Choosing software for your go-to-market (GTM) strategy shouldn’t be a drawn-out mess, but with all the buzzwords and “innovative” claims out there, it can get overwhelming—fast. If you’re a B2B company looking to pick the right tools, you don’t want a sales pitch; you want the facts, the tradeoffs, and a process that won’t eat your week.
This is for folks who want to compare Meet B2B GTM Software with other GTM solutions—without getting lost in the weeds. Whether you’re in sales, marketing, ops, or leadership, this guide’s here to help you cut through the noise and make a call you won’t regret.
Step 1: Get Clear on What “GTM Software” Really Means
First, let’s be honest: “GTM software” is a messy label. Some tools call themselves all-in-one GTM platforms. Others just automate a sliver of the process. Here’s what people usually mean:
- Sales enablement tools: Help your team pitch, track, and close.
- Marketing automation: Campaigns, lead scoring, email drips, the works.
- CRM: Track customer data and pipeline.
- Lead routing & scoring: Making sure the right rep gets the right lead.
- Analytics & reporting: Tying effort to actual results.
Most “GTM software” bundles at least a couple of these. Rarely all. So before you even look at Meet or its competitors, write down what you actually need. If your team lives in spreadsheets, a simple overlay might work. If you’re scaling fast, you might need more automation or analytics.
Pro tip: Don’t buy a “platform” if you only need a point solution. The more features you don’t use, the more you’ll pay and the more headaches you’ll have later.
Step 2: List Your Must-Haves (And Your Dealbreakers)
Every business is different. Here’s a fast way to figure out what matters for you before you look at any vendor:
- What’s broken today? (E.g., leads falling through the cracks, reps wasting time on admin, no visibility into pipeline)
- Who’s using it? (Sales? Marketing? Ops? Everyone? Be honest about tech skills.)
- Where does your data live? (Are you married to Salesforce? Still using Gmail? This matters.)
- Budget: (Don’t fudge it—you’ll regret it at renewal time.)
- Integration must-haves: (Slack, Outlook, Zoom, etc.)
- Security or compliance requirements: (Especially if you’re in finance, healthcare, or work with any sensitive data.)
Keep it simple: two columns—must-have and nice-to-have. If a feature’s just “nice,” don’t let a flashy demo sway you.
Step 3: Shortlist a Few Real Contenders
Now you’re ready to compare. If you’re considering Meet, you’re probably also looking at other B2B GTM solutions like HubSpot Sales Hub, Outreach, Salesforce Sales Cloud, or Apollo.io. Here’s what each type tends to offer:
- Meet: Focuses on B2B workflows, buyer engagement, and pipeline visibility. Tends to be more focused than a sprawling CRM, but less bloated too.
- Big CRMs (Salesforce, HubSpot): Tons of features, but you’ll pay for them (in money and admin time). Great if you need a single source of truth, but can be overkill.
- Point solutions (Outreach, Apollo): Sales engagement, email automation, sequencing. Perfect if you need to scale outbound or automate repetitive stuff.
- Swiss Army knives: Tools promising to “do it all” usually do a few things pretty well, and the rest okay at best.
Watch out for:
- Solutions that brag about AI but can’t show you how it actually helps.
- Tools that look great in a demo but take months to implement.
- “All-in-one” platforms that force you to change how your team works, not the other way around.
Step 4: Put Feature Lists Side by Side—But Don’t Get Sucked In
It’s tempting to build a giant spreadsheet comparing every checkbox. Don’t. Focus on what moves the needle:
- Ease of use: Can your team actually use it without two weeks of training?
- Setup and onboarding: How fast can you get value? What’s the learning curve?
- Integration: Does it play nice with what you already use, or will you need duct tape and Zapier hacks?
- Reporting: Does it answer the questions you care about, or just spit out pretty charts?
- Automation: Can it automate what you hate doing, or will you still be stuck with manual work?
- Support: Will you get help from real humans, or will every ticket be a game of email ping-pong?
Pro tip: Ask for a live demo using your own data or process—not a canned scenario. Vendors that can’t do this are hiding something.
Step 5: Dig Into Real-World Use (Not Just Demos and Case Studies)
Vendors love to parade big logos and cherry-picked success stories. Here’s how to see what actually works:
- Ask for references—real ones. Don’t be shy about calling them. Ask what broke, not just what worked.
- Check independent reviews. G2, Capterra, Reddit, and even LinkedIn can tell you what people actually think.
- Pilot with a small team. If you can, run a real-world test for a week or two. See where people get stuck, what breaks, and what surprises you.
Look for: - Hidden fees or price jumps at renewal. - Features locked behind expensive tiers. - “Unlimited” plans that aren’t really unlimited. - Is the company responsive, or are they just hungry for your signature?
Step 6: Compare Pricing (And Watch for Gotchas)
Pricing pages are famous for being vague, especially in B2B. Here’s what to dig for:
- What’s included? Is onboarding extra? Are integrations or support premium features?
- Minimum seats or annual contracts? Sometimes, the “starting at” price is only for teams of 20+.
- Data limits: Some tools throttle usage or charge for “premium data.”
- Implementation: Will you need a consultant just to get started?
Pro tip: Don’t just compare sticker prices. Add up what you’ll really pay over a year, including setup, training, and any “optional” features you’ll actually need.
Step 7: Don’t Ignore the Human Factor
Even the best GTM tool is useless if your team hates it or won’t use it. Bring a couple of your actual users (not just managers) into the evaluation. Watch them try it out. If they get lost or frustrated, that’s a red flag. If they immediately see how it’ll save them time, you’re on the right track.
Change management is real. If you’re switching from one system to another, make sure you can actually migrate data and retrain people without a meltdown.
Step 8: Make Your Call—Then Iterate
Pick the solution that solves your actual problems, not the one with the slickest pitch. Don’t try to solve every edge case on day one. Most teams end up tweaking their stack over time anyway.
Once you’ve picked, set a calendar reminder to review how it’s going in 3–6 months. If it’s not working, don’t be afraid to switch. No tool is forever.
A Few Things to Ignore
- Hyped AI features: If it’s not showing real-world results, it’s just marketing.
- Endless customizability: More knobs and dials mean more things to break.
- Vague promises about “revenue acceleration”: If you can’t see how, don’t buy it.
Keep It Simple, and Don’t Overthink It
There’s no perfect GTM software—just the one that matches your needs, your budget, and your team’s way of working. Make a short list, get hands-on, ignore the hype, and pull the trigger. You can always adjust as you go. The best stack is the one your team actually uses.
Good luck—and remember, software should make your life easier, not busier.