If you’re in charge of picking software for your sales team, you know the drill: every tool claims to be a “game changer.” But when you peel back the marketing, most B2B go-to-market (GTM) platforms look and sound a lot alike. If you’re considering N.rich or comparing it to other GTM software, this is for you. I’ll walk through how to cut through the hype, pick what actually matters, and avoid getting stuck with a tool your team resents.
Let’s get into it.
1. Get Clear on What Your Sales Team Actually Needs
Before you even open up a comparison spreadsheet, slow down. Ignore the vendor pitch decks for a minute. What really matters to your sales team? Not every team needs every bell and whistle.
Quick gut check: - Are you a small team or a big org? - Is your sales process outbound-heavy, inbound-heavy, or both? - Do you already have a tech stack you like, or are you building from scratch? - Where does your team spend (waste) the most time?
Pro tip: Ask your reps what slows them down. The answers are usually more honest than anything you’ll get from a demo.
2. Define the Must-Haves vs. Nice-to-Haves
Not all features are created equal. Write down your non-negotiables and your “would be cool” extras. Here’s a starter list to help you focus:
Common Must-Haves in B2B GTM Tools:
- Accurate account data and segmentation
- Campaign management (multi-channel, easy to set up)
- Integration with your CRM (Salesforce, HubSpot, etc.)
- Reporting that doesn’t make you want to tear your hair out
- User-friendly interface (your team should actually use it)
Nice-to-Haves (for some teams):
- Intent data or predictive lead scoring
- ABM (account-based marketing) features
- Automated outreach or ad management
- AI-powered analytics (just don’t expect miracles)
Don’t let a flashy feature set distract you from what’s actually useful. “AI-driven insights” sound cool—until you realize your team just wants cleaner data and less manual input.
3. Stack N.rich Up Against the Competition
Now that you know what matters, start your side-by-side. Here’s how to compare N.rich to other tools:
a. Core Features
Start with the basics—does each tool do what you actually need?
- N.rich: Known for account-based advertising and intent data, especially if you’re running targeted display ad campaigns. Decent reporting. Integrates with major CRMs.
- Others (like 6sense, Demandbase, RollWorks): Some go heavier on AI and predictive analytics. Some are more focused on orchestration across channels. Check if their “extra” features are things you’ll actually use—or just more stuff to configure.
Red flag: If a tool makes you build tons of custom workflows or relies on “services” to get started, expect a learning curve (and extra costs).
b. Data Quality and Integrations
- How fresh and accurate is the data?
- Can you plug it into what you already use—CRM, marketing automation, reporting?
- Does it require a painful setup?
Honest take: All vendors say their data is “best-in-class.” Look for specifics—last update, data sources, how it handles duplicates.
c. Usability (for Real Humans)
- Is the interface intuitive, or do you need a consultant every time you want to launch a campaign?
- Can a new sales rep figure it out in under an hour?
- Does it take 12 clicks to do something basic?
Pro tip: Sit a junior rep down in front of the trial and watch them use it. That’s your reality check.
d. Pricing—Not Just the Sticker Price
- Are you paying by seats, accounts, ad spend, or something else?
- What’s included, and what’s “extra?”
- Is there a minimum contract or setup fee?
Cynical reality: Some vendors bury costs in “add-ons” (custom integrations, premium support, onboarding). Get specifics in writing.
4. Demos and Free Trials: Trust, But Verify
Every vendor’s demo is a highlight reel. The real test is what happens when you actually use the tool.
What to Do:
- Get a trial with your real data—not a sandbox full of fake accounts.
- Test your top 3-4 use cases: Can you run a campaign, pull a report, sync with your CRM?
- Involve the people who’ll use it daily: Not just the IT person or project lead.
- Push the limits: Try to “break” it. You’ll learn fast where it’s brittle.
What to ignore: Case studies that sound suspiciously like fairy tales. If you can’t replicate it with your data and process, it doesn’t count.
5. Watch Out for the “Shiny Object” Trap
Most B2B GTM software is a mix of genuinely useful features and, well, fluff. Here’s what to sniff out:
- Over-promised AI: If it can’t explain how it scores leads or predicts intent, treat it as a black box (and be skeptical).
- Overcomplicated dashboards: If you need a PhD to read your pipeline, pass.
- Mandatory “services” add-ons: If you can’t use the tool without a consultant, it’s not really SaaS.
Remember: A simple tool your team uses is better than a “powerful” one that collects dust.
6. Ask the Right Questions Before Signing Anything
Don’t get distracted by logos on the vendor website. Here’s what to grill them on:
- How long does a typical rollout take—really?
- What’s your average customer retention?
- How do you handle support? Is there a real person, or just a knowledge base?
- Can you walk me through a customer who was unhappy—and what you did?
- What’s your product roadmap? Is your must-have feature even on it?
Pro tip: If they dodge the hard questions, that’s your answer.
7. Final Gut Check: Will This Actually Make Your Sales Team’s Life Better?
After all the specs and demos, ask yourself:
- Will this cut out busywork?
- Will my team actually log in and use it?
- Does it play nice with our other tools?
- If we ditch it in a year, will it be a nightmare to unwind?
If you can’t answer “yes” to most of these, keep looking.
TL;DR: Keep it Simple, Iterate Fast
Choosing a GTM tool like N.rich or any of its competitors isn’t about ticking off the most features. It’s about what actually helps your sales team close more deals with less hassle. Don’t get lost in marketing fog. Figure out your must-haves, run real-world tests, and don’t be afraid to start small. You can always upgrade later—what matters most is that your team actually uses what you pick.
And if a vendor promises the moon? Ask for a telescope.