If you work in B2B sales or marketing, you’ve probably heard about Monday’s latest push into the “go-to-market” (GTM) software space. Maybe your boss forwarded you a slick promo. Maybe you’re just tired of spreadsheets and want something better. Either way, you want the real story: Does Monday actually help sales and marketing teams do their jobs, or is it just another dashboard with a fancy coat of paint?
This isn’t another fluffy overview. I’ll walk you through what Monday actually does for GTM teams, where it works, where it falls flat, and how to squeeze the most value out of it—without drinking the Kool-Aid.
Who This Is For
- Sales and marketing leaders at B2B companies (especially mid-sized and up)
- RevOps folks hunting for a more organized, accountable GTM process
- Teams annoyed by scattered tools, messy handoffs, and endless status meetings
If you’re a solo founder or a tiny startup, Monday’s B2B GTM solution might be overkill. But if you’ve got a team and a sales pipeline to wrangle, read on.
What Is Monday’s B2B GTM Tool, Really?
Let’s cut through the marketing speak. Monday started as a project management tool, but now it’s pushing into the GTM workspace—meaning it wants to be the place where your sales and marketing teams actually do the work of getting new business.
Here’s what you get out of the box:
- Customizable sales pipelines (think CRM-lite, but prettier)
- Marketing campaign tracking alongside sales deals
- Automations for handoffs and reminders (if-this-then-that style)
- Reporting dashboards that blend sales and marketing data
- Integrations with tools like Salesforce, HubSpot, Gmail, Slack, and more
The big pitch: Instead of toggling between a dozen tools (and dropping the ball between sales and marketing), you get one shared workspace to track leads, campaigns, and deals all the way from cold outreach to closed-won.
The Setup: Getting Started (and What to Watch For)
Monday pitches itself as “no-code” and easy to use. That’s mostly true—if you’re willing to spend a couple hours fiddling. Here’s what onboarding actually feels like:
1. Choosing Templates
- Monday offers pre-built templates for sales pipelines, campaign calendars, and even content planning.
- The templates are a solid starting point, but you’ll almost certainly want to tweak them. Nothing fits perfectly out of the box.
Pro tip: Don’t use every template. Pick one or two that map to your real workflows, then build from there.
2. Customizing Boards
- You’ll need to adjust fields: deal stages, owner, value, contact info, campaign type, etc.
- The drag-and-drop interface is genuinely easy to use. You won’t need a consultant.
What to watch for: It’s easy to over-customize. Stick to the core info you actually use. If you add 50 columns, your team will revolt.
3. Integrating With Other Tools
- Monday connects to most CRMs, email platforms, and calendars. The integrations aren’t always plug-and-play, but they’re not a nightmare either.
- You’ll probably need admin rights to set up connections.
Gotchas: - Syncs aren’t always perfect. For example, mapping deal stages between Monday and Salesforce can get messy. - Some integrations (like HubSpot) are only available on pricier plans.
4. Adding Automations
- You can set up alerts, reminders, and status changes. For example: “If deal moves to ‘Proposal,’ assign follow-up task to rep.”
- The automation builder is straightforward. No coding required.
Reality check: Automations are useful, but don’t go overboard. Too many notifications = people tune out.
Key Features: What Works, What Doesn’t
Here’s a closer look at the features Monday pitches to B2B GTM teams—and how they hold up in the real world.
Sales Pipelines
- Works Well: Visual, customizable, and easy to update. You can track deal stages, assign owners, and see what’s at risk.
- Not So Great: It’s not a full-blown CRM. If you need deep relationship mapping, forecasting, or robust contact histories, you’ll hit limits.
Marketing Campaign Tracking
- Works Well: Lets you see campaign tasks, owners, and deadlines alongside sales deals. Helpful for keeping everyone on the same page.
- Not So Great: Analytics are pretty basic. You won’t get true marketing attribution or granular channel breakdowns. For that, you’ll still need specialized tools.
Collaboration and Handoffs
- Works Well: Comments, mentions, and file sharing are smooth. Handoffs between sales and marketing can be automated (e.g., “mark deal as marketing qualified” triggers a task).
- Not So Great: If your team already lives in Slack or Teams, the “collaboration” features here may feel redundant.
Reporting and Dashboards
- Works Well: You can build dashboards that blend sales and marketing data. Decent for high-level reporting.
- Not So Great: Custom reports are limited unless you pay for higher plans. Visualization options are so-so compared to dedicated BI tools.
Integrations
- Works Well: The basics (email, calendar, CRM) are covered.
- Not So Great: Some integrations require expensive plans, and advanced syncs (e.g., two-way sync with Salesforce) can be finicky.
Real-World Use Cases (and Where It Falls Short)
When Monday Shines
- Aligning sales and marketing: If your teams constantly blame each other for dropped leads, Monday’s shared boards can help make handoffs visible and accountable.
- Replacing spreadsheets: If you’re sick of updating “the big sales pipeline spreadsheet” every Friday, Monday is a big upgrade.
- Managing campaigns: For teams running lots of parallel campaigns (webinars, email, ads), Monday can keep tasks, owners, and assets organized.
When It Doesn’t
- Deep CRM needs: If you need advanced forecasting, territory management, or multi-threaded deal tracking, Monday won’t replace Salesforce or HubSpot CRM.
- Detailed marketing analytics: Monday won’t tell you which campaign actually drove that deal over the finish line. You’ll still need Google Analytics, HubSpot, or similar.
- Complex approval workflows: Monday supports basic automations, but if your process looks like a spaghetti diagram, you’ll hit limits fast.
Pricing: What You Actually Pay
Monday’s pricing is… complicated. There’s a free plan, but it’s basically just a demo. Most B2B GTM teams will need at least the “Standard” or “Pro” tiers.
- Standard: Good enough for most SMB sales and marketing teams. You get automations, decent integrations, and some reporting.
- Pro: Unlocks better reporting, more automations, and advanced permissions. Needed if you have more complex needs or a larger team.
- Enterprise: Custom pricing, mostly for big companies who want SSO, audit logs, etc.
Heads up: Integrations and automation limits are tied to your plan. If you plan to automate a lot or integrate multiple tools, budget for Pro or above.
Honest Pros and Cons
Pros
- Easy to set up and use (no consultants needed)
- Highly customizable for different GTM processes
- Makes handoffs between teams visible
- Decent value at the Standard/Pro tier
Cons
- Not a true CRM or marketing automation platform
- Basic analytics and reporting
- Some key integrations require higher-tier plans
- Can get cluttered if over-customized
Tips to Get the Most Out of Monday
- Start simple. Use one or two boards. Add complexity only as needed.
- Limit notifications. Only automate what actually moves the needle.
- Involve both sales and marketing in setup. If only one team owns it, the other will ignore it.
- Review your setup every few months. Archive old boards. Clean up fields you don’t use.
The Bottom Line
Monday’s B2B GTM tool is a solid choice if you’re a sales or marketing team stuck in spreadsheet hell or drowning in disconnected tools. It’s not magic, and it won’t replace your CRM or marketing automation platform—so don’t pretend otherwise. But for building transparency and accountability between sales and marketing, it’s a real step forward.
Keep your setup simple, don’t chase every shiny feature, and focus on making your process smoother one step at a time. The best workflow is the one your team actually uses.