There's no shortage of sales and marketing software promising to “transform” your pipeline. But if you’re in the trenches—running a B2B team that actually needs to deliver—you know most of these tools are more sizzle than steak. This guide is for sales and marketing leaders who want to cut through the noise and pick a go-to-market (GTM) platform that actually works for real teams, not just in vendor demos.
Step 1: Get Clear on What “GTM Software” Means for You
“GTM” (go-to-market) software is a vague term. It can mean everything from lead gen to sales enablement to revenue analytics. Before you even look at vendors, nail down what you actually need.
Ask yourself: - Are you looking for lead sourcing? Pipeline management? Email automation? Analytics? All of the above? - What’s broken or slowing your team down right now? - Where do sales and marketing hand off leads (and where does it break)?
Pro tip: Ignore buzzwords. If a platform can’t explain what it does for your team in plain language, walk away.
Step 2: Map Your Core Requirements (Not Just a Wish List)
Every tool looks great in a slide deck. But most teams only use a handful of features day-to-day. Focus on the non-negotiables.
Make two lists: - Must-haves: Absolute necessities (e.g., Salesforce integration, multi-channel outreach, easy reporting). - Nice-to-haves: Useful but not deal-breakers (e.g., AI copywriting, LinkedIn enrichment, SMS campaigns).
Don’t get distracted by: - “AI-powered” everything. Most of it’s just basic automation with a fancier label. - Add-ons you’ll never use—if you didn’t need it last quarter, you probably don’t need it now.
Step 3: Get Stakeholders in the Room—Early
It’s tempting to have one person pick the tool, but you’ll regret it when marketing and sales want to kill each other over missing features or data gaps.
Bring in: - Sales reps (the people who’ll actually use it) - Marketers (folks running campaigns, building lists) - Sales ops/rev ops (the ones who’ll keep the thing running) - Your CRM person (so you don’t break your data)
Tip: If nobody from sales or marketing wants to join the demo, it’s probably not the right tool.
Step 4: Focus on Integration, Not Just Features
A tool that doesn’t talk to your CRM, email, or calendar is just another headache. Integration is what makes or breaks adoption.
Questions to ask: - Does it connect natively to your CRM (Salesforce, HubSpot, etc.)? Or is it a duct-taped Zapier workflow? - Can you sync contacts, activities, and notes two ways? - Will it break your existing reporting? - Does it play nice with your email provider, calendar, and marketing automation stack?
Watch out for:
Platforms that promise “easy integration” but require weeks of manual setup. If you need a consultant to get basic data flowing, it’s not worth it.
Step 5: Insist on Real-World Usability
Lots of vendors show beautiful dashboards. But what does daily life actually look like?
Test for: - Speed. Is it fast, or do you spend half the day waiting for pages to load? - Mobile support. Can reps update notes after a meeting, or is it desktop-only? - Onboarding. How long before a new hire can actually use it without a manual? - Support. Do you get a real human when you need help, or just a bot?
Ask for a trial with your real data, not a sandbox with fake leads.
Step 6: Dig Into Pricing—And Hidden Costs
Price tags are often just the opening bid. Look for the true cost:
- Are there seat minimums?
- Is there a big jump in price if you add integrations or more contacts?
- Are onboarding, support, or training extra?
- What happens if you want to leave—can you export your data, or are you locked in?
Pro tip: If the pricing page is vague, expect surprises later.
Step 7: Ask for References—But Not Just the Happy Ones
Vendors will always introduce you to their happiest customers. Go beyond the “logo wall.”
What to ask: - “Can you put me in touch with a customer who switched away from your tool? Or one who’s been using it for 2+ years?” - “How did your implementation go—what broke? What would you do differently?” - “What’s the one thing you wish you’d known before signing?”
Red flag: If a vendor can’t give you a single “imperfect” reference, they’re hiding something.
Step 8: Watch for Overlap With What You Already Have
It’s easy to end up with a Frankenstack—three tools that all sort of do the same thing. Before you buy:
- Audit your current tools (CRM, marketing automation, outreach, analytics).
- Ask if the new platform replaces anything, or just adds more to the pile.
- Will your team actually switch, or just keep using what they know?
Sometimes, all you need is a better process—not another subscription.
Step 9: Consider Scalability and Future Needs—But Don’t Overbuy
It’s smart to plan for growth, but don’t get upsold on enterprise features you won’t use for years.
- Does the tool let you start small and add more seats or features later?
- Are the workflows flexible, or do you need a developer every time you want to tweak something?
- If you double your team size, will the tool keep up—or will you hit a wall (or a huge price hike)?
Step 10: Don’t Be Swayed by the Shiny New Thing
Every year there’s a “hot new” GTM tool that everyone’s talking about. Sometimes it’s genuinely useful. Other times, it’s just another interface on top of your CRM, or a feature you could buy separately for less.
Gut check: - Is the vendor stable, growing, and actually supporting customers? - Are there real companies (your size and industry) using it—and sticking with it? - Is there a thriving user community, or just marketing hype?
If you’re curious about new entrants, check out Superwave. Just make sure you’re not the guinea pig unless you’re okay with a few bumps.
Wrapping Up
Choosing a B2B GTM platform isn’t about ticking off the most features or chasing the latest trends. It’s about solving your team’s real problems, making work easier (not harder), and being able to adapt as you grow. Keep things simple, focus on what you actually need, and don’t be afraid to change course if something’s not working. Most of all, remember: no tool will fix a broken process. Start there, then let the software do its job.