You’re on the hook to pick go-to-market (GTM) software for your B2B sales team. Maybe your inbox is full of demo invites, or your CRO wants “accountability and motivation tools.” Either way, you need something that actually moves the needle—not just another dashboard your team ignores.
This guide’s for anyone who’s tasked with sorting through a dozen lookalike sales tools and doesn’t want to waste time (or money) on the wrong choice. We’ll break down how to cut through vendor hype, what really matters, and how Hoopla stacks up against competitors like Ambition and LevelEleven.
Step 1: Figure Out What Your Team Actually Needs
Before you even look at features or pricing, nail down the job you’re hiring this software to do. GTM tools can mean anything from basic leaderboard apps to full-blown sales performance management suites. Here’s how to get clarity:
- Talk to your sales managers and reps. What slows them down? What do they wish they could see or automate?
- Get specific. Are you trying to increase activity, keep remote teams engaged, or just track goals in a more public way?
- List your “must-haves” and “nice-to-haves.” If it’s not mission-critical, don’t let it drive your choice.
- Watch out for:
- Buying something just because it’s flashy or “AI-powered.”
- Tools that only solve one small problem but add a bunch of admin work.
Pro Tip: If you can’t sum up why you need GTM software in one sentence, you probably aren’t ready to pick a tool yet.
Step 2: Set Your Budget (and Know the Hidden Costs)
Vendors love to talk about “ROI,” but the only number you control is what you actually pay. Pricing varies a lot in this space.
- Hoopla: Typically mid-market, per-user pricing, but you’ll need to talk to sales for a real number.
- Ambition: Also per-user, but can get pricey as you add more features or users.
- LevelEleven: Similar model, but some users report hidden costs for integrations or support.
Don’t forget: - Setup fees, integration charges, and the learning curve (how much time you’ll spend getting people up to speed). - Some vendors lock key features behind higher pricing tiers, so check what’s included. - Factor in the “cost” of another tool your reps barely use.
Pro Tip: Ask for a detailed quote with every fee spelled out. If a vendor dodges this, that’s a red flag.
Step 3: Compare the Core Features (Not the Fluff)
Here’s where most buyers get distracted. Every product claims to boost motivation, drive performance, and “transform culture.” Ignore the slogans. Instead, focus on what you can use on day one.
Core features to compare: - Leaderboards: Real-time rankings and performance stats. - Goal tracking: Set, track, and celebrate hitting targets. - Coaching tools: One-on-ones, feedback tracking, or automated nudges. - Integrations: Does it play nice with Salesforce, Slack, Teams, or other tools you already use? - Alerts & recognition: Can it automatically celebrate wins or milestones? - Reporting: Can you actually get useful, exportable data out of it?
How They Stack Up
| Feature | Hoopla | Ambition | LevelEleven | |-----------------------|--------------------------|--------------------|--------------------| | Leaderboards | Yes, TV + web-based | Yes | Yes | | Goal Tracking | Yes | Yes | Yes | | Coaching Tools | Limited | Strong | Moderate | | Integrations | Salesforce, Slack, more | Salesforce, Slack, MS Teams | Salesforce, Slack | | Alerts & Recognition | Automated, customizable | Automated, flexible| Automated, basic | | Reporting | Standard, exportable | Advanced analytics | Basic to moderate |
What matters:
- If you need advanced coaching (not just rah-rah leaderboards), Ambition stands out.
- For teams that just want to make sales more visible and fun, Hoopla’s TV and web leaderboards are hard to beat.
- LevelEleven is good if you’re deep in Salesforce, but less flexible elsewhere.
Ignore:
- “Gamification” features that feel like a chore or are just badges nobody cares about.
- Any mention of “AI insights” unless you see a real, practical example in the demo.
Step 4: See It in Action—Don’t Buy Off the Website
A good demo is worth ten product sheets. Here’s how to get the most out of it:
- Bring your own data. Ask if you can see the tool with your actual Salesforce instance (anonymized, if needed).
- Have reps and managers in the room. They’ll spot dealbreakers you might miss.
- Push for transparency. Ask: “Show me how a manager checks in on a lagging rep. How does the tool nudge them?”
- Watch for clunky UX. If it takes three clicks to do something simple, your team won’t use it.
- Ask about support. Who helps you if something breaks? Is there live, human support or just a help center?
Pro Tip: After the demo, ask your team, “Would you actually use this, or would it be another tab to ignore?” If you get a lot of “meh,” keep looking.
Step 5: Dig Into Real-World Reviews and References
Vendor case studies are always glowing. Look for honest feedback from real users:
- Check review sites: G2, Capterra, TrustRadius. Watch for patterns—do people complain about setup, bugs, or support?
- Ask for references: But don’t just talk to the vendor’s cheerleaders. Ask for a reference at a similar company size and setup.
- Scan social media: Sometimes the best feedback is an unfiltered LinkedIn comment.
What to watch for: - Slow or painful onboarding. - Integrations that don’t quite work as advertised. - “We used it for a year, then nobody logged in anymore”—that’s a real warning sign.
Step 6: Pilot, Don’t Boil the Ocean
Here’s where most companies mess up: they roll out new GTM software to the entire sales org, then realize it doesn’t fit. Start small.
- Pick a pilot group: a few managers, a handful of reps, maybe a single region or pod.
- Set clear goals: What will success look like in 30-60 days?
- Gather honest feedback: If it’s not working, be ruthless about moving on.
- Don’t let vendor “minimum license” requirements push you into overcommitting.
Honest Takes: What Actually Matters (and What Doesn’t)
- Buy-in beats bells and whistles. The best GTM tool is the one your team actually uses.
- Integration is everything. If it doesn’t work with your main CRM and communication tools, forget it.
- Don’t obsess over “culture.” No software will magically fix motivation or performance issues. It can help, but it’s not a silver bullet.
- Watch out for shelfware. If you roll out a tool and adoption drops off after launch, you’ve wasted your budget and your team’s goodwill.
The Bottom Line
Choosing the right GTM software is less about picking the flashiest tool and more about getting what fits your team’s workflow—and that they’ll actually use. Don’t let a sales rep rush you. Keep your requirements simple, focus on pain points, and test before you commit. If you get it wrong, don’t sweat it—just move on and try something else. Sales teams are busy; pick a tool that helps them sell, not one that just looks good in a board meeting.
Done right, you’ll spend less time chasing dashboards and more time watching your team hit their numbers. Keep it simple. Iterate as you go. And remember: if it feels like too much work just to keep things running, it probably is.