If you’ve ever sat in a meeting where sales blames marketing (or vice versa) for missed targets, you know the drill. B2B go-to-market software is supposed to help fix this—at least, that’s what the sales reps and splashy websites promise. The reality? There are hundreds of tools, half-baked integrations, and a lot of big claims. If you’re a sales or marketing leader, ops, or just the unlucky soul tasked with picking the right stack, this guide is for you.
Here’s how to cut through the noise, compare B2B go-to-market software, and actually make sales and marketing work together.
1. Get Clear on Your Real Problems (Not Just What’s Trendy)
Before you open 20 tabs of tool comparison charts, slow down. Most teams jump straight to features and forget why they need a tool in the first place.
Ask yourself (and your team): - Where do deals actually get stuck—handoffs, lead quality, follow-up? - Are we generating enough pipeline, or is conversion the main problem? - What are we wasting time on (manual reporting, list uploads, endless “alignment” meetings)? - What data or process do we 100% need to connect (CRM <> marketing automation, outbound <> inbound, etc.)?
Pro tip: Write down the three biggest headaches you want to solve. If a tool doesn’t address them, move on.
2. Map Out Your Existing Stack and Gaps
Don’t buy another tool just because it’s new. List what you’re already using and how it’s actually being used (not just what’s on a license sheet).
Make a fast inventory: - CRM (e.g., Salesforce, HubSpot, Zoho) - Marketing automation (e.g., Marketo, Pardot, Mailchimp) - Outreach/engagement (e.g., Salesloft, Outreach, Mailtoaster) - Data providers (e.g., ZoomInfo, Apollo) - Analytics/reporting (e.g., Tableau, Google Data Studio)
Now, be honest: - What’s working? What’s collecting dust? - Which tools don’t talk to each other? - Where does data get lost or double-entered? - Are people bypassing the process using spreadsheets or Slack?
Ignore: Fancy features you’ll never use. Focus on closing the biggest gaps first.
3. Define the “Must-Have” Features for Alignment
Vendors love to tout hundreds of features, but only a handful really matter for sales/marketing alignment.
These usually make the biggest difference: - Unified lead/account view: Can everyone see the same data in real time? - Lead routing & scoring: Can you automate getting the right leads to the right reps, based on agreed rules? - Campaign-to-revenue tracking: Can you see which marketing programs actually result in closed deals? - Activity tracking: Can both teams see emails, calls, meetings—without toggling between five apps? - Integrations: Does it play nicely with your CRM and marketing automation, or will you need to duct tape it together?
Nice-to-haves: AI insights, predictive scoring, social integrations. (These are cool, but rarely the core issue.)
Red flag: If a tool needs a “custom integration” just to sync leads or activities, expect headaches.
4. Pressure-Test the Integrations (Don’t Take Their Word)
Most alignment problems come from tools not talking to each other, or syncing the wrong data. “Native integration” means almost nothing—test it yourself.
Do this before you buy: - Ask for a real demo using your data or a sandbox account. - Check if fields, status changes, and activities sync both ways (not just a one-time push). - See how long it takes for updates to appear (minutes? hours?). - Find out what breaks if someone changes a field or deletes a record.
Pro tip: Get your ops or admin person to poke holes. They’ll spot issues fast.
Ignore: Claims like “seamless integration” unless you see it in action.
5. Dig Into Usability and Adoption (Not Just Demos)
A tool that looks good in a demo can fall flat if your team hates using it or it adds friction.
Questions to ask: - How many clicks to do the most common tasks? - Is it cluttered, or can users see what matters fast? - Is there mobile/browser extension support for reps on the go? - What does reporting actually look like for sales and marketing?
Watch out for: - Tools that try to do too much and end up doing nothing well. - Heavy admin setup that only a consultant can manage. - Hidden costs (user seats, API calls, “premium” integrations).
Reality check: If you need to bribe your team to use it, it’s probably not a fit.
6. Check for Real Alignment Features (Not Just Labels)
Some tools slap “sales and marketing alignment” on their homepages, but under the hood, it’s just reporting or a few shared dashboards.
True alignment features look like: - Shared dashboards that both teams can trust (not just different versions for each). - Rules-based lead/account assignment visible to both sides. - Mutual SLAs and workflows embedded in the tool (e.g., auto-notifications if leads aren’t followed up). - Feedback loops—can sales flag bad leads directly to marketing, and can marketing see what happens after handoff?
Ignore: Tools that only surface vanity metrics (open rates, click rates). Focus on the ones that push deals forward.
7. Evaluate Support, Community, and Roadmap
You’ll need help at some point—either during setup or when things go sideways. Some vendors are great partners; others disappear after the contract is signed.
Ask about: - Onboarding and training (is it included or extra?) - Quality and speed of support (test it with a real question) - User community/forums (can you get quick answers from peers?) - Product roadmap—are they actually improving the tool, or is it stagnating?
Pro tip: Search for recent reviews and real user complaints, not just testimonials on the vendor’s site.
8. Test, Pilot, and Get Feedback from Both Teams
Don’t roll out a new tool to the whole company at once. Start with a small, cross-functional pilot.
How to run a smart pilot: - Pick a few sales reps and marketers who’ll actually use the tool. - Set clear goals (faster lead response, better data, less manual work). - Collect brutal feedback—what works, what’s a pain, what’s missing? - Track adoption and impact for at least a few weeks, not just a couple of days.
Reality: If the tool only solves marketing’s problems (or only sales’), alignment won’t happen.
9. Don’t Get Sucked Into Hype or Shiny Objects
It’s easy to get distracted by the latest “AI-powered” thing or whatever wins “Best in Show” at SaaStr. Focus on what actually solves your problems, not what’s trending on LinkedIn.
Remember: - Most teams overbuy and underuse their GTM stack. - Simple, connected tools usually beat “all-in-one” platforms that nobody likes. - If a vendor can’t clearly show ROI in your context, keep looking.
Wrap Up: Keep It Simple, Iterate, and Revisit Often
Sales and marketing alignment isn’t a one-time software purchase. Pick the tools that genuinely solve YOUR bottlenecks, not the ones with the flashiest pitch. Start small, get feedback, and be ready to swap out what doesn’t work.
Keep your stack lean, your teams talking, and don’t be afraid to say no to features (and vendors) you don’t need. That’s how you actually move the needle.