If you’re running a sales team, you know the feeling: every week, a new “game-changing” GTM tool lands in your inbox. Every demo swears it’ll 3x your pipeline and automate away all your headaches. Most don’t deliver. So how do you cut through the noise and actually pick the right B2B GTM (Go-To-Market) software for your team? This guide walks you through a step-by-step comparison process—no buzzwords, no empty promises, just real-world advice for busy sales leaders.
Step 1: Get Clear on Your Real Problems (Not the Ones the Vendors Tell You About)
Before you even think about software, take a hard look at what’s actually slowing your team down. Are reps spending all day logging calls? Is your CRM a graveyard of half-baked leads? Are deals stalling out at the proposal stage? Write down your top 2-3 pain points. Be brutally honest. If you can’t explain your problem in plain English, you’re not ready to shop for tools yet.
Pro tip: If your “problem” is just “we want more revenue,” that’s too vague for software to solve. Get specific.
Step 2: Map Out Your Core Workflow
No tool is going to save a broken process. Sketch out (on a napkin, whiteboard, wherever) how leads move from first touch to closed deal at your company. Where are the handoffs? Where do things get stuck? Which steps are manual, repetitive, or error-prone?
Now, ask your team: “Where do you waste the most time?” This is where software might actually help.
- Don’t: Shop for tools just because “everyone else in SaaS uses it.”
- Do: Look for genuine friction points in your own process.
Step 3: Set Your Must-Haves and Nice-to-Haves
Every vendor has a feature matrix a mile long. Most of it’s noise. Make a simple two-column list: must-haves (the things you cannot live without) and nice-to-haves (the stuff that’d be cool, but you could live without).
Examples: - Must-haves: Integrates directly with your CRM, automates lead routing, supports your region’s data privacy rules. - Nice-to-haves: Fancy analytics dashboards, built-in dialer, Slack notifications.
Ignore: “AI-powered” anything unless you can see exactly how it helps your specific workflow.
Step 4: Shortlist Real Options (Ignore the Hype)
Now you’re ready to actually look at products. Find 3-5 tools that match your must-haves. Don’t just Google “top GTM tools”—ask peers in similar companies what they’re using and what they tried and ditched. Check a few review sites (G2, TrustRadius), but take glowing reviews with a grain of salt. Many are written after vendors offer gift cards.
Here’s a quick rundown of what you’ll see:
- All-in-one platforms: Do a bit of everything but can be bloated or expensive.
- Point solutions: Solve one problem well, but can create silos if you need several.
- New hotshots: Like Supergrow, which claims to automate outbound prospecting. Worth a look if it fits your workflow, but don’t buy just because it’s new.
Watch out for: Big promises about “seamless integration” and “instant ROI.” If it sounds too good to be true, it probably is.
Step 5: Get Hands-On — Demos, Trials, and the “Day in the Life” Test
Don’t just watch a vendor’s canned demo—get your hands dirty. Set up a free trial or sandbox. Pick one or two reps (ideally a skeptic and a power user) and have them use the tool for a full workday. Can they do their real work, or are they fighting the software? How many browser tabs do they have open? Do they still need to update the CRM by hand?
Questions to ask during hands-on testing: - How many clicks does a common task take? - What breaks when you try to do things your way, not the vendor’s way? - How fast is support if something goes wrong? - Can non-techies figure it out, or does everything need an admin?
Red flag: If the vendor won’t let you try before you buy, or insists on a year-long contract up front.
Step 6: Check Integration and Data Lock-In
Most sales orgs have a patchwork of systems: CRM, email, marketing automation, spreadsheets, you name it. Any GTM tool that doesn’t play nicely with your stack will become shelfware fast.
Checklist: - Does it connect to your CRM out of the box—or do you need a third-party tool? - Can you get your data out easily (CSV export, API access)? - What happens if you want to switch tools next year—are you stuck?
Ignore: Vague promises about “open APIs” that require weeks of custom dev work. Ask for real documentation or references.
Step 7: Total Cost — Not Just the Sticker Price
Vendors love to pitch “per seat, per month” pricing, but the real cost is often higher. Watch for: - Setup fees, training costs, and paid add-ons - Admin time to maintain integrations or fix bugs - Annual price increases or “gotcha” renewal terms
Ask for a total cost of ownership over 12–24 months. If the vendor can’t give a clear answer, that’s a warning sign.
Pro tip: If you need to hire a consultant just to get the tool working, it’s probably not worth it unless your needs are truly unique.
Step 8: Security, Privacy, and Compliance (Yes, Really)
It’s boring, but it matters. If you’re dealing with customer data, you need to know: - Where is your data stored? - Does the tool support SSO, 2FA, and role-based access? - What happens if there’s a data breach?
If you operate in regulated industries or regions (GDPR, HIPAA, etc.), make sure the vendor has experience here. If their answer is “we’re working on it,” move on.
Step 9: Reference Checks and Real-World Results
Don’t just take the vendor’s word for it. Ask to speak with 1-2 current customers (ideally ones not handpicked by the sales rep). Ask them: - How long did rollout really take? - What surprised you (good or bad)? - What do your reps complain about? - Did you see the ROI you expected?
Ignore: Case studies that only show vanity metrics (“increased engagement by 500%!”) with no real before/after detail.
Step 10: Make Your Choice — Then Set a Review Date
Pick the tool that checks your must-haves, fits your workflow, and won’t break the bank. But don’t treat this as a “forever” decision. Set a reminder to review its impact in 6 months. What’s working? What’s still a pain? Be ready to tweak your process or even switch tools if needed. The goal isn’t to have the “perfect” stack—it’s to help your team sell more with less hassle.
Keep it Simple, Iterate Often
The best GTM stack is the one your team actually uses. Don’t get distracted by shiny features or empty promises. Start simple, solve your real problems, and don’t be afraid to change course if something’s not working. Sales tech should make your life easier—not give you more headaches. Good luck out there.