So you’re hunting for B2B go-to-market (GTM) software to help your sales team actually hit their numbers. Maybe you’ve heard of Leadsquared, or maybe you’re wading through a sea of “all-in-one” sales platforms and wondering if any of them really deliver. This guide is for sales leaders, ops folks, and anyone else who has to make the call on which tool to buy (and then live with).
Let’s skip the buzzwords and get to what actually matters when picking software that’s supposed to make your team better at selling.
1. Get Clear on Your Actual Sales Process
Before you even look at software, map out how your sales team really works — not how the vendor’s demo says you should.
Ask yourself: - Do you mostly do outbound, inbound, or a mix? - How do leads move through your funnel? - What does your follow-up process look like, really? - Where does stuff get dropped on the floor?
Why it matters:
Every B2B GTM tool claims to “fit any sales process.” In reality, you’ll be fighting the tool (and your team) if you pick something that assumes you work like a SaaS unicorn when you’re actually managing a field sales crew.
Pro tip:
Sketch your process out on a whiteboard. Take a picture. Refer to it when you’re demoing products — does the tool match your reality, or does it force you into a weird workflow?
2. Make a Short List (and Don’t Trust the Hype)
It’s easy to get overwhelmed. Every vendor promises “AI-powered pipeline acceleration.” Here’s what to do instead:
- Search for “B2B sales software” and ignore the first page of paid ads.
- Ask other sales leaders in your network what they actually use (and what they hate).
- Look up real reviews on G2, Capterra, or Reddit — not just star ratings, but the gripes and “dealbreakers.”
Shortlist example:
- Leadsquared
- HubSpot Sales Hub
- Salesforce Sales Cloud
- Pipedrive
- Freshsales
Ignore:
- Products that say they “do everything” but can’t show you a real customer in your industry.
- Tools that haven’t been updated in years.
- Platforms that promise “seamless” integration but require months of developer time.
3. Focus on Must-Have Features (Not Shiny Extras)
Here’s where most people get distracted. Vendors love to show off dashboards, AI, or “gamification.” Focus on what will actually move the needle for your team.
For most B2B sales teams, these features matter: - Lead capture & management: Can you easily get leads in and assign them? - Pipeline & deal tracking: Can reps see what’s hot and what’s stalled? - Automation: Can you automate reminders, follow-ups, and tasks — without needing an admin? - Reporting: Can you get at real numbers (not just vanity metrics) with a few clicks? - Integrations: Does it play well with your email, calendar, and whatever else you use? - Mobile usability: If your reps are on the go, is the app actually usable on a phone?
Nice-to-haves (but rarely game-changers): - Built-in dialers (unless you’re a heavy call shop) - Fancy AI scoring (if your team doesn’t actually follow up on leads, this won’t help) - Customizable dashboards (most people don’t use them after setup)
Red flag:
If a feature sounds cool but you can’t see exactly how it’ll help your team close more deals, it’s probably fluff.
4. Demo the Short List — With Your Data, Not Theirs
Demos are where reality meets marketing. Insist on seeing your process, with your data (or as close as you can get).
During a demo, pay attention to: - How many clicks does it take to move a lead to the next stage? - How easy is it for a new rep to pick up? - Does it actually connect to your CRM, email, or other core tools? - What happens when something goes wrong — is there real support?
Don’t: - Let a slick salesperson drive the whole show. Ask to “drive” the software yourself. - Get distracted by roadmap promises. What’s live now is what matters. - Ignore how long setup and onboarding actually takes.
Pro tip:
Bring along someone from your sales team who’s skeptical or not tech-savvy. If they can use it, anyone can.
5. Get Real About Pricing and Contracts
Here’s where a lot of buyers get burned. The sticker price is rarely the full story.
Watch for: - Minimum seat counts (“Our plan starts at 10 users, even if you only need 5.”) - Hidden fees for integrations, API access, or “premium” reports. - Long contracts with auto-renewals — and tricky cancellation policies.
Questions to ask: - What does it really cost, all-in, for your team size? - Is there a free trial or month-to-month option? - What happens if you need to scale up — or down?
Honest take:
Leadsquared and most competitors will cut you a deal if you ask, especially near quarter-end. Don’t be shy.
6. Check the Integration and Migration Pain Level
Switching tools is never painless, but some are worse than others.
Ask the vendor: - How do you get your old data in (and out)? - Is there a dedicated onboarding team — or are you on your own? - What integrations are plug-and-play versus “coming soon”?
Ignore: - “Seamless” migration claims that sound too easy. - Promises that “our API can do anything” — unless you have developers on staff.
Pro tip:
If you rely on a quirky homegrown tool or a specific integration, demand a real answer (and a reference customer) before you buy.
7. Support and Community: Who’s Got Your Back?
Things will break. People will get confused. How easy is it to get help?
Check for: - Actual human support — not just a chatbot. - User forums or active communities for peer advice. - Clear, honest documentation (not just marketing fluff).
Don’t:
Count on “white glove” onboarding unless it’s in writing. Most vendors’ support is fine for common issues, but slow for anything complex.
8. The Leadsquared Angle: Where It Shines and Where It Doesn’t
Here’s where Leadsquared typically stands out (and where it doesn’t):
Where Leadsquared works well: - Teams that want a mix of marketing automation and sales tools in one place. - Organizations that do a lot of lead assignment, nurturing, and follow-up tasks. - Sales teams in industries like education, healthcare, and financial services — their vertical-focused features are actually useful.
Where it can fall short: - If you want super-deep customization or have a very unique sales process, it’s not as flexible as Salesforce. - Reporting is good, but not mind-blowing — power users may find it limiting. - If you’re a small team (say, under 5 reps), some features might be overkill.
Bottom line:
If your sales team tracks a mix of inbound and outbound leads, needs automation, and wants onboarding help, Leadsquared is strong. If you’re a startup with a weird sales motion or want to tinker with everything, you might get frustrated.
9. Buy-In: Will Your Team Actually Use It?
No software works if your team ignores it. This is where most projects fail.
How to check: - Involve a few real users in the final demo and decision. - Give them a sandbox account to play in — see what annoys them. - Ask what would make them actually switch from their spreadsheets or old CRM.
Ignore:
Any vendor who says “adoption is never a problem.” It always is, at least at first.
10. Make the Call — and Don’t Sweat Perfection
You’re never going to find the perfect GTM tool. The best software is the one your team will actually use — and that you can tweak as you learn.
So, keep it simple: - Pick the tool that matches your real process and budget. - Get buy-in from your team early. - Commit to using it for 6-12 months, then revisit if needed.
The best sales teams don’t wait for perfect tech — they pick something solid and get back to selling. Don’t let a software search turn into a months-long science project. Iterate, keep it honest, and keep moving.