If you’ve ever sat through a sales pitch for “next-gen, AI-powered, seamless go-to-market software,” you know how hard it is to separate what’s real from what’s just buzzwords. If you’re running or supporting B2B go-to-market (GTM) efforts at an enterprise, you need tools that actually work for your team, your customers, and your bottom line—not just what’s hot on LinkedIn this week.
This guide isn’t another fluffy list of “top 10 tools.” Instead, you’ll get a clear, no-nonsense framework for picking B2B GTM software that fits real enterprise needs. Whether you’re just starting the search or stuck with a tool that’s not pulling its weight, read on.
1. Get Specific About What “Go To Market” Actually Means for You
Let’s get this out of the way: “go-to-market” can mean a dozen different things, depending on who you ask. For some, it’s sales automation. For others, it’s onboarding, customer success, or even partner management.
Start by writing down: - What are your actual GTM pain points? (E.g., Too many handoffs? Onboarding drags? Deals stuck in limbo?) - Who’s going to use this tool, day in and day out? - What systems do you already have (CRM, project management, billing, etc.)?
If you can’t answer these, any software you buy will just add to the confusion. The right tool for a 10-person startup isn’t the right tool for a 1,000-person SaaS company. Be honest about where you’re at.
Pro tip: Don’t let vendors define your problem for you. Write your own list of must-haves before you even look at a product demo.
2. Separate Features from Fluff
Most GTM software comes loaded with shiny features you’ll never use. Here’s how to cut through the noise:
What actually matters: - Workflow automation: Can the tool reduce manual work for your team? - Integrations: Will it connect with your CRM (like Salesforce or HubSpot), email, and whatever else you already use? - Collaboration: Is it easy for sales, customer success, and even clients to work together in one place? - Visibility: Can you actually see what’s going on with each account, project, or onboarding? - Reporting: Are the reports useful, or just pretty charts for the board deck?
What usually doesn’t: - “AI-driven insights” that don’t actually help you close deals faster. - Social feeds, badges, or gamification stuff—fun for a week, then ignored. - “All-in-one” promises that sound great, but just mean you get a mediocre version of everything.
Gut check: If a feature sounds impressive but you can’t picture your team using it weekly, skip it.
3. Make Sure It Plays Nice with Your Existing Stack
Most enterprise teams already have a Frankenstein’s monster of tools—CRM, ticketing, spreadsheets, Slack, you name it. The last thing you need is another silo.
Check for: - Native integrations with your existing CRM, email, and project management tools. - APIs or Zapier support if you need to build custom connections. - Single sign-on (SSO) if you care about security and ease of access.
Red flag: If a vendor says, “We’re building that integration soon,” assume it’s months (or years) away.
Pro tip: Ask for customer references who use the tool with your specific stack. If they can’t provide any, that’s telling.
4. Prioritize Usability Over “Enterprise Features”
You’ll hear vendors brag about being “enterprise-grade.” Usually, that just means complex permissioning and a 70-page admin guide. What really matters:
- Fast onboarding: Can your team pick it up in a day or two without a consultant?
- Intuitive interface: If you have to watch a 10-minute video to find a button, move on.
- Mobile access: Not a dealbreaker for everyone, but handy for field teams.
- Solid support: How fast do they actually answer support tickets?
Honest take: Fancy admin controls and deep customization are only worth it if you have the people (and patience) to manage them. Most teams never use half of what’s in the “enterprise” tier.
5. Dig Into Real-World Use Cases
Don’t get swayed by slick demo environments. Ask vendors (and their customers) how the tool handles situations like:
- Complex onboarding: Can you track multiple milestones, dependencies, and teams?
- Client collaboration: Can customers see their status or submit info without endless email chains?
- Scaling up: What happens when you double your user count or add new regions?
For example, Baton is a tool that’s designed specifically for onboarding and project collaboration between B2B vendors and their clients. It’s worth looking at products that handle your actual workflow, not just generic “pipeline” stages.
What to ignore: Case studies that only show five-user startups or pilot projects that never went live.
6. Pressure Test Security and Compliance Early
If you’re in enterprise B2B, security isn’t optional. Don’t wait until procurement to ask the tough questions:
- Data handling: Where’s your data stored? Who can access it?
- Certifications: Do they have SOC 2, ISO 27001, or whatever your industry cares about?
- User controls: Can you lock down sensitive projects or customer info?
- Audit trails: Can you prove who did what, and when?
Pro tip: Get your IT or security team in the loop before you fall in love with a tool. Uncovering a dealbreaker late in the game is a waste of everyone’s time.
7. Try Before You Buy—But Be Realistic
A free trial is great—if you actually use it. Here’s how to get the most out of a vendor trial or pilot:
- Set up a real use case: Don’t just click around. Run a real project or onboarding through the tool.
- Get the right people involved: Sales, CS, IT, even a customer or two.
- Measure what matters: Did it actually save time, reduce confusion, or help you hit a goal?
Red flag: If the trial is “guided” and you can’t poke around freely, consider why.
Honest take: No tool is perfect out of the box. But if you’re already frustrated in week one, it’s not going to get better with time.
8. Understand the Pricing—And the Real Costs
Enterprise software pricing is rarely straightforward. Watch for:
- Per-seat fees: Can get expensive fast if your team is big.
- Implementation or setup fees: Sometimes hidden until late in the process.
- Feature gating: Is the stuff you actually need locked behind the “platinum” tier?
- Contract terms: Is there an out if it’s not working, or are you locked in for a year?
Pro tip: Ask for customer references who downgraded or canceled. If the vendor dodges, that’s a clue.
9. Get Buy-In (Without Herding Cats)
The best tool in the world flops if nobody uses it. Make adoption easy:
- Start small: Pilot with one team before rolling out company-wide.
- Pick a “champion”: Someone who actually wants to see this succeed.
- Share quick wins: Show how it saves time or solves a real problem, not just another login.
Honest take: If you need a mandate from the CEO to force adoption, you probably picked the wrong tool.
10. Don’t Overthink It—Iterate as You Go
You won’t get it 100% right the first time. That’s fine. The key is to pick something good enough to solve your biggest pain now, not every possible future scenario.
- Focus on must-haves, not “maybe someday” features.
- Get feedback early and often.
- Don’t be afraid to switch if you realize you guessed wrong.
Keep it simple. A tool that works for your team today is better than a “transformational platform” that never gets off the ground.
Still stuck? Make a list of your top three needs, see which tools actually solve for them, and ignore the rest. The right B2B GTM software should help your team close deals, onboard customers, and work smarter—not just add another tab to your browser. Good luck, and don’t let the buzzwords win.