Looking at yet another sales tool and wondering, “Is this actually going to help my team sell more, or is it just more software for the pile?” You’re not alone. If you’re weighing Proof against other B2B go-to-market (GTM) platforms, you’ll want more than a features checklist. This guide is for sales leaders, ops folks, and anyone tasked with picking tools that don’t waste the team’s time or budget.
Let’s get practical and sort out what actually matters, what’s just hype, and how to make a smart call.
1. Get Clear on What Your Sales Team Actually Needs
Don’t start with features. Start with problems. Before you look at Proof or any other GTM platform, ask yourself:
- What’s broken in your current process?
- Where do reps waste the most time?
- What’s hard to measure or track?
- Where do deals get stuck or lost?
Make a list. It doesn’t have to be fancy. If you don’t know, ask your team (and actually listen). There’s no point paying for AI-powered anything if your real problem is reps not following up on leads.
Pro Tip:
Vendors love to talk about “unlocking revenue potential.” Your job is to cut through that. If a tool doesn’t solve a pain you actually have, move on.
2. Identify the Core Jobs You Need GTM Tools to Do
GTM (go-to-market) software covers everything from prospecting to pipeline management to analytics. Not every tool does it all—and that’s usually a good thing.
Here are the most common “jobs” B2B sales teams need help with:
- Lead capture and routing: Getting inbound leads to the right rep, fast
- Account prioritization: Figuring out who’s worth your time
- Outreach orchestration: Automating or streamlining messaging/follow-ups
- Pipeline visibility: Seeing deal progress (and where it’s stuck)
- Collaboration: Sharing notes, context, and updates across the team
- Reporting/analytics: Not just data, but answers to “what’s working?”
Not every team needs every job solved. Don’t get distracted by shiny dashboards if your reps just need better lead routing.
3. Make a “Must Have” vs. “Nice to Have” List
This is where you get ruthless. Take your pain points and map them to the tool’s features.
- Must Haves are features your team literally can’t function without (e.g., integrates with your CRM, handles your deal volume, fits your workflow).
- Nice to Haves are cool, but won’t change your quarter.
Write these down. Vendors will try to sell you on everything their tool could do. Stay focused.
What to ignore:
- AI for the sake of AI
- Gamification bells and whistles
- Overly broad “all-in-one” claims (they rarely deliver)
4. Compare Proof and Its Competitors Head-to-Head
Let’s get specific. Here’s how to run a fair comparison between Proof and other B2B GTM tools:
a) Ease of Use
- Can your reps pick it up without a week of training?
- Is the interface clear, or are you buried in tabs and pop-ups?
- How many clicks does it take to do everyday tasks?
Honest take:
Some tools have every feature under the sun, but nobody uses them because they’re confusing. Proof sells itself on being user-friendly, but don’t take their word for it—ask for a demo and get your own hands dirty.
b) Integration with Your Stack
- Does it play nicely with your CRM (Salesforce, HubSpot, etc.)?
- Can you connect it to your email/calendar without IT headaches?
- Are there hidden costs for integrations?
Watch out for:
- “We have an API” is not the same as “click, connect, done.”
- Some tools nickel-and-dime you for basic integrations.
c) Automations and Workflow
- Can you actually automate the things that slow reps down?
- Is customization straightforward, or do you need a consultant?
- What breaks if you try to adapt it to your way of selling?
Proof’s angle:
Proof tends to focus on automating repetitive tasks without forcing you into a rigid process. Some other GTM tools promise this, but get clunky fast once you try to go off-script.
d) Data Quality and Visibility
- Does it improve your data, or just add more noise?
- Will managers get clear answers, or just fancier charts?
Red flag:
If the demo is all about pretty dashboards but thin on how the data gets there (and stays clean), be wary.
e) Pricing and Value
- How do costs scale as you grow? (Watch for “per seat” creep)
- Are there onboarding or support fees?
- What’s the ROI—can you actually tie it to more closed deals or faster sales cycles?
Don’t get fooled by:
- “Intro pricing” that jumps after year one
- Bundled features you’ll never use but have to pay for
5. Dig Into Proof’s Strengths and Weaknesses
No tool is perfect. Here’s the honest lowdown on Proof and where it tends to stand out—or fall short—compared to other GTM platforms.
Where Proof Shines
- Simplicity: Proof usually wins on being easy to get started. Teams see value fast without a giant rollout.
- Automation: Good at cutting grunt work—routing, follow-ups, reminders—without a ton of set-up.
- Transparency: You get a clear view of what’s happening in your pipeline, not just more noise.
Where Proof May Not Be the Best Fit
- Deep Customization: If your sales process is highly specialized, you might run into limits.
- Enterprise Complexity: Larger orgs with lots of legacy systems and workflows may need something heavier-duty.
- Advanced Analytics: Proof covers the basics, but some competitors dig deeper into forecasting and multi-touch attribution.
Pro Tip:
If you’re mostly looking to get your reps moving faster and see what’s working, Proof’s a strong pick. If you need to integrate into a labyrinth of legacy tools or need every report under the sun, you’ll want to look harder.
6. Run a Real-World Test (Not Just a Demo)
Demos are fine, but they’re designed to make every tool look amazing. Here’s how to separate fact from theater:
- Get a trial account. Use real data, not the vendor’s sample leads.
- Have actual reps use it. Don’t just let the ops team play around.
- Time basic tasks. How long to add a lead, update a deal, run a report?
- Break things. Try to use it wrong—see how it handles errors or off-script moves.
- Ask for support. Test how fast and helpful the support team is.
What to ignore:
- Fancy demo flows with perfect data
- “Coming soon” features
- Anything that only works in the vendor’s sandbox
7. Get Unfiltered Feedback from Your Team
Before signing anything, talk to your users. Ask pointed questions:
- What did you like? What was annoying?
- Was anything confusing or slow?
- Would you actually use this, or just stick with email and spreadsheets?
Listen for hesitation or eye rolls. If your team hates it, they’ll find workarounds (and you’ll waste your money).
8. Make the Call, but Keep It Simple
After all this, don’t overthink it. You’re not marrying the tool; you’re trying to help your team sell better. Pick the one that:
- Solves your biggest pain points
- Doesn’t make your process harder
- Fits your budget and stack
You can always revisit as your team and needs grow. Don’t let a search for “perfect” block you from making progress.
The Bottom Line
Most GTM tools (including Proof) promise a lot. Some deliver. The real trick is knowing what actually matters for your team—and ignoring the rest. Focus on real needs, run your own tests, and don’t be afraid to keep things simple. You can always swap out software, but wasted quarters are harder to get back.
Pick what works, get your team using it, and keep moving.