If your sales process feels clunky, you’re not alone. There’s a never-ending parade of B2B go-to-market (GTM) tools out there, all promising to make selling easier, faster, and maybe even fun. But let’s be real: most sales teams don’t need more software—they need better software that actually saves time and helps close deals.
This guide’s for sales leaders, ops folks, and anyone else tired of wasting budget (and patience) on tools that overpromise. We’ll walk through how to actually evaluate B2B GTM tools, what’s worth your attention, what isn’t, and how a platform like Browse can fit into your stack.
Step 1: Get Clear on What You Actually Need
Before demoing anything, step back and list real pain points. Not wishlist features. Not “what if we could…” dreams. Actual bottlenecks in your sales process. Some common ones:
- Reps wasting hours updating CRM fields
- Leads falling through the cracks after handoff
- Slow deal reviews or approvals
- No way to see which outreach is working
- Clunky handoffs between sales and success
Pro tip: Ask your sales team what actually annoys them day-to-day. Their answers will be more useful than any vendor’s pitch.
Ignore: Fancy AI features or dashboards you’ll never use. If it doesn’t fix a real workflow issue, skip it.
Step 2: Map Your Sales Process—Honestly
Grab a whiteboard or a napkin and map out your actual sales steps. Not the idealized six-stage funnel marketing says you have, but what really happens from lead to close:
- Where do deals get stuck?
- Which steps are manual?
- Who needs to see what, when?
- Where are you duplicating effort?
You’ll spot the real friction. Maybe it’s scattered notes, or approvals that go through three people. Maybe reps are toggling between five tabs to get what they need. This is where GTM tools can help—or just add more clutter if you’re not careful.
Step 3: Build a Shortlist with a Skeptical Eye
Now you know your pain points, look for tools that specifically address them. Here’s how to filter the noise:
- Look for integrations with your actual stack. If it doesn’t sync with your CRM (Salesforce, HubSpot, etc.), move on.
- Prioritize ease of use. If you need a week of training, skip it. Reps won’t use it.
- Ask for real-world customer stories—preferably from companies like yours. Ignore the Fortune 500 logo parade unless you’re actually that size.
- Check for “trialware.” If you can’t try before you buy, be wary.
Watch out for:
- Tools that promise to “revolutionize” sales with vague AI.
- Features your team won’t touch (think: gamification dashboards).
- Long implementation cycles. If it takes months to see value, it’s probably not worth it.
Step 4: Dig Into What Actually Works (And What Doesn’t)
Let’s break down the most common categories of B2B GTM tools, what they really do, and what to watch for:
1. CRM Add-ons and Automation
These promise to keep your CRM clean and reps happy. Sometimes they work, but often they just pile on more fields.
What works:
- Auto-logging emails and calls
- Simple pipeline views (think Kanban boards)
- Easy, one-click data entry
What doesn’t:
- Overcomplicated reporting tools you’ll never look at
- “Data enrichment” that’s just more noise
2. Sales Enablement Platforms
Supposed to help reps access content, templates, and playbooks.
What works:
- Quick search for case studies and decks
- Integrated coaching or snippets
- Tracking who actually views your content
What doesn’t:
- Bloated “content portals” nobody opens
- Overly complex approval workflows
3. Outreach and Engagement Tools
Helps automate emails, calls, and follow-ups. Useful—if not abused.
What works:
- Sequencing that’s customizable (so you don’t spam)
- Analytics on what actually gets replies
What doesn’t:
- “Spray and pray” automation
- Overly rigid templates
4. GTM Workflow Platforms (Like Browse)
A newer layer that connects your GTM process across tools, people, and steps. Browse, for example, aims to unify sales workflows—helping you spot bottlenecks, surface key data, and make handoffs smoother.
What works:
- Centralizing updates and approvals (no more chasing Slack threads)
- Visibility across sales, marketing, and ops
- Quick setup, intuitive UI
What doesn’t:
- Tools that just create another inbox or silo
- Overpromising “single pane of glass” solutions (there’s no such thing)
Step 5: Run a Real-World Trial
Don’t just watch a demo. Set up a 2-4 week trial with a small group. Here’s what to do:
- Pick a real sales process (e.g., qualifying and routing inbound leads).
- Have actual reps use the tool—not just managers.
- Track: Did it save time? Did it reduce errors? Are reps complaining less?
- Get feedback early and often.
Signs it’s working:
- Your team is using it without reminders
- You’re getting better visibility without extra effort
- You can point to at least one deal that moved faster
Signs it’s not:
- Adoption drops after initial excitement
- More manual work, not less
- Complaints about bugs or slowness
Step 6: Decide What to Keep, Expand, or Ditch
After the trial, play it straight. Don’t let “sunk cost” or vendor pressure cloud your judgment. Be brutal:
- If it works, roll it out wider—but only to the teams that need it.
- If it’s so-so, keep looking. Sometimes the right tool just isn’t out there yet.
- If it’s adding friction, shut it down. No shame in saying no.
Pro tip: Review your tool stack every 6-12 months. What helped last year might not fit as you grow or change focus.
Bonus: Questions to Ask Every Vendor
Cut through the pitch with these:
- How fast can we get up and running for a real use case?
- What integrations do you support out of the box?
- Can you show us how a company like ours uses this day-to-day?
- What support do you offer after we sign?
- What happens if we want to leave—can we export our data easily?
If they dodge or can’t answer clearly, that’s a red flag.
Keep It Simple, Iterate Often
The best GTM software is the one your team actually uses, not the flashiest on the market. Start with your biggest pain point, solve for that, and resist the urge to buy a tool for every problem. Iterate as your process changes. You’ll spend less, sell more, and—maybe—enjoy sales again.
Got your eye on a platform like Browse? Try it for a real workflow, not just a demo. Keep what works, drop what doesn’t, and don’t let hype steer your decisions. Simple wins every time.