If you’re in sales ops or leading a B2B sales team, you know the pain: too many “game-changing” go-to-market (GTM) tools, each claiming to solve all your problems. Ocean, Gong, Outreach, HubSpot, Apollo, Salesforce, and a dozen others—everyone’s got a pitch, and half the features sound the same. If you’re trying to figure out how Ocean stacks up and what really matters, this guide’s for you. No hype, no jargon—just a practical way to compare these tools so your team doesn’t end up stuck (again) with software no one actually wants to use.
1. Define What You Actually Need—Not What Vendors Say You Need
Before you get lost in demo calls or feature lists, take a beat. Most teams buy software because they’re reacting to a pain point or chasing a trend. Don’t. Instead, ask:
- What real problems are you trying to solve?
(e.g., “Our reps spend too much time logging calls” or “We have no idea which accounts are worth chasing.”) - Who on your team will use this daily?
- What’s absolutely critical, and what’s just nice to have?
Pro tip: Write these down. Specifics matter. “Better reporting” is useless; “I want to see pipeline by rep, updated daily, without exporting to Excel” is actionable.
2. Identify the Main Players (and Why Ocean’s in the Conversation)
There’s no shortage of B2B GTM tools, but the big names most folks compare are:
- Ocean — Focused on GTM strategy, account mapping, and helping teams identify and work the right deals. A newer player, but with a loyal following for its simplicity.
- Salesforce — The big dog. CRM, reporting, automation, integrations. Can do almost anything, but often feels like using a Swiss Army knife to butter toast.
- HubSpot Sales Hub — All-in-one CRM and outbound tool, especially good for small/mid teams. Friendly UI, but less customizable than Salesforce.
- Gong — Conversation intelligence. Records and analyzes calls, helps train reps, and surfaces data on what’s working.
- Outreach & Salesloft — Sales engagement platforms. Sequencing, automated outreach, tracking, and basic reporting.
- Apollo.io & ZoomInfo — Data-first tools for prospecting, finding contacts, and enrichment.
You’ll see overlap. That’s normal. No tool does everything equally well.
3. Break Down the Categories That Actually Matter
Most B2B sales teams care about a handful of things. Here’s how they map to the tools:
a. Account Planning & Mapping
- Ocean: Simple, visual account maps and territory planning. Great if you need reps to focus on the right accounts and see relationships.
- Salesforce: Deep customization, but account mapping often requires add-ons or third-party tools (and a consultant).
- HubSpot: Basic account view; not built for complex mapping.
- Gong, Outreach, Apollo: Not their wheelhouse.
Skip this if your sales are transactional or you don’t work with multi-threaded accounts.
b. Pipeline & Forecasting
- Salesforce: Gold standard for configurable pipeline stages, custom fields, and reporting. But it’s only as good as your data hygiene.
- HubSpot: Easier out of the box, but less power.
- Ocean: Focused on pipeline visibility by account, but lighter than Salesforce. Good if you want clarity without a ton of fields.
- Gong: Adds pipeline insights based on call data, but only as an overlay.
- Outreach/Salesloft: Basic pipeline views; not a true forecasting tool.
What to ignore: Shiny “AI forecasting” claims. Unless you have years of clean data, these are mostly marketing.
c. Activity Tracking & Automation
- Outreach/Salesloft: Best-in-class for multi-channel outreach, sequences, and tracking.
- Salesforce/HubSpot: Decent, but usually needs plugins for true automation.
- Ocean: Focuses more on account strategy than brute-force activity tracking.
- Gong: Tracks calls, but not emails/tasks.
If your team is sending hundreds of emails a week, this matters. If not, don’t overpay here.
d. Data Quality & Enrichment
- Apollo/ZoomInfo: Top for finding contacts, enrichment, and list-building.
- Salesforce/HubSpot: Integrate with data tools, but not a primary focus.
- Ocean, Outreach, Gong: Not designed for this.
Watch out: Data subscriptions get pricey. Check your real need.
e. Usability & Adoption
- Ocean: Praised for clean UI and getting reps to actually use the tool. Less “clicks to nowhere.”
- HubSpot: Friendly, modern interface.
- Salesforce: Powerful, but can overwhelm new users. Adoption is a real challenge without heavy admin effort.
- Gong, Outreach: Good training; adoption depends on your sales process.
If your team hates the tool, it’s worthless. Get hands-on before you buy.
4. Put Their Promises to the Test (Demo Smarter, Not Longer)
Demos are designed to make every tool look perfect. Don’t fall for it. Here’s how to get real answers:
- Bring your workflow. Ask vendors to show how their tool handles your exact process, not their generic demo.
- Insist on hands-on trials. Get a sandbox account and run your own test deal/account through it.
- Ask about integrations. “Does this actually sync with our CRM/email/calendar? Show me.”
- Gauge the setup pain. Can a normal person set this up, or do you need a consultant?
- Don’t get distracted by AI features. Unless you’re already nailing the basics, AI won’t save you.
- Check support and onboarding. Fancy features don’t matter if you can’t get help.
Pro tip: Ask reps, “What do customers complain about?” If they dodge, you’ve got your answer.
5. Consider Pricing—and the Hidden Costs
Sticker price is just the start. Watch for:
- Implementation fees: Some tools (especially Salesforce) can cost more to set up than you’ll pay in licenses.
- Add-ons: What’s truly included? Account mapping, advanced reporting, integrations—often extra.
- User minimums: Some require a minimum number of seats.
- Annual contracts: Lock you in, even if you’re unhappy.
Ocean is typically more transparent and easier to get started with, but always double-check the contract.
6. Shortlist, Pilot, and Get Real User Feedback
Don’t try to compare 10 tools at once. Narrow it down:
- Shortlist 2-3 based on what genuinely fits your needs.
- Run a real-world pilot (2-4 weeks).
- Get feedback from the folks who’ll actually use it—no managers-only testing.
What to ignore: Opinions from people who won’t use the tool daily. It’s easy to love a dashboard you never touch.
7. Make the Call—and Don’t Overthink It
No tool is perfect. Once you’ve seen how Ocean and the others handle your real tasks, pick the one that feels easiest to use, fits your top needs, and won’t make you regret every renewal. You can always adjust next year.
Keep it simple. Fancy features don’t close deals—your team does. Start with what you really need, pilot in the real world, and don’t be afraid to switch if something’s not working. The best tool is the one your team actually uses.