If you’re tasked with finding the right tool to help your sales team grow, you’ve probably already heard a lot of promises. “10x your pipeline!” “Automate everything!” “Unparalleled insights!” That’s all well and good—until you actually have to pick a B2B go-to-market (GTM) platform that doesn’t fall flat after onboarding.
This guide is for anyone who needs to compare Icypeas with other B2B GTM software options, without getting lost in the weeds or buying into the hype. Whether you’re in sales ops, a founder, or just the poor soul assigned to “go figure this out,” here’s a straightforward, step-by-step way to make a real comparison.
1. Start With the Basics: What Problem Are You Actually Trying to Solve?
Before you even open a single product website or demo video, write down—in one or two sentences—what you actually need. Are you trying to:
- Cut time spent on manual prospecting?
- Improve lead routing and assignment?
- Give reps better data on accounts?
- Automate email outreach?
- Forecast more accurately?
Most B2B GTM software, including Icypeas, tries to be a “platform”—meaning lots of features. But only a couple will matter for your team right now. If you can’t name what you’re actually trying to fix, the features list will just overwhelm you.
Pro tip: Don’t let “but what if we need X later?” paralyze you. Focus on your team’s bottlenecks now. You can always reassess later.
2. Make a Shortlist—But Don’t Trust the “Best of” Lists
Once you know your must-haves, make a list of 3–5 tools to compare. This usually includes:
- Icypeas (obviously)
- Outreach or Salesloft (popular for sales engagement)
- Apollo or ZoomInfo (for data/prospecting)
- HubSpot or Salesforce Sales Cloud (CRM + GTM features)
- Any niche tool your industry uses
Most “top 10” lists or grid rankings are paid placements or popularity contests. Ignore the noise. Instead:
- Ask peers what actually worked for them—and what fizzled out.
- Check the last 6 months of reviews (not just the shiny homepage).
- Make sure each tool is actually built for B2B sales teams at your stage (some are for huge enterprises, others are for tiny teams).
Reality check: No tool does everything well. If a platform claims to do it all, be suspicious.
3. Compare the Core: Data, Workflows, and Integrations
Every GTM tool will talk about “AI,” “automation,” and “insights.” Ignore the buzzwords for a second. Focus on these three things:
a. Data Quality and Access
- Where does the data come from? (Are they buying it, scraping it, or just reselling someone else’s?)
- How fresh and accurate is it, really? (Test with your own sample accounts.)
- Can you access/export the data, or are you locked in?
Icypeas, for instance, is often praised for transparent data sources and direct export options—handy if you hate vendor lock-in.
b. Workflow Fit
- Does the tool match your sales process, or does it force you to work its way?
- Are sequences, automations, and playbooks easy to set up without an admin?
- Can your reps actually use it, or will they ignore it after two weeks?
A lot of tools have slick dashboards but are so rigid or clunky that reps just go back to spreadsheets.
c. Integrations
- Does it integrate with your CRM, email, and calendar—without constant glitches?
- Will it break if you use less common tools (think: niche CRMs, Slack alternatives)?
- How hard is the setup—realistically? (Not just “Zapier makes it easy!”)
Don’t just take their word for it. Ask for a demo with your stack if possible.
4. Don’t Get Distracted by Shiny Extras
Every vendor loves to demo their AI writing assistant, call recording, or “revenue intelligence” dashboards. Here’s the truth:
- Most AI features are just text templates with a fancier label.
- Call recording is only useful if your team actually makes calls (many don’t).
- Fancy dashboards are only as good as the data your team actually enters.
If the core features don’t work, the extras won’t save you.
Ignore: - “Gamification” unless your team is actually motivated by badges. - “Predictive” anything, unless you have lots of clean data. - Any feature you didn’t ask for in Step 1.
5. Dig Into Pricing—and Sneaky Costs
GTM software pricing is rarely as simple as it looks. Watch for:
- Hidden fees: Data enrichment, API access, extra seats—these can add up fast.
- Annual contracts: Many vendors only offer discounts for locking in a year (and make it hard to leave).
- Feature gating: Some tools show you features in the trial that you don’t actually get at your tier.
Icypeas is known for more transparent pricing and less nickel-and-diming, but always confirm in writing what’s actually included.
Pro tip: Always ask for a sample invoice based on your real user count and usage.
6. Test Drive With Real Reps
Don’t just let the sales engineer run the show. Set up a trial or pilot and get a couple of your actual reps to use it for a week:
- Can they do their daily work without lots of training?
- Are there any annoying quirks or slowdowns?
- Do they actually want to use it, or are they just being polite?
You’ll learn more from two annoyed salespeople than from a month of vendor demos.
7. Support and Responsiveness: The Hidden Costs
No one cares about support until something breaks. But when you’re scaling, you will need help:
- How fast do they respond to tickets? (Test with a real question.)
- Is onboarding included, or do you pay extra?
- Are there active user communities or just a dead forum?
If a company has no real support, your team will end up doing unpaid QA for them.
8. Red Flags and Things to Watch Out For
A few warning signs to keep an eye on:
- Overpromising: If the sales pitch sounds too good to be true, it probably is.
- “Roadmap” features: If something you need is “coming soon,” assume it doesn’t exist.
- Slow product updates: Check their release notes or changelog—are they actually improving, or just rebranding?
- User lock-in: If you can’t easily export your data, you’re stuck.
9. Make the Decision—But Stay Agile
Pick the tool that solves your real problem, fits your workflow, and won’t trap you with surprise fees or lock-in. Let your team try it in the real world before you go all-in.
Don’t sweat finding the “perfect” platform. Your needs will change as you scale. The best software is the one your team actually uses—and can outgrow if they have to.
TL;DR: Keep It Simple, Iterate Often
Most B2B GTM platforms share 80% of the same DNA. Focus on what matters for your sales team right now, ignore the buzzwords, and make sure you’re not stuck with a tool that’s more work than it’s worth. Get the basics right, keep it flexible, and don’t be afraid to switch if your needs change. That’s how you actually help your sales team scale—without the B.S.