If you’re running a B2B company, you know picking the right go-to-market (GTM) software can make or break your revenue team. But if you’ve started comparing tools like Unifygtm with the sea of other GTM software, you’re probably staring at a tangle of features, fancy dashboards, and marketing fluff.
This guide is for folks who actually have to use these platforms — sales ops, revenue leaders, founders juggling too many hats. Forget the hype. Here’s how to slice through the noise and figure out which GTM tool fits what you really need.
1. Get Clear on Why You’re Shopping for GTM Software
Before you fall for shiny features, nail down what you actually need. Not every B2B company needs the same thing.
Ask yourself: - Are you trying to align sales and marketing, or just get better pipeline visibility? - Is your main pain point lead routing, deal management, forecasting, or something else? - Are you replacing spreadsheets, or ditching a clunky system that everyone hates? - How important is integration with your CRM, enrichment tools, or marketing automation?
Pro tip:
Write down your top 3 must-haves and 3 nice-to-haves. If a platform can’t deliver the must-haves, move on — doesn’t matter how slick it looks.
2. Make a Shortlist: Don’t Compare 10 Tools at Once
It’s tempting to demo every tool under the sun. Don’t. You’ll drown in demos.
How to shortlist: - Ask peers you trust what’s actually worked for them (not what vendors say). - Scan review sites, but ignore the 5-star “game changer!” reviews and look for specifics. - Pick 2–4 tools to evaluate deeply. For most B2B teams, it’ll be Unifygtm, maybe a legacy giant like Salesforce Revenue Cloud, and a couple of newer players (think: Clari, LeanData, People.ai).
If you already have a CRM:
Check which tools are built to play nicely with it. “Integrates with everything” usually means “sort of works with most things, but breaks in weird ways.” Get specific.
3. Break Down Features That Actually Matter (Ignore the Rest)
Most GTM platforms claim to “align sales and marketing” and “unlock growth.” That’s marketing. Here’s what to actually check:
Core Things to Compare
- Lead/account routing:
Does it handle your rules? Can you tweak them yourself, or do you need a consultant? - Pipeline visibility:
Is it just another dashboard, or does it actually help reps and managers see what’s stuck? - Forecasting:
Is it accurate, or does it just spit out pretty charts from incomplete data? - Integrations:
Will it sync with your CRM, enrichment, and marketing tools — or will you be fighting weird sync errors? - User experience:
Can your reps and marketers actually use it without a manual? - Customization:
Can you change stuff yourself, or do you need to pay for every tweak?
Nice-to-Have (But Not Always Critical)
- AI-powered this, predictive that — these are often just fancy ways to say “filters” and “alerts.”
- Built-in analytics — unless it replaces a report you already rely on, don’t get distracted.
Pro tip:
Ask vendors to show you how a real-world process (say, routing leads from a form to a rep) works end-to-end. If it takes 10 clicks, that’s a red flag.
4. Dig Into Unifygtm: What’s Real, What’s Hype
Let’s get specific. Unifygtm bills itself as a modern GTM operating system. Here’s what actually stands out — and what to watch for.
Where Unifygtm Stands Out
- No-nonsense routing:
You can set up and change routing rules yourself, without waiting weeks or learning code. - Pipeline clarity:
You get a single, up-to-date view of deals, accounts, and owners — not a mashup of data that’s stale or “sort of” right. - Fast setup:
Most teams are up in days, not months. (Unlike some old-school platforms.) - Decent integrations:
Plays well with Salesforce, HubSpot, and most of the usual suspects.
What’s Not So Great
- Still maturing:
If you want deep customization or have a weird edge case, you might hit a wall. - Reporting:
Good enough for most, but if your execs love custom dashboards, you may outgrow what’s built in. - AI features:
There are some, but don’t expect magic. It’s mostly smart sorting and suggestions, not true “intelligence.”
Ignore the buzzword bingo.
What matters is whether it’ll take busywork off your team’s plate and actually keep your funnel moving.
5. Put Other GTM Tools Under the Same Microscope
Don’t assume bigger is better. Here’s how to keep your comparison honest:
The Legacy Giants (Salesforce Revenue Cloud, Microsoft Dynamics, etc.)
- Pros:
Tons of features, robust reporting, IT sign-off is easy if you’re already using their stack. - Cons:
Customization usually means consultants. User experience is often clunky. Setup can drag on for months. “Integration” just means “more to maintain.”
The Newer Players (Clari, LeanData, People.ai, etc.)
- Pros:
Smoother UI, some cool automation, often focused on solving one pain point really well. - Cons:
May not cover your whole workflow. Integrations can be shallow. You might end up stitching together multiple tools.
Table Stakes Questions for Every Platform
- Can you actually get support when you need it?
- What does it really cost, including setup, integrations, and user licenses?
- Will your team use it, or will it end up shelfware?
- How do they handle customer data and security — are they actually compliant, or just say so?
6. Run a Real-World Test (Not Just a Demo)
Demos are made to impress. Real usage is where the truth comes out.
How to test: - Ask for a sandbox or trial with your own data. - Try setting up your most annoying GTM process (e.g., lead routing, pipeline review). - Get actual end users (reps, ops, managers) to try it — not just the admin. - Time yourself doing a basic task: if it takes longer than in your current setup, that’s a bad sign.
Pro tip:
If a vendor won’t let you test with your own data, ask why. “Trust us” is not a good enough answer.
7. Make the Choice: Don’t Overthink It
No GTM tool is perfect. If it checks your top must-haves, your team can use it without headaches, and you can afford the true cost, you’re in good shape.
- Don’t let “but what if we need X in 3 years?” stall you out.
- Avoid adding tools just because they look cool in a demo.
- If you’re unsure, start with a pilot or a short-term contract.
Final Thoughts: Keep It Simple, Iterate Fast
Most B2B teams waste months overthinking software buys. Get clear on your real needs, test a couple tools hard, and get moving. If you outgrow your choice later, you can always switch — it’s not a tattoo.
The best GTM software is the one your team actually uses, not the one with the most “AI” or the fanciest logo. Keep it simple, and don’t let the hype distract you from what matters: closing deals, not just closing tabs.