboard” and more “here’s what’s actually happening.”
Limitations and honest takes:
- Not a full CRM: If you want a system to replace Salesforce or HubSpot, look elsewhere. Unless is about connecting the dots, not being your entire sales stack.
- You need decent data: If your CRM is a mess or your marketing tracking is broken, Unless can’t fix that for you.
- Some features are basic: For example, the reporting is straightforward, not highly customizable. If you want to build custom attribution models, you’ll hit limits.
How Unless Compares to Other Popular B2B GTM Tools
Let’s look at how Unless compares to some of the big players: Demandbase, 6sense, and HubSpot (as a reference point for all-in-one).
1. Demandbase
The pitch: Strong intent data, deep account insights, and ABM features for big companies.
Strengths: - Rich firmographic and intent data. Great for companies with complex account lists. - Deep integrations with ad platforms and CRMs.
Weaknesses: - Complex to implement and maintain—expect a lot of setup calls. - Expensive. Pricing is “let’s talk,” which usually means “bring your checkbook.” - Overkill for smaller teams or those just starting with ABM.
Unless vs. Demandbase: - Unless is simpler and faster to get running. Demandbase has more bells and whistles if you need them, but you’ll pay (in both money and time). - Unless is better for teams who want focus and speed, not endless configuration.
2. 6sense
The pitch: Predictive analytics and AI-driven orchestration for sophisticated GTM teams.
Strengths: - Excellent at surfacing “hidden” accounts showing buying signals. - Strong workflow automation and predictive scoring.
Weaknesses: - “AI” is a buzzword here—it works, but only if your data is clean and your team is bought in. - Steep learning curve. If you don’t have a dedicated ops person, you’ll struggle. - Pricey, and you’ll be locked into their ecosystem.
Unless vs. 6sense: - Unless keeps things human. It surfaces signals, but doesn’t pretend AI will close deals for you. - Unless is better for teams who want actionable insights without a huge process change.
3. HubSpot
The pitch: The all-in-one CRM, marketing, and sales platform.
Strengths: - Everything in one place. Decent reporting, sales, and marketing automation. - Easy to use—good for smaller teams or those who want simplicity.
Weaknesses: - Not specialized for account-based or complex B2B GTM motions. - You’ll outgrow the analytics and customization if you get bigger. - Gets expensive at scale, and you’re locked into their way of thinking.
Unless vs. HubSpot: - Unless is a layer on top of your existing tools, not a replacement. It’s for teams who want better alignment without switching platforms. - HubSpot is fine if you want one tool for everything and don’t have complex sales cycles.
What Actually Moves the Needle (And What’s Hype)
A lot of GTM tools love to talk about “AI-powered insights” or “360-degree views.” Most of this is noise. Here’s what actually helps:
- Shared language: Can sales and marketing agree on what a “hot account” is? Unless helps by showing real activity, not just scores.
- Quick wins: Surfacing accounts that are ready for outreach now, not “maybe thinking about it.”
- No busywork: The best tools cut down on manual updating and logging. Unless does this well; some others don’t.
- Real adoption: If your reps aren’t using it, it’s a waste. Unless is lightweight enough that adoption isn’t a nightmare.
And here’s what you can probably ignore:
- Infinite customization: Most teams don’t need 100 dashboards. Pick a few metrics that matter.
- “AI does it all!” AI can help, but it won’t fix broken processes or bad data.
- Feature arms race: More features usually means more confusion.
Pro Tips for Choosing a GTM Alignment Tool
- Start with your real pain points: Don’t buy something because it’s “best in class.” Buy it because it solves your actual problems.
- Pilot, don’t pontificate: Get a trial and see if your team actually uses it. Unless is quick to trial; some others aren’t.
- Don’t rip and replace—layer: Unless works well as a layer on top of your CRM and marketing tools. Don’t try to switch everything at once.
- Talk to your teams: Ask frontline reps and marketers what slows them down. The answer is rarely “we don’t have enough dashboards.”
- Watch the pricing: If you can’t get a straight answer on cost, expect surprises. Unless is transparent; Demandbase and 6sense, less so.
Wrapping Up: Keep It Simple, Iterate Fast
There’s no perfect GTM alignment tool. The best fit is the one your team will actually use, that solves your biggest headaches, and doesn’t force you to change everything overnight. Unless is a good bet if you want a simple, actionable layer that bridges sales and marketing without a lot of fuss.
Don’t overthink it. Pick something lightweight, get it in play, and iterate based on what works for your team. The biggest win? Getting sales and marketing to have the same conversation, using the same facts. Any tool that gets you there—without drowning you in features you’ll never use—is worth a look.