If you’re running or growing an enterprise, picking a B2B go-to-market (GTM) platform isn’t just another line item—it’s the difference between scaling smoothly and wrestling with a mess of duct-taped tools. This isn’t about chasing shiny features or buying the most expensive thing on the market. It’s about finding something that actually helps your teams sell, market, and serve customers as you grow.
This guide is for operators, revenue leaders, and anyone tasked with picking the tech that’ll support the next stage of growth—without creating a giant headache later.
What Actually Matters in a GTM Platform
Let’s skip the glossy vendor presentations and get real. Here’s what you should actually look for (and what you can safely ignore):
1. True Integration — Not Just “Connectors”
Vendors love to say they “integrate with everything.” In reality, a lot of these integrations are shallow—think: a basic data sync or a one-way feed. That’s not enough if your sales and marketing teams need real-time info, or if you want your data to flow both ways.
Look for: - Native integrations with your CRM (Salesforce, HubSpot), marketing automation, and customer data platforms. - Two-way data sync that updates both systems in near real-time. - APIs that aren’t a nightmare—documentation, support, and real-world use cases matter.
Ignore: Platforms that tout a “marketplace” full of apps but can only push/pull basic contact info.
Pro tip: Ask vendors for a technical walkthrough—not just a demo. Make them show you how their integrations actually work.
2. Data Quality and Enrichment That’s Actually Useful
Bad data will wreck your best-laid plans. Some platforms promise “AI-powered enrichment” but serve up stale or irrelevant info. If you’re scaling, you need data you can trust.
Look for: - Automatic deduplication and cleaning of records. - Contextual enrichment—not just adding job titles, but pulling in buying signals, intent data, and recent activity. - Custom field mapping so you can match enrichment to your specific workflows.
Ignore: Platforms that just slap a LinkedIn profile on a lead and call it a day.
If you’re evaluating enrichment, Fullenrich is worth a look—they cut through the fluff and focus on actually actionable data.
3. Workflow Automation That Doesn’t Require an Engineer
It shouldn’t take a six-month project to automate lead routing or trigger a task based on deal stage. The best platforms let ops and revenue teams set up (and change) workflows themselves.
Look for: - Visual workflow builders you can use without code. - Conditional logic that lets you set “if X, then Y” type rules. - Approval flows for deals, discounts, or custom pricing.
Ignore: Platforms that say “automation” but really mean “call our implementation team.”
4. Reporting That Goes Beyond Vanity Metrics
If you can’t measure it, you can’t improve it. But a lot of platforms drown you in dashboards that look nice but don’t help you make decisions.
Look for: - Customizable dashboards—not just the standard pipeline and activity charts. - Attribution reporting so you know what’s actually working. - Export options (CSV, API) for deeper analysis in your BI tool of choice.
Ignore: Metrics that are just “activity tracked” or “emails sent.” You need insight, not just data.
Pro tip: Have your ops or analytics person preview the reporting during the trial phase. If they can’t get what they need, move on.
5. Role-Based Access and Security That’s Not a Pain
As you scale, more people touch your GTM platform. Sales, marketing, finance, maybe even partners. You need fine-grained permissions, but you don’t want to spend hours managing them.
Look for: - Role-based access control (RBAC) that’s easy to update. - Audit logs to track who changed what and when. - Single sign-on (SSO) and multi-factor authentication (MFA) for security.
Ignore: Platforms that only offer “admin” vs. “user.” That’s not enough for a growing org.
6. User Experience That Won’t Make Your Team Revolt
All the features in the world don’t matter if your team hates using the platform. If adoption stinks, so will your data and your results.
Look for: - Clean, intuitive UI—not just flashy, but genuinely easy to navigate. - Mobile support if your team is on the go. - In-app help and onboarding that doesn’t require a 50-page PDF.
Ignore: Platforms that brag about how “powerful” they are but look like Windows 98.
Pro tip: Put the tool in the hands of your end users (not just the decision-makers) during the trial. Listen to their feedback.
7. Flexibility—Without Becoming a Frankenstein’s Monster
You want something that works for your processes, not just the generic “B2B sales funnel.” But too much customization can turn your platform into a patchwork that’s impossible to maintain.
Look for: - Configurable fields, stages, and objects—but with guardrails. - A clear way to roll back changes if someone experiments and breaks a workflow. - Sandbox environments for testing before you roll out new processes.
Ignore: Platforms that make you hire consultants for every tweak—or, worse, don’t let you customize at all.
8. Pricing That Doesn’t Bite as You Scale
Some platforms start cheap, then wallop you with surprise costs as you add users, integrations, or data. Others charge per record or per API call, which can get ugly fast.
Look for: - Transparent, predictable pricing—ideally with volume or enterprise discounts. - Clarity on “overage” charges for data, API calls, or support. - A contract that doesn’t lock you in forever (look for reasonable exit terms).
Ignore: Vendors who dodge pricing questions or say “let’s talk after the demo.”
Features You Don’t Need (No Matter What the Sales Deck Says)
- “AI” for everything: Most “AI” features are just basic automation with a new label. If it solves a real problem, great. If not, skip it.
- Social media integrations: Unless you actually sell or market heavily on social, this is just clutter.
- Endless customization: Too much flexibility slows you down. Focus on what your team will actually use.
- Built-in email clients: Most teams already have good email tools. You probably don’t need another inbox.
How to Actually Make the Right Choice
Here’s a simple, repeatable way to cut through the noise:
- List your real workflows. Map out what your sales, marketing, and customer teams actually do—don’t just use the textbook process.
- Shortlist platforms that support your must-have integrations. Don’t get distracted by “potential” future use cases.
- Trial with real data and real users. Don’t let a slick demo sell you. See how it works in your day-to-day.
- Pressure test support and community. Reach out to their help desk, ask about onboarding, and check their documentation. If it’s slow or unclear now, it’ll only get worse as you scale.
- Negotiate for flexibility—not just price. Push for contract terms that let you adjust as your needs change.
Keep It Simple, Iterate as You Grow
There’s no perfect GTM platform, and you’ll outgrow some features as you scale. The key is to pick something that fits today’s needs, doesn’t box you in, and is simple enough for your team to adopt quickly. Start with the essentials, ignore the hype, and don’t be afraid to switch things up as your business evolves.
If you keep your eye on what actually helps your teams win more deals—and ignore the noise—you’ll make the right call.