If you’ve ever sat through a “sales and marketing alignment” meeting and left more confused than when you walked in, you’re not alone. Most B2B teams know there’s a disconnect, but good luck finding a tool that actually helps people work together instead of just adding another dashboard to ignore. This review is for the folks who need real answers about whether Theirstack can fix any of that—or if it’s just another shiny object for your tech stack.
What Is Theirstack, Really?
At its core, Theirstack pitches itself as a GTM (go-to-market) platform for B2B teams. Translation: it’s supposed to help sales and marketing see the same data, agree on targets, and (maybe) stop blaming each other when deals stall. Unlike a lot of tools that focus on just CRM or just marketing automation, Theirstack wants to be the connective tissue between the two. Think fewer spreadsheets, less finger-pointing, and, ideally, faster sales cycles.
But let’s get real: every vendor says their tool “aligns teams.” So, let’s break down where Theirstack delivers, where it stumbles, and what’s just marketing fluff.
Theirstack’s Big Promises (and What You Actually Get)
1. Shared Pipeline Visibility (Mostly a Win)
Pitch: Everyone can see the same pipeline, from first touch to closed deal.
Reality: Theirstack does a good job here. The pipeline view is clean, not overloaded, and you can filter by team, campaign, or sales rep. Both marketing and sales can see which leads are moving, which are stuck, and who owns what.
What’s good: - No more hunting for the “real” pipeline number—marketing and sales are finally on the same page. - Easy to spot bottlenecks (are leads dying after the first call, or is it a later stage issue?).
What’s frustrating: - Customizing pipeline stages can get clunky if your process is unusual. - Syncing with legacy CRMs (looking at you, old versions of Salesforce) might require some IT hand-holding.
Pro tip: Don’t try to cram your entire CRM into Theirstack on day one. Start with one segment or vertical, get the kinks out, then roll wider.
2. Lead Scoring and Routing (Better Than Most)
Pitch: Marketing hands off better leads, sales doesn’t chase junk.
Reality: Theirstack’s lead scoring is more transparent than most. You can actually see why a lead scored high or low, and tweak the logic without an engineering degree.
What’s good: - You can customize scoring based on real behaviors (like demo requests or content downloads). - Routing rules are flexible, so hot leads actually get to the right rep.
What’s frustrating: - There’s a learning curve if you’ve never set up lead scoring before. The documentation is decent, but not idiot-proof. - If your team ignores lead scores anyway, no tool will save you.
Ignore: The AI lead prediction feature. It sounds cool, but in practice, it’s just a black box. Stick with rules you understand.
3. Campaign Attribution (No More “Who Gets Credit?” Fights)
Pitch: You’ll know which campaigns actually drive revenue, not just clicks.
Reality: Theirstack’s attribution isn’t perfect, but it’s better than a lot of “last touch” systems. You can track multi-touch journeys and see which content, ads, or webinars nudged things forward.
What’s good: - Clean, visual reports on which campaigns influence deals. - Helps settle those endless “but was it marketing or sales?” debates.
What’s frustrating: - Integrations with ad platforms are hit or miss. Google Ads is fine, LinkedIn is spotty. - You’ll still need someone who understands attribution models to set things up right.
Pro tip: Keep your attribution model simple at first (first touch and last touch are plenty). Get fancy later if you really need to.
4. Collaboration Features (Mixed Bag)
Pitch: Sales and marketing can “collaborate in context” right inside Theirstack.
Reality: There’s a built-in chat and commenting system on leads and deals. It’s fine, but don’t expect it to replace Slack or email. Most teams end up using it as a notepad, not an actual chat tool.
What’s good: - Handy for leaving notes on a big account or flagging issues for marketing to see.
What’s frustrating: - Notifications are easy to miss unless you train people to check Theirstack daily. - There’s no mobile app as of this writing, so field reps are out of luck.
Ignore: The “collaboration score” metric. It’s not clear what it actually means, and it doesn’t change how people work.
5. Reporting and Dashboards (Functional, Not Flashy)
Pitch: Beautiful, actionable dashboards for everyone.
Reality: The reports get the job done, but don’t expect to wow the board. The filters are straightforward, and you can export data if you want to run your own pivots.
What’s good: - Fast to set up, and you don’t need a data analyst to build basic reports. - Easy to compare team performance over time.
What’s frustrating: - Custom charts are limited; if you want deep dives or fancy visuals, you’ll need to export to another tool. - Scheduled reports sometimes lag behind real-time data.
Pro tip: Set up a weekly “what’s stuck?” report for both sales and marketing leads. It surfaces problems before they become big headaches.
What Theirstack Won’t Do (No Magic Bullets Here)
- It won’t fix your team’s communication problems. If sales and marketing don’t want to talk, no software will make them buddies.
- It won’t clean up your data. If your CRM is a dumpster fire, Theirstack will just show you the mess more clearly.
- It won’t “automate” alignment. You still need regular check-ins between teams. Theirstack can help you see the same numbers, but it won’t run meetings for you.
Who Should Actually Use Theirstack?
Best for: - Mid-sized B2B teams (20-200 people) who are tired of living in spreadsheets but not ready for a heavy enterprise suite. - Companies with separate sales and marketing teams who genuinely want to work together. - Teams willing to tweak their processes a bit to fit the tool.
Maybe not for: - Tiny teams (just use your CRM and Google Sheets). - Huge enterprises with tons of custom workflows—unless you’ve got IT resources to spare. - Teams that fight over every new tool and never use them anyway.
Setup and Onboarding: How Painful Is It?
- Getting started: You can be up and running in a day or two if your data is clean and you stick to the basics.
- Integrations: Works well with newer CRMs (HubSpot, newer Salesforce). If you’re on anything else, budget extra time for setup.
- Training: Most folks can figure it out in a few hours, but advanced features (like custom scoring or attribution) might need a workshop or two.
Pro tip: Assign one person from sales and one from marketing as “owners” during rollout. If it’s just IT driving this, adoption will tank.
Pricing: Is It Worth It?
Theirstack isn’t cheap, but it’s not outrageous either. Pricing is usually per user per month, with discounts for bigger teams. There’s a free trial, but the real value only shows up after you’ve connected your data and run a few campaigns.
What you’re really paying for: Less time fighting over numbers, fewer “whose spreadsheet is right?” meetings, and a faster path to real pipeline growth. If those sound valuable, the price is fair.
Bottom Line: Should You Buy It?
Theirstack does a lot right—shared pipeline, honest lead scoring, and decent attribution. It won’t magically make your sales and marketing teams best friends, but it does give you one version of the truth. The main thing: don’t expect miracles, but do expect fewer headaches if you use it well.
Keep it simple: Start with the basics, build buy-in, and ignore the fluff features. Alignment isn’t a software problem—it’s a people problem. Theirstack just helps you see what’s really going on, so you can fix it together.
Now, go clean up your pipeline and get back to real work.