If you’re reading this, you’re probably knee-deep in spreadsheets, vendor demos, and marketing pitches about the “future of data-driven sales.” You don’t need more hype—you need to figure out if a tool like Leadspace is actually going to move the needle for your sales or marketing team, or if you’re better off with something else. This guide is for anyone comparing B2B go-to-market (GTM) data software. I’ll walk you through what matters, what doesn’t, and how to cut through the noise.
1. Get Clear on What “GTM Data Software” Actually Does
Before comparing anything, get specific about what these tools are supposed to do. The “GTM” label gets slapped on everything from simple data lists to AI-powered orchestration platforms.
Most tools in this space claim to help with: - Finding and enriching company and contact data - Scoring and prioritizing leads or accounts - Segmenting audiences for campaigns - Syncing data to your CRM and marketing automation - Guiding sales with account insights or buying signals
But not all tools do all of these things well. Some are basically just data providers. Others try to be the “brain” sitting above your CRM. Figure out which flavor you’re actually shopping for.
Pro tip: Write down your top 2-3 problems. “We can’t trust our CRM data,” or “Sales wastes time on the wrong leads.” That’ll keep you focused.
2. Outline Your “Must-Haves” (And What You Don’t Need)
Every vendor will pitch you 100 features. Most teams only care about a handful. Make a list:
Must-Haves: - Accurate, up-to-date B2B contact and company data - Solid integrations with your CRM and MAP (think Salesforce, HubSpot, Marketo) - Ability to build and refresh target lists or segments - Reasonable data coverage for your key markets
Nice-to-Haves (but not deal-breakers): - Predictive scoring or AI recommendations - Intent data (signals that prospects might be “in market”) - Advanced analytics or dashboards
Probably Overkill (for most teams): - Custom AI models that require a data scientist to maintain - Hyper-granular data you’ll never use (like 100+ firmographic fields)
If you’re a 10-person startup, you don’t need the same thing as a 500-person sales org. Buy for the problems you have now, not the ones you might have in 5 years.
3. Compare the “Meat and Potatoes” (Not the Shiny Buttons)
Let’s get real: Most B2B GTM tools talk a big game about AI and machine learning, but what actually matters day-to-day is the basic stuff.
a. Data Quality & Coverage
- How often is the data refreshed? Stale data is useless.
- What’s the real match rate for your accounts/contacts? (Not the “up to 98%” on the website. Ask for proof.)
- Is international coverage important? Some tools are US-centric.
- How easy is it to fix or flag bad data?
b. Integrations and Workflow Fit
- Does it actually sync with your CRM/marketing tools, or just export CSVs?
- Can you automate things, or is it all manual?
- Is the integration setup going to take a week or six months?
c. Usability
- Is the UI straightforward, or will you need three days of training?
- How fast can you spin up a campaign or update a list?
- Do you need a full-time admin to keep it running?
d. Support and Transparency
- How responsive is support? (Try sending a couple questions anonymously.)
- Will they actually help you get value, or just disappear after the deal closes?
- Can you see what’s happening in the “black box” if something goes wrong?
4. Put Leadspace Head-to-Head With Competitors
Here’s where you get tactical. For each tool—Leadspace, 6sense, Demandbase, ZoomInfo, Clearbit, or whoever else you’re considering—make a side-by-side grid.
Sample Comparison Table:
| Feature/Criteria | Leadspace | ZoomInfo | 6sense | Demandbase | Others | |------------------------|-----------|----------|--------|------------|---------| | Contact/Company Data | Strong B2B, some intent | Massive, but sometimes stale | Good for ABM, less for bulk lists | Good for ABM, less enrichment | Varies | | CRM Integration | Salesforce, MS Dynamics, Marketo, HubSpot | Salesforce, HubSpot | SFDC, Marketo | SFDC, Marketo | Varies | | Predictive/Scoring | Custom models, explainable | Basic scoring | Strong, ABM focused | Strong, ABM focused | Varies | | Usability | Generally solid, some learning curve | Easy UI | Can be complex | Can be complex | Varies | | Data Refresh Frequency | Weekly/daily | Varies | Varies | Varies | Varies | | Support | Good, but tiered | Mixed reviews | Mixed | Mixed | Varies | | Price Transparency | Opaque | Opaque | Opaque | Opaque | Varies |
What stands out about Leadspace: - They focus on data quality and custom audience building. If you need nuanced segments or want to blend your own data, they’re strong. - Predictive models are more transparent than most—less black box, but you’ll still need to trust their process. - Not as “plug-and-play” as some competitors. You’ll want someone on your team who can own it.
What to watch for with any tool: - Data “coverage” often sounds better on sales calls than it is in reality. Always test with your actual account list. - Many tools still make you export/import files. Real integration is rarer than you’d think.
5. Ask the “Annoying” Questions in Demos
This is where most buyers go soft. Don’t just sit through the feature parade—get hands-on.
Questions to ask every vendor: - Can I see the data quality for a sample of my accounts? - What’s the real process for syncing new lists or segments to my CRM? - How do you handle duplicate or conflicting data? - If something breaks, who helps and how fast? - Is there a minimum contract length, and what’s the renewal process? - What’s your actual pricing model? (Push hard here; most hate to be transparent.)
Red flags: - “We can’t show you that unless you sign.” - “Our AI will figure it out for you.” (But can’t explain how.) - “Integration is coming soon.”
6. Run a Pilot With Your Real Data
If you can, get a limited license or pilot. Don’t just use sample data—throw your “ugly” CRM records at it.
- How much data comes back enriched?
- Do the segments or scores match what your best reps already know?
- How much time does it actually save your team?
- What breaks, and how’s the support?
Hint: Most platforms look good in the sandbox. The cracks show when you plug in your real mess.
7. Don’t Get Distracted by AI Hype
Everyone’s slapping “AI-powered” on the homepage now. The reality? Most of the value still comes from basic data hygiene and workflow automation. “AI” is only as good as the underlying data.
If a vendor can’t show you how their magic works—or what data it’s based on—assume it’s mostly marketing.
8. Price: The Elephant in the Room
No, you’re not going to find a public price list. But push for a real quote early. Pricing is often based on: - Number of records you enrich/sync - Number of seats/users - Platform modules/features - Integration complexity
Be honest about your needs so you don’t overpay. And get clear on renewal terms—these tools love to “auto-renew” at higher rates.
9. The Final Gut Check: Will Your Team Actually Use It?
The best tool is the one your team will actually use. Fancy features are useless if everyone defaults back to spreadsheets. Run this checklist: - Can your sales reps find what they need quickly? - Will marketing actually adopt the audience tools? - Who’s responsible for keeping things running? - If your admin leaves, is the next person totally lost?
TL;DR: Keep It Simple, Iterate as You Go
Comparing B2B GTM data platforms like Leadspace isn’t about chasing the shiniest tech. It’s about getting the basics right—clean data, easy integrations, and tools your team won’t hate using. Don’t let vendors distract you with buzzwords. Start small, see what actually works for your sales and marketing teams, and don’t be afraid to switch if something better comes along. Most of all: keep it simple, measure real impact, and tweak as you go.