So, you’re running a growing sales team. Maybe your inbox is overflowing with pitches for “next-gen” tools that promise to double your leads, triple your pipeline, and basically make you coffee in the morning. Most are long on hype and short on proof. You want something that actually helps your reps win more business—without a six-month rollout and a PhD to operate. This guide is for you.
Let’s break down how to size up B2B go-to-market (GTM) software—like Allegrow—so you get what you actually need, skip what you don’t, and avoid expensive regrets.
1. Get Clear on the Problem You’re Solving
Before you even look at demos or watch another slick promo video, nail down the exact problem you’re trying to fix. Is it:
- Not enough qualified leads?
- Reps spending too much time on manual outreach?
- Low email deliverability?
- No visibility into who’s actually responding?
Pro tip: If your reps can’t explain the pain in one sentence, you’re not ready to buy software. Write it down, get team input, and use this as your north star. Otherwise, you’ll get distracted by features that sound cool but solve nothing.
2. List the Must-Haves (Not Just the “Nice” Stuff)
Every tool has a feature matrix that looks like a fighter jet cockpit. Ignore it. Instead, make a simple list:
- Must-haves: These are non-negotiable. If a tool can’t do these, move on. Example: Automatic email warmup, or real-time analytics on rep activity.
- Nice-to-haves: Cool, but not deal-breakers. Example: AI-powered copy suggestions, fun dashboards.
This keeps you grounded when the sales rep inevitably tries to wow you with bells and whistles. If it won’t move your KPIs, don’t add it to the list.
3. Ask: Will This Integrate With What You Already Use?
No matter how shiny the tool is, if it doesn’t play nice with your CRM, email, or calendar, it’ll just create more work. When looking at GTM tools like Allegrow, check:
- CRM integrations: Does it push/pull data from Salesforce, HubSpot, or whatever you use?
- Email/calendar sync: Can it log activity automatically, or do reps have to copy-paste?
- API access: For those with dev resources—can you connect it to your custom stack?
Red flag: If a vendor says “integration is on the roadmap,” assume it’s vaporware until proven otherwise.
4. Dig Into the Real Impact (Not Just the Promises)
Vendors love to show off stats like “300% more meetings booked!” But where’s the proof? Demand specifics:
- Case studies: Are there real companies (preferably in your industry or size) using this and seeing results?
- References: Ask to talk to a customer—ideally one who isn’t a handpicked fan.
- Trial results: Can you run a pilot with a couple of reps before rolling out to everyone?
What to ignore: Vague claims (“improves sales performance!”) or cherry-picked testimonials that don’t match your reality.
5. Test for Actual Usability
A tool might be powerful, but if your reps hate using it, adoption will tank. During your trial or demo:
- Watch reps use it: Don’t just take the AE’s word. Can a regular sales rep figure it out in 10 minutes?
- Check the onboarding: Is there a clear path to value, or are you stuck in endless setup screens?
- Mobile/remote scenarios: If your team is hybrid, does the tool still work well on the go?
Pro tip: Ask your least tech-savvy rep to try it. If they struggle, you’ll have an uphill battle.
6. Watch Out for Hidden Costs
The sticker price is rarely the true cost. Dig for:
- Per-user fees: Does the price skyrocket as your team grows?
- Implementation/support: Do you need to pay extra for onboarding, integrations, or support?
- Feature gating: Are the features you really want only in expensive tiers?
Honest take: Some tools lure you in with a starter price, then nickel-and-dime you for basic functionality. Always get a full pricing breakdown before signing anything.
7. Look for Real Deliverability Gains (If It’s About Outreach)
If your main pain is email deliverability—a big selling point for tools like Allegrow—don’t just trust dashboards that say your emails “look healthy.” Ask:
- How does it actually improve deliverability? (E.g., automated inbox warmup, domain rotation, blacklist monitoring.)
- Can you measure the before/after? Run a “control group” of reps without the tool, and compare deliverability rates.
- Are deliverability claims backed by real-world data? Some products show fancy graphs but don’t move the needle on actual replies.
Reality check: No tool can guarantee you’ll never hit spam. But if you see a real, measurable bump over a few weeks, that’s a good sign.
8. Assess Support and Community—Without the Fluff
Things break. Reps get stuck. You want support that’s speedy and actually helps:
- How fast is support? Try submitting a ticket during your trial and see how long it takes for a real answer.
- Is there a user community? Sometimes, the best tips come from other customers, not the vendor.
- Docs and resources: Are there clear help docs, or is it all “book a call with our team”?
Pro tip: If you can’t get answers during the sales process, it won’t get better after you’re a customer.
9. Check Security and Compliance (But Don’t Overthink It)
If you’re in a regulated industry or deal with sensitive data, don’t skip this. But don’t get bogged down in legalese either:
- Data storage: Where is your data stored? Is it encrypted?
- Compliance: Are they GDPR/CCPA compliant if relevant?
- User permissions: Can you control what reps can see/do?
For most SMBs, basic security and clear data handling are enough. If you need an enterprise review, get your IT folks involved early.
10. Don’t Buy for “Future State”—Buy for What You Need Now
It’s tempting to get swept up in visions of an AI-powered sales machine. But most teams just need a tool that works today. Pick software that:
- Solves your immediate pain points.
- Can scale as you grow, but doesn’t force you to buy features you’ll never use.
- Has a clear upgrade path, but doesn’t make you pay for the moon upfront.
If you outgrow it in a year, that’s a good problem—you’re scaling. Don’t try to predict needs three years out.
Honest Pros and Cons: What to Expect (and What to Ignore)
What works: - Tools like Allegrow can automate tedious outreach steps and improve email delivery—if your team actually uses them. - Good GTM software gives sales leaders visibility into what’s working and what’s not.
What doesn’t: - No tool will fix broken sales messaging or a bad product-market fit. - “Set it and forget it” is a myth. These tools need tuning and regular check-ins.
What to ignore: - Overhyped AI features that sound magical but don’t deliver. - Endless dashboards and reports—if you’re not using the insights, they’re just noise.
Bottom Line: Start Small, Stay Practical
Don’t let flashy demos or buzzword bingo distract you from what your team actually needs. Get clear on the problem, test with real reps, and don’t be afraid to walk away if it’s not a fit. Most importantly: keep it simple, get real feedback, and iterate as you grow. The best tool is the one your team actually uses—and gets results from.