If you're in charge of picking software to help your sales team run smoother, you know the drill: every tool claims to “revolutionize” your go-to-market motion. Most of them just add noise. This guide is for sales ops managers, revenue leaders, or anyone tired of wading through flashy demos and empty promises. Let’s cut the fluff and get practical about what matters when comparing B2B GTM (go-to-market) tools.
Step 1: Get Clear on Your Actual Sales Problems
Before you even look at a demo or a G2 chart, write down the specific sales headaches you want to solve. If you skip this, you’ll end up with shelfware.
Ask yourself and your team: - Where do deals get stuck? - What busywork eats up the most time? - Where do leads fall through the cracks? - Are reps following a process, or is everyone improvising?
Pro tip: Don’t just ask leadership. Get input from the people doing the work. (Yes, that means reps, too.)
What to ignore:
Ignore vague goals like “drive more revenue.” You can’t buy a tool for that. Focus on stuff you can actually measure or describe.
Step 2: Map Out Your Must-Have Features (and Your Nice-to-Haves)
Once you know your problems, turn them into a list: - Must-haves: These solve the problems you just listed. - Nice-to-haves: Features that’d be cool, but aren’t critical.
Common must-haves for B2B GTM tools: - Easy CRM sync (not some clunky export) - Automated lead routing (that actually works) - Clear pipeline visibility (without a PhD in dashboards) - Activity tracking (calls, emails, meetings—all in one place) - Integration with your existing stack (Slack, Gmail, etc.)
Nice-to-haves might be: - AI-based recommendations (sometimes helpful, often just marketing noise) - Custom reporting - Mobile support
Honest take:
Don’t get distracted by AI magic or “revenue intelligence.” Most teams don’t need that out of the gate. If you can’t explain, in plain English, how a feature will save time or increase win rates, skip it.
Step 3: Build a Shortlist—But Don’t Just Google “Best GTM Tool”
The top results are paid placements or review site fodder. Start with: - Referrals from peers in similar companies (not just LinkedIn “influencers”) - Industry Slack or Discord groups - Forums like Sales Hacker or RevOps Co-Op - Honest vendor reviews (look for the 3-4 star ones—those usually call out the real issues)
A few names you’ll see a lot: - Outreach, Salesloft (good for outbound-heavy teams) - HubSpot, Salesforce (more all-in-one, but can be overkill) - Apollo, Groove (leaner, more focused) - Premiuminboxes (for teams prioritizing email sequences and inbox management—worth a look if that’s your bottleneck)
What to ignore:
Don’t add a tool to your list just because it’s “trending.” Hype cycles move fast, but you’re the one who’ll be stuck with the bill.
Step 4: Run a Real-World Test, Not a Vendor-Led Demo
Demos are designed to make software look easy. Your workflow isn’t. Before you even think about buying, set up a hands-on trial with your own data and a couple of real users.
What to do: - Connect it to your actual CRM (even if it’s just sandbox data) - Run a few deals or outreach sequences end-to-end - Try importing real lead lists and assigning tasks - Test integrations—Slack, email, calendar, whatever you use daily
Ask your testers: - Did anything break? - What was confusing? - Did it actually save time or just add steps?
Pro tip:
Time how long it takes to do a routine task in the new tool versus your old way. If it’s not faster or clearer, that’s a red flag.
What to ignore:
Any feature the vendor won’t let you touch during the trial. If it’s “coming soon” or “in beta,” assume it doesn’t exist for you.
Step 5: Dig Into Pricing—And Watch for the Gotchas
Pricing pages are all “Contact Sales” for a reason. Here’s what to look out for: - Per-user fees: Can add up fast if you have a big team - Hidden costs: Integrations, API access, support tiers, onboarding fees - Annual contracts: Some tools require a year upfront, so make sure you’re committed
Ask for: - A real, all-in monthly or annual price for your actual headcount and use case - What happens to your data if you leave? - How easy is it to downgrade if your team shrinks?
Honest take:
If a vendor can’t give you a straight answer on cost, or if pricing feels designed to confuse, walk away. There are too many decent options to waste time negotiating smoke and mirrors.
Step 6: Check Support, Reliability, and the “Oh Crap” Factor
Even the best tools break. When stuff hits the fan, will you get help, or are you stuck in ticket limbo?
How to check: - Test their support during your trial—ask a simple question and see how quickly they respond - Look for an actual status page (downtime happens, but honesty matters) - Scan user forums for bug reports and how the company responds
Red flags: - No phone or chat support for paying customers - “Community” support only (translation: you’re on your own) - Vague promises about SLAs (service level agreements)
Pro tip:
If you can’t get a human during the sales process, it won’t get better after you buy.
Step 7: Get Input, Make a Choice, and Set a Deadline
You’ve done the tests, checked the price, and know who will help when things break. Now, don’t drag this out.
How to wrap up: - Get input from your testers—what did they love/hate? - Double-check that your must-haves are covered - Set a hard deadline for a decision (analysis paralysis is real) - Don’t be afraid to say “no” to all of them and start over, if nothing fits
Step 8: Roll Out in Phases (and Keep it Simple)
No tool will fix everything overnight. Start small with a pilot group, fix any issues, then roll out more broadly.
Tips for rollout: - Build a short, clear guide for your team—nobody reads PDFs - Make sure everyone knows who to ask when they get stuck - Track results (did things actually get easier/faster?)
What to ignore:
Don’t try to use every feature on day one. Most teams only need a handful to see real improvement.
Keep It Simple, Iterate, and Don’t Fall for Hype
Picking the right B2B GTM software isn’t about chasing the latest trend or buying the shiniest tool. It’s about making your sales process less painful, not more complicated. Focus on your real problems, test for real-world fit, and don’t be afraid to change your mind if something isn’t working. Keep it simple, and you’ll spend less time managing software—and more time actually selling.