If you’re in sales ops, revenue, or just trying to help your team actually hit quota, you know B2B GTM (go-to-market) software is everywhere. Every tool claims to “accelerate pipeline” or “unlock revenue teams.” Most don’t say how. And there’s nothing worse than paying for a fancy dashboard only to watch your reps ignore it.
This guide is for anyone who’s tired of the hype and just wants to pick a few tools that actually help sales do their job. Let’s break down how to compare GTM software for sales teams—what matters, what doesn’t, and how to avoid buying shelfware.
1. Decide What Problem You’re Really Trying to Solve
Before you start demoing platforms, get painfully clear on your main problem. Don’t let flashy features distract you.
Common problems to solve: - Lead routing is slow or messy - Reps waste time looking up info in five tabs - Forecasts are always off - You don’t know which deals are real - Coaching is inconsistent or random
Write your problem down in plain English. If you can’t, you’re not ready to evaluate software. GTM tools are just tools—they won’t fix process problems, broken data, or missing leadership.
Pro tip: If your main pain is “reps just won’t use the CRM,” don’t expect a new tool to magically change that. Focus on adoption and process first.
2. Map Out the Core Categories (Ignore the Buzzwords)
GTM software is a catch-all term. Vendors will tell you they do everything, but most tools fit into a few buckets:
- Sales Engagement: Automate email, call, and task flows (e.g., Outreach, Salesloft)
- Conversation Intelligence: Record and analyze calls (e.g., Gong, Chorus)
- Forecasting & Pipeline Management: Better visibility, less spreadsheet hell (e.g., Clari, InsightSquared)
- Revenue Intelligence: Combines data from CRM, email, and more to spot risks (e.g., People.ai, Revenue.io)
- Sales Coaching: Delivers feedback, tracks skills, and helps managers coach (e.g., Aisalescoach, Mindtickle)
- Lead Routing & Enrichment: Get the right leads to the right reps, fast (e.g., LeanData, Chili Piper)
- Enablement & Content Management: Centralize decks, playbooks, and more (e.g., Highspot, Seismic)
Don’t get caught up in category creep. Most “platforms” are really strong at one thing, mediocre at others.
What to ignore:
- Claims of “end-to-end” GTM platforms (usually means “jack of all trades, master of none”)
- AI hype with no clear workflow (if it doesn’t save time or drive action, skip it)
- Integrations you don’t actually need
3. Make a Short List Based on Your Stack
Take stock of what you already use—especially your CRM. Most B2B sales teams are built on Salesforce, HubSpot, or Microsoft Dynamics. Your GTM tool has to play nice with your CRM and, ideally, other core software (email, calendar, dialer).
How to shortlist: - Search for tools that have real, deep integrations with your CRM (not just “connects to”) - Ask your reps and frontline managers what tools they hate or love (you’ll learn more than any analyst report) - Check LinkedIn or forums like RevGenius for unfiltered feedback - Rule out tools that overlap heavily with what you already have (unless you want to replace something)
Red flags: - Integration requires lots of manual data mapping or custom code - The vendor’s “integration” is a one-way sync or just a CSV export - No mobile support (if your reps use mobile)
4. Dig Into Real-World Usability (Not Just Demos)
Every vendor demo looks slick. The real question: Will your reps actually use it? And if so, will it make them faster, more effective, or just busy?
What to check: - How many clicks to complete a core task? - Can reps do their job from one screen or are they bouncing between tabs? - Is reporting actually self-serve or will you need a Salesforce admin for every tweak? - Does it slow down the team with pop-ups, alerts, or “insights” no one asked for?
Ask for: - A real sandbox trial with your own data (not a generic demo org) - References from companies your size, in your industry, using your CRM - Usage stats (what % of reps use it daily/weekly? How long to ramp up?)
Reality check:
If your reps complain about “yet another tool,” listen to them. Adoption is everything. The fanciest features are worthless if no one logs in.
5. Compare Pricing (And Watch for Gotchas)
Pricing for B2B GTM tools is usually opaque—think “contact sales” or “custom quote.” Dig past the sticker price.
What to watch for: - Per-user vs. platform fees (some tools get expensive fast as you scale) - Upcharges for integrations, admin seats, or API access - Minimum user counts or annual commitments - “Hidden” onboarding or support fees (these can sting)
How to compare: - Get all-in pricing in writing, including setup and renewal terms - Ask about real-world usage tiers (can you add/remove users easily? Any penalties?) - Don’t be afraid to negotiate—most vendors expect it
Pro tip:
If a vendor won’t give you clear pricing or tries to rush you into a multi-year deal, walk away.
6. Look for Evidence of ROI—Not Just Claims
Every tool promises higher revenue or faster deals. Push for proof.
How to test ROI: - Ask for customer case studies with actual numbers (not just “improved productivity”) - Request benchmarks: How much did ramp time, win rates, or forecast accuracy move? - Run a short pilot with a single team before rolling out org-wide
What’s real:
- Faster onboarding for new reps
- Less admin work for sales ops
- Fewer missed follow-ups or dropped leads
- More accurate forecasts
What’s B.S.:
- “10x pipeline growth” with no baseline
- “AI-powered magic” that’s just auto-tagging emails
- Vague promises about “sales transformation” without details
7. Don’t Forget Change Management
No tool fixes a broken process or drives adoption on its own. Plan for rollout.
Tips for making it stick: - Involve frontline reps and managers in the buying process - Pick “champions” who can help train and troubleshoot - Keep the rollout simple—don’t turn on every feature at once - Set up clear success metrics (adoption, time saved, fewer errors)
If you can’t resource proper onboarding and support, wait until you can. Otherwise, you’ll just end up with another unused login.
8. Trust Your Gut—And Iterate
All the research in the world won’t tell you exactly how a tool will work for your team. Go in with eyes open, keep your requirements list tight, and don’t be afraid to pull the plug if something’s not working.
Key Takeaways
- Be clear about the problem you want to solve before you shop
- Ignore buzzwords and “all-in-one” promises—focus on what you’ll actually use
- Insist on real integration, usability, and proof of ROI
- Take your time, start small, and don’t be afraid to switch if needed
There’s no perfect tool—just the right tool for right now. Keep it simple, check in with your team, and don’t let the hype cloud your judgment. Good luck.