If you’re in sales ops, RevOps, or running a B2B sales team, you know the promise: the right “go-to-market” (GTM) software tool will fix your pipeline, double your meetings, and make quarterly planning less painful. But after you’ve seen a dozen demos and read enough “sales enablement” buzzwords to last a lifetime, it’s tough to separate what matters from what’s just noise.
This guide is for anyone evaluating B2B GTM software—think platforms like 2xconnect—and wants a grounded, step-by-step way to figure out what’s actually worth your team’s time and money.
1. Get Clear on the Problem You Actually Need to Solve
Most GTM tools sound like they do everything. Spoiler: they don’t. Before you even look at features or get on a call with a rep, nail down the real problems you want to fix.
Ask yourself (and your team):
- Where are reps spending too much time? (Data entry, chasing leads, handoffs between teams)
- What’s breaking in your process? (Messy handoffs, lost deals, lack of visibility)
- Are you missing out on opportunities due to slow follow-up, bad targeting, or disjointed data?
Pro tip: Write down your top 2-3 pain points. If a tool doesn’t directly address those, keep moving.
2. Make a Short List of Tools That Fit Your Use Case
Don’t get hypnotized by market maps or endless “Top 20 GTM Platforms” lists. Most teams only need to look at 2-4 serious contenders.
- Start with the tools that match your sales motion (outbound, inbound, account-based, etc.).
- Ignore tools that are a stretch for your size or industry—if they only do well with 1,000+ seat SaaS companies and you’re a 10-person agency, skip ‘em.
- Look for integrations your team actually uses (Salesforce, HubSpot, Outreach, Slack, etc.). If it won’t plug in easily, it’ll end up shelfware.
Example: 2xconnect pitches itself as a B2B GTM platform for outbound and multi-channel sales teams. If you’re mostly inbound or ecommerce, it’s probably not worth your time.
3. Forget the Demos—Dig Into the Workflow
Demos are designed to wow you with dashboards and make every workflow look smooth. Reality is messier.
- Ask for a trial, sandbox, or pilot. If that’s not possible, ask for a real-life walk-through using your data or a scenario that matches your team.
- Have actual reps (not just managers) try it. Can they figure it out without a manual? If it takes more than 15 minutes for a rep to grok the basics, that’s a red flag.
- Test the core workflow: prospecting, outreach, handoffs, data sync. What feels clunky? Where do people get stuck?
Pro tip: If the platform’s “magic” only works with perfect data or ideal process, expect pain down the road.
4. Pressure-Test the Claims (and Ignore the Hype)
Every GTM tool promises better conversion, more pipeline, and “AI-powered” everything. Most of that is fluff.
How to see through it:
- Ask for proof: “Show me real customer examples—not best-case, but average results.”
- Dig into the AI/automation claims. Is it actually automating work, or just surfacing suggestions you have to act on?
- Push on any “insights” dashboards. Are they actionable, or just pretty charts? The best tools will help you do something, not just see something.
Watch out for:
- “Predictive” features that are really just basic reports with new labels.
- Promises of “seamless integration” that require months of IT work.
5. Check the Data Reality—Not Just the Slideware
This is where most GTM tools fall down.
- How does it handle dirty, incomplete, or duplicate data?
- Can it keep your CRM clean, or will it just add another layer of mess?
- What’s the real story on syncing—does it update in real time, or is there a lag?
Ask:
- “What happens when reps change ownership, or accounts get reassigned?”
- “How do you prevent duplicates or conflicting data?”
A good tool makes your data better, not worse. If you need a full-time admin to keep things clean, that’s a bad sign.
6. Evaluate the Cost—Including the Hidden Stuff
Most software pricing is opaque on purpose. Here’s what to watch for:
- Per-seat vs. flat pricing: Does it scale with your team, or will you get hammered on costs as you grow?
- Onboarding fees: Are there extra charges just to get started?
- Integration or API costs: Are you paying extra to connect to your CRM or other tools?
- Support tiers: Is “premium” support a must-have, or can you get by with basic?
Pro tip: Always ask for a clear, written breakdown of all costs—now and as you scale.
7. Don’t Ignore Change Management (Even If It’s Boring)
The best tool in the world is useless if your team won’t use it. Honest reality: most GTM platforms die on the vine because reps don’t adopt them.
- How hard is it to roll out? Can your team pick it up quickly, or will it require weeks of training?
- Is there a real onboarding plan, or do they just hand you a login and wish you luck?
- What’s the vendor’s reputation for support? Look for honest reviews and ask your network.
Red flag: If most customer stories sound like “after six months, we finally got reps to use it,” be wary.
8. Get References—and Ask the Right Questions
Don’t just take the vendor’s word for it. Ask for 2-3 customer references, ideally in your industry or with a similar sales team size.
Here’s what to ask:
- What were you using before, and what changed (really)?
- How long did it take to roll out and get reps actually using it?
- What’s been the biggest headache?
- If you could do it over, would you pick the same tool?
You’ll get more honesty from peers than from another slide deck.
9. Plan for Iteration, Not Perfection
No tool will be a silver bullet. Even the best GTM software will need tweaks as your team grows and your process evolves.
- Start with a pilot group—don’t roll it out to the whole org at once.
- Gather feedback fast: what’s working, what’s confusing, what’s getting ignored?
- Don’t get bogged down customizing every bell and whistle. Focus on the 2-3 core workflows that matter most.
Pro tip: Plan to review after 30, 60, and 90 days. Kill what’s not working. Keep it simple.
Final Thoughts
Evaluating GTM software like 2xconnect isn’t about picking the tool with the longest feature list or the snazziest AI. It’s about solving real problems for your sales team—without adding more headaches. Stay skeptical, ask tough questions, and don’t overcomplicate things. Start small, get feedback, and remember: most of the magic comes from how your team uses the tool, not the tool itself.