If you’re part of a sales org that’s outgrown spreadsheets and half-baked workflows, you’ve probably heard about B2B go-to-market (GTM) tools. Maybe you’re eyeing something like 11x—or maybe you just keep getting LinkedIn DMs from their SDRs. Either way, you know the stakes: pick the right tool and your sales team runs smoother, closes faster, and spends less time on busywork. Pick wrong and you’re stuck with yet another dashboard nobody uses.
This is for sales leaders, ops folks, or founders who want real answers—not just another vendor pitch. Here’s how to actually evaluate GTM tools for scaling your team, minus the buzzwords.
1. Get Clear on What “Scaling” Means for You
Before you even open a demo tab, nail down what “scaling” actually looks like for your team. Are you:
- Hiring a bunch of new reps?
- Expanding into new markets?
- Trying to double your pipeline without doubling your headcount?
- Just tired of duct-taping together point solutions?
Why bother? Because every tool will claim it “scales sales.” But your version of scale might be totally different from theirs.
Pro tip: Write down your top 3 bottlenecks. These are the things that slow you down or make your life miserable (manual data entry, missed follow-ups, reps not using the CRM, etc.). Any GTM tool you evaluate should directly address at least one of these.
2. Build a Shortlist—But Ignore the Hype
Vendors love to say they’re “AI-powered” or “all-in-one.” Truth is, most GTM software looks the same on a sales deck. Here’s how to cut through it:
- Word of mouth: Ask peers what actually works. Not what’s “cool”—what gets daily use.
- Check for integrations: If it doesn’t play nice with your CRM, email, and calendar, you’ll regret it.
- Ignore G2/TrustRadius hype: Reviews can help, but they’re often gamed. Watch for details, not star ratings.
- Demo fatigue is real: Don’t book six demos. Three is usually enough to spot patterns.
Red flags:
- Overpromising (“10x your pipeline in 6 weeks!”)
- Vague features (“revolutionary AI” with no detail)
- No mention of onboarding or support
3. Dig Into the Core Features (And Skip the Fluff)
B2B GTM tools like 11x all promise the world. Here’s what to actually look for:
Must-Have Features
- Automated prospecting: Can it help you find, qualify, and reach out to leads automatically, or will you still need to do a bunch of manual work?
- Workflow automation: Does it cut down on repetitive tasks—like follow-ups, reminders, or updating fields?
- Pipeline visibility: Is it easy to see what’s moving, what’s stuck, and why?
- Reporting you’ll actually use: Are reports clear, easy to customize, and exportable? Or will your team ignore them?
Nice-to-Have (But Not Dealbreakers)
- AI “insights”: Sometimes useful, often just a buzzword slapped on basic automation.
- Enrichment tools: Pulling in data from LinkedIn, email, or third-party databases can help, but it’s rarely a magic bullet.
- Advanced analytics: Unless you have a data analyst on hand, most sales teams stick to basic numbers.
Probably Overkill
- Built-in dialers/chats: If your team already has phone or chat tools they love, don’t pay extra for features you won’t use.
- Hyper-granular forecasting: Unless you’re an enterprise with a huge sales ops team, most teams never look at these.
Gut check: If you can’t explain how a feature solves one of your top 3 bottlenecks, it’s probably not worth paying for.
4. Test Drive—Don’t Just Watch a Demo
Demos are designed to make everything look easy. But most of the time, real life is messier.
How to really test a GTM tool:
- Ask for a trial: If they don’t offer one, ask why.
- Load your real data: Not sample or dummy leads. Use your actual contacts (scrub sensitive info if needed).
- Run a live workflow: Try adding leads, moving deals through the pipeline, sending a sequence, or whatever you do daily.
- Get your reps involved: If your team hates the UI, usage will tank. Let a few reps try it and give honest feedback.
- Break stuff: Try to “mess up” (e.g., duplicate leads, skip steps, use weird edge cases). If it’s hard to fix mistakes, that’s a red flag.
Pro tip: Time how long it takes to do your most common task. If it’s not faster than your current process, why bother switching?
5. Grill Them on Onboarding and Support
Most of the pain from new software comes after the contract is signed. Here’s what to find out:
- Onboarding: Will you get a human to help you set up, or just a video library?
- Support hours: Are they available in your time zone? Do they respond quickly?
- Documentation: Is it actually helpful, or just a bunch of screenshots?
- Training: Will they train your team, or are you on your own?
- Data migration: Is there a plan for moving your old data, or is that your problem?
Don’t be afraid to ask for references from current users, especially ones with similar team size or industry. If they hedge, that’s a warning sign.
6. Price—And the Real Cost
Sticker price is just the start. Here’s what to watch for:
- Minimum seats: Some tools force you to buy more licenses than you need.
- Yearly contracts: Month-to-month is rare, but ask. Don’t get locked in too soon.
- Hidden fees: Is there a setup or API fee? Extra charge for integrations or support?
- “Custom” pricing: Translation: “We’ll charge what we think you’ll pay.” Push for transparency.
And remember: time is money. If it takes weeks to roll out, or if reps need tons of training, those are real costs. Sometimes a slightly “less powerful” tool that’s easy to use is the better deal.
7. Check for Flexibility and Future-Proofing
You’re buying for today’s needs—but will it work when your team doubles, or when you shift strategies?
- Custom fields/workflows: Can you tweak it as your process changes?
- API access: If you want to connect it to other tools later, is that doable?
- Export options: Can you get your data out easily if you want to leave?
- Roadmap transparency: Are they shipping real improvements, or just talking about them?
A good vendor will show you what’s coming next—and be honest about what’s not on the horizon.
8. Don’t Ignore the Human Side
Software is only as good as the people using it. Don’t forget:
- Team buy-in: If reps see it as “just more admin,” adoption will crater.
- Champion: Have at least one person who will own the rollout.
- Feedback loops: Is it easy to get help, tweak processes, and keep improving?
No tool will “fix” a broken sales process, bad data, or lack of management. But the right one can make good habits easier.
Wrap Up: Keep It Simple, Iterate Fast
Most teams overthink this stuff. The best GTM tool is the one your team will actually use, that solves your real problems, and that doesn’t slow you down. Start simple, test ruthlessly, and don’t get dazzled by AI buzzwords or fancy dashboards you’ll never look at.
You can always add complexity later. For now, focus on tools that cut friction, not add it. And remember: there’s no magic bullet—just a handful of software that, when chosen wisely, actually lets your sales team sell.