If you’re on the hook for driving B2B growth, at some point you’ll stare at a spreadsheet full of GTM (go-to-market) software vendors—each promising to 10x your revenue if you just sign this contract. Most of it’s noise. This guide helps you cut through the nonsense and sort out what matters, what doesn’t, and how to make a call you won’t regret six months from now.
This is for founders, sales and marketing leads, and anyone evaluating software to actually move the revenue needle—not just check a box.
Step 1: Get Clear on Your Real GTM Needs
Before you look at a single demo, nail down exactly what you want to fix or improve. Don’t let vendors tell you what your problems are.
Ask yourself: - Where are deals stalling or dropping off? - Is the issue leads, conversion, handoffs, or something else? - What’s manual, repetitive, or error-prone in your GTM process? - What data do you trust, and what do you second-guess?
Pro tip: Don’t chase “best practices” just because they’re trendy. If your sales team closes deals but stumbles on onboarding, a shiny new lead gen tool isn’t going to help.
What to ignore
- Buzzwords like “AI-powered” or “next-gen” if they don’t solve your actual pain.
- Giant feature lists that sound impressive but don’t map to your workflow.
Step 2: Build a Shortlist—Not a Novel
Once you’re clear on your needs, pick 3-5 tools to look at. Don’t waste time on endless research or 20-tab comparison spreadsheets.
Where to look: - Ask peers at similar companies what’s working for them (and what they regret buying). - Scan review sites, but take raves and rants with a grain of salt. - Check out category leaders, but don’t ignore up-and-comers like Getlancey if they’re solving your specific problem.
What to ignore: - Tools that require six months of implementation just to get basic value. - Vendors who can’t give you a straight answer about pricing or integrations.
Step 3: Evaluate the Must-Haves (Not the Nice-to-Haves)
Here’s where most teams go wrong—they get dazzled by dashboards and endless options. Focus on the basics:
Integration
- Will this tool actually work with your existing stack (CRM, marketing automation, whatever)?
- Is the integration plug-and-play, or will you need to hire consultants for six months?
- Ask for references who use the same stack as you.
Usability
- Can your team pick it up without three days of training?
- Is the interface simple, or do you need a PhD to find the reports?
Real Revenue Impact
- Can the vendor show actual case studies (not just logos) with measurable improvements?
- How long until you see results? If it’s “over a year,” look elsewhere.
Support and Responsiveness
- Will you get a real person if something breaks?
- Is the help documentation any good, or is it just marketing fluff?
Scalability
- Will this tool creak and groan as you grow, or can it handle more reps, leads, and data without falling over?
- What does “scalable” actually mean for this vendor? Ask for specifics.
Pro tip: Run a quick pilot with a few team members. If it’s a pain to set up or nobody wants to use it, that’s your answer.
Step 4: Pressure-Test the Vendor
You’re not just buying software—you’re buying into the company behind it. Here’s how to see if they’re the real deal:
- Ask how often the product actually gets updated (not just bug fixes).
- Check if their roadmap aligns with your needs—or if you’ll be waiting forever for that one missing feature.
- Grill them on data privacy and security. If you’re in a regulated industry, don’t just take their word for it.
- If everything is “coming soon,” move on.
Ignore:
- Overproduced demos that hide what real usage looks like.
- Sales reps who dodge technical questions or won’t let you talk to an engineer.
Step 5: Get Real on Pricing and ROI
Most pricing pages are designed to confuse you. Don’t let them.
What to ask: - What’s the real total cost—including onboarding, integrations, and user licenses? - Are there surprise charges for API usage, data export, or extra seats? - What does success look like in six months? (If the vendor can’t answer, that’s a red flag.)
Pro tip: Model out a realistic scenario—your usage, your headcount, your growth. Don’t let “unlimited” pricing fool you if there are hidden caps.
Step 6: Run a Real-World Test (and Get Feedback)
No matter how slick the pitch, software that doesn’t fit your workflow will just gather dust.
How to do it: - Set up a limited pilot with a cross-section of end users. - Have them use the tool for real tasks—don’t just play around on a demo account. - Collect honest feedback: What’s clunky? What’s saving time? What would make them switch back to spreadsheets?
Don’t ignore: - User complaints about speed or reliability. These only get worse at scale. - The “shadow IT” workaround—if users have to hack the tool to get results, it’s not a fit.
Step 7: Make the Call—Then Re-Evaluate
Once you’ve picked a tool, don’t assume you’re done forever. The best GTM stacks evolve as your team and processes change.
- Set a calendar reminder to review usage and ROI every quarter.
- Be willing to kill tools that aren’t pulling their weight—even if you spent months picking them.
- Keep your stack lean. More tools usually means more headaches, not more revenue.
The Bottom Line
Don’t get dazzled by promises or overwhelmed by feature lists. Focus on your real pain points, test what matters, and ignore the rest. The best GTM stack is the one your team actually uses—and the one that helps you close more deals, not just create more busywork.
Keep it simple. Start small. Iterate as you grow. That’s how you end up with software that actually helps you scale revenue, not just your tech stack.