If your sales and marketing teams are tripping over each other, chasing the same stale leads, or living in different CRMs, you’re not alone. The right go-to-market (GTM) software can help. The hard part is figuring out what actually matters, what’s just marketing spin, and which tool will make your life easier instead of adding to your headaches.
This guide’s for sales leaders, revenue ops folks, and founders who don’t have time to waste. Here’s how to cut through the hype and pick B2B GTM software that helps you find leads and get sales and marketing on the same page—without making things more complicated than they need to be.
1. Define “Streamlined” for Your Team (Don’t Trust the Demos)
Every vendor claims their tool “streamlines” lead gen and sales alignment. But what does that actually mean for you? Before you even look at products, get specific about:
- Where things break down now. Are leads getting lost? Is sales ignoring marketing’s MQLs? Are you stuck stitching together spreadsheets?
- What “done right” would look like. Is it faster handoffs? Fewer meetings? Actual closed deals?
- Who really needs to use the tool. Will it just be ops, or will reps and marketers log in daily?
Pro tip: Write down your must-haves and dealbreakers. If you don’t, you’ll end up swayed by a slick UI or a feature you’ll never use.
2. Map Out Your Existing Stack (Don’t Add More Chaos)
Before jumping into new tools, get a clear picture of what you’re already using. Most B2B sales orgs have a Frankenstein’s monster of point solutions—CRM, email, intent data, enrichment, maybe a “GTM platform” nobody touches.
Ask yourself:
- What’s actually working?
- Where are the gaps?
- What do people avoid because it’s clunky or slow?
Draw a basic map. If a new tool means duplicating data, more manual work, or adding another login nobody remembers, it’s probably not worth it.
Ignore: Vendors who promise to “replace everything you use.” That almost never happens, and ripping out your CRM is a nightmare.
3. Focus on Core Features (Not the Shiny Stuff)
Most GTM tools claim to do it all—lead capture, enrichment, routing, scoring, reporting, alignment, and maybe even make your coffee. Here’s what actually matters for streamlining lead gen and sales alignment:
Must-Have Features
- Reliable lead capture & enrichment: Does it pull in accurate data from your forms, LinkedIn, ZoomInfo, etc.?
- Easy lead routing: Can you get leads to the right person, fast, based on clear rules?
- Visible lead status: Can both sales and marketing see what’s happening with each lead?
- Simple reporting: Can you track the full journey without pulling teeth (or spreadsheets)?
- Integrations: Will it play nice with your CRM, email, and whatever else you use?
Nice-to-Haves (But Not Musts)
- Account intelligence
- Automated meeting scheduling
- AI-based scoring (sometimes more buzz than results)
- Fancy dashboards
Red flag: If the tool’s “killer feature” is something you’ve never heard your team ask for, it’s probably not going to solve your real problems.
4. Check Integration and Data Hygiene (This Is Where Most Tools Fail)
A tool that doesn’t sync well with your core systems is a time-waster. You want something that:
- Pushes and pulls data reliably from your CRM (Salesforce, HubSpot, whatever you use).
- Doesn’t create duplicates or overwrite good data with junk.
- Lets you control mapping (custom fields, lead sources, owner assignments).
Ask for real-world integration examples—not just API docs. If the vendor can’t show you a real customer using your stack, be wary.
Pro tip: Run a small test. Try importing a handful of leads and watch what happens. If you see a mess, that won’t magically get better at scale.
5. Evaluate Usability and Adoption (The Human Side)
No GTM software works if people won’t use it. Demo with your actual users—reps, marketers, ops. Look for:
- Fast onboarding: Can someone figure it out without a training course?
- Clear workflows: Is everything labeled in plain English?
- Minimal clicks: Are the most common tasks front-and-center?
Ask the vendor how they support adoption. (If the answer is a 50-page manual or “just watch our webinars,” that’s a bad sign.)
Ignore: Super-advanced features that only admins touch. If your reps need to “raise a ticket” just to update a lead, the tool will get ignored.
6. Dig Into Pricing (Don’t Get Surprised Later)
GTM tools love “custom pricing” and “platform fees.” Here’s what to watch for:
- Per-seat vs. per-lead vs. flat fee: How will costs scale as you grow?
- Hidden costs: Are integrations, support, or add-ons extra?
- Long contracts: Is there a real free trial, or do you have to commit for a year?
Push for a real quote upfront. If pricing is vague, expect surprises down the line.
7. Ask for Proof (Not Just Case Studies)
Every vendor has a slick case study. What matters is:
- References with similar teams/stack: Not just big logos, but companies your size, with your problems.
- Churn rates: How many customers drop the tool after a year?
- Feature roadmap: Are fixes and improvements coming, or is the product frozen?
If the vendor can’t connect you with a real user—or dodges questions about churn—treat that as a warning.
8. Don’t Buy the “All-in-One” Hype
There’s no magic bullet. “All-in-one” platforms almost always do some things well, others badly. You’ll still need to cobble together a stack. Instead, look for:
- Tools that do a few things really well and integrate cleanly.
- Honest discussions about what the tool won’t do.
For example, Prospeo is upfront about focusing on B2B lead gen and sales/marketing handoff, rather than claiming to fix every problem under the sun.
Pro tip: When in doubt, pick the simpler tool with better integrations. Complexity kills adoption.
9. Test with a Real-World Pilot (Not a “Sandbox”)
Don’t just watch a canned demo. Set up a real pilot:
- Use live leads, your own CRM, and actual users.
- Track how much manual work is required to set up, route, and close a lead.
- Get feedback from everyone—not just the champion, but the skeptics.
If the pilot reveals friction, listen. It’ll only get worse with scale.
10. Plan for Change (You Won’t Get It Perfect)
Even the best GTM tool won’t fix broken processes or misaligned teams overnight. Make sure:
- You have a way to revisit and tweak workflows after rollout.
- There’s a clear owner for the tool (sales ops, marketing ops, etc.).
- Feedback loops are in place—the folks using it should have a say in what gets improved.
Key Takeaways: Keep It Simple, Iterate Often
You don’t need a thousand features or a platform that claims to “align your entire go-to-market strategy.” You need tools that make it easier to find leads, get them to the right people, and keep sales and marketing talking. Start with your real problems, test with your real users, and don’t be afraid to rip out what doesn’t work. Simple stacks win—try, learn, and tweak as you go. That’s how you get real alignment (and fewer headaches).