If you’re part of a B2B team trying to get your go-to-market (GTM) act together, you’ve probably heard about Monday. It’s everywhere in the “work OS” chatter—promised as the tool to run sales, marketing, and projects all in one place. But what actually works? What’s just hype? Here’s a straight-shooting look at the key features that genuinely help B2B teams sharpen GTM strategies—plus the stuff you can probably ignore.
Why B2B GTM Teams Struggle with Execution
Before diving into features, let’s get real about the pain points. Most B2B GTM teams have a mess of tools: spreadsheets, CRM, project trackers, email, Slack threads. Stuff falls through the cracks. People duplicate work. You waste time asking “who owns this?” or “where are we on that?”
The promise of Monday is to centralize the chaos so you can focus on moving deals, campaigns, and launches forward. But it’s only as good as the way you use it. Let’s break down the parts that can actually help.
1. Customizable Boards: The Backbone (If You Set Them Up Right)
What’s good:
Monday’s boards are flexible tables where you track tasks, deals, campaigns—whatever. You pick the columns (status, owner, notes, dates, etc.), group them however you want, and create your own workflows. This is Monday’s bread-and-butter.
How it helps GTM: - Sales pipelines: Lay out stages (Lead, Qualified, Proposal, Won, Lost), assign reps, and track movement. - Campaign tracking: Map out marketing campaigns, from content creation to ad spend, with owners and deadlines. - Product launches: Build checklists for each launch phase—so everyone sees dependencies and blockers.
Pro tips: - Don’t overcomplicate. Start with one or two boards and build as you go. - Use board templates as a starting point, but expect to tweak them a lot.
What to skip:
Ignore all the bells and whistles at first (color-coding everything, automation overload). Fancy boards don’t mean you’ll actually use them.
2. Automations: Great—If You Keep Them Simple
What’s good:
Monday’s automations let you set up “if this, then that” rules. For example:
- Move a deal to “Closed Won” → notify the finance team.
- Status changes to “Ready for Review” → ping the manager.
How it helps GTM: - Keeps deals and projects moving without manual nudges. - Cuts down on “did you see this?” emails and Slack spam.
What works:
- Automate routine updates (task assignments, status changes).
- Reminders for overdue items.
Watch out for:
- Going overboard. Too many automations = notification overload and people tuning out.
- Complex chains that break and nobody knows how to fix.
Pro tip:
Start with one or two automations. Add more only if they actually save you time.
3. Integrations: Unified, But Not Magical
What’s good:
Monday connects with tools like Salesforce, HubSpot, Gmail, Slack, and Google Drive. This is crucial for B2B teams that live in their CRM or marketing automation.
How it helps GTM: - Pulls deal/customer info into boards without copy-pasting. - Notifies sales when marketing hands off a lead. - Attaches docs, emails, or meeting notes right to the task or deal.
What to know: - Integrations work best with mainstream tools. If you’re using something niche, you might be out of luck. - Two-way sync can be patchy—test before you trust it for revenue-critical data.
Pro tip:
Connect only the tools you actually use daily. Don’t integrate for the sake of a cool demo.
4. Dashboards & Reporting: Decent, But Not a BI Replacement
What’s good:
You can build dashboards with charts, numbers, and widgets pulled from your boards.
How it helps GTM: - See pipeline health at a glance. - Track campaign performance without digging through spreadsheets. - Monitor KPIs like deal velocity, lead sources, and project progress.
What’s limited: - Dashboards are great for “what’s happening now,” but not for deep-dive analysis. - Custom reporting can get clunky—don’t expect Tableau-level power.
Pro tip:
Use dashboards for team standups or exec updates. For serious analytics, keep your dedicated BI tool.
5. Permissions & Views: Control Without Micromanaging
What’s good:
You can set who sees what—helpful in B2B where not everyone should see every deal or doc.
How it helps GTM: - Sales sees only their accounts. - Marketing can’t edit product roadmap. - Execs get a high-level view, not the day-to-day noise.
Pro tip:
Set permissions early. It’s a pain to fix after everyone’s already poked around.
6. Workdocs & Collaboration: Not a Google Docs Killer, But Useful
What’s good:
Monday lets you create docs (meeting notes, briefs, checklists) inside the platform. You can link these to boards, tag teammates, and comment in context.
How it helps GTM: - Keep campaign briefs or sales playbooks tied to the work, not floating in random folders. - Quick feedback on docs without switching apps.
What’s weak:
- Editing and formatting aren’t as slick as Google Docs or Notion.
- Don’t expect to replace your main doc tool.
7. Timeline & Gantt Views: Visualize What’s Next
What’s good:
You can switch from the classic table to timeline, Gantt, or calendar views. This makes it easier to spot bottlenecks or overlaps.
How it helps GTM: - See if your product launch collides with a big campaign. - Make sure no one’s overloaded during a critical sales sprint.
Watch out for:
- Gantt view is nice, but fiddly for complex dependencies. If you’re running huge projects, dedicated PM tools might be better.
What You Can Skip (Unless You Love Tinkering)
- Forms: Monday’s built-in forms are fine for quick surveys or lead capture, but they’re not a replacement for Typeform or Google Forms.
- Apps marketplace: Lots of novelty add-ons, but most B2B teams get by with the basics.
Real-World, No-Nonsense Setup for B2B GTM
If you’re starting from scratch, here’s a dead-simple way to get a Monday setup that actually works for most B2B teams:
-
Create one board for your sales pipeline.
Columns: Stage, Account Name, Owner, Next Action, Close Date, Value. -
Set up a campaign/marketing board.
Columns: Campaign Name, Owner, Status, Launch Date, Channel, Budget, Results. -
Build a basic dashboard.
Pull in key stats: open deals, campaign status, overdue tasks. -
Connect your CRM if you use one.
Sync account and contact data, but keep it simple at first. -
Set up a couple of automations for reminders and handoffs.
-
Use permissions so people only see what’s relevant.
-
Tie docs and briefs to the right board items so nothing gets lost.
That’s it. Don’t get sucked into customizing every pixel or automating every “what if.” Use Monday to cut down on status meetings and lost info, not to build a second job for yourself.
Final Thoughts: Keep It Simple, Iterate Fast
Monday can absolutely help B2B teams clean up GTM chaos—if you stick to the basics and add complexity only when it actually solves a problem. Don’t let the “work OS” hype fool you into thinking the tool will fix your process. Start small, see what sticks, and adjust as your team’s needs change.
Chances are, the features above will cover 90% of what you need. The rest? Ignore it until your workflow demands it. Simple beats fancy every time.