If you’re leading or working on a B2B sales team, you’re probably drowning in tools that promise to make your go-to-market (GTM) motion “frictionless.” Most just add another tab and another headache. This review is for people who are actually doing the work—sales managers, reps, and ops folks—who want a straight answer on whether Airship’s B2B GTM software is worth your time (and budget).
What is Airship B2B GTM Software, Really?
First, let’s cut through the branding. Airship bills itself as a “GTM execution platform” aimed squarely at B2B teams. Under the hood, it’s part CRM, part playbook automation, part analytics dashboard. The goal: help sales teams organize accounts, run coordinated outreach, and actually track what’s working—all in one place.
Airship isn’t a replacement for Salesforce or HubSpot (though it integrates with both). Think of it as a layer on top, designed to make your GTM workflow less of a mess. The pitch is “one platform for every part of your sales process.” That sounds nice, but does it actually hold up?
Core Features: What You Get (and What You Don’t)
1. Account and Opportunity Management
Airship lets you organize accounts, map stakeholders, and assign owners. You can view active opportunities, deal stages, and recent activity—all the basics you’d expect.
- What works: The account mapping is genuinely useful. You can actually see who matters in an org, and assign specific reps to different deals or contacts.
- What’s missing: It’s not a full CRM. If you need deep contact history or custom workflows, you’ll still need your main CRM. Airship helps you see the big picture, not every last detail.
2. Playbooks and Sales Process Automation
This is where Airship tries to stand out. You can build out “playbooks,” which are basically step-by-step guides for reps—think sequences of calls, emails, LinkedIn touches, or tasks.
- What works: The playbooks are flexible. You can set them up for everything from outbound prospecting to deal reviews. If you care about consistent execution, this is handy.
- What’s clunky: If your team already ignores playbooks in your CRM, they might ignore them here, too. Adoption depends on your sales culture, not just the tool.
Pro Tip: Start simple—don’t try to document every edge case in your playbooks. A three-step sequence beats a 20-step monster no one follows.
3. Collaboration and Handoffs
Airship wants to help sales, marketing, and customer success actually talk to each other. There are built-in tools for sharing notes, assigning tasks, and tracking handoffs between teams.
- What works: The handoff tracking is better than most. You can see exactly when an account moves from sales to onboarding, and who’s responsible.
- What’s meh: If your company’s already siloed, no tool will fix that. Airship makes collaboration easier, but it won’t force people to communicate.
4. Reporting and Analytics
You get dashboards for pipeline health, activity tracking, and playbook adoption. There’s some customization, but it’s not as deep as what you’d get from a BI tool.
- What works: The “what’s working, what’s not” reports are clear and actionable. You can quickly see which playbooks actually drive results.
- What’s limited: Advanced filtering and custom metrics are basic. If your ops team loves building custom dashboards, they’ll hit limits fast.
5. Integrations
Airship connects with Salesforce, HubSpot, Slack, and a few other tools. The goal is to reduce manual data entry and keep your GTM data flowing.
- What works: The Salesforce integration is solid—no double-entry needed for most basic data.
- What’s annoying: Integrations beyond the main CRMs are limited. If you rely on lots of niche sales tools, expect some manual work.
Real-World Pros and Cons
Let’s get past the feature checklists. Here’s what actually matters if you’re considering Airship for your team.
The Good
- Fast to set up: You can get a basic workflow live in a day or two. No months-long implementation project.
- Clear focus: Airship does one thing well—helping sales teams run repeatable GTM motions. It’s not trying to be everything to everyone.
- Adoption is easier: The UI is straightforward. Even tech-averse reps can usually pick it up after a short walkthrough.
The Not-So-Good
- Not a full CRM: If you want deep reporting, granular custom fields, or complex automations, you’ll hit a wall.
- Playbook fatigue is real: If your team hates process, Airship won’t magically make them love it.
- Pricing can add up: The cost is reasonable for mid-sized teams, but if you’re a small startup or a giant enterprise, you might find it pricey for what you get.
What to Ignore
- “AI-powered” claims: Like a lot of SaaS right now, Airship sprinkles in some AI buzzwords. In practice, the automation is useful, but you won’t see ChatGPT-level magic here.
- “One platform for all GTM”: You’ll still need your CRM, email, and maybe a few other tools. Airship tries to centralize, but don’t expect to delete half your stack.
Who Should Actually Use Airship?
Airship works best for B2B sales teams who:
- Already have a CRM, but need better execution on GTM playbooks
- Run complex deals with multiple stakeholders and handoffs
- Want a simple, actionable way to track what’s working (without a data scientist)
It’s less useful if:
- You’re a solo founder or tiny team—just use a spreadsheet for now.
- Your sales process is already buttoned-up and well-tracked in your CRM.
- You want deep customization or advanced reporting.
Pro Tip: If you’re not sure, try it with one segment or team first. Don’t roll it out to everyone until you see real adoption.
Getting Started: A Quick-Start Guide
If you decide to try Airship, here’s how to get value without spinning your wheels.
1. Integrate with your CRM
Don’t skip this. Connect Airship with Salesforce or HubSpot right away. That way, you’re not duplicating data or creating more manual work.
2. Pick one GTM motion to start
Don’t try to automate your entire sales process on day one. Choose one thing—like outbound prospecting or sales-to-success handoffs—and build a simple playbook for that.
3. Invite a small test group
Start with a handful of reps and a manager. Get real feedback before rolling it out company-wide. Look for blockers in adoption and tweak your playbook as needed.
4. Track what’s working (and what isn’t)
Use the built-in dashboards to see which steps actually move deals forward. Kill off steps that get ignored or don’t drive results.
5. Iterate, don’t overthink
Sales processes change constantly. Expect to adjust your playbooks and workflows as you go. There’s no “final version”—just what works right now.
Pro Tip: Don’t let the perfect be the enemy of the good. A workable, simple process beats a half-built Rube Goldberg machine.
Final Thoughts: Keep It Simple, Make It Useful
Tools like Airship can help sales teams run tighter, more consistent GTM motions. But no software will save a broken process or a disengaged team. Use it to make your core workflows more visible and actionable—but don’t expect miracles.
Start with one problem, solve it, and build from there. Sales isn’t complicated—don’t let your tech stack make it that way.