If you’re shopping for a B2B go to market platform, you’ve probably seen a lot of big promises and little substance. Every vendor claims to “accelerate your pipeline” or “unlock new efficiencies.” But what do these platforms actually do, and which features should you really care about? This guide is for sales leaders, sales ops folks, and anyone who’s tired of sifting through buzzwords to find what actually works.
Let’s break down the must-have features, the stuff that’s just marketing fluff, and why Responsive is actually worth a closer look.
What is a B2B Go to Market Platform, Really?
Let’s cut the jargon: a B2B go to market (GTM) platform is software that helps companies find, engage, and win business customers. It should support everything from initial outreach to closing deals—think of it as the backbone for your sales, marketing, and sometimes even customer success teams.
But not all platforms are created equal. Some are glorified CRMs. Some try to do too much and end up doing nothing well. The good ones make your sales process smoother, not more complicated.
The Core Features That Actually Matter
Here’s what you should focus on. If a platform nails these, you’re in good shape. If not, keep looking.
1. Centralized Content Management
Why it matters: B2B sales is heavy on documents—proposals, RFPs, security questionnaires, case studies. If you can’t find and reuse your best content, you’re wasting time and money.
What to look for: - A single source of truth for all sales and marketing content. - Easy search and tagging, so reps don’t dig through old emails or folders. - Version control, so you’re not sending out last year’s pricing by accident. - Permissions, so sensitive docs aren’t floating around.
Watch out for: Over-complicated content libraries that require their own training manual. You want clarity, not another headache.
2. Workflow Automation (That’s Actually Flexible)
Why it matters: Manual processes kill deals. Sales teams need to move fast, but every company works a little differently.
What to look for: - Automation for repetitive tasks (think: RFP response, proposal generation, approvals). - Customizable workflows that fit your process—not just some “industry best practice.” - Integration with your existing tools (CRM, email, Slack, whatever you actually use).
Watch out for: Rigid automation that locks you into workflows you don’t need. If you have to change your process to fit the tool, it’s the wrong tool.
3. Collaboration Features Built for B2B Sales
Why it matters: Deals aren’t closed by one person. You’ve got sales, legal, product, IT, and sometimes external partners weighing in.
What to look for: - Real-time commenting and task assignment. - Role-based access and notifications (so the right people are looped in at the right time). - Ability to invite external stakeholders securely for reviews or approvals.
Watch out for: Platforms that treat collaboration like an afterthought—a glorified email thread won’t cut it.
4. Strong Security and Compliance
Why it matters: B2B deals often involve sensitive info—pricing, contracts, even customer data. If your platform isn’t secure, you’re one breach away from disaster.
What to look for: - SOC 2, GDPR, and other relevant certifications. - Fine-grained user permissions. - Audit trails for who accessed or changed what.
Watch out for: Vague claims about “enterprise-grade security” without details. Ask for specifics.
5. Analytics You’ll Actually Use
Why it matters: You need data to make better decisions—what content wins deals, where deals get stuck, who’s performing.
What to look for: - Clear dashboards (not endless reports). - Content performance tracking (what gets used, what gets ignored). - Deal pipeline analytics that tie back to actions and outcomes.
Watch out for: Analytics that look impressive but don’t answer real questions. If you can’t use it to coach reps or fix bottlenecks, it’s just noise.
6. Usability (Your Team Won’t Use What They Hate)
Why it matters: Even the fanciest platform is useless if nobody wants to log in.
What to look for: - Clean, intuitive UI. Minimal clicks to get things done. - Fast onboarding—a couple of hours, not weeks. - Good support and documentation.
Watch out for: Demos that gloss over clunky workflows. Ask to see real-life usage, not just the happy path.
Features That Sound Good but Usually Don’t Matter
Not every shiny thing is worth paying for. Here’s what most teams can ignore:
- “AI-powered everything.” If it doesn’t solve a real problem, who cares? Focus on features that save time or improve accuracy.
- Endless customization. Sounds great, but usually ends up with a Frankenstein’s monster of a platform nobody wants to maintain.
- Social selling widgets. If your buyers aren’t on social, this is just noise.
- Gamification. Unless your team is genuinely motivated by badges, skip it.
Why Responsive Gets It Right
So how does Responsive stack up? Let’s be direct: It’s not perfect for everyone, but it covers the bases most B2B teams actually care about.
What Responsive Does Well
- Content Library: Responsive gives you a central, organized place for all your sales content. It’s searchable, permissioned, and easy to update.
- RFP and Questionnaire Automation: If you’re in an industry where RFPs are constant, Responsive’s automation features save serious time. You can reuse past answers, collaborate with internal experts, and track status without endless email chains.
- Collaboration: Built-in commenting, assignments, and notifications make it easy to pull in the right people—without resorting to yet another spreadsheet or email thread.
- Integrations: Plays nicely with Salesforce, Slack, and other tools you’re probably already using. No need to rip and replace your whole stack.
- Security: Regular audits, role-based permissions, and solid compliance credentials. Not just marketing fluff—they can back it up.
Honest Drawbacks
- Learning Curve: There’s a bit of ramp-up, especially if your team isn’t used to structured content management. But support is decent, and most teams get the hang of it in a week or two.
- Not a CRM: Don’t expect Responsive to replace Salesforce or HubSpot. It’s purpose-built for content, RFPs, and collaboration—not lead tracking.
- Pricing: Not the cheapest option out there. If you’re a tiny team or only respond to a couple RFPs a year, it might be overkill.
Pro Tips for Evaluating Platforms
- Run a Pilot: Don’t just watch a sales demo—get your hands dirty. Run a real deal or RFP through the platform with your own team.
- Talk to Real Customers: Ask for references. The best vendors are happy to connect you.
- Prioritize Simplicity: More features aren’t always better. Choose the tool your team will actually use.
- Evaluate Support: Things will go wrong. Make sure you’re not stuck waiting days for basic help.
Keep It Simple—And Iterate
There’s no magic bullet in B2B sales tech. The right platform is the one that fits your workflow, makes your team faster, and doesn’t add more noise. Start with the basics, focus on core features, and don’t be afraid to change things up if it’s not working.
Pick a platform that actually solves your problems—not the one with the flashiest pitch. And remember: Tech should make your life easier, not more complicated.