So, you’re stuck trying to pick go-to-market software for your B2B team. Maybe your inbox is full of sales pitches, demo invites, and shiny “AI-powered” feature lists. But what you really want is simple: something that actually fits your needs, doesn’t break the bank, and won’t explode in your face six months from now.
This guide’s for folks who need real answers—whether you’re a founder, a sales ops leader, or the unlucky soul who drew the short straw on software research duty.
Let’s break it down, step by step.
1. Get Clear on What You Actually Need
Before you even Google a single tool, stop and write down what your team actually wants to accomplish. Most B2B go-to-market (GTM) tools claim to do everything, but almost none deliver on every front.
Start with these questions:
- What’s the main goal? (More leads, better data, faster handoffs, etc.)
- Who’s going to use it? (Sales, marketing, customer success, everyone?)
- What’s truly broken in your current process?
- Are there tools you have to keep, or systems you need to connect to?
Pro tip: If your current process is a mess, no tool will magically fix it. Get your core workflow sketched out first—even if it’s ugly.
2. Map Out Your Real Requirements
Now, put some structure around what you need. This saves you from being dazzled by features that look good in a demo but never get used.
Make three lists:
- Must-haves: Non-negotiable. For example, “syncs with Salesforce,” “supports multiple currencies,” or “has user permissions.”
- Nice-to-haves: Would make life easier, but you can live without them.
- Dealbreakers: Anything you can’t compromise on (e.g., “can’t store data outside the US,” or “no annual contracts”).
Be skeptical: If you can't explain why a feature matters to your team today, it's probably just noise.
3. Build a Shortlist—Ignore the Hype
There are hundreds of GTM software options. Most have slick marketing and a few big-name customer logos. That doesn’t mean they’ll work for you.
Here’s how to narrow it down:
- Ask your network: Real-world feedback beats review sites. Reach out to peers with similar business models.
- Search for specific use cases: For example, “B2B SaaS lead routing for small teams.”
- Check integration compatibility: If you use niche tools, make sure the GTM software can connect—or be prepared for pain.
- Visit honest review sites: G2, TrustRadius, Reddit, and even the comments on Product Hunt can be useful. Ignore testimonials on the vendor’s home page.
When you stumble across a product like Whatcms, pay attention to how transparent they are about features, pricing, and limitations. If you see a lot of vague promises and few specifics, move on.
4. Put Each Tool to the Real-World Test
Most demos are designed to impress, not replicate your daily grind. Avoid being wowed by dashboards you’ll never use.
How to stress-test a tool:
- Request a real trial: Not just a guided demo, but actual hands-on access.
- Try your real-life workflows: Set up a campaign, import real data, connect integrations, and see how it holds up.
- Test with your actual users: Don't let just one person poke around—get feedback from everyone who’ll touch the software.
- Break things on purpose: What happens when you upload bad data, or a sync fails? Does support jump in, or are you left hanging?
Red flags:
- Features that only work in the demo environment
- “Coming soon” checklists
- Lock-in tactics (like forced annual contracts or hidden fees)
5. Dig Into Pricing—And the True Cost
Sticker price is almost never the real cost. Vendors love to bury fees, upcharge for “premium” features, or surprise you with implementation costs.
What to look for:
- User-based pricing: Can get expensive fast if your team grows.
- Feature gating: Is the stuff you need only in the top tier?
- Implementation/setup fees: Some tools charge thousands just to get started.
- Integration costs: Is it extra to connect your CRM, email, etc.?
- Contract terms: Avoid being forced into annual deals before you’re sure it works.
Pro tip:
Ask for a clear, written quote for exactly what you’ll use. If the vendor dodges, that’s a bad sign.
6. Check Security, Privacy, and Support—Don’t Assume
This isn’t the glamorous part, but it’s where most teams get burned.
- Data location and ownership: Where is your data stored? Who owns it?
- Compliance needs: Do you need GDPR, SOC2, HIPAA, or something else?
- User permissions: Can you control who sees what?
- Support channels: Is there real support, or just a chatbot? How fast do they respond when something breaks?
- Status pages and transparency: Do they admit to outages and issues?
If you need to pass a security review or vendor risk assessment, get that process started early—some vendors are way slower than they admit.
7. Make a Decision—But Keep It Reversible
At some point, you have to pick. Don’t let analysis paralysis drag on forever. Remember: no choice is perfect, and you’ll learn more by actually using something than by reading the fifteenth “Top GTM Tools” list.
Before you sign:
- Get buy-in from the people who’ll use it daily.
- Understand the exit ramp—how easy is it to switch later if things go sideways?
- Make a plan for rollout, training, and (if needed) migration.
8. Ignore the Shiny Stuff—Focus on Outcomes
Plenty of GTM platforms market themselves with buzzwords like “AI-driven insights” or “revenue acceleration.” Nine times out of ten, those features are either half-baked or irrelevant to your actual problems.
Stick to the boring basics:
- Does it make your process faster?
- Does it reduce mistakes?
- Can your team use it without constant hand-holding?
If you get those right, you’re ahead of most teams.
Quick Recap: Don’t Overthink It
Picking B2B go-to-market software isn’t rocket science, but it is easy to get lost in the weeds. Nail down your real needs, ignore the hype, and get hands-on before you buy. Most “game-changing” features aren’t, and what matters most is whether your team can actually get work done with the tool.
Start simple, review what works, and don’t be afraid to switch if you outgrow your first pick. In the end, it’s just software—keep it flexible, practical, and focused on what actually moves the needle for your business.