So, you’re shopping for B2B go-to-market (GTM) software to help your sales team actually close more deals—not just add more tabs to everyone’s browser. Maybe the options are all starting to sound the same, and you’re not sure what’s hype and what actually helps real salespeople. This guide is for sales leaders, ops folks, or anyone tasked with picking software that their team won’t roll their eyes at.
Let’s cut through the noise and break down how to evaluate GTM tools, where most vendors fudge the details, and what’s worth your money—using Rogerroger as a real-world example.
Step 1: Get Clear on Your Actual Sales Process
Before you even look at software, get brutally honest about how your sales team really works, not how you wish they did. Most sales software is designed for a “perfect” process that doesn’t exist outside of vendor demos.
- Write down your must-haves. What must your reps do every day? (e.g., log calls, send follow-ups, update pipelines.)
- Map the real process. Watch a rep work for a few hours. Where do they waste time? What’s in Excel or email, not your CRM?
- Spot the biggest headaches. If you could fix just one thing, what would it be? If you don’t know, ask your team—they’ll tell you.
Pro tip: Vendors love to show off features. Focus on workflow. If your team already ignores your CRM, more features won’t help.
Step 2: Decide What Kind of GTM Tool You Actually Need
“GTM software” is a catch-all term. There’s a huge difference between tools that help with prospecting, enablement, pipeline management, or analytics. No tool does everything well, no matter what their homepage claims.
- Are you looking for:
- A smarter way to manage leads and pipelines?
- Better collaboration between sales and other teams?
- Automation for repetitive admin tasks?
- Insights and reporting you’ll actually use?
- Watch for bloat. All-in-one tools often do a few things well and the rest badly. Point solutions can be great if they play nice with your current stack.
What about Rogerroger?
Rogerroger is designed for sales teams who want to manage deals, tasks, and collaboration in one place, with a focus on making email and task management less painful. If your team is buried in email and context-switching, it’s worth a look. If you’re chasing deep data science or heavy marketing automation, it’s probably not the right fit.
Step 3: Shortlist the Tools—Ignore the Hype
There are hundreds of GTM tools. Ignore vendor awards, logos, and “AI-powered” claims until you see actual proof. Instead:
- Ask for a live demo with your data or scenario. If a vendor won’t show your use case, move on.
- Request a free trial or sandbox. If it’s “demo only,” that’s a red flag.
- Check real-world reviews. Look for consistent praise or complaints about onboarding, support, and performance.
What works with Rogerroger:
They’re honest about what the tool does and doesn’t do. The onboarding is straightforward, and you can get a feel for it in a day. But, if your team expects lots of integrations out of the box, double-check what’s available.
Watch out for:
- Features that sound cool but nobody uses (gamification, “AI insights,” etc.)
- Tools that require heavy admin setup before you see value.
- Any pricing page that’s “Contact Us for a Quote” unless you’re a massive enterprise.
Step 4: Evaluate Ease of Use and Adoption (Not Just Features)
The most powerful tool in the world is useless if your team hates it or finds it confusing.
- Test with real users. Have your actual sales reps do their daily work in the tool for a week.
- Track what breaks. Where do they get stuck? Is support helpful?
- Check mobile and email integration. Sales happens everywhere, not just at a desk.
- Measure time-to-value. If it takes weeks to get up and running, you’ll lose momentum.
Rogerroger’s take:
The UI is simple and clean. It’s built around email and task workflows, so if your team already lives in their inbox, it feels pretty natural. There’s not a mountain of training required, which is a relief. But if you have folks who love customizing dashboards or building complex automations, they might feel limited.
Step 5: Dig Into Integration and Data Flow
No GTM tool lives alone. It has to play nicely with your CRM, email, calendar, and maybe a few other key apps. If integration is weak, you’ll be stuck in copy-paste hell (or paying for expensive connectors).
- List your non-negotiable integrations. (For most teams: CRM, email, calendar, maybe Slack or Teams.)
- Ask about open APIs. If your IT team can’t get data in or out, that’s trouble.
- Check sync frequency and reliability. Real-time is nice, but reliable hourly sync is usually enough.
- Beware of “coming soon.” If an integration isn’t available now, assume it won’t be soon.
How does Rogerroger stack up?
It has solid integrations with email and task management tools. It’s not as deep as some of the big names when it comes to CRM or marketing automation. If you rely heavily on Salesforce or HubSpot, make sure your use case is supported. If your workflows are mostly email- and task-driven, you’ll be fine.
Step 6: Scrutinize Pricing—And the Real Cost
Vendors love to hide costs in onboarding fees, required minimums, or “premium” features that should really be standard.
- Get the full price. Ask for a quote for your actual team size and use case.
- Watch for usage limits. Are you charged per user, per action, or for storage?
- Ask about support and upgrades. Is there a “basic” plan that’s useless in practice?
- Factor in migration and training. How much of your team’s time will be eaten up?
Pro tip: If a tool saves your team 10 hours a month but costs you 20 hours to implement, the math doesn’t work.
Rogerroger’s model:
Transparent pricing, no surprise fees. You pay per user. It’s straightforward, but always check the fine print for limits on storage or advanced features.
Step 7: Pilot, Get Feedback, and Decide
Don’t roll out a new GTM tool to your whole sales team on day one. Start with a small group, get feedback, and iterate.
- Run a 2-4 week pilot. Use real deals and data.
- Collect honest feedback. What’s working? What’s annoying? What’s missing?
- Monitor actual usage. If the pilot group is still defaulting to email or spreadsheets, that’s telling.
- Decide quickly. If it’s not a “yes” after a month, it’s probably a “no.”
Rogerroger’s pilot experience:
Quick to try, easy to set up. If your team is vocal about what they need, you’ll know fast if it’s a fit. If the group is “meh,” don’t force it.
Keep It Simple—And Iterate
Choosing B2B GTM software shouldn’t be a months-long saga. Get clear on your real needs, ignore the bells and whistles, and test like you mean it. Don’t be afraid to walk away if a tool doesn’t deliver. Your sales team wants something they’ll actually use—not another platform that just adds work.
Start small, stay honest, and keep it practical. The right tool is the one your team doesn’t complain about—and that’s rarer than most vendors admit.