If your B2B go-to-market (GTM) team is drowning in messy data, half-baked integrations, and constant firefighting between sales ops, marketing, and customer success, you’re not alone. Most GTM software promises to make your life easier—but only if your data is perfect and your tech stack is simple. For everyone else (read: real companies), picking GTM software is more about finding what won’t blow up when things get complicated.
This guide is for folks who actually have to live with the software: ops pros, sales and marketing leaders, and the people who end up duct-taping all the “integrations” together. We’ll break down how to choose the right B2B GTM software for complex data setups, and take an honest look at what Syncari gets right (and wrong).
1. Get Clear on Your Data Reality
Before you even look at a demo, get brutally honest about your data. Most teams think they just need “better integration,” but the real issues are usually:
- Multiple sources of truth: CRM, marketing automation, product data, billing, usage data… none of it matches.
- Broken or brittle integrations: Zapier chains, custom scripts, or manual imports that have “just worked” until now.
- Dirty, incomplete, or duplicated records: Sales and marketing can’t agree on what’s real.
- Constant schema changes: Someone updates a field, everything else breaks.
Pro tip: Write down your top 3 data headaches before you go shopping. If a vendor can’t speak directly to those, run.
2. Decide What “GTM Software” Means for You
“GTM software” is a slippery term. It could mean:
- A revenue operations platform
- A customer data platform (CDP)
- A data automation tool
- A sales and marketing integration suite
Vendors love to blur these lines. You need a tool that does what you actually need, not what’s trendy.
Questions to ask yourself: - What core workflows need fixing? (Lead routing? Account unification? Usage alerts?) - Who owns the data? Who maintains integrations? - Do you need analytics, orchestration, or just clean pipes?
If you want a “single pane of glass,” fine—but be ready for tradeoffs. Sometimes a few purpose-built tools work better than one jack-of-all-trades.
3. Make a Shortlist: What to Look For (and What to Ignore)
Here’s what actually matters for complex B2B data needs:
Must-Haves
- True bi-directional sync: Not just pushing data one way, but updating across systems without creating duplicates or chaos.
- No-code/low-code customization: Your ops team shouldn’t need to file Jira tickets for every field change.
- Data quality tools built-in: Deduplication, normalization, and field mapping should be core, not “coming soon.”
- Clear, transparent integration coverage: Real connectors for the tools you use, not just “API ready.”
- Auditability: You need to see what changed, where, and why. Otherwise, debugging is hell.
Nice-to-Haves (but not dealbreakers)
- Pre-built GTM workflows (lead-to-account matching, etc.)
- Usage-based pricing
- Fancy dashboards (don’t get distracted here)
Ignore the Hype
- “AI-powered” everything: Most of it’s just rules with a fancier name.
- “360-degree customer view”: No tool can magically align your departments.
- “Out-of-the-box everything”: You’ll always need to tweak for your business.
4. Deep Dive: What Syncari Actually Does (and Doesn’t)
Let’s look at Syncari through a skeptical lens. Syncari is pitched as a data automation and unification platform, aimed at “fixing” messy GTM stacks by syncing, cleaning, and orchestrating customer data across your core systems.
What Syncari Gets Right
- Real data synchronization: Syncari’s claim to fame is true bi-directional sync—Salesforce, HubSpot, Zendesk, Marketo, and more can stay in sync. No more “which system is right?”
- Drag-and-drop data flows: Non-developers can build and change data pipelines. You don’t need to code just to add a new field or logic branch.
- Data quality baked in: Deduplication, normalization, and enrichment are part of the process—not afterthoughts.
- Change tracking: You can audit who (or what) changed a record and roll it back if needed.
- Schema management: If you change your CRM fields, Syncari’s schema tools help keep everything aligned.
Where Syncari Falls Short
- Connector coverage: The big names are there, but if you’re using a niche tool, you might be out of luck. Custom connectors are possible, but not plug-and-play easy.
- Learning curve: The UI is friendlier than most, but mastering data flows takes time—especially if your processes are complex.
- Cost: Syncari isn’t cheap. If you’re a small team or your data isn’t that messy, it’s probably overkill.
- Not a silver bullet: Syncari helps unify and clean data, but it can’t force your team to agree on process or definitions. People problems stay people problems.
Syncari in the Real World
Who actually wins with Syncari? Mid-sized to large B2B companies with several core systems (think: Salesforce, HubSpot, Zendesk, plus a warehouse or two), and a dedicated ops team that’s tired of being duct tape. If you want to automate lead-to-account matching, keep product usage data in sync with CRM, and finally see a clean customer record—this is Syncari’s wheelhouse.
But if you have only two or three data sources, or you’re mostly worried about one-way syncs, Syncari is probably more than you need.
5. How to Actually Evaluate GTM Software (Without Regretting It Later)
Let’s skip the RFP theater and get to what matters. Here’s a step-by-step approach:
1. Start with a Real Use Case
Pick one or two real, ugly processes you want to fix. Not the idealized future state—the messy current reality.
- Example: “When a new product usage event happens, update Salesforce and trigger a customer email—without breaking anything.”
2. Pressure-Test with a Trial or Proof of Concept
Don’t settle for a canned demo. Get hands-on, with your data.
- Can the tool handle your edge cases?
- What breaks when you change something?
- How much help do you need from the vendor?
3. Get Ops and End Users Involved Early
Whoever’s on the hook for data quality and firefighting should try the tool, not just the buyer. If it’s too complex, they’ll go back to spreadsheets.
4. Check Pricing Gotchas
- Are you paying per record, per sync, per connector, or per user?
- Is there a “gotcha” if you add systems later?
- Are support and onboarding included, or upsold?
5. Ask for References—But Dig for Real Stories
Ask for customers who switched from the tool, not just happy users. What didn’t work? What broke at scale? What did they wish they’d known up front?
6. Red Flags: When to Walk Away
- Black box logic: If you can’t see (or control) how data moves, debugging will be a nightmare.
- One-way integrations only: That’s fine for point solutions, but useless for true data unification.
- No rollback or versioning: Mistakes happen. If you can’t undo them, you’re in trouble.
- “It’ll be ready next quarter”: If your must-have feature is always just out of reach, move on.
7. Keep It Simple, Iterate, and Don’t Believe the Hype
Nobody fixes complex data overnight—especially not with one tool. Start small, pick a real problem, and see if your shortlist can actually solve it. Don’t let vendors wow you with dashboards and buzzwords. If you can’t explain to your team how and why data will move, it’s too complicated.
The best GTM stack is the one your team can actually use (and fix) when something breaks. Get clear on your needs, test with real data, and don’t be afraid to walk away. It’s just software—make it work for you, not the other way around.