If you’re in B2B sales or revenue operations, you know the deal: too many tools, too little time, and a lot of promises that rarely live up to the hype. Choosing go-to-market (GTM) software isn’t just another “digital transformation” project—it’s the difference between missing quota and actually understanding what’s happening in your pipeline.
This article breaks down the features that actually matter in B2B go-to-market software—no buzzwords, just what you need to get deals done. And yes, we’ll dig into how Modjo stacks up, with honest takes on what it gets right (and where you might still want to keep your eyes open).
Who Should Care About This?
- Sales and RevOps leaders tired of chasing ghosts in their CRM
- Founders who need real insight, not just dashboards
- Anyone evaluating GTM tools who doesn’t want to get burned—again
If you’ve ever rolled out a “game changer” tool only to watch your team go back to spreadsheets, this is for you.
What Does “Go-To-Market Software” Even Mean?
Let’s get the basics out of the way. Go-to-market software is a catch-all for tools that help your sales, customer success, and marketing teams reach, engage, and close business customers. But not all GTM tools are created equal. Some are glorified notepads, others are Frankenstein’s monster glued together from too many features.
So what features actually matter? Here’s what you should really be looking for.
1. Call and Meeting Recording—But Make It Useful
What to look for: - Automatic, reliable recording of calls, demos, and meetings (across Zoom, Teams, etc.) - Transcription that’s accurate enough to trust, not just “close enough” - Easy search and tagging so you’re not digging for that one killer objection
What to ignore:
“AI Summaries” that miss half the context or pad out the transcript with fluff. If you can’t trust the output, it’s noise.
How Modjo handles it:
Modjo’s call recording is solid—no major gaps, and the transcription is better than most. Search actually works (which, sadly, is not a given). You can tag key moments and pull up examples for coaching or deal reviews without pulling your hair out. The interface isn’t as slick as some, but it’s reliable, and that matters more.
Pro tip:
Always check if the software covers all the platforms your team uses. No point in a tool that only records Zoom if your customers keep insisting on Teams.
2. Actionable Conversation Intelligence (Not Just Pretty Dashboards)
What to look for: - Real, actionable insights: What’s working in your team’s pitch? Where are deals stalling? - Trends over time, not just one-off highlights - Ability to drill down by rep, team, product, or deal stage
What to ignore:
Wall-to-wall dashboards that look great in a board deck but don’t actually change how you sell.
How Modjo handles it:
The analytics are practical. You can filter by deal stage, topic, or even customer segment, and see which talk tracks are performing. It’s not just “who talked more”—you get real patterns on objections, pricing discussions, and competitor mentions. There’s some AI-generated stuff, but it doesn’t get in the way of the basics.
What’s missing?
If you want deep, AI-driven coaching prompts, Modjo is still catching up to a few of the bigger U.S. players. But for most teams, the insights are more than enough to move the needle.
3. Seamless CRM Integration (Or Close Enough)
What to look for: - Two-way sync with Salesforce, HubSpot, or whatever CRM you use - No manual data entry—calls, notes, and insights should flow automatically - The ability to push key moments or summaries right to the opportunity or account record
What to ignore:
Any “integration” that means your reps have to copy and paste fields every week.
How Modjo handles it:
Modjo’s CRM integrations are straightforward. It syncs recorded calls and summary notes to the right place in Salesforce or HubSpot. You won’t get every single CRM field mirrored, but the important stuff is there. The setup isn’t completely plug-and-play, but you won’t need an army of consultants, either.
Heads up:
If your stack is mostly Microsoft Dynamics or you use a lesser-known CRM, check compatibility first—Modjo’s focus is still on the big names.
4. Coaching and Feedback Features That Reps Actually Use
What to look for: - Easy ways to comment on call snippets, tag moments, and share feedback (without another login) - Playlists or libraries of best-in-class calls for onboarding - The ability to track improvement over time (not just “who played the most recordings”)
What to ignore:
Coaching modules that only managers touch, or systems that make it a chore to review calls.
How Modjo handles it:
Coaching is built in, not bolted on. You can clip moments, add comments, and build playlists by topic or stage. Reps actually use it—because it’s fast and doesn’t require a new workflow. There’s no “gamification” (thankfully), but you can see who’s reviewed what and track feedback over time.
What could be better?
If you want deep learning paths or certification tracking, you’ll need a separate LMS. Modjo focuses on what happens on calls.
5. Security and Compliance—You Can’t Afford Surprises
What to look for: - GDPR compliance for European teams (and similar frameworks elsewhere) - Secure storage and strict access controls - The ability to delete or redact recordings easily
What to ignore:
Vague claims about “enterprise-grade security” with no details.
How Modjo handles it:
Data privacy is a strong point—Modjo is GDPR-compliant, with clear controls on who sees what. You can set access by team, region, or even individual deals. Recordings can be purged or redacted if needed (which is more important than it sounds, especially for regulated industries).
Quick check:
Always ask for their security docs and do your own diligence, but Modjo ticks the main compliance boxes.
6. Ease of Use and Adoption—Because Tools Only Work If People Use Them
What to look for: - Clean, intuitive UI that doesn’t hide key features behind endless menus - Fast onboarding—most reps should get it in an hour or less - Minimal context switching (ideally, it works where your reps already live)
What to ignore:
Feature bloat. If it takes a full-day training, your reps will revert to old habits.
How Modjo handles it:
The interface is no-nonsense. It’s not the most beautiful tool out there, but it’s clear where things are and how to use them. Most teams are up and running in a day. There’s a Chrome extension and some integrations for “work where you are,” but don’t expect 100 plugin options.
A word of caution:
If you’ve got a complex sales process or a dozen custom workflows, you might hit a ceiling. For most B2B teams, though, simplicity wins.
7. Customization Without an IT Degree
What to look for: - Ability to tweak fields, tags, and workflows without calling support - Custom reporting for your team’s actual KPIs - Options to set up your own categories and playbooks
What to ignore:
Tools that lock you into “one way to sell”—your business isn’t generic.
How Modjo handles it:
You can customize topics, tags, and a few workflows—enough for most teams. Reporting is flexible, but not unlimited. If you need super-granular, cross-object reporting, you’ll hit limits. For 90% of teams, though, you’ll get what you need without a consultant.
8. Scalability and Support—No One Likes Growing Pains
What to look for: - The ability to handle growth without slowing down or breaking - Responsive, real-world support (not just chatbots) - Clear, predictable pricing as you add users or features
What to ignore:
“Unlimited” plans with hidden gotchas, or support that takes days to respond.
How Modjo handles it:
Modjo was built for mid-sized and larger B2B teams, so it handles scale well. Support is responsive—real humans, not just tickets into the void. Pricing is clear, with no mystery upcharges for essential features.
What Doesn’t Matter? (But Vendors Love to Hype)
- AI everything: If the “AI” doesn’t actually help your reps sell or coach, it’s just a shiny toy.
- Gamification: Unless your team loves badges (most don’t), skip it.
- Integration with dozens of apps you don’t use: Focus on the 2-3 that matter.
Final Thoughts: Don’t Overthink It, Just Make It Work
There’s no perfect GTM tool—just the right set of features your team will actually use. Focus on clear call recording, actionable insights, real coaching, and integrations that save time. Modjo covers the bases for most B2B teams without drowning you in fluff.
Keep it simple, start small, and tweak as you go. If your reps actually want to use the tool, you’re halfway there. The rest? Iterate, measure, and cut what doesn’t work. That’s how you actually win.