If you’re leading a revenue team or stuck in the weeds of B2B sales ops, you’ve probably heard about Propensity and a dozen other "game-changing" go-to-market tools. Everyone claims to be the answer to your pipeline prayers. Most aren’t. This guide is for anyone tasked with sorting real value from vendor noise—whether you’re hands-on in sales, running RevOps, or just sick of seeing every SaaS pitch sound the same.
Below, you’ll get a clear, step-by-step way to compare Propensity to other B2B go-to-market software. We’ll focus on what actually moves the needle when you’re picking tools for your revenue team, and what’s just marketing fluff.
Step 1: Get Clear on What Problem You’re Actually Trying to Solve
Before you start comparing features or sitting through demos, nail down what you’re hoping to fix or improve. Most go-to-market software solutions promise to increase pipeline, improve targeting, and boost win rates. But those are outcomes, not problems.
Ask yourself: - Is your team struggling with lead prioritization? - Are reps drowning in data, but not sure what’s actionable? - Do you need better reporting, or just something easier to use? - Is adoption the real blocker because your current stack is too complex?
Write down your top 2-3 pain points. If a solution doesn’t directly address them, it’s probably not worth your time—no matter how slick the UI.
Pro tip: Don’t get distracted by “AI” or “machine learning” unless you know why you need it. Most teams just want to know who to call next, not debate algorithms.
Step 2: Map Out the Core Capabilities You Actually Need
Now, turn those pain points into a short, real-world requirements list. Here’s a practical way to think about it:
- Must-haves: What features or workflows are non-negotiable? (E.g., Salesforce integration, lead scoring, automated routing)
- Nice-to-haves: What would make your life easier, but you can live without? (E.g., Slack alerts, Chrome extension)
- Things to avoid: What do you not want? (E.g., Yet another system to log into, hidden/unclear pricing)
For Propensity, the core pitch is that it uses data science to surface accounts and leads most likely to convert. If that’s what you need, great. But if you actually need end-to-end deal management, or deep enrichment of contact data, you’ll want to see how Propensity stacks up against tools built for those jobs.
Here’s a quick rundown of common categories in B2B go-to-market software:
- Predictive lead scoring (Propensity’s lane)
- Account prioritization
- Sales engagement (think Outreach, Salesloft)
- Data enrichment (Clearbit, ZoomInfo)
- Pipeline analytics (Clari, InsightSquared)
- Revenue intelligence (Gong, Chorus)
No tool does it all well, regardless of what the sales decks say.
Step 3: Dig Beneath the Demos—How Does Propensity Actually Work, and How Does That Compare?
Demos are designed to impress. Most vendors show cherry-picked data and perfect workflows. Here’s what to really look for:
Ask for a real-life walkthrough: - Will Propensity show you your leads/accounts, or just a sandbox? - How long does it take to see value after setup? (Not just “time to implement,” but “time to actual impact”) - Can you adjust the scoring model, or is it a black box? - How does it handle bad or missing data?
Compare apples to apples with other tools: - Most predictive lead tools talk about “AI” but rely on rules-based scoring under the hood. - Some platforms bolt on lead scoring as an afterthought—see if it’s core or an upsell. - Pure data enrichment tools might give you more contacts, but not tell you which are worth your time.
What to ignore: - Flashy dashboards with no clear action items - Vague “sentiment analysis” or “insights” that don’t tie to specific next steps - Promises of “autonomous revenue teams”—nice idea, not a real thing today
Step 4: Pressure-Test Integrations and Workflow Fit
Even the best tool is useless if it doesn’t fit how your team actually works. Here’s what to check:
- CRM integration: Does Propensity write scores and recommendations back to Salesforce (or your CRM of choice) in a way that’s actually usable, or is it just a sidebar widget?
- Workflow compatibility: Will your reps need to change their daily flow, or does Propensity slot into what they already do?
- Data hygiene: Does it help improve the quality of your CRM data, or just layer noise on top?
- Reporting: Are the results visible to the people who care—frontline reps, managers, ops folks? Or is it buried in another dashboard?
Reality check: Most sales teams ignore tools that add friction. If your reps are already ignoring your current lead scoring solution, don’t expect them to suddenly care about a new one—unless it’s genuinely easier or more useful.
Step 5: Dig Into Pricing, Contracts, and Expected ROI
Lots of vendors (including Propensity) avoid putting pricing on their site. Don’t be shy about asking for a ballpark figure early. Here’s how to keep it grounded:
- Transparent pricing: Ask for a clear quote based on your actual team size and use case. Watch out for per-seat fees that balloon fast, or required “platform” subscriptions.
- Pilot options: Can you try before you buy—with your data? If not, why not?
- Implementation costs: Is there a setup or onboarding fee? Who does the heavy lifting—your team, or the vendor’s?
- ROI evidence: Ask for case studies or customer references with similar motion/scale to yours. Ignore “300% ROI!” claims without real numbers behind them.
Pro tip: If the vendor can’t clearly explain how you’ll see value in the first three months, that’s a red flag. Avoid long contracts unless you’re sure.
Step 6: Check References, Not Review Sites
G2 and Capterra are full of paid placements and “anonymous” reviews. Instead:
- Ask the vendor for references who are actually using the tool—ideally in your industry or with a similar sales motion.
- Reach out to your network directly. Someone always knows someone.
- Ask pointed questions: What was the ramp-up time? Did you see adoption by the team? What’s the support like when things break?
You’ll get more honest feedback in a five-minute phone call than a dozen online reviews.
Step 7: Make a Shortlist and Run a Real-World Test
Once you’ve narrowed it down to Propensity and 1-2 others, do a quick pilot or side-by-side trial:
- Use real reps, real accounts, and your actual workflow.
- Don’t let the vendor run the whole show—do some testing yourself.
- Track adoption and outcomes, not just “feature coverage.”
Don’t fall for the “but our roadmap will do that soon” trap. Buy for what exists today, not what’s promised for next quarter.
Wrapping Up: Don’t Overthink It—Start Simple, Iterate Fast
Choosing go-to-market software shouldn’t take months. Most revenue teams get more value from a solution that’s “good enough and adopted” than from chasing the mythical perfect platform. Pick the tool that best fits your biggest pain point, doesn’t make life harder, and can show results quickly.
If Propensity delivers on what you need, great. If not, move on. No tool will fix broken process or management—so keep the tech stack simple, and focus on what your team will actually use. The best results come from iterating in the real world, not obsessing over feature lists.
Good luck, and remember: software should make your life easier, not more complicated.