If you’re leading a B2B sales team, you already know there’s no shortage of software promising to “transform” your go-to-market process. But what actually helps reps close deals—and what’s just shiny tech for the sake of it? This guide’s for sales leaders, revenue ops pros, and anyone tasked with picking tools that move the needle (not just fill up your stack).
Let’s get practical. Here’s how to cut through the noise and pick go-to-market software that actually makes your sales team’s life easier.
1. Get Clear on Your Real Problems (Not Just What’s Trendy)
Don’t start with a product demo. Start with your pain points. Before you even look at a software list, get brutally honest about what’s slowing your team down.
- Are reps wasting hours on manual data entry?
- Is prospecting scattershot and untrackable?
- Is your pipeline a mess because nobody trusts the CRM?
- Are you missing insights about what actually converts leads?
Pro Tip: Ask your reps what’s annoying about their workflow. They’ll tell you, and it won’t sound like a Gartner report.
What to Ignore
- “AI-powered” everything, unless it actually solves a problem you have.
- Features you don’t understand (or need).
- Buzzword compliance—just because everyone’s got account-based something doesn’t mean you need it.
2. Map Out Your Must-Haves (and “Nice-to-Haves”)
Now, turn your problems into a checklist. What do you need the software to do?
Common must-haves: - Integrate with your CRM (without a PhD in integrations) - Easy-to-use interface (for real humans, not just admins) - Solid reporting and analytics - Quick onboarding for new reps - Security and compliance basics (especially if you’re in regulated industries)
Nice-to-haves: - Out-of-the-box templates - Slack or email notifications - Built-in calling or texting - Price that won’t make your CFO faint
Honest take: Most teams only use a fraction of a tool’s features. If it doesn’t solve your 2-3 biggest problems, skip it.
3. Vet the Shortlist—Don’t Just Trust the Demos
Found a few tools that look promising? Time to dig in.
a. Check Real User Reviews
Ignore the testimonials on the vendor’s website. Go to sites like G2, Capterra, or TrustRadius. Look for:
- Complaints about slow support, hidden fees, or clunky UX
- Positive trends (e.g., “super easy to set up,” “saved my team hours per week”)
- Reviews from companies like yours (size, industry, sales model)
b. Try Before You Buy
If there’s no free trial or real-life sandbox, be skeptical. A flashy demo isn’t the same as your team actually using the tool.
Pro Tip: Set up a test with one or two reps, doing their real work. If they hate it, you’ll know in a day.
c. Dig Into Integrations
Don’t just take “integrates with Salesforce” at face value. Ask:
- Does it sync both ways, or just one?
- Can you customize fields and workflows, or is it rigid?
- Does it break every time your CRM updates?
d. Customer Service Reality Check
If you can’t get a human on the phone now, good luck once you’ve paid.
4. Ask the Right Questions (and Watch for Red Flags)
Here are a few questions to ask every vendor—don’t be shy:
- How long does a typical setup take for a team like ours?
- What does onboarding and training look like?
- What happens if we want to leave—can we export our data?
- Are there surprise costs (API calls, user seats, premium integrations)?
- How do you handle downtime or bugs?
Red flags: - Vague answers about support or pricing - “Custom” pricing with no ballpark figures - No clear process for data export or migration
5. Test for Real-World Fit
It’s tempting to pick the tool with the most features. Don’t. Instead, run a quick pilot.
How to Pilot Without Wasting Weeks
- Choose a small team or a couple of reps who’ll give honest feedback
- Set clear goals (e.g., “reduce manual data entry by 50%” or “improve follow-up speed”)
- Give it two weeks—if it’s a pain after that, it won’t magically get better
If you’re considering something like ZapMail, don’t just look at the slick UI. See if it actually plugs into your existing workflow without making everyone relearn how to sell.
6. Get Buy-In (Or Prepare for Mutiny)
No software is magic if your team resents it or ignores it. Get input from:
- Your top reps (they know what works)
- Sales ops or whoever owns the tech stack
- IT/security (if you’re in a data-sensitive space)
Show them how the tool will help, not just add steps.
Pro Tip: Incentivize adoption—maybe a spiff for the first rep to close a deal using the new system.
7. Ignore the Hype—Focus on What Moves the Needle
Everyone’s pitching “next-gen” and “revenue intelligence” these days. Here’s what actually matters for B2B sales teams:
- Does it save reps time?
- Does it help you spot and fix pipeline issues faster?
- Does it give you visibility into what’s working?
If the answer’s no, don’t get distracted by dashboards you’ll never use.
8. Make the Call—And Set a Review Date
Once you pick your tool, don’t drag out the rollout. Launch it, train people, and check in after 30 or 60 days.
- Is it delivering on the main pain points you identified?
- Are there new headaches you didn’t anticipate?
- Should you double down, tweak the process, or bail out?
No tool is perfect out of the box. But if you’re not seeing real wins after two months, cut your losses and try something else.
Keep It Simple—And Keep Iterating
The best go-to-market software is the one your team actually uses. Forget about building the “perfect” stack. Solve one real problem at a time, listen to your reps, and don’t be afraid to swap out tools that aren’t pulling their weight.
Sales is hard enough. Don’t let your tech make it harder.