If you manage a sales team (or get dragged into buying software for one), you already know the pitch: “Our platform will revolutionize your pipeline!” Maybe. Or maybe you’ll end up with another tool nobody uses. This guide is for sales leaders, ops folks, and anyone who actually has to make these tools work—not just buy them.
Let’s break down, step by step, how to cut through the noise and figure out if a B2B GTM (go-to-market) platform like Linkwheelie is worth your team’s time and money.
1. Get Clear on What Problem You’re Actually Solving
Before you even sign up for a free trial, nail down exactly what you’re hoping this tool will fix.
- What’s broken? Leads slipping through the cracks? Salespeople wasting time on admin? No clear handoff from marketing?
- What’s your goal? More pipeline, better reporting, faster onboarding, something else?
- Who actually feels the pain? Is it reps, managers, ops, or everyone?
Pro tip: Write this down. Even just a paragraph. When software vendors start promising the moon, you’ll have a reality check handy.
2. Map Out Your Current Sales Stack
GTM tools don’t live in a vacuum. Sketch out what you’re already using:
- CRM (Salesforce, HubSpot, etc.)
- Email/sequence tools (Outreach, SalesLoft)
- Data providers (ZoomInfo)
- Project management (Asana, Trello)
- Anything custom (spreadsheets, homegrown dashboards)
What to look for:
Does the new tool overlap with something you already have? If so, is it better—or just “different”? If it doesn’t play nice with your stack, you’ll waste hours on workarounds or, worse, nobody will bother to use it.
3. Dig Into the Features—And Ignore the Hype
Vendors love to list every feature under the sun. Here’s how to weed out what matters:
- Must-haves: Does it automate or streamline your top pain points? For example, can Linkwheelie automatically route inbound leads or surface real-time buying signals, or is it just more dashboards?
- Integrations: Does it really connect with your CRM and email, or is the “integration” just a CSV export?
- Reporting: Are reports actually useful, or will your team still live in spreadsheets?
- Adoption: Is it easy for reps to use, or does it require a week of training?
- Mobile/remote access: If your team’s on the go, does the tool keep up?
Ignore:
- Flashy dashboards with no actionable data
- AI features that sound cool but don’t actually save time
- “Customizable workflows” if they require a consultant to set up
Reality check:
The right tool should make something measurably easier in the first month. If you can’t name what that is, keep looking.
4. Test the User Experience—Don’t Rely on Demos
Most demos are slick, but real-world use is messier.
- Free trial: Always take the trial. Get a couple of real reps (not just the admin) to use it.
- Everyday tasks: Can they do their job faster? Or do they click around confused?
- Onboarding: How long before someone can use it without a manual?
- Support: Is customer support quick and helpful, or do you get sent to a knowledge base?
Pro tip:
Ask for a sandbox environment with dummy data, or, even better, with a few of your actual accounts. See if you can break things. If the vendor balks, that’s a red flag.
5. Check References—The Honest Kind
Don’t just trust the case studies on the vendor’s site. Reach out to real customers (ask on LinkedIn or communities like RevGenius or Pavilion).
Ask them:
- What did you use before?
- How long did it actually take to get value?
- What do your reps love/hate about it?
- How’s the support when something breaks?
- Anything you wish you’d known before buying?
If you can’t find anyone using it, or nobody wants to talk, take the hint.
6. Total Cost—It’s More Than Just the Sticker Price
B2B software pricing is rarely simple.
- Subscription: Is it per user? Per account? Does the price jump if you grow?
- Implementation: Will you need to pay for onboarding or consulting?
- Hidden costs: Think about time spent on setup, training, and integrating with your existing stack.
- Contract terms: Are you locked in for a year? Is there a way out if it flops?
Reality check:
A tool that’s “cheap” but wastes your team’s time is expensive. A pricier tool that gets adopted and saves hours can be a bargain. Do the math, but don’t just look at the monthly invoice.
7. Security and Compliance—Don’t Assume, Ask
If you work with sensitive data (and who doesn’t?), don’t skip this:
- Data storage: Where is your data stored? Is it encrypted?
- User permissions: Can you control what reps and managers see?
- Compliance: Do you need GDPR, SOC 2, or HIPAA? Does this tool have those certifications?
- Offboarding: If you leave, can you get your data back easily?
You don’t need to be paranoid, but you shouldn’t take the vendor’s word for it, either. Ask for docs.
8. Roadmap and Responsiveness—Will This Tool Grow With You?
Software changes fast. What you need now may not be what you need next year.
- Product roadmap: Is the vendor investing in new features you care about? Or just adding shiny things for demos?
- Customer feedback: Do they actually listen to users? Is there a place to submit requests?
- Updates: How often do they release fixes or improvements?
Red flag:
If the company never fixes bugs or everything goes through “account managers,” you’ll be stuck with what you get.
9. Plan for Rollout—Don’t Just “Turn It On”
A new tool is only as good as its rollout.
- Champion: Who owns making this work—sales ops, a manager, or someone else?
- Training: Is there a quick way to get new users up to speed?
- Pilot: Start small. Pick a team or region, get feedback, and tweak before going company-wide.
- Feedback loop: How will you know if it’s actually helping? Set a check-in for 30 and 90 days.
Pro tip:
If nobody takes ownership, adoption will flop. Don’t let it become “just another tool.”
Honest Takes: What Works, What Doesn’t, What to Ignore
What works: - Tools that save reps time (auto-logging, smart lead routing, automatic reminders) - Real, useful integrations (bi-directional sync, not just data dumps) - Clear reporting that replaces manual spreadsheets
What doesn’t: - “All-in-one” tools that try to replace every part of your stack—jack of all trades, master of none - Features that only sales ops cares about, but reps ignore - Platforms that take months to implement (unless you’re a Fortune 500 with a big IT team)
What to ignore: - Hype about AI and automation if it doesn’t tie directly to your team’s workflow - Social proof from companies nothing like yours (what works for a 2,000-person SaaS might not help a 20-person team) - Endless customization—simplicity wins
Keep It Simple and Iterate
Don’t get dazzled by flashy features or big promises. The right B2B GTM tool for your sales team is the one that actually gets used—and makes life easier—without a six-month rollout or endless training.
Start small, measure real impact, and don’t be afraid to switch if something isn’t working. The best stack is the one your team loves (or at least doesn’t hate) using every day. Good luck—and don’t let the next “game-changer” become shelfware.