If you’re reading this, you probably lead or work on a B2B sales team that’s drowning in software options. You’ve seen tools like Rev promising to “transform your go-to-market strategy,” but you just want something that actually helps your team find and close more deals—without making you tear your hair out.
This guide is for sales leaders, operations folks, or anyone in charge of picking the next sales tool. I’ll walk through exactly how to cut through the fluff and figure out if a GTM (go-to-market) tool is right for your team, step by step.
1. Get Clear on the Problem You’re Solving
Before you even look at a demo, pinpoint what’s broken—or just annoying—about your current process. Most teams jump into tool evaluation with a vague idea (“we need more pipeline!”), but that’s how you end up with a shelf full of unused subscriptions.
Ask yourself:
- Is your team wasting time chasing bad-fit leads?
- Are reps spending more time updating CRM than selling?
- Is it hard to track who’s actually moving deals forward?
- Do you need better data, or just easier access to the data you already have?
- Are you trying to scale, or just make the current team more efficient?
Pro tip: Write your real problem on a sticky note and put it on your screen. If a tool doesn’t help solve that, keep moving.
2. Make a List of Need-to-Have vs. Nice-to-Have Features
It’s tempting to get wowed by flashy demos. GTM software loves to show off AI, “predictive” analytics, and integrations you may not even use. Stick to basics.
Make two lists:
Must-haves: - Integrates with your main CRM (Salesforce, HubSpot, etc.) - Surfaces actionable leads or accounts - Easy for reps to use daily (not just admins) - Solid reporting, not just dashboards for dashboards’ sake
Nice-to-haves: - AI scoring or prioritization (if you trust the inputs) - Enrichment with firmographic/intent data - Automated outreach or sequencing (if you plan to use it)
Be ruthless. If a feature doesn’t make your team’s lives easier or directly support sales goals, it’s not a must-have.
3. Dig Into the Data: Quality, Freshness, and Transparency
This is where most GTM tools overpromise. Some claim to have “the world’s best database” or “real-time insights.” Reality is, data is often outdated, incomplete, or just plain wrong.
Here’s what to check:
- Where does their data come from? Is it proprietary, scraped from the web, or resold from other vendors?
- How often is it updated? Quarterly updates aren’t “real-time” for fast-moving industries.
- How transparent are they? Will they show you sample data for your target accounts? Can you test accuracy before buying?
Red flag: If a rep gets cagey or vague about sources or refresh rates, assume the data isn’t as good as they claim.
4. Evaluate Integration: Will This Actually Work With Your Stack?
No piece of GTM software lives alone. If it can’t play nice with your CRM, email, or reporting tools, you’re in for a world of manual workarounds.
Ask: - Does it integrate natively with your CRM, or do you need a third-party connector? - Will it overwrite, enrich, or create duplicate records? - How hard is it to get set up? (Ask for references from teams with a similar tech stack.) - Will you need IT or a consultant to keep it running, or can your ops team own it?
Pro tip: Integration issues are the #1 reason sales tools end up abandoned. Test this early.
5. Put Usability Front and Center
A tool only works if people use it. Some GTM platforms demo well but are a nightmare to navigate day-to-day.
Have your sales reps (not just sales ops or admins) try the tool. Watch for:
- How many clicks to get to key info?
- Is the interface cluttered, or focused?
- Can reps act on insights right from the tool, or do they have to jump back and forth?
- Is training required, or is it (actually) intuitive?
Don’t take the vendor’s word for it. If your team grumbles in the pilot, believe them.
6. Pressure-Test the Claims: What’s Real, What’s Hype?
Most sales tech is sold on “AI,” “machine learning,” or “revenue intelligence.” Sometimes these are real advances. Sometimes it’s lipstick on a spreadsheet.
How to check:
- Ask for specifics. How does their AI work? What data does it use? What can it not do?
- Request case studies from companies your size, in your industry. Ignore the Fortune 500 logos if you’re not one.
- What’s the vendor’s support like after the sale? Fast, or ticket-based purgatory?
Ignore: Demos with cherry-picked examples, endless buzzwords, and wild ROI promises. Trust your gut—if it sounds too good to be true, it probably is.
7. Pilot with a Real Use Case (and a Deadline)
Don’t roll out anything to your whole team on faith. Run a time-boxed pilot—ideally with a small group of reps who’ll give honest feedback.
Set clear goals: - “We want to see a 20% lift in qualified meetings booked.” - “Reps should spend 30 minutes less per day updating CRM.” - “We want better visibility into which accounts are actually engaging.”
Measure against your original sticky-note problem. If the tool moves the needle, great. If not, move on—no shame.
Pro tip: Make it easy for reps to give feedback. Anonymous forms can help cut through politeness.
8. Understand Pricing: Watch for Hidden Costs
GTM software pricing is rarely straightforward. Watch out for: - Per-seat costs that add up fast as your team grows - Upcharges for “premium” features you thought were included - Mandatory onboarding or support fees - Long contracts with tricky auto-renewals
Don’t be afraid to negotiate. Most vendors expect it. And always ask for a written quote—verbal “deals” tend to disappear.
9. Check Support and Roadmap (But Don’t Bet on Promises)
Even the best tools will break or need tweaking. Look for:
- Real support (phone/chat), not just email tickets
- A clear product roadmap—what’s coming, and when?
- An active user community or knowledge base
But don’t buy based on promises. If a feature is “coming soon,” pretend it doesn’t exist. Pay for what works now.
10. Make the Call—Then Revisit in 6 Months
Once you’ve picked a tool, don’t set it and forget it. Schedule a check-in after 6 months:
- Is it solving the problem you set out to fix?
- Are people actually using it?
- Is it still the best fit as your process evolves?
If not, don’t be afraid to change course. The only thing worse than a bad tool is sticking with one out of inertia.
Bottom line: GTM software like Rev can give your sales team a real advantage—but only if you pick based on your actual needs, not the latest hype. Keep it simple, test with real users, and don’t be afraid to say no. Iterate as you go, and you’ll avoid most of the expensive headaches that come with chasing shiny new tools.