If you’re in B2B sales, you know the drill: too many tools, not enough time, and everyone’s promising to “transform your pipeline.” Most of it is noise. This guide is for sales leaders and ops folks who want to cut through the fluff and actually fix the mess—by picking GTM (go-to-market) software that makes your process easier, not harder. We’ll talk about what matters, what doesn’t, and where Usemotion fits in.
Let’s get into it.
Step 1: Get Real About What Your Sales Team Actually Needs
First off, ignore the “AI-powered” and “end-to-end” claims. Start with your own pain points:
- Where do deals get stuck? Is it lead handoff, follow-ups, pipeline visibility, or something else?
- What are your reps actually using now? (And what are they secretly ignoring?)
- What’s taking up too much time? Manual data entry? Chasing people for updates? Reporting?
Pro tip: Ask your team, not just your managers. The best software solves the daily headaches, not just the ones that look good on a dashboard.
What to ignore: Features you “might grow into” in five years. Focus on what helps today’s team.
Step 2: Pick the Right Kind of GTM Software
“GTM software” is a grab bag—there’s a lot out there, from CRMs to sales enablement platforms to scheduling tools. Here’s how to break it down:
- CRMs (like Salesforce, HubSpot): Good for tracking contacts, deals, and reporting. Bad at actual workflow.
- Sales engagement tools (Outreach, Salesloft): Best for emailing and calling at scale. Clunky for anything outside outreach.
- Scheduling and workflow (Usemotion, Calendly): Designed to kill the back-and-forth and automate low-value tasks.
- Point solutions (proposals, contract management): Useful if you’ve nailed the basics.
You want something that fits your team’s size and sales cycle—not just what’s cool at SaaS conferences.
Step 3: Make a Shortlist—But Be Brutal
Don’t get stuck in “feature roulette.” Pick 2–3 products max to trial, based on:
- Integration: Does it actually connect to your CRM, calendar, email, and Slack? Or will you spend weeks on setup?
- Ease of use: If your reps need training videos, move on.
- Automation: Does it automate the stuff people hate (scheduling, reminders, status updates)?
- Transparency: Can managers see the pipeline without nagging the team?
- Mobile-friendliness: For field teams, this is non-negotiable.
What to skip: Anything that promises to “replace your CRM” or “revolutionize sales.” You want something that fits in, not burns everything down.
Step 4: Try Before You Buy (and Test for Real-World Annoyances)
Demos are nice, but you need to see how these tools work with your deals, your process, and your actual team.
- Run a two-week pilot. Pick one real deal, run it through the tool, and see what breaks.
- Get feedback from reps. If they hate it, they won’t use it. Period.
- Check reporting. Can you get the numbers you need, fast? Or is it just pretty graphs with no substance?
- Watch for “shadow work.” If your team is still updating spreadsheets on the side, the software failed.
Heads up: Most tools look amazing in a vacuum, but break down once you throw real data and busy people at them.
Step 5: Where Usemotion Fits (and Where It Doesn’t)
Usemotion promises to streamline scheduling and sales workflows by automating tasks that normally eat up your reps’ day. Here’s where it shines—and where it might fall short.
What Works
- Scheduling automation: Usemotion takes the headache out of finding meeting times, especially across time zones and busy calendars.
- Task management: It can auto-prioritize your sales to-dos, which helps reps focus on deals that actually move.
- Integration: Syncs with Google/Outlook calendars and popular CRMs, so you’re not toggling between tabs all day.
- Less admin work: The main win is less time spent on manual follow-ups and “who’s doing what” confusion.
What Doesn’t
- Not a full CRM: If you need deep deal tracking or custom fields, this isn’t your one-stop-shop.
- May not suit complex sales orgs: If your process has lots of handoffs, custom approvals, or compliance needs, you’ll still need your CRM or a more robust workflow tool.
- Automation can get in the way: Some users find the auto-scheduling a bit prescriptive—worth testing with your team’s actual workflow.
When to use it: If you want to automate the boring parts of sales—scheduling, reminders, and daily task lists—without ripping out your whole stack.
When to skip: If your pain point is deep pipeline reporting, or if you’re in a heavily regulated industry that needs custom everything.
Step 6: Don’t Overthink “AI” and Buzzwords
Every GTM tool claims to be “AI-powered” now. Most of the time, this just means basic automation or simple suggestions. Don’t buy a tool for its AI—buy it because it saves you time.
- Look for clear wins: Does it actually reduce manual work?
- Ignore vague promises: “Insights” and “intelligence” don’t mean much if you’re still chasing reps for updates.
- Ask for proof: Get the vendor to show your data, not canned demos.
Step 7: Roll It Out (Keep It Simple)
Once you’ve picked a tool, don’t make it a “big bang” rollout. Start small:
- Pilot with one team or region.
- Document what works—and what doesn’t.
- Get quick wins: Automate one annoying task. Celebrate it.
- Iterate: Add features only if people ask for them.
Pro tip: If nobody’s using the new tool after a month, it’s not a fit. Cut your losses and move on.
Final Thoughts: Keep It Simple, Iterate, Move On
The best GTM software isn’t the one with the longest feature list—it’s the one your team actually uses. Don’t get distracted by flashy demos or AI hype. Start with the biggest pain point, solve it, and only then look for extra features. Usemotion is great for killing the busywork in B2B sales, but it’s not a magic bullet. And that’s fine.
Pick something, test it for real, and if it works, double down. If not, swap it out. No software is forever, and the goal is to make your process smoother, not more complicated.
Now, go fix that bottleneck. Your team will thank you.