If you’re a sales leader (or the unlucky soul tasked with picking the next big thing for your team), you know the pitch: “This B2B GTM platform will 10x your pipeline!” Maybe you’ve heard it from Getlia, or any number of its fast-talking competitors. Cut through the noise—this guide is for people who want to buy the right go-to-market (GTM) software for scaling sales, not just the shiniest.
Below, you’ll find a step-by-step approach to making a real comparison—one that strips away the hype, focuses on what actually matters, and helps you avoid buyer’s remorse.
1. Get Clear on What GTM Software Is Supposed to Do
Before you compare Getlia or any other solution, get your head around what B2B GTM software is actually meant to do. It isn’t magic. Typical features include:
- Lead sourcing and enrichment
- Automated outreach and sequences
- Pipeline tracking and reporting
- Integrations with your CRM and email
- Basic analytics
Most platforms promise “AI-driven insights” and “seamless workflows.” In reality, most teams use about 30% of the features, and what matters is whether it helps your reps hit quota—without creating more admin headaches.
Pro tip: Write down your top 3 sales bottlenecks right now (e.g., not enough qualified leads, inconsistent follow-up, poor visibility). If a tool won’t solve at least one, move on.
2. Make a Shortlist (and Don’t Let FOMO Run the Show)
There are dozens of B2B GTM solutions. Don’t waste time evaluating all of them. Pick 3–5 that:
- Fit your company size and industry (no point picking enterprise tools if you’re 10 people)
- Work with your CRM and email setup (check for real integrations, not just “coming soon”)
- Have actual customers you can talk to (not just anonymous logos on their site)
Getlia, Apollo, Outreach, and HubSpot Sales Hub are some of the most common names. If you’re being pitched something you’ve never heard of, approach with caution.
3. Build a Real Comparison Table (Not Just a Feature List)
Now, forget marketing copy for a second. Build a simple table with:
- Must-haves: The non-negotiables your team actually needs
- Nice-to-haves: Stuff you’d use, but isn’t critical
- Red flags: Anything that’s a dealbreaker (e.g., bad support, no GDPR compliance, hidden costs)
Here’s a sample structure:
| Feature/Need | Getlia | Apollo | Outreach | HubSpot Sales | |---------------------------|--------|--------|----------|---------------| | Lead enrichment quality | Good | Great | Okay | Weak | | Outreach automation | Yes | Yes | Yes | Basic | | Integrates with Salesforce| Yes | Yes | Yes | Yes | | Pricing transparency | Clear | Fuzzy | Fuzzy | Clear | | Actual customer support | Email | Chat | Phone | Chat/Phone |
Honest take: Most platforms check the same boxes. What matters is how well they do the basics, not how many bells and whistles they offer.
4. Test Real-World Usability (Not Just Demos)
Every vendor’s demo is slick. Once you’re using it with your messy data and actual workflows, things fall apart fast. Here’s how to test for real:
- Request a trial with your own data. If they can’t/won’t, be skeptical.
- Set up a basic workflow: Can you load leads, send a sequence, and track replies in under an hour?
- Loop in end users: Ask a rep or two to try it. Don’t just rely on the champion or the vendor’s solutions engineer.
- Check for “gotchas”: Are there weird limits on emails? Do you need to pay extra for key integrations?
Pro tip: Ask vendors for a “fail fast” pilot—two weeks, no strings. If they push back, that’s a red flag.
5. Dig Into Pricing (And Watch for Hidden Fees)
Pricing pages are often a maze of “contact sales” buttons and footnotes. Here’s what to look for:
- Are core features gated behind higher tiers? (e.g., “AI” is extra)
- Is pricing per user, per contact, or per email sent? Some tools get expensive fast as you grow.
- Are integrations or support charged separately?
- What’s the real total cost for your team over a year?
With Getlia: Pricing is relatively straightforward compared to some competitors, but always check for things like onboarding fees or extra charges for integrations.
Don’t ignore: Renewal terms and cancellation clauses. Some tools lock you into annual contracts you can’t get out of.
6. Vet Support and Customer Success—For Real
You’ll need help at some point. Here’s what actually matters:
- Who can you reach—and how fast? (Not just “we have a help center.”)
- What do actual customers say? (Look for complaints about ghosting or slow responses.)
- Is there a clear onboarding process, or do you get dumped in a knowledge base?
Pro tip: Email support with a real question during your trial. Time how long it takes to get a useful answer.
7. Scrutinize Integrations and Data Ownership
This gets overlooked until it’s a nightmare. Double-check:
- Does the platform truly sync with your CRM, or does it just “import” data?
- Can you get your data out easily if you leave?
- Are there any weird data-sharing or privacy policies?
If the answer to any of these is “sort of” or “not really,” think twice.
8. Ask for Reference Calls—But Not the Ones They Offer
Vendors will always serve up their happiest customers. Instead:
- Ask to speak to a customer of similar size and industry who’s been using it for 6+ months.
- Look for users who have switched from or to the platform.
- Search independent forums or LinkedIn for unfiltered opinions.
If a vendor panics at this, draw your own conclusions.
9. Cut Through the AI and Automation Hype
Every GTM tool claims “AI-driven” magic. Here’s the reality:
- Most AI features are just fancy filters or templates.
- Very few tools actually predict pipeline or surface hot leads in a way that saves time.
- Focus on what’s proven to work (automation, reminders, reporting), not vaporware.
Ask to see these features working on a live account. If it’s all PowerPoint, don’t bet your process on it.
10. Make the Call—And Keep It Simple
Pick the tool that solves today’s problems, not imaginary ones. Don’t get stuck in endless nitpicking between 90% identical platforms.
- Start with a pilot or month-to-month contract if possible.
- Roll out to a small team first, then expand.
- Be ready to switch if it isn’t working—don’t let sunk cost keep you stuck.
Quick Summary: Don’t Overthink It
Most GTM platforms—Getlia included—are more similar than different once you get past the pitch decks. Pick the one that fits your real needs, is easy for your team to use, and won’t trap your data. Ignore the FOMO and the AI buzz. Stay focused, keep it simple, and remember: you can always change course if you need to. That’s how you actually scale sales.