B2B sales and marketing teams have one thing in common: they’re sick of working in silos. You want your pipeline to move faster and your teams to finally get on the same page. But picking a go-to-market (GTM) software tool that actually helps—without adding more noise—is a whole different headache.
This guide is for people who are tired of endless vendor demos, buzzwords, and tools that promise the world but deliver a clunky dashboard no one uses. Let’s cut the fluff and get practical about how to evaluate B2B GTM software for real sales and marketing alignment.
Step 1: Get Clear on What “Alignment” Actually Means for You
Before you even start a software search, ask yourself: What does a “well-aligned” sales and marketing team look like here? Don’t fall for vague promises about “breaking down silos” or “driving collaboration.” Get specific.
- Are you trying to fix lead handoff issues?
- Do you need better campaign attribution?
- Is sales complaining about lead quality, or is marketing frustrated by lack of follow-up?
- Does reporting take way too long?
Write down the top three pain points you want to solve. Keep this list handy—if a tool doesn’t address these, move on.
Pro tip: If you’re not sure what the real problems are, ask your sales and marketing folks separately. Their answers might surprise you (and you’ll avoid building a wishlist based on assumptions).
Step 2: Map Your Existing Stack and Identify Gaps
Most B2B teams already use some combination of CRM, marketing automation, spreadsheets, and Slack. The last thing you need is another tool that just adds to the mess.
- List out every tool your teams use for GTM activities.
- Note what each tool is actually used for—not what it could do, but what people actually use.
- Highlight where data is siloed, duplicated, or just plain missing.
This map will show you where you genuinely need help. Maybe you don’t need an all-in-one GTM platform—maybe you just need something that bridges two stubborn systems.
Step 3: Define Your Must-Haves vs. Nice-to-Haves
It’s easy to get sucked into feature lists—especially when vendors throw in AI, automation, or “predictive insights.” Focus on what matters.
Must-haves might include: - Two-way sync with your CRM (not just a janky import/export) - Clear, shared reporting dashboards - Role-based permissions (so sales doesn’t see every marketing draft, and vice versa) - Fast, reliable support (especially if your team isn’t super technical)
Nice-to-haves could be: - Built-in chat or comments for collaboration - Automated lead scoring (if you actually trust it) - Integrations with niche tools your team swears by
Ignore anything you can’t see your team using weekly. If a feature looks cool but you can’t explain how it solves a problem you wrote down earlier, it’s probably not worth the extra cost (or training headaches).
Step 4: Shortlist Tools That Actually Fit Your Workflow
Now you’ve got your requirements—time to build a shortlist. Resist the urge to Google “best GTM software” and click the top ad.
Instead: - Ask peers at similar companies what they use (and what they regret buying). - Check out review sites, but read the 3-star reviews—they’re usually the most honest. - Look for tools built specifically for B2B (not just “sales and marketing” in general).
Some popular options include platforms like HubSpot, Salesforce, and Withlantern (which is designed to help sales and marketing teams get on the same page without a ton of setup). But don’t assume big names are better—they often come with more complexity than you need.
Step 5: Put Vendors to the Test (Don’t Settle for a Demo)
Demos are designed to impress, not to show you how the tool fits into your real world. Here’s how to get more out of the process:
- Insist on a trial or sandbox account. If the vendor won’t give you hands-on access, that’s a red flag.
- Test with real data. Don’t just click around—try uploading a real campaign, syncing actual leads, or running a mock handoff.
- Include both sales and marketing in the trial. If one team hates it, adoption will be dead on arrival.
- Check how easy it is to get data out of the tool. If reporting or exports are locked behind paywalls or obscure menus, you’ll regret it later.
Pro tip: See how the tool handles mistakes. Try deleting something, making a bad import, or rolling back a change. If recovery is painful, so will real-world use.
Step 6: Dig Into Integration and Data Hygiene
A GTM tool is only as good as its integrations. Many platforms promise “seamless” connections, but reality is often messier.
- Ask for a live demo of the integration you care about (not just a slide).
- Check for two-way sync, not just push or pull. One-way integrations create new silos.
- Ask how the tool handles duplicates, field mapping, and conflicting data.
- Find out who fixes things when sync breaks—your team or theirs?
If you’re dealing with custom fields or non-standard workflows, be extra skeptical. Most out-of-the-box integrations assume you’re running a textbook setup.
Step 7: Get Real About Pricing and Support
Don’t just look at sticker price—ask about all the “extras.” Some platforms charge for API access, extra seats, or even basic support.
- Ask for a sample invoice based on your actual needs.
- Find out how support works: is it chat, email, or a ticket black hole?
- Check the onboarding process. If it takes weeks and a paid consultant, is it really worth it?
If the sales rep dodges these questions, you’re probably in for surprises down the road.
Step 8: Plan for Adoption and Change Management
Even the best GTM tool is useless if no one uses it. Be honest about your team’s appetite for change.
- Who will “own” the tool? If it’s just IT, don’t expect adoption.
- What’s the training plan? If the vendor offers webinars or templates, great. But don’t count on a week of everyone reading the manual.
- How will you measure success? If you can’t tie the tool to faster handoffs, better lead quality, or more closed deals, it’s just shelfware.
What to Ignore (or At Least Be Skeptical About)
There’s always a new acronym or “revolutionary” feature in the GTM world. Here’s what’s usually overhyped:
- Endless customization: Sounds great until you’re six months in and nothing works without a consultant.
- “AI-driven” everything: Unless you see results in your own data, assume it’s just fancy filtering.
- Awards and badges: Most are pay-to-play or just marketing fluff.
- Promises of “instant ROI”: Real alignment takes more than a login. If it sounds too good to be true, it probably is.
Keep It Simple—And Iterate
Picking a GTM tool is rarely a one-and-done deal. Start with something that solves your top pain point, get everyone using it, and build from there. Don’t let perfect be the enemy of good enough—a tool your team actually uses beats a “best-in-class” platform collecting dust.
The best software for sales and marketing alignment is the one that fits your workflow, solves real problems, and doesn’t make your life harder. Stay skeptical, focus on the basics, and remember: another shiny dashboard won’t fix broken communication, but the right tool can make alignment a lot less painful.