If you’re on the hook for picking a B2B go-to-market (GTM) tool—whether you’re in sales, marketing, or even IT—you’ve probably noticed something: There’s a lot of noise out there. Every platform claims to “transform” your sales process, boost efficiency, and unlock “next-level alignment.” But most teams just need a tool that actually works, doesn’t drive everyone nuts, and solves real problems.
Let’s cut through the hype. Here’s what actually matters in a B2B GTM tool, plus a no-nonsense look at how Showell holds up.
Why Your GTM Tool Choice Matters (and When It Doesn’t)
A GTM tool is supposed to help your team get the right content, to the right people, at the right time—without endless Slack threads or lost files. But too many tools overpromise and underdeliver, or force you into their way of working. The right tool keeps everyone sane, organized, and focused on selling—not wrestling with software.
Who this is for:
- Sales enablement folks tired of chasing collateral
- Marketing teams who want more control (and data)
- Sales reps who just want easy, up-to-date stuff to share
- Anyone who’s spent way too long searching for “the latest deck”
1. Content Management: Find It, Share It, Trust It
What Matters
- Centralized Library: Everyone should know where to find the latest pitch deck, one-pager, or price list.
- Version Control: No more “which PDF is right?” panics.
- Access Controls: Not everyone needs everything—sales needs, say, pricing, but maybe not confidential product roadmaps.
- Easy Updates: Marketing should be able to update content without emailing IT.
What Doesn’t
- Overly complex tagging or folder systems that nobody uses.
- Custom “AI content suggestions” that just get ignored.
How Showell Stacks Up
Showell does the basics well:
- Central library, well-organized folders, and granular permissions.
- Simple drag-and-drop updates (no IT ticket required).
- Offline access for reps on the road—honestly, a lifesaver in spotty Wi-Fi.
Pro tip: If your team is spread out or travels a lot, make sure your GTM tool has good offline support. Showell nails this—some competitors don’t.
2. User Experience: Fast, Simple, (Mostly) Out of the Way
What Matters
- Intuitive UI: If you need a training session for basic stuff, run the other way.
- Mobile/Tablet Friendly: Reps rarely haul out laptops for every meeting.
- Search That Works: Fuzzy search, filters, and preview—no more “is this the right one?” guessing.
What Doesn’t
- Endless customization. Most teams use 20% of what’s possible.
- UI “gamification” or pop-ups that slow you down.
How Showell Stacks Up
Showell’s interface is clean. You won’t win design awards, but you won’t get lost either.
- Mobile and tablet apps are genuinely usable, not afterthoughts.
- Search could be faster with huge libraries, but it’s reliable.
Honest take: If your team is super picky about UI or expects a Slack-like experience, you’ll want to demo before you buy. But for most, it’s refreshingly “it just works.”
3. Sales Enablement: Getting the Right Stuff to Customers
What Matters
- Easy Sharing: Emails, links, or even QR codes—however your customers want it.
- Personalization: Quickly tailor a deck or folder for a specific customer, without redoing everything.
- Tracking: Know if a prospect actually opened that deck, and which pages they read.
What Doesn’t
- Overcomplicated automation or “guided selling” flows nobody uses.
- Mass email tools (that’s what your CRM or marketing automation is for).
How Showell Stacks Up
- Easy to build “custom” content packages for each customer.
- Simple, trackable sharing via link—no giant attachments.
- Basic analytics: See who viewed what and when.
Heads up: Showell’s tracking is good for seeing activity, but don’t expect deep buyer intent signals or AI-powered lead scoring. It gets you the essentials.
4. Integration: Plays Well With the Tools You Actually Use
What Matters
- CRM Integration: You shouldn’t have to copy/paste prospect data or jump between tabs all day.
- SSO (Single Sign-On): IT will thank you.
- APIs or Zapier Support: For the inevitable “can it sync with X?” question.
What Doesn’t
- Custom integrations with obscure tools you’ll never use.
- “Open platform” claims with no real connectors.
How Showell Stacks Up
- Integrates with Salesforce, HubSpot, Microsoft 365, Google Drive, and SSO providers.
- Basic API for custom needs—solid, but not mind-blowing.
- No out-of-the-box Zapier, but doable with some setup.
Pro tip: Make a list of your actual must-have integrations before you buy anything. Showell covers the big ones, but double-check for niche requirements.
5. Analytics: Enough Data to Improve, Not Drown
What Matters
- Content Usage: Which docs get used, shared, and viewed? Helps marketing focus on what works.
- Engagement Insights: Did the customer actually open the doc? Where did they spend time?
- User Adoption: Who’s using the tool, who’s not, and why?
What Doesn’t
- “AI-powered dashboards” that are 90% noise.
- Endless metrics nobody acts on.
How Showell Stacks Up
- Clean dashboards for content usage and user activity.
- Decent reporting on what prospects engage with.
- No deep predictive analytics, but you get the info most teams actually use.
Honest take: If you’re chasing “data-driven everything,” Showell might feel basic. But for most real teams, it’s more than enough.
6. Security & Compliance: Not Sexy, But Non-Negotiable
What Matters
- Granular user roles and permissions: Not everyone needs access to everything.
- GDPR/Privacy Compliance: Especially if you deal with Europe.
- Data encryption, both at rest and in transit.
What Doesn’t
- Over-engineered compliance features you’ll never need.
- Security “certifications” without real transparency.
How Showell Stacks Up
- Solid permission controls and enterprise-level security basics.
- GDPR compliant, with clear documentation.
- Regular audits, but no “Fortune 100” level bells and whistles.
Pro tip: Always ask for the security docs and, if you’re in a regulated industry, double-check compatibility with your requirements.
What to Ignore: Hype That Won’t Help You
Some features sound great in a demo but flop in real life. Here’s what most teams can safely ignore:
- “AI-powered suggestions” that just regurgitate your own docs.
- Overly complex workflow automation—unless you know you’ll use it.
- Built-in chatbots or video conferencing (use your existing stack).
- Social sharing widgets—B2B buyers rarely care.
Stick with what solves your actual problems. Everything else is a distraction.
Keep It Simple, Iterate, and Make the Tool Work for You
Choosing a B2B GTM tool isn’t about ticking every feature box or buying the flashiest platform. It’s about solving the headaches your team actually faces: finding, sharing, and tracking the right content—without extra hassle.
Showell gets the basics right. It won’t magically fix broken processes, but it won’t slow you down, either. Start simple. Roll it out, see what works, and tweak as you go. The best GTM tool is the one your team actually uses.
And if you ever find yourself longing for the days of emailing around “final_final_v3.pdf”? You picked the wrong tool.