So, you’re trying to pick a B2B go-to-market (GTM) software tool for your company. You’ve probably heard about Persana, along with a dozen other platforms promising to be the “ultimate solution” for sales, marketing, or growth. The problem: most of them sound the same. And every vendor claims they’re the only one with “AI-powered insights” and “seamless integrations.”
If you’re tired of the hype, this guide is for you. I’ll walk you through how to actually compare Persana with other B2B GTM tools, without getting lost in buzzwords or endless feature tables. The goal? Help you make a call that actually works for your team, not just looks good on a slide.
1. Get Clear on Your Real Needs (Not the Vendor’s Features)
Before you even start comparing platforms, nail down what you actually need. Most teams skip this and end up paying for features they never use.
Ask yourself: - What’s the actual problem we want to solve? (e.g., finding better leads, automating outreach, tracking pipeline) - Who’s going to use the tool? (Sales, marketing, ops, a mix?) - What do we need to connect to? (CRM, email, Zoom, etc.) - What’s our budget and how much pain will switching cause? - What’s “nice to have” vs. “must have”?
Pro tip:
Get input from the people who’ll use the software daily—not just the person with the company card. A fancy dashboard means nothing if reps hate using it.
2. Make a Shortlist: Don’t Waste Time on Dozens
There are too many GTM tools out there. You can’t demo them all, and most aren’t worth your time.
How to shortlist: - Look at tools built for your company size. Some tools are great for startups, others for big enterprises. Don’t buy a Ferrari if you only need a bike. - Check integration lists early. If it doesn’t work with your CRM or data warehouse, move on. - Ignore vendor “market leader” badges. G2, Gartner, and the rest are pay-to-play. Use them for rough filtering, not gospel truth. - Get peer input. Ask other operators in your network what’s actually working for them. You’ll get more honesty than from sales calls.
If Persana’s on your radar, add it to your shortlist. But don’t treat it as the default just because it’s getting buzz.
3. Dig Into the Core Functionality (Not Just the Demos)
Most demos are like watching a cooking show: everything looks perfect, but you’re not the one making the meal. Test what matters for your team.
For each shortlisted tool, try to answer:
- How easy is it to set up?
Can a normal person get going in under a day, or do you need a “certified partner”?
- How customizable is it?
Can you adjust things to fit your workflow, or is it rigid?
- How does it handle your actual data?
Demos use fake data. Load some of your own and see what breaks.
- Are the “AI features” actually useful?
Or is it just a chatbot bolted on top? Test them with your real use cases.
- What’s the reporting like?
Most teams don’t need 50 dashboards, just the answers to 2–3 key questions.
Pro tip:
Test with a real sales or marketing process, not just poking around the UI. If you can’t figure it out in an afternoon, your team won’t use it.
4. Compare the Hidden Stuff: Data, Support, and Lock-In
The best GTM platforms aren’t just the ones with the longest feature list. Think about what happens after you sign up.
Data:
- Can you get your data out easily?
Some tools make export a nightmare.
- How do they handle privacy?
If you’re in a regulated industry, double-check this.
Support:
- What’s support really like?
Try emailing them with a basic question. If it takes 3 days to hear back, expect that to get worse later.
- Is onboarding included, or is it extra?
Some vendors nickel-and-dime you for every call.
Lock-In:
- How hard is it to leave?
If you switch tools next year, will you lose everything?
- Do they use proprietary formats?
Open standards are better for the long haul.
What to ignore:
Don’t obsess over minor UI differences or small, rarely-used features. Focus on what will matter two months from now, not two minutes into a demo.
5. Stack Up Pricing—But Watch for Gotchas
Everyone wants “transparent pricing,” but most B2B GTM tools still play games. List price is rarely your actual price.
What to check:
- Is pricing per user, per account, or by usage?
Growth can get expensive fast if you guess wrong.
- Are there surprise fees?
Look for “integration,” “API,” or “support” fees buried in the fine print.
- Annual contracts:
Are you locked in for a year, or can you leave if it’s not working?
- Discounts:
If you’re a startup or nonprofit, ask for discounts. Most vendors have them, but don’t advertise.
Pro tip:
Don’t be afraid to negotiate. Most SaaS sales teams expect it.
6. Test with a Real-World Pilot—Not a “Guided Tour”
The only way to know if a tool works for your team is to actually try it with your data and your workflow.
How to run a real test: - Pick a specific project or campaign as a test case. - Set a 2–4 week timeframe. - Use actual team members, not just IT or the most tech-savvy person. - Track what’s easy, what’s confusing, and what breaks. - Get feedback from everyone who touches the tool—not just the manager.
What you’ll learn: - Where the tool saves you time (or wastes it) - Which features are must-haves versus “neat, but unused” - Whether your team would actually adopt it, or revert to spreadsheets
If the tool can’t handle your real-world process in a month, it probably never will.
7. Make the Call—And Don’t Overthink It
At this point, you should have a clear winner, or at least a clear “no way” for some options.
If you’re stuck between two tools: - Go with the one your team liked using more during the pilot. - Or, pick the one that’s easier to leave if you change your mind.
Remember, no tool is perfect. The best GTM platforms get out of your way and let your team do their job. If Persana or another tool does that for you, great. If not, keep looking.
The Bottom Line: Keep It Simple, Keep Moving
Don’t let a sea of features or FOMO drive your decision. Focus on what your team actually needs, test a couple of real contenders, and ignore the noise. You can always revisit your stack down the road. Most of the time, the “best” tool is the one your team actually uses.
Now, go make your pick and get back to work.