If you're in B2B sales or marketing, you know the drill: too many "game-changing" GTM platforms, not enough time to figure out which ones actually help. This guide is for folks who want a clear process to cut through the hype and pick a go-to-market (GTM) tool that actually fits. We'll break down what to look for, what to skip, and then take a close look at Kuration to show how one tool stacks up in the real world.
Step 1: Get Clear on Your Actual GTM Needs
Before you look at software, get brutally honest about your workflow. GTM tools promise the moon, but most teams need just a few things done well.
- Who’s using this? Sales, marketing, ops, or all three? If everyone’s involved, you’ll need something simple enough for the least technical person.
- What’s your actual pain point? Is it lead sourcing, account targeting, campaign management, or reporting? Don’t buy a tool just because it does everything—pick the one that solves your biggest headache.
- What’s your sales cycle like? Fast-paced and transactional, or slow and complex? Some tools are overkill for SMBs but perfect for enterprise deals.
Pro tip: Write down the one or two things you absolutely need this tool to fix. If a vendor can't nail those, move on.
Step 2: Ignore the Feature Laundry List
Vendors love to show off massive grids of features. Most people end up using 10% of them. Focus on core use cases:
- Data quality: Does it pull in accurate, up-to-date info? Bad data is worse than no data.
- Ease of use: Can someone on your team pick it up without a week of training? If not, adoption will tank.
- Integration: Will it play nice with your CRM and existing tools? Anything that creates manual work will get ignored.
- Speed: Does it actually save time, or just shift tasks around?
Skip the bells and whistles. Unless you’re running a huge team with custom needs, you don’t need half the “AI-powered” features out there.
Step 3: Demand a Real Demo—Not a Deck
A good demo should show your data and your workflow, not just canned slides. Here’s what to push for:
- Use a real account or a sample that looks like your pipeline.
- Ask the rep to walk through a common task—say, building a target account list or syncing leads.
- Watch for clunky steps or confusing menus. If the rep fumbles, your team will too.
- Don’t be afraid to say, “Show me how this actually saves me time.”
If you get hand-wavy answers or a parade of buzzwords, that’s a red flag.
Step 4: Talk to Actual Users (Not Just Reference Customers)
Case studies are marketing fluff. Go find a current user who isn’t handpicked by the vendor. LinkedIn, communities, or even a cold email can work.
Ask: - What’s the biggest thing this tool helped you fix? - What’s a daily annoyance? - How long did it actually take to get up and running? - What’s one thing you wish you’d known before buying?
You’ll get a much clearer picture than any webinar or whitepaper.
Step 5: Think Hard About Pricing and Lock-In
Most GTM tools are SaaS—recurring fees, per-seat pricing, annual contracts. Don’t just look at the sticker price.
- Hidden costs: Are there onboarding fees, API surcharges, or “premium” features locked behind another tier?
- Contract terms: Are you stuck for a year if it turns out to be the wrong fit?
- Data ownership: Can you get your data out easily if you switch?
Don’t let a slick sales process corner you into something you can’t escape.
Deep Dive: How Does Kuration Stack Up?
Alright, let’s get specific. Kuration bills itself as a B2B GTM platform that curates target accounts and contacts—think account lists, lead enrichment, and prioritization in one spot.
What Works
- Solid data curation: Kuration’s core is about surfacing relevant accounts and contacts, not just dumping a huge list on you. The filters are actually useful, and it doesn’t take hours to get a focused list.
- Sane interface: No labyrinth of menus. Most actions are a click or two away. If you’ve ever been buried in Salesforce fields, this feels like a breath of fresh air.
- Integrations that matter: It plugs into common CRMs (Salesforce, HubSpot) without a PhD in systems integration. Syncing leads is straightforward.
- Prioritization you can tweak: The scoring models aren’t a black box. You can adjust what matters (industry, company size, intent signals) and see the logic.
What Doesn’t
- Limited analytics: Kuration’s reporting is decent, but don’t expect deep attribution or fancy dashboards. If you need complex multi-touch reporting, look elsewhere.
- Team features are basic: Role management and collaboration are there, but not super granular. Bigger teams might find it a bit lightweight.
- No magic AI: Kuration’s “AI” is mostly smart filtering and sorting—not true predictive analytics. That’s fine for most, but don’t expect it to fill your pipeline for you.
What to Ignore
- “Next-gen AI” claims: Almost every GTM tool throws this around. In Kuration’s case, it means smart search and filtering. That’s actually useful, but don’t buy it for the buzzwords.
- Overpromised integrations: Stick to the main ones—CRM sync, email export. If you want custom workflows, ask for a live demo first.
Who Should Consider Kuration?
- Small to midsize B2B teams that need better target lists and don’t want to spend all day cleaning spreadsheets.
- Teams who value speed and clarity over endless customization.
- Folks who want to get up and running fast, without a six-month rollout.
If you’re a massive enterprise with a Frankenstein tech stack, you’ll probably outgrow it. For most growth-stage B2B teams, it does what it says on the tin.
Step 6: Run a Real-World Pilot
Once you’ve narrowed it down (whether it’s Kuration or something else), don’t just sign the contract. Set up a pilot with a small team:
- Use your actual data and workflows.
- Set a clear “success” criteria—e.g., “Can we identify 20% more qualified accounts in less time?”
- Get feedback from the people who’ll use it daily.
- If the vendor can’t support a real trial, be wary.
This is where the rubber meets the road. If it doesn’t make life easier in the pilot, it won’t magically get better later.
Step 7: Keep It Simple and Iterate
Don’t get paralyzed by FOMO or the latest “must-have” feature. Pick the GTM tool that solves your biggest pain point, works with your existing stack, and your team will actually use. You can always upgrade later.
Most importantly, remember: No software will fix a broken process. Get clear on your goals, test in the real world, and keep things as simple as possible. The right GTM tool is the one your team doesn’t hate—and actually uses every week. That’s the real win.