If you’re drowning in demos, sales pitches, and endless “all-in-one” promises, you’re not alone. Choosing the right B2B go-to-market (GTM) software is a headache—especially if you just want something to actually make your sales process easier, not more complicated.
This isn’t another breathless roundup. If you’re a sales leader, founder, or ops person trying to figure out if Crisp or another tool is right for your team, this guide walks you through how to actually compare your options—without falling for typical marketing fluff.
1. Get Clear on What You Really Need
Here’s the problem: most GTM software claims to “streamline everything,” but your team probably doesn’t need (or want) every bell and whistle. Before you even start comparing tools, figure out your must-haves:
- What’s truly slowing you down? Is it lead routing, follow-up, pipeline visibility, reporting, or too many tabs?
- Where are your reps wasting time? Manual data entry? Chasing approvals? Hunting for info?
- What do you already use? Are you replacing your CRM, plugging a gap, or bolting something onto existing tools?
Pro tip: Write down the top three problems you want to solve. When you look at software, ignore everything else. If a feature doesn’t solve one of those, it’s just noise.
2. Understand What “GTM Software” Actually Means
“GTM” is a catch-all term. Vendors use it for everything from live chat pop-ups to full-blown sales automation suites. Here’s what usually falls under the GTM umbrella:
- CRM systems (like Salesforce, HubSpot)
- Lead capture and chat tools (like Crisp, Intercom, Drift)
- Sales engagement platforms (like Outreach, Salesloft)
- Pipeline analytics and reporting tools
- Integrations and automation layers
Crisp, for example, is usually pitched as a chat platform that also covers shared inboxes, knowledge bases, and integrations to help sales teams respond and follow up faster.
What to ignore: If a tool claims to “do it all,” be skeptical. Most teams need 1–2 core systems, not a Frankenstein monster with every possible feature.
3. Compare Core Features—Not Just Feature Lists
Comparing software isn’t about who has the longest checklist. Focus on how well a tool does what you need.
The Big Questions to Ask
- How easy is it to set up? Can you get started without an IT project?
- Does it actually reduce clicks and manual work? Or is it just new busywork?
- Does it play nice with your current stack? Look for direct integrations with your CRM, email, calendar, etc.
- Is it built for B2B sales? Some tools are “chat first” but lack pipeline or deal tracking (Crisp is chat-centric, but check if it fits your flow).
- Can your team use it without tons of training? If you need a week of onboarding, that’s a red flag.
Crisp vs. Other Options
- Crisp: Strong for real-time chat, team inbox, chatbots, knowledge base, and integrations with Salesforce, HubSpot, etc. Not a full CRM, but good as a front line for inbound leads and quick responses.
- Intercom/Drift: Richer automation, more expensive, more complex. Good for bigger teams, but often overkill for SMBs or lean teams.
- Outreach/Salesloft: Focused on outbound engagement—email sequences, call tracking, and analytics. Not a replacement for live chat or shared inboxes.
- HubSpot/Salesforce: Full CRMs—will do everything, but expect a big learning curve and higher cost.
Honest take: Most teams end up using Crisp or Intercom plus a CRM—not one or the other. Don’t fall for “one tool to rule them all” unless your process is dead simple.
4. Look at Real-World Usability, Not Just Demos
Demos are built to impress. Real life is messier. Here’s how to cut through the demo dazzle:
- Ask for a trial, not just a demo. See how quickly you can get something working with your own leads or workflow.
- Test with actual reps. If your frontline team hates it, adoption will tank.
- Check mobile and notifications. If your team is often on the go, a clunky mobile app is a dealbreaker.
- Play with integrations. Don’t trust “integrates with everything” claims. Actually connect it to your CRM or calendar and see what breaks.
Watch out for: “Customizable everything.” Sounds nice, but often means you need to build it yourself (and maintain it forever).
5. Don’t Get Distracted by AI or Automation Hype
Every vendor is shouting about their AI-powered whatever. Reality: most “AI” is just smarter rules and auto-responses. Ask yourself:
- Does the automation save real time, or just add another step?
- Can I turn it off if it gets in the way?
- Can I trust it with prospect conversations, or do I need a human in the loop?
With Crisp, the chatbot can handle basic questions and triage, but anything important still goes to a person. That’s probably for the best—no one wants to lose a deal to a bot that fumbled the follow-up.
What to ignore: Wild promises about “AI closing deals for you.” No software replaces a good salesperson.
6. Price, Transparency, and Hidden Costs
Pricing pages are often more confusing than helpful. Here’s what to check:
- Transparent pricing: Does the vendor show prices, or do you have to talk to sales?
- User-based vs. usage-based: Are you paying per user, per seat, per conversation, or something else?
- Add-on traps: Are key integrations or features extra? Will you get nickel-and-dimed for things you need?
- Scaling up: What happens if your team grows or you want to add more channels? Sudden price jumps are common.
Crisp’s pricing is generally clear, with a “Pro” tier that covers most team needs. But always double-check integration or automation limits.
Pro tip: Ask for a 12-month total cost estimate, not just the sticker price.
7. Support, Community, and Company Health
Buying B2B software isn’t a one-and-done thing. You’ll need support eventually, so check:
- Support response times: Is live chat support as responsive as they claim?
- Documentation quality: Is the help center up to date, or is it a ghost town?
- Active community: Are there forums or user groups where you can get real-world advice?
- Company stability: Is this tool going to be around in two years? Look for recent updates, funding news, or long stretches of silence (not a good sign).
Crisp’s support is generally rated well for small and mid-sized teams, but if you need 24/7 phone support, it may not be the best fit.
8. Make the Shortlist and Test Like You Mean It
Once you’ve worked through all this, here’s the playbook:
- Shortlist 2–3 tools that actually solve your top problems.
- Set up real-world tests—not just a sandbox, but with your data, your team, your workflow.
- Score them honestly on setup time, ease of use, integration pain, and rep feedback.
- Ignore the rest. Don’t let FOMO or “but what about X feature?” creep in.
Pro tip: If you’re stuck between two options, go with the one your team actually wants to use. Even the fanciest tool is useless if people avoid it.
A Quick Reality Check
No tool is going to magically fix a broken sales process or make your reps care more. The right GTM software—whether it’s Crisp, Intercom, or something else—should get out of the way and make your team’s life easier. Start small, solve the real pain points, and don’t stress about finding the “perfect” system. You can always change and improve as you go.