So you’re trying to pick the right B2B go-to-market (GTM) software for your sales team. Maybe you’ve heard of Salesintel and a half-dozen competitors—Apollo, ZoomInfo, Cognism, Clearbit, LeadIQ, and so on. They all claim to have the best B2B data, the most integrations, and the “smartest” AI. You want to pick what actually works, not just what’s trending on LinkedIn.
This guide is for sales leaders, ops folks, and anyone stuck with “go evaluate the GTM tools.” I’ll walk you through a clear process for comparing Salesintel with other options, focusing on what actually matters for real sales teams. No buzzwords, no vendor-hype.
Step 1: Get Clear on What Your Team Actually Needs
Before you start comparing features, get brutally honest about what your sales team actually does day-to-day. Most teams don’t need an endless list of features—they need a few things that work well.
Ask your team (and yourself):
- Where do we spend the most time right now? (Prospecting? Research? Manual data entry?)
- What’s our biggest bottleneck? (Bad data? Not enough leads? Slow handoffs?)
- Who’s using this software? (SDRs, AEs, RevOps, marketing, or all of the above?)
- What tools do we already use that this needs to play nice with? (CRM, email, LinkedIn, etc.)
Pro tip: If you can’t get your team to use your current GTM software, don’t assume a new tool will magically fix that. Adoption matters more than “AI-powered intent signals.”
Step 2: Identify the Core Categories That Matter
B2B GTM tools like Salesintel, ZoomInfo, and Apollo try to do a lot. But when you cut through the noise, you’re usually comparing on a few things:
1. Data Quality and Coverage
- Direct dials and emails: How many verified contacts do they actually have in your target industry/region?
- Firmographics and technographics: Is the data deep (real insights) or just surface-level?
- Update frequency: Is the data stale, or do they actually refresh it often?
- Compliance: Are they GDPR/CCPA compliant, or are you risking headaches?
2. Integrations and Workflow
- CRM sync: Does it actually sync with Salesforce, HubSpot, or whatever you use? Or does it just claim to?
- Enrichment: Can it enrich records automatically, or do you need to press a button every time?
- Sales enablement tools: Does it work with your outreach/cadence tools, or will reps just copy-paste anyway?
3. Ease of Use
- Onboarding: Can a new rep figure it out in an hour, or is it a three-week slog?
- Search/filtering: Can you slice and dice the data easily?
- Support: If something breaks, will you talk to a real person or just get a bot?
4. Pricing and Terms
- Transparency: Are prices clear, or is it all “call for quote”?
- Contract traps: Watch for auto-renewals, per-seat minimums, and weird API charges.
- Real cost: Factor in hidden costs—training, change management, and time wasted on bad data.
5. Signals and Extras (But Don’t Get Distracted)
- Intent data, AI scoring, etc.: Most of this is marketing spin. It can help, but only if the basics above are rock solid.
Step 3: Build a No-B.S. Comparison Table
Open a spreadsheet. Make columns for each product you’re evaluating (Salesintel, ZoomInfo, Apollo, etc.). Rows for the categories above. Fill it out honestly—using your needs, not their marketing.
For each vendor, try to answer:
- Data coverage in our ICP: How many real, verified contacts can we actually use?
- Integration with our CRM: Is it plug-and-play, or a pain?
- User experience: Will the team adopt it, or will it be shelfware?
- Total cost: Not just subscription—training, support, and switching costs.
- Support: What’s the real customer service like? (Check review sites, not just the vendor’s promises.)
Watch out: Vendors love vague claims (“the most accurate data!”) and pretty dashboards. Test them with real use cases from your team.
Step 4: Validate with a Real-World Trial
Most of these vendors will let you run a trial or pilot. Here’s how to make it actually useful:
- Set a timer: Don’t let it drag out forever. Two weeks is plenty.
- Give reps real tasks: “Find 50 new accounts in X industry, enrich contacts, sync to CRM.”
- Score for usability: Was it easy or tedious? Did the data check out?
- Check integration: Did everything land in the right place in your CRM? Or did you have to clean up a mess?
- Ask for feedback: What did reps actually use? What did they ignore?
If a vendor pushes back on a trial or demo, that’s a red flag.
Step 5: Dig Into Data Quality (Don’t Just Take Their Word For It)
Every GTM vendor claims to have the “highest quality” data. Reality check: there’s always some junk.
How to test data quality:
- Sample contacts: Export a random batch of leads in your ICP. Have reps call or email. How many bounce? How many numbers are wrong?
- Coverage: Is there depth in your target vertical, or just generic titles?
- Recency: Are job titles up to date? Do they have fresh data for fast-moving industries?
- Compliance: If you’re selling in Europe, are you risking fines by using this data?
- Append rates: When you enrich your own CRM records, how often do they actually fill in gaps?
Real talk: No vendor is perfect. But if you’re seeing more than 10-15% bounce or error rate, be wary of the “98% accuracy” claims.
Step 6: Don’t Get Distracted by Flashy Extras
Intent signals, AI scoring, and predictive analytics are everywhere in vendor pitches. Here’s the truth:
- If your underlying data is weak, these features just make bad data look fancier.
- If your team isn’t consistently using the basics (prospecting, enrichment, CRM sync), extra features won’t magically boost pipeline.
- Some “intent data” is just web traffic noise. Ask exactly where it comes from and if it’s actionable.
If a vendor leads with AI or intent, ask them to show you concrete results from customers like you. If they can’t, move on.
Step 7: Pressure-Test Support and Customer Service
The best tech in the world won’t save you if support is slow or unhelpful.
- Try submitting a ticket or calling support during your trial. How fast do they respond?
- Look for active user communities or knowledge bases. If the only help is a PDF, good luck.
- Ask about onboarding and training. Will they actually help, or just send a link to a video?
Check G2, Reddit, and LinkedIn for honest feedback—ignore the testimonials on the vendor’s own site.
Step 8: Push for Transparent Pricing and Contracts
A lot of GTM vendors play games with pricing and contracts. Here’s how to avoid getting burned:
- Get pricing in writing. Push for a breakdown of costs (per seat, per data export, API calls, etc.).
- Watch for auto-renewal and minimums. Clarify the exit terms before you sign.
- Negotiate. Everyone negotiates in this space, especially if you’re bringing a team.
- Ask for references from similar-sized teams. If they won’t provide them, be wary.
Pro tip: Don’t overbuy. Start with the minimum you need. You can always upgrade later.
Step 9: Make the Decision—But Keep It Simple
After you’ve run a real pilot, checked the data, and talked to your team, don’t overthink it. Pick the product that best fits your actual workflow, budget, and tech stack—even if it’s not the “market leader.”
- Salesintel might be the right fit if you’re looking for a balance of good data, straightforward pricing, and responsive support.
- Or maybe a competitor edges it out for your use case. That’s fine—don’t get caught up in brand wars.
Final Thoughts: Iterate, Don’t Overcommit
No B2B GTM tool is perfect. The best choice is the one your team will actually use, that fits your process, and doesn’t break the bank. Start small, measure real impact, and be ready to switch if the tool isn’t delivering.
Keep it simple. Don’t buy hype. And remember: software should make your sales team’s life easier, not add more busywork. Good luck out there.