If you’re in B2B sales leadership or ops and tired of sales tools that promise the world but leave your team buried in clicks, this guide is for you. Maybe your tech stack’s a Frankenstein’s monster, or maybe you’re sick of Excel, but either way—choosing the right go-to-market (GTM) software is a big deal. There’s hype, there’s buzzwords, and then there’s what actually moves deals forward.
Here’s a step-by-step way to cut through the noise, figure out what your team really needs, and see how tools like Roinnovation stack up in real life.
1. Get Clear on What “GTM Software” Actually Means
Let’s call out the elephant: “GTM software” is a catch-all term. Some vendors use it for everything from CRMs to enablement platforms to intent data tools. Here’s what matters:
- Core Goal: Help sales and marketing find, engage, and close the right prospects—faster.
- Typical Features: Account targeting, content management, playbooks, analytics, integrations.
- What It’s Not: A magic solution for broken processes or bad leads.
Pro tip: Write down what you actually want to fix. “Our reps can’t find the right case study” is a real problem. “We want AI to make us 10x more efficient” is a pipe dream (for now).
2. Map Out Your Sales Process and Pain Points
Before you even look at software, sketch out how your sales team works today:
- Where do leads come from?
- How do reps access content or case studies?
- How is messaging kept consistent?
- What’s falling through the cracks?
Ask your salespeople. They’ll give you the unvarnished truth. It’s usually not “We need more dashboards.” It’s “I waste too much time hunting for the right deck.”
Don’t skip this step. If you don’t know what’s broken, you’ll just buy another tool to ignore.
3. Define Must-Haves vs. Nice-to-Haves
Every vendor demo will show you a dazzling feature set. Most of it, your team won’t use. Be ruthless. Make two lists:
Must-Haves: - Works with your CRM (Salesforce, HubSpot, whatever) - Easy for reps to actually use, not just admins - Fast content search and sharing - Analytics that show who interacted with what (not just vanity metrics)
Nice-to-Haves: - AI recommendations (if they actually work) - Fancy reporting - Integrations with tools you might use someday
If it’s not a must-have, don’t let a sales rep upsell you.
4. Shortlist Tools That Actually Fit Your Team
Now that you know what you need, make a shortlist. Here’s how to sort the wheat from the chaff:
- Ignore vendor “magic quadrants.” They’re often pay-to-play.
- Ask similar companies what they use. Real-world feedback is gold.
- Look for tools that don’t require a six-month rollout. If it takes longer than onboarding a new rep, it’s probably too complex.
Some of the usual suspects: Highspot, Seismic, Showpad. And then, there’s Roinnovation.
5. Deep Dive: What Roinnovation Does Well (and Where It Falls Short)
Let’s get into it. Roinnovation is pitched as a sales enablement platform focused on reference management and content delivery—especially for B2B teams with complex products or long sales cycles.
What Roinnovation Actually Delivers
Strengths:
- Reference Management: This is Roinnovation’s bread and butter. If your deals rely on customer references (case studies, happy clients willing to chat), it’s one of the few platforms that really nails tracking, matchmaking, and managing these assets.
- Content Organization: Keeps decks, one-pagers, and reference materials organized and searchable. No more 20-minute Slack threads asking, “Who has the latest case study?”
- Sales Portal: Gives reps a central hub for content and references, not just another folder in Google Drive.
- Integration: Plays well with Salesforce—no messy workarounds needed.
- Permission Controls: You can lock down sensitive references or content, so you don’t accidentally burn your best customer advocates.
Weaknesses:
- Interface: Solid, but not exactly slick. If your team is used to shiny consumer apps, there’s a learning curve.
- Analytics: Shows the basics—who viewed what, when—but don’t expect deep engagement insights or fancy dashboards. It’s not a BI tool.
- Not a Full Sales Content Platform: Roinnovation isn’t trying to be Highspot or Seismic. If you want deep training modules or pitch decks with built-in video coaching, look elsewhere.
- Implementation: Not as heavy as some enterprise tools, but you’ll need buy-in from marketing and sales ops to set it up right.
Who Should Consider Roinnovation?
- Teams who need reference management and are tired of tracking this stuff in spreadsheets or email chains.
- Companies with a complex product and reference-sensitive deals (think enterprise SaaS, healthcare, or fintech).
- Sales orgs that already have basic content enablement, but need a better way to leverage happy customers.
Who Shouldn’t?
- Small teams who just need a Dropbox folder.
- Companies looking for a one-stop shop for all sales content, training, and analytics.
- Orgs who won’t put in the effort to actually keep reference data up to date.
6. Test With Your Actual Sales Team
Don’t buy anything based on a slick demo. Get a real trial or pilot (Roinnovation offers this for most serious prospects).
- Pick 2-3 real deals. Have reps use the tool to find references or share content. Watch what works and what annoys them.
- Ask for honest feedback. Salespeople hate extra steps. If they say something’s clunky, it’s clunky.
- Measure what improves. Are deals moving faster? Are reps using references more? Or are they still defaulting to old habits?
If a tool can’t show real-world impact inside a month, it probably never will.
7. Don’t Get Sucked Into “All-in-One” Promises
Be skeptical of any tool that claims to do everything—content, analytics, training, intent data, coaching—perfectly. Jack-of-all-trades tools usually end up being mediocre at the stuff that matters to you.
Sometimes, the best stack is a couple of focused tools that play well together, not one monster platform that tries to solve world hunger.
8. Budget for Time, Not Just Money
The real cost of GTM software isn’t just the license fee:
- Implementation: Who’s going to set it up? Sales ops? Marketing? IT? Budget real hours, not just cash.
- Onboarding: Reps won’t use what they don’t understand. Make training mandatory, not optional.
- Maintenance: Someone has to keep your content and references fresh, or it all falls apart.
Often, a simpler tool that actually gets used beats a “feature-rich” one that gathers dust.
9. Keep It Simple, Iterate, and Don’t Overthink
You won’t get this perfect on the first try. That’s fine.
- Start small—roll out to one team, not the whole company.
- Get feedback, tweak, and expand.
- If a tool isn’t working after a real effort, cut your losses and move on.
The best GTM software is the one your team actually uses to win deals. Everything else is window dressing.
Bottom line: Figure out your real pain points, ignore the shiny features, and pick the tool your salespeople will actually use. Whether that’s Roinnovation or something else, keep it practical and stay honest with yourself about what matters. Don’t let the hype drive your buying decision—let your team’s real needs do it.