If you’re in B2B sales, you know there are way too many “game-changing” tools out there promising to fix your workflow. Most just pile on more dashboards and notifications. This guide is for people who want to pick a go-to-market (GTM) platform that actually saves time and helps close deals—not just add to the noise.
Here’s how to cut through the hype and pick a B2B GTM tool that won’t make your team hate Mondays.
1. Get Clear on the Problem You’re Trying to Solve
Before you get dazzled by feature lists, nail down what’s actually slowing you down.
Ask yourself and your team: - Where do deals get stuck? (Is it lead scoring, hand-offs, follow-ups?) - What’s manual that should be automated? - What’s already working fine? Don’t fix what isn’t broken.
Pro tip: If your sales reps say “I spend too much time updating CRM fields,” you don’t need another reporting tool—you need something that automates data entry or integrates better with your CRM.
Red flag: If the main complaint is, “We have too many tools,” adding another one isn’t going to help. Simplify first.
2. Make a Short List of Must-Haves (and Nice-to-Haves)
Don’t let a sales demo drive your priorities. Write down what you actually need. This keeps you honest when the shiny features start popping up.
Must-haves might include:
- Seamless CRM integration (Salesforce, HubSpot, etc.)
- Automated lead routing
- Real-time notifications (but not endless alerts)
- Clear pipeline visibility
Nice-to-haves:
- Built-in email sequencing
- Advanced reporting
- AI suggestions (if they really work, not just buzzwords)
- Slack or Teams integration
Ignore: Tools that try to do everything for everyone. You’ll end up using 10% of the features and paying for 100%.
3. Audit Your Current Stack
Take 20 minutes and map out what you’re already using. This sounds basic, but it’s amazing how many companies pay for overlapping tools that nobody actually uses.
- List your CRM, marketing automation, calling tools, and anything else in the sales process.
- Note where data gets lost or duplicated.
- Ask your team what gets used daily vs. what collects dust.
Honest take: Most “GTM platforms” are just CRMs with extra steps. If you already have a CRM that’s 80% right, look for a plugin or add-on—not a whole new platform.
4. Demo Realistically—Not Just With the Sales Rep
A smooth sales demo is worthless if it doesn’t reflect your actual workflow.
- Ask for a free trial or sandbox account.
- Set up a real test: Have your team run a typical deal cycle inside the tool.
- Watch for weird friction—extra clicks, confusing menus, or laggy interfaces.
- See how easy it is to undo mistakes. (You’ll make them.)
Pro tip: Bring in one sales rep who hates new tech. If they can get through two hours without swearing, that’s a good sign.
What to ignore: Demos that only show canned data or “custom workflows” you can’t set up yourself.
5. Judge Integrations by What Works, Not What’s Promised
Every GTM tool claims “seamless integration” with all your favorite platforms. Reality? Half the time, you’re stuck exporting CSVs.
- Ask for live integration demos with your actual stack.
- Read the fine print: Is it read-only, or can it push and pull data?
- Check for up-to-date documentation. Old, broken docs mean pain ahead.
- Ask other customers (not just the ones in the case studies) how well integrations hold up.
Watch out for: “Integrates with everything” is code for “doesn’t work well with anything in particular.”
6. Don’t Get Suckered by Hype Features
AI, predictive analytics, intent signals—these sound cool, but most sales teams barely use them. Focus on features that shave hours off real work, not just ones that look good in a press release.
- Automation should save time, not create busywork.
- Forecasting is only helpful if it’s accurate and your team trusts it.
- “AI-powered insights” is mostly marketing speak unless you can see exactly how it works.
Gut check: If you can’t explain to a new hire why a feature matters in one sentence, you probably don’t need it.
7. Put Pricing Under a Microscope
Pricing pages are designed to confuse you. Watch for: - Per-seat fees that add up fast as your team grows - Charges for “premium” support or integrations you actually need - Sneaky onboarding or implementation fees
Always: Get a full quote for your actual team size and workflow—not just the sticker price.
Pro tip: Ask for a month-to-month plan to test things out before committing. Good vendors won’t pressure you into annual contracts before you’re ready.
8. Check for Real Support—Not Just a Chatbot
You will need help. The best tools have responsive, human support—ideally with a dedicated person you can email or call.
- Find out the average support response time.
- Ask if support is included or extra.
- Search for real user reviews (not just the ones on the vendor’s website).
Red flag: If all you get is a knowledge base and a chatbot, expect to waste hours searching for answers.
9. Prioritize Ease of Use and Onboarding
The best GTM platform is the one your team actually uses. Complicated rollouts kill momentum.
- Look for simple onboarding—think hours or days, not weeks.
- Check for clear documentation and video walkthroughs.
- Make sure data migration (from your old tool or CRM) isn’t a nightmare.
Honest take: If you need to hire a consultant just to get started, it’s too complex for most teams.
10. Get References and Real-World Feedback
Don’t just trust the website testimonials.
- Ask the vendor for references from similar-sized companies.
- Find users on LinkedIn or industry forums and ask for their honest take.
- Look for patterns: If everyone complains about the same issue, believe them.
A Quick Word on Solidinbox
If you want a platform that keeps things simple and focuses on actual sales productivity, Solidinbox is worth a look. It doesn’t try to be everything to everyone—just helps your team move deals forward without a ton of noise. Try it alongside your current stack and see if it actually makes your day easier.
Keep It Simple—And Don’t Be Afraid to Change
Most B2B sales teams get stuck because they chase the “next big thing” instead of fixing what’s right in front of them. Start with your real problems, test your tools in the wild, and don’t be afraid to switch if it isn’t working.
Remember: The best GTM software is the one you barely notice—because your workflow just…works. Pick something that gets out of your way, and you’ll close more deals with less hassle. That’s the whole point.