Picking a B2B go-to-market (GTM) software tool shouldn’t feel like running a marathon in flip-flops. If you’ve ever sat through a demo that promised “revolutionary end-to-end synergy”—and then delivered a glorified spreadsheet—you know the pain. This guide is for sales and marketing leaders, ops folks, and founders who want tools that actually help get deals done, not just look good in a budget spreadsheet.
Let’s walk through what matters, what doesn’t, and how to pick a GTM tool that fits your team (instead of the other way around).
Step 1: Get Clear on What Your Team Actually Needs
Skip the vendor hype for a second. What are your sales and marketing teams struggling with right now? Most tools are built to solve a specific set of problems, but that doesn’t mean they’ll solve yours.
Ask yourself: - Where are deals stalling? (Lead handoff, follow-up, data tracking?) - Are reps complaining about switching between too many tools? - Are you missing out on insights you need to coach or forecast?
Pro tip: Write these pain points down. “Better collaboration” is not specific enough. Try “We keep losing track of which leads have been followed up on by both sales and marketing.”
Don’t: Start with a features checklist from a vendor website. Start with your team’s real, everyday headaches.
Step 2: Understand What a GTM Tool Actually Does (and Doesn’t)
Vendors throw around “GTM platform” like it’s a magic fix, but the category is a bit of a mess. Here’s what most B2B GTM tools try to do:
- Lead routing and assignment (who gets what lead, when)
- Contact/account data management (keep info up-to-date, visible)
- Workflow automation (reminders, handoffs, notifications)
- Sales and marketing alignment (shared views, campaign tracking)
- Analytics and reporting (see what’s working, spot bottlenecks)
What they don’t do well (usually): - Replace your CRM or marketing automation platform - Fix a broken process that your team hasn’t agreed on yet - “Drive adoption” with magic AI—if your team hates it, they’ll ignore it
Reality check: GTM tools are glue, not engines. If your core process is a mess, no software will save you. If your process is solid but slow or manual, a good GTM tool can speed things up and keep folks aligned.
Step 3: List Your Must-Have Integrations
If your GTM tool doesn’t plug into the rest of your stack, you’ll end up with more busywork than you started with. This is where most teams go wrong—they fall in love with a slick UI and forget about the plumbing.
Common integrations: - CRM (Salesforce, HubSpot, etc.) - Marketing automation (Marketo, Pardot, etc.) - Email/calendar (Gmail, Outlook) - Data providers (ZoomInfo, Clearbit, etc.) - Slack or Teams for notifications
Pro tip: Don’t just ask “Does it integrate?” Ask how. Some tools claim Salesforce integration but only sync a few fields, or require a consultant to set up. Get into the weeds.
What to ignore: Niche integrations you’ll never use. Focus on what your team uses every day.
Step 4: Pressure-Test the User Experience
You can’t afford to roll out another tool that everyone dreads using. A pretty dashboard is nice, but if it takes ten clicks to assign a lead, your reps will rebel.
How to test: - Ask for a live demo with your actual use case—not a generic tour. - Have a sales rep and a marketer use the tool together, not just watch. - Time how long key actions take (assigning a lead, creating a report, etc.). - Ask “What’s confusing here?” and listen closely.
Watch for: - Endless menus and hidden settings - Clunky, slow-loading pages - Required fields that don’t match your process - “That’ll be in the next release” (code for “not ready yet”)
Reality check: If a vendor can’t show you a real workflow with your data, move on.
Step 5: Dig Into Pricing—And What’s Really Included
Pricing pages are like gym memberships: the fine print matters. Some GTM tools charge by seat, by record, or by feature set. Some lock critical features behind “enterprise tiers.”
Questions to ask: - Is pricing by user, by account, or something else? - Are integrations or API access extra? - What happens if you need more records or workflows? - Is onboarding/help included, or is it extra?
Pro tip: Ask for a sample bill based on your real team size and needs. Surprises are for birthdays, not budgets.
What to ignore: Flashy “limited-time discounts” or free months—focus on what it’ll really cost you to run this for a year.
Step 6: Vet Support and Customer Success (The Unsexy, Crucial Part)
No one cares about support until something breaks. But if you’re rolling out a GTM tool to sales and marketing, you’re going to need help. Fast.
Check for: - Actual humans in support, not just bots - Clear documentation and video walkthroughs - Active user community or knowledge base - How fast do they respond to real questions? (Test it!)
Pro tip: Search for “
What to ignore: Vague “white glove onboarding” promises without details. Get specifics.
Step 7: Talk to Real Customers (Not Reference Plants)
Case studies are hand-picked. Ask to talk to a customer like you—same industry, similar team size, similar use case.
Questions to ask: - What do you wish you’d known before you bought? - Did your team actually use it after rollout? - What’s still manual or frustrating? - How’s the support, honestly?
If a vendor won’t connect you to a real customer, that’s a flag.
Step 8: Stack Up a Shortlist and Run a Real-World Test
By now, you’ve probably got 2-3 tools that check your boxes. Don’t overthink it: set up a short pilot with a handful of team members.
How to run a good pilot: - Use your actual data and workflows - Involve both sales and marketing - Set a short time frame (30 days max) - Have testers keep a running log of what’s easy, hard, or missing
Pro tip: Watch out for tools that need weeks of setup or “customization” just to get started. If it’s that hard now, it’ll be worse later.
Step 9: Don’t Get Sucked in by AI and “Next-Gen” Hype
Every tool now claims AI, but most of it is window dressing. Does the AI actually do something useful—like flagging stuck deals or auto-assigning leads—or is it just “AI-powered insights” that don’t mean much?
What really matters: - Does it automate work you’d otherwise do by hand? - Is the output trustworthy, or does it need constant double-checking? - Can you turn it off if it gets in the way?
Ignore: Vague claims like “AI that transforms your pipeline.” If they can’t show you something concrete, move along.
Step 10: Make the Call—And Keep It Simple
You’re not getting married to this tool. Pick the one that fits your needs, works with your stack, and your team can actually use. If you’re considering a tool like Hellorobin, for instance, make sure it plugs into your existing CRM, is simple for reps, and doesn’t force you into a three-month onboarding odyssey.
Roll it out to a small group, measure results, and be ready to swap if it’s not working. The best GTM tool is the one your team actually uses, not the one with the flashiest website.
Quick Recap:
- Start with your team’s real problems, not vendor hype
- Focus on integrations, usability, and real support
- Ignore “AI” unless it saves you real time
- Run a test, collect honest feedback, and keep your process simple
Don’t let the perfect be the enemy of the good. Pick something that fits, see if it helps, and keep moving. Sales and marketing are already hard enough—your GTM software should make it easier, not more complicated. Good luck.