If you’re drowning in sales tools promises and tired of demos that all sound the same, you’re not alone. This guide is for sales leaders, ops folks, and founders who need to pick a B2B go-to-market (GTM) software stack that actually helps close deals—not just adds overhead.
Let’s walk through what matters, what’s hype, and what you can safely tune out.
1. Get Clear on the Real Problems You’re Solving
Before you even look at a demo, nail down what’s actually slowing your sales team down. Most teams don’t need more features—they need fewer headaches.
- Ask your team: What’s wasting your time? Where do deals get stuck?
- Look at your data: Are you losing leads because of slow follow-up, bad handoffs, or poor pipeline visibility?
- Write down your top 3 pain points. If a tool doesn’t address them, skip it.
Pro tip: Don’t let a vendor define your problems for you. Their slide decks are designed to make you think you need everything. You probably don’t.
2. Define Must-Haves vs. Nice-to-Haves
There’s a difference between “would be cool” and “we can’t operate without this.” Be ruthless.
Must-Haves Example: - Integrates with your CRM (ideally in real-time) - Simple, fast reporting - Clean UI your reps won’t hate
Nice-to-Haves Example: - AI-driven recommendations (that nobody uses) - 18 kinds of pipeline views - Animated dashboards
If a tool nails your must-haves and skips the fluff, that’s a win. Don’t pay extra for features your team will ignore after the first week.
3. Build a Shortlist the Right Way
Don’t Google “best sales tool” and call it a day. Here’s a better approach:
- Ask peers what actually works for them. Real feedback beats G2 reviews any day.
- Look for tools built for your team size and sales motion. SMB tools won’t cut it for enterprise, and vice-versa.
- Check how new players (like Laserfocus) stack up. Sometimes the upstarts solve old problems better, and they’re often less bloated.
Watch out for:
- Overhyped “all-in-one” platforms that try to do everything and end up doing nothing well.
- Vendors who say “we can build that for you.” If it’s not there now, assume it’s not coming.
4. Dig Into Integration—Don’t Assume It’s Plug-and-Play
Integration is where most GTM tools fall flat. Forget promises—test it yourself.
- Does it connect to your CRM, email, and calendar without IT heroics?
- How often does it sync? Real-time is rare; “daily batch” is code for “you’ll be annoyed.”
- Can you get your data out if you need to leave? If not, that’s a red flag.
Pro tip: Ask for a sandbox or free trial with your own data. If setup takes more than an hour, it’ll only get messier.
5. Scrutinize the User Experience (and Don’t Trust the Demo)
A slick demo isn’t the same as a tool your reps will actually use.
- Put real end-users in the driver’s seat. If your reps need training videos for basics, move on.
- Count the clicks. More than 3 steps to update a deal? That’s too many.
- Test on the devices you actually use. Mobile, browser, whatever matters for your team.
Reality check:
Most sales tools are designed for sales ops, not the folks who actually close deals. If your team groans at the interface, adoption will tank.
6. Check Reporting and Analytics—But Don’t Get Sucked Into Vanity Metrics
Every tool promises “actionable insights.” What you want is fast, reliable answers to real questions.
- Can you see where deals actually get stuck?
- Are reports real-time, or do you need to export and pivot in Excel?
- How easy is it to customize reports for your workflow?
Avoid: - Bloated dashboards with 50 charts nobody reads - Reports that need a dedicated “analytics person” to interpret
You want clarity, not just charts.
7. Demand Transparent Pricing (and Watch for Gotchas)
Complicated pricing is usually a bad sign. Here’s what to look for:
- Is pricing per user, per feature, or “call us” opaque? The latter usually means expensive and inflexible.
- Are there setup or integration fees? These can add up fast.
- What happens if you need to scale down? Some deals lock you in for a year, even if your team shrinks.
Pro tip:
Ask for a sample invoice. If it’s hard to understand, expect billing headaches down the line.
8. Evaluate Support—Because You Will Need It
Even the simplest tools break or behave weirdly. Check:
- How fast is support? (Test it: send a real question.)
- Is there a real person you can talk to, or just chatbots?
- How good are the docs? If you need a consultant to set things up, it’s too complex.
Support isn’t sexy, but when you hit a blocker before a big launch, you’ll care.
9. Run a Real-World Pilot, Not a Vendor-Controlled Demo
Don’t buy based on a guided tour. Set up a live test with your actual team and real deals.
- Choose a small, high-urgency team. See what breaks.
- Track adoption and results for 2–4 weeks. Did deal velocity improve? Are reps using it, or working around it?
- Document surprises. Good and bad.
If the tool needs a “champion” just to get basic use, it’s probably not a fit.
10. Make Your Choice—But Keep It Simple
Pick the tool that solves your main problems, works with your stack, and your team doesn’t hate. That’s it.
- Don’t overthink “future-proofing.” Most teams switch tools every few years anyway.
- Skip the FOMO. Just because a competitor uses a hot new platform doesn’t mean you need it.
- Get buy-in from your team before you sign. If they’re not on board, adoption will flop.
Final Thoughts: Keep It Lean, Review Often
B2B GTM software should make your sales process simpler, not more complicated. Start with the basics, solve real pain points, and ignore the noise. Review your stack every 6–12 months, and don’t be afraid to rip out what’s not working.
The right tool is the one your team actually uses—and that helps you sell more, not just track more. Keep it simple, stay skeptical, and you’ll be way ahead of the pack.