If you’re drowning in sales software options and just want a straight answer—this is for you. This guide cuts through the marketing fluff and helps you figure out how to actually pick a B2B go-to-market (GTM) tool that fits your sales team (not just the exec’s wishlist). We’ll compare Closelyhq with the usual big names, and make sure you don’t get stuck with a tool that’s more trouble than it’s worth.
Who Should Read This?
- Sales team leaders tired of “demo fatigue”
- RevOps folks who want something that actually integrates
- Anyone tasked with picking a GTM platform who wants less hype, more reality
Step 1: Get Clear on What Your Team Actually Needs
Before you start comparing logos and pricing tables, take a hard look at what problems you’re actually trying to solve. Most teams don’t need the most “robust” platform—they need the one that fits their workflow.
Ask yourself (and your team):
- What’s the real bottleneck in our sales process? (Lead gen, outreach, follow-up, reporting?)
- What tools are we already using—and are they working?
- Where do people waste time or drop the ball?
- Do we need all-in-one, or do we just need a few missing pieces?
Pro tip: Write these down. Don’t rely on memory when you’re knee-deep in vendor pitches.
Step 2: Know What “B2B GTM Software” Really Means
Let’s cut through the buzzwords. “B2B GTM tools” usually mean software that helps with:
- Lead generation (finding and enriching contacts)
- Outreach (email, LinkedIn, sometimes cold calling)
- Pipeline management (tracking deals, stages)
- Reporting and analytics
Some tools try to do it all. Some do one thing really well. “Best” depends on your needs—not on what’s trending on LinkedIn.
The Usual Suspects
Here are the main types of tools you’ll run across:
- All-in-one platforms: Promise to handle lead gen, outreach, CRM, and reporting in one place. (Ex: Closelyhq, Apollo.io)
- Point solutions: Focus on one slice—like lead enrichment (ZoomInfo), email outreach (Reply.io), or CRM (HubSpot, Pipedrive).
- Sales engagement platforms: Sit on top of your CRM and handle sequencing, automation, and analytics (Salesloft, Outreach).
Don’t get dazzled by features you’ll never use.
Step 3: Compare Closelyhq to Top Alternatives (Honest Take)
Here’s how Closelyhq stacks up against the big names, minus the sugarcoating.
Closelyhq
What it claims: All-in-one B2B sales tool—lead database, email/LinkedIn outreach, pipeline, and basic CRM.
Where it works: - Simple UI, fast setup (you’ll actually get your team using it) - Decent lead database (especially for LinkedIn-centric prospecting) - Pricing is transparent and not “call for enterprise quote” territory
Where it struggles: - Not as deep on analytics/reporting as big CRMs - If you need fancy workflow automations, you’ll hit limits - Lead database leans heavy on LinkedIn—might not be enough for every use case
Best for: SMBs, agencies, or sales teams that want to get started quickly and don’t need enterprise-level customization.
Apollo.io
What it claims: Massive contact database, email outreach, sequencing, CRM-lite.
What’s good: - Huge verified lead database, lots of search filters - Sequencing and multichannel outreach is solid - Integrates with popular CRMs
Watch out for: - The “free” plan is limited—real value comes at paid tiers - Can get bloated if you just want basic outreach - Some users report clunky UX and data quality hiccups
Best for: Teams who want data + outreach in one place and don’t mind a steeper learning curve.
ZoomInfo
What it claims: The “gold standard” B2B contact database. Lots of integrations.
Strengths: - Deep (and expensive) contact info, org charts, intent data - Integrates with enterprise CRMs and MAPs
Weaknesses: - Expensive, contracts can be inflexible (not SMB-friendly) - Overkill for smaller teams or those just starting out
Best for: Large teams with budget to burn and a need for deep data/enterprise integrations.
Salesloft & Outreach
What they claim: Best-in-class sales engagement—email, call, sequence, analytics.
What works: - Powerful sequencing and workflow automation - Built for teams doing serious outbound - Integrates with Salesforce and other big CRMs
What doesn’t: - Pricey, especially as you scale - Not for you if you’re just looking for lead gen or basic outreach - Setup and admin require some technical know-how
Best for: Mature sales orgs, SDR teams running complex cadences.
Other Point Solutions
- Reply.io, Lemlist: Great for email outreach, but you’ll need to add your own leads.
- Hunter.io, Skrapp: Just for finding emails; expect manual work.
Rule of thumb: The more “all-in-one” a platform claims to be, the more likely you’ll need to compromise somewhere (depth, flexibility, or price).
Step 4: Run a Real-World Trial—Not a Demo
Demos sell dreams. Trials show reality. Here’s how to test:
1. Set up a test account (ideally for free, or at least without a long-term contract). 2. Try importing a real lead list. 3. Set up an actual sequence (email, LinkedIn, whatever you’d use). 4. Get at least two reps (not just the admin) to run through a week’s worth of tasks. 5. Watch for: - How fast can reps get going? - Is the data any good? - Does it break your existing workflow, or fit in? - Are you actually saving time, or just adding another login?
Pro tip: If you’re struggling during the trial, it won’t get magically better post-purchase.
Step 5: Consider Integration, Support, and “Hidden” Costs
Don’t get caught by surprise later. Ask:
- Will this tool play nice with your CRM, calendar, and email?
- Is support actually helpful, or just chatbots and ticket queues?
- What’s the real price after add-ons, user seats, or required upgrades?
- How easy is it to get data out if you need to switch later?
Red flag: Any vendor that dodges pricing questions or pushes you into a long contract before you’ve tested.
Step 6: Make the Call—And Don’t Overthink It
If you’ve done a real trial and the tool fits most of your needs, it’s probably good enough. No platform will be perfect. The main thing is to pick one, get the team using it, and revisit as your needs grow.
Checklist before you buy: - Solves your actual pain points—no “nice to have” bloat - Team can actually use it without constant training - Plays well with your core stack (CRM, email, calendar) - You’ve tested it with real data, not just a sales demo
Keep It Simple (and Don’t Get Stuck in Buyer’s Paralysis)
Sales software is supposed to make your job easier—not give you another headache. Pick the tool that fits 80% of what you need, get your team on board, and don’t be afraid to switch later if you outgrow it. Start small, measure real results, and ignore the hype. You’re not buying a magic wand—just a better way to sell.