Whether you lead a sales team, run ops, or you’re just the unlucky soul in charge of picking the next big “sales tool,” you know one thing: there are way too many B2B go-to-market (GTM) software options out there. Every vendor claims to be the magic bullet for sales efficiency. Most aren’t. This guide is for anyone tired of sales tool shopping, but still wants to make a smart choice without getting burned.
Let’s break down how to actually compare these tools—minus the buzzwords.
1. Get Clear on What “Efficiency” Means (For Your Team)
Before you even look at software, figure out what problem you’re actually trying to solve.
- Are reps drowning in admin work? Maybe you need better automation.
- Is lead data a mess? Look at cleaning up your CRM or enrichment tools.
- Does onboarding new reps take too long? Find something that’s simple to set up and use.
- Is pipeline visibility shaky? Reporting and forecasting features matter.
Pro tip:
Ask your sales team what actually slows them down. Ignore what vendors say “should” be your problem—listen to the folks doing the work.
2. Map Out Your Sales Stack (and the Gaps)
List out the tools you already use—CRM, email outreach, call recording, scheduling, whatever. Draw a rough diagram if you have to.
- What’s working? Don’t fix what isn’t broken.
- Where do things fall through the cracks? That’s where a new tool might help.
- Are there overlaps? Buying three tools that all do the same thing isn’t efficiency.
Watch out for:
Vendors who promise to “replace your entire stack.” Nine times out of ten, you’ll end up paying for a bloated tool and still using your old favorites on the side.
3. Build a Realistic Shortlist
There’s no shortage of “top 10” lists, but don’t just google and pick the first ad you see. A good shortlist saves time and headaches.
How to build it: - Skip the hype: Ignore any tool that leads with buzzwords (“AI-powered synergy,” anyone?) instead of showing what it actually does. - Ask peers: Real feedback from other sales teams is gold. LinkedIn groups and Slack communities can be surprisingly honest. - Check integrations: If a tool won’t play nice with your CRM or email, cross it off the list.
Examples of tools people actually use:
- Salesforce, HubSpot (the usual CRM suspects)
- Outreach, Salesloft (outbound/engagement)
- Apollo, ZoomInfo (data/enrichment)
- Emelia (multi-channel automation, especially if you care about smart outreach without burning your domain)
4. Demo Like a Skeptic
Demos are sales pitches. Don’t let a flashy walkthrough fool you. Here’s how to cut through the fluff:
- Bring your own use cases: Ask the rep to show exactly how the tool would handle a real workflow from your team.
- Time to value: How long until your team’s actually using it? A month-long onboarding is a red flag if you need results fast.
- Look for hidden costs: Is there a “setup fee?” Are features you need locked behind pricier tiers?
- Permissioning and roles: Can you actually control who sees what? This matters more than most vendors admit.
Pro tip:
Have a rep from your sales and ops team on the call. Reps will spot clunky UIs. Ops will catch data headaches.
5. Run a Hands-On Trial (Not Just a Sandbox)
If a vendor won’t give you a real trial, walk away. Here’s how to make a trial count:
- Set clear goals: E.g., “Can a rep send 100 personalized emails in under an hour?” “Does it sync data to Salesforce without duplicates?”
- Use real data: Fake leads aren’t going to reveal weird edge cases.
- Track rep feedback: If the team hates it after three days, listen to them. Don’t force adoption.
- Measure actual results: Did a process get faster? Are there fewer errors? If you can’t measure it, the tool probably isn’t worth it.
What to ignore:
Don’t get distracted by “cool” features you’ll never use. If a tool’s main selling point is something you didn’t ask for, skip it.
6. Compare Pricing—But Don’t Fall for “Per Seat” Traps
B2B software pricing is a minefield. Here’s what to watch for:
- Per user vs. usage-based: Sometimes a low per-seat price sounds good, until you realize you’ll need to buy extra seats for part-timers, managers, or even IT. Usage-based models (emails sent, contacts stored, etc.) can also get pricey fast.
- Hidden add-ons: “Premium support,” “custom reporting,” and “API access” often cost extra. Ask for the total price for your whole team, with the features you know you’ll use.
- Contract terms: Can you start monthly, or are they pushing you to sign a year+ contract up front? Monthly is safer if you’re not sure.
Pro tip:
Ask for a discount. Most vendors have wiggle room, especially at quarter-end.
7. Pressure-Test Support & Security
It’s not just about features. If something breaks, how fast will they fix it? And is your data safe?
- Support: Try emailing or calling their support line during your trial. How fast do they respond? Are they helpful or just quoting docs?
- Data security/compliance: If you’re in a regulated industry, you have to check this. If not, at least make sure they encrypt data and provide audit logs.
- Downtime/uptime: Ask if they have a status page. Google their downtime history—if people complain a lot, pay attention.
8. Final Scorecard: Make a Call (and Don’t Overthink It)
At this point, you should have: - A list of must-have features - Notes from demos and trials - Real feedback from your team - Actual pricing
Rank the contenders. Pick what covers your biggest pain points now—not what might be cool three years from now.
What doesn’t matter: - Who has the fanciest website - Who just raised a giant round of funding - Who got named a “leader” in some analyst report
You want what gets your sales team moving faster, not what’s trending on LinkedIn.
Keep It Simple—And Iterate
No software is going to 10x your sales team overnight. But picking the right GTM tool can save you hours, cut down on mistakes, and let your reps focus on selling—not fighting software.
Start with what you actually need, get real feedback, and don’t be shy about saying no to shiny features. You can always swap tools or add new ones later. The best teams treat their sales stack as a work in progress.
Good luck, and don’t let the vendor hype wear you down.