If you’ve ever tried to build a B2B sales tech stack, you know it’s a mess out there. Every vendor swears they’ll help you “accelerate pipeline” or “unlock revenue,” but most teams end up drowning in tools that barely talk to each other. This guide is for sales ops folks, RevOps leads, founders, or just anyone tired of burning money on software that promises the moon.
Let’s cut through the noise and get real about how Warmly stacks up against other go-to-market (GTM) tools. We’ll get into what actually matters, what’s just hype, and how to avoid common traps when building your stack.
What Does “GTM Software” Even Mean?
Before we start, a reality check: “go-to-market software” is a vague label. In practice, these are tools that help your sales and marketing teams find, engage, and close customers. The big buckets usually are:
- Prospecting (finding leads)
- Intent/Data (who’s actually in-market)
- Engagement (calls, emails, chat, meetings)
- Enablement (making reps’ lives easier)
- Reporting (figuring out what’s working)
Warmly focuses on intent signals and real-time insights, aiming to arm sales teams with context on who’s visiting your site and how to act on it. But how does that fit in with all the other stuff out there?
The Key Players in B2B GTM Stacks
Let’s break down the usual suspects:
1. CRM (Customer Relationship Management)
- Examples: Salesforce, HubSpot, Pipedrive
- What it does: Your source of truth. You store contacts, deals, and activity here.
- What works: Most teams can’t live without a CRM. Pick one and stick with it.
- What to ignore: Fancy “AI-powered” modules unless you’ve nailed the basics.
2. Prospecting & Data Providers
- Examples: ZoomInfo, Apollo, LinkedIn Sales Navigator
- What it does: Help you find new leads and enrich your existing data.
- What works: ZoomInfo is the elephant in the room, but it’s pricey. Apollo is cheaper but lighter on data quality.
- What to ignore: Buying every enrichment add-on. Most teams don’t need more than one source.
3. Intent & Visitor Intelligence
- Examples: Warmly, 6sense, Clearbit Reveal, Leadfeeder
- What it does: Tells you who’s visiting your website, what they’re doing, and who’s actually in the market to buy.
- What works: Warmly and 6sense both surface intent, but with different flavors. More on that soon.
- What to ignore: Overly broad intent signals (“someone at IBM visited your homepage”) without actionable details.
4. Engagement Platforms
- Examples: Outreach, Salesloft, Groove
- What it does: Sequences, email tracking, call logging—the daily grind.
- What works: These are must-haves if your team does outbound. Choose one and keep it simple.
- What to ignore: Over-engineered workflows. Complexity kills adoption.
5. Chat & Meeting Tools
- Examples: Drift, Intercom, Chili Piper, Calendly
- What it does: Live chat, chatbots, meeting booking.
- What works: If you get inbound traffic, a good chat/meeting tool can save a ton of back-and-forth.
- What to ignore: Chatbots that make you seem like a robot. People hate them.
6. Reporting & RevOps
- Examples: Clari, InsightSquared, Tableau, Google Sheets (seriously)
- What it does: Forecasting, dashboards, pipeline analytics.
- What works: Use what your team will actually look at. Fancy dashboards are useless if ignored.
- What to ignore: Reporting for reporting’s sake.
Where Warmly Fits (and Where It Doesn’t)
Warmly is pitched as a modern intent and visitor intelligence tool. In plain terms: it tells you which companies are poking around your website, what they’re looking at, and gives reps a way to pounce while interest is hot.
What Warmly does well: - Real-time alerts: Not just “someone from IBM visited,” but “this specific company looked at your pricing page for 7 minutes.” - Easy-to-understand interface: Reps can actually use it without a PhD. - Integrations: Hooks into Slack, Salesforce, Outreach, and more.
Where it falls short: - Contact-level data: Like most website visitor tools, Warmly can tell you the company, but not always the exact person. (This is a privacy thing, not just a product flaw.) - Not a replacement for prospecting tools: You’ll still need something like ZoomInfo or Apollo if you want to build lists from scratch. - Requires decent web traffic: If you’re not getting at least a few hundred unique visitors a month, you won’t get much value.
Pro Tip: Don’t expect Warmly (or any intent tool) to magically fill your pipeline. It’s a good “accelerator,” not a magic wand.
Warmly vs. The Competition: Real Differences
Let’s get specific. Here’s how Warmly matches up against key alternatives:
Warmly vs. 6sense
- 6sense: Big, expensive, all-in-one intent platform. Great for enterprise, but total overkill for most SMBs. You’ll get tons of data, but it’s easy to get lost in the weeds. Setup is a bear.
- Warmly: Lighter, faster to deploy, focused on website visitors and real-time action. Cheaper and easier to use.
Who should pick what? - If you have a dedicated RevOps team and a big budget, 6sense can deliver. If you want actionability and speed, Warmly is less of a headache.
Warmly vs. Clearbit Reveal
- Clearbit Reveal: Good for enriching anonymous website traffic and plugging data into your stack. Less focused on actionable sales alerts, more on enrichment.
- Warmly: Puts the “who’s on your site right now” front-and-center, with push notifications and rep-friendly dashboards.
Who should pick what? - If you want to power up your marketing automation, Clearbit is solid. If you want your sales team to jump on hot leads in real-time, Warmly wins.
Warmly vs. Leadfeeder
- Leadfeeder: Similar in concept to Warmly. Tells you which companies are visiting. A bit more dated in interface and less focused on actionable alerts.
- Warmly: Faster notifications, cleaner UX, and more integrations with sales tools.
Who should pick what? - If you’re on a shoestring budget or already using Leadfeeder, you might not need to switch. But if you want something reps will actually use, Warmly feels more modern.
How to Build a Modern Sales Tech Stack (Without Going Broke)
Here’s a no-BS framework:
- Start with your CRM. Don’t even look at other tools until your CRM is set up, cleaned up, and your team is using it consistently.
- Pick ONE data provider. ZoomInfo, Apollo, Cognism—it doesn’t matter as much as you think. Just pick one and move on.
- Add an engagement platform IF you do outbound. Outreach or Salesloft is plenty. Don’t buy both.
- Layer in intent/visitor intelligence. This is where Warmly comes in handy. If you have enough web traffic, it’s a great way to catch prospects while they’re hot.
- Meeting & chat tools are optional. Only invest here if you’re getting inbound leads. Otherwise, Calendly is enough.
- Reporting: Keep it simple. Google Sheets or your CRM’s built-in tools are fine until you outgrow them.
Don’t:
- Buy tools just because competitors use them.
- Stack multiple tools that do the same thing (“tool soup” is a real budget killer).
- Assume AI features will save you—most are just dressed-up automation.
Honest Takes: What Actually Moves the Needle
- Speed to lead matters. If you can contact a hot prospect while they’re live on your site, your odds go way up. This is Warmly’s sweet spot.
- Garbage in, garbage out. None of these tools will fix bad data, messy processes, or reps who don’t follow up.
- Adoption beats features. The best tool is the one your team will actually use every day.
Final Thoughts: Keep It Simple, Iterate Fast
Building a sales stack is more about subtraction than addition. Start lean, plug in tools like Warmly when you actually need them, and don’t get distracted by shiny features. Review what’s working every quarter and cut what isn’t. You’ll save money, keep your sanity, and—most importantly—close more deals.