If you’re running a sales org that lives and dies by data, you know the drill: every week there’s a new B2B “go-to-market” tool promising to 10x your revenue, automate your outreach, or unlock insights “never before possible.” Most of them, frankly, aren’t worth the onboarding headache.
This guide is for sales leaders, ops folks, and anyone who’s tired of gut-feel buying and wants a practical, no-nonsense way to size up GTM (go-to-market) software. Whether you’re a RevOps pro or just the only one who knows how to use Salesforce reports, you’ll find something useful here.
Let’s skip the fluff. Here’s how to actually evaluate B2B GTM tools if you care about results, not just a slick demo.
1. Get Clear on What You Actually Need
Before you even Google “best sales enablement tool,” stop and write down exactly what problem you’re trying to solve. It sounds basic, but skipping this step is how teams end up with a Frankenstein stack nobody uses.
Ask: - Where is your current process breaking down? (Too many manual tasks? No pipeline visibility? Leads get lost?) - Are you trying to fix a process, or just hoping software will magically make quota go up? - Who needs to use this tool day-to-day? (If it’s just for managers, fine. But if reps hate it, adoption will tank.)
Pro tip:
If you can’t express your need in a single sentence, you’re not ready to buy. “We need to improve outbound email conversion rates” is good. “We want to be more data-driven” is too vague.
2. Define Your Must-Haves vs. Nice-to-Haves
Every vendor will show you an endless feature list. Most of it doesn’t matter.
Break it down: - Must-haves: If the tool can’t do this, it’s a dealbreaker. E.g., integrates with Salesforce, supports your sales motion, auditable activity tracking. - Nice-to-haves: Would make life easier, but not essential. E.g., pretty dashboards, Slack alerts.
What to ignore:
“AI-powered” everything, unless you can see exactly how it helps your team work faster or close more deals. If there’s no clear workflow change, it’s just shiny marketing.
3. Dig Into Data Quality and Integrations
Being “data-driven” means nothing if your tools can’t talk to each other, or if the data is garbage in/garbage out.
What to check: - Does the tool integrate natively with your CRM and other core systems? (Beware “coming soon” integrations.) - How hard is it to get clean data in and out? Can you export everything, or are you locked in? - Can you trust the data? Try a quick test: run the same report in the tool and your CRM. If they don’t match, ask why.
Honest take:
Most tools fudge this part on the demo. Get a trial account and try syncing real data. If setup takes weeks, or you’re constantly “re-indexing,” move on.
4. Test Usability With Actual Users
If the tool makes your reps click through 12 screens to log a call, it’ll never stick. Fancy features mean nothing if nobody uses them.
How to test: - Set up a 1-week pilot with the people who’ll use it every day—not just managers or admins. - Watch them do their actual jobs in the tool. Are they faster? Is anything confusing? What’s the learning curve? - Count clicks. If a basic workflow takes longer than your current process, that’s a red flag.
Red flag:
If the vendor won’t let you do a real trial with your data, or only lets you use a “sandbox,” they’re hiding something.
5. Evaluate Reporting That Actually Helps You
Most B2B GTM tools love showing off dashboards. But “insights” don’t pay the bills—actionable reporting does.
Look for: - Can you build the exact reports you need, or are you stuck with canned charts? - Is the data fresh (real-time or near real-time), or are you always waiting for a sync? - Can you slice and dice by your sales process—stages, territories, custom fields—not just what the vendor thinks is important?
Pro tip:
Ask sales managers what they wish they could see, but can’t today. If the tool can’t answer those questions, it’s not helping you be data-driven.
6. Scrutinize the Pricing Model (Especially for Growth)
Sticker price is just the start. Watch for: - Hidden fees for integrations, API access, or extra users. - Lock-in contracts or “annual only” terms. - Does pricing scale with seats, data volume, or something else? Some tools get expensive fast as you grow.
Honest take:
If you have to sit through a 30-minute call just to get a price, expect “enterprise” upcharges. Tools like Getcorrelated are more upfront about costs, which—regardless of features—makes budgeting way less painful.
7. Grill the Vendor on Support and Roadmap
After the sale, most vendors vanish unless you’re their biggest customer.
Ask: - How fast is their support team, really? (Test this—send a ticket during your trial and see how long it takes.) - Do they have real documentation, or just vague help articles? - What’s on their product roadmap? Are frequent updates a good thing, or is everything always “coming soon”?
What to ignore:
Big logos on their website. A tool that works for Salesforce or Google won’t necessarily work for a 20-person startup. Focus on your needs.
8. Don’t Buy for Tomorrow’s Problems
It’s tempting to get a “future-proof” platform that does everything. Most teams end up using 20% of the features and paying for the rest.
Keep it simple: - Buy for the next 12-18 months, not a 5-year fantasy. - If you outgrow the tool, that’s a good problem—you’ll know exactly what to look for in the next one.
Pro tip:
If you’re not sure you’ll use a feature in the next quarter, don’t prioritize it.
9. Get Real-World References (and Not Just Happy Customers)
Case studies and reference calls are always glowing. Ask for: - A company like yours—similar size, sales motion, and data complexity. - Someone who’s been using the tool for at least 6 months (not just during onboarding). - A contact who’s willing to share what doesn’t work, not just the good stuff.
Red flag:
If the vendor dodges this or only offers “confidential” references, they’re hiding churn.
10. Set Up a Realistic Pilot and Measure Outcomes
Don’t roll out the tool company-wide on day one. Instead: - Run a 30-day pilot with a small team. - Define clear success metrics up front (e.g., “Reduce manual data entry by 50%,” “Increase qualified leads by 10%”). - Check in weekly—don’t wait for the end to realize it’s not working.
If you’re not seeing real improvement by the end of the pilot, walk away. Sunk cost is real, but so is the cost of bad software.
Keep It Simple—and Don’t Fall for the Hype
The best B2B GTM tools don’t just look good in a demo—they make your team’s life easier, your data cleaner, and your results better. Ignore the buzzwords, focus on what actually moves the needle, and remember: it’s fine to start small and iterate.
You don’t need the “best-in-class” tool—just the one your team will actually use. Don’t overcomplicate it.