So you’re shopping for B2B go-to-market software. Maybe you’re eyeing Voiptimecloud, or maybe you’re just tired of hopping between tools that all promise the moon and deliver a calendar invite. Either way, you want a system that helps your sales and marketing teams actually close deals, not just fill in dashboards.
This guide is for folks who want to cut through the noise. We’ll get into which features and integrations actually matter for B2B teams, which ones are just hype, and how to spot the difference. If you’re responsible for picking (or recommending) go-to-market tools, keep reading.
What Is “Go To Market” Software, Really?
Before we talk features, let’s get clear on what this stuff is supposed to do. “Go to market” software is a catch-all for platforms that help you connect with leads, manage outreach, and (hopefully) turn prospects into paying customers. In B2B, this usually means a mix of sales automation, CRM, calling, emailing, and analytics.
Think of it as your sales team’s operating system. If you get it right, great—your people spend more time selling and less time wrestling with spreadsheets. If you get it wrong, you burn money on software nobody actually uses.
Core Features That Actually Matter
Here’s the stuff you should care about. Skip these, and no amount of AI or “intelligent pipelines” will save you.
1. Contact and Lead Management That Doesn’t Suck
- Why it matters: You’ll need a clean, central list of leads and contacts—no more, no less. If your team can’t find the right person to call, you’re dead in the water.
- What to look for: Fast search, easy filtering, and bulk editing. Can you import/export without needing a data scientist? Does it handle duplicates well?
- What to ignore: Colorful dashboards that look pretty but hide bad data underneath.
Pro tip: Test the import process yourself. If it’s a pain, your team will hate it.
2. Calling and Dialer Capabilities
- Why it matters: For B2B, especially outbound, you need reliable calling. Look for power dialers, click-to-call, call recording, and voicemail drops—these save real time.
- What to look for:
- Local presence dialing (shows a local caller ID)
- Call queues and routing
- Call recording and note-taking
- Compliance tools (TCPA, GDPR, etc.)
- What to ignore: “AI-powered conversation analysis” unless you have a big team and a dedicated manager to actually use the insights.
3. Email Outreach and Tracking
- Why it matters: Most deals don’t close on the phone. Multi-touch email sequences are key.
- What to look for:
- Automated email sequences
- Open/click tracking
- Easy-to-edit templates
- Unsubscribe handling (don’t spam people)
- What to ignore: Endless template libraries. You’ll end up writing your own anyway.
4. Task and Workflow Automation
- Why it matters: Salespeople forget stuff. Automated follow-ups and reminders keep you on track.
- What to look for:
- Set-it-and-forget-it task creation (e.g., “call this lead in 3 days”)
- Visual pipeline and task boards
- Alerts for hot leads or missed follow-ups
- What to ignore: Overly complicated “workflow builders” that require an IT degree.
5. Reporting That’s Not a Black Hole
- Why it matters: If you can’t see what’s working, you can’t fix what’s broken.
- What to look for:
- Basic activity reports (calls made, emails sent, meetings booked)
- Lead conversion tracking
- User-level performance
- What to ignore: “Predictive analytics” unless you have tons of clean data (most don’t).
Integrations You’ll Actually Use
Don’t get dazzled by a mile-long integration list. Focus on what plugs into the rest of your tech stack. Here are the ones that move the needle for most B2B teams:
1. CRM Integrations
- Why it matters: Most sales orgs already use a CRM like Salesforce, HubSpot, or Pipedrive. Your go-to-market tool should push/pull contact, deal, and activity data—automatically.
- What to look for:
- Two-way sync (not just manual export/import)
- Field mapping you can actually configure
- Real-time updates, not hourly batch jobs
Pro tip: Test with a small data set before rolling out. Bad syncs cause more pain than no sync at all.
2. Email and Calendar Sync
- Why it matters: If your outreach tool and your inbox don’t talk, things fall through the cracks.
- What to look for:
- Google Workspace and Microsoft 365 integration
- Calendar event tracking
- Automatic logging of emails and meetings
3. Telephony and SMS
- Why it matters: All-in-one platforms are nice, but sometimes you need external calling or texting tools.
- What to look for:
- VoIP providers (Twilio, RingCentral, etc.)
- SMS sending with opt-out compliance
- Click-to-call from within your CRM
4. Data Enrichment and Lead Sourcing
- Why it matters: Garbage in, garbage out. Integrations with ZoomInfo, Clearbit, or LinkedIn Sales Navigator can help keep your data fresh.
- What to look for:
- Automated enrichment (not just manual lookup)
- Lead scoring that’s actually customizable
5. Other Productivity Tools
- Why it matters: Nobody wants to copy-paste notes from one tool to another.
- What to look for:
- Slack or Teams notifications for critical events
- Zapier or Make.com (formerly Integromat) for “glue code” automation
- DocuSign or PandaDoc for contracts
Don’t Get Distracted by Shiny Objects
Every vendor is cramming “AI” and “automation” into their marketing. Here’s the truth: most sales teams need the basics done well before they need machine learning. If a feature sounds too good to be true—“never miss a hot lead again!”—it probably is.
Ask yourself:
- Will my team actually use this every day?
- Does it save time, or just add steps?
- Can I explain it to a new hire in under 5 minutes?
If the answer is “no” to any of these, move on.
Honest Pros and Cons: What Works, What Doesn’t
What Works
- Fast, reliable dialing: If it’s slow or buggy, reps will just use their phones.
- Simple automations: Reminders, follow-ups, and basic workflows keep things moving.
- Clean integrations: Syncs that just work mean less manual entry and fewer mistakes.
What Usually Doesn’t
- Overly complex reporting: Most teams need a handful of metrics, not a data warehouse.
- All-in-one promises: Jack of all trades, master of none. It’s better to do a few things well.
- Rigid processes: If you can’t tweak workflows or fields, you’ll outgrow the tool fast.
How to Evaluate a Platform (Without Losing Your Mind)
- List Your Must-Have Features
- Distinguish between what you actually need and what’s just nice to have.
- Try Before You Buy
- Get a real demo account. Don’t rely on pre-canned tours.
- Test Integrations Early
- Sync with your CRM and email before rolling out to the whole team.
- Get Feedback from Actual Users
- Have reps, not just managers, use the tool for a week.
- Ask About Support
- When something breaks (and it will), how quickly can you get help?
- Budget for Change
- Switching tools is disruptive. Make sure the pain is worth the gain.
Wrapping Up: Keep It Simple, Iterate Fast
Picking the right B2B go-to-market software isn’t about checking every box—it’s about finding something your team will actually use and that makes their life easier. Start with the basics: clean lead management, reliable calling and email, and integrations that work. Ignore the fluff. You can always add complexity later.
Try, test, get feedback, and don’t be afraid to switch if something better comes along. Simple wins, every time.