If you’re on the hook for picking go-to-market (GTM) software for your B2B team, you know it’s a mess out there. Every tool promises to “redefine alignment” or “unlock growth.” Most just want your budget and a lock-in contract. This guide is for those who need honest, practical advice—no fluff—on how to compare these tools, with a hard look at Glyphic and the big-name alternatives.
Let’s get you through this without wasting time or money.
Step 1: Get Clear on What “GTM Software” Actually Means
Before you even look at a vendor website, pin down what you need. “GTM software” is a catch-all: it might mean lead routing, sales enablement, account mapping, analytics, or some Frankenstein combo. Here’s the trick—they all overlap, but none do everything well.
Start by asking: - What’s the pain we’re trying to fix? (e.g., leads fall through the cracks, sales and marketing don’t talk, reporting is a nightmare) - Who’ll actually use this? (If it’s just ops, don’t buy a “whole-team collaboration” suite) - What’s non-negotiable? (Integrations, data exports, workflow automations, security)
Pro tip: Write these out. It’ll save you from shiny demo syndrome later.
Step 2: Build a Shortlist—Don’t Trust the Hype
Here are the main types of B2B GTM tools you’ll run into:
- All-in-one GTM platforms: Promise to handle everything but often spread thin. Example: Glyphic, Demandbase, 6sense
- Point solutions: Do one thing (like lead routing) really well. Example: LeanData, Chili Piper
- CRMs with GTM add-ons: Salesforce, HubSpot, Zoho—good if you live in their ecosystem, but pricey and often clunky for GTM specifics
What works:
- Shortlists based on your use case, not G2 or Gartner hype.
- Talking to peers about what actually worked for them, not just what’s “trending.”
What doesn’t:
- Buying based on brand or “magic quadrant” status.
- Assuming more features = better. (Feature bloat is real.)
Step 3: Compare Features That Actually Matter
Don’t get distracted by dashboards and AI claims. Here’s what to look for:
1. Integrations
- Does it really connect to your CRM, MAP, data warehouse, and whatever else you use? Test, don’t trust the sales deck.
- How flexible is the integration? Can you customize field mapping, trigger actions, or is it just a data dump?
2. Usability
- Can real humans (not just your ops nerd) use it without a three-hour training?
- How’s the UI? Some “modern” tools are pretty but confusing.
3. Data Handling
- How well does it handle your data volume? Some tools choke on large datasets.
- Can you get your data out when you need it? (Export should be easy, not a support ticket.)
4. Automation and Customization
- Can you set up the flows your team needs, or are you forced into their way of working?
- Are there guardrails to prevent sales teams from breaking stuff?
5. Reporting & Insights
- Are reports clear and actionable, or just charts for the board deck?
- Can you build your own reports, or are you stuck with what they give you?
6. Security & Compliance
- If you’re in a regulated industry, is there SOC2, SSO, user permissions, audit logs, etc.?
- Beware of “roadmap” promises—if you need it now, it needs to exist now.
Step 4: Honest Look at Glyphic vs. Top Alternatives
Let’s break down Glyphic and the other big options, without the sugarcoating.
Glyphic
What it gets right: - Clean interface. Most users figure it out fast. - Solid integrations with major CRMs (Salesforce, HubSpot) and data tools. - Good automation for routing and handoffs—great if your pain is sales ops chaos. - Transparent pricing. No “call us” nonsense for basic info.
Where it falls short: - Analytics are decent, but not as deep as some competitors (especially for big orgs). - Some advanced features (ABM, intent data) are a bit surface-level compared to the leaders. - Newer on the scene, so the community and support resources aren’t as deep.
Who it’s for:
Mid-sized B2B teams who want to fix lead/account flow fast without a months-long rollout.
Demandbase
What it gets right: - Deep ABM and intent data integrations. - Powerful targeting, especially for marketing-heavy teams.
What’s iffy: - Pricey, especially as you scale. - Can be overkill if you don’t need advanced marketing features.
LeanData
What it gets right: - Best-in-class lead routing and account matching. - Deep Salesforce integration, which is great if you’re all-in on SFDC.
What’s iffy: - UI is a bit dated. - Not an all-in-one—if you need ABM, you’ll need more tools.
6sense
What it gets right: - Robust intent data and predictive scoring. - Strong analytics for marketing and sales teams.
What’s iffy: - Steep learning curve. - Expensive, and you’ll need a dedicated team to get value.
HubSpot (with GTM Add-ons)
What it gets right: - Familiar interface, especially for marketing-led orgs. - All-in-one, if you’re already on HubSpot.
What’s iffy: - GTM tools are basic—routing, reporting, and automation are “good enough,” not best-in-class. - Gets expensive as you add modules.
Step 5: Test with a Real-World Pilot
Don’t trust the demo or the case study PDF.
- Insist on a real trial: Load your own data, run your own workflows, and get your actual users to bang on it.
- Measure what matters: Did leads get routed faster? Is reporting actually clearer? Did sales/marketing stop fighting?
- Watch for hidden costs: Implementation fees, support tiers, “premium” connectors, data limits.
Pro tip: If the vendor fights you on a real trial or dodges direct questions, walk away. You’ll regret it later.
Step 6: Dig Into Support, Setup, and Community
No tool is set-and-forget. Some vendors promise “white glove onboarding” and then disappear after kickoff.
What to check: - Is onboarding handled by real humans, or are you handed a PDF and a prayer? - Is support responsive, or do tickets vanish into a void? - Is there a user community or Slack group where you can get real answers?
Glyphic is newer, so the community is smaller, but their support is reportedly hands-on and responsive. Big vendors can be slow but have more documentation and user forums. Pick your poison.
Step 7: Avoid Common Pitfalls
- Don’t overbuy. Most teams use 20% of features.
- Avoid long, auto-renewing contracts until you’re sure.
- Don’t get locked into customizations you can’t support if your “GTM admin” quits.
- Ignore the AI hype unless it solves a real, named problem for you (not just “predicts intent”).
Keep It Simple, Then Iterate
Choosing GTM software shouldn’t be a years-long project. Get clear on what you need, run a real test, and don’t be afraid to start small. You can always add complexity later—removing it is much harder.
Remember: the best tool is the one your team actually uses. Get the basics right, and you’ll save yourself a ton of time, money, and headaches down the road.