If you’re a sales or marketing leader, you’ve probably been pitched a dozen “game-changing” B2B GTM (go-to-market) software tools this month alone. Some promise to automate everything. Others claim “AI-powered” magic. Most just end up adding work, not removing it.
This guide is for people who actually have to use these tools — or answer for them when they don’t deliver. If you want to cut through the noise, avoid buyer’s remorse, and find something that actually makes your sales and marketing process simpler, read on.
Step 1: Get Clear on Your Real Problems
Before you even open another demo invite, slow down. What specifically is slowing your team down or costing you money? Here’s how to get real about it:
- Talk to actual users. Ask your sales reps and marketers what burns the most time or leads to mistakes. You’ll get more honest answers from a Slack thread than a strategy deck.
- List your top 3 pain points. Is it lead handoff? Data entry? Slow follow-up? Too many tabs open? Be brutally specific.
- Ignore the hype. Don’t let cool dashboards distract you from the main thing you need to fix.
Pro tip: If you can’t sum up your core problem in one or two sentences, you’re not ready to buy anything.
Step 2: Map Out Your Existing Stack
Buying a new tool without knowing what you already have is a recipe for overlap and frustration.
- Inventory your tools. List your CRM, marketing automation, enrichment, outreach, analytics—everything.
- Check for duplication. Are two different teams using similar tools for the same job? Happens more than you’d think.
- Note what’s working. Some tools are fine—don’t fix what isn’t broken just because a vendor says so.
If you’re new to stack mapping, platforms like Theirstack let you visualize your GTM stack and spot gaps or overlaps quickly. (Not an ad—just a practical shortcut.)
Step 3: Define What “Streamline” Means for You
Vendors love to say their tool “streamlines” things. But what does that look like in your world?
- Fewer steps? Is the tool supposed to cut out manual work? Which steps, exactly?
- Better data? Do you need better lead scoring, or is your issue just with bad contact info?
- Faster action? Are you trying to cut your sales cycle or just get marketing and sales on the same page?
Write down what a “win” would look like. Example: “We want to cut our lead response time from 2 days to 2 hours, with no extra admin work for reps.”
Step 4: Pick Your Must-Haves and Nice-to-Haves
Most tools come loaded with features you’ll never use (or want to pay for). Here’s how to sort the essentials from the noise:
Must-Haves: - Integrates with your CRM (really integrates, not just “syncs”) - Easy onboarding for your team - Clear, simple reporting (not just endless custom dashboards) - Reliable customer support (ask around—don’t trust review sites blindly)
Nice-to-Haves: - Built-in enrichment or AI suggestions (if you’re ready for it) - Custom workflows (only if you have the resources to maintain them) - “Cool” features you might grow into, but don’t need on day one
Ignore: - Over-the-top visualizations that don’t answer real questions - AI features that sound impressive but aren’t explained clearly - Buzzwords like “360-degree view” or “seamless synergy” (nobody actually knows what these mean)
Step 5: Run a Real-World Test—Not a Vendor Demo
A polished demo is a bad stand-in for reality. Here’s how to stress-test a tool before you buy:
- Use your own data. Insist on a sandbox or trial with your leads, contacts, or deals (scrub sensitive info if needed).
- Pick a real use case. Set up a small, controlled test: e.g. one campaign or one sales team for a week.
- Watch for friction. How many steps does it take to do a basic task? Does anyone get stuck or frustrated?
- Measure actual time saved. Did the tool shave minutes off a task, or just shuffle the work around?
- Ask your skeptics. Loop in the person most likely to complain. If they don’t hate it, you’re probably onto something.
Pro tip: Don’t accept “it’s not in the trial, but will be in production.” If you can’t test it now, assume it’s vaporware.
Step 6: Dig Into Integration (and Maintenance) Reality
Integration is where most GTM tools go to die, or at least underperform. Don’t just ask “does this integrate with Salesforce/HubSpot?”—get specific:
- What’s automatic, what’s manual? Is data pushed instantly or do you have to click a button?
- Bidirectional or one-way? Can updates flow both ways, or will your CRM data get out of sync?
- Who owns upkeep? Will you need a dedicated admin or can a regular user manage it?
- What happens when something breaks? (Because it will.) Is there a clear support process? Will you wait days for a fix?
Ask to speak with a real customer who’s been through a few product updates—vendors cherry-pick happy references, so be persistent.
Step 7: Get Honest Pricing and Contract Terms
Sticker shock is real, and lots of “streamlined” tools come with bloated pricing models.
- Ask for total cost of ownership. Include setup, integrations, per-user fees, and any must-have add-ons.
- Push for a pilot. Don’t sign a long-term contract until you’ve proven value with a short-term or month-to-month deal.
- Beware of price jumps. Some tools lure you in with a low price, then jack it up as you add users or features.
Remember: if it takes the vendor three calls to answer “what will this cost us in year one?”—run.
Step 8: Plan for Adoption (or Prepare for Shelfware)
The best tool is the one people actually use. Here’s how to avoid buying expensive shelfware:
- Involve end users early. If reps or marketers hate it, it’ll gather dust.
- Make training simple. If you need a week of workshops, it’s probably too complex.
- Track adoption. Set a calendar reminder for 30/60/90 days post-launch to check if people are really using the tool.
Pro tip: One or two “champions” can’t carry the weight forever. If usage drops off, ask why and fix it fast—or cut your losses.
Step 9: Revisit and Iterate
Even the best decision can age poorly as your business changes. Schedule regular reviews:
- Is the tool still solving your original problem?
- What’s now a pain point? Sometimes, a fix in one area creates new headaches elsewhere.
- Is there a better (or cheaper) option now? Don’t get locked in by inertia—switching costs are real, but so is opportunity cost.
Keep It Simple, Move Fast
There are no perfect tools—just ones that fit your problems, stack, and people a little better than the rest. Don’t get dazzled by feature lists or case studies from unicorns with 50-person ops teams. Focus on your real pain points. Test in the real world. If it doesn’t make your life easier, keep looking. And remember, you can always start small and iterate. That’s how actual progress happens.