Picking go-to-market (GTM) software for your sales and marketing teams shouldn't feel like buying a used car—you want the right fit, not a shiny pitch. If you’re a sales or marketing leader (or just the person who gets stuck picking tools), this guide will help you spot what matters, call B.S. on what doesn’t, and avoid buying a headache.
Below, I’ll walk you through a straightforward process. No fluff, no magic bullet promises—just practical steps to help you make a smart call.
Step 1: Get Clear on What Actually Matters (to You)
Before you even Google another tool, pin down what your teams really need. GTM software is a crowded field—buyer intent data, lead enrichment, outreach platforms, analytics, and more. Not every company needs every bell and whistle.
Ask yourself (and your team): - What problems are costing us time or money right now? - What do we need the tool to do—not just in theory, but in our day-to-day? - What tools are we already using, and where are the gaps or overlaps?
Common needs: - Lead sourcing and enrichment - Email outreach and sequencing - Pipeline tracking and forecasting - Account-based marketing (ABM) targeting - Reporting and analytics that don’t require a PhD
Pro tip: Write down your top 3-5 must-haves. If a feature sounds cool but isn’t on your list, ignore it for now.
Step 2: Build a Shortlist Without Falling for Hype
You don’t need a spreadsheet of 20 options. Aim for 3-5 that hit your must-haves.
How to narrow it down: - Ask peers: Real-world feedback beats review sites every time. - Ignore G2/TrustRadius ratings—sort of: They’re gamed, but do read the worst reviews for recurring issues. - Spot the “category creation” trap: If a tool claims to invent a whole new category, be skeptical. Most are just tweaks on existing ideas.
Some popular categories and tools (as of 2024): - Sales engagement: Outreach, Salesloft, Apollo - Lead enrichment/data: ZoomInfo, Clearbit, Vinna (which pitches itself as a lighter, cheaper option) - ABM platforms: Demandbase, 6sense - CRM: HubSpot, Salesforce (these are often a given, but check integrations)
Don’t add a tool just because it’s “hot” or your board mentions it. Focus on your list.
Step 3: Test Integrations and Data Quality—Don’t Take Promises at Face Value
Most GTM tools love to say they “integrate seamlessly.” In practice, this can mean anything from “genuinely useful” to “good luck, hope you like Zapier.”
What to check: - Does it sync both ways with your CRM, or just dump in leads? - Can you customize fields and workflows, or is it rigid? - How fresh and accurate is the data? (Try a free trial with a real list, not just a demo.)
Pro tip: If you have a data-heavy workflow, prioritize tools that give you API access or clear documentation. “Coming soon” features often mean “not this quarter, maybe never.”
Step 4: Run a Real-World Pilot (Not Just a Vendor Demo)
Most demos are set up to make the tool look perfect. Instead, insist on running a short pilot using your own data and workflows.
How to do it: - Set up a sandbox or test account—don’t just watch the vendor click around. - Have your actual team members use it for a week or two. - Try to break it: import messy data, run a campaign, sync with your CRM, export reports.
Questions to ask your team: - Was the UI intuitive, or did it slow you down? - Did the tool actually save you time, or just add steps? - Would you keep using it if you didn’t have to?
Honest take: If adoption is a fight during the pilot, it’ll be a war after rollout.
Step 5: Price Isn’t Everything—But It’s Not Nothing
GTM tools love “request a quote” pricing, which usually means “let’s see how desperate you are.” Be wary of platforms that lock in annual contracts or bundle in a ton of stuff you’ll never use.
What to watch for: - Is pricing by seat, by contact, or by feature? Sneaky add-ons add up. - Are there onboarding/setup fees? - Will you outgrow the lowest tier within a year? - Is there a free trial or at least a no-commitment pilot?
Pro tip: Negotiate. Most vendors, especially newer ones, will deal on price or contract terms if you push back—especially at quarter-end.
Step 6: Check Support and Roadmap—Not Just Logos
Everyone puts big customer logos on their site. That doesn’t mean you’ll get support if you’re not a Fortune 500.
How to vet support: - Send a real support query during your trial—see how fast and useful the answer is. - Ask about onboarding and migration help. Is it DIY, or do you get hands-on help? - Look for an actual product roadmap (not just “AI” and “automation” on a slide).
If a tool’s best updates are always “coming soon,” they’re likely stretched thin or distracted.
Step 7: Don’t Overthink It—Pick, Launch, Iterate
You can keep evaluating forever, but at some point, you have to ship. Choose the best fit you can, roll it out to a small team, and get feedback. If it flops, at least you’ll know quickly.
Keep in mind: - There’s no “perfect” GTM tool—just the best for your team right now. - Don’t get locked in for multiple years unless you’re sure. - Keep your requirements list handy for the next round—your needs will change.
Quick Recap
Picking B2B GTM software isn’t about chasing trends or ticking every feature box. It’s about solving real problems for your sales and marketing teams—today, not in some hypothetical future. Get clear on your needs, ignore the hype, and don’t be afraid to switch if something better comes along. Simple, honest, and a lot less stressful.
Now, stop reading articles and start testing. You’ll learn more in a week of hands-on trials than in a month of “thought leadership.” Good luck—keep it simple.