If you’ve searched for B2B go-to-market (GTM) software lately, you know just how noisy and confusing this space is. Every tool claims to be “AI-powered,” “end-to-end,” and “the only platform you’ll ever need.” Spoiler: most of them aren’t. This guide is for business leaders, sales ops, and marketers who want to cut through the fluff and actually find software that solves real GTM problems — not just add another dashboard to ignore.
Here’s how to actually evaluate B2B GTM software tools without getting burned or buying into hype.
1. Get Crystal Clear on Your Actual Problems
Before you even look at software, nail down what you’re trying to fix or improve. GTM tools aren’t magic wands. If you’re not clear about your needs, you’ll end up with a bloated tech stack and zero ROI.
Questions to ask yourself and your team: - What specific pain points are slowing down our GTM efforts? (e.g., lead routing, reporting, campaign attribution, sales enablement) - Where are we wasting time or losing deals? - What’s not working with our current tools or processes?
Pro tip:
Don’t start with a wishlist of features. Start with the one or two things that would actually move the needle for your team.
2. Map Out Your Current Tech Stack
You can’t pick the right tool if you don’t know what you’re already using — or what’s gathering dust. Many B2B teams are paying for overlapping tools they barely use.
How to do this: - Make a list of every tool your GTM team touches (CRM, marketing automation, data enrichment, analytics, etc.) - Mark which ones are essential, and which are just “nice to have” or barely used. - Note where your tools don’t talk to each other. This is where most GTM friction comes from.
What to ignore:
Demos that promise effortless “integration with 500+ apps.” Most of these are shallow at best. Focus on what actually works with your stack.
3. Build a Shortlist Based on Real Fit, Not Hype
Now that you know your needs and what you’re already using, it’s time to look for options — with your skeptic hat firmly on.
Ways to build a shortlist: - Ask peers in similar companies what’s actually working for them (not what was recommended at a conference). - Check recent, honest reviews on places like G2, TrustRadius, or Reddit. Ignore the five-star reviews that read like press releases. - Look for tools that solve your core problems simply, not platforms that “do it all” but require a full-time admin.
A quick example:
If you’re looking for a GTM content creation and sharing tool, something like Sharefable is built for exactly that — not for running your entire sales org.
4. Dig Into Features — But Stay Ruthless
Most GTM software pages are a feature buffet. Don’t get distracted. Build your own requirements checklist:
Must-haves: - Solves your core pain points (refer back to Step 1) - Actually integrates with your main tools (not just a Zapier workaround) - Has real reporting, not just pretty charts - Can be set up and used by your actual team (not just IT)
Nice-to-haves: - Flexible pricing (not just “contact sales”) - Decent documentation and support - Regular updates, not a stale roadmap
Ignore: - AI claims without specifics (“Powered by AI!” means nothing unless it actually helps you.) - Endless customization options you’ll never use - “Gamification” unless your team is genuinely motivated by badges and leaderboards (rare in B2B)
5. Pressure-Test the Onboarding Experience
A tool that’s a pain to set up will be a pain forever. Don’t trust a vendor’s pitch about “seamless onboarding.” Try it yourself.
What to do: - Insist on a real trial or sandbox, not just a guided demo. - Give it to your actual end-users, not just your most tech-savvy teammate. - Time how long it takes to get to “first value” — when you actually solve a real task. - Check for hidden costs: Do you need paid “implementation consultants” just to get started?
Red flags: - No self-serve trial, or only sales-led demos - “White glove onboarding” that’s just code for “our UI is a mess” - Setup that takes weeks for something that should take hours
6. Talk to Real Customers (Not Just Reference Calls)
Vendors cherry-pick their happiest customers for reference calls. Dig deeper.
How to get the real story: - Search for users on LinkedIn and send a short, polite message asking about their real experience. - Ask peers at companies of your size and complexity, not just big logos on the vendor’s site. - Ask specific questions: What broke? How’s support? What was the biggest surprise, good or bad?
Pro tip:
If you can’t find anyone who’s actually used the tool recently, that’s a sign to be cautious.
7. Test for Scalability and Real-World Edge Cases
Even simple GTM tools can break down as your team or data grows. Think long-term.
Things to check: - Can it handle your data volume without choking or costing a fortune? - Does it support your team’s actual workflow (multiple users, roles, permissions)? - What happens if you need to migrate data in or out? (Exporting should not require begging support.)
What to ignore:
“Enterprise-grade” claims without clear benchmarks or case studies.
8. Scrutinize Pricing and Contracts
This is where a lot of teams get burned. Pricing for B2B GTM tools can be opaque, with hidden fees and “gotchas.”
Watch out for: - Minimum seat counts or annual commitments when you just want to try it out - Extra charges for integrations, support, or reporting - Automatic renewals with no notice
How to get clarity: - Ask for a clear breakdown of all costs, now and as you scale - Push for a pilot or month-to-month option, especially if you’re a smaller team - Don’t be afraid to walk away if pricing feels slippery
9. Don’t Forget Support and Community
When something breaks (and it will), you want fast, real help — not a ticket lost in a black hole.
What matters: - Is support included, or is everything “premium”? - How fast do they actually respond? - Is there a real user community, or just a marketing forum?
Pro tip:
Submit a support ticket during your trial. See how long it takes to get a real answer. You’ll learn a lot.
10. Make a Decision — Then Re-Evaluate in 3-6 Months
No tool is perfect. Whatever you pick, keep your implementation simple at first. Don’t try to use every feature on day one.
What to do: - Roll out to a small team and see how it fits in the real world - Set a calendar reminder to review usage and ROI in a few months - Be ready to switch if it’s not working; sunk costs aren’t a reason to stick with a bad fit
Keep It Simple and Iterate
You don’t need the flashiest or most expensive GTM tool on the market. Focus on what actually helps your team sell, market, and win — and ignore the rest. Start small, test in the real world, and don’t be afraid to change course. The right tool is the one your team actually uses, not the one with the longest feature list.