If you’re in charge of a B2B sales team, you know “go-to-market” (GTM) software is everywhere. Every other week, someone pings you about a new platform that promises to automate, optimize, and “revolutionize” the way your team sells. The problem? Most of them are more hype than help, and picking the right one can feel like choosing a cereal in the world’s largest grocery aisle—blindfolded.
This guide is for sales leaders, ops folks, and anyone who’s tasked with actually getting deals across the line, not just talking about it. We’ll walk through how to cut through the noise, what really matters when picking B2B GTM software, and take a no-nonsense look at Face2Face, a platform that’s been making the rounds lately.
Step 1: Understand What GTM Software Actually Does (and Doesn’t)
Let’s get this out of the way: GTM software is just a tool. It won’t close deals for you, fix a broken sales process, or turn a mediocre sales rep into a rainmaker. What it can do is help you manage leads, track activities, automate repetitive junk, and (sometimes) give you insights to make better decisions.
What GTM software is good for:
- Keeping track of prospects: No more hunting through spreadsheets or sticky notes.
- Automating repetitive tasks: Scheduling, follow-ups, reporting—let the robots handle it.
- Pipeline visibility: See what’s coming and where deals get stuck.
- Team accountability: Who’s doing what? Who’s not?
What it’s not good for:
- Strategy: No tool will fix a bad ICP or poor product-market fit.
- Motivation: If your team isn’t hungry, software won’t change that.
- Miracles: If someone promises “10X pipeline” just by signing up, run.
Pro tip: Before buying anything, map out your current sales process. If it’s a mess, fix that first—no software will save you from chaos.
Step 2: List Your “Must-Haves” vs. “Nice-to-Haves”
It’s easy to get lost in a feature matrix that looks like a NASA checklist. Here’s how to keep it simple:
Must-haves (for most B2B teams)
- Easy CRM integration: If it doesn’t play nice with your Salesforce, HubSpot, or whatever you use, skip it.
- Lead and activity tracking: You want to know who’s been contacted, when, and what happened.
- Reporting that isn’t a nightmare: If it takes a PhD to run a pipeline report, move on.
- Security and compliance: Especially if you’re in a regulated industry.
Nice-to-haves (sometimes useful, often oversold)
- AI-powered insights: Sometimes useful, often just fancy dashboards.
- Gamification: Fun, but rarely moves the needle for seasoned salespeople.
- Built-in dialers, chatbots, etc.: Only if your team will actually use them.
Ignore: Anything that sounds like it was invented by a marketing intern (“synergistic cloud enablement”) or demo features that don’t exist in the product yet.
Step 3: Reality-Check the Claims
Every vendor says they’ll “supercharge productivity” and “unlock hidden revenue.” Here’s how to cut through the fluff:
- Ask for references from teams like yours—not just the biggest logo on their site.
- Demand a hands-on trial, not just a slick demo.
- Check user reviews on sites like G2 or Capterra. Look for complaints, not just five stars.
- Quiz the sales rep: “What’s the feature your customers complain about most?” If they dodge, that’s your answer.
Step 4: Deep Dive – Is Face2Face Worth Your Time?
Let’s talk about Face2Face. It’s gotten some buzz lately, especially among teams that do a lot of outbound, field, or relationship-based selling. Here’s what you need to know, minus the marketing spin.
What Face2Face Does Well
- In-person meeting management: This is their bread and butter. If your team does lunch meetings, trade shows, or site visits, it’s handy for scheduling, tracking, and logging those face-to-face touches.
- CRM sync: Plug Face2Face into Salesforce or HubSpot and it’ll keep meeting activities and notes up to date. No more copy-pasting or double entry.
- Contact and location intelligence: It can suggest which prospects to visit based on geography or priority, which actually saves time if you’re managing lots of accounts in the field.
- Mobile-first design: The app’s not clunky, and reps can use it on the go—important if your team isn’t glued to a desk.
Where Face2Face Falls Short
- Limited automation: If you’re looking for email sequencing, call automation, or robust task flows—it’s not built for that. Face2Face is more about the “personal touch,” less about mass outreach.
- Reporting depth: It covers the basics, but if you want deep analytics or custom dashboards, you might find it thin. You’ll need to supplement with your CRM or BI tool.
- Learning curve: While core features are straightforward, some of the prospecting tools take getting used to. Don’t expect reps to be experts after one lunch-and-learn.
Who Should Use Face2Face?
- Good fit: Teams where in-person meetings drive deals—think enterprise sales, medical devices, big-ticket B2B.
- Not for: Teams that do most of their prospecting and selling by phone, email, or LinkedIn. If your reps never leave their desk, you won’t get much value.
Other Stuff to Know
- Integrations: Plays well with major CRMs, but if you use a niche stack, check compatibility first.
- Pricing: Not the cheapest, but not astronomical. You’re paying for a focused tool, not an everything-but-the-kitchen-sink platform.
- Support: Responsive, but don’t expect 24/7 white-glove service unless you’re a big customer.
Step 5: Put It To the Test—For Real
Don’t roll out anything company-wide without a dry run. Here’s how to do it without tanking productivity:
- Run a pilot with one or two teams for 30 days. Be ruthless—what do they actually use? What do they ignore?
- Get honest feedback from reps, not just managers. If it’s clunky, they’ll tell you—if you ask.
- Measure something concrete: Time saved on admin? More meetings booked? If you can’t see a difference, don’t buy it.
Pro tip: Tell the vendor you’ll only expand after a successful pilot. If they balk, that’s a red flag.
Step 6: Don’t Overthink It—And Don’t Get Married to One Tool
Every tool feels shiny at first. But your sales process—and your team—will change. Don’t lock yourself into a three-year contract or bet the farm on one platform.
- Stick to annual terms if you can.
- Document what works in your pilot and keep your process simple.
- Review every year. There’s always something better (or at least cheaper) coming out.
Summary: Keep it Simple, Iterate, and Stay Skeptical
Choosing GTM software shouldn’t suck up weeks of your life. Map your process, figure out what you actually need, and test-drive before you buy. Tools like Face2Face can be great for the right team, but no software will fix a messy process or a disengaged team. Start simple, iterate fast, and don’t believe the hype—trust what works for your people.
Now, get back to selling.