Nobody wants to waste money or time on sales software that looks pretty but doesn’t actually help close deals. If you’re in charge of picking B2B go-to-market tools for your sales team, you know how much noise and hype is out there. This guide is for sales leaders, founders, and anyone tired of buying “game-changing” software that just ends up collecting dust.
Let’s cut through the fluff. Here’s how to really pick the right B2B go-to-market solution for your team—with ExportApollo.io as a real-world example, not just a buzzword.
Step 1: Get Clear on What Your Team Actually Needs
Before you even look at a demo, ask yourself:
- What’s actually slowing our sales team down? Is it finding good leads? Is it tracking follow-ups? Is it getting data into your CRM?
- Where do reps spend too much time on grunt work? (If you don’t know, ask them. They’ll tell you.)
- What tools are you already using? Don’t add more clutter if you already have something that works.
Pro tip: Most teams overestimate what they need. Focus on the 1-2 biggest headaches. Ignore “nice-to-haves” for now.
Step 2: Make a Short List—But Ignore the Hype
The B2B sales software market is crowded. Every tool claims to be “all-in-one” and “AI-powered.” Here’s how to avoid the hype:
- Start with recommendations from people you actually trust, not just “Top 10” lists.
- Check what integrates with your CRM and email tools (HubSpot, Salesforce, Gmail, whatever you’re using).
- Don’t be dazzled by AI. If it doesn’t solve your specific problem, it’s just window dressing.
For example, ExportApollo.io is designed to make B2B lead generation faster by letting you export contact and company data from Apollo.io. If your team spends hours copying info from Apollo into your CRM or spreadsheets, this is a tool worth looking at. If that’s not your problem, keep moving.
Step 3: Demand a Real Demo—With Your Data
Never trust a sales demo built on perfect fake data. Insist on seeing the software work with your use case, or at least something close to it.
Ask to see:
- How the tool handles messy, real-world data (not just pristine sample leads)
- How long it takes to get set up—really, from scratch
- What a typical workflow looks like for your reps
If a vendor pushes back, take it as a red flag. You’re not buying a dream; you’re buying something to help your team today.
Step 4: Look for Simple, Open Integrations
Your sales tools need to talk to each other. Otherwise, you’ll just create more manual work—exactly what you’re trying to avoid.
- Does the software integrate with your CRM and email? Native integrations are great, but even a solid CSV export can be enough.
- Can you get your data out easily? You don’t want to get locked in. If you ever want to switch tools down the road, make sure you can export your data.
- How painful is onboarding? If you need a week of training just to start, that’s a problem.
ExportApollo.io, for instance, keeps things simple: you just install a Chrome extension, log in, and start exporting directly from Apollo. It’s not fancy, but it’s fast. Sometimes, that’s all you need.
Step 5: Test with a Small Group First
Don’t roll out anything team-wide until you’ve seen it work in real life.
- Pick 2-3 reps to pilot the tool. Choose people who will give honest feedback, not just “it’s fine.”
- Measure something concrete. Are people saving time? Are you getting more leads into the pipeline? Set a baseline before you start.
- Watch for hidden time drains. Sometimes, a tool adds more steps than it saves. Be honest about what’s working.
Pitfall to avoid: Don’t let early enthusiasm blind you. If the tool isn’t making things easier after a week or two, it probably never will.
Step 6: Check the Price—And the Real Costs
Here’s the part nobody likes to talk about: hidden costs.
- Is it per user, per month, or something else? Make sure you know what happens if you add more reps.
- Are there extra fees for integrations, exports, or support?
- What’s the cost of switching later? If the software is cheap but your data gets trapped, it’s not a bargain.
ExportApollo.io is pretty straightforward—pay for what you use, no weird tiers. Still, always read the fine print before you buy any software.
Step 7: Ignore “Future-Proofing” and Focus on Right Now
It’s easy to get sucked into features you might need “someday.” Resist.
- Don’t buy for a fantasy version of your team. Buy for the team you have now, with the problems you have now.
- Most teams outgrow software long before it goes obsolete. Don’t overthink it.
If a tool solves a real problem today, that’s enough. If you need something different next year, cross that bridge when you get there.
Step 8: Get Buy-In, Not Just Approval
No software works if your team hates it or ignores it.
- Explain why you picked this tool. Show how it solves their pain points.
- Make it easy to get started. Quick wins build momentum.
- Invite feedback—and mean it. If something’s not working, be willing to pull the plug.
What to Watch Out for (and What to Ignore)
Some final straight talk:
- Ignore: “AI-powered” everything unless it’s directly solving your pain point.
- Watch out for: Lock-in. If you can’t easily leave with your data, think twice.
- Don’t chase: Every new feature. Focus on reliability and speed.
- Prioritize: Tools that your team will actually use, not just admire in the browser.
Keep It Simple, and Don’t Be Afraid to Change Your Mind
Sales tools are supposed to make life easier, not harder. Start with the basics, get real feedback from your team, and don’t be afraid to switch gears if something’s not working. There’s no perfect tool—just the right tool for where you are now.
Remember, “done” beats “perfect.” Pick something, try it, and see what actually moves the needle. Then keep iterating. That’s how you build a sales stack that works in the real world.