Looking for the right go-to-market (GTM) software for your sales team? You’re not alone. Every growing B2B sales org hits a point where spreadsheets and sticky notes just can’t keep up. Maybe someone on your team suggested Vocal. Or maybe you’ve been bombarded with ads for twenty “revolutionary” tools this week alone.
Here’s the thing: most GTM tools sound the same and promise the world. But you need something that actually fits your real-life sales process—not just the marketing deck.
This guide cuts through the noise. It’ll walk you step-by-step through how to actually evaluate tools like Vocal, so you don’t end up with expensive shelfware or a tool no one uses.
Step 1: Get Clear on What You Really Need
Before you even look at a demo, get specific about your pain points. Otherwise, you’ll get wowed by features you’ll never use.
Ask yourself and your team: - Where are we dropping balls right now? (Is it lead handoff? Tracking follow-ups? Reporting?) - What’s working fine that we don’t want to mess with? - What’s our actual sales process—on paper, not in theory? - What are the “must-haves” vs. “nice-to-haves”?
Pro tip: If you catch yourself saying “it’d be cool if…,” park that feature for now. Focus on your top 2-3 headaches.
Step 2: Build a Shortlist (and Ignore the Buzzwords)
You can easily waste a week Googling “best B2B GTM software.” Don’t. Instead:
- Ask peers in similar companies what they actually use (and if they’d buy it again).
- Scan review sites, but filter for companies your size and industry.
- Ignore tools that pitch “AI-powered synergy” without showing real use cases.
If Vocal is on your list, great. Add 2-3 others for comparison—ideally, ones your peers actually like.
Step 3: Pressure-Test the Features (Not Just the Demos)
Every vendor demo is designed to impress. The real test: does it handle your workflow?
How to assess features honestly: - Map your process: Take a concrete deal your team worked recently. Can the tool handle each step, or are you jumping through hoops? - Check integrations: Does it play nicely with what you already use (CRM, email, Slack, etc.)? If they promise an “open API” but you don’t have dev resources, that’s not helpful. - User experience: Can your least techy rep figure it out without a manual? - Reporting: Can you get the numbers you care about, or just pretty dashboards?
What to skip: - Features you “might grow into” two years from now. Buy for today’s team, not a fantasy future org chart. - Advanced automation you’ll never set up (unless you have a dedicated ops person).
Step 4: Dig Into the Stuff That Actually Matters (But Vendors Downplay)
Here’s what makes or breaks GTM software after the honeymoon:
- Adoption: If it takes two hours to log a call, no one will do it. Look for tools that make things easier, not just possible.
- Support: Try their help chat or email. Did you get a real answer, or a copy-pasted FAQ? You’ll care when something breaks.
- Pricing traps: Watch out for “per seat” fees that add up fast, or annual contracts with no trial. Ask what happens if you need to scale up—or down.
- Data ownership: If you leave, can you get your data out easily? (You’d be surprised how many don’t make this easy.)
Pro tip: Ask for a trial with a real use case, not a pre-loaded sandbox. If they balk, that’s a red flag.
Step 5: Run a Real-World Pilot (Don’t Just “Test” It)
A pilot isn’t just logging in and poking around. It’s about making the tool do real work.
How to run a pilot that actually tells you something: - Pick 1-2 reps who represent your team (not just the techiest ones). - Set a clear time frame (2-4 weeks is plenty). - Have them run their actual pipeline through the tool, not just dummy data. - At the end, ask: What was easier? What was a pain? What fell through the cracks?
If they’re still using their old spreadsheets “just in case,” the tool didn’t pass.
Step 6: Get Honest Feedback—Then Decide
Before you sign anything, get unfiltered feedback from your testers. Not just “do you like it?” but:
- What got easier?
- What was confusing or annoying?
- What broke or didn’t work as promised?
- Would you be annoyed if we took this away tomorrow?
If the answers are lukewarm, don’t let a sunk-cost mindset (“but we spent so much time on this…”) drive your decision.
Step 7: Negotiate, Commit, and Roll Out (Simply)
If a tool passes your real-world test, now’s the time to get the best deal.
- Don’t be shy about asking for discounts, better payment terms, or a shorter contract to start.
- Get clarity on onboarding—will they actually help, or just send you a PDF?
- Set a launch plan: Simple training, real workflows, and a no-guilt way for reps to ask for help.
Don’t: Over-architect the rollout or try to automate everything on day one. You’ll just confuse people and stall adoption.
What Actually Works (and What Doesn’t)
Works: - Focusing on your real pain points, not the shiniest features. - Getting buy-in from frontline reps, not just sales managers. - Running a real pilot, not just relying on vendor demos. - Keeping the initial rollout dead simple.
Doesn’t: - Buying based on hype or FOMO (“everyone’s using it!”). - Overpaying for features you’ll never touch. - Assuming your team will magically change their habits for a new tool. - Ignoring support and data portability because “we’ll never switch.” (You might.)
Keep It Simple and Iterate
There’s no perfect GTM tool. The best one is the one your team actually uses to close more deals with less friction. Start with your real needs, test in the real world, and don’t overthink it. If you make a mistake, switch. Most teams try a few duds before they get it right—just don’t get stuck.
Remember: Simple wins. Iterate as you grow, and don’t let the hype cloud your judgment. Good luck out there.