If you run sales or marketing in a mid-size company, you know the pitch: “Just buy our go-to-market (GTM) software, and revenue will skyrocket!” In reality, most tools sound the same and don’t deliver. This guide is for anyone tired of the hype and just wants to know which features in Gamma B2B GTM software can actually move the needle, which ones are just fluff, and what you should ignore.
Let’s cut through the buzzwords and talk real features that help real teams grow revenue.
What Even Is B2B GTM Software?
At its core, B2B GTM software helps you find, reach, and win business customers. For mid-size companies, it’s supposed to plug the gaps between sales, marketing, and customer success—so you don’t miss out on deals or waste time chasing dead ends.
Gamma claims to unify all those moving parts. But does it? Here’s what actually matters.
1. Unified Customer Data: The Boring Stuff That Actually Works
Most “innovative” features in GTM tools don’t matter if your customer data is a mess. Gamma’s core strength is bringing together sales, marketing, and support data into one place. Here’s why that matters:
- No more duplicate records: When marketing and sales work from different lists, you chase the same leads twice or ignore them altogether. Gamma’s contact unification cuts this waste.
- Context for every deal: Sales can see marketing history, email opens, and support tickets. No more blind calls or awkward “so, what does your company do?” moments.
- Cleaner pipeline: You can actually trust your pipeline numbers because everyone is looking at the same data.
What to watch for: No system magically fixes bad data. If your team doesn’t input info or keeps using their own spreadsheets, not even Gamma can save you.
2. Account-Based Everything: Focusing on the Right Targets
Gamma puts a lot of weight on account-based sales and marketing (ABM). In plain English, this means focusing your efforts on a shortlist of companies that might actually buy, rather than blasting emails to the world.
- Smart account lists: Gamma helps you build lists based on firmographics, intent data, and past behavior. No more guessing which companies fit.
- Personalized outreach: Tools for segmented messaging, not just “Dear Sir/Madam” blasts.
- Coordinated plays: Sales and marketing can run campaigns together, so prospects get a consistent experience—not five emails from five people.
Pro tip: ABM isn’t magic. It works best if your deals are big enough to justify the extra effort. If your average sale is under $10k, ABM features might not pay off.
3. Pipeline Visibility: Real Answers, Not Just Dashboards
Every GTM tool promises “pipeline visibility,” but Gamma does a better job than most by actually connecting activities to outcomes.
- Deal tracking: You see not just deal size and stage, but also who’s engaged, which emails got answered, and what’s stuck.
- Forecasting: Gamma’s forecasts use both historical data and current activity. It’s not perfect, but it’s a step up from gut feel.
- Bottleneck alerts: The system flags deals stuck in one stage for too long—so you can act before they die.
What doesn’t work: No software can make sense of a pipeline if reps keep deals open forever “just in case.” You still need a culture of honesty about what’s real.
4. Automation That Saves Time (Not Just Adds Noise)
Most teams drown in reminders, task lists, and “helpful” automation. Gamma gets points for focusing on useful automations:
- Automated lead routing: New leads go to the right person, fast—no more missed handoffs.
- Follow-up nudges: If a prospect goes dark, Gamma reminds you to check in. Simple, but effective.
- Multi-channel triggers: Set up sequences that include email, calls, and even LinkedIn, without juggling five tools.
Skip this: Automated generic emails. They rarely work. Use automation to save busywork, not blast out spam.
5. Integration With Existing Tools: Don’t Rip and Replace
Mid-size companies rarely start from scratch. You’ve got tools—email, CRM, maybe an old marketing platform. Gamma offers:
- Out-of-the-box integrations: Connects to Salesforce, HubSpot, Outlook, Slack, and more.
- APIs for custom setups: If you have something weird, odds are you can hook it up.
- Data sync: Changes in Gamma reflect in your other systems (mostly).
Heads up: Integrations are never “one click.” You’ll need IT help, especially for custom stuff or when data lives in weird places.
6. Reporting That Doesn’t Require a BI Degree
Gamma’s reporting is built for people who actually use it, not just for the big quarterly slide deck.
- Pre-built dashboards: See what’s working—no endless setup.
- Ad hoc reports: Quick filters and exports for when the boss asks “what happened last quarter?”
- Attribution: Connects campaigns to revenue, so you know what drove results.
Weak spot: Deep-dive, cross-object analytics are limited. If you want to slice everything six ways, you may still need a proper BI tool.
7. Collaboration Features: Fewer Silos, More Sales
Sales, marketing, and support rarely talk enough. Gamma’s collaboration tools are simple, but they work:
- Shared notes and timelines: Everyone sees deal history in one place.
- Task assignment: Hand off follow-ups or proposals to teammates without endless email chains.
- Comment threads: Talk about deals right in the system—no more Slack ping-pong.
What to ignore: Fancy “collaboration” widgets that nobody uses. Stick to features your team already needs.
Where Gamma Falls Short
Nobody’s software is perfect. Here’s where Gamma still has room to grow:
- Customization: You can tweak fields and views, but deep customization is limited. If you want to build your own workflows from scratch, you’ll hit walls.
- Mobile experience: It works, but feels basic. Good enough for checking a deal, not great for on-the-go selling.
- Pricing: Not cheap. Make sure you’re actually using the features—otherwise, you’re just buying a shinier spreadsheet.
What Matters Less Than Vendors Say
Let’s be honest: not every “innovative” feature is worth your time. Here’s what you can probably ignore:
- AI-driven “insights” that are just repackaged dashboards. Trust your team’s judgment.
- Gamification: Sales isn’t a video game. Contests and badges rarely move the needle.
- Built-in dialers: Most people already use their own phone systems, and switching is a hassle.
Getting the Most Out of Gamma
Here’s what actually helps mid-size teams grow revenue with GTM software:
- Get your data in order first. Garbage in, garbage out.
- Pick two or three core workflows to automate. Don’t try to automate everything on day one.
- Train the team on one way of working. If everyone uses Gamma differently, you’re just adding confusion.
- Review every quarter. Are you actually closing more deals, or just adding steps?
- Ignore features you don’t need. Don’t let the “feature checklist” drive your process.
Keep It Simple, Iterate Often
GTM software like Gamma can help mid-size companies grow revenue—but only if you use the features that matter and skip the ones that don’t. Start simple, focus on clean data and real collaboration, and improve as you go. Don’t get seduced by shiny features or empty promises. The basics—good data, clear process, and a team that actually uses the tool—will always drive more growth than the latest buzzword.
You don’t need perfect software. You need a system your team will actually use. Start there.