If you’re responsible for getting sales and marketing on the same page, you already know it’s harder than it sounds. The right go-to-market (GTM) software can help, but only if you choose tools that actually solve your problems (and don’t just add to them). This guide is for busy B2B leaders, sales ops, and marketers who want less chaos between teams—not more dashboards, more meetings, or another “revolutionary” platform that nobody ends up using.
Here’s how to cut through the noise and find GTM tools that make sales and marketing alignment less painful, step by step.
1. Get Real About What “Alignment” Means for Your Team
Before you even look at software, define what “alignment” should look like for your company. Don’t let vendors tell you what you need—figure out what’s actually broken or slowing you down.
Questions to ask: - Where do handoffs between sales and marketing fall apart? - Are leads getting lost, ignored, or disqualified too late? - Does everyone agree on what a “qualified” lead looks like? - Is data consistent between marketing and sales systems? - Are there constant arguments about attribution or reporting?
Write down the top two or three problems. Anything else is noise. If you’re not sure, ask the people doing the work—not just managers.
Pro tip: If you can’t describe your alignment problem in one sentence, you probably don’t need a new tool yet.
2. Identify the Must-Have Features (and Ignore the Rest)
Most GTM tools are packed with features you’ll never use. Focus on the ones that actually address the problems you found in step 1.
Common useful features: - Lead routing and scoring (that both teams trust) - Shared dashboards or reporting - Customer journey tracking (from first touch to close) - Automated alerts for key actions (e.g., hot lead, stalled deal) - Integrations with your CRM and marketing automation
Stuff that sounds fancy but rarely delivers: - AI “insights” with no transparency - Social media monitoring (unless that’s your main channel) - Over-the-top gamification or “engagement” widgets
Pro tip: If a feature requires a consultant to set up or nobody on your team understands it, it’s probably not a must-have.
3. Map Out Your Existing Stack (Warts and All)
Nothing kills alignment like more silos. Make a quick map of what tools you’re already using for sales and marketing—yes, even the spreadsheets.
List out: - Your CRM (e.g., Salesforce, HubSpot) - Marketing automation (e.g., Marketo, Pardot) - Sales engagement tools (e.g., Outreach, Salesloft) - Email, chat, and meeting schedulers - Any homegrown or legacy systems
Draw a simple line (literally, on paper) of how data flows from a new lead to a closed deal. Where do things break down? Where does info get lost or delayed? The right GTM tool should bridge those gaps, not create new ones.
4. Shortlist Tools That Actually Play Well With Others
No matter how slick a tool looks, if it doesn’t integrate with your core systems, it won’t fix alignment—it’ll make it worse.
When reviewing integration claims: - Ask for specifics—does it actually sync contacts, activities, and custom fields, or just basic info? - Check if the integration is two-way or just pushes data one direction. - Look for user reviews on integration headaches (Capterra, G2, Reddit—don’t just trust the vendor).
Some tools, like Oppwiser, make integration a selling point, so check how deep that really goes. Don’t settle for “Zapier can do it” unless you’re ready to build and maintain those zaps yourself.
Pro tip: If your IT/security team hates the tool, don’t buy it. You’ll just fight constant fires.
5. Pressure-Test the User Experience
Alignment tools only work if both sales and marketing actually use them. Demos are fine, but you need hands-on time.
What to do: - Get a live trial or sandbox (not just a pretty demo). - Have a marketer and a salesperson try it—separately and together. - Try to do a real workflow: qualify a lead, hand it off, track status, and report results.
Red flags: - The UI is confusing or ugly enough that people avoid it. - It takes more steps than your current process. - Important info is buried or hard to find.
If your team grumbles during the test, believe them—it only gets worse after rollout.
6. Scrutinize Reporting and Data Quality
A lot of alignment problems boil down to bad data or unclear reporting. Don’t trust screenshots; get into the weeds.
Checklist: - Can you build the reports you need, or just what the tool offers? - Are definitions (like “lead,” “opportunity,” etc.) clear and customizable? - How does the tool handle duplicate records and data hygiene? - Can you easily export data, or are you locked in?
If you can’t reconcile numbers between this tool and your CRM, you’ll end up with more finger-pointing, not less.
7. Find Out What Support Really Looks Like
Even the best GTM tool will need help during rollout and as your process evolves.
Ask about: - Support response times (not just “24/7”—how fast are they, really?) - Onboarding and training—do they help with your setup, or just send docs? - User community or forums—active or ghost town? - How often do they update or improve the tool?
Pro tip: Search for complaints about “hidden fees” or extra charges for integrations, API access, or reporting.
8. Get Honest About Cost (Including the Hidden Stuff)
Sticker price is just the start. Factor in: - Seats for both sales and marketing (and maybe ops/analytics) - Integration or API costs - Required onboarding or consulting - Time your team will spend learning (and, let’s be honest, complaining)
If you’re choosing between tools with similar features, pick the one that’s less of a pain to roll out—even if it’s a bit more expensive up front. The hidden cost of shelfware (tools nobody uses) is way higher.
9. Pilot, Measure, and Iterate—Don’t Bet the Farm
Don’t roll out a new GTM platform to everyone at once. Pick a small team or region, run a real-world pilot, and measure what changes.
Track: - Time from lead to sales handoff - Number of leads that fall through the cracks - How quickly sales follows up (and if marketing can see it) - Feedback from actual users—what’s easier, what’s worse?
Adjust your process, tweak settings, and only then think about rolling it out further. Most GTM alignment fails because teams just “flip the switch” and hope for the best.
Wrap-Up: Don’t Overthink It
GTM software won’t fix a broken process or magically make sales and marketing best friends. Pick tools that solve real, specific problems in your workflow, and ignore the shiny stuff you’ll never use. Start small, listen to your team, and keep tightening the process as you go. The simpler your stack, the more likely everyone will actually use it—and that’s where real alignment starts.