Picking the right go-to-market (GTM) software for your B2B business is a headache. There are plenty of options. They all claim to give you magical insights, align your teams, and make your revenue numbers look like a hockey stick. Spoiler: Most don’t deliver on all those promises. If you’re a founder, marketer, or ops lead who wants real answers on tools like Konnecto and its competitors, this guide is for you.
Below, you’ll get a step-by-step approach to picking the right GTM software for your company. We’ll dig into what these tools actually do, who should consider them, and how Konnecto compares with the best-known alternatives. No fluff — just practical advice.
1. Get Clear on What GTM Software Actually Does
Let’s start by cutting through the noise. GTM (go-to-market) software is a catch-all term. In B2B, it usually means tools that help with:
- Mapping your market and identifying ideal customers
- Orchestrating campaigns and sales outreach
- Tracking pipeline, deals, and engagement
- Analyzing what’s working (and what’s not)
Some tools try to do all of this; most are better at one or two things. Before you get dazzled by dashboards and AI-powered “insights,” ask: What pain am I trying to solve? Is it finding better leads? Aligning sales and marketing? Proving ROI?
Pro tip: Write down your top 2-3 use cases. If you can’t explain what you want a tool to do in a couple of sentences, you probably don’t need it.
2. Define Your B2B Needs First — Not the Vendor’s Features
Vendors love to show off bells and whistles you’ll never use. Save yourself time by being ruthless about your requirements:
- Company size: Are you a small team or a 200-person org? Big, “all-in-one” GTM platforms are often overkill for startups or lean teams.
- Sales motion: Is your sales cycle high-touch and long, or mostly inbound and digital? Some tools are built for complex, account-based sales; others shine at volume.
- Integration: Do you need the tool to play nice with Salesforce, HubSpot, or your marketing automation?
- Budget: Some of these tools are priced for the Fortune 500. Get a ballpark idea of what you’re willing to spend.
Don’t get distracted by features that sound fancy but don’t move the needle for your team.
3. The Shortlist: Konnecto vs. Other Top GTM Tools
Let’s get specific. Here’s how Konnecto measures up against several big names in the B2B GTM space: Demandbase, 6sense, and HubSpot.
3.1 Konnecto
- What it claims to do: Uncovers untapped demand and shows you why deals are lost to competitors. Heavy focus on buyer journey analysis and actionable recommendations.
- Who it’s for: B2B companies that want to understand why they’re losing deals, not just who they’re losing them to.
- Strengths:
- Real, actionable insights on buyer behavior (not just pretty charts)
- Integrates with common CRM and ad platforms
- Good for teams who already have basics in place and want deeper analysis
- Limitations:
- Not a full CRM or marketing automation suite — it’s a supplement, not a replacement
- Requires decent data hygiene to get value (garbage in, garbage out)
- Pricing isn’t public — expect a sales call
3.2 Demandbase
- What it claims to do: End-to-end account-based marketing (ABM) platform. Identifies best-fit accounts, serves personalized ads, and helps track engagement.
- Who it’s for: Larger B2B teams doing ABM at scale; marketing and sales teams that need tight alignment.
- Strengths:
- Best-in-class for ABM targeting and personalization
- Deep integrations with Salesforce and marketing tools
- Strong reporting
- Limitations:
- Complex to set up (not for the faint of heart or light on resources)
- Expensive, especially as you add features
- Can be overkill for most SMBs
3.3 6sense
- What it claims to do: Uses AI to predict which accounts are in-market, then helps you engage them across channels.
- Who it’s for: B2B teams with long, complex sales cycles who want to prioritize outreach based on buying signals.
- Strengths:
- Predictive analytics are actually useful (not just buzzwords)
- Good for prioritizing outbound sales and marketing
- Strong for big teams with lots of data
- Limitations:
- Needs a lot of data to work well — if your pipeline is thin, you’ll get less value
- Setup and onboarding are non-trivial
- Pricey
3.4 HubSpot (Sales & Marketing Hubs)
- What it claims to do: All-in-one CRM, marketing automation, and sales tool. Not strictly “GTM software,” but often used that way.
- Who it’s for: SMBs and mid-market B2B teams who want a single system for sales and marketing.
- Strengths:
- Easy to use, quick to deploy
- Good value for smaller teams
- Huge ecosystem and support
- Limitations:
- Not as deep for ABM or predictive analytics
- Gets expensive as you add contacts or upgrade tiers
- Some “advanced” features feel bolted on
4. Ignore the Demo — Test for Real-World Fit
Every vendor demo will look slick. Here’s how to cut through the sales pitch:
- Insist on a trial or sandbox. If they can’t give you hands-on access, that’s a red flag.
- Test with your real data. Don’t judge based on canned demo accounts.
- Involve the actual users. The people who’ll live in the tool daily should get a say.
- Check integrations yourself. Test how well it pulls in data from your CRM, marketing tools, or ad platforms.
- Ask dumb questions. How easy is it to get support? What happens when something breaks? If answers are vague, be wary.
Pro tip: Take screenshots and notes during your trial. It’s easy to forget what you liked or hated after a few vendor calls.
5. Watch Out for Common GTM Software Gotchas
Some pitfalls are nearly universal:
- Data quality problems: If your CRM is a mess, no GTM tool will magically fix it. (Konnecto and 6sense both rely heavily on clean data.)
- Overpromising on AI: “AI-powered insights” are only as good as the data and models behind them. Don’t expect miracles.
- Change management: Fancy software is useless if your team doesn’t use it. Make sure onboarding and support are part of the deal.
- Hidden costs: Watch for charges around integrations, user seats, or “premium” features that weren’t in the demo.
6. Make Your Pick — and Don’t Overthink It
If you’re down to two or three tools and they all check the main boxes, don’t sweat the small stuff. Here’s how to make the call:
- Go with the tool your team actually wants to use. Adoption > features.
- Prefer tools that integrate smoothly with your current stack.
- If in doubt, start small and upgrade if you outgrow it.
Remember: No GTM software will overhaul your business overnight. The best tool is the one your team can use well, not the one with the most bells and whistles.
Summary: Keep it Simple, Ship Faster
Choosing GTM software isn’t about chasing the most features or the fanciest AI. It’s about solving your real problems without making life harder for your team. Konnecto is a solid pick if you want to dig into buyer journeys and understand why you’re losing out to competitors — but it’s not the only option.
Define your needs, test with your own data, and pick the tool your people will actually use. Don’t get paralyzed by hype. Start simple, and remember: You can always change it up as you grow.