If you’re responsible for picking go-to-market (GTM) software for your B2B sales team, you know the drill: Everyone claims their solution will “transform” your revenue engine, but most demos feel like déjà vu. Maybe you’ve got Varicent on your shortlist, or maybe you’re just sick of slogging through feature matrices. This guide is for folks who want to cut through the noise and find out what really matters when comparing Varicent and similar GTM tools.
Step 1: Get Clear On What “GTM Software” Means (And Doesn’t)
Let’s be real: “GTM software” is a catch-all term. Most vendors stretch it to fit their product. Before you even look at specific tools, know what you actually need:
- Core GTM software for B2B sales teams usually means platforms for things like:
- Sales performance management (SPM)
- Incentive compensation
- Territory and quota planning
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Sales analytics and forecasting
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What it’s not: Your CRM (like Salesforce), your marketing automation, or your pipeline tools. Some GTM solutions integrate with these, but they’re not a replacement.
Pro tip: Write down the three biggest problems your sales org has right now (e.g., “We have no idea if comp plans are driving the right behavior,” or “Our sales forecasting is a mess”). Use these as your north star; ignore anything that doesn’t help solve them.
Step 2: Make a Realistic Shortlist—Don’t Trust the Hype
You’ll hear the same names over and over: Varicent, Anaplan, Xactly, Salesforce (for some things), and a dozen “AI-powered” newcomers. Here’s how to vet them:
- Focus on fit, not fame. Just because a tool is big in the enterprise doesn’t mean it works for your team size or complexity.
- Look for customer stories that match your reality. A Fortune 50 case study isn’t helpful if you’re a mid-market SaaS company.
- Beware of “all-in-one” claims. Most “platforms” are really good at one or two things, and just OK at the rest.
Shortlist Template:
- Varicent
- Xactly
- Anaplan
- CaptivateIQ
- Spiff
- [Your wildcard or niche vendor]
Ignore the rest for now. You can always come back if you find a gap.
Step 3: Compare the Right Features (Not Just What’s on the Website)
You’ll see endless checklists of features. Most of them are there because someone’s competitor added them. Here’s what actually matters for B2B sales teams:
1. Compensation Plan Flexibility
- Can it handle your comp plans without custom code or workarounds?
- How easy is it to make changes mid-year?
- Does it support SPIFFs, accelerators, multi-currency, and exceptions?
Honest take: Most tools claim “flexible comp plans,” but some make you hire their consultants for every tweak. Ask to see how you’d actually build your most annoying plan.
2. Territory and Quota Management
- Can you model territories visually?
- How hard is it to run “what-if” scenarios?
- Does it let you assign, reassign, and approve changes without breaking everything?
Watch out: Some solutions treat territory management as an afterthought. If your org changes territories a lot, this is a deal-breaker.
3. Reporting and Analytics
- Are reports actually usable by sales managers, or just admins?
- Can you drill down to see comp details, attainment, and progress—without exporting to Excel?
- Real-time or lagging data?
Reality check: If you’re still exporting to Excel every week, the fancy dashboards don’t matter.
4. Integration with Your Stack
- Does it actually integrate with your CRM (not just “we have an API”)?
- How much IT help do you need to get data flowing?
- What breaks if you upgrade Salesforce or change your ERP?
Pro tip: Ask for a customer reference who uses your exact CRM and see how they set it up.
5. User Experience
- Will your managers and reps use it, or avoid it?
- Is it mobile-friendly?
- How’s the admin interface—do you need a PhD to change a comp plan?
Warning: A slick UI demo can hide a clunky admin backend. Ask for a sandbox or admin walkthrough.
6. Implementation and Support
- How long does it really take to go live?
- What’s included in onboarding? (Is it DIY, or do they help?)
- Is support any good after you sign the deal?
Honest take: Most horror stories are about implementation, not software features. Get specifics.
Step 4: Dig Into Pricing—And Watch for Traps
No one likes talking about pricing, but this is where things get sneaky.
- Per-user vs. per-plan vs. enterprise pricing: Make sure you know what “user” means (admin, manager, rep?) and what counts as a “plan.”
- Implementation fees: Some tools charge low annual fees, but make it up with huge onboarding or customization costs.
- Change fees: Will you pay extra every time you update a plan, territory, or report?
Pro tip: Get a total cost of ownership estimate for three years, not just year one. Ask for real quotes based on your actual team size and needs—not “typical” customers.
Step 5: Get Hands-On—Don’t Rely on Demos Alone
Demos are designed to impress, but they rarely show how the sausage is made. Here’s how to go deeper:
- Get a sandbox or trial. Try building a real comp plan or running a territory change.
- Bring in frontline users. Let your sales ops or finance folks break things.
- Test integrations. If you use Salesforce, see what it takes to sync data both ways.
Reality check: If you can’t get hands-on access, or everything takes days to configure, you’ll pay for it later.
Step 6: Talk to Real Customers—And Ask the Awkward Questions
Case studies are marketing. Real customers tell the truth (or at least more of it). Ask for references from:
- Companies your size, in your industry
- Teams with similar comp plan complexity
- Customers who switched from the tool (if you can find them)
Questions to ask: - What’s the one thing you wish you’d known before buying? - How often do you need vendor support, and is it good? - What’s broken or annoying that you just live with now?
Step 7: Score What Matters to You, Not What Vendors Push
At this point, you’ll have a pile of notes and a few favorites. Make a simple scorecard based on your top priorities (the ones you wrote down at the start):
- Assign real weights: If comp plan changes are 50% of your pain, make that count.
- Ignore “nice-to-haves” if they won’t move the needle.
- Gut check: If you’re excited by a feature but it doesn’t solve a real problem, cross it off.
Pro tip: If every tool scores low on something, it’s probably an industry-wide pain. Don’t expect miracles—just pick the least painful option.
Stuff to Ignore (Seriously)
- AI and “predictive” everything: Unless you have clean data and clear use cases, most AI features are window dressing.
- “Best-in-class” awards: These are often pay-to-play or based on vendor submissions.
- Roadmap promises: Only buy what exists today. Roadmaps change, and so do priorities.
Quick Comparison: Varicent vs. The Field
Let’s be direct. Here’s how Varicent stacks up, based on real-world feedback:
Varicent Pros: - Mature platform, especially for complex compensation and enterprise needs - Strong territory and quota modeling - Deep integration options (but may require IT help) - Flexible reporting if you put in the work
Varicent Cons: - Can be pricey, especially for smaller teams - Implementation can be long and requires good project management - Some users find the admin interface dated compared to newer tools
How It Compares: - Xactly: Similar strength in comp, a bit more user-friendly, but less flexible for unique plans. - Anaplan: Great for modeling, but can be overkill unless you need planning across departments. - CaptivateIQ/Spiff: Slick UI, faster to deploy, but may hit limits with very complex plans or large scale.
Final Thoughts: Don’t Overthink It—Just Solve Your Team’s Real Problems
You’re not picking a life partner; you’re looking for a tool that makes your sales team’s life easier (and maybe your own). Focus on your top problems, get hands-on, and don’t let shiny features distract you.
Start simple. Get feedback. Iterate. The perfect GTM solution doesn’t exist—but the right one will help your team spend less time wrestling with software, and more time closing deals.