Choosing the right B2B go-to-market (GTM) software can feel like buying a new car—lots of shiny dashboards, plenty of bold claims, and way too many options. If you’re responsible for sales, proposals, or growth at a B2B company, you know picking the wrong tool can waste months and burn budget. This guide is for anyone who needs to cut through the hype and actually get things done.
Let’s break down what really matters when you’re evaluating GTM platforms like Responsive and its top competitors.
1. Get Clear on What You Actually Need
Before you even open a tab to start comparing tools, step back. Most teams jump into demos before they’ve nailed their own workflow or figured out where the real pain points are.
Ask yourself: - What’s broken today? (Slow RFPs? Disjointed sales content? No visibility?) - Who’s going to use this tool, and how tech-savvy are they? - What systems does it need to play nice with? (CRM, Slack, Google Drive, etc.) - What’s must-have, and what’s “nice if we had it”?
Pro tip:
Write this down. Not in your head—on paper or a doc. You’ll refer back to it every time a sales rep waves a shiny feature in your face.
2. Know the GTM Software Landscape
B2B GTM software is a crowded space, but most tools fall into a few big buckets:
- RFP/RFI Management: Handle requests for proposals and automate responses.
- Sales Content Management: Store, organize, and track collateral.
- Enablement Platforms: Train reps, coach them, and manage playbooks.
- Analytics & Reporting: Show what’s working (and what isn’t).
Here’s how some of the top players stack up:
Responsive
- What it does best: Streamlines RFP and security questionnaire responses, with a strong focus on collaboration and automation.
- Who it’s for: Teams dealing with a lot of RFPs, DDQs, or security questionnaires who want to centralize knowledge and cut response times.
- What to watch out for: Can feel heavyweight if you just need simple content management or aren’t handling many formal RFPs.
Alternatives to Consider
- Loopio: Similar to Responsive, but with a slightly different take on user experience and integrations.
- RFPIO: Strong on automation and integrations, especially if you’re deep into Microsoft or Salesforce.
- Seismic: Aimed more at sales content management and enablement—less focused on RFPs, more on sales collateral.
- Showpad: Great if your pain is scattered sales materials, not so much if RFPs are your bottleneck.
Ignore the “everything for everyone” tools unless you have a huge budget and a dedicated ops team to wrangle them. More features often means more bloat.
3. Run a Real-World Test—Not Just a Demo
Demos are designed to look flawless. You want to see how a tool holds up to your actual mess.
How to do it:
- Take a real piece of work (e.g., a recent RFP or a sales deck update).
- Ask the vendor to show you how their platform would handle it, start to finish.
- Invite the folks who’ll actually use the tool to the call—don’t just let IT or the champion run the show.
- Watch for clunky processes, missing integrations, or anything that feels like extra work.
Red flags: - “You’ll get used to it.” No, you won’t. - “That feature is on our roadmap.” You’re buying what exists, not what’s promised six months from now.
4. Dig Into The Features—But Stay Skeptical
Vendors love to throw feature matrices at you. Here’s what actually matters:
Must-Have Features (For Most Teams):
- Searchable knowledge base: If you can’t find past answers or collateral in seconds, move on.
- Collaboration tools: Comments, assignments, and version tracking should be built-in.
- Integrations: At minimum, it should connect with your CRM (Salesforce, HubSpot, etc.), email, and file storage.
- Content reuse: Can you pull in past answers or materials easily?
- Security: SOC2, SSO, user permissions—don’t just take their word for it, ask for proof.
“Nice to Have” (But Overhyped):
- AI-powered everything: Some tools hype up AI, but most teams just need solid search and autofill for common answers. Don’t pay extra for features you won’t use.
- Advanced analytics: Useful if you’re managing a big team, but overkill if you just want to move faster.
- Mobile apps: Handy, but rarely used for heavy lifting in these types of tools.
Pro tip:
Ask for a feature comparison—then cross out anything you don’t actually need. You’ll probably end up with a much shorter list.
5. Check the Pricing—And the Hidden Costs
A lot of GTM tools look affordable until you start adding users or hitting usage caps. Here’s what to look for:
- User tiers: Does the price skyrocket if your team grows?
- Paywalls for integrations: Are basic integrations extra?
- Implementation fees: Will you need to pay for onboarding or training?
- Support: Is there a real person you can reach, or just a chatbot?
Don’t blow your budget on features you won’t use. Most teams overestimate what they’ll need in year one.
6. Ask for References—But Do Your Own Homework
Vendors will always give you happy customers. Dig deeper.
- Search for recent reviews on G2, TrustRadius, or Reddit. Look for patterns—are people complaining about the same thing?
- Ask your network, especially folks in similar industries or company sizes.
- If you talk to references, ask what didn’t go well or what they wish they’d known.
7. Plan for Change Management (Yes, Really)
The best tool in the world is useless if your team won’t use it. B2B GTM platforms can be a big shift, especially if you’re moving from spreadsheets or email threads.
Tips: - Start small: Pilot with one team or workflow before rolling it out company-wide. - Provide actual training—not just a link to a help center. - Get feedback early and often. If people are grumbling, there’s usually a good reason.
Honest Takes: What Works, What Doesn’t, and What to Skip
- Responsive and similar tools are lifesavers for heavy RFP and security questionnaire workflows. If that’s your world, you’ll get real ROI. If you’re just sharing sales decks, it’s overkill.
- AI features sound impressive, but most teams aren’t using them in practice—yet. Focus on basics first.
- Integrations are only useful if they fit into your actual workflow. Don’t pay for connectors you’ll never use.
- User experience matters more than extra features. If your team hates using the tool, you’ll be back to spreadsheets in six months.
Keep It Simple—And Don’t Be Afraid to Iterate
There’s no perfect GTM platform. You’re looking for “good enough,” not a silver bullet. Start with what you know you need, run a real-world test, and check for hidden costs. Don’t let flashy demos or long feature lists distract you.
Pick something simple, roll it out to a small group, and pay attention to what actually makes work easier. You can always upgrade or switch later—better than being stuck with an expensive tool nobody wants to use.