If you’re shopping for B2B go-to-market software, you already know the drill: every tool promises to “transform your pipeline,” “unlock revenue,” or “reimagine engagement.” Most of it is noise. You just want something that works, fits your stack, and makes your team’s life easier—not a shiny toy that sits idle after month two.
This guide is for folks who make real buying decisions: sales ops, revenue leaders, founders, and anyone tired of vague demos and endless hype. We’ll walk through how to actually evaluate these tools, what matters, what to skip, and use Ubique Live as a hands-on example.
Step 1: Get Clear on the Problem You’re Solving
Before you compare features or pricing, nail down the actual problem you need to fix. B2B software is notorious for being a “solution in search of a problem.” Avoid that trap.
Ask yourself: - Where are we leaking the most revenue or wasting the most time right now? - Is the bottleneck in lead gen, qualification, handoff, or follow-up? - Do we need better data, smoother workflows, or just fewer clicks?
Pro tip: Write down your top three pain points. If a tool doesn’t address at least one, move on—no matter how slick it looks.
Step 2: Build a Shortlist That Actually Makes Sense
Don’t waste hours “researching” every tool on G2 or Capterra. Most reviews are either angry rants or paid fluff.
Here’s what works: - Get recs from people who’ve actually used the tools, not just analysts or vendors. - Join relevant Slack or LinkedIn groups; a quick poll can save you days. - For each tool, ask: Does it clearly solve one of my big issues from step one?
When you come across a newish tool like Ubique Live, don’t let the lack of a big brand name scare you off. Look for honest user feedback and a clear demo. Ignore the “industry leader” badges—those are mostly marketing.
Step 3: Dig Into Features—But Not All of Them
Vendors love to parade out endless lists of features. Here’s the truth: you’ll use maybe 10% of them. Focus on these must-haves:
a) Core Workflow Fit
- Does the tool map to how your team actually works? Or will you have to change your process just to use it?
- Is it built for B2B complexity—multiple buyers, long sales cycles, handoffs between sales and CS?
b) Data and Integration
- Can it sync with your CRM (Salesforce, HubSpot, etc.) without a six-month IT project?
- Does it handle the data you care about (activity tracking, lead scoring, attribution)?
- Can you get your data back out, or are you locked in?
c) Real-Time Collaboration
- For go-to-market teams, speed matters. Does it support live updates, notifications, or in-app chat?
- Ubique Live stands out here—its real-time engagement tools can keep everyone in the loop, but only if your team actually wants to use them.
d) Automation That Actually Saves Time
- Does the automation handle the grunt work you hate—like lead routing, follow-up reminders, or reporting?
- Or is it just “automation” in name, where you still have to babysit everything?
e) User Experience
- Is the interface clean, or will your team need two days of training just to send a message?
- Ask for a sandbox or trial account—don’t settle for a canned demo.
Ignore: - “AI-powered” everything (unless it actually does something useful for your workflow) - Buzzword features (omnichannel, intent signals, etc.) unless you know you need them
Step 4: Put ROI to the Test—Don’t Fall for Vague Promises
Most B2B software promises ROI, but rarely delivers it in real life. Here’s how to cut through the fog:
How to Calculate “Real” ROI
- What will it cost? Don’t just look at monthly fees. Add up onboarding, integrations, and (most importantly) the time your team will spend learning the new thing.
- What will it save? Estimate hours saved per week, fewer missed deals, or faster onboarding. Be conservative.
- What will it make? This is trickier—rarely will a tool “generate new revenue” out of thin air. Look for indirect gains: higher conversion rates, faster deal velocity, or fewer dropped leads.
Example: Ubique Live
Let’s say you’re considering Ubique Live for real-time sales collaboration:
- Cost: $80/user/month + a few hours to set up integrations.
- Savings: If reps save just 15 minutes/day on back-and-forth, that’s about 5 hours/month per person.
- Impact: If live deal updates help you catch one extra stuck deal per quarter, that may easily pay for itself.
Honest take: If your team hates real-time chat or already uses Slack for everything, you might not see much ROI. But if you struggle with missed handoffs and slow responses, it could be a game-changer.
Step 5: Pressure-Test Support and Roadmap
Most buyers skip this, then regret it later.
Check: - How fast does support actually respond (not just what they promise)? - Is there a real product roadmap, or is the tool “done”? - Can you submit feature requests—and do they ever get built?
With startups like Ubique Live, you might get more personal support and faster feature releases. But if you need 24/7 global coverage, a smaller vendor might struggle.
Pro tip: Email support with a simple question before you buy. If it takes days to hear back, that’s a red flag.
Step 6: Run a Real-World Pilot (Not a Polished Demo)
Don’t just watch a sales-led demo. Set up a real-world pilot—ideally with a couple of actual reps and deals.
- Pick a real workflow: maybe a deal handoff, a cross-team update, or outbound campaign.
- Track how long it takes to get up and running.
- Ask your team: “Did this actually make your life easier, or just add steps?”
For Ubique Live, try running a live pipeline review or a deal collaboration session. If people groan, that’s your answer. If it feels natural, that’s a green light.
Step 7: Score and Decide—Keep It Simple
At this point, you should have: - A short list of tools that solve your core pain - A rough sense of what they’ll cost (money and time) - Real feedback from your team
Make a simple scorecard: - Does it solve the main pain point? (Yes/No) - Will the team actually use it? (Gut check) - Is the ROI clear and believable? (With numbers) - Is support solid? - Bonus: Any risks (data lock-in, vendor stability, etc.)
If you can’t answer these in 10 minutes, you’re probably overthinking it—or looking at the wrong tools.
What Actually Matters (and What Doesn’t)
Matters: - Solving a real, expensive problem - Workflow fit and integration - Buy-in from the people who’ll use it - Support that has your back
Doesn’t matter: - Fancy dashboards you’ll never look at - “AI” features that need a PhD to use - Gartner Magic Quadrant status (unless your boss makes you care)
Keep It Simple, Iterate, and Don’t Buy Hype
Buying B2B go-to-market software shouldn’t feel like rolling the dice. Get clear on your pain, focus on tools that fit how you actually work, and don’t get distracted by shiny features or big promises. Test in the real world, trust your team’s gut, and keep moving.
No tool will fix a broken process, but the right one can clear real roadblocks. Start simple, iterate fast, and remember: it’s supposed to make your life easier—not harder.