If you’re on the hook for picking a go-to-market (GTM) software tool for your B2B sales team, you know the choices are overwhelming. Every vendor claims they're “revolutionizing” sales, but most of us just want something that helps our team hit quota without making everyone’s life harder. This guide will help you block out the noise and actually figure out which GTM tools are worth your time — and which ones aren’t.
This is for sales managers, ops folks, and anyone who wants to stop wasting time on shiny tools that don’t move the needle.
Step 1: Define What “Success” Looks Like (For Your Team)
Before you get lost in feature checklists, nail down what you’re actually hoping to improve. “Better sales” is too vague. Be specific.
- Are you trying to get better leads?
- Do you want to shorten the sales cycle?
- Is the team drowning in admin work?
- Are you missing out on cross-sell or upsell opportunities?
Pro tip: Talk to your top-performing reps and your middle-of-the-pack folks. Dig into what slows them down or what they wish they had. Don’t rely solely on manager-level assumptions.
What to Ignore:
- Vendor promises about “AI-powered” everything. If you can’t tie it to a concrete improvement your team actually needs, skip it.
- Features you might use “someday.” Focus on what matters now.
Step 2: Map Out Your Current Stack (Don’t Skip This)
It’s tempting to grab the hottest new tool and try to fit it in later. That’s a recipe for headaches.
- List every tool your sales team uses: CRM, email automation, data enrichment, dialers, whatever.
- Note which ones are critical, and which could be replaced or dropped.
- Figure out where the biggest pain points are (manual data entry? Dead-end leads? Reporting gaps?).
Why this matters: The best GTM software will fit into your existing setup with minimal fuss. The worst will force you to duct-tape systems together or double-enter data.
What to Ignore:
- Tools that only integrate with “enterprise” platforms if you’re a mid-market shop. Don’t pay for features you can’t use.
- Anything that requires weeks of IT involvement just to get running.
Step 3: Build Your Shortlist (Cut Ruthlessly)
Every week, there’s a new GTM tool on Product Hunt. Don’t get distracted — most won’t last a year. Stick with tools that have:
- A clear focus (not “all-in-one” platforms that do everything, but nothing well)
- Evidence of real users (case studies are fine, but actual reference calls are better)
- A reasonable track record — if it’s less than a year old, proceed with caution
How to build your list:
- Ask peers what’s actually working for them. Ignore LinkedIn influencer posts.
- Look for tools that genuinely solve your team’s top 1-2 problems.
- For example, if you’re after better pipeline visibility and less spreadsheet-wrangling, you might check out Derrick-app, which is built specifically for that.
Pro tip:
- Avoid tools that require you to “rip and replace” your CRM. The cost and pain almost never pay off.
Step 4: Pressure-Test for Real-World Usability
This is where most teams trip up: they pick a tool based on a slick demo, not how it’ll work for real users.
- Demand a real trial, not just a guided demo.
- Set up a quick sandbox with your own data (not the vendor’s pre-baked accounts).
- Get actual sales reps — especially the skeptics — to use it for a week.
Ask:
- Does it add extra steps to daily workflows, or actually save time?
- How much training is needed before someone can use it without a cheat sheet?
- Is the mobile experience any good (if your team needs it)?
- How fast is support when something breaks?
What to ignore:
- “Custom dashboards” that require a consultant to set up.
- Fancy features that only work in the demo.
Step 5: Dig into Integration (This Is Where Dreams Die)
If your GTM software doesn’t play nice with your CRM, marketing tools, or email, you’re in for a world of hurt.
- Make a list of “must-connect” systems (e.g., Salesforce, HubSpot, Slack).
- Ask the vendor for proof of native integrations — not just “Zapier supported.”
- Test syncs yourself during the trial. Look for duplicate records, missing fields, weird delays.
Pro tip: If you find yourself writing a lot of “we’ll just export this to CSV and import it here” notes, stop. That’s not a solution.
What to ignore:
- Integration “roadmaps.” If it’s not live today, assume it’s vaporware.
- Promises of “open APIs” unless you have dev resources to use them.
Step 6: Scrutinize Pricing (and the Real Cost)
Vendors love to bury the real cost in “seat minimums,” onboarding fees, or required add-ons.
- Insist on a clear, written quote based on your actual user count and data needs.
- Watch for limits on contacts, emails, reports, or integrations that force you up a tier.
- Find out what happens if you want to scale down later (seasonal teams or layoffs).
What to ignore:
- Annual contracts that “lock in savings.” Monthly is more expensive, but cheaper than being stuck with something you hate.
- “Free” tiers that don’t actually let you do anything useful.
Step 7: Get Buy-In (or Prepare for Revolt)
Even the best GTM tool will flop if your team won’t use it. Change is hard; don’t underestimate the pushback.
- Involve end users early. Let them vote on the shortlist if you can.
- Get a couple of champions on board — folks who’ll help drive adoption.
- Make it dead simple to get started. Short videos beat a 40-page PDF manual.
What to ignore:
- “Gamification” features that promise to make sales software “fun.” Most reps want to close deals, not earn badges.
- Mandates from above that don’t include real training or support.
Step 8: Measure, Adjust, and (Yes) Be Ready to Ditch It
Set clear metrics for what “success” means before you roll out the tool.
- Are close rates improving?
- Is admin time per deal dropping?
- Are reps actually using the tool, or finding workarounds?
Check in after 30, 60, and 90 days. If you’re not seeing real results, don’t be afraid to pull the plug. Sunk cost is real, but wasting more time is worse.
Pro tip: Document what you learn. The next time you need to evaluate a tool, you’ll have a head start.
Honest Takes: What Works, What Doesn’t, and What to Ignore
What works: - Tools that solve specific, painful problems (not just “look modern”) - Fast, reliable integrations - Responsive support — you’ll need it
What doesn’t: - Platforms that want to “own” the whole stack unless you’re a huge org - Tools that require massive process changes - “AI” features that don’t give clear, actionable outputs
Ignore: - Buzzwords (“next-gen,” “transformative,” etc.) - Features no one asked for (voice assistants, VR, whatever’s trendy) - Vendor “case studies” that don’t match your company size or industry
Keep It Simple, Iterate, and Don’t Get Sucked in by Hype
There’s no perfect GTM tool, and you’ll never find one that does everything perfectly. Focus on solving your team’s real problems, test with real users, and don’t be afraid to walk away if it’s not working. The simpler your stack, the happier your reps will be — and the better your results.
Remember: Buy tools that fit your process, not the other way around. And don’t believe the hype — believe your team’s feedback.