If you run a SaaS company and you’re trying to get your sales and marketing teams to play nicely together (or just get anything done faster), you’ll run into a mess of tools screaming they’ll “accelerate growth.” Most are all hype, little help. This review is for you if you’re tired of empty promises and actually want to know whether the People B2B GTM software (see People) is worth your team’s time and money.
Let’s break down what it does, where it falls short, and whether it’ll actually make your sales and marketing engine run smoother.
What Is People B2B GTM Software, Really?
At its core, People is a go-to-market (GTM) platform built for B2B SaaS companies. It's supposed to be a central nervous system for your revenue teams: sales, marketing, customer success, and everyone in between. The promise is that it’ll align these teams around the right accounts, automate some of the grunt work, and show you what’s working (and what’s not).
Here’s the nuts and bolts of what People claims to do: - Account segmentation and targeting: Organize your prospects by industry, company size, and other filters. - Workflow automation: Assign leads, trigger emails, and nudge your team on follow-ups. - Pipeline visibility: See what’s moving through your funnel (and what’s stuck). - Analytics: Basic reporting on team activity and conversion rates. - Integrations: Plug into CRMs, email, and marketing tools.
So far, so typical. The real question: does it actually help, or just add another layer of busywork?
Setup and Onboarding: Smooth, but Not Magic
Let’s start with the first hurdle: actually getting People up and running.
What works: - Setup is pretty painless. You’ll connect your CRM (Salesforce, HubSpot, or whatever) and import your contacts. The UI is straightforward—you won’t need a week of training just to send your first campaign. - Guided onboarding. The tool walks you through setting up your first segments and workflows, which is handy if your team isn’t full of process nerds.
What doesn’t: - Integration hiccups. If your CRM is heavily customized, expect a few bumps. You may need to lean on support, and they’re helpful, but not always lightning fast. - Data cleanup is on you. If your data’s messy, People won’t magically fix it. Garbage in, garbage out.
Pro tip: Before you even start, audit your CRM and clean up junk contacts. You’ll save yourself trouble later.
Features You’ll Actually Use (And Some You’ll Ignore)
Account Segmentation
This is where People shines a bit. You can slice and dice your target list by nearly any field, and save these views for the whole team. If you’re selling to multiple industries or have different reps covering different regions, this makes it easy to stay organized.
Useful for: - Assigning territories - Running targeted outbound campaigns - Spotting gaps in your coverage
Not so useful for: - Hyper-granular personalization. The filters are good, but not magic. If you want AI-driven segmentation, this isn’t it.
Workflow Automation
You can automate lead assignment, task reminders, and some simple multi-step sequences. This saves real time, especially if your team forgets to follow up (which, let’s be honest, happens a lot).
What works: - Easy to set up standard sales cadences - Reduces manual data entry
What doesn’t: - Limited customization. If your process isn’t standard, you’ll hit some walls. - No-code, but not “no-brain.” You still need someone to think through the logic.
Pipeline and Revenue Insights
The dashboard gives you a bird’s-eye view of your funnel—what’s moving, what’s stalled, and which reps are on top of their game.
Good for: - Weekly pipeline reviews - Spotting deals at risk
Weak spots: - Reporting is basic. If you want to slice data by custom fields, you’ll need to export and crunch in a spreadsheet. - No forecasting magic—just what’s in the pipeline.
Integrations
People connects with Salesforce, HubSpot, Gmail, and a handful of marketing platforms. If you’re on one of the big CRMs, you’re fine. If you built your own stack, check compatibility carefully.
Heads up: Some integrations (especially with niche tools) are “coming soon”—so don’t bank on those until you see them live.
Real-World Pros and Cons
Here’s the stuff you actually care about, minus the fluff.
The Good
- Saves time: No more chasing down reps for pipeline updates.
- Aligns teams: Marketing and sales can (theoretically) see the same info.
- Decent value: Price is reasonable for what you get, especially for mid-size teams.
The Meh
- Not a silver bullet: It won’t solve deep process issues. If your team doesn’t talk, a new tool isn’t going to fix that.
- Learning curve: Simple for basic stuff, but more advanced workflows take tinkering.
- Feature creep: There are some bells and whistles you’ll probably never use.
The Ugly
- Customization limits: If your process is truly unique, you’ll run into walls.
- Analytics are basic: Don’t expect Tableau-level dashboards.
- Support is good, not great: They’ll help, but don’t expect miracles.
Who Should Actually Use People?
People is a solid pick if:
- You have a mid-size SaaS team (10–100 reps) and need better alignment.
- Your sales and marketing teams are tired of living in different spreadsheets.
- You want something better than your CRM’s built-in reporting, but don’t need crazy customization.
Skip it if:
- You’re a tiny startup—just use your CRM and Google Sheets for now.
- You need advanced analytics or custom workflows that bend every rule.
- Your data is a mess—you’ll just make the mess bigger.
Pro tip: Try it with a pilot team first. Don’t roll out company-wide until you’re sure it fits.
Quick Comparison: People vs. the Competition
Let’s be blunt. There are a lot of GTM tools. Here’s how People stacks up against a couple of the big ones:
| Feature | People | HubSpot Sales Hub | Outreach.io | |---------------------|----------|-------------------|---------------| | Setup | Easy | Easy/Medium | Medium | | Customization | Moderate | High | High | | Price | Moderate | Moderate/High | High | | Built-in Analytics | Basic | Good | Good | | Integrations | Decent | Excellent | Good | | Best for | Mid-size | All sizes | Larger teams |
People is less overwhelming than Outreach, and cheaper. HubSpot is more flexible, but you pay for it. If you need the basics and want to avoid complexity, People is a solid middle ground.
Common Pitfalls (and How to Dodge Them)
- Skipping the data cleanup: Don’t assume the tool will organize everything for you.
- Automating too early: Start with manual processes, then automate what actually works.
- Forgetting to train your team: Even simple tools get ignored if nobody knows how to use them.
- Overcomplicating workflows: Start with the basics—add complexity only if you need it.
Final Thoughts: Keep It Simple, Iterate Often
People isn’t going to transform your business overnight. No tool will. But if you want a straightforward way to get your GTM teams on the same page and out of spreadsheet hell, it’s a legit option. Don’t expect magic. Clean your data, start small, get your team on board, and build from there.
Most importantly? Don’t let tools distract you from actually talking to customers. Iterate, keep what works, ditch what doesn’t, and don’t be afraid to keep things simple.