If you’re leading a sales team (or stuck picking the software for one), you already know: there’s no shortage of B2B “go to market” (GTM) tools out there, each promising to be the secret sauce for your next quarter. But most of these tools sound the same, and it’s easy to get lost in a sea of buzzwords and feature lists. This guide is for sales leaders, ops folks, and hands-on sellers who want a clear, practical way to compare Ring with other B2B GTM software—so you can make a decision that actually helps your team sell, not just burn budget.
Step 1: Get Clear on What Your Team Actually Needs
Before you get dazzled by dashboards and AI-powered widgets, stop and ask: what are the real problems your team faces every day? This isn’t about ticking feature boxes; it’s about fixing pain points.
- Map your sales process: Where do deals get stuck? Where do reps waste the most time?
- List your must-haves: What do you need now for your team to hit quota? (Examples: better lead routing, call recording, pipeline visibility.)
- Identify your nice-to-haves: Stuff that would be cool, but isn’t mission critical.
- Reality check: If you can’t explain to your boss in one sentence why you need a new GTM tool, you’re not ready to shop.
Pro Tip: Ask your reps for their top three daily annoyances. The answers are usually more revealing than a spreadsheet of features.
Step 2: Understand What Ring Actually Does (and Doesn’t Do)
Let’s talk specifics. Ring pitches itself as a B2B GTM platform, but every vendor defines that differently. Here’s what you should look for:
- Core strengths: Where does Ring shine? Is it sales engagement, pipeline management, analytics, or integrations?
- Gaps and limits: What can’t it do? (No software does it all—ignore anyone who says otherwise.)
- How it fits: Does Ring replace several tools, or just one small part of your stack?
What works: If Ring offers deep integration with your CRM, simple setup, and fast onboarding, that’s worth more than 100 “AI-powered” features you’ll never use.
What doesn’t: If it’s missing key integrations or has a clunky interface, your team will resist it, no matter what the demo shows.
Step 3: Compare Apples to Apples—Not Buzzwords to Buzzwords
Most GTM tools claim to do everything. Here’s how to cut through the noise:
- Break down features by workflow: For example, outbound calling, lead enrichment, pipeline tracking, reporting, etc.
- Score each tool on what matters to you: Make a simple table. Don’t just count features—rate how well each tool solves your team’s specific problems.
- Ignore vanity metrics: “Our users increase productivity by 67%!” means nothing unless you see it yourself.
| Feature/Workflow | Ring | Competitor A | Competitor B | |-------------------------|--------------|--------------|--------------| | CRM Integration | Yes, native | Yes, limited | No | | Sequence Automation | Yes | No | Yes | | Reporting/Analytics | Basic | Advanced | Basic | | Call Recording | Yes | Yes | No | | Ease of Use | High | Low | Medium |
Pro Tip: Focus on depth over breadth. Ten features that work well beat 50 that sort of work.
Step 4: Get Real About Integration and Setup
The best tool on paper is useless if it takes six months to get running or won’t play nice with your existing stack.
- How long to get live? Ask for concrete rollout timelines from every vendor.
- What’s the setup cost? Is it plug-and-play, or will you need consultants (at $200/hr) for “customization”?
- Integration depth: Does it actually sync data both ways with your CRM, or just push CSVs around?
- User adoption: Can your least tech-savvy rep figure it out in a day, or will you eat weeks of training?
What works: Simple, real integrations that don’t break when your CRM updates.
What doesn’t: Tools that require “change management” consultants or have a support queue longer than your sales cycle.
Step 5: Test with Your Real Data, Not Just a Demo
Demos are designed to look slick. The real test is how the software works with your messy, real-world data and processes.
- Insist on a trial: Even a short pilot with your actual team will surface issues fast.
- Use your own workflows: Don’t just follow the vendor’s scripted demo.
- Track adoption: Who’s actually using it after the first week? If your top sellers aren’t, ask why.
Pro Tip: If a vendor balks at a real pilot or only wants to show you canned data, that’s a red flag.
Step 6: Total Cost—Not Just License Fees
Most GTM software pricing pages are a maze. Here’s what to watch out for:
- Hidden costs: Implementation, training, integrations, support tiers—these add up.
- Per-user vs. flat pricing: Which fits your team’s growth plans?
- Contract lock-in: Are you stuck for a year if it doesn’t work out?
- Scalability: Will costs explode if your team doubles?
What works: Transparent, predictable pricing with no “surprise” fees down the line.
What doesn’t: “Custom quote” models where you don’t really know what you’ll pay until it’s too late.
Step 7: Dig Into the Vendor’s Support and Roadmap
After the sale, support quality matters more than feature promises.
- Support responsiveness: How fast do they respond, really? Ask for customer references and check.
- Self-serve resources: Is there a real knowledge base, or just a handful of outdated articles?
- Roadmap honesty: Is the vendor clear about what’s coming (and what’s not), or do they promise everything to close the deal?
Pro Tip: Browse their community forums or online reviews—not just the cherry-picked testimonials.
What Matters (and What Doesn’t) When Comparing GTM Tools
Matters: - Actual fit with your workflow - Speed to value (how quickly your team benefits) - Integration with your existing stack - Real adoption by your team
Doesn’t matter: - Number of features you’ll never use - Slick marketing or “thought leadership” - Hype about AI or “revolutionary” tech that doesn’t solve your day-to-day problems
Keep It Simple, Iterate, and Don’t Fall for Hype
Picking the right GTM tool—whether it’s Ring or something else—should make your sales team’s lives easier, not harder. Don’t try to solve everything at once or chase every shiny feature. Get clear on your needs, run a real test, and focus on what actually moves deals forward for your team.
Remember: No software will magically fix a broken process or an unclear sales strategy. Use these tools to support your team, not distract them. Pick one, give it a real shot, and adjust as you go. That’s how you actually help your sales team win—no buzzwords required.