If you’re part of a growing B2B team, you know the drill: everyone’s got big revenue goals, but getting marketing, sales, and customer success on the same page feels like herding cats. Most “go to market” (GTM) strategies sound great in a slide deck, but in practice? It’s a mess—data all over the place, unclear accountability, and way too many tools nobody actually uses.
This guide is for folks who want less chaos and more closed deals. We’ll dig into how Akountify claims to streamline B2B GTM—and what actually matters if you want your team to move faster without losing its mind.
Why B2B GTM Is Such a Mess for Growing Teams
Let’s call it like it is: growing B2B teams want pipeline, not process for process’s sake. But you can’t ignore the basics:
- Data lives everywhere—CRM, spreadsheets, Slack, Post-its on someone’s monitor.
- Marketing throws leads over the wall. Sales shrugs. Nobody’s sure who’s following up.
- Everyone’s “aligned” in theory, but frustrated in reality.
- There’s always a new tool promising to fix it all, but adoption fizzles fast.
Most teams limp along with a patchwork of hacks and meetings. By the time you realize your GTM motion is broken, you’re already behind.
Akountify says it can change that. Let’s walk through what it actually does—and what you should skip if you want to keep things simple.
1. Centralize (Don’t Just Collect) Your Customer Data
First things first: Akountify isn’t trying to be another CRM. It connects your existing tools—Salesforce, HubSpot, email, spreadsheets—and pulls data together where people can actually use it.
How Akountify helps: - Unified view of accounts: Instead of toggling between apps, you get one dashboard showing sales, marketing, and CS activity for each account. - No more “which spreadsheet is right?” fights: Everyone sees the same numbers, so you waste less time in meetings explaining what’s real. - Automated data hygiene: It cleans up duplicates and gaps, so you’re not chasing ghosts.
What to ignore:
Don’t get lost in the weeds trying to track every tiny touchpoint. Focus on major signals: meetings, emails, deal stage, and key contacts. Akountify can track a lot, but overdoing it just creates noise.
Pro tip:
Start with your top 50-100 accounts. Once the system is humming, then widen the net.
2. Make Hand-Offs Actually Work
The classic B2B problem: marketing says “here’s a hot lead,” sales rolls their eyes, and the hand-off falls through the cracks. Akountify’s account timeline helps here, but only if you use it right.
How Akountify helps: - Visual timelines: See every hand-off and touchpoint in one place—no more “who talked to them last?” detective work. - Ownership tracking: Assign clear owners at each stage (and see where things stall). - Automated reminders: Nudges when accounts are stuck or when it’s time for follow-up.
What to ignore:
Don’t overcomplicate your hand-off process with endless playbooks. It’s tempting to automate everything, but humans still need to talk. Use reminders and ownership tracking to prompt real conversations, not just more Slack noise.
Pro tip:
Set up simple triggers—like “no activity in 7 days”—to surface only the accounts actually at risk of going dark.
3. Align on What Actually Moves Deals
It’s easy to get lost in vanity metrics: MQLs, “engagement rates,” or vague “account health” scores. They make for pretty reports, but they don’t close deals.
How Akountify helps: - Customizable scorecards: Define what counts as real progress for your business (e.g., demo booked, multi-threaded contact, proposal sent). - Shared definitions: Everyone can see what “qualified” really means—no more arguing about what stage an account is in. - Reporting everyone understands: You’ll spend less time arguing about the numbers and more time acting on them.
What to ignore:
Don’t try to copy someone else’s GTM metrics just because they’re trendy. Focus on the 2-3 milestones that actually predict revenue for you.
Pro tip:
Review scorecard definitions quarterly. As your sales motion evolves, so should your signals for success.
4. Keep Everyone Honest (Without Micromanaging)
Managers want visibility, reps want autonomy, and nobody wants to fill out another form. Akountify aims to thread that needle.
How Akountify helps: - Activity tracking without extra work: It syncs with your email and calendar, so you’re not nagging reps to log every call. - Simple dashboards: See who’s moving the needle—and who needs help—at a glance. - No-shame accountability: It’s about surfacing roadblocks and gaps, not finger-pointing.
What to ignore:
Don’t use this as an excuse to micromanage. If you’re looking up every rep’s activity hour-by-hour, you’ll kill morale. Focus on outcomes, not busywork.
Pro tip:
Use Akountify’s dashboards in your weekly pipeline reviews. Ask, “Where are deals really stuck?” instead of “Did you log your calls?”
5. Integrate—But Only Where It Matters
Most B2B teams are drowning in tools. Akountify plays nice with your existing stack, but you don’t need to connect every app under the sun.
How Akountify helps: - Plug-and-play integrations: Connect your CRM, marketing automation, and calendar in minutes. - APIs for custom workflows: For the rare case when you really need to get fancy.
What to ignore:
Don’t waste cycles trying to automate edge cases you barely care about. Get your main systems talking first—CRM, email, and marketing. The rest can wait.
Pro tip:
Do a quarterly audit: which integrations are actually helping? Kill the rest.
6. Iterate—Don’t Wait for Perfect
The biggest mistake teams make? Overengineering their GTM process, then never actually using it. Akountify is built to be flexible, so don’t try to “boil the ocean” on day one.
How Akountify helps: - Quick setup: You can get a pilot going with your real data in a few days, not weeks. - Easy tweaks: Update stages, owners, and scorecards as you learn what works (and what doesn’t).
What to ignore:
Don’t get sucked into six months of “requirements gathering.” Start simple, see what breaks, and fix it as you go. GTM is a moving target—your process should be too.
Pro tip:
Pick one GTM pain point to tackle each quarter. Maybe it’s hand-offs this month, then reporting next month. You’ll make faster progress (and people won’t revolt).
What Akountify Won’t Fix (And What You Still Have To Do)
To be blunt: no tool, including Akountify, is going to magically solve broken culture, bad product-market fit, or total lack of leadership. Here’s what Akountify helps with—and what’s still on you:
Akountify can help you: - See the real status of your key accounts - Make hand-offs and ownership actually stick - Get out of spreadsheet hell
Akountify won’t: - Replace honest conversations about why deals are stalling - Make people care about the process - Force your team to use the tool (adoption still takes work)
Pro tip:
If your team won’t use any tool, Akountify included, the tool isn’t the real problem.
Keep It Simple and Iterate
Here’s the bottom line: GTM motion is never “done.” If you’re growing, things will keep changing. The teams that win aren’t the ones with the fanciest dashboards—they’re the ones who keep it simple, fix what’s broken, and keep moving.
Start with the basics. Get your core data in one place, agree on what matters, and actually talk to each other. Tools like Akountify can help, but only if you use them to cut through noise—not just create new kinds of it.
Keep it simple. Iterate fast. Don’t overthink it. Your future self (and your pipeline) will thank you.