You’re hunting for a B2B GTM (Go-To-Market) software tool, and you want the real story—not a sales pitch. There are a million options, each promising the world. Most are bloated, overpriced, or just plain confusing. If you’re a sales, rev ops, or marketing leader (or the person everyone expects to “figure it out”), you need a tool that actually helps you hit revenue goals without turning your daily workflow into a mess.
Let’s break down the features that genuinely matter in B2B GTM software. I’ll call out what’s essential, what’s overrated, and where Getctrl fits in—warts and all.
Why Picking the Right GTM Tool is a Headache
First, a reality check: most B2B software is built for checklists, not outcomes. You’ll see buzzwords like “AI-powered alignment” or “360-degree visibility.” Ignore them. What you need is a tool that actually supports your day-to-day: aligning teams, making data useful, and helping you act fast.
And if it can’t play nice with your existing tech stack? Forget it.
The Features That Actually Matter (And a Few That Don’t)
Here’s what you should look for, based on what real teams actually struggle with—plus some honest takes on what’s often overhyped.
1. Unified, Actionable Data (Not Just Dashboards)
What to look for: - Pulls in data from your CRM, marketing automation, product usage, and support tools. - Normalizes messy data so you can trust what you’re seeing. - Lets you act—not just view. Can you trigger workflows or alerts from this data?
Why it matters:
If you’re toggling tabs or second-guessing reports, your GTM motion slows to a crawl. Data should be a single source of truth, not a source of fighting.
Overhyped:
“AI insights” that spit out generic recommendations. You don’t need a robot telling you to “follow up with leads.”
Getctrl’s approach:
Getctrl connects to the usual suspects—Salesforce, HubSpot, Zendesk, and more. The difference? It actually cleans up and merges records, so your sales, marketing, and CS teams are (finally) looking at the same set of facts. You can set up real-time triggers for key changes, not just stare at stale dashboards.
2. Clear, Flexible Segmentation
What to look for: - Can you slice your accounts by health, product usage, stage, region, or whatever you care about? - Are these segments easy to update as things change? - Will non-technical users actually build these lists, or does it take a PhD in “drag-and-drop” logic?
Why it matters:
One-size-fits-all playbooks don’t work. You need to find the gaps—fast—and act on them, whether it’s for expansion, churn risk, or targeted outreach.
Overhyped:
“Predictive scoring” with magic black-box models. If you can’t explain the logic to your CRO, you won’t trust it.
Getctrl’s approach:
Segmentation in Getctrl is refreshingly simple. Anyone can build and tweak segments—no SQL, no endless filters. Changes sync instantly, so you’re not stuck waiting for a nightly update. If you want fancy scoring, you can layer that in, but it’s not forced down your throat.
3. Collaborative Playbooks (That Teams Actually Use)
What to look for: - Built-in playbooks tied to real triggers (like product usage drops or deal stage changes). - Easy for teams to follow and update steps. - Clear ownership—who does what, by when?
Why it matters:
Most GTM tools die because nobody follows the process. If your reps don’t see value in the tool, they’ll stick to spreadsheets.
Overhyped:
“End-to-end automation.” Fully automated handoffs sound great until you realize humans still need context and judgment.
Getctrl’s approach:
Getctrl bakes playbooks into its workflow—not as a separate “training center,” but right where teams work. You can assign owners, set deadlines, and automatically nudge folks if things slip. It’s flexible enough for real-world messiness (handoffs, escalations, etc.), not just happy-path scenarios.
4. Real-Time Alerts and Prioritization
What to look for: - Customizable alerts—do you get pinged for what matters, not just another notification firehose? - Prioritization cues—are your hottest accounts or biggest risks easy to find, not buried in a report?
Why it matters:
If you’re waiting for a weekly sync to learn about a churn risk, you’re already behind. The tool should highlight what’s urgent, not just what’s interesting.
Overhyped:
Push notifications for every minor update. If everything is “urgent,” nothing is.
Getctrl’s approach:
Alerts in Getctrl are fine-tuned. You can set rules based on changes you care about—maybe a VIP customer’s usage drops, or a deal suddenly goes quiet. The system flags it, notifies the right people, and (if you want) can kick off a playbook. No more digging through endless lists.
5. Easy Integrations (The Kind That Don’t Break)
What to look for: - Pre-built connectors to your core stack (CRM, email, support, product analytics). - API access for anything weird or custom. - Integrations that don’t require a consultant every time Salesforce changes a field.
Why it matters:
Your stack is not getting simpler. If your GTM tool can’t keep up, you’ll spend more time debugging integrations than actually selling.
Overhyped:
“Open ecosystem” claims that fall apart after the sales demo.
Getctrl’s approach:
Getctrl has a solid set of integrations out of the box. More importantly, they’re maintained—so when Salesforce updates, you’re not left scrambling. For edge cases, there’s API access, but most teams never need it. No integration tax.
6. User Experience That Doesn’t Suck
What to look for: - Fast, clean interface—no ten-second page loads. - Mobile-friendly for field teams. - Customizable views for different roles.
Why it matters:
If it’s slow or confusing, nobody logs in. Adoption tanks. You’re back to spreadsheets.
Overhyped:
“Gamified” leaderboards and cartoon mascots. Fun, maybe, but not why you’re buying the tool.
Getctrl’s approach:
The UI is straightforward—mostly lists, cards, and filters, designed for speed. It’s not going to win design awards, but reps can find what they need in seconds. Mobile support is decent, though heavy workflows are still best on desktop.
What to Ignore (Or at Least De-Prioritize)
- “AI-Powered” Everything: Unless the AI is saving you serious time, don’t pay extra for it.
- Hyper-Granular Permissions: Most teams never use this. Just make sure you can keep sensitive data private.
- Built-In Email/Chat: If you already have Slack/Outlook/Gmail, don’t let the GTM tool try to replace them—just integrate.
- Branding/White-Labeling: Unless you’re reselling the tool, who cares?
Pro Tips for Choosing (And Actually Rolling Out) a GTM Tool
- Start small: Pilot with one team or use case. Don’t try to boil the ocean.
- Get buy-in: If sellers or CS hate the tool, they’ll find ways around it.
- Keep process simple: Automate the boring stuff, but don’t overcomplicate workflows.
- Iterate: Your GTM motion will change. The tool should flex with you.
- Avoid long contracts: If a vendor won’t let you start short-term, ask why.
The Bottom Line
A B2B GTM tool should help you find and act on revenue opportunities faster—without turning your team into part-time software admins. Focus on what actually matters: unified data, flexible segmentation, playbooks people use, and integrations that don’t break. Everything else is noise.
Getctrl gets most of the essentials right. It’s not perfect—mobile could be better, and the UI is more functional than beautiful—but it’s built for real teams who want to move fast and stop chasing their tails. Try it, keep what works, and drop the rest.
Keep it simple. Test, learn, and tweak as you go. That’s how you win.