If you’re part of a B2B team staring down another quarter of missed targets, clunky handoffs, and sales tools only half your reps use, you know the pain: Go-to-market (GTM) software is supposed to help, but picking the right tool feels like a second job. This guide is for sales, enablement, and RevOps leaders who want to cut through the marketing noise, actually improve team performance, and avoid buying a shiny platform that collects dust.
1. Get Clear on What “GTM Software” Means (And What It Doesn’t)
Let’s set the record straight: GTM software is a catchall for tools that help B2B teams reach customers, close deals, and (hopefully) do it more efficiently. This can include sales enablement platforms, conversation intelligence, coaching, onboarding, and pipeline analytics.
But not every tool calling itself “GTM” actually solves your problem. Some platforms are glorified slide decks. Others are Frankenstein monsters stitched together from acquisitions. A few are genuinely useful, but only if you know what your team actually needs.
Ask yourself: - Do you need to train and onboard reps, or automate outreach? - Is your problem pipeline visibility, or rep skill gaps? - Are your reps using what you already have? If not, why?
Start by mapping your actual gaps, not just the features vendors push.
2. List the Must-Have Features (Ignore the Fluff)
Vendors love to pile on features you’ll never use. Focus on what will actually move the needle for your team. Here’s a list to help you sort real needs from nice-to-haves:
Must-Haves for Most B2B Teams: - Easy onboarding: Can new reps ramp up quickly without a week of training on the tool itself? - Actionable analytics: Not just dashboards, but insights you can act on. Will it help you spot coaching opportunities, lagging reps, or deal risks? - Integration with your CRM: If it doesn’t play nice with Salesforce, HubSpot, or whatever you use, skip it. - Coaching and feedback: Does it actually help managers provide structured, consistent coaching? - Security and compliance: If you’re in a regulated industry, don’t overlook this.
Ignore or Downplay: - “AI-powered” everything. AI is table stakes now; what matters is how it helps, not whether it’s sprinkled in. - Overly flashy dashboards. If it looks like a cockpit, you’ll spend more time explaining it than using it. - Social selling widgets, gamification, or “engagement scores” with no clear business impact.
Pro Tip: When you see a feature list a mile long, ask the vendor which three features customers actually use every week. If they can’t answer, that’s a bad sign.
3. Shortlist Your Options (With Brutal Honesty)
Now’s the time to line up the real contenders. For B2B GTM, the usual suspects include:
- Quantified: Focuses on sales coaching, conversation analysis, and skill development. Their pitch is about actually improving rep performance—not just tracking it.
- Gong: Heavyweight in conversation intelligence. Great call recording and analytics, but can be overwhelming and pricey.
- Chorus (now part of ZoomInfo): Similar to Gong, strong in call analysis, but some teams report support and integration headaches since the acquisition.
- Salesloft: More about sales engagement—think cadences, sequences, and automation. Good for outreach-heavy teams, but less on coaching.
- Outreach: Like Salesloft, with a focus on automating outbound, but not as strong in coaching or analytics.
Don’t get blinded by big names. Some of these platforms are overkill for smaller teams, or if you just need better coaching and onboarding.
4. Put Each Tool Through a Real-World Test
Here’s where most buying committees screw up: they run a demo, watch a canned video, and call it a day. Instead, get hands-on.
What to do: - Run a pilot: Demand a trial with your own data and a small group of reps. If a vendor won’t offer this, move on. - Test integrations: Hook the tool into your CRM and see if it actually works. “Native integration” is often more marketing than reality. - Check reporting: Can you get the insights you care about in under five clicks? If not, your managers won’t use it. - Ask frontline reps: What do they actually think? If they roll their eyes, believe them.
Red flags to watch for: - Onboarding takes weeks instead of days. - You’re forced to use the vendor’s “best practices” instead of your own process. - You can’t easily export your data or reports.
5. Compare Pricing Models (And Watch for Hidden Costs)
Most GTM tools love to price by seat, but the devil’s in the details. Here’s what they don’t always tell you:
- Annual contracts: Most vendors lock you in for a year, sometimes longer. Push for a shorter pilot or quarterly commitment if you can.
- Implementation fees: Some tools charge thousands just to get started.
- “All-in” packages: The base price often covers less than you’d expect. Advanced analytics, integrations, or support may cost extra.
- User minimums: Watch for minimum seat numbers that don’t fit your team.
Get a clear, line-item quote. If you have to decode their pricing PDF, odds are you’ll get nickel-and-dimed later.
Pro Tip: Calculate your total cost of ownership over 2–3 years, not just year one.
6. Ask the Tough Questions—Don’t Accept Fluff
When you talk to vendors, skip the softball questions. Get specific:
- “Which features do your customers actually use the most, and which collect dust?”
- “How much time does a typical manager or rep spend in your tool every week?” (If it’s hours, that’s probably too much.)
- “What happens if we want to leave? Can we export all our data easily?”
- “How do you handle product updates or bugs? What’s your average response time?”
If you get vague answers, canned marketing lines, or “we’ll get back to you on that,” be wary.
7. Make a Decision—But Don’t Marry the Tool
After all this, you’ll have a clear winner—or at least a strong favorite. Once you’ve made your pick, set realistic expectations:
- Start with a pilot: Roll out to a small group. Don’t force the whole team to change overnight.
- Measure outcomes: Are ramp times dropping? Are reps actually using the tool? Do managers coach more, or just check boxes?
- Plan for change: Every tool will need tweaking. Don’t get precious about your choice—if it’s not working, be ready to swap it out.
Pro Tip: A tool that’s “good enough and used” beats the perfect tool nobody touches.
Keep It Simple and Iterate
Don’t let shiny software pull you off course. The best GTM tool is the one your team actually uses to hit their numbers—not the one with the longest feature list or slickest AI demo. Make a shortlist, test with real reps, and remember: it’s easier to switch tools than rescue a failed rollout. Keep it simple, measure what matters, and don’t be afraid to change your mind when the reality doesn’t match the sales pitch.