If you’re running a B2B sales team, you’ve probably been pitched a dozen “game-changing” GTM (go-to-market) tools this month alone. Most of them promise to 10x your pipeline, automate your outreach, and make coffee while they’re at it. Truth is, most of these tools are either overkill or just not a fit for your team’s real-world workflow.
This guide is for sales leaders, ops folks, and founders who want a straight answer: How do you actually pick GTM software that helps your team close more deals—without the usual headaches? We'll break down what matters, compare Getcabal to the top alternatives, and help you avoid the traps.
1. Figure Out What You Actually Need
Don’t start with a demo. Start with your team.
Ask yourself: - What’s actually slowing down your sales process? - Where are deals getting stuck? - Are you missing data, contacts, or just time? - What tools do you already use—and which ones do your reps actually use?
Pro tip:
Talk to your frontline reps. They’ll tell you what’s a pain, and what they’ll ignore no matter how much you pay for it.
Common GTM Needs (and What to Ignore)
What usually matters: - Contact data: Can you find the right people, fast? - Account mapping: Who knows who at your target accounts? - Workflow integration: Does it work with your CRM, email, and Slack? - Reporting: Are you tracking what matters, or just generating noise?
What to skip: - Endless bells and whistles (“AI-powered intent signals” that don’t actually signal intent) - Complex scoring models nobody trusts - Anything that takes weeks to set up
2. Getcabal: Where It Fits (and Where It Doesn’t)
Getcabal is making waves as a “warm intro” and account mapping platform. It focuses on helping your team tap into existing networks—investors, advisors, teammates—to get in the door faster at target accounts.
What Getcabal Does Well
- Network mapping: Visualizes who can intro you to key people at target companies
- Intro requests: Streamlines asking for warm intros from your extended network
- CRM integration: Syncs with Salesforce, HubSpot, and a few others
- Simplicity: Fairly easy to set up; doesn’t try to be everything
If your deals stall because you can’t get the right intro, Getcabal’s a strong contender.
Where Getcabal Falls Flat
- Not a full sales engagement platform: No dialer, sequencing, or heavy-duty automation
- Limited data enrichment: Won’t replace your ZoomInfo or Clearbit account
- Relies on your existing network: If your network is thin, Getcabal won’t magically generate contacts
Bottom line:
If your team gets value from warm intros and already has a decent network, Getcabal is worth a look. If you need a full-blown sales engagement suite, look elsewhere.
3. Top Alternatives: The Real Choices
Here’s how Getcabal stacks up against other leading GTM tools. We’ll focus on what actually matters—not marketing fluff.
a. LinkedIn Sales Navigator
Strengths: - Best for direct prospecting and researching org charts - Huge data set, always up to date - Integrates with most CRMs
Weaknesses: - No real intro workflow - Can be overwhelming for new reps - Pricey at scale
Who should pick this:
Teams that live on LinkedIn and do a lot of cold outbound.
b. Reveal (Reveal.co)
Strengths: - Partnership/account mapping—see overlap between your customers and partners - Great for teams doing co-selling or channel sales - Free for basic use
Weaknesses: - Only useful if your partners are on it too - Not great for solo prospecting or direct outreach
Who should pick this:
Companies with a strong partner ecosystem.
c. Crossbeam
Strengths: - Similar to Reveal, but more robust reporting and data sharing - Good for managing multiple partner relationships
Weaknesses: - Can be overkill for smaller teams - Learning curve is real
Who should pick this:
Sales orgs with complex partnerships and lots of overlapping accounts.
d. Apollo.io
Strengths: - Big contact and company database - Email automation, sequencing, basic dialer - Good for teams doing volume outbound
Weaknesses: - Data can be hit or miss (quality varies by industry) - Not focused on warm introductions
Who should pick this:
Teams that care more about quantity (lots of cold outreach) than warm intros.
Quick Comparison Table
| Feature | Getcabal | Sales Navigator | Reveal | Crossbeam | Apollo.io | |----------------------|----------|-----------------|--------|-----------|-------------| | Warm intro workflow | ✅ | ❌ | ❌ | ❌ | ❌ | | Account mapping | ✅ | ✅ (manual) | ✅ | ✅ | ❌ | | Contact database | ❌ | ✅ | ❌ | ❌ | ✅ | | Cold outreach tools | ❌ | ❌ | ❌ | ❌ | ✅ | | CRM integration | ✅ | ✅ | ✅ | ✅ | ✅ | | Best for... | Warm intros | Researching & prospecting | Co-selling | Partnerships | High-volume outbound |
4. Don’t Get Distracted by “AI” and Fancy Features
Every tool claims to use AI, machine learning, or some other buzzword. Most of the time, this means “we have some filters and maybe a chatbot.” Don’t buy a tool because it checks more futuristic boxes. Buy it because it solves your actual problem.
Red flags to watch for: - Overly vague claims (“unlocks hidden intent signals”) - Demos that don’t show real data from your industry - Promises of “one platform to rule them all” (never works)
5. Try Before You Buy—And Get Real Feedback
Don’t trust glossy case studies. Get a free trial or a real-life sandbox. Better yet, test the tool with your hardest-to-reach target account.
Checklist: - Does the tool save your reps time after 1 week? - Can you see the ROI with just a few accounts? - Do your reps want to use it (or are they dreading it)? - How painful is the setup, really?
Pro tip:
If your team needs a 3-hour onboarding session, the tool is probably too complex.
6. Integration (The Boring Part That Matters)
Your GTM software should play nicely with the tools you already use. If it doesn’t sync with your CRM, email, and calendar, you’ll end up wasting time or, worse, with duplicate data.
Key integrations to check: - Salesforce, HubSpot, or your CRM of choice - Gmail/Outlook - Slack or Teams (if your team lives there)
Avoid:
Anything that requires manual CSV uploads every week. That gets old—fast.
7. Pricing: Don’t Get Nickel-and-Dimed
Pricing for GTM tools is all over the place. Some charge per user, some per account, some for “premium features” you don’t need.
Tips: - Get clear, upfront pricing—no “contact sales for a quote.” - Ask about minimum contract length and seat requirements. - Watch for add-ons (data enrichment, custom integrations, support tiers).
Reality check:
If you’re a smaller team, most tools will negotiate on price. Don’t be afraid to ask.
8. How to Make the Call
Here’s a simple, no-nonsense process:
- List your top 1-2 problems (not features).
- Shortlist 2-3 tools that actually solve those problems.
- Trial them with your reps—not just the ops team.
- Pick the one that saves the most time or wins you the most meetings, fast.
- Ignore the rest. You can always reevaluate in 6 months.
Wrapping Up
Don’t overcomplicate it. The “perfect” GTM stack doesn’t exist, and no tool will make up for a bad process. Focus on what helps your team actually move deals forward. Start small, get feedback from real users, and don’t buy into hype.
Iterate, keep it simple, and remember: the best tool is the one your team will actually use.